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

  1. 1. Multi Channel Attribution Across Digital Channels SMX ISRAEL Boaz Ariely VP Online Marketing boaz@glassesusa.com
  2. 2. Paid Search Ad Comparison Shopping Engine Banner Ad Retargeting Banner Coupon Affiliate
  3. 3. Paid Search CPA Networks Organic CSE Display Retargeting Social Affiliates
  4. 4. It’s Mine, It’s Mine, It’s Mine!!! Paid Search Affiliates Display
  5. 5. The Real Life
  6. 6. X3 X3 30,494 $5,957,249
  7. 7. Let’s Ask Our Attribution Models
  8. 8. First or Last Click Attribution?
  9. 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. 10. It’s a Matter of Perspective • Generic searches help drive later conversions therefore justifying a higher CPA
  11. 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. 12. Shared Credit Attribution Models Position Based
  13. 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. 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. 15. Thank You! Boaz Ariely VP Online Marketing boaz@glassesusa.com

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