1 / 21

Strategies for Effective Ad Program Management Across Networks

Learn about ad program strategies in search engine advertising, with insights on management interface, ad delivery optimization, tracking tools, and innovations in the field. This presentation by Brad Byrd covers key points from the 2006 Search Engine Strategies Conference in Chicago.

hogan
Télécharger la présentation

Strategies for Effective Ad Program Management Across Networks

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 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

  2. z a division of About NewGate

  3. Outline of the Presentation a division of • Management Interface • Ad Delivery Optimization • Tracking Tools • Innovations

  4. a division of Management Interface

  5. Google: Management Interface a division of • 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

  6. Yahoo: Management Interface a division of • Ads tab is very similar to “Ad Variations” tab in Google and “Ads” tab in MSN • Identifies performance by distribution type (tactic), for each individual ad • Integrates performance graphs for quick perspective on trends • Offers quick Ad Preview feature

  7. MSN: Management Interface a division of • 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

  8. a division of Ad Delivery Optimization

  9. Google: Ad Delivery Optimization a division of • Auto-optimization feature self-selects 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”

  10. Yahoo: Ad Delivery Optimization a division of • Auto-optimization keyword-specific, and seeks to find best match of creative options within Ad Group for each individual keyword

  11. MSN: Ad Delivery Optimization a division of • 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.

  12. a division of Tracking Tools

  13. Yahoo: Tracking Tools a division of • Pre-determined selection of variables: • Match Type • Keyword • Search Query • No way to identify which creative was served to an incoming click (currently)

  14. Yahoo: Tracking Tools a division of • 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

  15. Google: Tracking Tools a division of • 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}

  16. MSN: Tracking Tools a division of • 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}

  17. a division of INNOVATIONS

  18. Yahoo: The Watch List a division of • Provides a shortcut for tracking “top of mind” ad campaigns and/or keywords • Create cross-Ad Group lists of important keywords

  19. MSN: Creative Templates a division of • Enables templating of creative, with customization on a per-keyword basis. • Each keyword can have 3 unique dynamic “parameters”. • {param1} is designated for tracking URLs. • {param2} and {param3} can be used to customize creative for each keyword.

  20. MSN: Creative Templates a division of • Example of Self-Customizing Ad via Parameters:

  21. a division of Questions or Comments? Questions or Comments? Contact: Brad Byrd Email: brad.byrd@icrossing.com Phone: 877-331-3127 (toll free) Website: www.icrossing.com

More Related