Chinwag Insight: Facebook Marketing - Jonathan Beeston, Expedia - What's in a Like
Paid Search Innovation - Jonathan Beeston
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Transcript of Paid Search Innovation - Jonathan Beeston
SEARCH AND OTHER CHANNELS
Jonathan Beeston, Global Marketing Director
GLOBAL PRESENCE
The biggest global performance marketers choose the Efficient Frontier platform
• $1 Billion in annual online marketing spend under management
• Working with 250 leading global marketers
• Over 150 million active keywords
• 5 Million bids set, 100+ million models processed daily
• 50+ Full-time engineers, 40 Master’s Degrees, 7 PhD’s
• 1 Patent granted, 6 patents pending
@efrontier
blog.efrontier.com
REPRESENTATIVE OF GLOBAL CLIENTS
TRAVEL RETAIL & AUTOS MEDIA AGENCY & OTHERFINANCE
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“All models are wrong. Some are useful.”
George Box
• On average there are 4-6 touchpoints across before conversion
Date Type Channel Ad/Keyword
6/25/2010 16:52 Click Yahoo Search “london hotels”
6/25/2010 16:56 Lead - -
6/27/2010 13:42 Impression Doubleclick AdX Creative_disp_1.gif
6/27/2010 13:42 Impression Doubleclick AdX Creative_disp_1.gif
6/27/2010 13:47 Impression Rightmedia Creative_disp_1.gif
6/27/2010 13:56 Impression Rightmedia Creative_disp_1.gif
7/1/2010 13:42 Click Facebook Creative_FB_1.gif
7/1/2010 15:30 Impression Doubleclick AdX Creative_disp_1.gif
7/2/2010 11:42 Impression Rightmedia Creative_disp_1.gif
7/2/2010 14:05 Click Google Adwords “hotel in london”
7/2/2010 15:05 Conversion
WHAT ARE USERS DOING ONLINE?
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THE PROBLEM WITH LAST CLICK
£1,000
£2,000
CROSS-CHANNEL OPTIMISATION
Unified
Tracking
• Track interaction of the user with all media channels at one place.
Attribute
, Analyse
• Model how different factors contribute to conversion.• Model how factors interact with each other.
Optimis
e
• Allocate media spend based on cross-channel models.
VALUE DISTRIBUTION ACROSS TOUCHPOINTS
Facebook ConversionDirect
WebsiteDisplay
ViewPaid
SearchPaid
Search
0.2 0.2 0.2 0.2 0.2 1
EF EVENT ATTRIBUTION MODELS
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Last
First
Equal
Last More
FirstMore
Event 1 Event 2 Event k Event p
0 0 0 1
1 0 0 0
Custom
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MULTI CHANNEL ATTRIBUTION: INSIGHTS
• Changing attribution changes your budget allocation• Understand the impact before you make the change• Doesn’t really explain interaction effects between
channels• What about time between interactions?
Channel Equal credit Last Click Bayesian Model
SEM 35% 25% 38%
SEO 25% 50% 22%
Facebook 10% 5% 12%
Display 30% 20% 28%
WHAT IS CROSS CHANNEL OPTIMISATION?
PROBLEM• Determine the right way of spending across all media
channels, accounting for interaction effects across channels to maximise my ROI.
SOLUTION• Dynamically model all cross-channel interaction effects
and apply optimisation algorithms to determine the correct media mix.
Budget: €€€€€€Multiple Goals:(1) Max Revenue(2) >10,000 Leads
Cross Channel Modeling
BiddableDisplay
SEM
TV
€
€
€€
€€€€
BudgetBids
CROSS CHANNEL OPTIMISATION: THE VISION
Dynamically model
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CROSS CHANNEL OPTIMISATION: ONLINE
Total Marketing Budget: $12,000
SEARCH + OFFLINE
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Collect SEM and TV data
Determine Revenue attribution for the multi-point multi-channel funnel
Build TV Models
Build SEM models
Cross Channel Optimization using portfolio theory
Cross-channel Efficient Frontier Objective:Given an overall budget, find the best way to bid across search and TV to get the maximum return for the advertising dollar.
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$-
$20,000
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SEM + TV Frontier
Total Budget
To
tal
Rev
enu
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SEARCH + TV
HOW LONG DOES TV EFFECT LAST?
TV Advertising has effect on both TV Contact and SEM ClicksTV effects usually last for 4 weeks on TV Contacts and SEM Clicks
Effect on TV Contact Effect on SEM Clicks
CROSS CHANNEL OPTIMISATION
$- $500,000 $1,000,000 $1,500,000 -
1,000
2,000
3,000
4,000
5,000
6,000
Cross Channel Model: Contacts vs Spend
Total Spend
To
tal
Co
nta
cts
• Our models show that the optimal budget allocation of TV and SEM spend in July would have resulted in 5% lift.
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PRESS + SEARCH
• Typically 6-7 weeks of improved search performance
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IN SUMMARY
• First pre-requisite: Unified Tracking Platform
• Attribution is a partial solution
• Attribution + Algorithmic Optimisation is the solution for answering the media mix question
• This is a young field! There’s a long way to go!
THANK YOU
Blog: blog.efrontier.com
Twitter: @efrontier; @searchbeest
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