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Ad Testing Across Networks

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. z. a division of . About NewGate. Outline of the Presentation.

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Ad Testing Across Networks

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  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

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