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Online Marketing Metrics Explained
1. Online Marketing
Forward to Basics
Elias Dabbas
MediaMe Forum - December 4, 2012
Wednesday, December 5, 12
2. Main Online Measures / Metrics
Page Views Ad Impressions
Visits
Click-Through Ratio (CTR)
CPA
Unique Visitors Bounce Rate
CPC
Conversions CPM
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3. Page Views
heat map, showing
the eye fixations
on the page
Number of times a page was served / “viewed”
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4. Ad Impressions
Number of times an ad was served “viewed”
Same as page views, usually used for ads (usually >1 impression per page)
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5. Visits & Unique Visitors
• Visits:
Number of times a “session” is started at a site
• Unique Visitors:
Number of people (computers) that visited your site
Example:
I might visit you 3 times this week, but I’m 1 unique
visitor
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6. Pages / Visit
Average page views per visit
Total page views ÷ total visits
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11. Click-Through Ratio (CTR)
• Number of clicks on a banner / text ad / link etc.
compared to total views (impressions)
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12. Click-Through Ratio (CTR)
• Number of clicks on a banner / text ad / link etc.
compared to total views (impressions)
• Clicks ÷ Impressions = CTR
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13. Visits per Visitor
• Average times a visitor comes to the site within a
certain period of time
• Total visits ÷ Unique Visitors = Visits per Visitor
• Important measure of loyalty
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14. CPx
• CPC: cost per click
• CPM: cost per 1,000 impressions
• CPL: cost per lead
• CPA: cost per action (acquisition)
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15. Conversions
Conversions
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16. Conversions
Conversions
• Conversions: actions you want people to complete on your site.
Example: purchases, registrations, download a file, contact us, etc
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17. Conversions
Conversions
• Conversions: actions you want people to complete on your site.
Example: purchases, registrations, download a file, contact us, etc
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18. Conversions
Conversions
• Conversions: actions you want people to complete on your site.
Example: purchases, registrations, download a file, contact us, etc
• Conversions ÷ Visits (or UVs) = Conversion Rate
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19. Page Views Ad Impressions
Visits
Click-Through Ratio (CTR)
CPA
Unique Visitors Bounce Rate
CPC
Conversions CPM
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42. Digital
Online (Internet)
Digital > Online
Digital can be offline
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43. “Media”
Digital Media describes only the kind of media
we deal with (broadcast, print, outdoor, digital)
Assumes the campaign starts and ends on the
publication or medium itself
Doesn’t have a place for The Click
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45. Digital Media
Online Marketing
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46. Digital Media Online Marketing
It’s “online”, “live”,
It’s “digital”
“interactive”, “now”
Conversion / Funnel /
Banner / Rich Media
Process
Optimization and
Planning and Buying
Continuous Improvement
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47. Media Planning / Buying
Planning Buying Reporting
Start End
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48. Campaign / Account
Management Plan
Change implement
Optimize Test
Continuous process
Testing / optimization are essential parts
Flexible / muddling through strategy
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51. Would you target these people for baby products?
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52. These are a pregnant woman’s:
Father Cousin Best friend
Brother
Grandmother
Sister
They all want to buy presents for the pregnant woman’s baby
They are in the market for baby products
Would you like to target them?
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53. The Power of Content
(Contextual Advertising /
Targeting)
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54. How might a user end up on a
certain page?
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56. Clicking on a search result / ad
You know where you are going
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57. Clicking on an ad
You know where you are going
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58. Clicking on a text link
You know where you are going
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59. Exceptions
Misleading text / ad
Clicking by mistake
Extremely impulsive users
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60. Let’s say in 70-80% of times, users
go to a page knowing / expecting a
certain outcome / content
Targeting people while they are
reading a certain type of content is
an extremely powerful way to reach
interested people at the right time
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62. Extremely diverse set of interests
You cannot know what the user is
intending to do now
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63. It’s a springboard to other more specific section pages
The user is in a hyper mode
The user didn’t find what they want to consume yet
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64. - The article page is the most specific place that indicates
users’ interest
- This is when they release the mouse and start sipping
their coffee
- This when they are most receptive to information
- You can advertise for something relevant
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66. Do you know the iPad?
A. No, I don’t
B. Yes, I heard about it
C. Yes, I played with it once at the
electronics shop
D. Yes, I own one, and I’ve been
using it for two months
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67. Do you know website XYZ?
A. No, I don’t
B. Yes, I heard about it
C. Yes, I visited it 2-3 times
D. Yes, I’m subscribed to their
newsletter and buy stuff every
now and then
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68. Do you know Jordan?
A. No, I don’t
B. Yes, I heard about it
C. Yes, I visited it 2-3 times
D. Yes, I’ve been living here 23 years
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69. Person D:
• Knows the most about the product
• Is familiar with all the +ve and -ve
‘surprises’ it has
• Can talk confidently about it
• Is the authority about the brand
• Is the brand’s ambassador (+ve or -ve)
Awareness of D = 10xC = 100xB = 1,000xA
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71. Awareness
• Cannot be treated as one thing
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72. Awareness
• Cannot be treated as one thing
• Not all ‘awarenesses’ are equal
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73. Awareness
• Cannot be treated as one thing
• Not all ‘awarenesses’ are equal
• It makes sense to invest more in deeper
awareness (you get multiple rewards)
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74. Awareness
• Cannot be treated as one thing
• Not all ‘awarenesses’ are equal
• It makes sense to invest more in deeper
awareness (you get multiple rewards)
• Product purchase, sampling, experience
are way more effective for awareness
than buying impressions
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75. Generate Awareness for New Pizza
Option 1:
Spend $50,000 on billboard campaign to
“raise awareness”
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76. Generate Awareness for New Pizza
Option 2:
Reward loyal customers by sending them a
free sample of the new pizza, whenever
they want, without obligations, using the
same $50,000
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78. Option 2
•Utilize existing call center
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79. Option 2
•Utilize existing call center
•Minimal additional cost of producing the pizza
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80. Option 2
•Utilize existing call center
•Minimal additional cost of producing the pizza
•You give loyal customers a reason to love you
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81. Option 2
•Utilize existing call center
•Minimal additional cost of producing the pizza
•You give loyal customers a reason to love you
•“Would you like a salad, wedges, drinks with
it?” it’s optional...
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82. Option 2
•Utilize existing call center
•Minimal additional cost of producing the pizza
•You give loyal customers a reason to love you
•“Would you like a salad, wedges, drinks with
it?” it’s optional...
•Give them the ability to gift the pizza to a
friend if they want
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83. Option 2
•Utilize existing call center
•Minimal additional cost of producing the pizza
•You give loyal customers a reason to love you
•“Would you like a salad, wedges, drinks with
it?” it’s optional...
•Give them the ability to gift the pizza to a
friend if they want
•Make them proud and happy members /
ambassadors of your brand
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89. Campaign Evaluation
•Averages across the account are dangerous
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90. Campaign Evaluation
•Averages across the account are dangerous
•Go deeper to averages per campaign, ad
version, ad size etc, and optimize accordingly
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91. Campaign Evaluation
•Averages across the account are dangerous
•Go deeper to averages per campaign, ad
version, ad size etc, and optimize accordingly
•Keep guidelines in mind but decide based on
results
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93. Ranking / “Top 10”
•How do you prioritize your campaigns,
keywords, placements, countries, customers,
etc?
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94. Ranking / “Top 10”
•How do you prioritize your campaigns,
keywords, placements, countries, customers,
etc?
•Do you focus on the top 3, 5, 10, 25 ??
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101. 100000
75000
50000
25000
0
bbc.co.uk wikimapia.org kermalkom.com jordansun.com boxzik.org jothoor.com q8rashaqa.com 123people.com fkihbensalah.net
•Campaign 1 plotted on a graph
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102. Campaign Total 80% Top Campaigns
Impressions Forming 80%
1 202,564 162,051.2 8
2 114,484 91,587.2 14
3 488,112 390,489.6 3
4 497,865 398,292 2-3
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103. Campaign Total 80% Top Campaigns
Impressions Forming 80%
1 202,564 162,051.2 8
2 114,484 91,587.2 14
3 488,112 390,489.6 3
4 497,865 398,292 2-3
•Find out how many customers are
responsible for 80% of results
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108. Search Partners
• Search engines using Google technology
• Sites having a custom search powered by Google
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109. Content (Display) Network
• Automated way for publishers to “sell”
advertising on their site
• Publishers place a piece of code on pages and
Google automates the process of bidding,
placement, pricing, payments, etc…
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113. Types of Ads
• Text
• Image
• Display Ad Builder
• Video
• Mobile (web)
• Mobile (call)
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114. Text Ads
• Headline: 25 characters
• Description Line 1 & 2: 35 characters
• Display URL: 35 characters
• Destination URL: 1,024 characters
–Destination and display URLs can be different, but the
domain has to be the same
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115. Image Ads
Formats: gif, jpg, png, swf
Sizes:
468 x 60 Banner
728 x 90 Leaderboard
250 x 250 Square
200 x 200 Small square
336 x 280 Large rectangle
300 x 250 Inline rectangle
120 x 600 Skyscraper
160 x 600 Wide skyscraper
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116. Display Ad Builder
• Customize your own ad online
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124. Account Structure
• Campaigns
• Ad groups
• Ads
• Keywords
• Destination URLs
• Bids
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125. AdWords Account Structure
Account
Website1.com
Campaigns
Restaurants Concerts
Ad Groups
Order Online Information Rock Concerts
Great Deals Unbeatable Order food
from great
restaurants.
Order now
Prices from
great
restaurants.
Food online
Order pizza Ads & Keywords
Website.com/ Order now
orders Website.com/ Bids Destination
orders URLs
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126. Account
• One Google account
• Accessible / manageable by several accounts
• Different access levels
• Admin
• Standard
• Read Only
• Email Only
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127. Campaign (Settings)
• Parameters under which ads/keywords/ad groups
function
–Language
–Network(s)
–Geography
–Daily Budget
–Device
–Scheduling
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129. Language Targeting
Make sure you only target people who will be able to read your content, watch out for languages
that use similar scripts
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130. Language Targeting
Make sure you only target people who will be able to read your content, watch out for languages
that use similar scripts
Keywords may have different meanings (e.g. British vs. American English)
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131. Language Targeting
Make sure you only target people who will be able to read your content, watch out for languages
that use similar scripts
Keywords may have different meanings (e.g. British vs. American English)
Ad text can produce different responses
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133. Time of the Day / Day of the Week
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134. Campaign Best Practices
• Use a consistent naming convention
–Make sure campaign name includes as many useful
parameters as possible
E.g. AR-Mob-GCC-Used Cars Search
EN-Mob-GCC-Used Cars Search
EN-Mob-GCC-Used Cars Display
• Separate search and content (display)
• Separate PCs and mobiles
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135. Ad Groups
• Groups of ads that appear to any of a group of
keywords
Keywords:
used cars
buy used cars
used cars for sale
used car dealers
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136. Ad Group Best Practices
• Keywords as closely related to each other as
possible
• Always test more than one ad
• Make sure you have a good relevant landing
page(s) for each ad group
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139. Keyword Match Types
Exact: [coffee beans]
Will only show ads if and only if the exact string of
characters is searched for
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140. Keyword Match Types
Exact: [coffee beans]
Will only show ads if and only if the exact string of
characters is searched for
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141. Keyword Match Types
Exact: [coffee beans]
Will only show ads if and only if the exact string of
characters is searched for
Phrase match: ‘coffee beans’
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142. Keyword Match Types
Exact: [coffee beans]
Will only show ads if and only if the exact string of
characters is searched for
Phrase match: ‘coffee beans’
Exact string with other keywords before or after
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143. Keyword Match Types
Exact: [coffee beans]
Will only show ads if and only if the exact string of
characters is searched for
Phrase match: ‘coffee beans’
Exact string with other keywords before or after
Coffee beans shop, buy coffee beans, get coffee
beans
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146. Keyword Match Types
Modified Broad Match: coffee +brew
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147. Keyword Match Types
Modified Broad Match: coffee +brew
Similar keywords using the same stem
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148. Keyword Match Types
Modified Broad Match: coffee +brew
Similar keywords using the same stem
Brewing, brewer, brewery, breweries
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149. Keyword Match Types
Modified Broad Match: coffee +brew
Similar keywords using the same stem
Brewing, brewer, brewery, breweries
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150. Keyword Match Types
Modified Broad Match: coffee +brew
Similar keywords using the same stem
Brewing, brewer, brewery, breweries
Broad match: coffee beans
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151. Keyword Match Types
Modified Broad Match: coffee +brew
Similar keywords using the same stem
Brewing, brewer, brewery, breweries
Broad match: coffee beans
Similar keywords, plurals, variations, synonyms
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152. Keyword Match Types
Modified Broad Match: coffee +brew
Similar keywords using the same stem
Brewing, brewer, brewery, breweries
Broad match: coffee beans
Similar keywords, plurals, variations, synonyms
Coffee bean, great coffee bean shop, coffee shop
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153. Keyword Match Types
Modified Broad Match: coffee +brew
Similar keywords using the same stem
Brewing, brewer, brewery, breweries
Broad match: coffee beans
Similar keywords, plurals, variations, synonyms
Coffee bean, great coffee bean shop, coffee shop
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154. Negative: -cappuccino
Helps make sure you are eliminating content you
don’t have
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155. Writing Effective Ads
Ads relevant to
specific keywords
Features
Benefits
Calls to action
Using keywords in ads
Test different landing pages
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157. Ads Relevant to Keywords
Each ad group should be focused on a topic
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158. Ads Relevant to Keywords
Each ad group should be focused on a topic
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159. Ads Relevant to Keywords
Each ad group should be focused on a topic
Ads should communicate messages specifically
according to keywords
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161. Benefits
Main point of interest
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162. Benefits
Main point of interest
They are what your product achieves for the user
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163. Benefits
Main point of interest
They are what your product achieves for the user
They are what users care about
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164. Benefits
Main point of interest
They are what your product achieves for the user
They are what users care about
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165. Benefits
Main point of interest
They are what your product achieves for the user
They are what users care about
Examples: feeling good about themselves (loosing
10kg), feeling safe on the road (air bags), securing
a good future for your kids (good ROI on
investment plan), etc…
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167. Features
How your product helps me achieve the benefits
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168. Features
How your product helps me achieve the benefits
Specific evidence about your product
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169. Features
How your product helps me achieve the benefits
Specific evidence about your product
Points of differentiation
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170. Features
How your product helps me achieve the benefits
Specific evidence about your product
Points of differentiation
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171. Features
How your product helps me achieve the benefits
Specific evidence about your product
Points of differentiation
Examples: 32” screen, 8MP camera, ABS breaks, real
leather shoes, etc…
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173. Calls to Action
Leads user to a specific thing to do
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174. Calls to Action
Leads user to a specific thing to do
Generates enthusiasm in the moment
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175. Calls to Action
Leads user to a specific thing to do
Generates enthusiasm in the moment
Filters users
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176. Calls to Action
Leads user to a specific thing to do
Generates enthusiasm in the moment
Filters users
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177. Calls to Action
Leads user to a specific thing to do
Generates enthusiasm in the moment
Filters users
Examples: register now, buy immediately, signup for
our newsletter, share with your friends, join the
community, etc…
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179. AdWords Campaign Strategies (summary)
Targeting
Keywords
Geography
Language
Keyword match type
Time of day / Day of
week
Search / search partners
Content: automatic and
managed
Devices
Demographics
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180. AdWords Campaign Strategies (summary)
Targeting Effective Ads
Keywords Ads relevant to
Geography specific keywords
Language Features
Keyword match type Benefits
Time of day / Day of Calls to action
week Using keywords in ads
Search / search partners Test different landing
Content: automatic and pages
managed
Devices
Demographics
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181. AdWords Campaign Strategies (summary)
Targeting Effective Ads Measurment
Keywords Ads relevant to CTR
Cost per
Geography specific keywords
conversion
Language Features Analytics
Keyword match type Benefits Post-click
Time of day / Day of Calls to action performance
week Using keywords in ads
Search / search partners Test different landing
Content: automatic and pages
managed
Devices
Demographics
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182. Thank You
Elias Dabbas
Slideshare.net/eliasdabbas
elias@media-supermarket.com
+971 55 953 18 26
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