alistair dent: “advanced targeting: from keywords to audiences”
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Advanced Targeting in Search: From
Keywords to AudiencesAlistair Dent@periscopix4th June 2014
Beyond blue links
We don’t search for pages, but for entities
Entities: pages
Entities: people
Entities: places
Our search queries are a database of our
intents
But we can have intents without a search query
Intents: navigation
Intents: information
Intents: transaction
These intents and entities combine
We call the combinations contexts
AdWords targeting mechanisms
Keywords
Devices
Locations
Time of dayDay of week
Engagement
Demographics
The combinations of these are our way to target context
Bid multipliers
Personas
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?)
4. Change your bids!
5. Who needs a different ad?
6. Who needs a different landing page?
Example: store locator traffic
Example: targeting commuters
Example: two-stage subscriptions
The challenges:
1. Attribution is an unsolved problem
2. You don’t know in advance which
combinations are best
3. Data mining bad!
Summary: Personas, context and tricky data