Closing The Loop with Offline Tracking


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Closing The Loop with Offline Tracking

  1. 1. Closing the Loop with Offline Tracking Looking Beyond the Lead to Increase ROI
  2. 2. You Get What You Track For
  3. 3. What metrics are you currently using to measure your success? <ul><li>Leads? </li></ul><ul><li>Clicks? </li></ul><ul><li>Impressions? </li></ul><ul><li>Time On Site? </li></ul>
  4. 4. Traffic?
  5. 5. What does your company really want to get out of your marketing efforts? <ul><ul><li>Sales? </li></ul></ul><ul><ul><li>Top Line Revenue? </li></ul></ul><ul><ul><li>Bottom Line Earnings? </li></ul></ul><ul><ul><li>Margin? </li></ul></ul><ul><ul><li>ROI? </li></ul></ul>
  6. 6. It’s Time to Evolve
  7. 7. All Leads and Sales are Not Created Equal <ul><li>How can you separate the wheat from the chaff? </li></ul>
  8. 8. Track Further Down the Funnel <ul><li>B2C - move beyond sale to lifetime value of customer (eCRM) </li></ul><ul><li>B2B - ensure that you are integrated with the Sales Automation / CRM system </li></ul><ul><li>BOTH: change your optimization focus to “post click” and “post web” events </li></ul>
  9. 9. <ul><li>Case Studies </li></ul>
  10. 10. Example Client 1: ROAS by Keyword <ul><li>B2B software space </li></ul><ul><li>High six figure spend per year </li></ul><ul><li>Mature campaign, highly optimized on a CPL basis </li></ul><ul><li>Had paid search data integrated into their CRM system for over a year </li></ul><ul><li>Compared sales versus spend on a keyword and search engine basis </li></ul>
  11. 11. Example Data - ROAS by Keyword Leads Sales Lead/Sale Conversion ROAS Keyword 1 647 1 0.15% 0.56 Keyword 2 488 5 1.02% 1.55 Keyword 3 105 4 3.81% 2.05 Keyword 4 606 5 0.83% 3.18 Keyword 5 104 14 13.46% 7.54 Keyword 6 565 3 0.53% 7.65 Keyword 7 110 14 12.73% 9.94 Keyword 8 45 6 13.33% 19.19 Keyword 9 65 11 16.92% 73.44 Keyword 10 386 89 23.06% 83.38
  12. 12. What Did We Learn? <ul><li>Don’t be mislead by “shallow successes” </li></ul><ul><li>Search for “hidden treasures” </li></ul><ul><li>ROAS may vary widely, even with a constant CPL </li></ul><ul><li>Bids must be adjusted with new data </li></ul><ul><li>Spending allocation changed by about 40% </li></ul>
  13. 13. Example Client 2: ROAS by Engine <ul><li>B2B finance space </li></ul><ul><li>Mid six figure spend per year </li></ul><ul><li>Paid search data integrated into their CRM </li></ul><ul><li>Yahoo not generating leads as well as Google </li></ul><ul><li>Client suspected that Yahoo might have more consumer traffic & therefore be less valuable </li></ul>
  14. 14. Example Client 2: ROAS by Engine <ul><li>Google </li></ul><ul><li>Conversion Rate: 9.19% </li></ul><ul><li>CPL: $31.97 </li></ul><ul><li>Lead to Sale Conversion Rate: 4.10% </li></ul><ul><li>Cost Per Sale: $779.21 </li></ul><ul><li>Yahoo </li></ul><ul><li>Conversion Rate: 4.18% </li></ul><ul><li>CPL: $35.15 </li></ul><ul><li>Lead to Sale Conversion rate:11.43% </li></ul><ul><li>Cost Per Sale: $307.55 </li></ul>Looking at leads, Google seemed to be a much better source of traffic. However, the cost per sale was 151% higher
  15. 15. Example Client 3: B2C Internet Retailer <ul><li>Largest retailer of golf products in the country, with a successful and diversified online operation </li></ul><ul><li>Started measuring online traffic value according to data from the eCRM system (e.g. after the first sale) </li></ul><ul><li>Resulted in significant decrease in affiliate payouts; increase in PPC and SEO </li></ul>
  16. 16. How Is This Done? <ul><li>Some CRM systems can integrate directly with search engines (Salesforce + AdWords) </li></ul><ul><ul><li>Downside: Less flexibility, Google only </li></ul></ul><ul><li>Some tracking systems can bridge between search engines & CRM system (Omniture has a great tool for this) </li></ul><ul><ul><li>Downside: May require switching tracking systems & paying more </li></ul></ul><ul><li>Sometimes you have to do it yourself </li></ul>
  17. 17. DIY Instructions
  18. 18. Step 1: Create Custom Fields <ul><li>Create custom fields in your CRM system for the information you want to capture </li></ul><ul><ul><li>Keyword (avoid {keyword} tag) </li></ul></ul><ul><ul><li>Search Engine </li></ul></ul><ul><ul><li>Ad Group </li></ul></ul><ul><ul><li>Campaign </li></ul></ul><ul><ul><li>Ad ID (using {creative } tag) </li></ul></ul><ul><ul><li>Content/Search </li></ul></ul><ul><ul><li>Match Type </li></ul></ul><ul><ul><li>Click Date </li></ul></ul><ul><ul><li>Referring URL (for SEO purposes) </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  19. 19. Step 1 Continued: Encoded Fields <ul><li>Or, capture many pieces of information at once with a keyword code </li></ul><ul><li>Keyword code should contain information on the keyword, campaign, ad group, match type, and sometimes also search engine </li></ul><ul><li>Another advantage – less tracking visibility to the searcher </li></ul>
  20. 20. Step 2: Update Tracking URLs <ul><li>If you are already capturing this information in your analytics system, you can use the same variables (e.g. utm_term for keyword) </li></ul><ul><li>If you are not already capturing this information in your analytics system, add these variables to your keyword URL in a query string </li></ul><ul><ul><li>Example:{creative} . . . . </li></ul></ul><ul><li>Make sure not to use variable names already in use for something else </li></ul>
  21. 21. Step 3: Set Cookies <ul><li>Have your website set a cookie that captures these variables from the landing page query string and referring URL </li></ul><ul><li>The cookie code should be on all pages, not just landing pages, for natural search tracking </li></ul><ul><li>Bonus: More people accept first party cookies than 3 rd party cookies, so if you are currently using a tracking system that uses 3 rd party cookies, you may see better data integrity </li></ul>
  22. 22. Step 3 Continued: Cookie Details <ul><li>Cookie length & overwrite preferences vary by company </li></ul><ul><li>Cookie length is generally 30-45 days, but look at your current cookie length for guidance </li></ul><ul><li>Cookie can be set to keep information from the first click, or overwrite in order to show information from the last click </li></ul><ul><li>Ideally, capture first and last clicks, or all clicks, for a multiple attribution model </li></ul><ul><li>Remember there’s a max of 22 cookies per site in IE </li></ul>
  23. 23. Step 4: Add Hidden Fields <ul><li>Add hidden fields for each of these variables to all of your forms </li></ul><ul><li>These fields should pull values from the cookie, rather than user input </li></ul><ul><li>Make sure to update your web to lead CRM integration to capture these new fields </li></ul><ul><li>Bonus: You might be able to take off that drop down menu asking “How did you hear about us”, which might improve your conversion rate. </li></ul>
  24. 24. Step 5: Test and Report <ul><li>Test all forms to make sure the process is working </li></ul><ul><li>You should see leads coming through with paid search tracking information, as well as basic contact information from the form </li></ul><ul><li>Set up reports in your CRM system to list sales (or opportunities) with the new fields displayed as additional columns </li></ul>
  25. 25. Step 6: Process the Data <ul><li>Compare this data to your paid search spend, just as you do with lead data </li></ul>
  26. 26. Steps in Review <ul><li>Create custom fields in your CRM system </li></ul><ul><li>Update tracking URLs in the search engines </li></ul><ul><li>Create cookies on your website </li></ul><ul><li>Add hidden fields to your forms </li></ul><ul><li>Test that everything is working </li></ul><ul><li>Process data & adjust campaign accordingly </li></ul>
  27. 27. Alternate Conversion Types (Important!) <ul><li>Conversion doesn’t have to occur on your website </li></ul><ul><li>Track phone calls from search </li></ul><ul><li>Integrate chat to drive conversions </li></ul><ul><li>Add coupons for in-store purchase tracking </li></ul>
  28. 28. Using Online to Inform Offline <ul><li>Contrary to Conventional Wisdom </li></ul><ul><li>Email  Direct Mail </li></ul><ul><li>Rich Media  Broadcast </li></ul><ul><li>Banners/Sponsorships  Print Ads </li></ul><ul><li>Paid Search  All </li></ul>
  29. 29. Caveats to Remember <ul><li>Pay attention to statistical significance </li></ul><ul><li>Take your sales cycle length into account </li></ul><ul><li>Look at “junk” leads as well as sales </li></ul><ul><li>Consider an intermediate step of looking at cost per opportunity </li></ul>
  30. 30. Landing Page Testing <ul><li>Don’t just optimize to on-site leads, optimize to what brings you offline revenue </li></ul><ul><li>Some tools will work with this sort of tracking by adding a page code to your tracking </li></ul><ul><li>In other cases, you may need a more manual approach. </li></ul>
  31. 31. Example Client: ROAS by Website <ul><li>One B2C client was testing a new site design </li></ul><ul><li>The new design had a slightly higher click to lead conversion rate </li></ul><ul><li>Comparing sales data, found that the new design had a lead to sale conversion rate of 1.34%, while the old design was at 2.80% </li></ul><ul><li>The new design actually had nearly 2x the cost per sale </li></ul>
  32. 32. DIY Landing Page Testing <ul><li>Take a few of your keywords with the highest lead volume </li></ul><ul><li>Put each in a separate ad group </li></ul><ul><li>Create 2 ads in each group, exactly the same to the searcher, but with different landing pages </li></ul><ul><li>Place all tracking information (including the keyword and landing page code) in the ad copy URL </li></ul><ul><li>Do not use a keyword URL </li></ul>
  33. 33. Remember . . . <ul><li>Track through to revenue to find which elements of your campaign are benefitting your bottom line </li></ul><ul><li>Make sure your tools allow you to track past the lead </li></ul><ul><li>Ultimately, test everything </li></ul>
  34. 34. Favorite Tools <ul><li>Google Trends </li></ul><ul><li>Google Hot Trends </li></ul><ul><li>Google AdWords Keyword Tool </li></ul><ul><li>WordTracker Free Keyword Suggestion Tool </li></ul><ul><li>Keyword Discovery </li></ul><ul><li>Google Website Optimizer </li></ul><ul><li>Google Ad Preview Tool </li></ul><ul><li>SpyFu </li></ul>
  35. 35. Google Trends
  36. 36. Google Hot Trends
  37. 37. Google AdWords Keyword Tool
  38. 38. WordTracker Free Keyword Tool
  39. 39. Keyword Discovery
  40. 40. Google Website Optimizer
  41. 41. Google Ad Preview Tool
  42. 42. SpyFu
  43. 43. SpyFu
  44. 44. Additional Resources (and Q&A) <ul><li>Apogee Search Blog: </li></ul><ul><li>Apogee Glossary: </li></ul><ul><li>WebMaster World: </li></ul><ul><li>DigitalPoint Forums: </li></ul><ul><li>Search Engine Land: </li></ul><ul><li>Sphinn: </li></ul><ul><li>Daily SearchCast: </li></ul><ul><li>MarketingSherpa: </li></ul><ul><li>ClickZ: </li></ul>