Talk by Alistair Dent at SES Conference & Expo in London, February 2012, on PPC Tools of the Trade

1. London | 20–24 Feb, 2012 | #seslondon
Periscopix
• Alistair Dent is Head of PPC Training at Periscopix,
the UK’s leading independent PPC agency.
• In this session you will learn why conversion
tracking is important and how to decide what to
track.
• Afterwards you will be able to compare different
suppliers of conversion tracking systems and
evaluate the best solution for your needs.
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2. London | 20–24 Feb, 2012 | #seslondon
Why Track Conversions?
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3. London | 20–24 Feb, 2012 | #seslondon
What Should I Track?
Images copyright Jonathan
Dresner, freephoto.com
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4. London | 20–24 Feb, 2012 | #seslondon
Platform vs 3rd Party Systems
Platform’s Own System 3rd Party System
• Direct visibility next to • Cross-channel attribution
keyword/ad possible
• Free to implement • Can track a wider variety
of actions
• Can only track page loads • Can be out of reach for
• Cannot work with other small advertisers
channels • Poorer line of feedback
to platform interface
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5. London | 20–24 Feb, 2012 | #seslondon
Telephone Tracking
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6. London | 20–24 Feb, 2012 | #seslondon
De-Duplication
Traffic Organic PPC Affiliate Email
Sources
De-Duplication
System
Account Budget Decisions
Feedback
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7. London | 20–24 Feb, 2012 | #seslondon
Multi-Touch Attribution
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8. London | 20–24 Feb, 2012 | #seslondon
Actions to Take
• Feed data back to the • Set yourself accurate
most granular level, e.g. CPA targets. Make sure
keyword, link, ad every click is profitable.
creative.
• If de-duplicating, decide • Check for any double
which clicks take tracking and remove
priority. duplicated conversion
types.
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9. London | 20–24 Feb, 2012 | #seslondon
Free or Paid?
VS
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10. London | 20–24 Feb, 2012 | #seslondon
Conclusion
• Track anything that leads to you making money, but
assign realistic values to each action.
• Choose your tool carefully, direct lines of feedback to
the system you use to take actions is important.
• Sometimes people trump technology, sometimes
technology trumps people. You’ll get nowhere
without making correct use of both.
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