BeyondtheClick：PlannersUseSearchBeyondSEM.ppt

* * * * * * * * * * * * * * * * Beyond the Click: Planners Use Search Beyond SEM Today’s Presenters Aaron Goldman, Managing Partner, Connectual Alex Hooshmand, VP, Product and Operations, BlueKai Brett Goffin, Head of Industry, Retail, Google Stacie Susens, Associate Director, Client Strategy Development, Resolution Media Eli Goodman, Search Evangelist, comScore 10 Ways to Use Search Data Beyond SEM 1. (Re)Define your audience Source: Microsoft adCenter Labs Women 18-34 2. Competitive Intelligence Source: AdGooroo Sitters Nannies Training, Job Hunting General Listings, Background Checks Live-Ins, AuPairs Disabilities, Non-profits 3. Refine your USP Source: Twitter Search Safety Cost Convenience Location  4. Adjust your product line/features  Source: AdGooroo Let’s watch the pets too!  5. Decide what markets to support Source: Google Insights for Search Time to open the Alaska branch!  6. (Re)Develop your Web site Source: Microsoft adCenter Labs Focus on Depth of Content, Info, and Engagement. Don’t Drive Straight to Lead Forms!  7. Tweak your non-search advertising creative Source: Yahoo Buzz Ads should make moms feel good about themselves!  8. Inform your online display media buys Source: comScore Marketer Buy CafeMom, HotChalk and Disney!  9. Measure performance of offline ads Source: Google  9. Measure performance of offline ads Source: Google Jan 31st Feb 13th 6:00 – 7:00PM Feb 17th 18th Feb 22nd5:00-6:00PM Feb 24th5:00 – 6:00PM Hourly 10. Predict elections Source: /2008/11/can-google-predict-election.html 10. Predict elections Source: Google Insights for Search 10. Predict elections Source: Google Insights for Search 10. Predict elections Source: CNN 10. Predict elections Source: /2008/11/googling-next-president.html * * * * * * * * * * * * * * * * * * * *