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For a long time now, the utopia for online dis­play adver­tis­ing has been to be as tar­geted and as cost-effective as search adver­tis­ing in order to claw back adver­tis­ing dol­lars. The jour­ney has been slow, ad net­works ini­tially helped scale online dis­play adver­tis­ing and pro­vided lay­ers of tar­get­ing tech­nolo­gies to make the cam­paigns more effec­tive. How­ever, pric­ing was based on arti­fi­cial flat fees and seg­ments that had been pre-set within the lim­its of indi­vid­ual ad net­works.

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This week I had the oppor­tu­nity to speak at Search Engine Strate­gies Lon­don on the topic of search remar­ket­ing. If you’re unfa­mil­iar with the topic, it’s the idea of being able to show rel­e­vant ads to audi­ences that have vis­ited your site but not taken the desired action.

For exam­ple: let’s say you’re run­ning a B2B lead cam­paign, and you’re pulling in heaps of traf­fic to your web­site from search, email and dis­play adver­tis­ing. If you’re lucky, per­haps 5–15% of those peo­ple (and that’s pretty darn good) will fill in your lead form and press the sub­mit but­ton.

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In 2010 we saw plenty of inno­va­tion from the search engines and social net­works, but what’s in store for 2011? I expect the inno­va­tion to con­tinue with a fur­ther push into real-time dis­play, AdWords automa­tion and, ulti­mately, less focus on key­words and more on mar­ket­ing objectives.

Keyword-less search mar­ket­ing and Google Boost

Google is hard at work gain­ing more adver­tis­ers by low­er­ing the bar­rier (i.e. cost) for AdWords self-service. Over the years we’ve seen new mod­els such as cost-per-lead for com­par­i­son — and prod­uct list­ing —  ads. These, in my view, are only the first few steps into the keyword-less search mar­ket­ing expe­ri­ence.

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With a long his­tory in B2B mar­ket­ing, we’ve devel­oped a thor­ough under­stand­ing of how to approach this sec­tor in most mar­ket­ing dis­ci­plines. And paid search is no dif­fer­ent. A cou­ple of weeks back we flew over to Oslo to share some of our insights at the largest search mar­ket­ing con­fer­ence in the Nordics. Below are the slides from our pre­sen­ta­tion. Enjoy.

Search Mar­ket­ing for Busi­ness to Business