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Understanding RSA Performance by Looking at KPIs That Matter

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Understanding RSA Performance by Looking at KPIs That Matter

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Catalyst’s Cara deBeer attended SMX West 2019 to join the insightful paid search panel “Ad Testing In A Multi-Format World.” As part of the panel, Cara focused on how to analyze and understand RSA performance by examining important KPIs. In her presentation, Cara discusses how to implement SA360. Here is her step-by-step guide for implementing SA360 and her steps for separating RSA results from ETA results.

Catalyst’s Cara deBeer attended SMX West 2019 to join the insightful paid search panel “Ad Testing In A Multi-Format World.” As part of the panel, Cara focused on how to analyze and understand RSA performance by examining important KPIs. In her presentation, Cara discusses how to implement SA360. Here is her step-by-step guide for implementing SA360 and her steps for separating RSA results from ETA results.

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Understanding RSA Performance by Looking at KPIs That Matter

  1. 1. #SMX @CatalystSEM Ad Testing In A Multi-Format World Understanding RSA Performance by Looking at KPIs That Matter Cara deBeer, Partner, Paid Search Director, Catalyst
  2. 2. #SMX @CatalystSEM • Organic Search • Paid Search • Social Media • eCommerce Marketing, including Amazon Advertising WHAT WE DO CatalystDigital.com Info@CatalystDigital.com
  3. 3. #SMX @CatalystSEM ▪ The promise of RSA – More real estate – Machine-learning optimization for best ad, instead of cumbersome manual ad copy tests RSA
  4. 4. #SMX @CatalystSEM ▪ The challenges of RSA – Supported reporting is high-level and the only concrete metric is impression lift – Lack of KPI insight means “top ads” are meaningless – Lack of ability to aggregate top ads to understand performance trends RSA
  5. 5. #SMX @CatalystSEM – Basic set-up: RSA and ETAs side by side – SA 360 Workaround – Marin Workaround Reporting Workaround
  6. 6. #SMX @CatalystSEM Results Overview -41% While ETAs perform better on CTR and CPCs, the superior performance from RSAs on CVR and thus CPA makes them the clear choice RSA vs. ETA CTR % change -31% +11% CVR % change CTA % change CPC % change +60%
  7. 7. #SMX @CatalystSEM Desktop Results Segmentation by Device Greater CVR benefit in desktop and tablet; mobile benefits less dramatically Mobile Tablet CTR % change CVR % change CTA % change CPC % change -34% -44% +2%+83% -42% -1% +28% +27% -42% -33% +59% +7% RSA vs. ETA RSA vs. ETA RSA vs. ETA
  8. 8. #SMX @CatalystSEM Results Segmentation By Match Type BMM BMM benefitted more Exact, although both improved. Match type variations in performance may be in part because Exact is more likely to show a longer ad in any case -40% CTR % change -2%-56% +40% CVR % change CTA % change CPC % change -10% -21% +10% +125% Exact RSA vs. ETA RSA vs. ETA
  9. 9. #SMX @CatalystSEM Results Segmentation by Keyword Type Brand Looking at Brand vs Generic, CVR is worse in RSA Generic -35%RSA vs. ETA CTR % change -34% -32% +10% CVR % change CPA % change CPC % change +61% -18% +33% +22% Generic RSA vs. ETA
  10. 10. #SMX @CatalystSEM Some variation between products, but CVR is stable or improved and CTA improves on all products except #1 Results Segmentation by Product CTR % change CVR % change CPA % change CPC % change -49% -2% +16% +14% -49% +49% -23% +15% -17% -2% -5% -7% -35% +67% -34% +10% -20% +7% -14% -8% Product 1 Product 2 Product 3 Product 4 Product 5
  11. 11. #SMX @CatalystSEM More typical RSA results from this Fortune 500 company show a higher CTR on RSA but lower CVR when looked at in aggregate Results Overview – Fortune 500 ETA vs. RSA CTR % change -15% -13% CVR % change CPA % change CPC % change +3%+22%
  12. 12. #SMX @CatalystSEM Results Segmentation by Match Type BMM Again, CVR does much better for BMM than Exact match keywords, which underperform here with RSA CTR % change -11%-22% +26% CVR % change CTA % change CPC % change +13% Exact RSA vs. ETA RSA vs. ETA +25% -39% -23% +24%
  13. 13. #SMX @CatalystSEM Results Segmentation by Keyword Type CTR % change -24% +151% CVR % change CTA % change CPC % change +33% -61% +34% +12% -3% Brand RSA vs. ETA Generic RSA vs. ETA -43% On this account, it’s Generic keywords that benefit from RSA
  14. 14. #SMX @CatalystSEM Results Segmentation by Geo Market +13% -92% +1009% -9% +32% +497% -83% +3% +19% +53% -38% -5% +25% -28% +30% -6% -4% -81% +389% -9% +23% -14% +1% -13% CTR % change CVR % change CPA % change CPC % change Chicago Houston LA NYC San Fran Rest of US Houston and LA benefit from RSA, but other markets do not
  15. 15. #SMX @CatalystSEM Why so much variation? It didn’t work well for our Fortune 500 client. It worked well for our global publishing client. Why?
  16. 16. #SMX @CatalystSEM 1A century of brand equity They have decades of brand equity, and while there are plenty of other magazines in the world, they have a unique value proposition which isn’t met by any one competitor, and much of their success is brand-driven. These factors combine to create a situation where increased ad real estate and (hopefully) relevance is an enormous asset, allowing RSA to out-perform ETAs 2Competition They also have a lot of competitors capitalizing on their brand equity to sell their own products or to resell our global publishing clients’ products (looking at you, Amazon). 3Multiple product offerings They also have multiple internal product offerings beyond the magazine, such as theTV offerings and their travel program.
  17. 17. #SMX @CatalystSEM What we know What we don’t know Wild speculation What’s really going on
  18. 18. #SMX @CatalystSEM Share these #SMXInsights on your social channels! #SMXInsights Everyone Should Test RSAs, But Not Everyone Should Test Them All The Time
  19. 19. #SMX @CatalystSEM Share these #SMXInsights on your social channels! #SMXInsights ▪ Do Use If: – You want to take advantage of the increased real estate – You are able to differentiate RSA performance from regular ETAs – You’ve got a scaleable handful of top adgroups that will allow you to use existing reporting on top combinations via manual data pulls
  20. 20. #SMX @CatalystSEM Share these #SMXInsights on your social channels! #SMXInsights ▪ Don’t Use If: – You are in a highly regulated industry – You need to drive performance, but you have no way of looking at results beyond Google’s current reporting – You want to do specific message testing with KPIs beyond impression/click lift
  21. 21. #SMX @CatalystSEM Share these #SMXInsights on your social channels! #SMXInsights RSA performance can yield much more when you dig deep into the details
  22. 22. #SMX @CatalystSEM Get My Step-by-Step Guide For implementing SA360 and separating RSA & ETA results bit.ly/2sGBWa3 Available on the Catalyst blog:
  23. 23. #SMX @CatalystSEM Thank you! CatalystDigital.com

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