Ask an Expert: How to Measure the Effectiveness of Your Branding Campaigns

LIVE 60-minute Q&A with CPC Strategy’s Branding & Attribution Experts

Logistics

Session Recording Will Be Sent Next Week

Q&A Following the Presentation

Submit Questions In the Chat Box to the Right

More Resources In the Handouts Section to the Right

TODAY’S SPEAKERS

Lewis Brannon

Retail Search Manager | CPC Strategy

Kristan Ostrom

Retail Search Manager | CPC Strategy

OVERVIEW

• Founded in 2007

• Recognized as an Official Google Shopping Partner

• 300+ Active Retail Clients

• Top 50 fastest growing company in San Diego 3 years

CLIENTS

About CPC Strategy

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

Lewis BrannonRetail Search manager

✓ 5+ years of e-commerce search marketing experience

✓ Specialization in retail PPC for large brands

Kristan OstromRetail Search Manager

✓ 4+ years of digital media experience

✓ Specialization in brand management

Poll For The Audience…

What metrics do you use to measure digital branding success?

A. Conversions

B. Traffic

C. Click-Thru-Rate

D. Other

E. We don’t measure

Q&A Overview

• Digital Branding Landscape

• Understanding Your Customer/Setting Goals

• Branding Channels to Explore

• Audience Building

• Attribution Modeling & Measurement

Digital Branding Landscape

What is the current landscape for Digital Branding? (L)

Traditional vs. Emerging TV to Video (Reel SEO stat)

Static to Video and Rich (screenshot next slide)

Spending on US digital video ads grew by 42% to $7.46 billion in 2015

- That number is expected reach over $13B by 2019

How digital branding landscape is evolving and taking budgets from TV advertising

- Per Reelseo - 39% of ad buyers moved budget away from TV for digital in 2015.

- Overall digital video grew 42% in 2015 and expected reach $13 billion annual spend by 2019.

- US digital display ad spending to surpass search ad spending in 2016

In 2016, digital display ad spending will eclipse search ad spending in the US for the first time.

- Combined, the categories of video, sponsorships, rich media and “banners and other” will account for the

largest share of digital ad spending: 47.9%, worth $32.17 billion. - See more at:

Source: www.reelseo.com/video-advertising-tv-ads/#ixzz43aW9guz9

Source: www.emarketer.com/Article/US-Digital-Display-Ad-Spending-Surpass-Search-Ad-Spending-2016/1013442#sthash.yPuPo6PG.dpuf

What is the current landscape for Digital Branding? (L)

Setting Objectives

How do I set attainable objectives? (L + K)

How to set objectives?

What type of business goal you have?

E-commerce traffic growth?

KPI = New Visitors

KPI = Sales from New Visitors

Grow Subscriber Pool (K)?

KPI = New Subscribers (e-mail, YouTube / Social)

Increased Interactions (likes, comments, shares)

Conquest competitor traffic?

Impression Share

Reach

Understanding Your Customer

Where do I begin?

Understand who your target audience is and who is purchasing from your site

Be attuned to Google Analytics customer demographics

Where do I begin?

GET FAMILIAR WITH IN-MARKET SEGMENTS

Where do I begin?

Utilize Facebook Audience Insights to understand your target consumer

Where do I begin?

● Understand lifestyle and behavioral trends of target audience

Upcoming CPC Strategy Events

When: March 28th & 29thTime: 10am-10:30am (PST)Register: Link in Chat Box

Branding Channels to Explore

What are the branding channel options? (L)

TRADITIONAL

Good ole’ search Good ole’ banners

What are the branding channel options? (L) (2 slides)

Newer Emerging

Audience Segmentation

How do I know which audience / potential customer is best to target (K)

Test different segments

Break audiences into different campaigns and ad groups/ad sets

Break out age, gender, interests, placements into different segments

to better understand the differences in performance

Attribution Modeling & Measurement

How do you measure ROI of campaigns not expected to convert immediately or nearly immediately? (Draper meets Avinash)

Traditional Broadcast meets Digital

Similar Content - Different Mindset

Attribution - Measuring Brand Growth

Distribution of conversion data / revenue to different touch points on a purchase path

Types of Attribution Models:

Last Click (Most Common)

First Click

Multi-Touch

Time-Decay

Last Non-Direct

Last AdWords Click

Avoid Last Click Only

Measuring Campaign / Channel Interplay

Put the puzzle together Extract more insight

Custom Channel Groupings

Multi-Channel Funnel Top Paths

Custom Channel Groupings for Social

Impression-Based Conundrum – No Clicks to Measure!

Brand Lift Measurement

• New vs. Returning (Prospecting vs. Remarketing)• Try to Normalize Data• Consider Google Brand Lift Program

Measuring Branding Campaigns - Brand Lift - Google Trends

Google.com/trends Choose category / geo / date range Measure your brand relative to

category & competition

Recap

Do you feel there’s room for improvement in your

digital brand measurement strategy?

Yes

No

Questions for the Experts?Submit your questions in the chat box on the right

cpcstrategy.com/retail-search-audit/

www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com

Schedule A Free 60 min. Retail Search Audit