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Personalization, User Data & Search

Uses Mobile Search Daily

Searches in Spanish and

English

Queen of the Generic Query

Uses Google to Navigate

Everywhere

Addicted to Maps

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– Nothing Performs Better than Targeting to the Intentions of Users

– SEMs need to step up and get recognized

– CMOs think BT is just Display!

– Higher Search Budget, More Brand $

– Everyone wins!

Importance of BT & Personalization for SEMs

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Personalization and Behavioral Targeting from Search is Easy and Effective

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Hey man, pass the parameter...

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• hl= host language

• safe = safe search preference

• client = browser

• rls = results language

• q = query

• btnG= search interface

• More...http://www.joostdevalk.nl/wp-content/uploads/2007/07/google-url-parameters.pdf

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http://www.google.com/search?hl=en&safe=off&client=safari&rls=en&q=ses+san+jose&btnG=Search

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• Ad Group

• Ad Creative

• Match Type

• Local

Ads can provide even more parameters

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Thick Slices = High Impact

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Thick Slices = High Impact

Provide Large Data Sets for Confidence

Small Lifts Make a Big Impact

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Behavior๏new๏return๏times visited๏keyword(s)๏branded/generic

๏previous query๏usage๏seen display

Temporal๏time๏day๏season๏recency๏frequency

Environment๏geo๏language๏resolution๏browser

Source๏channel ๏natural search๏paid search๏contextual๏network๏ad creative๏match type

Search Segmentation

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Personalization & Targeting Roadmap

• Use Data to Discover Segments & Affinities

• Hypothesize Relevance

• Create & Develop

• Test & Validate

• Monitor

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Source Targeting

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Source Targeting > Google Spanish Language

Google uses URL parameter “hl” to represent a visitors host language.

“hl=es” represents Spanish Language Google

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Source Targeting > Google Spanish Language

Control

Targeted Content

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Results > Targeting Google Spanish Language

163% Lift in Engagement

+163% CTR!

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Results > Targeting Google Spanish Language

47% Lift in Conversion Rate

+47% CR!

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Results > Targeting Google Spanish Language

7% Lift in Revenue Per Visitor (RPV)

+7% RPV!

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Keyword Match Type

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Personalization - Query Reinforcement

Exact +2.63% Conversion Rate

You searched for “health insurance” on Google

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Personalization - Query Reinforcement

Exact +2.63% Conversion Rate

Broad +4.36% Conversion Rate

You searched for “health insurance” on Google

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Personalization - Query Reinforcement

You searched for “health insurance” on Google

Exact +2.63% Conversion Rate

Broad +4.36% Conversion Rate

Phrase +15.16% Conversion Rate

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Temporal

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Personalization - Temporal Landings (Brand)

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Personalization - Temporal Landings (Brand)

Weekdays+13.89% Lift in RPV

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Personalization - Temporal Landings (Brand)

Weekends+8.44% Lift in RPV

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Geo & Local

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Re-Targeting

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Re-Targeting Based on Affinity

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Results > Targeting Affinity

Targeted Content Based on Affinity

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Targeted Category Drives Engagement

Guitars

+17% CTR

Bass

+74% CTR

Keyboards

+26% CTR

Drums

+52% CTR

DJ

+32% CTR

Recording

+30% CTR

Live

+82% CTR

Band

+18% CTR

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And Increases Revenue Per Visitor

Guitars

+17% CTR

Bass

+74% CTR

Keyboards

+26% CTR

Drums

+52% CTR

DJ

+32% CTR

Recording

+30% CTR

Live

+82% CTR

Band

+18% CTR

Aggregate RPV Increase of 15%!

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• Users at Engine Behave Differently

• Paid vs. Natural has different consideration sets

• Temporal Factors Influence Behavior

• Few factors deliver more relevance than geo

• Keywords are a Window of Intentions– Generic vs. Specific

– Plurality

– Root & Stems

Getting Personal...

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Jonathan Mendez, Chief Strategy Officer

My Blog:

optimizeandprophesize.com