Closing The Loop with Offline Tracking

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  • 1. Closing the Loop with Offline Tracking Looking Beyond the Lead to Increase ROI
  • 2. You Get What You Track For
  • 3. What metrics are you currently using to measure your success?
    • Leads?
    • Clicks?
    • Impressions?
    • Time On Site?
  • 4. Traffic?
  • 5. What does your company really want to get out of your marketing efforts?
      • Sales?
      • Top Line Revenue?
      • Bottom Line Earnings?
      • Margin?
      • ROI?
  • 6. It’s Time to Evolve
  • 7. All Leads and Sales are Not Created Equal
    • How can you separate the wheat from the chaff?
  • 8. Track Further Down the Funnel
    • B2C - move beyond sale to lifetime value of customer (eCRM)
    • B2B - ensure that you are integrated with the Sales Automation / CRM system
    • BOTH: change your optimization focus to “post click” and “post web” events
  • 9.
    • Case Studies
  • 10. Example Client 1: ROAS by Keyword
    • B2B software space
    • High six figure spend per year
    • Mature campaign, highly optimized on a CPL basis
    • Had paid search data integrated into their CRM system for over a year
    • Compared sales versus spend on a keyword and search engine basis
  • 11. Example Data - ROAS by Keyword Leads Sales Lead/Sale Conversion ROAS Keyword 1 647 1 0.15% 0.56 Keyword 2 488 5 1.02% 1.55 Keyword 3 105 4 3.81% 2.05 Keyword 4 606 5 0.83% 3.18 Keyword 5 104 14 13.46% 7.54 Keyword 6 565 3 0.53% 7.65 Keyword 7 110 14 12.73% 9.94 Keyword 8 45 6 13.33% 19.19 Keyword 9 65 11 16.92% 73.44 Keyword 10 386 89 23.06% 83.38
  • 12. What Did We Learn?
    • Don’t be mislead by “shallow successes”
    • Search for “hidden treasures”
    • ROAS may vary widely, even with a constant CPL
    • Bids must be adjusted with new data
    • Spending allocation changed by about 40%
  • 13. Example Client 2: ROAS by Engine
    • B2B finance space
    • Mid six figure spend per year
    • Paid search data integrated into their CRM
    • Yahoo not generating leads as well as Google
    • Client suspected that Yahoo might have more consumer traffic & therefore be less valuable
  • 14. Example Client 2: ROAS by Engine
    • Google
    • Conversion Rate: 9.19%
    • CPL: $31.97
    • Lead to Sale Conversion Rate: 4.10%
    • Cost Per Sale: $779.21
    • Yahoo
    • Conversion Rate: 4.18%
    • CPL: $35.15
    • Lead to Sale Conversion rate:11.43%
    • Cost Per Sale: $307.55
    Looking at leads, Google seemed to be a much better source of traffic. However, the cost per sale was 151% higher
  • 15. Example Client 3: B2C Internet Retailer
    • Largest retailer of golf products in the country, with a successful and diversified online operation
    • Started measuring online traffic value according to data from the eCRM system (e.g. after the first sale)
    • Resulted in significant decrease in affiliate payouts; increase in PPC and SEO
  • 16. How Is This Done?
    • Some CRM systems can integrate directly with search engines (Salesforce + AdWords)
      • Downside: Less flexibility, Google only
    • Some tracking systems can bridge between search engines & CRM system (Omniture has a great tool for this)
      • Downside: May require switching tracking systems & paying more
    • Sometimes you have to do it yourself
  • 17. DIY Instructions
  • 18. Step 1: Create Custom Fields
    • Create custom fields in your CRM system for the information you want to capture
      • Keyword (avoid {keyword} tag)
      • Search Engine
      • Ad Group
      • Campaign
      • Ad ID (using {creative } tag)
      • Content/Search
      • Match Type
      • Click Date
      • Referring URL (for SEO purposes)
      • Etc.
  • 19. Step 1 Continued: Encoded Fields
    • Or, capture many pieces of information at once with a keyword code
    • Keyword code should contain information on the keyword, campaign, ad group, match type, and sometimes also search engine
    • Another advantage – less tracking visibility to the searcher
  • 20. Step 2: Update Tracking URLs
    • If you are already capturing this information in your analytics system, you can use the same variables (e.g. utm_term for keyword)
    • If you are not already capturing this information in your analytics system, add these variables to your keyword URL in a query string
      • Example: www.sample.com?KW=sample+keyword&SE=Google&Campaign=US&AdID={creative} . . . .
    • Make sure not to use variable names already in use for something else
  • 21. Step 3: Set Cookies
    • Have your website set a cookie that captures these variables from the landing page query string and referring URL
    • The cookie code should be on all pages, not just landing pages, for natural search tracking
    • Bonus: More people accept first party cookies than 3 rd party cookies, so if you are currently using a tracking system that uses 3 rd party cookies, you may see better data integrity
  • 22. Step 3 Continued: Cookie Details
    • Cookie length & overwrite preferences vary by company
    • Cookie length is generally 30-45 days, but look at your current cookie length for guidance
    • Cookie can be set to keep information from the first click, or overwrite in order to show information from the last click
    • Ideally, capture first and last clicks, or all clicks, for a multiple attribution model
    • Remember there’s a max of 22 cookies per site in IE
  • 23. Step 4: Add Hidden Fields
    • Add hidden fields for each of these variables to all of your forms
    • These fields should pull values from the cookie, rather than user input
    • Make sure to update your web to lead CRM integration to capture these new fields
    • Bonus: You might be able to take off that drop down menu asking “How did you hear about us”, which might improve your conversion rate.
  • 24. Step 5: Test and Report
    • Test all forms to make sure the process is working
    • You should see leads coming through with paid search tracking information, as well as basic contact information from the form
    • Set up reports in your CRM system to list sales (or opportunities) with the new fields displayed as additional columns
  • 25. Step 6: Process the Data
    • Compare this data to your paid search spend, just as you do with lead data
  • 26. Steps in Review
    • Create custom fields in your CRM system
    • Update tracking URLs in the search engines
    • Create cookies on your website
    • Add hidden fields to your forms
    • Test that everything is working
    • Process data & adjust campaign accordingly
  • 27. Alternate Conversion Types (Important!)
    • Conversion doesn’t have to occur on your website
    • Track phone calls from search
    • Integrate chat to drive conversions
    • Add coupons for in-store purchase tracking
  • 28. Using Online to Inform Offline
    • Contrary to Conventional Wisdom
    • Email  Direct Mail
    • Rich Media  Broadcast
    • Banners/Sponsorships  Print Ads
    • Paid Search  All
  • 29. Caveats to Remember
    • Pay attention to statistical significance
    • Take your sales cycle length into account
    • Look at “junk” leads as well as sales
    • Consider an intermediate step of looking at cost per opportunity
  • 30. Landing Page Testing
    • Don’t just optimize to on-site leads, optimize to what brings you offline revenue
    • Some tools will work with this sort of tracking by adding a page code to your tracking
    • In other cases, you may need a more manual approach.
  • 31. Example Client: ROAS by Website
    • One B2C client was testing a new site design
    • The new design had a slightly higher click to lead conversion rate
    • Comparing sales data, found that the new design had a lead to sale conversion rate of 1.34%, while the old design was at 2.80%
    • The new design actually had nearly 2x the cost per sale
  • 32. DIY Landing Page Testing
    • Take a few of your keywords with the highest lead volume
    • Put each in a separate ad group
    • Create 2 ads in each group, exactly the same to the searcher, but with different landing pages
    • Place all tracking information (including the keyword and landing page code) in the ad copy URL
    • Do not use a keyword URL
  • 33. Remember . . .
    • Track through to revenue to find which elements of your campaign are benefitting your bottom line
    • Make sure your tools allow you to track past the lead
    • Ultimately, test everything
  • 34. Favorite Tools
    • Google Trends
    • Google Hot Trends
    • Google AdWords Keyword Tool
    • WordTracker Free Keyword Suggestion Tool
    • Keyword Discovery
    • Google Website Optimizer
    • Google Ad Preview Tool
    • SpyFu
  • 35. Google Trends www.google.com/trends
  • 36. Google Hot Trends www.google.com/trends/hottrends
  • 37. Google AdWords Keyword Tool https://adwords.google.com/select/KeywordToolExternal
  • 38. WordTracker Free Keyword Tool freekeywords.wordtracker.com
  • 39. Keyword Discovery www.keyworddiscovery.com
  • 40. Google Website Optimizer www.google.com/websiteoptimizer
  • 41. Google Ad Preview Tool https://adwords.google.com/select/AdTargetingPreviewTool
  • 42. SpyFu www.spyfu.com
  • 43. SpyFu www.spyfu.com
  • 44. Additional Resources (and Q&A)
    • Apogee Search Blog: www.apogee-search.com/Blog/
    • Apogee Glossary: www.apogee-search.com/Resources/Glossary/
    • WebMaster World: www.webmasterworld.com
    • DigitalPoint Forums: forums.digitalpoint.com
    • Search Engine Land: searchengineland.com
    • Sphinn: sphinn.com
    • Daily SearchCast: dailysearchcast.com
    • MarketingSherpa: marketingsherpa.com
    • ClickZ: clickz.com