adspace_tools and technologies — assaf igell
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PANELIST:Assaf Igell, VP Marketing, Syntryx Inc
[email protected] | www.syntryx.com+1.303.800.1645
April 22, 2009
Using advanced data analysisto get targeted traffic based onproven PPC success
Alternative Advertising Channels
• Contextual Networks
• Display Advertisement
• Affiliates
• Social Space / Twitter
• Behavioral Networks
• SEO / Link Building
Applying Proven PPC Success
Advertisers use PPC budgets for market research to find top converting:
• Keywords / Key Phrases
•Locations / Geography
•Competitors
•ADSENSE Content Network
•AdWords Site Targeted Campaigns
Get targeted traffic
Data is key in selecting the right places to advertise.
Comparing Women Sites by their overall performance, CPM, CPA, Search, and Email marketing
Referrer Site Best Rank
Best Quantcast Rank
Best Trafficrank
Best Emailer 30 Day Rank
Best Emailer 90 Day Rank
Best Cpm Advertiser Rank
Best Cpm Publisher Rank
Banners In
Banners Out
Ppc Ads
Seo Ranks
SEO Directory Listings
CPA Links In
Merchant Sites
Publisher Sites
Adsense
Publisher Sites
instyle.com 50 637 50 6258 7164 1289 15 3 217 3074 253 17724 2 2 5
ivillage.com 249 249 1497 555 573 1652 16 3 390 3113 244 8877 1 4 1
prevention.com 331 2451 10706 402 331 48218 1 70 379 7 1993 1 3
americanbaby.com 394 394 3392 4783 4626 618 11886 76 14 461 2678 265 14796 1 42 4Copyright © 2009 Syntryx Inc. All Rights Reserved; Source: The Syntryx Publishers Directory
What do we learn from this kind of data set? •The “Best Rank” column tells us that Instyle.com seem to be bigger than Prevention.com – e.g. it seems to have a larger network and more traffic.•The “SEO Ranks” and “PPC Ads” columns tells us who seem to get more targeted search engine traffic.
Find the right publishers Regardless to which Network they’re with
Identify Network Ad-Serving Domains (aka. Jump URLs or Redirect domains)
Referrer Site Num Domains Site Portfolio
instyle.com 66
bmxonline.com, columbus.com, ew.com, freezeonline.com, fsb.com, golfcourse.com, golfmag.com, golfmagazine.com, golfmagazineproperties.com, golfonline.com, golfsearch.com, health.com, insidethomson.com, instyle-bridalfile.com, instyle.com, instyleweddings.com, interzine.com, irace.com, life.com, lifemag.com, memoriesinthemaking.com, mfmag.com, mni.com, moneymediakit.com, motorboatingandsailing.com, mtnresorts.com, mutual-funds.com, ny1.com, officepirates.com, on-mag.com, onmagazine.com, outdoorexplorer.com, outdoorlife.com, pathfinder.com, people.com, peopledaily.com, peopleenespanol.com, popsci.com, popularscience.com, reachingourpeople.com, realsimple.com, realsimplenetwork.com, ridebmx.com, sicovercollection.com, skiingmag.com, skimag.com, skinet.com, snowboarding-online.com, snowtradenews.com, southernliving.com, stancemag.com, teenpeople.com, thisoldhouse.com, timecanada.com, timeforkids.com, timeinc.net, timeincmags.com, transworldmatrix.com, transworldmotocross.com, transworldsnowboarding.com, transworldstance.com, transworldsurf.com, twsbiz.com, warrenmiller.com, wgbh.org, yachtingmagazine.com
Identify Websites Portfolios
In this example we see that Instyle.com is one of at least 66 domainsThat are owned or operated by the same company.
Find targeted Network Publishersfor effective media plans
Showing 660 Network Publishers who promote ads related to the keywords:Education, College, Degree, eLearning, elearners, university, kaplan
Copyright © 2009 Syntryx Inc. All Rights Reserved; Source: The Syntryx Publishers Directory
PANELIST:Assaf Igell, VP Marketing, Syntryx Inc
[email protected] | www.syntryx.com+1.303.800.1645
ADSPACE Conference, 2009
Using advanced data analysis to apply proven PPC success across alternative advertising channels