SES London 2012 - Alistair Dent - PPC Tools of the Trade

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Talk by Alistair Dent at SES Conference & Expo in London, February 2012, on PPC Tools of the Trade

Talk by Alistair Dent at SES Conference & Expo in London, February 2012, on PPC Tools of the Trade

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  • 1. London | 20–24 Feb, 2012 | #seslondon Periscopix• Alistair Dent is Head of PPC Training at Periscopix, the UK’s leading independent PPC agency.• In this session you will learn why conversion tracking is important and how to decide what to track.• Afterwards you will be able to compare different suppliers of conversion tracking systems and evaluate the best solution for your needs. @periscopix
  • 2. London | 20–24 Feb, 2012 | #seslondonWhy Track Conversions? @periscopix
  • 3. London | 20–24 Feb, 2012 | #seslondon What Should I Track?Images copyright JonathanDresner, freephoto.com @periscopix
  • 4. London | 20–24 Feb, 2012 | #seslondon Platform vs 3rd Party SystemsPlatform’s Own System 3rd Party System• Direct visibility next to • Cross-channel attribution keyword/ad possible• Free to implement • Can track a wider variety of actions • Can only track page loads • Can be out of reach for • Cannot work with other small advertisers channels • Poorer line of feedback to platform interface @periscopix
  • 5. London | 20–24 Feb, 2012 | #seslondonTelephone Tracking @periscopix
  • 6. London | 20–24 Feb, 2012 | #seslondon De-DuplicationTraffic Organic PPC Affiliate EmailSourcesDe-DuplicationSystemAccount Budget DecisionsFeedback @periscopix
  • 7. London | 20–24 Feb, 2012 | #seslondonMulti-Touch Attribution @periscopix
  • 8. London | 20–24 Feb, 2012 | #seslondon Actions to Take• Feed data back to the • Set yourself accurate most granular level, e.g. CPA targets. Make sure keyword, link, ad every click is profitable. creative.• If de-duplicating, decide • Check for any double which clicks take tracking and remove priority. duplicated conversion types. @periscopix
  • 9. London | 20–24 Feb, 2012 | #seslondonFree or Paid?VS @periscopix
  • 10. London | 20–24 Feb, 2012 | #seslondon Conclusion• Track anything that leads to you making money, but assign realistic values to each action.• Choose your tool carefully, direct lines of feedback to the system you use to take actions is important.• Sometimes people trump technology, sometimes technology trumps people. You’ll get nowhere without making correct use of both. @periscopix