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SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
SEMcamp-2011 - Шон Маршалл - "Conversion attribution"
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SEMcamp-2011 - Шон Маршалл - "Conversion attribution"

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Sean Marshall, Director of SEM, PPCAssociates

Sean Marshall, Director of SEM, PPCAssociates

Published in: Technology, Design
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  • 1. Sean Marshall<br />Director of SEM<br />Hey! That’s My Conversion!<br />
  • 2. <ul><li>Conversion Tracking 101 (5 Minutes)
  • 3. What is Attribution
  • 4. Why You Need Cross-Channel Attribution</li></ul>Agenda<br />
  • 5. What’s A Conversion?<br /><ul><li>Definition: A conversion is an event – either online or offline – that is an indication of success for your business.
  • 6. Typical “success events” that can be measured:
  • 7. Contact us form submitted
  • 8. Ecommerce order placed
  • 9. A visit to a page that indicates purchase intent (e.g. view map to store)</li></li></ul><li>Conversion Pixels are Everywhere<br /><ul><li>Dozens of pixels are available:
  • 10. All PPC engines
  • 11. Web analytics
  • 12. Campaign management software
  • 13. Display advertising
  • 14. Comparison shopping
  • 15. Email marketing
  • 16. Most conversions are tracked through a “pixel” or “cookies”
  • 17. You install a tiny bit of code on a page that can only be accessed if a user has converted
  • 18. When a user gets to the “success page”, the pixel fires and reports a conversion back to you</li></li></ul><li>Conversion Tracking Best Practices<br /><ul><li>Make sure to match the pixel code to whether a page is HTTP or HTTPs
  • 19. Put the code right before the /body tag to avoid freezing your page
  • 20. Put the code only on pages that you are certain are “success pages”
  • 21. Don’t try this at home (ask your Web developer to do it!)
  • 22. Test the code after you’ve installed it</li></li></ul><li><ul><li>Conversion Tracking 101 (5 Minutes)
  • 23. What is Attribution
  • 24. Why You Need Cross-Channel Attribution</li></ul>Agenda<br />
  • 25. What is Attribution?<br /><ul><li>Definition: Giving credit for a conversion. Attribution can be given to one source or many.
  • 26. Common attribution elements:
  • 27. Source (Google or Yahoo?)
  • 28. Keyword
  • 29. Ad text or creative
  • 30. Landing Page
  • 31. Advanced attribution elements:
  • 32. Geography
  • 33. Demographics
  • 34. Time of day
  • 35. Day of week
  • 36. IP address</li></li></ul><li>Important Attribution Elements<br />
  • 37. Who Get’s the Credit (Quiz)<br />User Click Path<br /><ul><li>9/2/11: AdWords: User searches for “widgets” and visits your Web site, BobsWidgets.com
  • 38. 9/7/11: Yahoo: Search for “blue widgets” followed by Web site visit
  • 39. 9/9/11: Shopping.com: “Blue water-resistant widgets”
  • 40. 9/10/11: AdWords: “Model 2600A widgets”
  • 41. 9/11/11: AdWords: “Bob’s Widget store” and user converts!</li></ul>Conversion Pixel Used<br /><ul><li>Google AdWords: Conversion occurred on 9/11/11 with keyword “Bob’s Widget store”
  • 42. Google Analytics: Conversion occurred on 9/11/11 with keyword “Bob’s Widget store”
  • 43. Yahoo: Conversion occurred on 9/11/11 with keyword “blue widgets”
  • 44. Shopping.com: Conversion occurred on 9/11/11 with keyword “blue water-resistant widgets” </li></li></ul><li>Many Conversions Get “No Respect”<br />Giving No Credit<br /><ul><li>Cookie is erased
  • 45. Conversion occurs after cookie expires
  • 46. Conversion occurs offline
  • 47. Pixel lost when user jumps to different browser
  • 48. Pixel lost when user goes from domain to sub-domain</li></li></ul><li>Solutions for Saving Lost Conversions<br /><ul><li>Use cookies with longer pixels
  • 49. AdWords conversion pixel expires after 30 days
  • 50. Pixels are available that last up to a year
  • 51. Integrate offline sales into your online marketing
  • 52. Dedicated phone number for each channel/campaign/keyword
  • 53. SalesForce.com App for AdWords
  • 54. Use conversion tracking that is not cookie based:
  • 55. Digital fingerprinting
  • 56. Unique customer ID</li></li></ul><li><ul><li>Conversion Tracking 101 (5 Minutes)
  • 57. What is Attribution
  • 58. Why You Need Cross-Channel Attribution</li></ul>Agenda<br />
  • 59. What is Cross-Channel Attribution<br /><ul><li>Cross-channel attribution gives partial credit to multiple clicks (and channels) in a conversion process. This enables marketers to give credit to clicks and channels that contributed to the ultimate purchase, and not just the last click
  • 60. Follow best practices for setting up conversion tracking
  • 61. Find a technology that offers cross-channel attribution
  • 62. Instead of one pixel per source, use the one cross-channel pixel on your site for all channels
  • 63. Tweak attribution settings to reflect your specific business
  • 64. Option 1: Even distribution vs. weighted distribution
  • 65. Option 2: Divide credit among all sources, or just paid sources get traffic
  • 66. Option 3: Include or exclude brand terms</li></li></ul><li>Comparing Cross-Channel to Standard Pixel Tracking<br />If you use standard conversion pixels, you only see a small part of the picture<br />
  • 67. Why Standard Conversion Tracking Fails<br />Giving Too Much Credit<br /><ul><li>Pixels don’t talk to each other
  • 68. Conversion is double-counted due to bookmarks
  • 69. Brand keyword gets all the credit
  • 70. Paid search or SEO gets all the credit
  • 71. Misleading data</li></ul>CONVERSIONS<br />Your bid decisions are only as good as the data upon which they are based. Without cross-channel attribution, your data is wrong.<br />
  • 72. Brand or Search Gets Too Much Credit<br />Graphic courtesy of Convertro<br />
  • 73. How Google Uses Multi-Click Attribution to Make You Spend More!<br />Give Us All The Credit!<br /><ul><li>AdWords conversion tracking:
  • 74. Last click, date of click
  • 75. Multiple conversions per click
  • 76. “View through conversions”
  • 77. Google Analytics
  • 78. Last click, date of sale
  • 79. Single attribution, more credit for search</li></ul>Ignore the Bad Clicks Behind the Curtain!<br /><ul><li>Google AdWords reporting:
  • 80. Adding negative keywords = exact match; adding keywords = broad match
  • 81. Geotargeting report runs by day (roll up required)
  • 82. Easy to copy bids to all keywords, but can’t change match type that way
  • 83. No conversion data by hour of day!</li></li></ul><li>The Importance of Cross-Channel Attribution: Part I, Your Bidding Strategy<br />Last click, multiple pixels<br />Even attribution, multiple pixels, paid only<br />Even attribution, one pixel<br />How you attribute credit can result in changes in CPC bid by 6X or more!<br />Last click one pixel<br />
  • 84. Importance of Cross-Channel, Part II: Creative Decisions<br /><ul><li>Creative for “Consideration” Stage:
  • 85. Who are you?
  • 86. Why should I trust you?
  • 87. How are you different?
  • 88. Why should I be interested?
  • 89. Creative for “Decision” Stage:
  • 90. What’s the price?
  • 91. Do you have a promotion?
  • 92. Why should I buy today?</li></li></ul><li>Importance of Cross-Channel, Part III: KPI Goals<br /><ul><li>KPIs for “Consideration” Stage:
  • 93. Time on site
  • 94. Page views
  • 95. Request for information
  • 96. KPIs for “Decision” Stage:
  • 97. AOS
  • 98. Conversion Rate
  • 99. ROI</li></li></ul><li>Ask Your Campaign Management Company<br />Monthly Spend<br />$100,000+ mo<br />$5,000 to $100,000 mo<br />Under $5,000/mo<br />Bid Management + Campaign Management Tools<br />Bid Management + Full Service Agency<br />Bid Management Only<br />Services Offered<br />
  • 100. Putting it All Together<br />Know your pixels – understand how they track<br />Strive for one pixel, not many<br />Make spend decisions based on the entire purchase funnel, not just “the decision” phase<br />Develop different creative for different stages of the funnel<br />Develop different KPIs for each channel<br />Ask your campaign management company how they deal with cross-channel attribution<br />
  • 101. Thank You!<br />Sean Marshall<br />PPCAssociates.com<br />sean@ppcassociates.com<br />Blog: www.blogation.net (David Rodnitzky, CEO)<br />

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