Automating Google Workspace (GWS) & more with Apps Script
Engage 2013 - SEM Optimization
1. SEM Optimization & Best Practices
Peter Bowman – Senior Account Executive, Marin Software
Chase Wells – Partner Manager, Webtrends
2. Agenda
• The Challenge: Quantifying Search
• Selecting the Appropriate Conversions
• Proper Keyword Attribution Etiquette
• Integrating with your CRM for 360 Degree Success
• Quick Background – Webtrends & Marin Software
3. Quan%fying Search
“However
beau+ful
the
strategy
you
should
occasionally
look
at
the
results”
–
Winston
Churchill
4. Search Is Special
Search is a unique
medium, where
advertisers can
immediately respond to
consumers looking for
their products and
services
57% of users start their
research for purchases
through a Search Engine
E-tailing Group “5 Social Shopping Trends –
Shaping the Future of Ecommerce”
5. Yet We’re Measured Differently…
• Average Cost for a Billboard on Hwy 101
$100,000 per month ($1,200,000 a year!)
• Success Metrics – cars driven by & location
6. Make Your Data Scream
• We understand your
challenges
• We understand your
frustration
• And we’re going to help
you evangelize the
power of search within
your organization - with
data that speaks for
itself!
7. Driving and Recognizing Results
• Search will always
require human insight
to drive extraordinary
results
• With the right tools at
your disposal you can
spend time effectively
• Leverage Data properly
to reach your full
potential
8. Choose
Your
Conversion
Points
“Get your facts first, then you can
distort them as you please”
- Mark Twain
9. Many Metrics, Too Many Opinions
In search there is so much
Imp. CTR
data available that like the
Time
sun, you’ll go blind if you
AOV Of stare at it too long
Day
Clicks ROAS
It’s too easy to focus on
individual metrics and lose
Conv.
Rate
ROI sight of your overall goals
Quality
Latency
Score
11. The Buyer Journey
Discovery
As users enter the
purchase journey, they will
Exploration
have unique needs during
each stage of the process
Evaluation
This translates into
Comparison multiple conversion
metrics throughout the
Decision process to measure
Loyalty
12. Choosing the Right Conversions
• Step One
– What do my users do on my
site that shows intent?
• Step Two
– What actions lead to a
purchase?
– What actions fuel my other
channels?
• Step Three
– What metrics do I use for
optimization and for reporting?
13. Optimization vs. Reporting Metrics
• Optimize on metrics that lead to the end goal
• Report on the metrics that show value
• There will be overlap (and that’s a good thing)
14. Getting Credit Where It’s Due
“Our email campaigns perform the best”
But where did those email sign-ups come
from?
• Make sure that all activity that search drives
for other channels is clearly shown
• Demonstrate the true impact of search on
your organization
• Get beyond strict ROAS goals and unleash
the power of search (and have fun)
16. Find your keyword portfolio’s MVPs
But, don’t forget those who helped! The most important part is
following the user through their entire search journey to
conversion to give credit to all of the keywords that contributed
17. Attribution Overview
Business Problem
• Identifying and managing for upper funnel,
lower converting keywords
Business Solution
• Track all of the keywords useful in the buyer’s
journey to conversion; give credit where due
18. Look Beyond the Last Click
54% of agencies
and marketers use
last click attribution
25% of direct
marketers use
cross channel
attribution
Source: eMarketer - Last-Click Attribution Models Give Marketers Incomplete Picture Read 4/27/12
18
19. Improper Attribution = Under Reporting
First Click attribution
results in 38% more
reported revenue as
compared to Last
Click attribution
Source: eMarketer - Last-Click Attribution Models Give Marketers Incomplete Picture Read 4/27/12
19
20. Assist Clicks
How to Look At The Data
With conversion value weighing, you have access to keyword
level assist metrics
This allows you to easily identify terms which have assisted
in the paid conversion funnel but may not have been the last
click
20
21. Optimize to Your Attribution Model
• Last click attribution does not consider
conversion influencer keywords
• Customize revenue attribution based on
your business model
• Influencing keywords receive partial credit
for conversion
Revenue Attribution Using an Even Distribution Model:
$120 Room
1.) “san francisco 2.) “mariott san 3.) “book courtyard Booking
hotels” francisco” mariott hotel” Conversion
1st click 2nd click Last click
$40 $40 $40
21
22. “C” is For Cookie Conversion Window
• Step One
– Understand average number of clicks
per conversion, the first step in allocating
revenue by click
• Step Two
– Understand time to conversion patterns
for the proper cookie window settings
23. Bringing
it
All
Home
“No baseball pitcher would be worth a
darn without a catcher who could
handle the hot fastball”
– Casey Stengel
24. Measurement and Learning
• Measuring all conversion metrics is
imperative for true measurement
• Most marketers neglect capturing
offline sales driven by search
• It is imperative that search be fully
integrated with CRM systems to
track all actions end to end and
demonstrate what is really going on
in your marketing data ecosystem
25. Make Decisions Based on Revenue
Keyword, Click, Cost
Click & & Lead
Conversion Data
data
CRM
(Revenue)
Understand CRM Data
lifetime for each
value of click and
each user, user
and passed
behaviors back To
over time Ads
26. Optimize to Lifetime Value
What if You Paid $100 / Month For Each Keyword?
• Leads may be inexpensive, but do they drive revenue and LTV?
• Optimizing keywords to revenue can increase top line and reduce investments
unprofitable keywords (see below)
• With CRM integration you can see revenue for each keyword – Necessary for
ROI modeling
Impact
of
Stage
1:
Latent
Lead
Stage
2:
Revenue
Upload
By
Keyword
Highest
revenue
/
lead
Revenue
Captured
despite
lower
quan%ty
of
leads
Number
of
Revenue
Per
Lead
-‐>
Sale
Total
Revenue
Per
Keyword
Leads
Lead
Conversion
Rate
Revenue
Lead
Revenue
allows
Ads
to
evaluate
the
true
impact
of
X
50
$300
50%
$7,500
$150.00
keyword
investments
on
your
Y
100
$300
10%
$3,000
$30.00
bo>om
line
Total
150
90%
$10,500
$70.00
28. Webtrends & Marin Software
Webtrends Ads is an industry-leading online
marketing revenue optimization platform combined
with a team of experts dedicated to exceeding your
goals
( ) + =
29. Anything Is Possible
If you can see it in Analytics, you can report
and optimize off of any action taken on your
site.
• No limitations – tags can fire
without confirmation pages
• Multiple conversion types
• Decide which metrics are for
reporting and which are for
optimization
• Seamless integration with
Webtrends Analytics
