• Kevin Lee

    Indeed, with the ability (using new technology like Didit’s new MAPS hyper-geotargeting plug-in product) we’ll get closer to the holy grail of targeting by audience and search signal simultaneously. Plus the engines will give us more control over audience (behaviorally) as well. Bid boosts by audience (behavioral or psychographic/demographic) will differentiate the winners from the losers in PPC.

  • http://twitter.com/mvanwagner Matt Van Wagner

    Thanks, Kevin. That MAPS product you’ve announced sounds really great – as always, you are helping define the next generation of systems and tools.

  • http://twitter.com/DudleyAntoine Dudley Antoine

    A point that drew my attention was the discussion of user intent when it comes to tablet usage. I agree that people are using these devices most likely during their leisure time. With this in mind I think its a good idea to be less aggressive on bidding and take more of an efficiency stance. Since it is a leisure based time period you will get plenty of “just browsing” clicks that may give you undesired results…

  • http://twitter.com/mvanwagner Matt Van Wagner

    Thank you for weighing in, Dudley.
    Very reasonable hypothesis and definitely worth testing. You may also find that during their leisure time people are willing to spend more time on your site, taking in more information and engaging with your brand. If so, then, you may want test landing pages and ad creatives, that are more informational and less conversion-focused. As long as you can keep their interest, they’ll stick around.
    This sort of purposeful browsing on a tablet device may result in later conversions – on different devices – which makes direct conversion attribution to your tablet strategy difficult. In this case, you may want to give more weight to engagement metrics for tablets. Lots to think about and test.

  • http://www.rimmkaufman.com/ George Michie

    Dudley, let data be your guide. Our research suggests that iPad traffic remains higher quality (conversion rates, AOVs) than desktop throughout the day. I wouldn’t bid tablets down unless data tells you to do so. For a clear look at the data from our client base: http://www.rimmkaufman.com/blog/dayparting-by-device-new-ipad/16032012/

  • http://twitter.com/mvanwagner Matt Van Wagner

    Thank you, George, for weighing in on this, and for also for the link.
    Your data analysis, as always, is very compelling.
    Thinking about the anthropology of the retail shopper, and wondering is the iPAD the modern day equivalent of a woman’s purse? Does your data suggest any gender bias?
    My intention isn’t to promote gender stereotyping, but we are where we are socio-culturally, so just asking the question about what you observe.

  • http://www.rimmkaufman.com/ George Michie

    We haven’t mapped it back to gender, though it’s an interesting notion. I think it’s a socio-economic phenomena. iPad users are on the higher end of the family income scale and that impacts the value of the traffic. Kindle Fire, at a much lower price point, does not see that same boost — just the reverse.

  • Pat Grady

    Your group NAILED it, imo. Too little about attribution, but that’s a minor comment. Thanks for leading!

  • http://twitter.com/mvanwagner Matt Van Wagner

    Hi Pat Thank you, Pat. I agree, attribution continues to be a hot (and fast moving) target as we try to understand cross platform,cross network, offline to online interactions. Sid Shah had an excellent presentation on the PPC Mad Scientists panel, explaining the usefuless of building econometric models to measure indirecty what is not possible to measure directly. Here’s a post he did earlier this year: http://searchengineland.com/basic-econometric-modeling-measuring-the-offline-online-effect-of-tv-advertising-on-search-spend-120203 Read anything Sid writes!

  • http://www.facebook.com/looegee Luigi Ferguson

    Matt – great article. Regarding tablets, while performance may be similar there are opportunities for advertisers who have tablet optimized sites that are different from their traditional PC site. Also, depending on the vertical there could be a big disparity in Avg. CPCs, CTR and ultimately the value of a user by device as it pertains to conversions and revenue. If an advertiser can, it might benefit them to break it out and optimize them differently if only to understand the difference in performance as time progresses.

  • http://twitter.com/mvanwagner Matt Van Wagner

    Thank you, Luigi. Agree with each of your points – to the extent you have enough and actionable data flowing in, you should absolutely take advantage of segmenting. Breaking out device campaigns now will help you understand when you approach the tipping point where you need to invest in a tablet-optimized site(s) to maximze revenue/profit.