5. Referrer
organic search
ppc
email
direct
display
affiliate
Site Behavior
new/return
Segmentation
clicks
usage
Temporal
time
day
season
recency
frequency
Environment
ip
country
resolution
browser
6. ★ relevance
• One entry found for relevance.
Main Entry: rel·e·vance
•
• Pronunciation: 're-l&-v&n(t)s
• Function: noun
1 a : relation to the matter at hand b : practical and
•
especially social applicability : PERTINENCE <giving
relevance to college courses>
• 2 : the ability (as of an information retrieval system) to
retrieve material that satisfies the needs of the user
★ http://www.m-w.com/dictionary/relevance
4
7. ★ relevance
• One entry found for relevance.
Main Entry: rel·e·vance
•
• Pronunciation: 're-l&-v&n(t)s
• Function: noun
1 a : relation to the matter at hand b : practical and
•
especially social applicability : PERTINENCE <giving
relevance to college courses>
• 2 : the ability (as of an information retrieval system) to
retrieve material that satisfies the needs of the user
★ http://www.m-w.com/dictionary/relevance
4
10. Paid Search: Built for Relevance
Segmentation
Channels
Campaigns
AdGroups (Orders)
Keywords
Targeting
Ad Copy
Geo
SERP/Content
Relevance Delivered
Landing Page
6
11. How Ads Help Deliver Relevance
• Segmentation
• Targeting
• First Impression
• Generate Interest
• Set Expectation
• Persuade
7
12. The Power of Ads - Case Study on Brand Terms
Traffic:
Conversion Rate:
Revenue:
8
13. How the Search Engines Determine Relevance
• CTR
• CTR
• CTR
•
9
14. Google Quality Score
• Keyword Quality Score (Determines Minimum Bid)
– CTR
– AdsBot (Relevance of Ad Text & Landing Page)
• SERP Quality Score (Determines Rank)
– KWQS
– Maximum Bid
– Performance History in Relation to Specific Query
• Content Quality Score
– Performance History in Relation to Site
– Landing Page Relevance
10
18. Who & What Determines Relevance?
Recipe A-C
Title: “{keyword}”
Recipe Impressions Conversion Rate
Recipe A 265,909 5.72%
Recipe B 265,045 5.09%
Recipe C 264,784 5.49%
14
19. Who & What Determines Relevance?
Recipe D-F
Title: “ Find {keyword}”
Recipe Impressions Conversion Rate
Recipe D 47,093 8.59%
Recipe E 47,289 5.24%
Recipe F 47,066 7.76%
15
20. Who & What Determines Relevance?
Recipe G-I
Title: “The Wait is Over”
Recipe Impressions Conversion Rate
Recipe G 46,518 9.84%
Recipe H 46,795 8.11%
Recipe I 46,579 11.76%
16
21. Multivariate Results
Elements Influence on Conversion
Title 13.54%
Description 1 53.55%
Description 2 23.56%
URL 9.37%
17
28. Jonathan Mendez, Chief Strategy Officer
Thanks!
• www.optimizeandprophesize.com - My Blog
• www.ottodigital.com - OTTO Site
• www.offermatica.com - Technology & Parent
24
29. Jonathan Mendez, Chief Strategy Officer
Thanks!
• www.optimizeandprophesize.com - My Blog
• www.ottodigital.com - OTTO Site
• www.offermatica.com - Technology & Parent
24