Presentation at SES Latino

1. Targeting by Demographics & Behavior

2. 5 It’s Difficult to Deliver Relevance to Users Last Year SES Latino

3. This Year SES Latino

6. Targeting Ads to User Intentions Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning

7. Targeting Ads - Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning } Consideration

8. Targeting Ads - Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning } Planning

9. Successful Targeting Begins with Segmentation

11. 12 Segmentation Methodology Keyword Example : User that types in “carros usado” is looking for information on used cars and is more comfortable searching in Spanish

12. 13 Segmentation Methodology Keyword Example : User that types in “carros usado” is looking for information on used cars and is more comfortable searching in Spanish

13. 14 Segmentation Methodology Keyword Example : User that types in “carros usado” is looking for information on used cars and is more comfortable searching in Spanish Edmunds.com gets it wrong

14. 2007

15. 2007

18. A/B Test - Targeting from Google A B

19. A/B Test - Targeting from Google