Targeting Search Ads By Demographics & Behavior

Apr 26, 2006 - 11:34 am 1 by
Filed Under SES Toronto 2006

Moderated by Andrew Goodman...

Kevin Lee is first up and he shows the Google Golden Triangle, eye tracking study heat map. He explains that targeting will enable you to make a more profitable sale. Targeting brings us one step closer tot he holy grail of advertising. What is the holy grail? Marketers get to put more of their budgets towards their best prospects/customers, Searchers only see the ads that marketers really want seen, and Publishers get a higher yield on their search and impression inventory. MSN adds increased targeting options by allowing you to raise your bid by demographics (age, gender, geographic), plus with say parting, daily scheduling... Behavior segmentation; better conversion from click to lead/sale, higher immediate value, better lifetime value of the customer, offer responsiveness. Targeting by behaviors; prior search behavior, prior click behavior and content preferences. When do you want to target by demographics? :) A power segment is when several of these demographics and behavior criteria overlay each other, this segment is worth so much more to you. Look at conversion rates by geo and time of day, do an analysis of your current customers, gender and age, use your CRM system. He shows some MSN adCenter screen shots. Use your keyword data to buy other type of media, which sites rank well organically for your keywords? He then puts up his lunatic slide...

Jennifer Slegg is now up. Behavioral Ads are ads targeted based on specific user's previous surfing behavior. Different users see different ads. She then explains the difference between demographics and behavioral. She explains how behavioral works, how it looks at person A's past search and browsing experience - to show ads related to that data. Users are tagged normally via cookies and also 1x1 transparent gifs. Publishers can earn money by dropping cookies on your sites within networks such as Tocoda, Kanoodle and There are privacy issues with his, there is a misconception of "big brother," no personally identifiable information used, only the fact that you viewed specific sites or pages are used to determine targeting. Behavioral versus Spyware. Why is behavioral targeting not spyware? Spyware installs software onto the computer, behavioral simply drops a cookie or an image, spyware often hijacks searches and web sites, behavioral overwrites ads on web sites, spyware doesn't overwrite ads, ads are served by the site itself or by a 3rd party chosen by the owner. Problems that can affect targeting with behavioral include; multiple users on the same computer, spyware and virus programs that flag and delete cookies as "dangerous" or "suspicious" causes misconception about purpose and targeting is lost when deleted. Other issues with behavioral? only small % of ads are behavioral, not widespread availability of ad space across variety of sites, and launch of a large scale publisher program for this. Companies that offer it is for Tacoda, Kanoodle,, AlmondNet.

Jason Dailey of MSN is now up. He restated why targeting is important, most from Kevin's speech. He shows a screen capture of MSN adCenter. It shows an overview of all the campaigns currently running, and how they are performing. He then shows a keyword generation tool which contains demographic information, with trends over past 12 months. These tools are important for writing your search creatives. He goes through the process of setting up the campaign, select locations ads should run, the days it should run, the times it should run, and continues to go through the steps of setting up a campaign. He then shows a screen which allows the targeting, you can add incremental bids for certain demographic and/or geographic information. He then shows off the reports within MSN adCenter.


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