The 7 Habits of Highly Effective Search Engine Marketers - SEMCamp

roughhewnstupidInternet and Web Development

Nov 18, 2013 (3 years and 4 months ago)

69 views

SEAN MARSHALL

DI RECTOR OF SEM


Hey! That’s My Conversion!


CONVERSI ON TRACKI NG 101 ( 5 MI NUTES)


WHAT I S ATTRI BUTI ON


WHY YOU NEED CROSS
-
CHANNEL
ATTRI BUTI ON

Agenda

What’s A Conversion?


Definition
: A conversion is an event


either online or offline


that is an
indication of success for your business.


Typical “success events” that can be
measured:


Contact us form submitted


Ecommerce order placed


A visit to a page that indicates
purchase intent (e.g. view map to
store)

Conversion Pixels are Everywhere


Dozens of pixels are available:


All PPC engines


Web analytics


Campaign management
software


Display advertising


Comparison shopping


Email marketing


Most conversions are tracked
through a “pixel” or “cookies”


You install a tiny bit of code on a
page that can only be accessed if a
user has converted


When a user gets to the “success
page”, the pixel fires and reports a
conversion back to you


Conversion Tracking Best Practices


Make sure to match the pixel code to whether a page is HTTP or HTTPs


Put the code right before the /body tag to avoid freezing your page


Put the code only on pages that you are certain are “success pages”


Don’t try this at home (ask your Web developer to do it!)


Test the code after you’ve installed it


CONVERSI ON TRACKI NG 101 ( 5 MI NUTES)


WHAT I S ATTRI BUTI ON


WHY YOU NEED CROSS
-
CHANNEL
ATTRI BUTI ON

Agenda

What is Attribution?


Definition
: Giving credit for a
conversion. Attribution can be given to
one source or many.


Common attribution elements:


Source (Google or Yahoo?)


Keyword


Ad text or creative


Landing Page


Advanced attribution elements:


Geography


Demographics


Time of day


Day of week


IP address

Important Attribution Elements

Pixel
1st Click or
Last Click?
Date of Click or
Date of Sale?
Single Source or
Multiple Source?
Talks to Other
Conversion Pixels?
Google AdWords
Last
Depends
Single
No
Google Analytics
Last
Sale
Depends*
No
Yahoo Search Marketing
Last
Sale
Single
No
MSN AdCenter
Last
Sale
Single
No
Who Get’s the Credit (Quiz)

User Click Path


9/2/11:
AdWords
: User searches for “widgets” and visits your Web site,
BobsWidgets.com


9/7/11: Yahoo: Search for “blue widgets” followed by Web site visit


9/9/11: Shopping.com: “Blue water
-
resistant widgets”


9/10/11:
AdWords
: “Model 2600A widgets”


9/11/11:
AdWords
: “Bob’s Widget store” and user converts!

Conversion Pixel Used


Google
AdWords
: Conversion occurred on 9/11/11 with keyword “Bob’s
Widget store”


Google Analytics: Conversion occurred on
9
/11/11 with keyword “Bob’s
Widget store”


Yahoo: Conversion occurred on 9/11/11 with keyword “blue widgets”


Shopping.com: Conversion occurred on 9/11/11 with keyword “blue water
-
resistant widgets”

Many Conversions Get “No Respect”

Giving No Credit


Cookie is erased


Conversion occurs after cookie expires


Conversion occurs offline


Pixel lost when user jumps to different
browser


Pixel lost when user goes from domain
to sub
-
domain




Solutions for Saving Lost Conversions


Use cookies with longer pixels


AdWords

conversion pixel expires
after 30 days


Pixels are available that last up to a
year


Integrate offline sales into your online
marketing


Dedicated phone number for each
channel/campaign/keyword


SalesForce.com App for
AdWords


Use conversion tracking that is not cookie
based:


Digital fingerprinting


Unique customer ID


CONVERSI ON TRACKI NG 101 ( 5 MI NUTES)


WHAT I S ATTRI BUTI ON


WHY YOU NEED CROSS
-
CHANNEL
ATTRI BUTI ON

Agenda

What is Cross
-
Channel Attribution


Cross
-
channel attribution
gives partial credit to multiple clicks (and
channels) in a conversion process. This enables marketers to give credit to
clicks and channels that contributed to the ultimate purchase, and not just
the last click



Follow best practices for setting up conversion tracking


Find a technology that offers cross
-
channel attribution


Instead of one pixel per source, use the one cross
-
channel pixel on your site
for all channels


Tweak attribution settings to reflect your specific business






Option 1: Even distribution vs. weighted distribution


Option 2: Divide credit among all sources, or just paid sources get traffic


Option 3: Include or exclude brand terms


Comparing Cross
-
Channel to Standard Pixel
Tracking

Pixel
1st Click or
Last Click?
Date of Click or
Date of Sale?
Single Source or
Multiple Source?
Talks to Other
Conversion Pixels?
Google AdWords
Last
Depends
Single
No
Google Analytics
Last
Sale
Depends*
No
Yahoo Search Marketing
Last
Sale
Single
No
MSN AdCenter
Last
Sale
Single
No
Cross-Channel Attribution
All
All
Multiple
No
If you use standard conversion pixels, you only see a small
part of the picture

Why Standard Conversion Tracking Fails

Giving Too Much Credit


Pixels don’t talk to each other


Conversion is double
-
counted
due to bookmarks


Brand keyword gets all the
credit


Paid search or SEO gets all the
credit


Misleading data



Your bid decisions are only as good as the data upon which they are
based. Without cross
-
channel attribution, your data is wrong.

Brand or Search Gets Too Much Credit

Graphic courtesy of
Convertro

How Google Uses Multi
-
Click Attribution to
Make You Spend More!

Give Us All The Credit!


AdWords

conversion tracking:


Last click, date of click


Multiple conversions per click


“View through conversions”


Google Analytics


Last click, date of sale


Single attribution, more credit for search

Ignore the Bad Clicks Behind the Curtain!


Google
AdWords

reporting:


Adding negative keywords = exact match;
adding keywords = broad match


Geotargeting

report runs by day (roll up
required)


Easy to copy bids to all keywords, but can’t
change match type that way


No conversion data by hour of day!





The Importance of Cross
-
Channel Attribution:
Part I, Your Bidding Strategy

Source
Keyword
Revenue
CPC
Google AdWords
widgets
-
$

Yahoo Search Marketing
blue widgets
30.00
$

30.00
$

Google Organic
best blue widgets
-
$

Google AdWords
blue widgets on sale
-
$

Direct Traffic
Bob's Widget Store
-
$

Google AdWords
Bob's Widget Store
$30
30.00
$

Source
Keyword
Revenue
CPC
Google AdWords
widgets
-
$

Yahoo Search Marketing
blue widgets
-
$

Google Organic
best blue widgets
-
$

Google AdWords
blue widgets on sale
-
$

Direct Traffic
Bob's Widget Store
-
$

Google AdWords
Bob's Widget Store
$30
30.00
$

Source
Keyword
Revenue
CPC
Google AdWords
widgets
5.00
$

5.00
$

Yahoo Search Marketing
blue widgets
5.00
$

5.00
$

Google Organic
best blue widgets
5.00
$

5.00
$

Google AdWords
blue widgets on sale
5.00
$

5.00
$

Direct Traffic
Bob's Widget Store
5.00
$

5.00
$

Google AdWords
Bob's Widget Store
5.00
$

5.00
$

Last click, multiple pixels

Even attribution, one pixel

Last click one pixel

How you attribute credit can
result in changes in CPC bid by
6X or more!

Source
Keyword
Revenue
CPC
Google AdWords
widgets
7.50
$

7.50
$

Yahoo Search Marketing
blue widgets
7.50
$

7.50
$

Google Organic
best blue widgets
-
$

Google AdWords
blue widgets on sale
7.50
$

7.50
$

Direct Traffic
Bob's Widget Store
-
$

Google AdWords
Bob's Widget Store
7.50
$

7.50
$

Even attribution, multiple pixels, paid only

Importance of Cross
-
Channel, Part II: Creative
Decisions


Creative for “Consideration” Stage:


Who are you?


Why should I trust you?


How are you different?


Why should I be interested?


Creative for “Decision” Stage:


What’s the price?


Do you have a promotion?


Why should I buy today?





Importance of Cross
-
Channel, Part III: KPI Goals


KPIs for “Consideration”
Stage:


Time on site


Page views


Request for
information


KPIs for “Decision”
Stage:


AOS


Conversion Rate


ROI





Ask Your Campaign Management Company

Bid Management
Only

Bid Management +
Campaign
Management Tools

Bid Management +
Full Service Agency

Under
$5,000/mo

$5,000 to
$100,000 mo

$100,000+ mo

Monthly Spend

Services Offered

Putting it All Together

1.
Know your pixels


understand how they
track

2.
Strive for one pixel, not many

3.
Make spend decisions based on the entire
purchase funnel, not just “the decision”
phase

4.
Develop different creative for different
stages of the funnel

5.
Develop different KPIs for each channel

6.
Ask your campaign management company
how they deal with cross
-
channel
attribution


Thank You!


Sean Marshall

PPCAssociates.com

sean@ppcassociates.com

Blog:
www.blogation.net

(David
Rodnitzky
, CEO)