ZAP Search Overview

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ZAP Search Overview



Fall 2011

2

Table of Contents


Media Innovation Group and Zeus Advertising Platform


ZAP Search Overview


ZAP Search Features


Case Studies


3


MIG is a technology
-
driven digital marketing company designed
to help marketers navigate the increasingly complex online
display landscape.


MIG products and services improve the process of acquiring,
optimizing and analyzing digital media for an ever
-
growing list
of advertisers.

3

Media Innovation Group (MIG) Streamlines the Complexity

4

Data
-
Driven Technology Company At the Core


Unparalleled, powerful Zeus Advertising Platform (ZAP) built on fully
integrated data infrastructure warehouse to connect, analyze and action all
digital consumer touch points across all digital media in real time

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Accounts for media performance
as well as recency and frequency

Outperforms last ad method by 2.5
times in predictive power

Insights to strategically plan &
optimize across digital channels

Data
-
driven methodology with

no arbitrary assumptions

5

ZAP: Integrated Management & Actionable Insight

3
rd

Party
Data

3
rd

Party
Research

Verification

Creative
Optimization

3
rd

Party Ad
Serving

CRM Data

Display

Search

Video

Mobile

Social

6

Table of Contents


Media Innovation Group and Zeus Advertising Platform


ZAP Search Overview


ZAP Search Features


Case Studies


7

Unmatched Experience and Technology

1999

2004

2005

2006

2007

2008


Decide Interactive launches
search technology


24/7 Real Media acquires
Decide Interactive


Decide DNA released as
first double
-
byte, multi
-
lingual, and multi
-
currency SEM technology


WPP acquires
24/7 Real Media

2011


Decide DNA integrated into
Zeus
Advertising Platform and
launched
as ZAP Search


Media Innovation Group
(MIG) launched


Jupiter Research names
Decide DNA the “most
advanced bid management
technology.”


Decide DNA receives Platinum
European Seal of Excellence,
recognizing outstanding
achievements in digital media

8

ZAP Search Powers Campaigns for Global Brands

Clients

9

“ZAP Search was the only tool that
addressed all our issues without
compromise. …

the MIG was more
than search tool provider, they have
helped me understand the connection
of search to all media.”

ZAP Search Delivers More Than a Search Tool

Dan Fleetwood

SAP Global Search Marketing Manager

10

Presence in each

major global region

Global Reach and Scale, Local Knowledge and Execution

UI in 7 languages

Across 30 countries

250 sources of traffic

Direct API Connection to
7 major search engines

11

Comprehensive Search Management Within Platform


ZAP Search provides a single solution to plan, manage and optimize search
campaigns from a single dashboard with advanced ROI tracking and analysis



12

Advertiser

Agency

Manages Multiple Data Points

13

Increased Engagement Throughout Digital Marketing Funnel


Automate manual processes, create customized reports and gain advanced
insights to maximize ROI throughout search


Integrated reporting of multiple media
sources



Creative ROI Reporting



Rank Optimizer

Awareness


In
-
channel attribution assist in
understanding user intent



Click Path analysis report

Consideration


Maximize exposure in the search
experience



Combined SEO and Paid search
tracking

Preference


Comprehensive ROI reporting and bid
management automation



Detailed ROI reporting by multiple
variables



ROI and custom optimizers

Action

14

Table of Contents


Media Innovation Group and Zeus Advertising Platform


ZAP Search Overview


ZAP Search Features


Case Studies


15

ZAP Search Features

Cross
-
Channel

Reporting


Dashboard & advanced traffic reporting


Multiple Attribution models


Extensive ROI tracking and analysis


Customizable reports


Efficiency &

Support


Easy, intuitive campaign
management workflow


Dedicated account management


Ongoing training and support


Online resource center

Inventory
Management

Performance
Optimization


Automated bid management


Third party integrations


Keyword harvesting


Negative keyword recommendations


Multiple inventory source
management


Double
-
byte capabilities


Product feed management


Conversion feed management

16

Advanced Reporting


Access to multiple attribution models combining paid, organic, feeds & mobile


Last
-
click


Equal


Weighted



Detailed attribution reports assist with planning, managing and measuring
local search activities


In
-
Channel



Conversion Category

Conversion Name

Conversion Time

Conversion Value

Click Number

Click Time

Advertiser Segment

Traffic Source

Search Query

Targeted Keyword

Conversion

Sale

1/1/2011 0:01

100.00

1

12/31/2010 23:39

Advertiser Segment 1

Google AdWords

specific product

product

Conversion

Sale

1/1/2011 0:01

100.00

2

12/31/2010 23:29

Advertiser Segment 4

Yahoo! Gateway
-

AU

brand x

brand x

Conversion

Sale

1/1/2011 0:01

100.00

3

12/31/2010 12:00

Advertiser Segment 3

SEO

cheap laptop

-

Conversion

Sale

1/1/2011 0:01

100.00

4

12/25/2010 23:30

Advertiser Segment 2

Google AdWords

laptop

laptop

17


Quantify the percentage of search clicks
preceded by exposure to display



Determine the impact of incremental
exposure to display on “Search Click to
Conversion” rate leveraging Frequency to
Conversion methodology


Understand the impact of display on both
paid and organic search

Goals & Objectives

Approach

Results


Display has significant impact on search,
effect is limited to display reach

-
20% of search clickers exposed to
display


Display exposure has a clear impact on
“Search Click to Conversion” rate

-
Stronger impact on organic search


No visibility into upper funnel impact of
display on search CTR

-
Search engines do not share user
-
level
impression data




Case Study: Cross
-
Channel Attribution

18

Dedicated Account Management Support and Tools


Seamless account management with intuitive campaign management
workflow tools and dedicated ongoing account support

19

Intuitive Campaign Management User Interface

20

Efficient Global Inventory Management


Manage all global search engine campaigns as well as product feeds through
single interface with full double
-
byte capabilities and custom reporting

Japanese

Korean

Chinese

And Now Russian

21

Portfolio
-
Based Performance Optimization


Return on investment powering performance optimization across all
campaigns based on customizable advertiser business rules

Key Optimization Features

Key Optimizers


Reporting tailored to KPIs



Certified search engine data
accuracy & integrity



Day
-
part Optimization



Advanced optimization
training & support


Target

Return on Ad Spend

ROAS

Target

Average Rank/Position

Rank

Target

Average Cost per Click

CPC

Target

Customized Bid Rules

Custom

22

8am

12pm

4pm

8pm

1


2


3


4


5


6


7

Position

Time

Day
-
Parting Optimization


Demographic targeting


Position changed by
audience


Developing tool but high
conversions


Day
-
Part: Changing position by hour


Different strategies per day


Constantly tested and changed

23

Table of Contents


Media Innovation Group and Zeus Advertising Platform


ZAP Search Overview


ZAP Search Features


Case Studies


24

Additional Case Studies


Currently we have case studies available in the ZAP Resource Center that can
be found at the below URLs:



http://resourcecenter.themig.com/resourcecenter/home/case_studies/display/



http://resourcecenter.themig.com/resourcecenter/home/case_studies/search/