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Ad Testing Across Networks Panel: Compare & Contrast: Ad Program Strategies Search Engine Strategies Conference Chicago, IL - December 4, 2006 Presented By: Brad Byrd Vice President, Strategy NewGate Internet 1 About NewGate z a division of The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Outline of the Presentation • • • • Management Interface Ad Delivery Optimization Tracking Tools Innovations The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Management Interface The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Google: Management Interface • Ad Variation tab shows snapshot of performance • Presents cumulative numbers for the entire Ad Group • Offers comparison of ad performance • Shows aggregate performance of all ads across distribution types The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Yahoo: Management Interface • Ads tab is very similar to “Ad Variations” tab in Google and “Ads” tab in MSN • Identifies performance by distribution type (tactic), for each individual ad • Integrates performance graphs for quick perspective on trends • Offers quick Ad Preview feature The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of MSN: Management Interface • Ads tab is very similar to “Ad Variations” tab in Google • Expansion of the DKI (dynamic keyword insertion) feature • Dynamic text (“parameters”) is the major innovation in AdCenter The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Ad Delivery Optimization The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Google: Ad Delivery Optimization • Autooptimization feature selfselects creative based on CTR for ad across entire Ad Group • CTR-focused optimization is not necessarily in line with advertiser goal of conversions • To optimize based on conversions, choose “rotate” The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Yahoo: Ad Delivery Optimization • Autooptimization keywordspecific, and seeks to find best match of creative options within Ad Group for each individual keyword The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of MSN: Ad Delivery Optimization • No option to turn ad optimization “on/off” • Ads are matched, on a per-keyword basis, from all options within an Ad Group. “Disapproved” ads are not matched to inappropriate keywords. • Assumption is that ad delivery is “balanced” across all creative options. The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Tracking Tools The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Yahoo: Tracking Tools • Pre-determined selection of variables: Match Type Keyword Search Query • No way to identify which creative was served to an incoming click (currently) The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Yahoo: Tracking Tools • Tracking URLs Overview: – Use tags for all your URLs, to learn more about your traffic: OVTMC: identify match type OVTKW: identify which bidded keyword generated the click OVT??: identify the actual user search query – Values are automatically appended to landing page URLs on clickthrough –Sample Incoming URL: http://www.ses.com/?trackid=1&OVTMC=advanced& OVTKW=your+bidded+keyword&OVT??=term+searched+by+user The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Google: Tracking Tools • FastTrack (aka ValueTrack) Overview: – Use tags for all your URLs, to learn more about your traffic: {ifsearch:x}{ifcontent:y}: identify search/content clicks {placement}: identify which website generated the click {creative}: identify which creative was used – Sample Landing Page URL: http://www.ses.com/?trackid=1&name={ifsearch:standard}{ifcontent:content}& adserved={creative}&site={placement} The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of MSN: Tracking Tools • Dynamic Text Parameters Overview: – Use tags for all your URLs, to learn more about your traffic: {MatchType}: identify “exact”, “phrase”, and “broad” matches {OrderItemId}: identify the id associated with a specific keyword {AdId}: identify the id associated with a specific ad (creative) {QueryString}: identify the actual user search query In addition, these dynamic parameters can be embedded in the param1 URL parameter. – Sample Landing Page URL: http://www.ses.com/?trackid=1&type={MatchType}&keyword={OrderItemId} &adserved={AdId}&actualsearch={QueryString} The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of INNOVATIONS The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Yahoo: The Watch List • Provides a shortcut for tracking “top of mind” ad campaigns and/or keywords • Create crossAd Group lists of important keywords The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of MSN: Creative Templates • Enables templating of creative, with customization on a perkeyword basis. • Each keyword can have 3 unique dynamic “parameters”. • {param1} is designated for tracking URLs. • {param2} and {param3} can be used to customize creative for each keyword. The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of MSN: Creative Templates • Example of Self-Customizing Ad via Parameters: QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture. The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. a division of Questions or Comments? Questions or Comments? Contact: Brad Byrd Email: [email protected] Phone: 877-331-3127 (toll free) Website: www.icrossing.com The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved.