@MarkIrvine89 #pubcon
3 Strategies Anyone can use to Measure the Success Beyond The Last Click
Convert The Extra Point
@MarkIrvine89 #pubcon
Meet Mark Irvine• Data Scientist at Wordstream in
Boston, MA
• Researches industry trends in PPC
• Been working Paid Search for 3 Years
• Before PPC Life, worked with NESN, ESPN, & CBS Sports @MarkIrvine
89
@MarkIrvine89 #pubcon
The MLB was dominated by teams with big pockets – who focused strongly on buying players around a small set of metrics.
The Oakland Athletics GM, Billy Beane, found himself with a small budget, a gutted team, and a radical idea.
Moneyball – Baseball in 2001
@MarkIrvine89 #pubcon
A Focus on New Metrics
Last Season’s Stats Recruit A Recruit B Recruit C
Age 22 25 31HR 8 8 4RBI 18 21 12BA .313 .291 .222On Base % .312 .321 .431
3 imaginary recruits
The focus of most MLB General Managers
The focus of the Oakland office
@MarkIrvine89 #pubcon
The 2002 Oakland A’s won as many games as the New York Yankees – with only a third their budget
Oakland A’s take 20 game winning streak
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Small advertisers can’t afford to compete by looking at all the same metrics –
They need to play smarter.
@MarkIrvine89 #pubcon
New Media Playing With Old Metrics
Metric Shopping Specific Product Keywords
Broader “Top of the Funnel” Keywords
Click Volume 3,293 5,598 8,905CTR 1.56% 2.96% 1.02%CPA $92 $101 $233Conversion Rate 1.86% 3.05% 0.65%Conversions 61 170 58
Case study SMB Account:
Initial Reaction: Pause /pull back campaign!
@MarkIrvine89 #pubcon
Campaigns Provide Value Beyond CPA
This campaign produced a lot of traffic – but rarely ever converted.
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2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000
Conv
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ampa
igns
Clicks in Poor Campaign
Original Performance
Original Performance
@MarkIrvine89 #pubcon
Campaigns Provide Value Beyond CPA
Without making major changes to any other campaign, we saw conversions from other campaigns begin to fall off as a result.
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Clicks in Poor Campaign
So We Pulled Back on the Campaign
Original Performance
Pulling Back on PoorPerforming Campaign
@MarkIrvine89 #pubcon
Campaigns Provide Value Beyond CPA
In this case, not only did reducing this “poor converting” campaign reduce direct conversions. It also:
• Reduced the search interest in other campaigns by 10%.
• Reduced the conversion rate in other search campaigns by 26%.
• Reduced the conversion rate of all website traffic by 12%.
• Total online sales suffered an 18% drop.
@MarkIrvine89 #pubcon
Token Funnel Slide
These searchers
Become prospects
Become customers*! *But not always in
1 click
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Attribution is Critical
89% Of marketers believe attribution is important.
Source: AdRoll
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But Most Aren’t Thinking With It
But 66%of marketers use a single-touch attribution model
Source: AdRoll
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We all say we value attribution, but we clearly don’t know how to.
@MarkIrvine89 #pubcon
Attribution Hat TrickToday’s 3 Goals:1. Discover Full Funnel Insight with
Conversion Paths2. Choosing the Right Attribution
Model3. Attributing Online Action to Offline
Marketing
@MarkIrvine89 #pubcon
Follow Conversion Paths
#1:Keep your eye on
the ball
@MarkIrvine89 #pubcon
Different Campaigns Need to Play Different Positions
Some assist.
They create new opportunities with new audiences and bring them closer to your goal.
Some convert.
They work with your core audience and bring them directly to your goal.
@MarkIrvine89 #pubcon
We Need To Use Smarter Metrics
Conversion paths available on the Campaign, Ad Group, Keyword, & Search Query levels!
@MarkIrvine89 #pubcon
Different Campaigns Need to Play Different Positions
These are your assisted conversions.
They create new opportunities with new audiences and bring them closer to your goal.
These are your direct conversions (last click).
They work with your core audience and bring them directly to your goal.
@MarkIrvine89 #pubcon
Valuing Campaigns For What They’re Worth
Assisted conversions can be integrated into your decision metrics:
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Choosing The Right Attribution Model
#2:Know the Rules of
the Game
@MarkIrvine89 #pubcon
Not All Assists Are Worth The Same
Individual assists worth LESS
Individual assists worth MORE
@MarkIrvine89 #pubcon
Not All Assists Are Worth The Same
Individual assists worth LESS
Individual assists worth MORE
Products or services with a short buying cycle or low profit margins on advertising.
Products or services with a long buying cycle or high profit margins on advertising.
@MarkIrvine89 #pubcon
Google Attribution ModelsModel First Click Value Middle Clicks Value Last Click Value
Last Interaction(Default for Google Analytics)
0% 0% 100%
Last Non-Direct Click 0% 100% (All on the last non-direct click)
0% (If Direct)
Last AdWords Click(Default for AdWords)
0% 100% (All on the last AdWords click)
0% (If not AdWords)
First Interaction 100% 0% 0%
Linear Equal Equal Equal
Time Decay Least More MostPosition Based 40% 20% (Split Evenly) 40%
Data Driven(Available within GA Premium – soon to be rolled out further)
Based on source Based on source Based on source
@MarkIrvine89 #pubcon
Position Based Position based modeling heavily values the first
and last clicks Ideal when your campaigns are designed to
educate about your product. Great for when you’re trying to create a demand for
your niche.
@MarkIrvine89 #pubcon
Time Decay Time Decay modeling heavily values the most
recent clicks. Ideal when your campaigns are designed to
differentiate yourself from competitors. Great if you have several campaigns targeting the
same users while they’re evaluating their potential purchase.
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Comparing Models
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Work Other Channels Into Your Model
#3:Be a Team
Player
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We Live in A Multi-Device World
@MarkIrvine89 #pubcon
Offline Media Creates Online Action
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1:53
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0%
100%
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400%
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700%
Website Visitors Following Regional TV Buy
Active Website Visitors
Time
Shar
e of
typi
cal a
ctiv
e w
ebsi
te
user
s
2:29 – 6x active users
1:55 - Ad airs
2:02 – 6x active users
2:23 – Traffic 10% Elevated. Ad airs.
2:46 – Traffic 20% Elevated.
@MarkIrvine89 #pubcon
Think Mobile First
@MarkIrvine89 #pubcon
We’re Looking At Multiple Screens – At the Same Time!
Source: “The New Multi-Screen World Study”,
Think With Google, 2012
Mobile users are 3x more likely
to respond to a commercial
@MarkIrvine89 #pubcon
Recap1. Use Conversion Paths & Assisted
Conversion metrics to fully value your campaigns.
2. Find an Attribution Model that aligns with your marketing goals
3. Value other channels for their contribution
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