• http://twitter.com/incrediblehelp Jaan Kanellis

    @Dax. Can explain step #2? How is Chango tracking something that happens in Google search?

  • http://twitter.com/daxhamman Dax Hamman

    Sure. Not sure which piece you are referring to though, can you elaborate?

  • http://www.interneta-vietnes.lv Una

    yea, I also would like to know how can you target someone who have searched something on Google in the past?

  • Pat Grady

    They’re clearly wondering the same thing I am. How does Chango “listen in” on Google searches?

  • Pat Grady

    They’re clearly wondering the same thing I am. How does Chango “listen in” on Google searches?

  • John Shea

    Dax,

    Two questions:
    1. How many big retail sites do you have in your “private network of data partners who cookie individuals arriving from search engines”? If very few (as I imagine) where do you collect targetable transactional search data (eg. competitor brand names) as you suggest above?
    2. How is encrypted search effecting scale in your business?

    Thanks..

  • http://twitter.com/DPTweets DP

    I have done something similar, but it was/is a beta program offered by our Adwords support team.

  • John Shea

    DP,

    Very neat. What kind of results did you get? Was there decent volume on transactional keyword targets (eg. nike running shoes)?
    I’m skeptical about the quantity and quality of of targetable transactional search with either model. Presumably the majority of transactional search lands on retail websites (eg. amazon). These sites would be foolish to sell data to Chango or to host search-driven GDN ads. Therefore, I speculate that the search re-targeting opportunity is really restricted just to informational search?
    For retailers, I think something like http://www.intentmedia.com/ might be a wiser choice. And longer term, I think building out informational site content for SEO is certainly smarter than targeting banners of informational search.
    Now, that all changes if/when amazon gets into this game…

  • http://twitter.com/daxhamman Dax Hamman

    Ah ok, that makes sense. Here is a quick overview from our site that will help answer that. Also, feel free to reach out for a call or over email if you want to dive deeper. It’s pretty interesting stuff, but I might be a little biased :)
    http://www.chango.com/solutions/search-retargeting/how-it-works/
    We collect data through a private network of data partners who cookie individuals arriving from search engines – this is called ’referrer data’. All of our data is collected anonymously and stored against a cookie ID, and we abide by all privacy rules and best practices, including those of the NAI and IAB. The data partners that we work with are compensated financially for dropping the Chango cookie on their site. We also build on this search signal using a process we call amplification. During the campaign we monitor the behaviors of the clickers and converters and, using the search data as the seed, find other individuals who will respond favorably to the same campaign; think of this as a search-a-like.

  • http://twitter.com/daxhamman Dax Hamman

    Yes, they tried this in beta. Interestingly, they use the same sort of referrer data as we do (see my other response about about how), but they limit themselves to GDN referrer, and so the source is less diverse in our opinion.

  • http://twitter.com/daxhamman Dax Hamman

    Hi John – please see answer above, and you might want to download the blue whitepaper (Retargeting Exposed: Not Another White Paper About Retargeting!) for more info:
    http://www.chango.com/resources/white-papers/

    We do have some big retailers in our data set too – it’s a great proposition to consider, you want to generate ad dollars without running ads on your site, so why not come to someone like Chango and generate dollars with an ‘invisible ad’.

    With regards to your second question, smart point. And in fact, the impact is negligible. We have become the 2nd largest source of search data in the US and so the volume of data removed has no real impact. In addition, we have data partners doing smart things that mean this data is still collected and passed to us.

  • http://twitter.com/daxhamman Dax Hamman

    Good question. We primarily run campaigns on direct response goals, and have clients spending over $500k a month. Lots of scale and performance these days.

  • Carmen Johnson

    awesome