This document summarizes a presentation by CPC Strategy experts on measuring the effectiveness of branding campaigns. It discusses setting goals, understanding target audiences, exploring branding channels like search and display ads, audience segmentation, and attribution modeling. Attribution is important for branding campaigns not expected to convert immediately. Brand lift measurement and Google Trends can also help measure branding impact over time relative to categories and competitors. Questions are taken at the end about improving digital brand measurement strategies.

1. Ask an Expert: How to Measure the
Effectiveness of Your Branding Campaigns
LIVE 60-minute Q&A with CPC Strategy’s Branding & Attribution Experts

2. Logistics
Session Recording Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
More Resources In the Handouts Section to the Right
TODAY’S SPEAKERS
Lewis Brannon
Retail Search Manager | CPC Strategy
Kristan Ostrom
Retail Search Manager | CPC Strategy

3. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration

5. Lewis Brannon
Retail Search manager
✓ 5+ years of e-commerce search marketing experience
✓ Specialization in retail PPC for large brands

6. Kristan Ostrom
Retail Search Manager
✓ 4+ years of digital media experience
✓ Specialization in brand management

7. Poll For The Audience…
What metrics do you use to measure digital branding success?
A. Conversions
B. Traffic
C. Click-Thru-Rate
D. Other
E. We don’t measure

8. Q&A Overview
• Digital Branding Landscape
• Understanding Your Customer/Setting Goals
• Branding Channels to Explore
• Audience Building
• Attribution Modeling & Measurement

9. Digital Branding Landscape

10. What is the current landscape for Digital Branding? (L)
 Traditional vs. Emerging TV to Video (Reel SEO stat)
 Static to Video and Rich (screenshot next slide)
 Spending on US digital video ads grew by 42% to $7.46 billion in 2015
- That number is expected reach over $13B by 2019
 How digital branding landscape is evolving and taking budgets from TV advertising
- Per Reelseo - 39% of ad buyers moved budget away from TV for digital in 2015.
- Overall digital video grew 42% in 2015 and expected reach $13 billion annual spend by 2019.
- US digital display ad spending to surpass search ad spending in 2016
 In 2016, digital display ad spending will eclipse search ad spending in the US for the first time.
- Combined, the categories of video, sponsorships, rich media and “banners and other” will account for the
largest share of digital ad spending: 47.9%, worth $32.17 billion. - See more at:
Source: www.reelseo.com/video-advertising-tv-ads/#ixzz43aW9guz9
Source: www.emarketer.com/Article/US-Digital-Display-Ad-Spending-Surpass-Search-Ad-Spending-2016/1013442#sthash.yPuPo6PG.dpuf

11. What is the current landscape for Digital Branding? (L)

12. Setting Objectives

13. How do I set attainable objectives? (L + K)
 How to set objectives?
 What type of business goal you have?
E-commerce traffic growth?
KPI = New Visitors
KPI = Sales from New Visitors
Grow Subscriber Pool (K)?
KPI = New Subscribers (e-mail, YouTube / Social)
Increased Interactions (likes, comments, shares)
Conquest competitor traffic?
Impression Share
Reach

14. Understanding Your Customer

15. Where do I begin?
 Understand who your target audience is and who is purchasing from your site
 Be attuned to Google Analytics customer demographics

16. Where do I begin?
GET FAMILIAR WITH IN-MARKET SEGMENTS

17. Where do I begin?
 Utilize Facebook Audience Insights to understand your target consumer

18. Where do I begin?
● Understand lifestyle and behavioral trends of target audience

19. Upcoming CPC Strategy Events
When: March 28th & 29th
Time: 10am-10:30am (PST)
Register: Link in Chat Box

20. Branding Channels to Explore

21. What are the branding channel options? (L)
TRADITIONAL
Good ole’ search Good ole’ banners

22. What are the branding channel options? (L) (2 slides)
Newer Emerging

23. Audience Segmentation

24. How do I know which audience / potential customer is
best to target (K)
 Test different segments
 Break audiences into different campaigns and ad groups/ad sets
 Break out age, gender, interests, placements into different segments
to better understand the differences in performance

25. Attribution Modeling & Measurement

26. How do you measure ROI of campaigns not expected
to convert immediately or nearly immediately? (Draper
meets Avinash)
 Traditional Broadcast meets Digital
 Similar Content - Different Mindset

27. Attribution - Measuring Brand Growth
 Distribution of conversion data / revenue to different touch points on a purchase path
 Types of Attribution Models:
Last Click (Most Common)
First Click
Multi-Touch
Time-Decay
Last Non-Direct
Last AdWords Click
 Avoid Last Click Only

28. Measuring Campaign / Channel Interplay

29.  Put the puzzle together
 Extract more insight
Custom Channel Groupings

30. Multi-Channel Funnel Top Paths

31. Custom Channel Groupings for Social

32. Impression-Based Conundrum – No Clicks to
Measure!

33. Brand Lift Measurement
• New vs. Returning (Prospecting vs. Remarketing)
• Try to Normalize Data
• Consider Google Brand Lift Program

34. Measuring Branding Campaigns - Brand Lift - Google
Trends
 Google.com/trends
 Choose category / geo / date range
 Measure your brand relative to
category & competition

35. Recap

36. Do you feel there’s room for improvement in your
digital brand measurement strategy?
 Yes
 No

37. Questions for the Experts?
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Schedule A Free 60 min. Retail Search Audit