DDWNE: Understanding Attribution Models & Audience Remarketing

Audiences & AttributionChristi Olson, Microsoft Search Evangelist

Christi OlsonSearch Evangelist, Bing | MicrosoftProfessional Background

@ChristiJOlson

Introducing Roy: May 8th, 2016

Boy Meets Girl Happily Ever After

Our Fur Kids: Bella the Wunderpug Elsa the Not-So-Mini Schnauzer

AgendaEVOLUTION OF SEARCH

ATTRIBUTION

AUDIENCES & REMARKETING

@ChristiJOlson @BingAds #DDWNE

Evolution of SearchCortana. Siri. Alexa.Paid search is moving out of the search box and into the fabric our lives. Bing is ready to power new personalized searches across the devices of tomorrow.

2000Query SearchMatch Types Text Ads

2010Demographic SearchDay PartingLanguage

2012Mobile SearchDevice BiddingLocation

2016Voice Search

TOMORROWPersonalized SearchActionablePredictive BEYOND

Artificial Intelligence

2013AudiencesRLSA

1990 1st Search Engine


Type here...ALL RESULTS 1–10 of 600,000,000 results

Evolution of Search


Evolution of Search

Future Voice SearchCalling Mechanic

Call Mechanic.

. . . Personalized

Predictive

Actionable

“Recall on your 2009 Ford Edge, fire risk”

“Oil change due in 200 miles”

“$20 Jiffy Lube oil change” Book

now


Evolution of Search

Language in Search is Expanding

OLD SEARCH

Match type

Desktop

QueriesClicks

Product Driven

NEW SEARCH

Mobilized People-Driven

Actionable

Integrated

LocalizedPredictive

Customized

Personalized



Like my family is expanding


See Search Compare Test Drive Purchase

The Path To Purchase Were Simple and Straight Forward


Attribution

Automotive Consumer Decision JourneyMultiple Touchpoints

See friends post pictures of various Volvo SUVs on social media.

Search for “safest vehicle reviews”. Click organic listing.

Search for “best family vehicle”. Click paid listing.

Visit Volvo website.

Notice Volvo display ad on Car and Driver.

See TV ad for Volvo Summer

Sales Event.

Search for “Volvo XC90”. Click paid listing.

Visit Volvo website. Find local dealer.

Purchase at dealership.

Attribution

First Click Attribution


Last Click AttributionTop of the Funnel (TOFU)Favors: Awareness & AcquisitionMost likely inefficient (low ROI)

Bottom of the Funnel (BOFU) Favors: BRAND + Remarketing

Good Efficiency (High ROI)

Attribution

Last Click AttributionLast Non-Direct Click Attribution


Organic

Non-Brand PPC

Social Organic

Branded PPC

DirectNon-Brand PPC

Removes LAST non-paid channel clickSame issues as last click

Attribution

Last Non-Direct Click AttributionPole-Based Attribution


Splits value (80%) to first & last clicksNot good for long purchase cycles

Attribution

Pole Based AttributionRegression Based Attribution


Distributes across touch pointsSimilar TOFU issues

Attribution

Regression Based Attribution


Distributes across touch pointsSimilar BOFU issues

Attribution

Data-Driven Attribution


Regression Based AttributionUnique to your business purchase cycle

High effort/work for you

Attribution

Which is the Perfect Attribution Model?

Paid DigitalRemove non-paid channels and brand attribution goes

to last paid channel before conversion

First / Last ClickThe last of the first channel

clicked is awarded 100% for the conversion

Data-DrivenIncludes same level of

scoring – allocate value to channel based on assists to

the final conversions


Attribution

Are you favoring TOFU or BOFU or neither?


Awareness

Consideration

Purchase

Loyalty

Online to OfflineAcross Channels (Walled-Garden)Across Devices


bit.ly/attributionmodels

bit.ly/attributiongap

20@ChristiJOlson @BingAds #DDWNE

More reading about Attribution:

Audience & Remarketing

A Shift in Digital Media Towards Audience“I don’t think it’s any secret that you’re going to see a bloodbath in the next 12 months in digital… what’s happening it’s all brand money… What brands are moving to are finding an audience.”

- Shane SmithVice Media, CEO

Source: Digiday, Shane Smith interview, May 20, 2016



Yesterday’s Search

- Centric

Campaigns are structuredaroundReach audiences through their

Product

products

keywords

People

people

activity

Tomorrow’s Search



Reaching Audiences Behind Your Clicks

Expanded ToolsetPages visitedCombination of pages visitedPages not visited Abandoned shopping cartsReferral URLDuration of time since last visit

KeywordsMatch Types



The value and benefits of remarketingRemarketing in Paid Search can help you achieve a number of goals:

Drive actions that are valuable to your business

Improve your ROI

Upsell or cross-sell to customers




Automotive Consumer Decision JourneyMultiple Touchpoints

Learn of various auto brands though social.

Search for “safest vehicle reviews”. Click organic listing.

Search for “best family vehicle”. Click paid listing.

Visit Volvo website.

Notice Volvo ad in Car and Driver.

See TV ad for Volvo Summer

Sales Event.

Search for “Volvo XC90”. Click paid listing.

Visit Volvo website. Find local dealer.

Purchase at dealership.



Bid and Target

Include+% Bid

Exclude-% Bid

Layer Audience

sTogether


Re-thinking Campaign StructureProduct Ad

Groups

Apparel PetsGarden



Re-thinking Campaign Structure

Ready to buy LoyalDisengaged

Abandoned Shopping Cart within the last 7

days

No activity on site in over 30

days

Made a purchase within last 7

days

Increase BidsBroaden KeywordsProduct Landing Page

Increase BidsBroaden KeywordsCreate Promos

Decrease BidsExact KeywordsRemove Promos

People

Product

Ad GroupsRemarketing Strategies



Extended Reach

Site Activity 1st & 3rd Party Data

Ready to buy

Disengaged Loyal Email lists Salesforce

YouTubeCustomer

Match


Audiences

How You Can Leverage Remarketing ListsMessaging

PromotionsFinancing

Maintenance/Repair

Keywords

Top of the Funnel

Refining the Funnel &

Congruent Customer Journeys

Optimization

Bid Strategy


Create a messaging strategy based on where the consumer is in their purchase journey Think Do


See

User Visits your Website User Searches on Bing


How UET on Bing works UID allow passing CRM data back to analytics

Bing Audience

Google Analytics and

Bing UET

BingUSER ID

Tag Manager & UET Code

UID added to Audience

Sends UID to

Analytics




Create Holistic Audience Strategy

SEARCH

DISPLAY EMAILS

FACEBOOK

LINKEDIN

SEARCH

DISPLAY EMAILS

FACEBOOK

LINKEDIN


The Intersection of Audiences and Attribution

AttributionAudiences


Non-linearMulti-channel

PersonalizedLong term

Holistic

MessagingValue

Digital strategy Purchase path

Future Campaigns


Why advertise on Bing?


20.1% U.S. search share1

%

% 32.8% Bing Network33%

Bing’s Unique AudienceExclusive Searchers

158M Global56M U.S.

Exclusive Opportunities to Engage

3B Global Searches2B U.S. Searches

12% of U.S. search share is exclusive to the Bing Network

Core Take Aways• There is no perfect attribution model – but if you use last click

attribution, make sure you aren't de-valuing top of the funnel channels AND continue to feed your funnel!

• Think of how you can track in dealership activities to tie them to digital performance.

• Search has evolved beyond keywords & match types. • Think beyond search when creating audience lists. Integrate data from

other channels like display and social media.


Share an important takeaway you received from this session using hashtag #DD21 for a chance to win an iPad!

Contact Info

Full Name: Christi OlsonCompany: Microsoft, Bing AdvertisingJob Title: Search EvangelistEmail: [email protected]: @ChristiJOlson

mailto:[email protected]

Marketing

DDWNE: Understanding Attribution Models & Audience Remarketing