Full Value of Digital: Spanning the Divide - Workshop by Shane Cassels, Online Conversion Expert and Adrian Joseph, Director of Search Advertising of Google at the NOAH 2013 Conference in London, Old Billingsgate on the 13th of November 2013.
4. Perfect Attribution Is Impossible…
TV
Print
Product Launches
Pricing
Time between touches
Impression
Rich Media
Click
Creative
Landing Page
Engagement
MicroConversions
Time from conversion
Seasonality
Brand Awareness
Competitors
Multiple Devices
5. ..though being less wrong improves ROI
“We did some analysis of brand sales assisted by generic
search. The growth we are seeing from this is much higher than
we expected; attribution is clearly working for us.‖
— Danny Catapano, PPC Manager, On the Beach
25%
Return On
Investment
6. The ―Desktop2Store effect‖ has been proven many times
Up to 13%
Up to 10%
Average 6:1
Up to 2x
of offline sales directly
attributable to visits to
a retailer’s website
lift in category-level sales
through up-weighted
Paid Search
offline Return on Ad
Spend (ROAS) from
online advertising
higher in-store
basket size through
online advertising
7. We have also recently proved the ―Mobile2Store effect‖
Incremental store sales margin from Ad Spend
5:1
incremental store sales margin
in the Test vs. Control areas
8. Bid optimization makes or breaks ROI
300%
$10,000
Start date
$8,000
200%
$6,000
$4,000
100%
$2,000
0%
$0
1/15/12
2/1/12
2/18/12
3/6/12
3/23/12
4/9/12
88%
of users saw significantly improved
performance of bid strategies
4/26/12
ERS
Revenue
Start date
6000
$3.00
$2.50
$2.00
$1.50
$1.00
$0.50
$0.00
4000
2000
0
2/6/12
2/10/12
2/14/12
actions
2/18/12
CPA
2/22/12
2/26/12
50%
of users more than doubled
conversions at half the CPA
9. Conversions - small changes, high return
Visits
5,000,000
Does not bounce
4,000,000
80%
Finds a product
2,500,000
63%
Adds to shopping cart
200,000
8%
Starts checkout
150,000
75%
Orders
100,000
67%
Average order value
Gross revenue
What if
this was 70%?
105,000
At € 45?
€ 40
€ 45
€ 4,000,000
+ € 200,000
NYT Article on Feb 29th – according to Google and Microsoft competitors with page load speed differences greater then 250 milliseconds or ¼ of a second will be returned to less often by their target users.Aberdeen Group – 1 second delay in page load time = 7% loss in conversions, 11% fewer pages viewed, 16% decrease in customer satisfactionSee also: http://econsultancy.com/uk/blog/9790-slow-loading-websites-cost-retailers-1-73bn-in-lost-sales-each-yearFocus Wright research in 2010 suggests that the average travel user is willing to wait 2-3 seconds max for a page to open.
This is going to be a terrifying concept for some of the people in the audience today but you need to have a web marketing team.A what? We have those. No, I mean that you need your website team and your marketing team to have the same targets. There is no more room for separate departments or reporting lines here. At the very least, developers sitting in another team or department should be incentivised to work with the people responsible for the success of advertising.
8 seconds is the amount of time the average user spends on a landing page before deciding to leave.There is no such thing as a training class or a manual for a website. People have to be able to grasp the function of the site immediately after scanning the home page – for a few seconds at most.