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Presentation by Marta Turek (@mturek), Search Marketing Strategist at Enquiro, at the Vancouver SEM Meetup.
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Double Edged Sword of PPC Measurability
From Marta Turek’s Presentation at the Vancouver SEM Meetup
The Challenge
“Measuring ROI is the biggest challenge for those managing paid search campaigns in the eyes of both companies and agencies”
State of Search Engine Marketing Report 2010in association with SEMPO
The Attribution Dilemma• How does your B2B client measure ROAS?• Which ‘trackable’ channel gets credit for the sale?
Banner adPaid Search
Outdoor Advertising Direct Visit
B2B Purchase Behaviour• Forcing rationality on a largely irrational process
• Model makes sense from a marketer’s perspective
• B2B purchase decision is non-linear process involving multiple interactions
Source: The BuyerSphere Project
Search ConvertVideo Mobile
OfflineSocialMedia
Customers interact with multiple channels…both online & offline and with different media across channels
Marketing Attribution is Essential
Marketing Attribution is Essential• Roughly 60% of Sales Attributed to Last Touch
had at least one other campaign interaction– Online retailer: buyers interacted with average
3.9 campaigns– High value customers: interaction increased to
7.4 campaigns• Consumption + impact of online media is
interrelated with other media • Long sales cycles mask the impact of first clicks
Source: Coremetrics 2009
Consequences of NOTGetting it Right
• Marketing overspends/under spends• Unhealthy tension among marketing managers• Misguided investment (people & dollars)
for budgeting/forecasting• Impacts credibility of PPC
Not Convinced by SEM:YouSendIt Case Study
• Perceived as an ineffective channel• Significant marketing investment with no
measurable yield• Branded is the only traffic that converts• Lack of proper metrics
SEM Funnel with Branded Traffic• 92% reduction in impressions• 60% decline in clicks• 58% decline in conversion• Units sold down 33%• Bookings down 57%
WHY?• Branded terms reduce
reach• Branded terms are
FINITE• Branded conversions are
impacted by non-branded terms
From 4.5M to 372,000 impressions
22,000 to 14,000 RAW clicks
3500 to 1500
52 to 36 sales
Conversion rate dropped from 15% to 10% Conversion
to order increased to 2.3 from 1.8
Opportunity Cost of PPC
• Reduced new visitors to site organically by 3%• YouSendIt lost a significant amount of overall
share of voice (5-20%) for top 6 keywords when pausing SEM
• Lost BRANDED traffic to competitors
Road Blocks to Attribution
• Politics Trumps Data-Driven Insights• Limited Expertise• Limited Technology & Data• Disjointed Marketing Efforts• Difficulty or Failure to Measure
Marketing Channels• Can’t Afford It• No Time
The Google Panacea?• Introducing Search Funnels • Collection of 7 Reports
– Top Paths– Path Length & Lag Time– First Click & Last Click Analysis– Assist Analysis & Assist Conversions
• Encompasses only Paid Search activity• Look back 30 days from conversion event
NEW
THANK YOU!Discussion/Questions?
Enquiro Hiring• Experienced PPC Search Marketing Strategist
– Minimum 2 years Experience:• Developing, Implementing and Maintaining
Paid Strategies & Recommendations
– Analyzing & Applying Response Data– Proficiency Navigating Search Analytics Tools
Come Speak to Me to Discuss Furtherhttp://www.enquiro.com/about/careers.php