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Presented by ClearSaleing co-founder and former Google insider Adam Goldberg, this webinar covers an array of topics explaining how search engine marketers (SEMs) improperly asses the true effectiveness of the entire series of online ads. This webinar contains several examples as to how crucial understanding your customer’s Purchase Path(TM) is and can lead search engine marketers down a dangerous path that can greatly impact their online advertising budgets and goals. In order to optimize online advertising sources (Pay-Per-Click, Comparison Shopping Engines, Banner ads, etc.), Search Engine Marketers need the appropriate online advertising analytics.
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ClearSaleing™ Confidential
The Measure
Are you properly crediting all of the ads in your customer’s Purchase Paths™?
Adam S. GoldbergCo-Founder and Chief Innovation OfficerP: 800.592.0464 ext. [email protected]
ClearSaleing™ Confidential
The Metric, The Measure, The Method Webinar Series
Goal of advertising
ClearSaleing™ Confidential
A company may advertise to build their brand, gain new customers, gain market share, build awareness, introduce a new product, change their image, etc., but at the end of the day all of the reasons to advertise are to directly or indirectly produce more profit.
Recap: The Metric
» Revenue can go up; Profit can go down
» Conversion Rate can go up; Profit can go down
» Sales can go up; Profit can go down
» Cost Per Acquisition (CPA) can decrease; Profit can go down
» Click Through Rate (CTR) can increase; Profit can go down
» Return on Ad Spend (ROAS) can increase; Profit can go down
ClearSaleing™ Confidential
Online Advertising Strategy Evolution
ClearSaleing™ Confidential
Use All Match Types
Keyword Level Bidding
Long Tails
Conversion Tracking
Model Numbers
Only Use Exact Match
Dynamic Keyword Insertion
Massive Keyword Lists
TechnologySEM’s
Day Parting
Ad Copy Testing
Time Of Day
Calls To Action
Keywords On Landing Pages
Site Targeting
Content Networks
Competitor’s Branded TermsRank At The Top
Multiple Search EnginesConversion, CPA, ROI
Clicks, Imprs, CTR, Position
2nd Tier Engines
Misspellings and Typos
Geo-Targeting
International
Points (Sales) 0 8
Shooting Percentage(Conversion Rate)
0% 50%
Behind every great big man is a…
ClearSaleing™ Confidential
Points (Sales) 2 20
Shooting Percentage(Conversion Rate)
29% 50%
Assists 10 0
ClearSaleing Confidential
Never underestimate the value of air conditioning
Should I close the doors to save on my electric bill?
Purchase Path™
ClearSaleingTM Confidential
The Cumulative Effect of Advertising
Next-Generation Direct ResponseEffectively Managing Attribution
© 2007 JupiterResearch, LLC/ADV07-C01COPYRIGHT STRICTLY ENFORCED
ClearSaleing Confidential
Introducers -> Influencers-> Closers
ClearSaleing™ Confidential
Introducers
Influencers
Closers
Introducers, Influencers, Closers online
ClearSaleing™ Confidential
Introducers Influencers Closers
Broad/Phrase Match Any Match Type Exact Match
Banners Any Ad Source Search Marketing
Email Manufacturer Name Model Numbers
General Terms Shopping Engines Branded Terms
Most common Purchase PathsTM
ClearSaleing™ Confidential
Purchase PathTM 1 AdWords (Toaster Oven) > AdWords (GE toaster) > AdWords (TEM500) > Sale
Purchase PathTM 2 Nextag (PDP-HD50) > AdWords (company name) > Sale
Purchase PathTM 3 AdWords (modern lamp) > AdWords (modern floor lamp) >AdWords (ingo maurer) > AdWords (im-hotachille) > AdWords (company name) >Sale
Purchase PathTM 4 Nextag (PDP-HD50) > AdWords(company name) > Phone Call> Sale
Average # of clicks to sale: 2.75
ClearSaleing™ Confidential
ROI Type First Last Even
Credit Allocation $90 Toaster oven $90 TEM500 $30 Toaster Oven
$30 GE Toaster
$30 TEM500
AdWords (Toaster Oven) > AdWords (GE toaster) > AdWords (TEM500) > $90 Sale
How can I use the Purchase PathTM?
How long should my Purchase PathTM be?
ClearSaleingTM Confidential
Sales
Days
17 days
A B
How many clicks does it take to get a conversion?
1. Price point (toaster oven vs. plasma TV)
2. Competition (5 places to buy vs. 500 places to buy)
3. Amount of consideration required (book vs. leather couch)
4. Demographics (people with little time vs. people with lots of time)
ClearSaleing™ Confidential
Brand names: Not as valuable as previously thought
Where did the sale occur in the woman’s mind?
ClearSaleing™ Confidential
Search # Keyword
1 Modern lamp
2 Modern floor lamp
3 Ingo Maurer
4 IM-Hotachille
5 (company name)
ClearSaleingTM Confidential
Offline sales tracking
1. Assign an ID to each visitor
2. Dynamically insert ID on your website
3. Have sales person capture ID along with other contact information
4. Run a sales report that shows sales with ID’s
5. Tie the ID to the advertising that customer interacted with as per your tracking system
Website visitor/caller = ID 3378
Key Takeaways
» Not less right…but completely wrong
» Introducers, Influencers, Closers
» Get granular
» Don’t ignore offline sales
ClearSaleing™ Confidential
The Method
Ad Spend
Profits
20K
40K
Identify Eliminate Waste Buy Maximum Clicks Add and Test
TimeOptimize Business
ClearSaleing™ Confidential
Thank you!
6/26/08: The Method - Do you have a continuous improvement process for you online ad investments
• All webinars will begin at 1:30pm EST• View this webinar at www.clearsaleing.com/blog
ClearSaleing™ Confidential
Adam S GoldbergCo-Founder and Chief Innovation OfficerP: 800.592.0464 ext. [email protected]
