Convert the Extra Point - 3 Strategies Anyone Can Use to Measure the Success Beyond The Last Click

@MarkIrvine89 #pubcon
3 Strategies Anyone can use to Measure the Success Beyond The Last Click
Convert The Extra Point

Meet Mark Irvine
• Data Scientist at Wordstream in
Boston, MA
• Researches industry trends in PPC
• Been working Paid Search for 3 Years
• Before PPC Life, worked with NESN,
ESPN, & CBS Sports
@MarkIrvine89

The MLB was dominated by teams with
big pockets – who focused strongly on
buying players around a small set of
metrics.
The Oakland Athletics GM, Billy Beane,
found himself with a small budget, a
gutted team, and a radical idea.
Moneyball – Baseball in 2001

A Focus on New Metrics
Last Season’s Stats Recruit A Recruit B Recruit C
Age 22 25 31
HR 8 8 4
RBI 18 21 12
BA .313 .291 .222
On Base % .312 .321 .431
3 imaginary recruits
The focus of most MLB
General Managers
The focus of the
Oakland office

The 2002
Oakland A’s
won as many
games as the
New York
Yankees – with
only a third
their budget
Oakland A’s take 20 game winning streak

Small advertisers can’t afford to compete
by looking at all the same metrics –
They need to play smarter.

New Media Playing With Old Metrics
Metric Shopping Specific Product
Keywords
Broader
“Top of the Funnel”
Keywords
Click Volume 3,293 5,598 8,905
CTR 1.56% 2.96% 1.02%
CPA $92 $101 $233
Conversion Rate 1.86% 3.05% 0.65%
Conversions 61 170 58
Case study SMB
Account:
Initial Reaction:
Pause /pull back campaign!

Campaigns Provide Value Beyond CPA
 This campaign
produced a lot of
traffic – but
rarely ever
converted.
100
120
140
160
180
200
220
240
260
2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000
ConversionsFromAllOtherCampaigns
Clicks in Poor Campaign
Original Performance

 Without making
major changes to
any other
campaign, we
saw conversions
from other
campaigns begin
to fall off as a
result.100
120
140
160
180
200
220
240
260
2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000
ConversionsFromAllOtherCampaigns
Clicks in Poor Campaign
So We Pulled Back on the Campaign
Pulling Back on Poor
Performing Campaign

 In this case, not only did reducing this “poor converting”
campaign reduce direct conversions. It also:
• Reduced the search interest in other campaigns by
10%.
• Reduced the conversion rate in other search campaigns
by 26%.
• Reduced the conversion rate of all website traffic by
12%.
• Total online sales suffered an 18% drop.

Token Funnel Slide
These searchers
Become prospects
Become customers*! *But not always in
1 click

Attribution is Critical
89%
Of marketers
believe
attribution is
important.
Source: AdRoll

But Most Aren’t Thinking With It
But
66%
of marketers
use a single-
touch
attribution
model
Source: AdRoll

We all say we value attribution,
but we clearly don’t know how to.

Attribution Hat Trick
Today’s 3 Goals:
1. Discover Full Funnel Insight with
Conversion Paths
2. Choosing the Right Attribution Model
3. Attributing Online Action to Offline
Marketing

Follow Conversion Paths
#1:
Keep your eye on
the ball

Different Campaigns Need to Play Different Positions
 Some assist.
 They create new
opportunities
with new
audiences and
bring them
closer to your
goal.
 Some convert.
 They work with
your core audience
and bring them
directly to your
goal.

We Need To Use Smarter Metrics
 Conversion paths available on the Campaign, Ad Group, Keyword,
& Search Query levels!

Different Campaigns Need to Play Different Positions
 These are your
assisted
conversions.
 They create new
opportunities
with new
audiences and
bring them
closer to your
goal.
 These are your
direct
conversions
(last click).
 They work with
your core audience
and bring them
directly to your
goal.

Valuing Campaigns For What They’re Worth
 Assisted conversions can be integrated into your
decision metrics:

Choosing The Right Attribution Model
#2:
Know the Rules of
the Game

Not All Assists Are Worth The Same
Individual assists worth
LESS
Individual assists
worth MORE

Not All Assists Are Worth The Same
Individual assists worth
LESS
Individual assists
worth MORE
Products or services with
a short buying cycle
or low profit margins on advertising.
Products or services with
a long buying cycle
or high profit margins on advertising.

Google Attribution Models
Model First Click Value Middle Clicks Value Last Click Value
Last Interaction
(Default for Google Analytics)
0% 0% 100%
Last Non-Direct Click 0% 100% (All on the last
non-direct click)
0% (If Direct)
Last AdWords Click
(Default for AdWords)
0% 100% (All on the last
AdWords click)
0% (If not AdWords)
First Interaction 100% 0% 0%
Linear Equal Equal Equal
Time Decay Least More Most
Position Based 40% 20% (Split Evenly) 40%
Data Driven
(Available within GA Premium
– soon to be rolled out further)
Based on source Based on source Based on source

Position Based
 Position based modeling heavily values the first and last
clicks
 Ideal when your campaigns are designed to educate about
your product.
 Great for when you’re trying to create a demand for your
niche.

Time Decay
 Time Decay modeling heavily values the most recent
clicks.
 Ideal when your campaigns are designed to differentiate
yourself from competitors.
 Great if you have several campaigns targeting the same
users while they’re evaluating their potential purchase.

Comparing Models

Work Other Channels Into Your Model
#3:
Be a Team
Player

We Live in A Multi-Device World

Offline Media Creates Online Action
0%
100%
200%
300%
400%
500%
600%
700%
Shareoftypicalactivewebsiteusers
Time
Website Visitors Following Regional TV Buy
Active Website Visitors
2:29 – 6x active users
1:55 - Ad
airs
2:02 – 6x active
users
2:23 – Traffic
10% Elevated.
Ad airs.
2:46 – Traffic
20% Elevated.

Think Mobile First

We’re Looking At Multiple Screens – At the Same Time!
 Source: “The New Multi-
Screen World Study”,
 Think With Google, 2012
Mobile users are
3x more likely
to respond to a
commercial

Recap
1. Use Conversion Paths & Assisted
Conversion metrics to fully value your
campaigns.
2. Find an Attribution Model that aligns with
your marketing goals
3. Value other channels for their contribution

Convert the Extra Point - 3 Strategies Anyone Can Use to Measure the Success Beyond The Last Click

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