SVP & Managing Director at BrightTag
02 December 2009 10:34am
For example, if the advertiser is a telecom, "customer state"
i.e. "customer relationship" variables that might be managed in its
[cookie] data might include:
an ID that represents lifetime value score
an ID that represents customer segment (based on
the advertiser's customer database, not AudienceScience or a publisher/ad
an ID that represents handset
an ID that represents contract type e.g. pay as
you go, monthly, etc
a date that represents contract start
a date that represents contract expiration
In the event you’re unclear where this is headed, when this information
is available in an advertiser’s own domain data (increasingly common), the data
is not only available for immediate referencing at the point of the paid search
ad click, it is also available for real-time ad targeting (although not in the
context of paid search advertising...yet).
Now, I've proposed this idea to a number of media agencies and
advertisers over the past 12+ months and this is what I've gathered:
Most advertisers would rather NOT target i.e.
spend money on paid search advertising that reaches/targets existing customers
i.e. existing relationships. Said another way, if given the choice, advertisers
(the small handful with whom I spoke about this; not a statistically valid
sample) would effectively opt out of targeting existing customer relationships
via paid search programmes.
Given that the vast majority of advertisers have been trained to view
paid search via Google, Microsoft and Yahoo! as a vehicle for customer acquisition
(not up-sell/cross-sell, retention, etc) it’s no surprise that the [gut]
reaction I got was to cut the cost of reaching existing customer relationships
[they might transact again without the aid of paid search ads].
But, get this, many advertisers admitted they were aware that, in some
cases, a very large percentage of their paid search ad clicks, costs and
subsequent transactions were mapped to existing customers.
So, the question again:
If "customer state" was a targeting option for your paid search
advertising, what would you do?
Would you tailor your paid search ads to “speak” with your existing “relationships”
with a new and arguably valuable relevance or would you choose not advertise to
existing “relationships” via paid search programmes at all.
Note: Please keep in mind that, as far as I know, customer “state”
based targeting is NOT available via paid search advertising today. It IS
available via display advertising, which, if you’re interested, you can ask me
Developer at Caleb Jarvis Enterprise
02 December 2009 13:00pm
A paid search in my opinion would be to scan data resources available on legal terms in any media offered on an available basis. Secrecy is also important when protecting vested interests and respecting other businesses and misecellaneous persons etc.
CEO at Connected
03 December 2009 12:37pm
James, I've sent you an email.
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