Bridging: Search Network & Display Ads at SMX Israel by Boaz Ariely
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Multi Channel Attribution Across Digital Channels SMX ISRAEL Boaz Ariely VP Online Marketing [email protected]
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Transcript of Bridging: Search Network & Display Ads at SMX Israel by Boaz Ariely
Multi Channel Attribution Across Digital Channels
SMX ISRAEL
Boaz ArielyVP Online Marketing
Banner Ad
Paid Search
Ad
Retargeting Banner
Comparison Shopping Engine
Coupon Affiliate
Display
Paid Search
Retargeting
CSE
Affiliates
CPA Networks
Organic
Social
Display
Paid Search
Affiliates
It’s Mine, It’s Mine, It’s Mine!!!
The Real Life
$5,957,24930,494X3 X3
Let’s Ask Our Attribution Models
First or Last Click Attribution?
AFFILIATE #1Coupon Site
AFFILIATE #2Banner Campaign
• Brings in good amounts• High win rate. What it does, it
does well.• Almost never first• Almost never solo
• Participates in many sales • Low win rate. • Doesn’t fit last click very well
Feeds Off Others Major Introducer
It’s a Matter of Perspective
• Generic searches help drive later conversions therefore justifying a higher CPA
First Click
• Display Campaigns
• Generic KW PPC
• Social Media
• TV / Radio
• Newsletters / Email
Last Click
• Coupons / Deals Sites
• Brand KW PPC (yours+affiliates)
• CSE
• Retargeting
• Abandoned Cart Emails
• Direct
Sources that benefit from First ClickWill always have higher CPA (in Last Click)
Shared Credit Attribution ModelsPosition Based
Think About It
• What is the best model for my business?
• Work with Last Click, analyze with advanced attribution
– Analyze your shared attribution CPA per channel
– Set new CPA goals and optimize towards them
References and Links
• Multi-Channel Attribution: Definitions, Models and a Reality Check (Avinash Kaushik)
• Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models (Avinash Kaushik)
• Custom Channel Groupings in Google Analytics (Lunametrics)
