Kevin Lee of Did-it.com spoke next; Kevin is one of the most articulate and knowledgeable speakers in the entire field and he has a very strong working knowledge of whatever he's talking about. So, when Kevin talks, I listen.
The way Kevin Lee talks about Advanced Targeting - that targeting is a strategy to find the most profitable keyword buys. "If Internet Advertising can target to people really well, everyone wins". The goal of Demographic and Behavioral Targeting is to define your "power segments" and the keywords associated with the your power segments. You can then look at various behaviors and use strategies to maximize your conversions. Kevin talked about out a number of things you can play with once you understand who your target audience really is (a.k.a, your Power Segment).
Next, Daniele Leitch of www.morevisibility.com spoke of the need to now move to demographic targeting. Like me, Daniele believes that it's only a matter of time till all the search engines match MSN AdCenter's geo-demographic offerings. In other words, the time for using Geo-Demographics in online marketing has arrived.
Daniele talked about fine tuning your keyword phases and deciding on a strategy of when it's worth paying more for your bids if your reaching your "power segment" because they will convert at a higher rate.
Finally, Dana Todd of Sitelab International spoke about Spy ware and that we need to consider how search engines are gathering this extra data that's becoming the basis for the Demographic Targeting information. Dana also talked about Yahoo Fusion Marketing as an early adopter of Demographic and Behavioral marketing and she had studies from one client , Hot Springs Spa, that went back close to 10 years. She was able to show that behaviorally targeted Yahoo Fusion ads performed much better than average under certain circumstances.
What I would say, in summary for this session, is that my work with MSN Ad Center (and the posts that i have shared here recently, have prepared me to be to understand and utilize the information from MSN Ad Center, perhaps better than anyone else in that crowded room.
I hope to interview someone from MSN Ad Center team in the next 24 to 36 hours, and when I do, I expect to get a very detailed understanding of the product that is beyond what has been presented in any session and a glimpse into the future of what it could become.
In fact, I already know what the product should do, could do, and I have posted some of those ideas at this blog already.
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