How to Build a Cross-Device Search Strategy? By Chloe Piérard at Conversion Day 2015

CREATING A CROSS-DEVICE STRATEGYUNDERSTANDING AND OVERCOMING THE CHALLENGES

Chloé & Glenn

Ebusiness consultants @ -

How mobile was presented during the last few

years

“This will be the year of mobile…”2012



TRUE

Everything you heard about mobile

during the last few years is

Don’t focus on the device

Focus on the user

90%Of people move between devices

to accomplish a goal

Mobile changes user behavior

65%Of decisions start on mobile &

end somewhere else

Mobile changes user behavior

In the past

€€

Visits on desktop

Conversion on desktop

Today, the consumer is ….

Always connected

On multiple devices

Fast and fickle

Today – Complex behavior across devices

Today – Simplified

€€

Today – Simplified

€€

YOU LOOKED AT THEDEVICE

&YOU FORGOT ABOUT

THE

In order to evaluate the roleof each device correctly

We need to understand the

USER JOURNEY

The user’s behavior is spread across different devices.

The user’s behavior is spread across different devices,

which means different cookies

are

BROKEN

In a multi-device world





€

€

Situation

We know we need to track users across devices.

The focus shifts from device to users.

Technology is limited.

I’m an SEA advertiser on

Now what?

Solution in AdWords

Build a model using

”Estimated cross device conversions”

• An estimation using aggregate and anonymized data from people who have previously signed into Google

• Extrapolated to the general population

• Attributed to the last clicked ad (no view-through conversions)

• Only reported when the number is 95% statistical accuracy

Introducing estimated cross-device conversions

1. Take a date range of at least 1 month back so conversion data is complete

How to recalculate CPA taking cross-device effects into account?

1. x2. Go to the Ad groups menu, add:

• the Device segment


1. x2. x3. Go to the Ad groups menu, add:

• the est. Cross Device Conversions column


1. x2. x3. x4. Download the data in an Excel file


1. x2. x3. x4. x5. In Excel, select all Ad groups where

AdWords was able to report cross-device conversions and filter on Mobile.


1. x2. x3. x4. x5. x6. Recalculate Mobile CPA for those

adgroups.


Total conversions: Converted clicks + Est. Cross-device conversions

Mobile CPA: Cost / Total conversions

1. x2. x3. x4. x5. x6. x7. Use this benchmark for the adgroups

where Google was not able to calculate the cross-device conversions.


1. x2. x

Results

Mobile CPA Mobile CPA with cross-device effect %

Brand 3 € 2 € -33%

Generic 26 € 19 € -27%

Mobile conversions Mobile conv. with cross-device effect %

Brand 9.988 14.982 +50%

Generic 11.152 15.261 +37%

1. x2. x

WHAT’SNEXT?

We could wait for the holy grail

PERFECT CROSS-DEVICE

TRACKING

1. Bid adjustments

Advertising on mobile taking mobile specificities into account

2. UX - Provide a good mobile experience

€€


end somewhere else

You must be present and provide a good UX on Mobile.

€€

Optimize your website for converting through mobile.This reduces the number of Estimated Cross-Conversions and

increased the number of confirmed conversions.


end somewhere else

2. UX - Shorten the device funnel through good UX and reduce estimates

Ensure as much as possible convert on that device

3. Solutions beyond AdWords

User ID




“This will be the year we start caring about the user rather than the device”

2015


2015


2015

Marketing

How to Build a Cross-Device Search Strategy? By Chloe Piérard at Conversion Day 2015