Your SlideShare is downloading. ×
0
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Marta Turek - Double edged sword of ppc measurability

603

Published on

Presentation by Marta Turek (@mturek), Search Marketing Strategist at Enquiro, at the Vancouver SEM Meetup.

Presentation by Marta Turek (@mturek), Search Marketing Strategist at Enquiro, at the Vancouver SEM Meetup.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
603
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Double Edged Sword of PPC MeasurabilityFrom Marta Turek’s Presentation at the Vancouver SEM Meetup
  • 2. The Challenge
    “Measuring ROI is the biggest challenge for those managing paid search campaigns in the eyes of both companies and agencies”State of Search Engine Marketing Report 2010in association with SEMPO
  • 3. The Attribution Dilemma
    • How does your B2B client measure ROAS?
    • 4. Which ‘trackable’ channel gets credit for the sale?
    Email
    Outdoor Advertising
    Direct Visit
    Paid Search
    Banner ad
  • 5. B2B Purchase Behaviour
    • Forcing rationality on a largely irrational process
    • 6. Model makes sense from a marketer’s perspective
    • 7. B2B purchase decision is non-linear process involving multiple interactions
    Source: The BuyerSphere Project
  • 8. Marketing Attribution is Essential
    Search
    Convert
    Video Mobile
    Offline
    Social
    Media
    Customers interact with multiple channels…both online & offlineand with different media across channels
  • 9. Marketing Attribution is Essential
    Roughly 60% of Sales Attributed to Last Touch had at least one other campaign interaction
    Online retailer: buyers interacted with average 3.9 campaigns
    High value customers: interaction increased to 7.4 campaigns
    Consumption + impact of online media is interrelated with other media
    Long sales cycles mask the impact of first clicks
    Source: Coremetrics 2009
  • 10. Consequences of NOTGetting it Right
    Marketing overspends/under spends
    Unhealthy tension among marketing managers
    Misguided investment (people & dollars)
    for budgeting/forecasting
    Impacts credibility of PPC
  • 11. Not Convinced by SEM:YouSendIt Case Study
    Perceived as an ineffective channel
    Significant marketing investment with no measurable yield
    Branded is the only traffic that converts
    Lack of proper metrics
  • 12. SEM Funnel with Branded Traffic
    92% reduction in impressions
    60% decline in clicks
    58% decline in conversion
    Units sold down 33%
    Bookings down 57%
    From 4.5M to 372,000 impressions
    22,000 to 14,000 RAW clicks
    WHY?
    • Branded terms reduce reach
    • 13. Branded terms are FINITE
    • 14. Branded conversions are impacted by non-branded terms
    Conversion rate dropped from 15% to 10%
    3500 to 1500
    Conversion to order increased to 2.3 from 1.8
    52 to 36 sales
  • 15. Opportunity Cost of PPC
    Reduced new visitors to site organically by 3%
    YouSendItlost a significant amount of overall share of voice (5-20%) for top 6 keywords when pausing SEM
    Lost BRANDED traffic to competitors
  • 16. Road Blocks to Attribution
    Politics Trumps Data-Driven Insights
    Limited Expertise
    Limited Technology & Data
    Disjointed Marketing Efforts
    Difficulty or Failure to Measure Marketing Channels
    Can’t Afford It
    No Time
  • 17. The Google Panacea?
    Introducing Search Funnels
    Collection of 7 Reports
    Top Paths
    Path Length & Lag Time
    First Click & Last Click Analysis
    Assist Analysis & Assist Conversions
    • Encompasses only Paid Search activity
    • 18. Look back 30 days from conversion event
    NEW
  • 19. THANK YOU!Discussion/Questions?
  • 20. Enquiro Hiring
    Experienced PPC Search Marketing Strategist
    Minimum 2 years Experience:
    Developing, Implementing and Maintaining
    Paid Strategies & Recommendations
    Analyzing & Applying Response Data
    Proficiency Navigating Search Analytics Tools
    Come Speak to Me to Discuss Further
    http://www.enquiro.com/about/careers.php

×