Putting the People Back in Paid Search

Aaron GoldmanCMO, Kenshoo

Agenda

• Background• Challenge• Hypothesis• Methodology• Findings• Why It Matters

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Background

• 2nd largest self-storage company in U.S. • 822 self-storage properties in 33 states • Over 510,000 units and over 55 million square feet

of storage space

ChallengeHow do you project the value of a searcher and

determine what to bid for each keyword?

There is a correlation and association among specific search keywords and the value of a customer.

Hypothesis

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““Children First”Children First”

Age 24–30

Married

Home owner

Has kids

Upper middle income

Index Value: $50

Name/Address

AcquisitionScore

$50

Purchase / Lead

$21

Bid

Methodology

HigherBid SEM Technology

Findings

• Analyzed over 185K transactions and $16MM in revenue• Appended up to 1,500 demographic elements per individual• Higher income households = more stuff and greater need for

storage space• Renters are better customers than homeowners • Families are better customers than singles• People with moderate sq. footage are better customers than

those with large sq. footage

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Why It Matters

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Without understanding the people behind them, these keywords all look the same!

The people behind the keywords represent very different Life Time Value (LTV) metrics

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Why It Matters

Why It Matters

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Find other keywords that high value people are searching and bid (higher) on them!

Why It Matters

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Customize ads to these people!

Customize landing pages to these people!

Why It Matters

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Why It Matters

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Target display and offline ads to these people!

Thank You!

Aaron.Goldman@Kenshoo.com

• 70 Clusters that roll up to 21 life stage groups• Demographically based household-level consumer

segmentation powered by InfoBase-X®

• Life stage-based – proven predictor of consumer behavior• Classifies households into manageable groups more likely

to respond to similar marketing messages

Segments the U.S. into 70 individual clusters and 21 life stage groups

Segments the U.S. into 70 individual clusters and 21 life stage groups

Acxiom PersonicX