Jed Nahum – Product Manager for MSN Adcenter
Michael Levine – Director Strategic Channel – Overture
Frederick Vallaeys – Product Specialist Google
Chrysi Philalithes – VP, Global Marketing & Communications – Miva
Jed takes the podium for MSN:
MSN adCenter Update:
Live in France & Singapore
US pilot began (invitation only)
Feb ’06 – US Pilot 2nd phase begins
Feb 18th : New UI
Increasing rotation away from Overture
April 19: New Release
Early Summer ’06 – US Launch
Audience Intelligence Drives ROI (and here, I think MSN Excels!! Pun intended!)
Learn About Your Customers -> Connect via Rich Targeting -> Refine Your Campaign
Jed discusses a quick case study about “Bleach” on which the product was mistaken for an Anime charactor, called Bleach.
Some of the functionality he discusses shows huge promise for the future of search.
By breaking down the demographic to it’s target demographic – we can increase the effective value per click.
Your Goal: ROI
According to Sacerdote & Co., the first adCenter customer satisfaction survey reveals MSN traffic is converting equally if not better than Google 80% of the time. This is backed up by WebSideStory.
Fun with Audience Intelligence
Here he shows some nice slides about how much younger women and older man search for the red sox, as opposed to an even distribution.
Learn More :
Next up is Michael Levine from Overture.
Achieving Search Marketing Success
He queries the room to get an idea of the demographics.
- The online Opportunity and Yahoo!
- The Power of Search Marketing
- Making Yahoo! Search work for you
Internet usage continues to grow, users expected to double by 2010. He’s now showing lots of graphs – nothing bloggable but very interesting. Media is allowing you to choose your target audience.
Frederick Vallaeys takes the podium next with a presentation from Google. He’s moving fast, so I have to type very quickly, and he’s using slides.
Optimize : Keywords
How we rank ads
Ad Rank = Max CPC x Quality Scrore
How to improve rank in paid listings:
Group Related keyword and create relevant ad texts
Use 2-3 creatives per Ad Group
Use Match types to your advantage
- Broad Match is our default keyword type and wwe will try to show your ad for closely related queries
- Phrase Match ensures the word order is matched and that we do not match related words
- Exact Match gives you the most control but also takes the mostwork from you
Fred discusses some of the basic Google distribution channels and new Audience optimisation tools – where data is taken from ComScore, as well as Google Analytics.
Chrysi takes the podium now.
In 1975 consumers were bombarded with 512 marketing messages per day, that has grown to over 3000 in today’s modern world.
Consumers are now dividing their attention between multiple touchpoints, media, magazines, online, friends, etc.
Miva, Google, Yahoo! and MSN Ad programmes are different.
-Revise Keyword selection and creative accordingly
Advertise in mutiple markets
-Understand cultural Nuances eg:
UK: Price Conscious
DE: Product Conscious
She moves onto a case study, and there is alot of quick slide flushing. I’m done now! Long blog!