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Harnessing Analytics for SEM Automation - SMX Advanced 2016 - Amy Bishop

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What PPC practitioners can learn from our marketing automation counterparts. Tips for leveraging principles of leadscoring and workflows to improve ppc campaigns.

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Harnessing Analytics for SEM Automation - SMX Advanced 2016 - Amy Bishop

  1. 1. #SMX #13B @hoffman8 Looking at PPC Through a Marketing Automation Lens
  2. 2. #SMX #13B @hoffman8 What Does Marketing Automation Consist Of
  3. 3. #SMX #13B @hoffman8 Monitor Data Set Up Campaigns Automate
  4. 4. #SMX #13B @hoffman8 • Leadscoring • Feedback Loops & Workflows • Spending Money (& Time) More Effectively Principles of Marketing Automation
  5. 5. #SMX #13B @hoffman8 Applying Marketing Automation Principles to PPC
  6. 6. #SMX #13B @hoffman8 Lead Scoring
  7. 7. #SMX #13B @hoffman8 Lead Scoring: 1. Attach value to certain behaviors 2. Determine the next marketing action
  8. 8. #SMX #13B @hoffman8 Good Experience Bad Experience But Why Bother?
  9. 9. #SMX #13B @hoffman8 The Benefits of Leadscoring 1. Identify high & low value consumers 2. Determine the most impactful paths 3. Plan media to support paths 4. Test Assumptions 5. Refine & Standardize Experience 6. Determine Bidding Levels 7. Determine Which Paths to Circumvent
  10. 10. #SMX #13B @hoffman8 Leadscoring Criteria Generally Comes in 3 Forms: Implicit Criteria Derived by Analysis of Data Explicit Criteria Provided By the Consumer Negative Criteria Red Flags
  11. 11. #SMX #13B @hoffman8 Establish Your Criteria • How Will You Distinguish One Visitor From Another? • What Makes a Visitor More Or Less Valuable? • What On-Site Actions Show Intent? • How Can You Use Source Information To Understand Intent?
  12. 12. #SMX #13B @hoffman8 Potential Implicit Criteria Made a Purchase Or Abandoned the Cart Downloaded Information Viewed Specific Content Signed Up For Email Newsletter Time On SiteDownloaded a CouponWatched aVideoFavorited or Saved a Product
  13. 13. #SMX #13B @hoffman8 Layer Actions & Behaviors To Create Higher Value Systems Abandoned the Cart Time On Site
  14. 14. #SMX #13B @hoffman8 In the PPC realm, it’s less about coming up with a point-value and more about the process of creating a scale.
  15. 15. #SMX #13B @hoffman8 Ideally, we want to start building a funnel progression. Spends 30s On Site WatchesVideo + Downloads Coupon Makes Purchase
  16. 16. #SMX #13B @hoffman8 Flow Reports In Google Analytics • Behavior Flow • Event Flow • Goal Flow & FunnelVisualization
  17. 17. #SMX #13B @hoffman8 Organize Your Event Tracking • Create an Organized Structure • Easily Identifiable Nomenclature • Create Events For Everything Important • Don’t Create Events for Unimportant Actions
  18. 18. #SMX #13B @hoffman8 Event Flow In Google Analytics • Paths Can Be Messy & Redundant • Often Aren’t Ideal • Track Sessions, Not Users
  19. 19. #SMX #13B @hoffman8 1. Create the leadscoring criteria as audiences 2. Add them to campaigns as bid only – without a modifier Identifying Ideal Paths
  20. 20. #SMX #13B @hoffman8 This will help to create a hierarchy of values, your “scores”, which will help you to better understand which on-site actions truly show intent.
  21. 21. #SMX #13B @hoffman8 Which Action Is Most Likely To Result In a Purchase In a Return Visit? Audience Clicks Conversions Cost Per Conversion Conversion Rate Watched a Video 2126 266 $18.47 12.5% Abandoned Cart 3481 637 $13.61 18.3% Downloaded a Coupon 2547 374 $16.82 14.7% High Session Duration 2987 484 $15.24 16.2%
  22. 22. #SMX #13B @hoffman8 Which Action Is Most Likely To Result In a Purchase In a Return Visit? Audience Clicks Conversions Cost Per Conversion Conversion Rate Watched a Video 2126 266 $18.47 12.5% Abandoned Cart 3481 637 $13.61 18.3% Downloaded Coupon 2547 374 $16.82 14.7% High Session Duration 2987 484 $15.24 16.2%
  23. 23. #SMX #13B @hoffman8 If Multiple Actions Are Taken, Does it Increase Likelihood? Audience Clicks Conversions Cost Per Conversion Conversion Rate Abandoned Cart 3874 666 $11.15 17.2% Video + Abandoned Cart 3256 466 $11.75 14.3% Coupon + Abandoned Cart 2845 604 $8.79 21.2% Session Duration + Abandoned Cart 2796 336 $10.24 12.0%
  24. 24. #SMX #13B @hoffman8 If Multiple Actions Are Taken, Does it Increase Likelihood? Audience Clicks Conversions Cost Per Conversion Conversion Rate Abandoned Cart 3874 666 $11.15 17.2% Video + Abandoned Cart 3256 466 $11.75 14.3% Coupon + Abandoned Cart 2845 604 $8.79 21.2% Session Duration + Abandoned Cart 2796 336 $10.24 12.0% This information helps us to identify our one-two punches.
  25. 25. #SMX #13B @hoffman8 WorkFlows
  26. 26. #SMX #13B @hoffman8 • Cross-Selling • Nurturing Leads & Existing Consumers • Guiding Consumers to The Sale Workflows
  27. 27. #SMX #13B @hoffman8 Site Action Taken? This Ad & Landing Page This Ad & Landing Page If Yes If No
  28. 28. #SMX #13B @hoffman8 Review your conversion paths to understand how visitors interact with various channels Conversion Paths By Channel
  29. 29. #SMX #13B @hoffman8 Begin to Organize Your Paths Leadscoring Efforts Context & Goals
  30. 30. #SMX #13B @hoffman8 Begin to Organize Your Paths Leadscoring Efforts Context & Goals • On-Site Actions • Engagement Metrics • Sources • Content Categories • Items Purchased • Previous LP Experiences
  31. 31. #SMX #13B @hoffman8 Use your audiences to line up actions already taken with the next action most likely to result in a goal. Use context to determine, specifically, which content to deliver to connect the dots. Create Your Paths
  32. 32. #SMX #13B @hoffman8 Watched a Video Example Ecom Workflow 10% Pushed to Coupon Pushed to Purchase
  33. 33. #SMX #13B @hoffman8 Visitors that watched a video & downloaded a coupon are 50% more likely to purchase than those who haven’t. Example Ecom Workflow 10%
  34. 34. #SMX #13B @hoffman8 Deliver Ads With Intent & Context Do: Use Previous Steps In the Workflow To Inform Ad Content Don’t: Use CTAs For Actions Already Taken
  35. 35. #SMX #13B @hoffman8 Customize Ad & LP Content to Audiences Visit Site Engage With Content Align Ads & LPs
  36. 36. #SMX #13B @hoffman8 Customize Ad & LP Content to Audiences Visit Site Engage With Content Align Ads & LPs 75% CPA Decrease
  37. 37. #SMX #13B @hoffman8 Efficiency: Save Time & Money
  38. 38. #SMX #13B @hoffman8 Optimize Your Budget Client Brief: Client Budget: http://blog.gaborit-d.com/13-images-client-brief-vs-client-budget/
  39. 39. #SMX #13B @hoffman8 …Because there is more value in some visitors than others… Find Your 80/20
  40. 40. #SMX #13B @hoffman8 Build Workflows Optimize Budgets Identify Efficiencies Focus Budget
  41. 41. #SMX #13B @hoffman8 Focusing Budgets 1. Separate Campaigns For: • Net New/Prospecting • Funnel Progression 2. Determine Budget Allocation for Each, Based Upon Goals 3. Focus Funnel Progression On Only The Top Performing Data Sets With The Highest Likelihood of Conversion Based Upon Your Work Flows (and the leadscoring that went into creating them)
  42. 42. #SMX #13B @hoffman8 Funnel Progression Budget Allocation Campaign 1 Campaign 2 Campaign 3
  43. 43. #SMX #13B @hoffman8 Setting Up & Testing All of the Audiences Can Be Time Consuming…
  44. 44. #SMX #13B @hoffman8 … but once your infrastructure is set up, you can reap the efficiencies of a seamless funnel experience.
  45. 45. #SMX #13B @hoffman8 • Determine Your Criteria • Test & Rank Audience Performance Based Upon Criteria • Build Workflows • Align Ad & Landing Page Content • Attribute Value, Individually and Holistically • Shift Budgets to Create the Most Profitable Outcome Action Items:
  46. 46. #SMX #13B @hoffman8 LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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