Online Marketing Metrics Explained

Online Marketing
Forward to Basics

Elias Dabbas
MediaMe Forum - December 4, 2012

Wednesday, December 5, 12

Main Online Measures / Metrics

Page Views Ad Impressions
Visits
Click-Through Ratio (CTR)
CPA
Unique Visitors Bounce Rate
CPC
Conversions CPM

2


Page Views

heat map, showing
the eye ﬁxations
on the page

Number of times a page was served / “viewed”
3


Ad Impressions

Number of times an ad was served “viewed”
Same as page views, usually used for ads (usually >1 impression per page)
4


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

5


Pages / Visit

Average page views per visit

Total page views ÷ total visits

6


Bounce Rate

7


Bounce Rate

• Number of single-page visits (visits with 1 page view)

7


Bounce Rate

• Number of single-page visits (visits with 1 page view)
• 1-page visits ÷ Total visits = Bounce Rate
7



8



• Number of clicks on a banner / text ad / link etc.
compared to total views (impressions)

8



• Number of clicks on a banner / text ad / link etc.
compared to total views (impressions)
• Clicks ÷ Impressions = CTR
8


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

9


CPx
• CPC: cost per click

• CPM: cost per 1,000 impressions

• CPL: cost per lead

• CPA: cost per action (acquisition)

10


Conversions

Conversions

11


Conversions

Conversions

• Conversions: actions you want people to complete on your site.
Example: purchases, registrations, download a ﬁle, contact us, etc

11


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

11


Page Views Ad Impressions
Visits
CPA
Unique Visitors Bounce Rate
CPC
Conversions CPM

12


Campaign Lifecycle

13


1,000,000
impressions

14


1,000,000 20,000
impressions clicks

14


1,000,000 20,000 400
impressions clicks conversions

14


1,000,000 20,000 400

• Total Spend: $10,000

14


1,000,000 20,000 400

• CTR
• Conversion Rate
• CPM
• CPC
• CPA
15


1,000,000 20,000 400

• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate
• CPM
• CPC
• CPA
16


1,000,000 20,000 400

• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate
• CPM
• CPC
• CPA
17


1,000,000 20,000 400

• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM
• CPC
• CPA
18


1,000,000 20,000 400

• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM
• CPC
• CPA
19


1,000,000 20,000 400

• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC
• CPA
20


1,000,000 20,000 400

• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC
• CPA
21


1,000,000 20,000 400

• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA
22


1,000,000 20,000 400

• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA
23


1,000,000 20,000 400

• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA: $10,000 / 400 = $25
24


1,000,000 20,000 400

• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA: $10,000 / 400 = $25
25


“Digital Media”

What industry do
you work in?


Digital - Non Digital


“Digital” “Media”


Digital

Online (Internet)
Digital > Online
Digital can be ofﬂine


“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


Media

Marketing


Digital Media

Online Marketing


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


Media Planning / Buying

Planning Buying Reporting

Start End


Campaign / Account
Management Plan

Change implement

Optimize Test

Continuous process
Testing / optimization are essential parts
Flexible / muddling through strategy


Demographics


Baby Products Target Audience

Would you target these people for baby products?


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?

The Power of Content
(Contextual Advertising /
Targeting)


How might a user end up on a
certain page?

41


Directly entering URL

You know where you are going
42


Clicking on a search result / ad

43


Clicking on an ad

44


Clicking on a text link

45


Exceptions

Misleading text / ad
Clicking by mistake
Extremely impulsive users

46


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
47


Targeting the Home Page


Extremely diverse set of interests
You cannot know what the user is
intending to do now

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


- 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


“Awareness”

52


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

53


Do you know website XYZ?
A. No, I don’t

C. Yes, I visited it 2-3 times
D. Yes, I’m subscribed to their
newsletter and buy stuff every
now and then

54


Do you know Jordan?

A. No, I don’t

C. Yes, I visited it 2-3 times
D. Yes, I’ve been living here 23 years

55


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

56


Awareness

57


Awareness

• Cannot be treated as one thing

57


Awareness

• Not all ‘awarenesses’ are equal

57


Awareness

• It makes sense to invest more in deeper
awareness (you get multiple rewards)

57


Awareness

• 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

57


Generate Awareness for New Pizza

Option 1:

Spend $50,000 on billboard campaign to
“raise awareness”

58


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

59


Option 2

60


Option 2

•Utilize existing call center

60


Option 2

•Minimal additional cost of producing the pizza

60


Option 2

•You give loyal customers a reason to love you

60


Option 2

•“Would you like a salad, wedges, drinks with
it?” it’s optional...

60


Option 2

•Give them the ability to gift the pizza to a
friend if they want

60


Option 2

•Give them the ability to gift the pizza to a
friend if they want
•Make them proud and happy members /
ambassadors of your brand
60


Media Evaluation

61


Media Evaluation

Which one is the best?

61


Media Evaluation Campaign Evaluation

Above average

Below average

62


Media Evaluation Campaign Evaluation

Above average

Below average

Keep the good and stop the bad. Repeat
62


Campaign Evaluation

63


Campaign Evaluation

•Averages across the account are dangerous

63


Campaign Evaluation

•Go deeper to averages per campaign, ad
version, ad size etc, and optimize accordingly

63


Campaign Evaluation

•Go deeper to averages per campaign, ad
version, ad size etc, and optimize accordingly

•Keep guidelines in mind but decide based on
results

63


Ranking / “Top 10”

64



•How do you prioritize your campaigns,
keywords, placements, countries, customers,
etc?

64



•How do you prioritize your campaigns,
keywords, placements, countries, customers,
etc?
•Do you focus on the top 3, 5, 10, 25 ??

64


Campaign 1 Campaign 2 Campaign 3 Campaign 4
Domain Impressions Domain Impressions Domain Impressions Domain Impressions
bbc.co.uk 95242 alwakeelnews.com 29824 aksalser.com 191933 alrai.com 237112
alwatan-libya.com 24302 alwakeelnews.com 13354 aksalser.com 139269 alrai.com 146523
bbc.co.uk 12128 panoramajo.com 10378 habbabi.com 75561 christian-dogma.com 30585
alwatan-libya.com 9456 saidaonline.com 9577 alquds.com 16588 christian-dogma.com 27018
linkat-online.com 7875 3alamnews.com 5078 habbabi.com 11847 jo24.net 18242
masreat.com 7160 bsbslove.com 3935 te3p.com 5197 okaz.com.sa 9727
allofjo.net 5276 tanitpress.net 3755 alquds.com 5047 jo24.net 7411
masreat.com 4170 al-dreams.net 3117 ask.fm 4831 okaz.com.sa 4168
al-tagheer.com 3271 gornalak.com 2957 akhbar-misr.com 3992 jaridat.com 1526
allofjo.net 2998 syrian-soccer.com 2385 4ﬂying.com 3730 mazareta.com 1333
dafatir.net 2994 alamiya.org 2340 addiwannews.com 3250 wikiwaw.com 1331
wikimapia.org 2900 egypty.com 2080 akhbarna.net 2726 car100100.com 1038
alahale.net 2483 souss24.com 1999 taiz-press.net 1447 albrq.net 1004
wikimapia.org 1976 s-oman.net 1745 taiz-press.net 1365 albrq.net 885
alahale.net 1890 s-oman.net 1648 yemensaeed.com 1305 elahmad.com 863
blogspot.fr 1442 panoramajo.com 1535 arabseyes.com 1270 kataeb.org 852
a5barasrar.com 1412 etl3mnrasi.com 1499 dailymotion.com 1260 sahafa.com 851
nakshaat.com 1401 assdae.com 1463 te3p.com 1087 wunderground.com 687
akhersa3a.com 1277 saidaonline.com 1457 blogspot.co.uk 1074 soft-ar.info 587
jimdo.com 1063 stadelahly.com 1023 rwa2an.org 1020 wikiwaw.com 453
dafatir.net 1054 gornalak.com 941 akhbar-misr.com 1007 elahmad.com 441
carsemsar.com 933 etl3mnrasi.com 837 shbabelyom.com 923 kataeb.org 428
kermalkom.com 924 mobileapp::2-com.mosalsalati 822 mz-mz.net 908 yabiladi.com 414
al-tagheer.com 880 alamiya.org 702 yemensaeed.com 797 ustream.tv 360
blogspot.fr 858 saadahpress.net 654 sahafah.net 786 dalil-rif.com 314
akhersa3a.com 843 masrmotors.com 645 blogspot.co.uk 769 thaqf-nfsk.com 266
nakshaat.com 654 egypty.com 566 aljumhor.net 658 banatmodern.com 253
kermalkom.com 616 reyada.com 511 shbabelyom.com 604 9ori.com 252
zamalektoday.com 576 speedym.com 495 moroccoeyes.com 502 xn----ymcae0df5a6fo.com 242
a5barasrar.com 464 koora.com 440 real.com 458 al3ab24.com 214
jimdo.com 449 souss24.com 399 iraqim.com 433 ﬁldonia.com 178
tagged.com 442 assdae.com 383 konyonsa.com 360 sat213.com 167
l7al9a.net 435 stadelahly.com 368 addiwannews.com 349 aljamaheir.net 167
jordansun.com 319 elnogooom.com 343 ilmaroc.org 325 bayanonline.com 162

65



•Where do you go from here?
65


•Plot your customers on a graph

66


•Plot your customers on a graph
•Draw a line where the head ends and the tail
begins

66


100000

75000

50000

25000

0
bbc.co.uk wikimapia.org kermalkom.com jordansun.com boxzik.org jothoor.com q8rashaqa.com 123people.com fkihbensalah.net

67


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
67


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

68


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
68



69



•Top sites for each campaign: 8, 14, 3, 3
69


Search and Search Partners

71


Search Partners

• Search engines using Google technology
• Sites having a custom search powered by Google
72


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…

73


Content (Display) Network

74


Types of Ads

• Text
• Image
• Display Ad Builder
• Video
• Mobile (web)
• Mobile (call)

77


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
78


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
79


Display Ad Builder

• Customize your own ad online
80


• Automatic resizing for all available sizes
82


Video Ads (Click to Play)

83


Mobile Ads – Smart Phones

85


WAP Text Ads

86


WAP Image Ads

87


Account Structure
• Campaigns
• Ad groups
• Ads
• Keywords
• Destination URLs
• Bids

88


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

89


Account
• One Google account
• Accessible / manageable by several accounts
• Different access levels
• Admin
• Standard
• Read Only
• Email Only

90


Campaign (Settings)
• Parameters under which ads/keywords/ad groups
function
–Language
–Network(s)
–Geography
–Daily Budget
–Device
–Scheduling

91


Language Targeting

92


Language Targeting

Make sure you only target people who will be able to read your content, watch out for languages
that use similar scripts

92


Language Targeting

Keywords may have different meanings (e.g. British vs. American English)

92


Language Targeting

Keywords may have different meanings (e.g. British vs. American English)
Ad text can produce different responses

92


Geographical Targeting

93


Time of the Day / Day of the Week

94


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

95


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

96


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

97


Keyword Match Types

98


Keyword Match Types
Exact: [coffee beans]

98


Keyword Match Types
Will only show ads if and only if the exact string of
characters is searched for

98


Keyword Match Types

Phrase match: ‘coffee beans’

98


Keyword Match Types

Exact string with other keywords before or after

98


Keyword Match Types

Exact string with other keywords before or after
Coffee beans shop, buy coffee beans, get coffee
beans

98


Keyword Match Types

99


Keyword Match Types

Modiﬁed Broad Match: coffee +brew

99


Keyword Match Types

Similar keywords using the same stem

99


Keyword Match Types

Brewing, brewer, brewery, breweries

99


Keyword Match Types


Broad match: coffee beans

99


Keyword Match Types


Similar keywords, plurals, variations, synonyms

99


Keyword Match Types


Similar keywords, plurals, variations, synonyms
Coffee bean, great coffee bean shop, coffee shop

99


Negative: -cappuccino
Helps make sure you are eliminating content you
don’t have

100


Writing Effective Ads
Ads relevant to
speciﬁc keywords
Features
Beneﬁts
Calls to action
Using keywords in ads
Test different landing pages


Ads Relevant to Keywords


Each ad group should be focused on a topic


Each ad group should be focused on a topic

Ads should communicate messages speciﬁcally
according to keywords


Beneﬁts


Beneﬁts
Main point of interest


Beneﬁts
They are what your product achieves for the user


Beneﬁts
They are what users care about


Beneﬁts
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…


Features


Features
How your product helps me achieve the beneﬁts


Features
Speciﬁc evidence about your product


Features
Points of differentiation


Features
Points of differentiation

Examples: 32” screen, 8MP camera, ABS breaks, real
leather shoes, etc…


Calls to Action


Calls to Action
Leads user to a speciﬁc thing to do


Calls to Action
Generates enthusiasm in the moment


Calls to Action
Filters users


Calls to Action
Filters users

Examples: register now, buy immediately, signup for
our newsletter, share with your friends, join the
community, etc…


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


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


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


Thank You

Elias Dabbas
Slideshare.net/eliasdabbas

elias@media-supermarket.com
+971 55 953 18 26

107


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