SES Chicago 2006 Recap – Compare and Contrast Ad Program Strategies

• Use one country per campaign
• One account per country. (Yahoo?)
• Radius targeting: Marketing for a radius around a specific location. Microsoft refers to this as “Order Level”
• Yahoo Panama – Yahoo’s New marketing platform (1st quarter 2007)
• Ad preview tool shows what people will see for targeted sites outside of your geographic area. IE.. In Texas working with a California customer.
• Geo Keywords: State, State abbreviation, cities, neighborhood, Zip, Area code, counties, airport code, regional lingo such as Panhandle or the Loop.
• Different countries respond to different offers. All English not created equal!
• Negative Keywords – “Higher quality score”
• Advanced Yahoo “Phrase and Broad”
• Singulars and plurals on Google & Microsoft, Yahoo uses a match driver
• Search Engine Marketing Professional Organization
• Key words, ad, and landing pages must be carefully coordinated”
• Dynamic Keywords – Content added to page based on keywords specified by the searcher. Used to distinguish searcher intent.

Match Types

• Editorial Review – If you have problems contact customer service.
• Google and MSN automatic review while Yahoo is a manual process.
• It is necessary to be familiar with the editorial policies of each search engine.
• Trademarked terms are considered in quality score.
• You may need to apply for an exemption to use a trademarked term such as “Enterprise”
• Find good people at each search engine to deal with.

• Evaluate ads yourself! Don’t count on search engine statistics. Count conversions not clicks. Yahoo will be offering a conversion tracking option with “Panama”.
• Conversions need not necessarily based on sales. In some cases other valuable customer may be considered a conversion.
• Tracking Cookies can track repeat users of the site. In some cases this could be considered a conversion.