semcamp-2011 - Шон Маршалл - "conversion attribution"
TRANSCRIPT
SEAN MARSHALLDIRECTOR OF SEM
Hey! That’s My Conversion!
• CONVERSION TRACKING 101 (5 MINUTES)
• WHAT IS ATTRIBUTION• WHY YOU NEED CROSS -CHANNEL
ATTRIBUTION
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
• CONVERSION TRACKING 101 (5 MINUTES)
• WHAT IS ATTRIBUTION• WHY YOU NEED CROSS -CHANNEL
ATTRIBUTION
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
Pixel1st 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 NoGoogle Analytics Last Sale Depends* NoYahoo Search Marketing Last Sale Single NoMSN 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
• CONVERSION TRACKING 101 (5 MINUTES)
• WHAT IS ATTRIBUTION• WHY YOU NEED CROSS -CHANNEL
ATTRIBUTION
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
Pixel1st 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 NoGoogle Analytics Last Sale Depends* NoYahoo Search Marketing Last Sale Single NoMSN AdCenter Last Sale Single NoCross-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
CONVER
SIONS
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 CPCGoogle AdWords widgets -$ Yahoo Search Marketing blue widgets 30.00$ 30.00$ Google Organic best blue widgets -$ Google AdWords blue widgets on sale -$ Direct Traffi c Bob's Widget Store -$ Google AdWords Bob's Widget Store $30 30.00$
Source Keyword Revenue CPCGoogle AdWords widgets -$ Yahoo Search Marketing blue widgets -$ Google Organic best blue widgets -$ Google AdWords blue widgets on sale -$ Direct Traffi c Bob's Widget Store -$ Google AdWords Bob's Widget Store $30 30.00$
Source Keyword Revenue CPCGoogle 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 Traffi c 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 CPCGoogle 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 Traffi c 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
Mon
thly
Spe
nd
Services Offered
Putting it All Together
1. Know your pixels – understand how they track
2. Strive for one pixel, not many3. 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
