Harnessing Analytics for SEM Automation - SMX Advanced 2016 - Amy Bishop
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What PPC practitioners can learn from our marketing automation counterparts. Tips for leveraging principles of leadscoring and workflows to improve ppc campaigns.
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Harnessing Analytics for SEM Automation - SMX Advanced 2016 - Amy Bishop
- 1. #SMX #13B @hoffman8 Looking at PPC Through a Marketing Automation Lens
- 2. #SMX #13B @hoffman8 What Does Marketing Automation Consist Of
- 3. #SMX #13B @hoffman8 Monitor Data Set Up Campaigns Automate
- 4. #SMX #13B @hoffman8 • Leadscoring • Feedback Loops & Workflows • Spending Money (& Time) More Effectively Principles of Marketing Automation
- 5. #SMX #13B @hoffman8 Applying Marketing Automation Principles to PPC
- 6. #SMX #13B @hoffman8 Lead Scoring
- 7. #SMX #13B @hoffman8 Lead Scoring: 1. Attach value to certain behaviors 2. Determine the next marketing action
- 8. #SMX #13B @hoffman8 Good Experience Bad Experience But Why Bother?
- 9. #SMX #13B @hoffman8 The Benefits of Leadscoring 1. Identify high & low value consumers 2. Determine the most impactful paths 3. Plan media to support paths 4. Test Assumptions 5. Refine & Standardize Experience 6. Determine Bidding Levels 7. Determine Which Paths to Circumvent
- 10. #SMX #13B @hoffman8 Leadscoring Criteria Generally Comes in 3 Forms: Implicit Criteria Derived by Analysis of Data Explicit Criteria Provided By the Consumer Negative Criteria Red Flags
- 11. #SMX #13B @hoffman8 Establish Your Criteria • How Will You Distinguish One Visitor From Another? • What Makes a Visitor More Or Less Valuable? • What On-Site Actions Show Intent? • How Can You Use Source Information To Understand Intent?
- 12. #SMX #13B @hoffman8 Potential Implicit Criteria Made a Purchase Or Abandoned the Cart Downloaded Information Viewed Specific Content Signed Up For Email Newsletter Time On SiteDownloaded a CouponWatched aVideoFavorited or Saved a Product
- 13. #SMX #13B @hoffman8 Layer Actions & Behaviors To Create Higher Value Systems Abandoned the Cart Time On Site
- 14. #SMX #13B @hoffman8 In the PPC realm, it’s less about coming up with a point-value and more about the process of creating a scale.
- 15. #SMX #13B @hoffman8 Ideally, we want to start building a funnel progression. Spends 30s On Site WatchesVideo + Downloads Coupon Makes Purchase
- 16. #SMX #13B @hoffman8 Flow Reports In Google Analytics • Behavior Flow • Event Flow • Goal Flow & FunnelVisualization
- 17. #SMX #13B @hoffman8 Organize Your Event Tracking • Create an Organized Structure • Easily Identifiable Nomenclature • Create Events For Everything Important • Don’t Create Events for Unimportant Actions
- 18. #SMX #13B @hoffman8 Event Flow In Google Analytics • Paths Can Be Messy & Redundant • Often Aren’t Ideal • Track Sessions, Not Users
- 19. #SMX #13B @hoffman8 1. Create the leadscoring criteria as audiences 2. Add them to campaigns as bid only – without a modifier Identifying Ideal Paths
- 20. #SMX #13B @hoffman8 This will help to create a hierarchy of values, your “scores”, which will help you to better understand which on-site actions truly show intent.
- 21. #SMX #13B @hoffman8 Which Action Is Most Likely To Result In a Purchase In a Return Visit? Audience Clicks Conversions Cost Per Conversion Conversion Rate Watched a Video 2126 266 $18.47 12.5% Abandoned Cart 3481 637 $13.61 18.3% Downloaded a Coupon 2547 374 $16.82 14.7% High Session Duration 2987 484 $15.24 16.2%
- 22. #SMX #13B @hoffman8 Which Action Is Most Likely To Result In a Purchase In a Return Visit? Audience Clicks Conversions Cost Per Conversion Conversion Rate Watched a Video 2126 266 $18.47 12.5% Abandoned Cart 3481 637 $13.61 18.3% Downloaded Coupon 2547 374 $16.82 14.7% High Session Duration 2987 484 $15.24 16.2%
- 23. #SMX #13B @hoffman8 If Multiple Actions Are Taken, Does it Increase Likelihood? Audience Clicks Conversions Cost Per Conversion Conversion Rate Abandoned Cart 3874 666 $11.15 17.2% Video + Abandoned Cart 3256 466 $11.75 14.3% Coupon + Abandoned Cart 2845 604 $8.79 21.2% Session Duration + Abandoned Cart 2796 336 $10.24 12.0%
- 24. #SMX #13B @hoffman8 If Multiple Actions Are Taken, Does it Increase Likelihood? Audience Clicks Conversions Cost Per Conversion Conversion Rate Abandoned Cart 3874 666 $11.15 17.2% Video + Abandoned Cart 3256 466 $11.75 14.3% Coupon + Abandoned Cart 2845 604 $8.79 21.2% Session Duration + Abandoned Cart 2796 336 $10.24 12.0% This information helps us to identify our one-two punches.
- 26. #SMX #13B @hoffman8 • Cross-Selling • Nurturing Leads & Existing Consumers • Guiding Consumers to The Sale Workflows
- 27. #SMX #13B @hoffman8 Site Action Taken? This Ad & Landing Page This Ad & Landing Page If Yes If No
- 28. #SMX #13B @hoffman8 Review your conversion paths to understand how visitors interact with various channels Conversion Paths By Channel
- 29. #SMX #13B @hoffman8 Begin to Organize Your Paths Leadscoring Efforts Context & Goals
- 30. #SMX #13B @hoffman8 Begin to Organize Your Paths Leadscoring Efforts Context & Goals • On-Site Actions • Engagement Metrics • Sources • Content Categories • Items Purchased • Previous LP Experiences
- 31. #SMX #13B @hoffman8 Use your audiences to line up actions already taken with the next action most likely to result in a goal. Use context to determine, specifically, which content to deliver to connect the dots. Create Your Paths
- 32. #SMX #13B @hoffman8 Watched a Video Example Ecom Workflow 10% Pushed to Coupon Pushed to Purchase
- 33. #SMX #13B @hoffman8 Visitors that watched a video & downloaded a coupon are 50% more likely to purchase than those who haven’t. Example Ecom Workflow 10%
- 34. #SMX #13B @hoffman8 Deliver Ads With Intent & Context Do: Use Previous Steps In the Workflow To Inform Ad Content Don’t: Use CTAs For Actions Already Taken
- 35. #SMX #13B @hoffman8 Customize Ad & LP Content to Audiences Visit Site Engage With Content Align Ads & LPs
- 36. #SMX #13B @hoffman8 Customize Ad & LP Content to Audiences Visit Site Engage With Content Align Ads & LPs 75% CPA Decrease
- 37. #SMX #13B @hoffman8 Efficiency: Save Time & Money
- 38. #SMX #13B @hoffman8 Optimize Your Budget Client Brief: Client Budget: http://blog.gaborit-d.com/13-images-client-brief-vs-client-budget/
- 39. #SMX #13B @hoffman8 …Because there is more value in some visitors than others… Find Your 80/20
- 40. #SMX #13B @hoffman8 Build Workflows Optimize Budgets Identify Efficiencies Focus Budget
- 41. #SMX #13B @hoffman8 Focusing Budgets 1. Separate Campaigns For: • Net New/Prospecting • Funnel Progression 2. Determine Budget Allocation for Each, Based Upon Goals 3. Focus Funnel Progression On Only The Top Performing Data Sets With The Highest Likelihood of Conversion Based Upon Your Work Flows (and the leadscoring that went into creating them)
- 42. #SMX #13B @hoffman8 Funnel Progression Budget Allocation Campaign 1 Campaign 2 Campaign 3
- 43. #SMX #13B @hoffman8 Setting Up & Testing All of the Audiences Can Be Time Consuming…
- 44. #SMX #13B @hoffman8 … but once your infrastructure is set up, you can reap the efficiencies of a seamless funnel experience.
- 45. #SMX #13B @hoffman8 • Determine Your Criteria • Test & Rank Audience Performance Based Upon Criteria • Build Workflows • Align Ad & Landing Page Content • Attribute Value, Individually and Holistically • Shift Budgets to Create the Most Profitable Outcome Action Items:
- 46. #SMX #13B @hoffman8 LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX
Editor's Notes
- Attribution: Multi-channel attribution – u-shaped is the simplest (known as position based in Analytics), also like time decay Does it make sense to force multiple paths instead of going direct to the sale Which accounts does this make sense in Understand the flow reports Volume vs ROAS on the youtube/coupon How do conversion paths by channel/source come into play? How does this impact what you are doing from a net-new perspective? What does the automation typically look like?
- “Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. The resulting score is used to determine which leads a receiving function (e.g. sales, partners, teleprospecting) will engage, in order of priority.”
- To monitor their performance against the average and against each other.
- Furthermore, beyond separating budgets between prospecting and funnel progression campaigns, I suggest creating separate campaigns for different funnel actions so that you can control budget at a granular level – spending the most on the lowest funnel pieces.