SEMcamp-2011 - Шон Маршалл - "Conversion attribution"

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Sean Marshall, Director of SEM, PPCAssociates

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SEMcamp-2011 - Шон Маршалл - "Conversion attribution"

  1. 1. Sean Marshall<br />Director of SEM<br />Hey! That’s My Conversion!<br />
  2. 2. <ul><li>Conversion Tracking 101 (5 Minutes)
  3. 3. What is Attribution
  4. 4. Why You Need Cross-Channel Attribution</li></ul>Agenda<br />
  5. 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. 6. Typical “success events” that can be measured:
  7. 7. Contact us form submitted
  8. 8. Ecommerce order placed
  9. 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. 10. All PPC engines
  11. 11. Web analytics
  12. 12. Campaign management software
  13. 13. Display advertising
  14. 14. Comparison shopping
  15. 15. Email marketing
  16. 16. Most conversions are tracked through a “pixel” or “cookies”
  17. 17. You install a tiny bit of code on a page that can only be accessed if a user has converted
  18. 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. 19. Put the code right before the /body tag to avoid freezing your page
  20. 20. Put the code only on pages that you are certain are “success pages”
  21. 21. Don’t try this at home (ask your Web developer to do it!)
  22. 22. Test the code after you’ve installed it</li></li></ul><li><ul><li>Conversion Tracking 101 (5 Minutes)
  23. 23. What is Attribution
  24. 24. Why You Need Cross-Channel Attribution</li></ul>Agenda<br />
  25. 25. What is Attribution?<br /><ul><li>Definition: Giving credit for a conversion. Attribution can be given to one source or many.
  26. 26. Common attribution elements:
  27. 27. Source (Google or Yahoo?)
  28. 28. Keyword
  29. 29. Ad text or creative
  30. 30. Landing Page
  31. 31. Advanced attribution elements:
  32. 32. Geography
  33. 33. Demographics
  34. 34. Time of day
  35. 35. Day of week
  36. 36. IP address</li></li></ul><li>Important Attribution Elements<br />
  37. 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. 38. 9/7/11: Yahoo: Search for “blue widgets” followed by Web site visit
  39. 39. 9/9/11: Shopping.com: “Blue water-resistant widgets”
  40. 40. 9/10/11: AdWords: “Model 2600A widgets”
  41. 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. 42. Google Analytics: Conversion occurred on 9/11/11 with keyword “Bob’s Widget store”
  43. 43. Yahoo: Conversion occurred on 9/11/11 with keyword “blue widgets”
  44. 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. 45. Conversion occurs after cookie expires
  46. 46. Conversion occurs offline
  47. 47. Pixel lost when user jumps to different browser
  48. 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. 49. AdWords conversion pixel expires after 30 days
  50. 50. Pixels are available that last up to a year
  51. 51. Integrate offline sales into your online marketing
  52. 52. Dedicated phone number for each channel/campaign/keyword
  53. 53. SalesForce.com App for AdWords
  54. 54. Use conversion tracking that is not cookie based:
  55. 55. Digital fingerprinting
  56. 56. Unique customer ID</li></li></ul><li><ul><li>Conversion Tracking 101 (5 Minutes)
  57. 57. What is Attribution
  58. 58. Why You Need Cross-Channel Attribution</li></ul>Agenda<br />
  59. 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. 60. Follow best practices for setting up conversion tracking
  61. 61. Find a technology that offers cross-channel attribution
  62. 62. Instead of one pixel per source, use the one cross-channel pixel on your site for all channels
  63. 63. Tweak attribution settings to reflect your specific business
  64. 64. Option 1: Even distribution vs. weighted distribution
  65. 65. Option 2: Divide credit among all sources, or just paid sources get traffic
  66. 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. 67. Why Standard Conversion Tracking Fails<br />Giving Too Much Credit<br /><ul><li>Pixels don’t talk to each other
  68. 68. Conversion is double-counted due to bookmarks
  69. 69. Brand keyword gets all the credit
  70. 70. Paid search or SEO gets all the credit
  71. 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. 72. Brand or Search Gets Too Much Credit<br />Graphic courtesy of Convertro<br />
  73. 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. 74. Last click, date of click
  75. 75. Multiple conversions per click
  76. 76. “View through conversions”
  77. 77. Google Analytics
  78. 78. Last click, date of sale
  79. 79. Single attribution, more credit for search</li></ul>Ignore the Bad Clicks Behind the Curtain!<br /><ul><li>Google AdWords reporting:
  80. 80. Adding negative keywords = exact match; adding keywords = broad match
  81. 81. Geotargeting report runs by day (roll up required)
  82. 82. Easy to copy bids to all keywords, but can’t change match type that way
  83. 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. 84. Importance of Cross-Channel, Part II: Creative Decisions<br /><ul><li>Creative for “Consideration” Stage:
  85. 85. Who are you?
  86. 86. Why should I trust you?
  87. 87. How are you different?
  88. 88. Why should I be interested?
  89. 89. Creative for “Decision” Stage:
  90. 90. What’s the price?
  91. 91. Do you have a promotion?
  92. 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. 93. Time on site
  94. 94. Page views
  95. 95. Request for information
  96. 96. KPIs for “Decision” Stage:
  97. 97. AOS
  98. 98. Conversion Rate
  99. 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. 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. 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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