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Audiences & Attribution
Christi Olson, Microsoft Search Evangelist
Christi Olson
Search Evangelist, Bing | Microsoft
Professional Background
@ChristiJOlson
Introducing Roy:
May 8th, 2016
Bo...
Agenda
EVOLUTION OF SEARCH
ATTRIBUTION
AUDIENCES & REMARKETING
@ChristiJOlson @BingAds #DDWNE
Evolution of Search
Cortana. Siri. Alexa.
Paid search is moving out of the search box and into the
fabric our lives. Bing ...
Evolution of Search
@ChristiJOlson @BingAds #DDWNE
Evolution of Search
Future Voice Search
Calling Mechanic
Call Mechanic.
. . .
Personalized
Predictive
Actionable
“Recall o...
Evolution of Search
Language in Search is Expanding
OLD SEARCH
Match type
Desktop
QueriesClicks
Product Driven
NEW SEARCH
...
@ChristiJOlson @BingAds #DDWNE
Like my family is expanding
@ChristiJOlson @BingAds #DDWNE
See Search Compare Test Drive Purchase
The Path To Purchase Were Simple and Straight Forward
@ChristiJOlson @BingAds #DDWNE
Attribution
Automotive Consumer Decision Journey
Multiple Touchpoints
See friends post
pict...
Attribution
First Click Attribution
@ChristiJOlson @BingAds #DDWNE
Last Click Attribution
Top of the Funnel (TOFU)
Favors:...
Attribution
Last Click AttributionLast Non-Direct Click Attribution
@ChristiJOlson @BingAds #DDWNE
Organic Non-Brand
PPC
S...
Attribution
Last Non-Direct Click AttributionPole-Based Attribution
@ChristiJOlson @BingAds #DDWNE
Splits value (80%) to f...
Attribution
Pole Based AttributionRegression Based Attribution
@ChristiJOlson @BingAds #DDWNE
Distributes across touch poi...
Attribution
Regression Based Attribution
@ChristiJOlson @BingAds #DDWNE
Distributes across touch points
Similar BOFU issues
Attribution
Data-Driven Attribution
@ChristiJOlson @BingAds #DDWNE
Regression Based Attribution
Unique to your business pu...
Attribution
Which is the Perfect Attribution Model?
Paid Digital
Remove non-paid channels
and brand attribution goes
to la...
Attribution
Are you favoring TOFU or BOFU or neither?
@ChristiJOlson @BingAds #DDWNE
Awareness
Consideration
Purchase
Online to Offline
Across Channels (Walled-Garden)
Across Devices
@ChristiJOlson @BingAds #DDWNE
bit.ly/attributionmodels
bit.ly/attributiongap
20@ChristiJOlson @BingAds #DDWNE
More reading about Attribution:
Audience & Remarketing
A Shift in Digital Media
Towards Audience
“I don’t think it’s any secret that you’re
going to see a...
Audience & Remarketing
Yesterday’s Search
- Centric
Campaigns are structured
around
Reach audiences through
their
Product
...
Audience & Remarketing
Reaching Audiences
Behind Your Clicks
Expanded Toolset
Pages visited
Combination of pages visited
P...
Audience & Remarketing
The value and benefits of remarketing
Remarketing in Paid Search can help you achieve a number of g...
@ChristiJOlson @BingAds #DDWNE
Audience & Remarketing
Automotive Consumer Decision Journey
Multiple Touchpoints
Learn of v...
Audience & Remarketing
@ChristiJOlson @BingAds #DDWNE
Bid and Target
Include
+% Bid
Exclude
-% Bid
Layer
Audiences
Together
Audience & Remarketing
Re-thinking Campaign Structure
Product Ad Groups
Apparel PetsGarden
@ChristiJOlson @BingAds #DDWNE
Audience & Remarketing
Re-thinking Campaign Structure
Ready
to buy
LoyalDisengaged
Abandoned Shopping
Cart within the last...
Audience & Remarketing
Extended Reach
Site Activity 1st & 3rd
Party Data
Ready
to buy
Disengaged Loyal Email lists
Salesfo...
Audiences
How You Can Leverage Remarketing Lists
Messaging
Promotions
Financing
Maintenance/Repair
Keywords
Top of the Fun...
Create a messaging strategy based on where the
consumer is in their purchase journey
Think Do
@ChristiJOlson @BingAds #DDW...
User Visits your Website User Searches on Bing
Audience & Remarketing
How UET on Bing works
UID allow passing CRM data bac...
@ChristiJOlson @BingAds #DDWNE
Audience & Remarketing
Create Holistic
Audience Strategy
SEARCH
DISPLAY
EMAILS
FACEBOOK
LIN...
Audience & Remarketing
The Intersection of Audiences and Attribution
AttributionAudiences
@ChristiJOlson @BingAds #DDWNE
Non-linearMulti-channel
PersonalizedLong term
Holistic
MessagingValue
Digital strategy Purchase path
Future Campaigns
Audience & Remarketing
Why advertise on Bing?
@ChristiJOlson @BingAds #DDWNE
20.1%
U.S. search share1
%
% 32.8%
Bing Netwo...
Bing’s Unique Audience
Exclusive
Searchers
158M Global
56M U.S.
Exclusive
Opportunities
to Engage
3B Global Searches
2B U....
Core Take Aways
• There is no perfect attribution model – but if you use last click attribution, make
sure you aren't de-v...
Share an important takeaway you received from this session
using hashtag #DD21 for a chance to win an iPad!
Contact
Info
F...
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DDWNE: Understanding Attribution Models & Audience Remarketing

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Digital Dealer Workshop North East: Cherry Hill, NJ
Traditional paid search as we know is changing. Keywords and Match Types are still a part of paid search, but they are giving way to how they are used in conjunction with audiences and attribution models. Learn more about how audience marketing and attribution models impact your Bing and Google Paid Search Campaigns, how you can be using re-marketing and RLSA to make your search and digital marketing campaigns more targeted, and about different digital marketing attribution models and how they will be impacting your marketing.

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DDWNE: Understanding Attribution Models & Audience Remarketing

  1. 1. Audiences & Attribution Christi Olson, Microsoft Search Evangelist
  2. 2. Christi Olson Search Evangelist, Bing | Microsoft Professional Background @ChristiJOlson Introducing Roy: May 8th, 2016 Boy Meets Girl  Happily Ever After Our Fur Kids: Bella the Wunderpug Elsa the Not-So-Mini Schnauzer
  3. 3. Agenda EVOLUTION OF SEARCH ATTRIBUTION AUDIENCES & REMARKETING @ChristiJOlson @BingAds #DDWNE
  4. 4. Evolution of Search Cortana. Siri. Alexa. Paid search is moving out of the search box and into the fabric our lives. Bing is ready to power new personalized searches across the devices of tomorrow. 2000 Query Search Match Types Text Ads 2010 Demographic Search Day Parting Language 2012 Mobile Search Device Bidding Location 2016 Voice Search TOMORROW Personalized Search Actionable Predictive BEYOND Artificial Intelligence 2013 Audiences RLSA 1990 1st Search Engine @ChristiJOlson @BingAds #DDWNE
  5. 5. Evolution of Search @ChristiJOlson @BingAds #DDWNE
  6. 6. Evolution of Search Future Voice Search Calling Mechanic Call Mechanic. . . . Personalized Predictive Actionable “Recall on your 2009 Ford Edge, fire risk” “Oil change due in 200 miles” “$20 Jiffy Lube oil change” Book now @ChristiJOlson @BingAds #DDWNE
  7. 7. Evolution of Search Language in Search is Expanding OLD SEARCH Match type Desktop QueriesClicks Product Driven NEW SEARCH Mobilized People-Driven Actionable Integrated Localized Predictive Customized Personalized @ChristiJOlson @BingAds #DDWNE
  8. 8. @ChristiJOlson @BingAds #DDWNE Like my family is expanding
  9. 9. @ChristiJOlson @BingAds #DDWNE See Search Compare Test Drive Purchase The Path To Purchase Were Simple and Straight Forward
  10. 10. @ChristiJOlson @BingAds #DDWNE Attribution Automotive Consumer Decision Journey Multiple Touchpoints See friends post pictures of various Volvo SUVs on social media. Search for “safest vehicle reviews”. Click organic listing. Search for “best family vehicle”. Click paid listing. Visit Volvo website. Notice Volvo display ad on Car and Driver. See TV ad for Volvo Summer Sales Event. Search for “Volvo XC90”. Click paid listing. Visit Volvo website. Find local dealer. Purchase at dealership.
  11. 11. Attribution First Click Attribution @ChristiJOlson @BingAds #DDWNE Last Click Attribution Top of the Funnel (TOFU) Favors: Awareness & Acquisition Most likely inefficient (low ROI) Bottom of the Funnel (BOFU) Favors: BRAND + Remarketing Good Efficiency (High ROI)
  12. 12. Attribution Last Click AttributionLast Non-Direct Click Attribution @ChristiJOlson @BingAds #DDWNE Organic Non-Brand PPC Social Organic Branded PPC DirectNon-Brand PPC Removes LAST non-paid channel click Same issues as last click
  13. 13. Attribution Last Non-Direct Click AttributionPole-Based Attribution @ChristiJOlson @BingAds #DDWNE Splits value (80%) to first & last clicks Not good for long purchase cycles
  14. 14. Attribution Pole Based AttributionRegression Based Attribution @ChristiJOlson @BingAds #DDWNE Distributes across touch points Similar TOFU issues
  15. 15. Attribution Regression Based Attribution @ChristiJOlson @BingAds #DDWNE Distributes across touch points Similar BOFU issues
  16. 16. Attribution Data-Driven Attribution @ChristiJOlson @BingAds #DDWNE Regression Based Attribution Unique to your business purchase cycle High effort/work for you
  17. 17. Attribution Which is the Perfect Attribution Model? Paid Digital Remove non-paid channels and brand attribution goes to last paid channel before conversion First / Last Click The last of the first channel clicked is awarded 100% for the conversion Data-Driven Includes same level of scoring – allocate value to channel based on assists to the final conversions @ChristiJOlson @BingAds #DDWNE
  18. 18. Attribution Are you favoring TOFU or BOFU or neither? @ChristiJOlson @BingAds #DDWNE Awareness Consideration Purchase
  19. 19. Online to Offline Across Channels (Walled-Garden) Across Devices @ChristiJOlson @BingAds #DDWNE
  20. 20. bit.ly/attributionmodels bit.ly/attributiongap 20@ChristiJOlson @BingAds #DDWNE More reading about Attribution:
  21. 21. Audience & Remarketing A Shift in Digital Media Towards Audience “I don’t think it’s any secret that you’re going to see a bloodbath in the next 12 months in digital… what’s happening it’s all brand money… What brands are moving to are finding an audience.” - Shane Smith Vice Media, CEO Source: Digiday, Shane Smith interview, May 20, 2016 @ChristiJOlson @BingAds #DDWNE
  22. 22. Audience & Remarketing Yesterday’s Search - Centric Campaigns are structured around Reach audiences through their Product products keywords People people activity Tomorrow’s Search @ChristiJOlson @BingAds #DDWNE
  23. 23. Audience & Remarketing Reaching Audiences Behind Your Clicks Expanded Toolset Pages visited Combination of pages visited Pages not visited Abandoned shopping carts Referral URL Duration of time since last visit Keywords Match Types @ChristiJOlson @BingAds #DDWNE
  24. 24. Audience & Remarketing The value and benefits of remarketing Remarketing in Paid Search can help you achieve a number of goals: Drive actions that are valuable to your business Improve your ROI Upsell or cross-sell to customers @ChristiJOlson @BingAds #DDWNE
  25. 25. @ChristiJOlson @BingAds #DDWNE Audience & Remarketing Automotive Consumer Decision Journey Multiple Touchpoints Learn of various auto brands though social. Search for “safest vehicle reviews”. Click organic listing. Search for “best family vehicle”. Click paid listing. Visit Volvo website. Notice Volvo ad in Car and Driver. See TV ad for Volvo Summer Sales Event. Search for “Volvo XC90”. Click paid listing. Visit Volvo website. Find local dealer. Purchase at dealership.
  26. 26. Audience & Remarketing @ChristiJOlson @BingAds #DDWNE Bid and Target Include +% Bid Exclude -% Bid Layer Audiences Together
  27. 27. Audience & Remarketing Re-thinking Campaign Structure Product Ad Groups Apparel PetsGarden @ChristiJOlson @BingAds #DDWNE
  28. 28. Audience & Remarketing Re-thinking Campaign Structure Ready to buy LoyalDisengaged Abandoned Shopping Cart within the last 7 days No activity on site in over 30 days Made a purchase within last 7 days Increase Bids Broaden Keywords Product Landing Page Increase Bids Broaden Keywords Create Promos Decrease Bids Exact Keywords Remove Promos People Product Ad GroupsRemarketing Strategies @ChristiJOlson @BingAds #DDWNE
  29. 29. Audience & Remarketing Extended Reach Site Activity 1st & 3rd Party Data Ready to buy Disengaged Loyal Email lists Salesforce YouTube Customer Match @ChristiJOlson @BingAds #DDWNE
  30. 30. Audiences How You Can Leverage Remarketing Lists Messaging Promotions Financing Maintenance/Repair Keywords Top of the Funnel Refining the Funnel & Congruent Customer Journeys Optimization Bid Strategy @ChristiJOlson @BingAds #DDWNE
  31. 31. Create a messaging strategy based on where the consumer is in their purchase journey Think Do @ChristiJOlson @BingAds #DDWNE See
  32. 32. User Visits your Website User Searches on Bing Audience & Remarketing How UET on Bing works UID allow passing CRM data back to analytics Bing Audience Google Analytics and Bing UET Bing USER ID Tag Manager & UET Code UID added to Audience Sends UID to Analytics @ChristiJOlson @BingAds #DDWNE
  33. 33. @ChristiJOlson @BingAds #DDWNE Audience & Remarketing Create Holistic Audience Strategy SEARCH DISPLAY EMAILS FACEBOOK LINKEDIN SEARCH DISPLAY EMAILS FACEBOOK LINKEDIN
  34. 34. Audience & Remarketing The Intersection of Audiences and Attribution AttributionAudiences @ChristiJOlson @BingAds #DDWNE
  35. 35. Non-linearMulti-channel PersonalizedLong term Holistic MessagingValue Digital strategy Purchase path Future Campaigns
  36. 36. Audience & Remarketing Why advertise on Bing? @ChristiJOlson @BingAds #DDWNE 20.1% U.S. search share1 % % 32.8% Bing Network 33%
  37. 37. Bing’s Unique Audience Exclusive Searchers 158M Global 56M U.S. Exclusive Opportunities to Engage 3B Global Searches 2B U.S. Searches12% of U.S. search share is exclusive to the Bing Network
  38. 38. Core Take Aways • There is no perfect attribution model – but if you use last click attribution, make sure you aren't de-valuing top of the funnel channels AND continue to feed your funnel! • Think of how you can track in dealership activities to tie them to digital performance. • Search has evolved beyond keywords & match types. • Think beyond search when creating audience lists. Integrate data from other channels like display and social media. @ChristiJOlson @BingAds #DDWNE
  39. 39. Share an important takeaway you received from this session using hashtag #DD21 for a chance to win an iPad! Contact Info Full Name: Christi Olson Company: Microsoft, Bing Advertising Job Title: Search Evangelist Email: chriol@Microsoft.com Twitter: @ChristiJOlson

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