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Bidding and Attribution Models By Steven Hammer

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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Harnessing SEM Analytics for Smarter Automation. PRESENTATION: Bidding and Attribution Models - Given by Steven Hammer, @armondhammer - RankHammer, President. #SMX #13B

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Bidding and Attribution Models By Steven Hammer

  1. 1. #SMX #13B @armondhammer Steve Hammer, President - RankHammer Bidding and Attribution Models
  2. 2. #SMX #13B @armondhammer From Think with Google:
  3. 3. #SMX #13B @armondhammer Scale remarketing spend?
  4. 4. #SMX #13B @armondhammer FAMILY What it’s all about FOOD AND WINE Eating as an art form? HOCKEY Go Stars RANKHAMMER Dallas Based Internet Marketing Agency
  5. 5. #SMX #13B @armondhammer It takes a model
  6. 6. #SMX #13B @armondhammer Assists matter
  7. 7. #SMX #13B @armondhammer Not uncommon – 50% assisted conversions
  8. 8. #SMX #13B @armondhammer Simple model
  9. 9. #SMX #13B @armondhammer Conversion data is now modeled
  10. 10. #SMX #13B @armondhammer Typical Variations in CPA (relative) 15 30 12 45 18 31 13 25 0 5 10 15 20 25 30 35 40 45 50 Info Brand Non Brand Remarketing Last Click Position
  11. 11. #SMX #13B @armondhammer Better, But:
  12. 12. #SMX #13B @armondhammer Only adwords clicks count
  13. 13. #SMX #13B @armondhammer So…
  14. 14. #SMX #13B @armondhammer Needed:
  15. 15. #SMX #13B @armondhammer So just pull this via API?
  16. 16. #SMX #13B @armondhammer Not exactly
  17. 17. #SMX #13B @armondhammer Build your own model
  18. 18. #SMX #13B @armondhammer Pseudo code Dimensions: Adgroup Path Metrics: Conversions Match: Containing target ad group Determine Path Length Reassign Conversion Value Modify Bids
  19. 19. #SMX #13B @armondhammer Brute force – Slow – Inflexible - Complex
  20. 20. #SMX #13B @armondhammer And not much better
  21. 21. #SMX #13B @armondhammer It’s worth it when: Big Social Spend Cost Data Imported Affiliates
  22. 22. #SMX #13B @armondhammer Biggest gain: Remarketing Buy Feeder Campaign
  23. 23. #SMX #13B @armondhammer LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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