#SMX #13B @armondhammer

Steve Hammer, President - RankHammer

Bidding and Attribution

Models

#SMX #13B @armondhammer

From Think with Google:

#SMX #13B @armondhammer

Scale remarketing spend?

#SMX #13B @armondhammer

FAMILY

What it’s all about

FOOD AND WINE

Eating as an art form?

HOCKEY

Go Stars

RANKHAMMER

Dallas Based Internet

Marketing Agency

#SMX #13B @armondhammer

It takes a model

#SMX #13B @armondhammer

Assists matter

#SMX #13B @armondhammer

Not uncommon – 50% assisted conversions

#SMX #13B @armondhammer

Simple model

#SMX #13B @armondhammer

Conversion data is now modeled

#SMX #13B @armondhammer

Typical Variations in CPA (relative)

15

30

12

45

18

31

13

25

0

5

10

15

20

25

30

35

40

45

50

Info Brand Non Brand Remarketing

Last Click Position

#SMX #13B @armondhammer

Better, But:

#SMX #13B @armondhammer

Only adwords clicks count

#SMX #13B @armondhammer

So…

#SMX #13B @armondhammer

Needed:

#SMX #13B @armondhammer

So just pull this via API?

#SMX #13B @armondhammer

Not exactly

#SMX #13B @armondhammer

Build your own model

#SMX #13B @armondhammer

Pseudo code

Dimensions: Adgroup

Path

Metrics: Conversions

Match: Containing target ad

group

Determine Path Length

Reassign Conversion

ValueModify Bids

#SMX #13B @armondhammer

Brute force – Slow – Inflexible - Complex

#SMX #13B @armondhammer

And not much better

#SMX #13B @armondhammer

It’s worth it when:

Big Social Spend

Cost Data Imported

Affiliates

#SMX #13B @armondhammer

Biggest gain:

Remarketing

Buy

Feeder Campaign

#SMX #13B @armondhammer

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX