1. Tools and Technologies: Using Targeting
and Optimization to Achieve Success
Jessica Ong, Compete
Will Lin, PPC Associates
Andrew Silverman, Google
Assaf Igell, Syntryx
Wister Walcott, Marin Software (Moderator)
2. Key Considerations for Any Ad Network
• Audience Intent?
– vs. paid search, content impressions have much higher
impressions – and lower CTR
– Readers are not “searching” for your terms
– Implications for targeting, copy, more
• Target-ability?
– How to separate non-converting impressions from
converting impressions?
• Manageability?
3. Tools and Technologies: Using Targeting
and Optimization to Achieve Success
PANELIST:
Jessica Ong, Director, Compete
4. Compete connects the dots from digital
insights to marketing ROI
• Largest integrated online consumer behavior and survey panel in
industry
• Expertise in the automotive, consumer goods, financial services,
media, mobile, online, retail, telecom and travel markets
What’s in the torso & tail?
(a lot of stuff that’s really important)
Microsites
Micro-segments
Search phrases
Conversion rates
Product & category interest
Number of websites measured
4
5. Examine consumer behavior to identify
sites to reach target segment
Index of Luxury Vehicle Shoppers
Index of the Proportion of Luxury Vehicle Shoppers on Sites Below Compared to Overall Internet
450
400
350
300
250
200
150
100
50
0
CNET Zillow Kelly Blue Book
5
6. Media placed using Behavior Match
outperformed contextual advertising by 2X
Lift in Client’s Luxury Vehicle Shopper Overlap with Sites Below
Index of the Proportion of Client’s Luxury Vehicle Shoppers on Sites Below Compared to Overall
Internet
65% 64%
30%
CNET Zillow Kelly Blue Book
6
7. Landing page optimization results in higher
conversion, directly increasing the ROI
Post-Click through conversion rates among wireless carriers
Percentage of visitors to landing pages who purchased online in the same quarter
Reaching Top
Quartile: 515%
improvement
Reaching Average:
166%
improvement
Source: Compete study of Wireless Carrier Online Ad Campaigns
