Double Edged Sword of PPC MeasurabilityFrom Marta Turek’s Presentation at  the Vancouver SEM Meetup<br />
The Challenge<br />“Measuring ROI is the biggest challenge for those managing paid search campaigns in the eyes of both co...
The Attribution Dilemma<br /><ul><li> How does your B2B client measure ROAS?
 Which ‘trackable’ channel gets credit for the sale?</li></ul>Email<br />Outdoor Advertising<br />Direct Visit<br />Paid S...
B2B Purchase Behaviour<br /><ul><li> Forcing rationality on a largely irrational process
 Model makes sense from a marketer’s perspective
 B2B purchase decision is non-linear process involving multiple interactions</li></ul>Source: The BuyerSphere Project<br />
Marketing Attribution is Essential<br />Search<br />Convert<br />Video Mobile<br />Offline<br />Social<br />Media<br />Cus...
Marketing Attribution is Essential<br />Roughly 60% of Sales Attributed to Last Touch had at least one other campaign inte...
Consequences of NOTGetting it Right<br />Marketing overspends/under spends<br />Unhealthy tension among marketing managers...
Not Convinced by SEM:YouSendIt Case Study<br />Perceived as an ineffective channel<br />Significant marketing investment w...
SEM Funnel with Branded Traffic<br />92% reduction in impressions<br />60% decline in clicks<br />58% decline in conversio...
Branded terms are FINITE
Branded conversions are impacted by non-branded terms</li></ul>Conversion rate dropped from 15% to 10%<br /> 3500 to 1500<...
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Marta Turek - Double edged sword of ppc measurability

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Presentation by Marta Turek (@mturek), Search Marketing Strategist at Enquiro, at the Vancouver SEM Meetup.

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Marta Turek - Double edged sword of ppc measurability

  1. 1. Double Edged Sword of PPC MeasurabilityFrom Marta Turek’s Presentation at the Vancouver SEM Meetup<br />
  2. 2. The Challenge<br />“Measuring ROI is the biggest challenge for those managing paid search campaigns in the eyes of both companies and agencies”State of Search Engine Marketing Report 2010in association with SEMPO<br />
  3. 3. The Attribution Dilemma<br /><ul><li> How does your B2B client measure ROAS?
  4. 4. Which ‘trackable’ channel gets credit for the sale?</li></ul>Email<br />Outdoor Advertising<br />Direct Visit<br />Paid Search<br />Banner ad<br />
  5. 5. B2B Purchase Behaviour<br /><ul><li> Forcing rationality on a largely irrational process
  6. 6. Model makes sense from a marketer’s perspective
  7. 7. B2B purchase decision is non-linear process involving multiple interactions</li></ul>Source: The BuyerSphere Project<br />
  8. 8. Marketing Attribution is Essential<br />Search<br />Convert<br />Video Mobile<br />Offline<br />Social<br />Media<br />Customers interact with multiple channels…both online & offlineand with different media across channels<br />
  9. 9. Marketing Attribution is Essential<br />Roughly 60% of Sales Attributed to Last Touch had at least one other campaign interaction<br />Online retailer: buyers interacted with average 3.9 campaigns<br />High value customers: interaction increased to 7.4 campaigns<br />Consumption + impact of online media is interrelated with other media <br />Long sales cycles mask the impact of first clicks<br />Source: Coremetrics 2009<br />
  10. 10. Consequences of NOTGetting it Right<br />Marketing overspends/under spends<br />Unhealthy tension among marketing managers<br />Misguided investment (people & dollars)<br />for budgeting/forecasting<br /> Impacts credibility of PPC<br />
  11. 11. Not Convinced by SEM:YouSendIt Case Study<br />Perceived as an ineffective channel<br />Significant marketing investment with no measurable yield<br />Branded is the only traffic that converts<br />Lack of proper metrics<br />
  12. 12. SEM Funnel with Branded Traffic<br />92% reduction in impressions<br />60% decline in clicks<br />58% decline in conversion<br />Units sold down 33%<br />Bookings down 57%<br />From 4.5M to 372,000 impressions<br />22,000 to 14,000 RAW clicks<br />WHY?<br /><ul><li>Branded terms reduce reach
  13. 13. Branded terms are FINITE
  14. 14. Branded conversions are impacted by non-branded terms</li></ul>Conversion rate dropped from 15% to 10%<br /> 3500 to 1500<br />Conversion to order increased to 2.3 from 1.8 <br />52 to 36 sales<br />
  15. 15. Opportunity Cost of PPC<br />Reduced new visitors to site organically by 3%<br />YouSendItlost a significant amount of overall share of voice (5-20%) for top 6 keywords when pausing SEM<br />Lost BRANDED traffic to competitors<br />
  16. 16. Road Blocks to Attribution<br />Politics Trumps Data-Driven Insights<br />Limited Expertise<br />Limited Technology & Data<br />Disjointed Marketing Efforts<br />Difficulty or Failure to Measure Marketing Channels<br />Can’t Afford It<br />No Time<br />
  17. 17. The Google Panacea?<br />Introducing Search Funnels <br />Collection of 7 Reports<br />Top Paths<br />Path Length & Lag Time<br />First Click & Last Click Analysis<br />Assist Analysis & Assist Conversions<br /><ul><li>Encompasses only Paid Search activity
  18. 18. Look back 30 days from conversion event</li></ul>NEW<br />
  19. 19. THANK YOU!Discussion/Questions?<br />
  20. 20. Enquiro Hiring<br />Experienced PPC Search Marketing Strategist<br />Minimum 2 years Experience:<br />Developing, Implementing and Maintaining <br /> Paid Strategies & Recommendations<br />Analyzing & Applying Response Data<br />Proficiency Navigating Search Analytics Tools<br />Come Speak to Me to Discuss Further<br />http://www.enquiro.com/about/careers.php<br />

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