Alistair Dent: “Advanced Targeting: From Keywords to Audiences”

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Advanced Targeting in
Search: From
Keywords to
Audiences
Alistair Dent
@periscopix
4th June 2014

We don’t search for
pages, but for
entities

Our search queries
are a database of
our intents

But we can have
intents without a
search query

Keywords
Devices
Locations
Time of day
Day of
week
Engageme
nt
Demograp
hics

The combinations of
these are our way to
target context

1. Start with your
personas (never
start with the data)

2. Define the
personas with
combinations of
signals

3. Which
combinations
convert best? (And
worst?)

2. You don’t know in
advance which
combinations are
best

Summary: Personas,
context and tricky
data

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