Date post: | 15-Jan-2015 |
Category: |
Technology |
Upload: | webtrends |
View: | 1,308 times |
Download: | 1 times |
SEM Optimization & Best Practices Peter Bowman – Senior Account Executive, Marin Software
Chase Wells – Partner Manager, Webtrends
Agenda
• The Challenge: Quantifying Search • Selecting the Appropriate Conversions • Proper Keyword Attribution Etiquette • Integrating with your CRM for 360 Degree Success • Quick Background – Webtrends & Marin Software
Quan%fying Search
“However beau+ful the strategy you should
occasionally look at the results” – Winston Churchill
Search Is Special Search is a unique medium, where advertisers can immediately respond to consumers looking for their products and services 57% of users start their research for purchases through a Search Engine
E-tailing Group “5 Social Shopping Trends – Shaping the Future of Ecommerce”
Yet We’re Measured Differently…
• Average Cost for a Billboard on Hwy 101 $100,000 per month ($1,200,000 a year!)
• Success Metrics – cars driven by & location
Make Your Data Scream • We understand your
challenges • We understand your
frustration • And we’re going to help
you evangelize the power of search within your organization - with data that speaks for itself!
Driving and Recognizing Results • Search will always
require human insight to drive extraordinary results
• With the right tools at your disposal you can spend time effectively
• Leverage Data properly to reach your full potential
Choose Your Conversion Points
“Get your facts first, then you can distort them as you please”
- Mark Twain
Many Metrics, Too Many Opinions In search there is so much data available that like the sun, you’ll go blind if you stare at it too long It’s too easy to focus on individual metrics and lose sight of your overall goals
CTR Imp.
AOV Time
Of Day
ROAS Clicks
Conv. Rate ROI
Latency Quality Score
Choosing The Right Search Metrics Retail.com
The Buyer Journey As users enter the purchase journey, they will have unique needs during each stage of the process This translates into multiple conversion metrics throughout the process to measure
Discovery
Exploration
Evaluation
Comparison
Decision
Loyalty
Choosing the Right Conversions • Step One
– What do my users do on my site that shows intent?
• Step Two – What actions lead to a
purchase? – What actions fuel my other
channels? • Step Three
– What metrics do I use for optimization and for reporting?
Optimization vs. Reporting Metrics • Optimize on metrics that lead to the end goal • Report on the metrics that show value • There will be overlap (and that’s a good thing)
Getting Credit Where It’s Due “Our email campaigns perform the best”
But where did those email sign-ups come from?
• Make sure that all activity that search drives for other channels is clearly shown
• Demonstrate the true impact of search on your organization
• Get beyond strict ROAS goals and unleash the power of search (and have fun)
Proper A>ribu%on
There’s no “Brand” in Team
Find your keyword portfolio’s MVPs
But, don’t forget those who helped! The most important part is following the user through their entire search journey to conversion to give credit to all of the keywords that contributed
Attribution Overview
Business Problem • Identifying and managing for upper funnel,
lower converting keywords
Business Solution • Track all of the keywords useful in the buyer’s
journey to conversion; give credit where due
18
Look Beyond the Last Click
Source: eMarketer - Last-Click Attribution Models Give Marketers Incomplete Picture Read 4/27/12
54% of agencies
and marketers use
last click attribution
25% of direct
marketers use
cross channel
attribution
19
Improper Attribution = Under Reporting
First Click attribution
results in 38% more
reported revenue as
compared to Last
Click attribution
Source: eMarketer - Last-Click Attribution Models Give Marketers Incomplete Picture Read 4/27/12
Assist Clicks
With conversion value weighing, you have access to keyword level assist metrics
This allows you to easily identify terms which have assisted in the paid conversion funnel but may not have been the last click
20
How to Look At The Data
Optimize to Your Attribution Model
21
1.) “san francisco hotels”
2.) “mariott san francisco”
3.) “book courtyard mariott hotel”
$120 Room
Booking Conversion
Revenue Attribution Using an Even Distribution Model:
1st click $40
2nd click $40
Last click $40
• Last click attribution does not consider conversion influencer keywords
• Customize revenue attribution based on your business model
• Influencing keywords receive partial credit for conversion
“C” is For Cookie Conversion Window • Step One
– Understand average number of clicks per conversion, the first step in allocating revenue by click
• Step Two – Understand time to conversion patterns
for the proper cookie window settings
Bringing it All Home
“No baseball pitcher would be worth a darn without a catcher who could
handle the hot fastball” – Casey Stengel
Measurement and Learning • Measuring all conversion metrics is
imperative for true measurement • Most marketers neglect capturing
offline sales driven by search • It is imperative that search be fully
integrated with CRM systems to track all actions end to end and demonstrate what is really going on in your marketing data ecosystem
Click, Cost & Lead
Data
CRM Data for each click and
user passed back To
Ads
Keyword, Click &
Conversion data
Understand lifetime value of
each user, and
behaviors over time
Make Decisions Based on Revenue
CRM (Revenue)
What if You Paid $100 / Month For Each Keyword? • Leads may be inexpensive, but do they drive revenue and LTV?
• Optimizing keywords to revenue can increase top line and reduce investments unprofitable keywords (see below)
• With CRM integration you can see revenue for each keyword – Necessary for ROI modeling
Impact of Latent Revenue
Stage 1: Lead
Captured Stage 2: Revenue Upload By Keyword
Keyword Number of Leads
Revenue Per Lead
Lead -‐> Sale Conversion Rate
Total Revenue
Revenue Per Lead
X 50 $300 50% $7,500 $150.00 Y 100 $300 10% $3,000 $30.00
Total 150 90% $10,500 $70.00
Optimize to Lifetime Value
Highest revenue / lead despite lower quan%ty of
leads
Revenue allows Ads to evaluate the true impact of keyword investments on your
bo>om line
Background
What is Webtrends Ads?
Webtrends & Marin Software Webtrends Ads is an industry-leading online marketing revenue optimization platform combined with a team of experts dedicated to exceeding your goals
+ ( ) =
Anything Is Possible
If you can see it in Analytics, you can report and optimize off of any action taken on your site.
• No limitations – tags can fire without confirmation pages
• Multiple conversion types • Decide which metrics are for
reporting and which are for optimization
• Seamless integration with Webtrends Analytics
Questions?
Thank You
Please come to the Solutions Pavilion to learn more!
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