Ads In A Quality Score World - SES NYC 2007

Slideshow Transcript

1. Slide 1: Ads in a Quality Score World
2. Slide 2: Contextual Relevance
3. Slide 3: Segmentation + Targeting = Relevance Contextual Relevance
4. Slide 4: Segmentation
5. Slide 5: Referrer organic search ppc email direct display affiliate Site Behavior new/return Segmentation clicks usage Temporal time day season recency frequency Environment ip country resolution browser
6. Slide 6: ★ relevance • One entry found for relevance. Main Entry: rel·e·vance • • Pronunciation: 're-l&-v&n(t)s • Function: noun 1 a : relation to the matter at hand b : practical and • especially social applicability : PERTINENCE <giving relevance to college courses> • 2 : the ability (as of an information retrieval system) to retrieve material that satisfies the needs of the user ★ http://www.m-w.com/dictionary/relevance 4
7. Slide 7: ★ relevance • One entry found for relevance. Main Entry: rel·e·vance • • Pronunciation: 're-l&-v&n(t)s • Function: noun 1 a : relation to the matter at hand b : practical and • especially social applicability : PERTINENCE <giving relevance to college courses> • 2 : the ability (as of an information retrieval system) to retrieve material that satisfies the needs of the user ★ http://www.m-w.com/dictionary/relevance 4
8. Slide 9: Ads are the Bridge of Relevance
9. Slide 10: Paid Search: Built for Relevance Segmentation Channels Campaigns AdGroups (Orders) Keywords Targeting Ad Copy Geo SERP/Content Relevance Delivered Landing Page 6
10. Slide 11: How Ads Help Deliver Relevance • Segmentation • Targeting • First Impression • Generate Interest • Set Expectation • Persuade 7
11. Slide 12: The Power of Ads - Case Study on Brand Terms Traffic: Conversion Rate: Revenue: 8
12. Slide 13: How the Search Engines Determine Relevance • CTR • CTR • CTR • 9
13. Slide 14: Google Quality Score • Keyword Quality Score (Determines Minimum Bid) – CTR – AdsBot (Relevance of Ad Text & Landing Page) • SERP Quality Score (Determines Rank) – KWQS – Maximum Bid – Performance History in Relation to Specific Query • Content Quality Score – Performance History in Relation to Site – Landing Page Relevance 10
14. Slide 15: Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning 11
15. Slide 16: Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning 12
16. Slide 17: Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning 13
17. Slide 18: Who & What Determines Relevance? Recipe A-C Title: “{keyword}” Recipe Impressions Conversion Rate Recipe A 265,909 5.72% Recipe B 265,045 5.09% Recipe C 264,784 5.49% 14
18. Slide 19: Who & What Determines Relevance? Recipe D-F Title: “ Find {keyword}” Recipe Impressions Conversion Rate Recipe D 47,093 8.59% Recipe E 47,289 5.24% Recipe F 47,066 7.76% 15
19. Slide 20: Who & What Determines Relevance? Recipe G-I Title: “The Wait is Over” Recipe Impressions Conversion Rate Recipe G 46,518 9.84% Recipe H 46,795 8.11% Recipe I 46,579 11.76% 16
20. Slide 21: Multivariate Results Elements Influence on Conversion Title 13.54% Description 1 53.55% Description 2 23.56% URL 9.37% 17
21. Slide 22: Reinforcement 18
22. Slide 23: 19
23. Slide 24: Bridging the Moment of Recognition with Relevance Recipe Visitors CR Lift RPV Lift SRP - 37,987 -- -- -- -- Control SRP - 43,973 +48.35% +71.38% N/A N/A Reinforce 20
24. Slide 25: Satisfying the Needs of Users NYT.com Users 21
25. Slide 26: Satisfying the Needs of Users 31 Navigation Messages Top 50 Internal Search Queries (Sept 2006) 22
26. Slide 27: February 2007 Unsatisfied? Top 50 Internal Search Queries September 2006 23
27. Slide 28: Jonathan Mendez, Chief Strategy Officer Thanks! • www.optimizeandprophesize.com - My Blog • www.ottodigital.com - OTTO Site • www.offermatica.com - Technology & Parent 24
28. Slide 29: Jonathan Mendez, Chief Strategy Officer Thanks! • www.optimizeandprophesize.com - My Blog • www.ottodigital.com - OTTO Site • www.offermatica.com - Technology & Parent 24