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Bridging: Search Network & Display Ads at SMX Israel by Boaz Ariely
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Bridging: Search Network & Display Ads at SMX Israel by Boaz Ariely

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  • 1. Multi Channel Attribution Across Digital Channels SMX ISRAEL Boaz Ariely VP Online Marketing boaz@glassesusa.com
  • 2. Paid Search Ad Comparison Shopping Engine Banner Ad Retargeting Banner Coupon Affiliate
  • 3. Paid Search CPA Networks Organic CSE Display Retargeting Social Affiliates
  • 4. It’s Mine, It’s Mine, It’s Mine!!! Paid Search Affiliates Display
  • 5. The Real Life
  • 6. X3 X3 30,494 $5,957,249
  • 7. Let’s Ask Our Attribution Models
  • 8. First or Last Click Attribution?
  • 9. AFFILIATE #1 Coupon Site • Brings in good amounts • High win rate. What it does, it does well. • Almost never first • Almost never solo Feeds Off Others AFFILIATE #2 Banner Campaign • Participates in many sales • Low win rate. • Doesn’t fit last click very well Major Introducer
  • 10. It’s a Matter of Perspective • Generic searches help drive later conversions therefore justifying a higher CPA
  • 11. First Click Last Click • Display Campaigns • Coupons / Deals Sites • Generic KW PPC • Brand KW PPC (yours+affiliates) • Social Media • CSE • TV / Radio • Retargeting • Newsletters / Email • Abandoned Cart Emails • Direct Sources that benefit from First Click Will always have higher CPA (in Last Click)
  • 12. Shared Credit Attribution Models Position Based
  • 13. Think About It • What is the best model for my business? • Work with Last Click, analyze with advanced attribution – Analyze your shared attribution CPA per channel – Set new CPA goals and optimize towards them
  • 14. References and Links • Multi-Channel Attribution: Definitions, Models and a Reality Check (Avinash Kaushik) • Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models (Avinash Kaushik) • Custom Channel Groupings in Google Analytics (Lunametrics)
  • 15. Thank You! Boaz Ariely VP Online Marketing boaz@glassesusa.com