Delivering Contextual Relevance in Search

1. Ads In A Quality Score World Delivering Relevance: Matching the Right Message with the Right Audience Jonathan Mendez December 4th, 2006

2. Delivering Contextual Relevance Segmentation + Targeting = Relevance Great push example of finding the opportune moment & delivering contextual relevance

4. The Right Message + The Right Audience

5. What do Ads need to be Relevant to? The Keyword The Landing Page

6. The Bridge of Relevance

7. Why Are Search Ads So Important to Relevance? Pre-Click (Impression) First Touch Generates Interest Messages Benefits Sets Expectations Post-Click (Landing Experience) Segmentation Uniformly Expressed Interest Known Expectations

8. Ensuring Relevant Ads Campaign Hierarchy + Set Up Ad Titles, Descriptions and URL Landing Pages, Messaging, Reinforcement

9. Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning

10. Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning Consideration Stage

11. Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning More Down Funnel

12. Titles, Impressions & Relevance - Multivariate Test Recipe A-C Title: “{keyword}” 5.49% 264,784 Recipe C 5.09% 265,045 Recipe B 5.72% 265,909 Recipe A Conversion Rate Impressions Recipe

13. Recipe D-F Title: “Find {keyword}” Titles, Impressions & Relevance - Multivariate Test 7.76% 47,066 Recipe F 5.24% 47,289 Recipe E 8.59% 47,093 Recipe D Conversion Rate Impressions Recipe

14. Recipe G-I Title: “The Wait is Over” Titles, Impressions & Relevance - Multivariate Test 11.76% 46,579 Recipe I 8.11% 46,795 Recipe H 9.84% 46,518 Recipe G Conversion Rate Impressions Recipe

16. What Decides Relevance? 9.37% URL 23.56% Description 2 53.55% Description 1 13.54% Title Influence on Conversion Elements

17. The Right Message to Ensure Relevance Pre-Click Branded vs. Generic Stem targeting Descriptions/URL Post-Click Channel reinforcement Keyword reinforcement Title reinforcement Description reinforcement

18. Discovering Relevance Begins…

19. With Understanding Your Audience

20. Understanding User Goals to Deliver Relevance Three Types of User Goals from Search 1. Primary Goal: “down jacket” 2. Secondary Goal: “ black down jacket” 3. Latent Goals: Be careful…

21. Understanding User Behavior to Deliver Relevance Time of Day/Day of Week First Query/ Second Query First Visit/Second Visit Customer/Non Customer Offline Goal Research/Consideration/Buy Phase

22. Relevance Through Segmentation

23. Segmentation Methodology Keyword- As close as we can get to the goal

24. Keyword Relevance CBS does great job ABC leaves lots on the table

25. Segmentation Methodology Geo- Few things create contextual relevance better than location.

26. Geo Targeting is key for Ad Effectiveness…

27. … and users love the relevance geo brings

28. What Happens When Geo Relevance is Ignored

29. Reinforcement- KW/Source

30. Reinforcement - Testing the KW/Source Idea

31. KW/Source Reinforcement - Genre Page

32. KW/Source Reinforcement - Side by Side Impact?

33. KW/Source Reinforcement - Test Results 2.99% 1.93% 1.37 220,736 Genre - Reinforce -- -- 1.34 221,227 Genre - Control 71.38% 48.35% 1.99 43,973 SRP - Reinforce -- -- 1.27 37,987 SRP - Control Lift RPV Lift CR Visitors Recipe

34. Bridging Recognition with Targeted Relevance

35. Bridging Recognition with Targeted Relevance

36. Delivering Relevant Experiences

37. This page was clicked from an ad under the kw “telescopes” by someone looking for a gift for his son. Landing on this category page the customer looked at the left navigation and was confused by the options of refractor, cassegrain, dobsonian, etc. He left. Understanding the way your users think about content

38. This category page immediately messages its products in categories like “beginner scopes” that are easy to understand. It also makes good use of redundant navigation and categories popular with most customers like “bestsellers.” Speak User’s Language to Deliver Relevance

39. Understanding the way your users think about content NYT.com Users

40. 31 Navigation Messages Top 50 Internal Search Queries Speak User’s Language to Deliver Relevance

43. Keyword Reinforcement - Google vs. Yahoo A - Control

44. Keyword Reinforcement - Google vs. Yahoo B - Keyword

45. Keyword Reinforcement - Google vs. Yahoo C - Gallery

46. Keyword Reinforcement - Google vs. Yahoo D - Birthday Page

47. Keyword Reinforcement - Google vs. Yahoo E - kw/Image Map Reinforcement

48. Keyword Reinforcement - Google vs. Yahoo

49. Keyword Reinforcement - Google Results -4.59% 7.30 19.99% E - image map -16.16% 6.42% 20.04% D - redirect b-day -37.60% 4.77% 19.93% C- redirect gallery -1.94% 7.50% 20.01% B - kw reinforce -- 7.65% 20.3% A - control Lift Conversion Traffic Recipe

50. Keyword Reinforcement - Yahoo Results 7.40% 12.27% 20.10% E - image map -3.59% 11.02% 20.05% D - redirect b-day -29.03% 8.11% 19.88% C- redirect gallery -3.47% 11.03% 20.02% B - kw reinforce -- 11.43% 19.95% A - control Lift Conversion Traffic Recipe

51. Thank You! Blog: http://www.optimizeandprophesize.com