Paid Search Innovation - Jonathan Beeston

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    30-Oct-2014
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Transcript of Paid Search Innovation - Jonathan Beeston

  • 1. Search and other channels
    Jonathan Beeston, Global Marketing Director

2. Global presence
The biggest global performance marketers choose the Efficient Frontier platform

  • $1 Billion in annual online marketing spend under management

3. Working with 250 leading global marketers 4. Over 150 million active keywords 5. 5 Million bids set, 100+ million models processed daily 6. 50+ Full-time engineers, 40 Masters Degrees, 7 PhDs 7. 1 Patent granted, 6 patents [email protected]
blog.efrontier.com
8. Representative of global clients
TRAVEL
RETAIL & AUTOS
MEDIA
AGENCY & OTHER
FINANCE
9. 3
All models are wrong. Some are useful.
George Box
10.

  • On average there are 4-6 touchpoints across before conversion

What are users doing online?
11. The problem with last click
5
1,000
2,000
12. cross-Channel Optimisation
13. Value distribution across touchpoints
Conversion
DirectWebsite
PaidSearch
PaidSearch
DisplayView
Facebook
0.2
0.2
0.2
0.2
0.2
1
14. EF Event Attribution Models
1
Last
First
Equal
Last More
FirstMore
Custom
15. Multi channel ATTRIBUTION: INSIGHTS
Changing attribution changes your budget allocation
Understand the impact before you make the change
Doesnt really explain interaction effects between channels
What about time between interactions?
9
16. 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.
17. Dynamically model

Facebook
BiddableDisplay

Budget
Bids
Budget:
Multiple Goals:(1) Max Revenue
(2) >10,000 Leads

SEM

TV
Cross Channel Modeling
Cross Channel OptimiSation: The Vision
18. Cross Channel OptimiSation: Online
12
Total Marketing Budget: $12,000
19. Search + offline
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20. 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
Objective:
Given an overall budget, find the best way to bid across search and TV to get the maximum return for the advertising dollar.
Cross-channel Efficient Frontier
Search + tv
21. How long does TV effect last?
Effect on SEM Clicks
Effect on TV Contact
TV Advertising has effect on both TV Contact and SEM Clicks
TV effects usually last for 4 weeks on TV Contacts and SEM Clicks
22. Cross Channel Optimisation

  • Our models show that the optimal budget allocation of TV and SEM spend in July would have resulted in 5% lift.