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The Evolving Culture of Paid Search and Conversion
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The Evolving Culture of Paid Search and Conversion

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Interactivity Digital presentation by Susan Wenograd

Interactivity Digital presentation by Susan Wenograd

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  • 1. 1 ISusan WenogradVP, Channel StrategyGoodway Group@SusanEDub
  • 2. 2 I
  • 3.  “What was” and “what is” How to leverage the “what is” Evolving how we think about conversion Cultural habits and challenges3 I
  • 4. 4 IThe good news is, we’re not that bad now.The bad news is, there’s a lot of data, a lot of specialists involved, and some folksare just in a rut with the way they handle their paid search routine.Sup?I buy banner ads. I got us 10mmviews at a $0.50 CPM. I amAWESOME.Neat.I bid on 500,000 keywords at upto $45 CPC. We’re always #1.We’re showing up on midgetporn sites and are #1 for thatkeyword. Bitchin’.• Conversions were a nice-to-have.• Channels didn’t matter much – you just spent budget.
  • 5. 5 I
  • 6. 6 I6 IM E A S U R ETSTNDERSTANDDTEGRATACINUM EMOCLCSE EGAGNShare ConversionWins/Fails.Every channel is different, but test, test,test some more. (And for God’s sakeSHARE IT OUT.)Your PPC Portal Shouldn’tExist in a Vacuum• Dynamic value tracking• Consider longer-term conversion playsby tiering the actions people can takethat indicate success, such as “on-click”goals in Analytics.Use Analytics AssistedConversions & ConversionTypes.Conversions aren’t just about the last-ad-seen attribution. They’re often a longer roadwith signals along the way.
  • 7. 7 I7 I• New channels will always emerge – avoidtunnel vision.- Semantic search- Social/Graph Search channels• Realize the ease of attributing conversioncredit is dissolving.- Search retargeting. It’s search, but it’sdisplay.- Facebook Graph Search:what is that? Social? Search? Both?
  • 8. 8 I8 IPaid search is traditionally seen as a “conversion channel.”Conversion trackingis a blessing and acurse. A “blurse,” ifyou will.(Bill dared me to use this photo of him.Don’t call my bluff, man.)Is that limited to sales and leads? Do we know thatit’s not a catalyst for the start of a consumer journeyvs. its end?Things that have traditionally been an “anything”channel aren’t living in that silo anymore.Conversion tracking is important, but it can alsoinhibit exploration of a channel’s additional benefitsin the conversion ecosystem.
  • 9. 9 I9 I• Different specialty shops being cloak-and-dagger about results.• Closed access to Analytics universe.• “We need 400 clicks per month at a $2.00 CPC.” (Yes, these people still exist.)• Lack of attention to tools available. (Dynamic phone numbers, ecommerce values,etc.)(a.k.a. Things that turn me into Gordon Ramsay)
  • 10. Use best practices fromchannels other than just theone(s) you control.Is the way you did PPC lastyear the same way you’redoing it now? Changeproactively – a year from now youshould be doing it differently fromtoday. (*cough* EnhancedCampaigns*cough*)Integrate what you can,when you can. Use adextensions in AdWords. Use click-to-call when it makes sense.Leverage, test, and repeat. Do notget comfortable with a set formula.
  • 11. 1 IGracias!Connect to me: @SusanEDub(We are in Miami, after all.)