Does display effect search, does search effect display. Does rich effect either, both, neither? The answer is obvious, but where is the proof. Nothing is true without data .
MediaMind Gives you de duplicated cross channel data that you pull from one system, not 2 or 3 or even 4 and work in excel for a week to get to where its useful. All your campaigns working hand in hand as opposed to or arguing who gets credit for what… building a brand experience. When your campaigns in market do they benefit from other campaigns, placements, channels, etc? MediaMind has the answer
Let’s take a minute and discuss why an Agency would need 1 tracking system<CLICK>As the consumer travels along their path to conversion they encounter any number of Search and Display ads. <CLICK>However, with Search and Display managed separately, each channel requires its own tag, <CLICK>both tags then report the conversion to their respective channel.The result? 1 Conversion, Counted Twice.<CLICK>With Eyeblaster’s universal conversion tag,<CLICK>the conversion is reported only to the last channel visited prior to conversion.<CLICK>The more accurate your data, the more powerful your decision making.
Combining Search and Display increases site visits 7 times Display alone, and 3x times Search alone3 different graphs showing , depending how you want to measure, the correlation between search and display1. Combining Search and Display increases site visits 7 times Display alone, and 3x times Search alone2. How it effects site actions and behavior 3. How it can effect order sizes and revenue per purchase.
With other Ad Serving tools, if you want a Holistic solution you are forced to use their bid –management system. <CLICK>With Channel Connect for Search, you can use the tool which best suits your needs.
What do we mean by generic solution? Search data – per each advertiser we retrieve the search data using the engines APIsClick tracking - once the user select the search campaigns they want to track, we then replace the keywords URLs in the selected campaigns so that they would redirect to Eyeblaster and then to the SEM and to the landing page. We need to track the clicks as we need it to perform search-display de-duplication, display the user’s path to conversion including search ads, and show the synergy between the two channels.Conversion tracking - a main part of the Channel Connect for search solution is performing search \\ display de-duplication of conversions, and displaying ROI in reports for both search and display campaigns. For these to be performed, we need to receive conversion data for search campaigns as well. To achieve that, our Conversion Tags should be placed in the advertiser’s page, and by using 3rd party conversion tags, the SEM will be reported of the conversions that were not attributed to display (i.e. the last viewed was a search ad), thus de-duplication will be preformed.
Consolidating your Display and Search data is inefficient and at the end of the day doesn’t provide much insight into how either channel effects the other.<CLICK>Channel Connect for Search provides a comprehensive cross-channel overview, allowing you to keep track of all your Search and Display advertising, all in one place. <CLICK>By only looking at Total Conversions it appears that search is performing better than display. However, that is not accurate. <CLICK> With Eyeblaster’s innovative new metric “Other Channel Impact Rate” we can explore the touch-points between the two channels.For example, in this report, out of the total 1,216 conversions attributed to Search, 60% had a display event within the path.
When looking at only the last Ad in the path to conversion, we get a distorted view of each publisher’s contribution to conversion.<ClICK>In this example it appears that Google contributed $300 of the $500 revenue. <CLICK>However, when we examine the whole path to conversion, we see that Google actually contributed only a percentage of each conversion, totaling $170. Channel Connect for Search’s Path to Conversion Analysis by Publisher provides both perspectives, <Click>And an easy to understand graphical comparison.<Click>providing more insight into which Publishers give you the most impact.
Path to Conversion Analysis by Channel provides in depth insights into the touch-points between the Search and Display as well into the each channels separately.Once users are divided in to their respective Exposure groups (Both, Search, or Display) <Click>we can readily determine if there is a synergy between the channels by examining any of the metrics provided.<CLICK>Identifying the Most Common Path to Conversion, Number of Events, and Percentage of Single vs. Multi channel path brings new insight into User behavior along their Path to Conversion.
We can also justify the cost of generic keywords in Search campaigns by tracking all keywords used along the path to conversion and what percentage of search used which keyword.
And if Eyeblaster’s in depth analysis isn’t enough, you can receive the raw data yourself, to analyze anyway that meets your requirements.
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