The Measure: Are You Properly Crediting All of the Ads in Your Customers’ Purchase Paths?


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Presented by ClearSaleing co-founder and former Google insider Adam Goldberg, this webinar covers an array of topics explaining how search engine marketers (SEMs) improperly asses the true effectiveness of the entire series of online ads. This webinar contains several examples as to how crucial understanding your customer’s Purchase Path(TM) is and can lead search engine marketers down a dangerous path that can greatly impact their online advertising budgets and goals. In order to optimize online advertising sources (Pay-Per-Click, Comparison Shopping Engines, Banner ads, etc.), Search Engine Marketers need the appropriate online advertising analytics.

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The Measure: Are You Properly Crediting All of the Ads in Your Customers’ Purchase Paths?

  1. 1. The Measure Are you properly crediting all of the ads in your customer’s Purchase Paths™? ClearSaleing™ Confidential Adam S. Goldberg Co-Founder and Chief Innovation Officer P: 800.592.0464 ext. 902 [email_address]
  2. 2. The Metric, The Measure, The Method Webinar Series ClearSaleing™ Confidential
  3. 3. Goal of advertising ClearSaleing™ Confidential A company may advertise to build their brand, gain new customers, gain market share, build awareness, introduce a new product, change their image, etc., but at the end of the day all of the reasons to advertise are to directly or indirectly produce more profit.
  4. 4. Recap: The Metric <ul><li>Revenue can go up; Profit can go down </li></ul><ul><li>Conversion Rate can go up; Profit can go down </li></ul><ul><li>Sales can go up; Profit can go down </li></ul><ul><li>Cost Per Acquisition (CPA) can decrease; Profit can go down </li></ul><ul><li>Click Through Rate (CTR) can increase; Profit can go down </li></ul><ul><li>Return on Ad Spend (ROAS) can increase; Profit can go down </li></ul>ClearSaleing™ Confidential
  5. 5. Online Advertising Strategy Evolution ClearSaleing™ Confidential Use All Match Types Keyword Level Bidding Long Tails Conversion Tracking Model Numbers Only Use Exact Match Dynamic Keyword Insertion Massive Keyword Lists Technology SEM’s Day Parting Ad Copy Testing Time Of Day Calls To Action Keywords On Landing Pages Site Targeting Content Networks Competitor’s Branded Terms Rank At The Top Multiple Search Engines Conversion, CPA, ROI Clicks, Imprs, CTR, Position 2 nd Tier Engines Misspellings and Typos Geo-Targeting International
  6. 6. Behind every great big man is a… ClearSaleing™ Confidential Points (Sales) 0 8 Shooting Percentage (Conversion Rate) 0% 50% Points (Sales) 2 20 Shooting Percentage (Conversion Rate) 29% 50% Assists 10 0
  7. 7. Never underestimate the value of air conditioning ClearSaleing Confidential Should I close the doors to save on my electric bill?
  8. 8. Purchase Path™ ClearSaleing TM Confidential The Cumulative Effect of Advertising
  9. 9. Next-Generation Direct Response Effectively Managing Attribution © 2007 JupiterResearch, LLC/ADV07-C01 COPYRIGHT STRICTLY ENFORCED
  10. 10. ClearSaleing Confidential
  11. 12. Introducers -> Influencers-> Closers ClearSaleing™ Confidential Introducers Influencers Closers
  12. 13. Introducers, Influencers, Closers online ClearSaleing™ Confidential Introducers Influencers Closers Broad/Phrase Match Any Match Type Exact Match Banners Any Ad Source Search Marketing Email Manufacturer Name Model Numbers General Terms Shopping Engines Branded Terms
  13. 14. Most common Purchase Paths TM ClearSaleing™ Confidential Average # of clicks to sale: 2.75 Purchase Path TM 1 AdWords (Toaster Oven) > AdWords (GE toaster) > AdWords (TEM500) > Sale Purchase Path TM 2 Nextag (PDP-HD50) > AdWords (company name) > Sale Purchase Path TM 3 AdWords (modern lamp) > AdWords (modern floor lamp) >AdWords (ingo maurer) > AdWords (im-hotachille) > AdWords (company name) > Sale Purchase Path TM 4 Nextag (PDP-HD50) > AdWords(company name) > Phone Call> Sale
  14. 15. How can I use the Purchase Path TM ? ClearSaleing™ Confidential AdWords (Toaster Oven) > AdWords (GE toaster) > AdWords (TEM500) > $90 Sale ROI Type First Last Even Credit Allocation $90 Toaster oven $90 TEM500 $30 Toaster Oven $30 GE Toaster $30 TEM500
  15. 16. How long should my Purchase Path TM be? ClearSaleing TM Confidential Sales Days 17 days A B
  16. 17. How many clicks does it take to get a conversion? <ul><li>Price point (toaster oven vs. plasma TV) </li></ul><ul><li>Competition (5 places to buy vs. 500 places to buy) </li></ul><ul><li>Amount of consideration required (book vs. leather couch) </li></ul><ul><li>Demographics (people with little time vs. people with lots of time) </li></ul>ClearSaleing™ Confidential
  17. 18. Brand names: Not as valuable as previously thought <ul><li>Where did the sale occur in the woman’s mind? </li></ul>ClearSaleing™ Confidential Search # Keyword 1 Modern lamp 2 Modern floor lamp 3 Ingo Maurer 4 IM-Hotachille 5 (company name)
  18. 19. Offline sales tracking <ul><li>Assign an ID to each visitor </li></ul><ul><li>Dynamically insert ID on your website </li></ul><ul><li>Have sales person capture ID along with other contact information </li></ul><ul><li>Run a sales report that shows sales with ID’s </li></ul><ul><li>Tie the ID to the advertising that customer interacted with as per your tracking system </li></ul>ClearSaleing TM Confidential Website visitor/caller = ID 3378
  19. 20. Key Takeaways <ul><li>Not less right…but completely wrong </li></ul><ul><li>Introducers, Influencers, Closers </li></ul><ul><li>Get granular </li></ul><ul><li>Don’t ignore offline sales </li></ul>ClearSaleing™ Confidential
  20. 21. The Method Ad Spend Profits 20K 40K Identify Eliminate Waste Buy Maximum Clicks Add and Test Time Optimize Business ClearSaleing™ Confidential
  21. 22. Thank you! <ul><li>6/26/08: The Method - Do you have a continuous improvement process for you online ad investments </li></ul><ul><li>All webinars will begin at 1:30pm EST </li></ul><ul><li>View this webinar at </li></ul>ClearSaleing™ Confidential Adam S Goldberg Co-Founder and Chief Innovation Officer P: 800.592.0464 ext. 902 [email_address]