· Display Network Organic Search Display Network Generic Paid Search Display Network Display...
Transcript of · Display Network Organic Search Display Network Generic Paid Search Display Network Display...
www.finch.com
What new feature did AdWords recently rollout for search retargeting?
Hint: It’s a list display has had for awhile
What percent of customers bounce if a site takes more than 3 seconds to load?
How many attribution models does AdWords support?
Disclaimer: Only the models currently available to everyone
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The 5 BiggestMistakes
Poor Metric Measurement
Attribution Mistakes
Letting Google Take Over
Mishandled Remarketing
Dismissing Mobile
Not Tying Overall Business Goals to AdWords Conversions
Mistake #1
Align goals to metrics
More Leads/Sales
vs.
CPCs/Impressions
1. CPA is calculated by dividing the total cost of
conversions by the total number of
conversions.
2. Use only if all costs for products/services are
equal.
CPA: Cost per Acquisition
1. CPV is the total value of your conversions
divided by the total cost for all the ad clicks that
can be tracked.
2. Use when all margins for products/services are
equal.
CPV: Cost per Value
1. Optimizing for what you really want more of:
PROFIT.
2. Use when products/services have variable
information for each.
3. The best way to measure success and growth.
Optimize for Profit
Align What You Measure With Your Goals
The Solution
Not Giving Attribution Any Thought
Mistake #2
WHAT IS ATTRIBUTION?HOW ATTRIBUTION MODELS ARE USUALLY CHOSEN
Eenie-meenie-miny-moe…
WHAT IS ATTRIBUTION?
FEBRUARY
How do you know where to spend money to improve performance?
Where are you lookingto know how your
PPC is performing?
AN EXAMPLE
Last click
Last ad click
Cross device
Last ad click
Cross device
Phone calls
Off-line
Last ad click
Cross device
Phone calls
$1,000
$2,000
Att
rib
ute
d R
even
ues
$1.00
Max cost per clickbased on 10% cost of
revenue target; 1% conversion rate
$2.00$1.75$1.55$1.35
Max
CP
C
GoogleAnalytics
Google AdWords(all-conversions)
ATTRIBUTION MODELS
Last Click First ClickLinear Position-basedTime Decay
LAST CLICK
Direct response companies
Want to know what ‘closes’ the sale
Non-direct last click: Similar to last click, if many users return directly to your site for the conversion; this measures the last actual channel/click for the close.
FIRST CLICK
Which source is generating new prospects.
Useful to determine where to spend more time with branding efforts.
LINEAR
Long sales cycles. What is pushing the user forward?
Before removing a channel; see if it’s contributing.
TIME DECAY
Focused on both awareness and sales.
Helps value the middle clicks pushing a user forward.
POSITION-BASED
Every interaction gets some credit, but we focus more heavily on what brought a customer to your site and what closed them
Personal favorite for the majority of my clients as it’s not to extreme on any front
AN EXAMPLE
Which Model is Right For Me?
Last Click First ClickLinear Position-basedTime Decay
Conservative Growth-oriented
Decide What You’re Trying To Achieve And Choose
Accordingly!
The Solution
Not giving customer value any thought
Mistake #2 (continued)
TODAYDisplay Network Organic Search
Display Network Generic Paid Search
Display Network Display Brand
TOMORROW
FROM CONVERSION TO USER FUNNELS
MOVING TO CUSTOMER VALUE
But when? ;-)
YESTERDAYOrganic Search
Organic Search
How many products?
Lifetime value?
What products?
How frequently?
Cost of acquired customer?
Why is lifetime value so hot?
● Understand each customer’s revenue potential
● Determine more effectively how much can be spent on customer acquisition
● Identify which channels/platforms drive the most valuable customers
CPA LTV ROAS
Arya
Jon
CUSTOMER VALUE
85
150
76%
3500
8400
140%
41x
56x
37%
LTV VS. CPAIS CPA MISLEADING?
LTV PRINCIPLES
Customer Centricity reveals how to increase profits from your best
customers, find more like them, and avoid
over-investing in the rest
Jim Sterne, Founder, Chairman,Web Analytics Association
$
20%
20%80%
80%
LTV PRINCIPLES
PARETO PRINCIPLE
Top 20% of Buyers
Top 10% of Buyers
Top 1% of Buyers
70%
50%
20%
In these ecommerce business examples, top 20% of their customers generate roughly 70% of
their total revenue...
Tota
l Rev
enue
All Buyers
PARETO PRINCIPLEIN PRACTICE
100%
0%0% 10% 20% 30% 40% 50%
LTV PRINCIPLES
THE GROUNDWORK - WHAT IS NEEDED?
LTV PRINCIPLES
Customer
CRM IDClient IDUser ID
Google ID
Lifetime
HistoricalPredictive
Value
E-commerceGoals
RevenueProfit
LTV
The Path to Lifetime Value
Based Targeting and Bidding
Identify
your most valuable
customers
Personalize
content for your customers based on
their LTV - focused on retention, upselling and cross-selling
Bid
customize bidding based off LTV of your customers
Acquire
more high value prospects (new
customers)
MOVING TO CUSTOMER VALUE WITH GOOGLE
SOLUTIONS
Engage
Confidential + ProprietaryConfidential + Proprietary
Using a flexible budget to reach as many profitable customers as possible and data modeling to bid to customer lifetime value, Airbnb successfully connected with 101% more customers in a six-month time frame.”
Why Airbnb Takes a Customer-Centric Approach to AdWords
Letting Google Make Choices For You
Mistake #3
Not Ryder’s choice
Ryder’s choice
Our compromise
GRANULARITY
ACCOUNT STRUCTURE
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD
MATCH TYPE
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD
5% 3% 2% 0.25%Conversion
Rate
THE GOLDEN CLICK!
NOW…
Grow your campaigns efficiently
KEYWORD EXPANSION
Converse red shoeswhite shoesred shoesblack shoescomfortable shoesinexpensive shoeshigh top shoes
{KeyWord} list
Converse red shoes
Add converting search terms to your keywords
MARKET EXPANSION HOW TO
In AdWords, select a campaign
1 Go to the Keywords Tab, click the ‘Search Terms’
MARKET EXPANSION HOW TO
In AdWords, select a campaign
1 Go to the Keywords Tab, click the ‘Search Terms’
2 Add the Conversions Column and sort by it
MARKET EXPANSION HOW TO
In AdWords, select a campaign
1 Go to the Keywords Tab, click the ‘Search Terms’
2 Add the Conversions Column and sort by it
3 Add any search terms that resulted in a conversion as exact match keywords
MARKET EXPANSION HOW TO
In AdWords, select a campaign
1 Go to the Keywords Tab, click the ‘Search Terms’
2 Add the Conversions Column and sort by it
3 Add any search terms that resulted in a conversion as exact match keywords
4 Make new exact match keyword a negative in the ad group it came from
GOOGLE WHEEL OF GOODNESS
HIGHERBID
HIGHERPOSITION
HIGHERCTR
HIGHERQUALITYSCORE
HIGHER AD RANK
HIGHERCONVERSION
RATE
Google Wheel of Goodness
Exact Match
Exact Match produced a
increase!78.2%
Granular Structure & Influence Quality Score
with Exact Match
The Solution
Not Maximizing Remarketing
Mistake #4
DATA ORGANIZATION
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD
Which website visitor is worth the most?
A B C
Now which website visitor is worth the most?
A B C
New visitorReturning with item in cart
Visited within 7 daysPast customer
Returned after 30 days
Conversion Rate Example
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
New Visitor
Home Page
2+ Pages
Product Page
Productin Cart
BeginCheckout
Repeat Clients
Search
Remarketing
Conversions
3 PILLARS FORAUDIENCE SUCCESS
Identify: Find your most valuable online audiences by using client data plus Google insights.
Re-Engage: Convert and retain customers that already know you
Expand: Grow your marketing to reach new customers at all stages in the purchase funnel.
AUDIENCE INSIGHTS REPORT
Interests + Intent
Demo + Device
New Customers to Target Available Reach
Action
Using your remarketing lists, you can determine the audience composition of your users
Increasing customer
retention rates by
just 5% increases profits
by 25% to 95%1
KEEP EXISTING CUSTOMERS AND GAIN NEW ONES
Attracting a new customer
costs five times as much
as keeping an existing
one2
Source: 1 Bain & Co Source: 2 Lee Resources 2010
INCREASING BIDS CAN LOWER CPA, WHILE GROWING CONVERSIONS
Similar Audience
conversions
RLSA conversions
Customer Match
NEW TOTAL
Baseline conversions
Incremental conversions
INCREASING BIDS CAN LOWER CPA, WHILE GROWING CONVERSIONS
Increasing bids for audience lists increases ad rank and grows conversion volume, which can result in a lower CPA
Lists Bid CvR CPA
Baseline
Similar to All Visitors
All Visitors list
All Customer list
Converters list
$1.00
$1.05
$1.10
$1.15
$1.20
1%
1.5%
2%
2.5%
3%
$100
$70
$55
$46
$40
Use The Data & Remarket Wisely
The Solution
Dismissing Mobile
Mistake #5
Photo of car on the side of the highway
HELP!HELP!
Mistake #5Did you know?
66% of the population suffers from Nomophobia
91%Source: Google/Purchased, U.S., “How Brand Experiences Inspire Consumer Action,” U.S.
smartphone owners 18+=2,010, brand experiences=17,726, April 2017.
Source: Google/Purchased, U.S., “How Brand Experiences Inspire Consumer Action,” U.S. smartphone owners 18+=2,010, brand experiences=17,726, April 2017.
70%
Source: Google/lAB “Our Mobile Planet,” May 2013
40%
150But only spends
The average person checks their phone
177minutes on their phonetimes per day
What does this mean for your business?
Develop a strategy specific to mobile.
Be there!
What can you do to succeed in a micro-moment world?
● Mobile only
● We live in a visual world
● Take up majority of the screen
● Be there FIRST
MOBILE PHOTO EXTENSION BETA
Blank space vs. Experiential
GOOGLE PHOTO TIPS
Collage vs. Single
GOOGLE PHOTO TIPS
Mobile Audits
Must Be Present To Win
The Solution
The 5 BiggestMistakes
Poor Metric Measurement
Attribution Mistakes
Letting Google Take Over
Mishandled Remarketing
Dismissing Mobile
SOLVED!
Come talk to us at our booth or at the Opening Party tonight!