Webinar: Automation + Attribution = Campaign Success


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Looking for a way to improve your agency’s efficiency while simultaneously improving your clients’ SEM campaigns? Then it’s time to look into the benefits of combining campaign automation and attribution modeling in Acquisio. Join Lee Goldberg, Co-Founder and President of Vector Media Group, Inc. at the upcoming webinar, “Automation + Attribution=Campaign Success.” In this webinar, Goldberg will cover:

● The pros and cons of rules-based and algorithmic automation, and when to use each
● Which of the 4 types of attribution modeling offers the greatest potential for advertisers
● Why you should pay special attention to Acquisio’s “Score Revenue” metric
● How Goldberg’s agency has combined campaign automation and attribution modeling to successfully optimize campaigns for introducers, influencers, and closers

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Webinar: Automation + Attribution = Campaign Success

  1. 1. Automation + Attribution = Campaign Success Presented by Lee Goldberg, President Vector Media Group Inc.
  2. 2. Introduction to Vector Media Group• Full service digital agency, based in NYC• Specialists in website development and online marketing • Search Engine Optimization • Pay-Per-Click Management • Online Display • Conversion Rate Optimization • Analytics
  3. 3. Why Vector Loves Acquisio• Amazing blend of automation and precise control that drives efficiency for our agency and results for our clients• Best of Breed campaign automation – Both rules and algorithms• Unsurpassed campaign attribution management tools• Incredible team!!!
  4. 4. Goals for Today’s Webinar• To highlight different types of campaign automation strategies, so that you can choose which is best for your business and clients• To explain the concept of attribution management, why it’s so important, and the different types of attribution models that are available• To illustrate how savvy marketers can combine campaign automation AND attribution management to maximize ROI and drive efficiency of management and ad spend
  6. 6. What is Campaign Automation?• Campaign automation is a function within the Acquisio platform that allows marketers and campaign managers to automate the bid management function of paid search/social/display• Two types of campaign automation: • Rules • Algorithms• Automation of routine bid management tasks saves time on tactical execution… Allowing the campaign manager/agency team to be more strategic
  7. 7. Rules vs. Algorithms Rules AlgorithmsProvides ultimate in control and • Perfect for hitting pre-definedprecision goals that are easy to measure and quantify• Go as granular as you’d like to manage to a CPA, ROI/ROAS goal, • Limited transparency, but easy to avg. position goal measure the impact• Can be applied globally or to specific campaigns/ad groups • Can easily be applied globally or to specific campaigns/ad groups• Requires time and thought to set up properly • Quick to set up and execute
  8. 8. A Closer Look at Rules
  9. 9. Best Practices for Using Rules• Wait until you have enough data to have a real feel for what’s going on in your account and across your campaigns before setting up automated rules• Leverage different rules for search vs display, branding vs performance campaigns, etc.• Review rule performance in “suggestion” mode after implementing strategies to understand what is happening• Set an appropriate “lookback” period so that you can be sure that you are relying on statistically significant data to make changes• Don’t be afraid to tweak rules once you have a feel for their impact on performance• Rules alone will not yield true success.. Don’t forget about keyword strategy, messaging, landing pages, etc.
  10. 10. A Closer Look at Algorithms
  11. 11. A Closer Look at Algorithms (continued)
  12. 12. Best Practices for Using Algorithms• Be cautious at the beginning – Get a feel for how they look!• Leverage the fact that Acquisio allows algorithms to run in suggestion mode• Go for small gains in performance first – And then get more aggressive so that you don’t “shock” your campaigns• Set different algorithms for different objectives
  14. 14. What is Attribution Modeling?• TRUTH: Customers and prospects go thru a decision making process befoe squeezing the trigger – Not everyone is ready to take the leap today!• Attribution Modeling is the process of allocating credit for a conversion across each of the different touchpoints and channels that lead up to the ultimate success event• Traditional web analytics (i.e. Google Analytics) have (until very recently) completed ignored the issue of attribution, leading to a lack of understanding of how campaigns interact together
  15. 15. Why is Attribution So Important?
  16. 16. Why is Attribution Management So Crucial?• Ignoring the fact that some keywords/campaigns/channels exist in the upper funnel compels marketers to bid down and reduce spend on introducers and influencers• Channel management depends on attribution data. Using attribution data can lead you to: • Reallocating budget to campaigns along the most profitable spot in the conversion cycle • Adjusting affiliate payouts, based on the true value that the affiliate provides in the conversion cycle • Revising your CPA targets to be more closely aligned to the true contribution of your marketing to the entire process • Change timing of campaign types • Adjusting landing pages and messaging to be more closely aligned to where the visitor for the campaign is in the conversion cycle
  17. 17. Channel ManagementSource: eConsultancy/Google,http://services.google.com/fh/files/misc/marketing_attribution_whitepaper.pdf
  18. 18. Most Common Attribution Models• There are 4 Main Types of Attribution Models: • Last Click • First Click • Linear • Custom• Acquisio lets you define your own models, and splits up data into 3 easy-to-digest buckets: • Introducers = Plays an initial role in the conversion process • Influencers = Assists other keywords/channels in conversion process • Closers = Seal the deal!
  19. 19. Attribution Models First Click Last Click• Attributes 100% of the • Attributed 100% of the conversion value to the first conversion value to the last channel with which the channel with which the customer interacted customer interacted before conversion• Useful when you run ads or • Useful when your campaigns to create initial ads/campaigns are designed to awareness, and are looking attract people at the moment to place a premium on the of purchase, or if your business channels that first exposed has a very short sales cycle… customers to your brand But overall, very limiting!
  20. 20. Attribution Models Linear Custom• Attributes credit equally to • YOU define the rules – Can each channel interaction on be time decay, profit decay, the conversion path etc• Useful when your campaigns • Useful when you have a are crafted to maintain deep understanding of the contact and awareness conversion cycle, and want throughout the entire cycle. to truly optimize value Each touchpoint is equally across each point important
  21. 21. Custom Attribution Models in Acquisio
  23. 23. Score Revenue• Acquisio’s Score Revenue metric is a marketer’s best friend! • Score revenue is the ACTUAL value that each keyword/ad group/campaign/channel has contributed to your business, based on the attribution model that you’ve defined • Score revenue tabulates value across each of the different conversion types that you’ve defined in Acquisio • Score Revenue and attribution metrics are selectable in Acquisio’s rule builders
  24. 24. Best Practices = Combine Automation & Attribution1. Leverage Score Revenue: Use score revenue in your automated rules to influence bids based on total attributed value2. Structure campaigns around the buying cycle, and set up rules and algorithms to optimize appropriately: Rather than maximizing closers for each campaign (as is typical), set rules and algorithms to maximize assists, assisted, introducers, influencers, and closers based on how each campaign fits into the buying cycle Example: Category Terms (Shoes, Men’s Shoes, etc) = Maximize assists; introducer revenue Product Terms (Nike Shoes, Nike Air Jordans) = Maximize influencer revenue Brand Name Terms (YourCompany.com) = Maximize closer revenue; assisted conversions
  25. 25. Best Practices = Combine Automation & Attribution3. Use Algorithms and Rules Appropriately: Use algorithms with attribution revenue metrics for high-level ROI/CPA goals; Use rules for precise and exact control when looking to optimize at each step4. Remember to use all conversion types: Don’t just focus on the final step in your conversion funnel. Set up attribution- based rules and algorithms to maximize macro conversions (sales, leads) as well as microconversions (email signups, whitepaper downloads, views of key page, etc)
  26. 26. Thank You!Questions?Lee GoldbergVector Media Group Inc.www.VectorMediaGroup.comLee@VectorMediaGroup.com