Real-time Intent Beyond Search
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San Francisco| August 13– 17 REAL-TIME INTENT PPC Beyond Search Jonathan Mendez Yieldbot
description
Search Engine Strategies SF Presentation
Transcript of Real-time Intent Beyond Search
San Francisco| August 13–17
REAL-TIME INTENTPPC Beyond Search
Jonathan MendezYieldbot
San Francisco | August 13–17, 2012 | #sessf
WHAT IS A YIELDBOT?
Yieldbot is a marketplace where advertisers target realtime consumer intent flowing through premium publishers.
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Yieldbot Real-Time Intent Marketplace Partners
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In the Beginning – SEM Est. 1998
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Expansion of the Intent Arts – Est. 2008
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State of the Intent Arts – Est. 2011
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What is Real-Time Intent?
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Targeting what intent a person is exhibiting real-time within a site session.
• Landing• Click-Stream• Exit
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Not purchase intent – at this time it’s discoveryThere are 11 Ads on this page!
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Irrelevant Retargeter
Irrelevant
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How is Real-Time Intent Determined?
Intent is captured using first party site data. Lots of it. Every landing, every click-stream, every exit.
Intent distilled based on historical and real-time analytics that create click-path specific dynamic/real-time match rules.
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How is Real-Time Intent Purchased?
You buy Keywords (and can use negatives)
Ads run as text on publishers standard above the fold slots
Priced on CPC!
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How is Real-Time Intent Perform?
Great!
• FURTHER QUALIFIED - ONE STEP FURTHER DOWN FROM SEARCH
• BETTER CONTEXT THAN SERP
• VALUE OF PUBLISHERS BRAND
• EVERY AD IMPRESSION IS RELEVANT
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Real-Time Might Be Your Best Performing Channel
• 26% higher conversion rate than Google Paid • 326% higher conversion rate than Google Organic
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Real-Time Has Full Funnel Value
REMARKETINGIntent laden traffic creates
larger cookie pools for retargeted via ad
exchanges
CONVERSIONConversion
Rates beating Search Ads
AWARENESSUnderstanding of realtime intent is driving consumers from Premium
Publishers to Branded Content
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THANK YOU!
Site: yieldbot.comBlog: blog.yieldbot.comTwitter: @yieldbotEmail: [email protected]
