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Proprietary + ConfidentialProprietary + Confidential
Driving Growth Through Measurement & Attribution
Proprietary + Confidential
More than half of all web traffic is now coming from smartphones and tablets 1
>50%
Proprietary + Confidential 1Google Analytics data, US, Q1 2016.
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of consumers 1
of the ads that consumers identified as being
were viewed on a mobile device 1
of online adults start an activity on one device,
2
79% 60% 75%
Driven by mobile, consumer behavior has fundamentally changed
Proprietary + Confidential1 Think with Google, January 2017, Overcoming Mobile Measurement Challenges to Drive Brand Lift and Sales Growth 2 Google/IPSOS Connect, March 2016, Digital Devices Bridge the Physical World, n=2013 US online respondents 18+
Proprietary + ConfidentialProprietary + Confidential
Many advertisers are only analyzing one smallpart of the consumer path, their final touchpoint
Proprietary + ConfidentialProprietary + Confidential
However, invaluable insights emerge when you use attribution to look beyond the final touchpoint, at the entire user journey
Proprietary + ConfidentialProprietary + Confidential
Correctly track allconversions that matter
Measure
Value all touchpoints in the customer journey by shifting to
non-last-click attribution
Attribute
Use data to drive better bidding, targeting,
and budget decisions
Act
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Measure
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Do you know what happens after a user clicks through to your site?
User completes a
User your ad
User on your ad
User on your website
For many, whether or not the user takesaction from the website is unknown?
Proprietary + ConfidentialProprietary + Confidential
Enable conversion tracking
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Understand whether your site visitors are completing the actions you want them to take when they land on your site.
Proprietary + ConfidentialProprietary + Confidential
Through our tools, you can measure a wide variety of actions, based on your business needs
LeadsNewsletter sign-ups
In-store conversions
Pages visited
App downloads
Phonecalls
In-app purchases
Users reached
Converted leads
Cross-device activity
Videos played
Online purchases
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Attribute
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Have you ever booked a vacation in one sitting,on one device?
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Chances are, your booking process looked more like this
Sunday
Searched “best tropical vacations” during your commute and decided the Bahamas was your perfect destination.
Searched “bed and breakfast Bahamas” to find lodging for your trip. Paradise Bay Bahamas seemed like the best option.
Monday Tuesday Wednesday Thursday Friday Saturday
Searched for and clicked on“Paradise Bay Bahamas”.
Over lunch, you searched “Paradise Bay Bahamas reservation 10/1-10/10” to confirm availability for your trip.
It was available, so you booked!
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Understanding users’ fragmented journeys can be challenging
Friday AM“Paradise Bay Bahamas reservation 10/1-10/10”
Friday AMBookedreservation!
Tuesday AM“bed and breakfast Bahamas”
Sunday AM“best tropical vacations”
Wednesday PMclicked “ParadiseBay Bahamas”
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Attribution helps you connect these dots
Sunday AM“best tropical vacations”
Wednesday PMclicked “ParadiseBay Bahamas”
Friday AM“Paradise Bay Bahamas reservation 10/1-10/10”
Tuesday AM“bed and breakfast Bahamas”
Friday AMBookedreservation!
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The first click initiated the purchasing process...
Sunday AM“best tropical vacations”
Wednesday PMclicked “ParadiseBay Bahamas”
Friday AM“Paradise Bay Bahamas reservation 10/1-10/10”
Tuesday AM“bed and breakfast Bahamas”
Friday AMBookedreservation!
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but the last click was the final interaction before the purchase...
Sunday AM“best tropical vacations”
Wednesday PMclicked “ParadiseBay Bahamas”
Friday AM“Paradise Bay Bahamas reservation 10/1-10/10”
Friday AMBookedreservation!
Tuesday AM“bed and breakfast Bahamas”
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...and middle clicks connected the two together!
Sunday AM“best tropical vacations”
Wednesday PMclicked “ParadiseBay Bahamas”
Friday AM“Paradise Bay Bahamas reservation 10/1-10/10”
Tuesday AM“bed and breakfast Bahamas”
Friday AMBookedreservation!
Proprietary + ConfidentialProprietary + Confidential
We face three major challenges with attribution
#1: Understanding cross-device activity
#2: Understanding intra-channel activity
#3: Understanding multi-channel activity
User behavior across mobile, desktop and
tablet devices
User behavior across campaigns within the
same channel(ex. search advertising)
User behavior across all channels
(ex. display, organic, social)
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Google has new solutions to address these challenges
– Launched in June 2016
– Currently in development
#1: Understanding cross-device activity
#2: Understanding intra-channel activity
#3: Understanding multi-channel activity
User behavior across mobile, desktop and
tablet devices
User behavior across campaigns within the
same channel(ex. search advertising)
User behavior across all channels
(ex. display, organic, social)
Proprietary + ConfidentialProprietary + Confidential
Use Google Ads Search Attribution to assign credit to touchpoints that occur on the Search Network
Free tool for Google Ads users
Clear process for selecting and
comparing models
Accounts for cross-device
behavior
“Flip the switch”setup
Compatible with Smart Bidding
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Value your users’ journeys with Google Ads Search Attribution in just three simple steps
Step 1Select the best attribution model for your business
Step 2Change the model in Google Ads
Step 3Rethink your timeline for analysis
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Step 1Choose an attribution model
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If your account is eligible, always select the data-driven model
Tip
Step 1Select the best attribution model for your business.
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Select the data-drivenmodel to allow Google's machine learning to determine how much credit to give each interaction
to determine which user touchpoints are most influential
Assigns credit across
the user path
over time,based on performance
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If your account doesn’t qualify for data-driven attribution, select a rules-based model
Models How it works Use if your business has a:
TimeDecay
Allocates more credit to touchpointscloser to the time of the conversion
Conservative growth strategy
Best for advertisers who arewell-established within their market
Position-Based
Assigns more credit to the user’s first and the last touchpoints, then equally shares the remaining value
across all other touchpoints
Aggressive growth strategy
Best for advertisers who are new to theirmarket or are primarily focused on new
customer acquisition
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Change your attribution model with three simple steps
Step 2
1 2
Select the conversion action
(e.g. purchase, lead)
Select attribution model
Implementation instructions available here.Need help?
Remember to choose data-driven, if available! Don’t forget to save settings.
TipRemember to include conversion actions in "Conversions” to use those for optimization and Smart Bidding.
Tip
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Rethink your timeline for analysis
Step 3
To properly analyze performance:
1.(we recommend at least
a 30-day range)2.
(example: analyze days 1-30 for Month 1on day 5 of Month 2)
The Attribution Reports and Time Lag analysis can give guidance on the number of days you should wait.
Tip
For Example:
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Moving beyond last-click on Search delivers 5% more conversions on average, at a similar cost-per-conversion.1
Non last-click attribution drives better performance!
5%
Proprietary + Confidential1 Based on an internal blog post about a Google Econometrics study with thousands of accounts who moved away from last-click
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Act
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Use insights from your non-last-click attribution modelto drive strategic changes in your account
LeverageSmart Bidding
Smart Bidding automatically sets optimal
bids based on your attribution model – no
more manual work!
Expand into generic keywords
Upper funnel, generic keywords will now get the
credit they deserve.
Increase mobile bids
Mobile devices are also likely to get more credit so increase your mobile bids
Ensure you arenot constrained
by budget
Be sure your campaigns have room to grow when you
start generating more conversions.
Learn more about adjusting your budgets on thefollowing slide.
Smart Bidding will use conversions actions that have been included in “Conversions column” (see slide)
Keep in mind
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Be prepared to re-examine your campaignbudgets after shifting to a new attribution model
If a campaign is... We recommend:
Limited by budget
Meeting or exceeding its performance goals
● Reallocating excess budget to campaignsthat are currently constrained
● Using the Maximize Conversions bidding strategy to drive as many conversions as possible within your existing budget
● Increasing your budget on constrainedcampaigns to capture available demand
● Implementing recommended budget in the Budget Explorer tool
● Using a Shared Budget across campaignsto efficiently distribute your budget
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Unlock growth for your business by:
Measure Attribute Act
Correctly track allconversions that matter
Value all touchpoints in the customer journey by shifting to
non-last-click attribution
Use data to drive better bidding, targeting,
and budget decisions