Attribution has been all the rage at the office the last few weeks. From looking at what would happen if we turned off paid completely, to how we can look at multi-channel attribution but not actually look at multi-channel attribution to judge the success of campaigns we’re working on. To judge the success of a campaign, beyond getting a customer, I’ve started to look at longer attribution windows and look at different goals within our organization.
I’m starting to only hit the tip of the iceberg and though my model is rough and could use a lot of work. It’s a starting point and you’ve to start somewhere…or you’ll never get anywhere.
The last few weeks have reminded me of a good post a few months back looking at 3 top UK retailers and how they have grown up and handled going from last click to multi-channel attribution. A line from the article I like is…
At the end of the day the data has to tell a story and it’s not always the story you want told but one that needs to be told.
Last months we talked about running paid search globally while staying a nimble team. Once you’ve launched a global account, you’re going to want to optimize & lower your CPA while growing your business.
One way I like to optimize a global adwords account is by building custom reports in Google Analytics. Custom reports can present different data sets and show:
- Which country is driving the most conversions
- What times of day are converting e.g dayparting opportunities
- What days of the week are we losing market share
- Month over month or year over year comparisons
- Which products are selling / country
These are just some of the options when building a custom report in Google Analytics. Anytime I’ve said I wish I could see X or slice data by a third or fourth dimension in Google Analytics, custom reports has saved the day. This is especially true if you’re not a fan of pivot tables or don’t want to download thousands of rows of data.
We’re going to take a look at the first option on my list above; which country is driving the most conversions. It’s a basic report but a key one since we can’t easily get that data in AdWords. I deliberately chose not to add each country, outside our top markets, in our global adwords account as I wanted to save time and I wasn’t sure what countries would perform well. Below is what the standard custom report would look like.
Normally I tell clients, bosses and people I talk with at conferences that I spend 80% of my time focused on 80% of my paid search business because that’s where I can have the biggest impact. I can see the largest return for my efforts in terms of new customers coming in and increasing profitable revenue.
It’s a common knowledge that I always advise clients to look at the top 10 countries that produce 80% of their revenue and make sure each country has their own AdWords account. Your company could have 15 countries that make up 80% of your revenue but I’d not go beyond that amount as it becomes a lot of work for one person to manage.
I actually even gave a talk about unlocking unmet demand in your AdWords account a few months ago at a conference. The reason you want to give each top tier country their own AdWords account is fourfolds:
- Organization of information is cleaner across your accounts by country
- Learning what keywords & ad text is working for each country. One size doesn’t fit all
- Spotting trends in data is a lot easier by country in AdWords & Google Analytics (GA)
- Growth isn’t an issue as you’ve room to grow each country like its own mini-business
A bonus is when you hire a person or two to join your team, you can give each person a set of countries to manage and not worry about having to break out each county at that point. If you did, you’d lose all that account history (and quality score potentially) you’ve build up because you didn’t plan for the future.
Now what I’m about to say goes against everything I just said above because you’re not dealing with 80% of your business, you’re dealing with the other 20%. Unless money is unlimited where you work. You need to consolidate resources and make a Global Adwords Account targeting non-top 10 countries.
After a successful #MozCon 2015 talk last month (notes). I’ve taken all the feedback and ideas and would love to turn my talk into a hands-on workshop at SXSW 2016:
What Is Delightful Remarketing: How You Can Do It [PLEASE VOTE]
I will expand on my #MozCon talk and includes more data around shopping behaviour and areas of my talk that I cut to make sure I come in under my allotted time including the 4 major areas of remarketing: Google Display Network, Facebook, Twitter and Google Analytics and what makes each area unique and how you can use them to creating delightful remarketing experiences.
Plus I want to end the workshop working with 4 – 6 people in the room and help generate ideas and how they can use remarketing for their specific brand and company.
Programmatic… the act of planning and buying media without talking to a human being…is still misunderstood by the advertising world. Many people mix up programmatic with real-time bidding, which is in fact a subset of programmatic. There are three main areas of programmatic you’ll come across:
Real-Time Bidding is buying advertising (display/banner ads) in real time. Most advertising platforms (Quantcast, AreaOne & Adgorithms) will go into an auction and bid to compete & win inventory to serve your customers with an advertisement. If you win the auction, your ad is served which hopefully means your customers will convert and buy something on your site. The auction process is very similar to Google AdWords.
Programmatic Direct is not done in real time but advertising is often bought months in advance. You could make it programmatic by showing advertisers what’s available in your inventory, cost and what creative they need to upload to launch a campaign. The advertiser picks what they want, uploads creative and charges their credit card for the purchase. I could also see TV, digital out of home and digital screens in malls or bars as a direct buy. These would all be done in advance too.
Programmatic Premium could be done in real-time. However, it usually seems to related to a private advertising exchange connecting a premium publisher(s) and a premium advertiser(s) to make a sale happen. You’d be working at a FMCG brand to get access to this advertising exchange is my impression.
Now if you work in-house like I do and you don’t plan to hire an outside agency to run your programmatic. Than you need to do some research on all the different platforms and ask the right questions. Most platforms offer the following: