Putting the People Back in Paid Search - Aaron Goldman - ad:tech SF 2011
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Putting the People Back in Paid Search Aaron Goldman CMO, Kenshoo
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Case study on how Extra Space Storage tapped Kenshoo and Acxiom to find the people behind the keywords and improve SEM while identifying insights to apply across other channels. Presented by Aaron Goldman, Kenshoo CMO, on April 12, 2011 at ad:tech San Francisco.
Transcript of Putting the People Back in Paid Search - Aaron Goldman - ad:tech SF 2011
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!
• 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
