Sean Marshall, Director of SEM, PPCAssociates

1. Sean Marshall Director of SEM Hey! That’s My Conversion!

3. What is Attribution

4. Why You Need Cross-Channel AttributionAgenda

6. Typical “success events” that can be measured:

7. Contact us form submitted

8. Ecommerce order placed

10. All PPC engines

11. Web analytics

12. Campaign management software

13. Display advertising

14. Comparison shopping

15. Email marketing

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

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

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

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

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

23. What is Attribution

24. Why You Need Cross-Channel AttributionAgenda

26. Common attribution elements:

27. Source (Google or Yahoo?)

28. Keyword

29. Ad text or creative

30. Landing Page

31. Advanced attribution elements:

32. Geography

33. Demographics

34. Time of day

35. Day of week

38. 9/7/11: Yahoo: Search for “blue widgets” followed by Web site visit

39. 9/9/11: Shopping.com: “Blue water-resistant widgets”

40. 9/10/11: AdWords: “Model 2600A widgets”

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

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

45. Conversion occurs after cookie expires

46. Conversion occurs offline

47. Pixel lost when user jumps to different browser

49. AdWords conversion pixel expires after 30 days

50. Pixels are available that last up to a year

51. Integrate offline sales into your online marketing

52. Dedicated phone number for each channel/campaign/keyword

53. SalesForce.com App for AdWords

54. Use conversion tracking that is not cookie based:

55. Digital fingerprinting

57. What is Attribution

58. Why You Need Cross-Channel AttributionAgenda

60. Follow best practices for setting up conversion tracking

61. Find a technology that offers cross-channel attribution

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

63. Tweak attribution settings to reflect your specific business

64. Option 1: Even distribution vs. weighted distribution

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

68. Conversion is double-counted due to bookmarks

69. Brand keyword gets all the credit

70. Paid search or SEO gets all the credit

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

72. Brand or Search Gets Too Much Credit Graphic courtesy of Convertro

74. Last click, date of click

75. Multiple conversions per click

76. “View through conversions”

77. Google Analytics

78. Last click, date of sale

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

81. Geotargeting report runs by day (roll up required)

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

85. Who are you?

86. Why should I trust you?

87. How are you different?

88. Why should I be interested?

89. Creative for “Decision” Stage:

90. What’s the price?

91. Do you have a promotion?

93. Time on site

94. Page views

95. Request for information

96. KPIs for “Decision” Stage:

97. AOS

98. Conversion Rate

100. Putting it All Together Know your pixels – understand how they track Strive for one pixel, not many Make spend decisions based on the entire purchase funnel, not just “the decision” phase Develop different creative for different stages of the funnel Develop different KPIs for each channel Ask your campaign management company how they deal with cross-channel attribution

101. Thank You! Sean Marshall PPCAssociates.com sean@ppcassociates.com Blog: www.blogation.net (David Rodnitzky, CEO)