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Ask an Expert: How to Measure the Effectiveness of Your Branding Campaigns
LIVE 60-minute Q&A with CPC Strategy’s Branding & Attribution Experts
Logistics
Session Recording Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
More Resources In the Handouts Section to the Right
TODAY’S SPEAKERS
Lewis Brannon
Retail Search Manager | CPC Strategy
Kristan Ostrom
Retail Search Manager | CPC Strategy
OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
Lewis BrannonRetail Search manager
✓ 5+ years of e-commerce search marketing experience
✓ Specialization in retail PPC for large brands
Kristan OstromRetail Search Manager
✓ 4+ years of digital media experience
✓ Specialization in brand management
Poll For The Audience…
What metrics do you use to measure digital branding success?
A. Conversions
B. Traffic
C. Click-Thru-Rate
D. Other
E. We don’t measure
Q&A Overview
• Digital Branding Landscape
• Understanding Your Customer/Setting Goals
• Branding Channels to Explore
• Audience Building
• Attribution Modeling & Measurement
Digital Branding Landscape
What is the current landscape for Digital Branding? (L)
Traditional vs. Emerging TV to Video (Reel SEO stat)
Static to Video and Rich (screenshot next slide)
Spending on US digital video ads grew by 42% to $7.46 billion in 2015
- That number is expected reach over $13B by 2019
How digital branding landscape is evolving and taking budgets from TV advertising
- Per Reelseo - 39% of ad buyers moved budget away from TV for digital in 2015.
- Overall digital video grew 42% in 2015 and expected reach $13 billion annual spend by 2019.
- US digital display ad spending to surpass search ad spending in 2016
In 2016, digital display ad spending will eclipse search ad spending in the US for the first time.
- Combined, the categories of video, sponsorships, rich media and “banners and other” will account for the
largest share of digital ad spending: 47.9%, worth $32.17 billion. - See more at:
Source: www.reelseo.com/video-advertising-tv-ads/#ixzz43aW9guz9
Source: www.emarketer.com/Article/US-Digital-Display-Ad-Spending-Surpass-Search-Ad-Spending-2016/1013442#sthash.yPuPo6PG.dpuf
What is the current landscape for Digital Branding? (L)
Setting Objectives
How do I set attainable objectives? (L + K)
How to set objectives?
What type of business goal you have?
E-commerce traffic growth?
KPI = New Visitors
KPI = Sales from New Visitors
Grow Subscriber Pool (K)?
KPI = New Subscribers (e-mail, YouTube / Social)
Increased Interactions (likes, comments, shares)
Conquest competitor traffic?
Impression Share
Reach
Understanding Your Customer
Where do I begin?
Understand who your target audience is and who is purchasing from your site
Be attuned to Google Analytics customer demographics
Where do I begin?
GET FAMILIAR WITH IN-MARKET SEGMENTS
Where do I begin?
Utilize Facebook Audience Insights to understand your target consumer
Where do I begin?
● Understand lifestyle and behavioral trends of target audience
Upcoming CPC Strategy Events
When: March 28th & 29thTime: 10am-10:30am (PST)Register: Link in Chat Box
Branding Channels to Explore
What are the branding channel options? (L)
TRADITIONAL
Good ole’ search Good ole’ banners
What are the branding channel options? (L) (2 slides)
Newer Emerging
Audience Segmentation
How do I know which audience / potential customer is best to target (K)
Test different segments
Break audiences into different campaigns and ad groups/ad sets
Break out age, gender, interests, placements into different segments
to better understand the differences in performance
Attribution Modeling & Measurement
How do you measure ROI of campaigns not expected to convert immediately or nearly immediately? (Draper meets Avinash)
Traditional Broadcast meets Digital
Similar Content - Different Mindset
Attribution - Measuring Brand Growth
Distribution of conversion data / revenue to different touch points on a purchase path
Types of Attribution Models:
Last Click (Most Common)
First Click
Multi-Touch
Time-Decay
Last Non-Direct
Last AdWords Click
Avoid Last Click Only
Measuring Campaign / Channel Interplay
Put the puzzle together Extract more insight
Custom Channel Groupings
Multi-Channel Funnel Top Paths
Custom Channel Groupings for Social
Impression-Based Conundrum – No Clicks to Measure!
Brand Lift Measurement
• New vs. Returning (Prospecting vs. Remarketing)• Try to Normalize Data• Consider Google Brand Lift Program
Measuring Branding Campaigns - Brand Lift - Google Trends
Google.com/trends Choose category / geo / date range Measure your brand relative to
category & competition
Recap
Do you feel there’s room for improvement in your
digital brand measurement strategy?
Yes
No
Questions for the Experts?Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
www.CPCStrategy.com | 619.501.6138 | [email protected]
Schedule A Free 60 min. Retail Search Audit