Tip:
Highlight text to annotate it
X
Search, we're finding a lot of parallels between other media. And so categories and content
tend to map into certain types of key words. Or within display, there are certain types
of sites in content or techniques and tactics that again, map into search. So, an example
might be that within display for retargeting happens to have a response profile very similar
to a brand term in search. And so we're applying a lot of understandings about search behavior
and consumer behavior into new and evolving channels, social and the Facebook self service
platform is another great example of where we are exploring the similarities between
a generic key word like “shirt” and categories within Facebook and seeing conversion of performance
on an ROI basis that’s similar or better than those generic key words that we're seeing
in search. And so it’s a lot about that experimentation and really understanding what
are your objectives and the best ways to accomplish them and then applying proven, tried methodologies
in new ways to come up with new methodologies for evaluating new opportunities.