Data is King. Targeting with search technology goes beyond keywords from the engines. The advanced retargeting platforms will help brands and agencies to narrow their displays to geotargeted campaigns while keeping within their keyword strategy in a cost effective and measured manner. Brands then have one more chance to find and present a message to the correct audience, at the correct time, at the correct price.
What can Novamo do with data? To illustrate, we selected the variables using two methods - the first based on clicks to views, and the second based on relevance scores of keywords that are independent of any click data points. In the first approach (data-based), we rank keywords against a measure that quantifies the interaction between keywords occurring in the page and ad regions, including search engines, in text, contextual, and domain.
Knowing the CTR against Keywords to pages we can assume the higher values of the ratio indicate stronger interaction being induced by the presence of the keyword which in turn enhances the engagement rates of ads to pages. We then take this data into a three-dimensional platform (X, Y, and Z) that will correlate where the keyword, user and priced impression intersect against pre-determined variables such as day-parting or geographic constraints.
Interesting stuff: for advertisers that market in a complicated digital arena, search retargeting can be a powerful tool in lowering actionable pricing over traditional display. Campaign creative has the option to be dynamic according to keyword and location, so brands can test multiple price points or CTAs to provide optimization opportunities in real time across a variety of keywords.
Some examples of what it’s all about.
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