12. Think like a customer, not like a publisher
Awareness
Engagement
Leads
Direct response
Acquisition
Online
sales
Call centre
Leads
nurturing
Store sales
Mobile
video
YouTube
Facebook
video
Instagram
Premium
programmatic ATL Referral
I’m becoming aware of
the brand
Facebook Native Display SEO SEM
Direct
traffic
Non-branded keywords
I’m interested in the
brand
Facebook Native Display
I’m considering the brand
Facebook Display
SEO SEM
Direct
traffic
branded keywords
I’m showing intent to buy
the brand.
Facebook Display
I’m purchasing from the
brand
SEO SEM
Direct
traffic
branded keywords
Engaged Visitors
Leads
Quotes
Completed Views
Sales
14. Listen to Audience Signals
What product was I looking at?
What product was I interested in buying?
Product
What media source did I come from?
How well does this source usually convert?
Source
What stage of the buying process did I get to?
Did I add the product to my cart or enter
personal details?
Stage
What topics have I demonstrated interest in?
What other pages have I interacted with?
Interest
How long ago did I interact with the website?
When am I likely to purchase?
Time
How many times did I interact with the website?
Touchpoint
15. Cold Warm Hot Customers
3,810
2 days
15,608
7 days
90,448
30 days
172
2 days
856
7 days
6,748
30 days
163,792
30 days
2,146
30 days
12,416
365 days
Move from Pools to Ponds
25. Key Takeaways
1. Optimise towards Advertiser metrics
2. Start with the goals
3. Map your audience using tag management
4. Develop your own attribution model
5. Make sense of your reports
6. Stay in Market – establish a baseline