Transcript Optimization Techniques for Google AdSense

Ad Testing Across Networks
Panel: Compare & Contrast: Ad Program Strategies
Search Engine Strategies Conference
Chicago, IL - December 4, 2006
Presented By:
Brad Byrd
Vice President, Strategy
NewGate Internet
1
About NewGate
z
a division of
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Outline of the Presentation
•
•
•
•
Management Interface
Ad Delivery Optimization
Tracking Tools
Innovations
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Management Interface
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Google: Management Interface
•
Ad Variation
tab shows
snapshot of
performance
•
Presents
cumulative
numbers for
the entire Ad
Group
•
Offers
comparison
of ad
performance
•
Shows
aggregate
performance
of all ads
across
distribution
types
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Yahoo: Management Interface
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Ads tab is very
similar to “Ad
Variations” tab
in Google and
“Ads” tab in
MSN
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Identifies
performance by
distribution type
(tactic), for
each individual
ad
•
Integrates
performance
graphs for quick
perspective on
trends
•
Offers quick Ad
Preview feature
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
MSN: Management Interface
•
Ads tab is
very similar
to “Ad
Variations”
tab in Google
•
Expansion of
the DKI
(dynamic
keyword
insertion)
feature
•
Dynamic text
(“parameters”)
is the major
innovation in
AdCenter
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Ad Delivery Optimization
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Google: Ad Delivery Optimization
•
Autooptimization
feature selfselects creative
based on CTR
for ad across
entire Ad Group
•
CTR-focused
optimization is
not necessarily
in line with
advertiser goal
of conversions
•
To optimize
based on
conversions,
choose “rotate”
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Yahoo: Ad Delivery Optimization
•
Autooptimization
keywordspecific, and
seeks to find
best match of
creative options
within Ad Group
for each
individual
keyword
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
MSN: Ad Delivery Optimization
•
No option to turn ad optimization “on/off”
•
Ads are matched, on a per-keyword basis, from all options within an Ad
Group. “Disapproved” ads are not matched to inappropriate keywords.
•
Assumption is that ad delivery is “balanced” across all creative options.
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Tracking Tools
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Yahoo: Tracking Tools
•
Pre-determined
selection of
variables:



Match Type
Keyword
Search Query
•
No way to
identify which
creative was
served to an
incoming click
(currently)
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Yahoo: Tracking Tools
• Tracking URLs Overview:
– Use tags for all your URLs, to learn more about your traffic:
 OVTMC: identify match type
 OVTKW: identify which bidded keyword generated the click
 OVT??: identify the actual user search query
– Values are automatically appended to landing page URLs on clickthrough
–Sample Incoming URL:
http://www.ses.com/?trackid=1&OVTMC=advanced&
OVTKW=your+bidded+keyword&OVT??=term+searched+by+user
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Google: Tracking Tools
• FastTrack (aka ValueTrack) Overview:
– Use tags for all your URLs, to learn more about your traffic:
 {ifsearch:x}{ifcontent:y}: identify search/content clicks
 {placement}: identify which website generated the click
 {creative}: identify which creative was used
– Sample Landing Page URL:
http://www.ses.com/?trackid=1&name={ifsearch:standard}{ifcontent:content}&
adserved={creative}&site={placement}
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
MSN: Tracking Tools
•
Dynamic Text Parameters Overview:
– Use tags for all your URLs, to learn more about your traffic:
 {MatchType}: identify “exact”, “phrase”, and “broad” matches
 {OrderItemId}: identify the id associated with a specific keyword
 {AdId}: identify the id associated with a specific ad (creative)
 {QueryString}: identify the actual user search query
In addition, these dynamic parameters can be embedded in the param1 URL parameter.
–
Sample Landing Page URL:
http://www.ses.com/?trackid=1&type={MatchType}&keyword={OrderItemId}
&adserved={AdId}&actualsearch={QueryString}
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
INNOVATIONS
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Yahoo: The Watch List
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Provides a
shortcut for
tracking “top
of mind” ad
campaigns
and/or
keywords
•
Create crossAd Group lists
of important
keywords
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
MSN: Creative Templates
•
Enables
templating of
creative, with
customization
on a perkeyword basis.
•
Each keyword
can have 3
unique dynamic
“parameters”.
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{param1} is
designated for
tracking URLs.
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{param2} and
{param3} can
be used to
customize
creative for
each keyword.
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
MSN: Creative Templates
•
Example of Self-Customizing Ad via Parameters:
QuickTime™ and a
TIFF (LZW) decompressor
are needed to see this picture.
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.
a division of
Questions or Comments?
Questions or Comments?
Contact: Brad Byrd
Email: [email protected]
Phone: 877-331-3127 (toll free)
Website: www.icrossing.com
The Search Marketing Agency
© 2006 NewGate Internet Inc. All Rights Reserved.