Search Engine Strategies SF Presentation

1. REAL-TIME INTENT
PPC Beyond Search
Jonathan Mendez
Yieldbot
San Francisco| August 13–17

2. San Francisco | August 13–17, 2012 | #sessf
WHAT IS A YIELDBOT?
Yieldbot is a marketplace where
advertisers target realtime consumer
intent flowing through premium
publishers.
@jonathanmendez
@yieldbot

3. San Francisco | August 13–17, 2012 | #sessf
Yieldbot Real-Time Intent Marketplace Partners
@jonathanmendez
@yieldbot

4. San Francisco | August 13–17, 2012 | #sessf
In the Beginning – SEM Est. 1998
@jonathanmendez
@yieldbot

5. San Francisco | August 13–17, 2012 | #sessf
Expansion of the Intent Arts – Est. 2008
@jonathanmendez
@yieldbot

6. San Francisco | August 13–17, 2012 | #sessf
State of the Intent Arts – Est. 2011
@jonathanmendez
@yieldbot

7. San Francisco | August 13–17, 2012 | #sessf
What is Real-Time Intent?
Targeting what intent a person is exhibiting real-time
within a site session.
• Landing
• Click-Stream
• Exit
@jonathanmendez
@yieldbot

8. San Francisco | August 13–17, 2012 | #sessf
Not purchase intent – at this time it’s discovery
There are 11 Ads on this page!
@jonathanmendez
@yieldbot

9. San Francisco | August 13–17, 2012 | #sessf
Irrelevant Retargeter
Irrelevant
@jonathanmendez
@yieldbot

10. San Francisco | August 13–17, 2012 | #sessf
@jonathanmendez
@yieldbot

11. San Francisco | August 13–17, 2012 | #sessf
How is Real-Time Intent Determined?
Intent is captured using first party site data.
Lots of it. Every landing, every click-stream, every exit.
Intent distilled based on historical and real-time
analytics that create click-path specific dynamic/real-
time match rules.
@jonathanmendez
@yieldbot

12. San Francisco | August 13–17, 2012 | #sessf
How is Real-Time Intent Purchased?
You buy Keywords (and can use negatives)
Ads run as text on publishers standard above the fold
slots
Priced on CPC!
@jonathanmendez
@yieldbot

13. San Francisco | August 13–17, 2012 | #sessf
How is Real-Time Intent Perform?
Great!
• FURTHER QUALIFIED - ONE STEP FURTHER DOWN
FROM SEARCH
• BETTER CONTEXT THAN SERP
• VALUE OF PUBLISHERS BRAND
• EVERY AD IMPRESSION IS RELEVANT
@jonathanmendez
@yieldbot

14. San Francisco | August 13–17, 2012 | #sessf
Real-Time Might Be Your Best Performing Channel
• 26% higher conversion rate than Google Paid
• 326% higher conversion rate than Google Organic
@jonathanmendez
@yieldbot

15. San Francisco | August 13–17, 2012 | #sessf
Real-Time Has Full Funnel Value
AWARENESS
Understanding of realtime intent is
driving consumers from Premium
Publishers to Branded Content
REMARKETING
Intent laden traffic creates
larger cookie pools for
retargeted via ad
exchanges
CONVERSION
Conversion
Rates beating
Search Ads
@jonathanmendez
@yieldbot

16. San Francisco | August 13–17, 2012 | #sessf
THANK YOU!
Site: yieldbot.com
Blog: blog.yieldbot.com
Twitter: @yieldbot
Email: info@yieldbot.com
@jonathanmendez
@yieldbot