Putting People Back in Paid Search
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Case study on how Extra Space Storage tapped Kenshoo and Acxiom to find the people behind the keywords and improve SEM while identifying insights to apply across other channels. Presented by Aaron Goldman, Kenshoo CMO, on April 12, 2011 at ad:tech San Francisco.
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Putting People Back in Paid Search
- 1. Putting the People Back in Paid Search Aaron Goldman CMO, Kenshoo
- 4. Challenge How do you project the value of a searcher and determine what to bid for each keyword?
- 5. There is a correlation and association among specific search keywords and the value of a customer. Hypothesis
- 6. Methodology Name/Address Bid Higher Bid “ Children First” Age 24–30 Married Home owner Has kids Upper middle income Index Value: $50 Acquisition Score $50 Purchase / Lead $21 SEM Technology
Hinweis der Redaktion
- Current Paid Search Optimization based on: Demand – Clicks, Conversions, Leads, CPA Margin – Profit, ROI, Marginal ROI Ideal Optimization based on: Lifetime Value (LTV) – Projected Future Value
- analyze historical data (e.g., search words used, order value, customer) and find linkages of words used by individuals who generated more revenue
- People with HDTV 6x more likely to be a customer
- (And there would be nothing else to do but bid it up!)