Transcript Jed Nahum

Demographic Targeting and Business
Intelligence
Jed Nahum
Director of Product Management, Microsoft adCenter
SES San Jose
August 7, 2006
Agenda
• How do we provide BI and demographic targeting?
• How accurate are the data?
• Do targeting and BI enable better returns?
Microsoft adCenter Background
• Summer ’05
– Pilots in SG and FR
• October 18, 2005 US pilot
– 400 advertisers
– 25% traffic
• February NYC SES: 70% traffic
• May 4: adCenter US Launch
• Early August: New release
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How Do We Provide BI and Targeting?
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Two Uses of Data for adCenter Marketers
• Business Intelligence
• Targeting & Optimization
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How Accurate are the Data?
• Internal assessment of accuracy using two separate databases, one of
which was the registration data for adCenter (CAPRi), the other being
MSFT consumer marketing database (CIQ).
• Marketing database integrates data from existing subscription services,
consumer packaged goods registrations, direct purchase transactions,
key on-line events and external sources of data including
demographics.
• Compared US data only
• Identify cases in which the consumers overlap
– Age: 2.2MM consumers
– Gender: 1.9MM consumers
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Age Statistics
• 80% of ages match in the two
DBs
• Younger consumers tend to
have more consistent ages in
the two DBs
• Users who are in their 20’s,
30’s and 60’s are slightly more
likely to provide age
information in Passport than
users who are in their 40’s
and 50’s
3.5%
Distribution
3.0%
CAPRi Data
CIQ Data
2.5%
2.0%
1.5%
1.0%
0.5%
Age
0.0%
0
10
20
30
40
50
60
Gender
Marketing
Overall match rate: 88%
adCenter
Female
Male
Female
89%
13%
Male
11%
87%
Page 6 | April 9, 2016
70
80
90
Audience Intelligence Informs
Retail Industry Findings
Reaffirm, Learn & Discover
Reaffirm what
you already
know
Learn new facts
about your
audience
Discover
intelligence that
changes your
strategy
Refine Your Strategy
Keyword
Audience Profile
Interpretation
tag heuer
46% Male 26-35
Traditionally target Males
• Bid boost on male 26-35
purses
Largely Female audience
Traditionally target Females
• Bid boost on Female for
"purses"
kitchen
appliances
50% Male/Female. BUT:
"small kitchen appliances" 65% Female
"viking kitchen appliances" 84% Male
Gender gaps for different
types of kitchen appliances
• Place gender based
incremental bids on tail terms.
• Create gender targeted ads
for tail terms
hobo
diaper
50% Male/Female
61% M; 48% M < 36
Actionable Item
Organic searches are for
• Leave out references to hobos
info about hobos and
• Target ads to to women.
commercial searches are for
• Buy tail terms (hobo bags).
retailers of Hobo purses.
Explanation: Males
searching for adult site
www.dpf.com.
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• Exclude adult references by
including references to babies
in ads.
• Bid boost for Females
Audience Intelligence Informs
Entertainment Industry Findings
Reaffirm, Learn & Discover
Keyword
Reaffirm what
you already
know
Learn new facts
about your
audience
soap opera
Audience Profile
70% Female ages 18 - 50
Refine Your Strategy
Interpretation
Actionable Item
• Advertisers can create female
targeted ads with this keyword
Consistent with hypotheses
• Bid for Females 18 - 50
movie tickets,
amusement
parks
70% Female ages under 50
Large female audience for
movie tickets
• Create female targeted ads
rap music
[and related
terms]
60% – 95% Female
ages 18 – 35
Larger female audience for
Rap
• Target creative to women
casinos
[and related
terms]
60% – 90% Male
ages 26 to 35
Large male audience for
casinos
• Bid for Females 18 - 50
• Bid for Females 18 - 50
• Target creative to men
• Bid for Males 26 - 35
• Create Female targeted ads
Discover
intelligence that
changes your
strategy
elle girl
48% Male
Men searching for Elle
McPherson
• Negative match “mcpherson”
or “model”
• Pursue related tail terms “elle
girl magazine”
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Audience Intelligence Informs
Intelligence on Travel
Reaffirm, Learn & Discover
Keyword
Reaffirm what
you already
know
spa resorts
honeymoon /
honeymoon
packages
Learn new facts
about your
audience
Discover
intelligence that
changes your
strategy
Refine Your Strategy
Audience Profile
Interpretation
Over 65% Female <36
Traditionally target this
demographic
Actionable Item
• Create Female targeted ads
for spa related keywords
• Bid boost Female < 36
honeymoon: 50% M/F;
Males research honeymoon • Create Female targeted ads
honeymoon packages: 73%
spots; Females research
for honeymoon packages
Female
honeymoon packages
• Bid boost for Females
hotel / hotel
reservations
hotel: 55% Female; hotel
reservations: 75%+ Male
26-50
Large Male population for
hotel reservations
wine tours
80% Female 18-50
Large Female audience
safari / African
safari vacation
safari: 50% Male/Female;
African safari vacation:
60%+ Female audience
Male searches for "safari"
were searching for Apple
Computer's Safari RSS.
Females more apt to search
for safari vacations.
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• Create Male targeted ads
• Bid boost Males 26-50
• Create Female targeted ads
• Bid boost for Females 18-50
• Negative match RSS.
• Bid boost African safari
related terms.
• Target creative to women
• Bid boost for Females
Audience Intelligence Informs
Intelligence on Automotive
Reaffirm, Learn & Discover
Reaffirm what you
already know
Learn new facts
about your
audience
Keyword
Audience Profile
Interpretation
Actionable Item (s)
Ferrari and
related terms
70% Male <35
Traditionally target Male
audience
Create Male targeted ads and
incrementally bid boost Males 1835
porsche
boxster and
related terms
70%+ Female
<51
Searches for "porsche"
were split 50% M/F;
searches for "porsche
boxster" were
predomintaly F
Create Female targeted ads and
incrementally bid boost for
Females under 51
pick up
trucks
80% Female 1835
Large Female audience
Create Female targeted ads and
incrementally bid boost for
Females 18-35
ford focus
70%+ Female
Large female audience for
ford focus and related
models
Create Female targeted ads and
incrementally bid boost for
Females
hybrid cars
60%+ Female;
majority under 36
Large younger Female
audience for hybrid cars
Create Female targeted ads and
incrementally bid boost for
Females < 36
vans
51% < 35
Paid search for vans,
minivans etc; organic
search for Vans sneakers
Negative bid "footware" and
"shoes." Incrementally bid for M/F
over 35
Discover
intelligence that
changes your
strategy
Refine Your Strategy
Page 10 | April 9, 2016
Why adCenter
Measurable Conversion + Powerful Audience Intelligence
• Compete Inc. ranks MSN
first in conversion rates in
Retail, Consumer
Electronics and Travel
categories*
MSN
3%
Google
Keyword
Demographic
Keyword
Demographic
Yahoo!
"Cookware"
"Kitchenaid"
50%
Male/Female
65% Female
"Clothing"
"Isaac
Mizrahi"
75% Male
80% Female
"TVs"
"Sony TVs"
70% Male
80% Female
2.8%
Keyword
Conversion Rate
2.3%
2%
2.0%
Demographic
1.8%
1.4%
1.4%
1.2%
1%
0.9%
1.0%
0%
Retail
Consumer Electronics
Travel
Audience Targeting
Notes: *Compete defines Conversion as a session where the conversion funnel was completed (purchasing retail item,
purchasing travel) MSN scored 3rd in Financial Services, the only other category studied
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Why adCenter
What’s Working for our Clients
“The ROAS comparison for June for our
biggest client, expressed as revenue per
ad dollar spent, is $2.85 for AdWords,
$5.53 for Yahoo, and $8.13 for
Microsoft adCenter. Needless to say,
we’re going to increase our investment
in Microsoft adCenter right away.”
— David Szetela , President & CEO, Clix
Marketing, www.clixmarketing.com
“The campaign has been an overwhelming
success. We have seen conversion rates
up to two times as high as other major
search engines, including Google, all at
lower bid prices. At this point, we want to
spend as much money with Microsoft
adCenter as we can because it simply
works as well or better than anything else
out there.
— David Rodnitzky, Senior Director of
Marketing Adteractive
“The efficiency gained from Microsoft
adCenter allowed Move.com to be more
aggressive with its acquisition strategy,
resulting in more conversions across
the entire campaign.”
— Frank Lee, VP, Account Management &
Partner Relations, The Search Agency
“ MSN achieved an excellent rate of
return on the amount we spent.
Register.com looks forward to growing
our paid search campaign with MSN as
the engine expands.”
— Craig Cooperman, Director, Advertising &
Partner Marketing at Register.com.
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Success Story: Home Décor Case Study
• Campaign results on Microsoft adCenter earned significant ROI, exceeding acquisition
cost goals and outperforming Yahoo!
• The addition of Microsoft adCenter to the advertising mix, and its ability to deliver strong
ROI has contributed to an increase in HDPI's overall search marketing spend
• With Microsoft adCenter serving 100% of MSN Search traffic, HDPI anticipates gaining
even more flexibility to reallocate its search budget to better performing search engines
"Our goal is to maximize ROAS without cannibalizing
"The
net result
is we
areacquisition
able to drive
volume and
revenue
growth.
The
costmore
on Microsoft
convert
more
at a itreduced
cost.
Microsoftour
adCenter
is visitors
so low that
allows us
to increase
adCenter
hasCPA
greatly
enhanced
ROI."and still
maximum
goals
on other our
engines
remain below our campaign cost threshold.“
- Christal Condon
- Christal
Condon
Director, Online
Marketing
Director, Online Marketing
Source: Market Forecast, Retail, 2005-2009, JupiterResearch. 2005.
Page 13 | April 9, 2016
Wrap Up
• Learn more:
– Varnished: advertising.msn.com/adcenter
– Unvarnished: www.webmasterworld.com and
forums.searchenginewatch.com
– adCenter blog: blogs.msdn.com/adCenter
– Funky, cool stuff: adlab.microsoft.com
• [email protected]
Page 14 | April 9, 2016