Eye Tracking, Attribution, Bid Management and More By Rhonda Hanson

#SMX #11B @rhanson27

Eye Tracking, Attribution, Bid

Management and More

Rhonda HansonHead of Global Advertising

Namecheap


Eye Tracking, Attribution, Bid

Management and More

Rhonda HansonHead of Global Advertising

Namecheap


In house digital marketer for 15 years, primarily working with Tech B2B ecomm or leadgen company, including Getty Images, Concur, Time, Inc., Shutterstock, and Namecheap.

Namecheap is a leading ICANN-accredited domain name registrar and web hosting company. We're happy to report: Namecheap has about 3 million customers and more than 7 million domains under management.

Our Vision: Opening the door for everyone to a free and open internet.

About Me


EYE TRACKING STUDY REVISEDTECH B2B


Users focus their attention on the top four paid listings, and 1st and 2nd

organic listings.

5

Desktop Eye Tracking Heatmaps

Dark red spots indicate highest concentration of eye gaze data, while yellow signifies less concentration and green is the least.

Brand is in Top Organic position

Brand is in Top Paid & Organicposition

Note: Images represent aggregate heatmaps of a sample of study participants.


Users vertically scan the top paid listing, and 1st and 2nd organic listing.

6

Mobile Eye Tracking Heatmaps

Dark red spots indicate highest concentration of eye gaze data, while yellow signifies less concentration and green is the least.

Brand is in Top Organic position

Brand is in Top Paid & Organic position

Note: Images represent individual heatmaps of single participants.


Average CTRsDesktop Mobile

9


Users have a much higher propensity to remember advertisers with top paid and organic listings than advertiserswith top organiclistings only.

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Brand Recall

Advertisers with both top paid and organic listings see a 129% lift in brand recall (unaided), compared to a brand name featured in a top organic listing only. That number is the same whether users have been exposed to a landing page or not.

Note: In this study, both unaided and aided brand recall were measured. In this report, unaided or aided brand recall is specified in the results.

Across the entire study, 80% of users, on average, remembered a brand name (unaided) that was featured in a paid listing and 41% remembered the top paid advertiser.

Percentages are the same on mobileand desktop.


Brand Recall

The brand lift of a paid listing is greater for branded searches vs. non-branded searches.

Branded vs. Non-Branded Searches

When conducting branded searches, a brand name that is featured in both a top paid and organic listing sees a 64% lift in brand recall (unaided), compared to a brand name featured in a top organic listing only.

When conducting non-branded searches, a brand name that is featured in both a top paid and organic listing sees a 55% lift in brand recall (aided), compared to a brand name featured in a top organic listing only.

Branded Search

Non-Branded Search

Comparison Branded vs. Non-Branded Search

17% more users remember (unaided) the advertiser featured in a top paid and organic listing when the search is branded vs. non-branded, and 11% more users remember a brand name that is featured within the paid listings when the search is branded.


Brand Recall

Company Size

No matter the size of the company that ITdecision makers work for, they are more likely to remember a brand name that is featured in both paid and organic listings than a brand with organic listings only.

*Statistically significant difference in brand recall was not found when comparingsearchers working for large vs. smallcompanies.

A brand name featured in both top paid and organic listings sees a 139% lift in brand recall (unaided) from IT decision makers working for large companies compared to a brand name featured in a top organic listing only. This percentage increases to 161% when users have been exposed to a landing page.

A brand name featured in both top paid and organic listings sees a 104% lift in brand recall (unaided) from ITdecision makers working for smaller companies (< 500 employees), compared to a brand name featured in a top organic listing only.

LargeCompanies

Small Companies


ATTRIBUTION


Keyword Segments: Brand vs. Generic by Product


Pure Brand Trends


Brand Attribution = Brand Health


Display Advertising & Direct Transactions


Attribution Types


Attribution Types


Data Driven Recommendation


How it might look


BID MANAGEMENT


Adwords Automated Bidding / Smart Bidding

Manual Bid Management

Doubleclick Search Budget Bid Strategy vs. ROAS/CPA

Marin coming back

Thoughts/Experience with Bid Management Tools


OTHER


Mobile Page Speed


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Marketing

Eye Tracking, Attribution, Bid Management and More By Rhonda Hanson