adchemy peisong cong, begum erdogan, cyrus pinto ms&e 239
TRANSCRIPT
AdChemy
Peisong Cong, Begum Erdogan, Cyrus PintoMS&E 239
Redwood City, CA
Founders: Murthy Nukala
Year begun: 2004
Industry: Business and Financial Services
Product/Service: Technology aimed at helping marketers serve more relevant and effective online ads
Investors: Microsoft, Accenture Technology Ventures, August Capital, etc.
Overview
(WSJ Lists Adchemy in Top 50 Venture Backed Companies - March 12, 2010)
Why so hot?
How Adchemy StartedMurthy Nukala
founded Digital Jones,acquired by Shopping.com
Rajeev Motwani
the late Stanford professor & Google adviser
What were the smartest people
doing now?
Batting for suppliers of online ads, like Google
Let’s do the opposite.
Bat for Ads Buyers!
Improve the relevance of ads to consumers' interests
Why don’t we start a company ?
OK.
How They Do It
Use Customer Intent rather than keywords to decide what ads to be displayed and where the customers to be directed.
Developed technology IntentMap to use Advertisers' Data to create Targeted Search, Brand Ads and relevant Landing Pages on the advertisers’ web sites.
(management consulting, technology services and outsourcing company)
Provide Enterprise-Scale Digital Marketing Technologies, Best-Practice Methodologies, Digital Consulting Services.
Provide qualified Microsoft adCenter customers to use the Adchemy IntentMap technology to improve the profitability and scalability of paid search campaigns on and
Partners
• An alternative to the keyword-based system
• Problem: The bigger the company, the more keywords to manage
• Solution: Grouping millions of keywords into manageable “intents”
• 3 million keywords 3,000 intents
AdChemy IntentMapTM
AdChemy IntentMapTM Video
• http://www.adchemy.com/products/
How does IntentMapTM work?
What does IntentMapTM provide?
Industry Standard:
• Tips for choosing the best keywords– Step 1 : Brainstorm all brand and product names– Step 2 : Taylor Ads for each Keyword– Step 3 : Remove any general words in Keywords
• http://www.youtube.com/watch?v=AJoUEBYIniI
Sample Search
Closing Thoughts
• Adchemy is driving the industry forward• IntentMap works, but within constraints• Adchemy values its privacy
Thank you!
Q&A