A Case For Display Ads & Attribution Modeling

typical-roas-shareWe’ve known for a while that display ad impressions and social media ad impressions have value. But without solid data, how do you explain that to direct response and lead generation marketers that demand high Return On Ad Spend (ROAS) and exact Cost Per Lead data?

The truth is, until recently, we couldn’t. Not without huge data sets and proprietary attribution modeling software…things that most (okay, all) of our clients don’t have.

Increasingly, we come across studies like that conducted by Datalicious that suggest display ads and social media ads (Facebook, in this case) have demonstrable value for financial services marketers.

Here are the key findings from the study, but I would encourage you to download and read the entire report to get the full story.

  • Facebook and display advertising are significantly undervalued and on
    average deliver 830% more revenue than anticipated once measured
    accurately with multi-touch attribution.
  • Given most advertisers have very mature search marketing programs
    that offer little opportunities for additional incremental growth, display
    advertising in general represents one of the most attractive growth
  • Facebook advertising in particular still holds significant growth potential
    compared to other more established channels as it provides a high
    average ROAS yet comparatively does not receive a lot of media spend.
  • While Facebook and display advertising do generate clicks, they are
    not typical direct response channels, but instead indirectly influence
    conversions and build awareness that is then captured further down the
    purchase path by other channels such as search.
  • Search, whilst important in capturing awareness generated by display
    advertising or other channels, is overvalued in the amount of impact it
    has on the consumer purchase decision.
  • Accurate multi-touch measurement and the ability to exploit the resulting
    media optimisation opportunities at scale holds tremendous potential for
    advertisers to develop a strategic competitive edge, build market share
    and deliver incremental growth.

Our experience with trying to explain attribution modeling and assisted conversions is that clients really only understand last click metrics. Even those that believe in the value of display impressions are more likely to max out spending in last-click channels first (primarily search), before spending on display or social ads.

As the industry begins to accept and integrate display & social contributions to ROAS, it becomes incumbent on agencies like ours to understand how and when to shift media dollars from direct response to branding and awareness channels to boost the overall performance of a campaign. Looks like we have a lot of work ahead of us in 2015!

The First 6 Things We Load in Google Tag Manager…Every Time

Google Tag Manager

Rarely does a software tool come along that fundamentally changes how we do things across all of our clients at one time. Google Tag Manager is one of those tools, and for good reason. We can quickly and easily update analytics tags, call tracking code snippets, conversion tracking pixels, remarketing audience tags, and A/B testing code without having to cross-train the team as coders or IT specialists.

Rather than re-hash the tutorials on how to implement GTM, I thought it would be more helpful to share the ways we use it as a PPC team.

Here are the 6 things we implement first in Google Tag Manager, each and every time we set it up. Helpful links to tutorials are included, but don’t be afraid to get your hands dirty and try them out!

1. Outbound link clicks & PDF downloads as Google Analytics Events

Many interactions on a website don’t generate a pageview in Google Analytics, such as a click on a link to another site, a PDF download, or a form submission. These types of events are usually ignored, but are extremely valuable for marketers, IT, and sales teams. Google Tag Manager makes it relatively easy to detect and track these occurrences with Google Analytics Event Tracking. It’s a bit complicated at first but well worth the time to learn!

2. Custom Audience  & Remarketing Pixels

Need to paste a remarketing or audience pixel on your site but don’t have sway with the IT guy or gal? We use Custom HTML tags to dynamically build remarketing audiences based on visitors’ interactions on the site. For example, want to create a custom AdWords remarketing segment for your best customers? Create a remarketing pixel in AdWords that only tracks high-value transactions based on a set of rules in GTM.

3. Conversion Tracking Pixels

This is a no-brainer, and possibly the most widely used feature in GTM. Tracking e-commerce transactions, sales leads, or content engagement is hard if you have to hack on code yourself or get stuck between release cycles. We let Tag Manager do its thing so we can do ours. When we need to track Facebook, AdWords, or Google Analytics conversions, we configure tags and rules to make sure we are tracking only the goals we want to track for each advertising platform.

4. Call Tracking Scripts

If you’re familiar with phone call tracking, you know it can be a pain to paste call tracking code on each page. A few months ago (the stone age, in Internet years), dynamic number replacement scripts need to be wrapped around each instance of a phone number.  Ifbyphone has updated their platform to play nice with GTM so we can save time and eliminate the headaches simply by including their script in a container.

5. A/B Testing Snippets

This is a tricky one, but well worth the time to learn and get it right. If you use Optimizely or other A/B testing tools, you’ll be happy to know that it is possible to deploy the JavaScript snippets through GTM with some custom configuration. Basically, you’ll want to make sure your snippet fires before the rest of the page loads to minimize the impact on your visitors’ experience and page load times.

6. 404 Error Pages

Is your site bleeding visitors and squandering sales from error pages? These are typically referred to as “404” errors and result in a less-than-gratifying “page not found” message. Talk about a conversion killer! LunaMetrics has a wonderful tip on how to create Google Analytics events for 404 errors so you can identify these holes in your funnel. Taking it a step further, you could apply the same logic to track pages on your site with “out of stock” inventory or missing images.

Bonus! Show Your Work

We need to verify the contents of our GTM containers every time we make an update. Get the Google Tag Assistant extension for Chrome to check your pages in realtime to ensure that your tags are firing properly. Need to preview and debug your tags? Yeah, there’s a tool for that too!

We’ve implemented dozens of other combinations of tags, rules, and macros for outlier scenarios but these are the most common and deserve a spot in your default GTM setup.


How To Measure Success With Data

I spent some quality time at TechHatch last week with a very talented and smart group of high school students that are taking a summer-long crash course in concepting, building, launching, and marketing a technology startup.

We are strong believers that web analytics are essential for any organization, regardless of how long it’s been since they were a “startup.” It’s never too late for audience segmentation, conversion rate optimization, and A/B testing.

The TechHatch teams are well on their way to becoming Richmond’s next generation of entrepreneurs. Hopefully now they have a  few extra tools in their utility belts to help take their concepts from good to great.

Google Analytics Remarketing Lists – How To

Remarketing CycleOne of our “next big things in PPC” just got bigger.

Google AdWords’ remarketing capabilities have proven to be one of our most effective methods for increasing conversions while lowering the average Cost Per Conversion. It’s such an effective tool that we have developed extremely sophisticated, logic-based implementation methods to create custom remarketing audiences based on very granular behavior and conversion data.

Thanks to Google Analytics’ recent announcement of the merger of AdWords and Analytics remarketing audiences, we have even MORE ways to segment audiences so that only the right people see the right ad at the right time. This will really help cut down on wasted impressions and clicks that are not likely to directly or indirectly convert.

Here’s how to update your Google Analytics and Google AdWords accounts to take advantage of remarketing with Google Analytics:

Step 1: Link AdWords and Analytics

If you haven’t already done this, what are you waiting for? Here’s how…

Yes, it’s confusing and could (should) be simplified, but it unleashes an entirely new level of analysis and geekery that all AdWords managers should take advantage of.

Step 2: Update Your Analytics Tracking Snippet

This is a crucial, and easily overlooked, step. The standard asynchronous tracking code WILL NOT work.

Replace the bold code below:

var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-xxxxx-y']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;

ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + 'google-analytics.com/ga.js';

var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);

with the bold code here:

var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-xxxxx-y']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;

ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js';

var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);

Here are the official instructions in case you need more detail.

Step 3: Update Your Privacy Policy

Memo from the legal department: cover your ass and update your privacy policy with this info.

Make sure your visitors are made aware of your intent to remarket to them and the implementation method you have chosen: the DoubleClick cookie.

This cookie is Google’s not-so-secret weapon in the online ad wars. It allows Google to marry your GA visit sessions with their wide network of AdSense and DoubleClick ad placements to provide “interest-based advertising” (remarketing and behavioral targeting).

Step 4: Create Remarketing Audiences in Google Analytics

In the “Admin” area of your Google Analytics interface, click on “Remarketing Lists”, then “+New Remarketing List”.

Admin Remarketing Lists

Next, select how you want to segment your remarketing list. The most advanced options allow you to target people that viewed a particular page (product, service, or category pages can work well), or completed a conversion goal (e.g. transaction, lead, or event).

New Remarketing List

Don’t worry about mixing your audiences here. Just set them up and we can create custom combinations in AdWords. Click “Save Remarketing List” and log into AdWords.

Step 5: Create Custom Combinations in AdWords

Once your Remarketing Audiences are set up, they should show up in your AdWords shared library > Audiences menu.

AdWords Audience Library

Click the green New Audience button, then Custom Combination. This is where it gets FUN.

AdWords Custom Combinations

Try combining audiences using the ANY or NONE selectors to reach people in one group but not another. For example, we target visitors who viewed a product or shopping cart page but did not complete a purchase goal.

Once you are satisfied, add these audiences to an ad group (preferably a separate ad group) and watch the results come in!

Step 6: Bask, Then Get Back To Work

Take a moment to marvel at what you have accomplished…then do it some more! The possibilities are now endless and you won’t need any IT/dev support once your tracking snippet is updated.

Test different combinations of audiences. Rotate new creative into your Remarketing ad groups. Experiment with Enhanced CPC. Try mobile. Try new landing pages. Just test anything!

Alternatives to SEO Rank Checkers

[pullquote]How do I know if my search rankings reports are accurate? You don’t. Move on.[/pullquote]A friend pinged me this morning asking about alternatives to using the SEOMoz Pro rank checking tool. The reported results were not the same as they were seeing when manually searching.

Even when logged out of Google and with a clear cache and no cookies, Google is still personalizing search results for each user based on the search history of each IP address and your geographic location.

This question is increasingly common for people reporting rankings to their SEO clients. As mentioned before, I am NOT IN FAVOR of relying solely on search rankings. There are plenty of other, more meaningful metrics.

Here’s my response, which I felt was worth sharing:

For consistency reasons (and time constraints), I’ve stopped using rankings as an indicator of SEO results.

When I do look at them, I use SEOMoz Pro and WebPosition (webposition.com). There’s no way around the IP-level personalization that I’ve found that still simulates real-life search patterns.

Using 2 data sources gets you a couple different data points. They hardly ever match, so I look at trends over several months and not particular data points from an exact moment in time.

Try reporting on organic, non-branded keyword visits and the number/type of unique landing pages from that traffic segment. If you have conversion data, all the better. Rankings are meaningless unless you are actually attracting qualified traffic and generating sales/leads/whatever. The landing pages reports show how much of your content is exposed in search engines, and where you might be missing opportunities to attract new visitors by focusing on some internal pages or sections.

It’s a lot more work, but I’ve found that clients appreciate tangible results in addition to (or instead of) showing rankings. Anything that keeps the SEM industry more accountable and transparent is a good thing, in my mind.

Ready For Less Useful SEO Traffic Metrics?

Google’s big on privacy these days. It’s no surprise, considering the blowback they’ve received on Google Buzz and their impending antitrust investigations.

Even so, I was a very surprised to hear Google announce that they are going to stop reporting which keywords drove traffic to sites in Google Analytics if the searcher A) is logged into Google, and B) clicks on a link to your site in the organic search results.

The goal is to make searching more secure. Google suggests this will only impact a small percentage of visitors, but the ramifications extend beyond Google.com and affect anybody that relies on Google Analytics.

How It Works

To protect Google users’ privacy, Google will encrypt the data transfer between their browser and Google. This makes it harder for somebody to capture and “read” your data as it is transmitted from your computer to Google and back.

Bad For SEO And CRO

Search Engine Optimization (SEO) is complicated enough, but when Google removes some crucial keyword data from the Google Analytics, it becomes much harder to analyze results and know what is working (and what isn’t).

To help you better identify the signed in user organic search visits, we created the token “(not provided)” within Organic Search Traffic Keyword reporting. You will continue to see referrals without any change; only the queries for signed in user visits will be affected. Note that “cpc” paid search data is not affected.

[pullquote]This can hurt a site when every 0.1% matters.[/pullquote]The real concern is for those people focused on Conversion Rate Optimization. Some data will be missing, which means that conversion rates at the keyword level won’t be as valid.

Even though I don’t do much SEO work for clients these days, the organic search traffic data is extremely valuable for planning, managing, and optimizing PPC campaigns. It helps us define a campaign structure and set initial bids for new advertisers. PPC data, when compared to SEO data for the same keywords, can really improve campaign efficiency and effectiveness.

Boon For PPC?

Despite the drawbacks for SEO folks, marketers can look at this as just one more reason to invest in PPC.

From the Google.com blog post describing the change:

If you choose to click on an ad appearing on our search results page, your browser will continue to send the relevant query over the network to enable advertisers to measure the effectiveness of their campaigns and to improve the ads and offers they present to you.

Markets always seek efficiency. If PPC marketers can demonstrate greater efficiency than SEO because they have more data, rational companies will invest where they can get the greatest return.

(CC photo credit)

Google Analytics Outage

Just a quick post to bring you up to speed on a situation I’ve been monitoring this week.

Google Analytics, which measures website activity on millions of sites, is in the process of fixing a reporting error within their systems that may have resulted in missing and/or incomplete data in dashboard reports, advanced segments, and Google AdWords integrations since around April 20th.

This may result in lower-than-average conversions or visits to your site.

No data has been lost, it’s just not showing up in the reports for some date ranges and segmented report structures. All reports will eventually be complete and accurate. Their ETA for resolution is 5/24.

You can check their status at any time here, or visit the official Google Analytics blog for updates.

P.S. If you were a client of mine, I would have alerted you about this already via email. Not a client? You can still sign up to receive my client newsletter here.

Measurable SEM Presentation Slides

I had a great time presenting to the AMA Richmond chapter this morning. Huge thanks to Studio Center for hosting and Mike Rose for organizing.

P.S. If you are looking to hire an experienced senior marketing exec, Mike is your man.

P.P.S. The picture on slide 3 is my son…you had to be there.

25 Free SEM Tools To Survive The Abyss

An AbyssTo the uninitiated, Search Engine Marketing (SEM) can feel like staring into an abyss.

How deep does it go? Where does it start and end? How do I avoid getting swallowed alive? What happens if I get in over my head?

There are countless consultants, companies, and software tools that can help you navigate these waters, but it helps to have a reliable map and a good compass to avoid being lead astray. The following tools are provided by the search engines themselves and are a great head start towards improving your company’s visibility in a wide variety of search results.

Even (especially) if you are planning on hiring somebody else to manage your search engine marketing, you need to familiarize yourself with the tools of the trade.

Search Engine Optimization

Once you verify ownership of your site, search engines will share a lot more inside information about how they view your site and content. The following are must-have tools for any website owner that wants to know how their site is perceived by search engines, any obstacles that their crawlers encounter, and who’s linking to you.

1. Google Webmaster Tools – Shows obstacles uncovered by their crawlers, search queries that your site ranks for, and allows for some control over your site’s appearance in search results.
2. Bing Webmaster – Similar to Google’s tools, but don’t always assume the results will be the same. Each search engines views sites differently, so it’s best to get a “second opinion” from Bing. Also, since Bing now powers Yahoo search results, you can diagnose problems on both engines in one place.
3. Yahoo Site Explorer – Since the Bing/Yahoo alliance began last year, the Yahoo Site Explorer tools have been largely replaced by Bing Webmaster data. However, Yahoo Site Explorer still shares extremely useful inbound link data.

Website Analytics and Testing

Websites are nothing more than digital brochures unless you measure how well they are performing and make changes to improve the results. These tools provide insights into your visitors’ behavior so you can make more informed business decisions.

4. Google Analytics – By far the best web analytics tool on the market for small- medium businesses. It allows you to analyze the “who, what, where, why, when and how” of your website’s visitors. It helps you understand how they got to your site and what they did once they got there. Plus, it’s completely free!
5. Yahoo Web Analytics – While it’s only available to Yahoo advertisers or hosted e-commerce sites, it goes a step beyond Google Analytics to provide demographic and psychographic data about your visitors in real-time.
6. Google Website Optimizer – A free, relatively simple tool to A/B test different elements on a web page (images, text, buttons, forms, etc.) to mathematically determine which combination leads to the highest conversion rates. The numbers don’t lie, and it minimizes the risk of “going with your gut” or assuming that the web designer (or design by committee) nailed it the first time.

E-Commerce Product Listings

You mean people actually buy stuff online? Sure they do! And they frequently start their search on a major search engine. Conveniently, it’s easy (and free) to list your products in their shopping engines.

7. Google Merchant Center – Do you sell products online or in a retail store? Did you know you can list them on Google’s product search engine for free? These results frequently appear in Google’s web search results so you could receive additional free exposure and traffic.
8. Bing Shopping – Upload your products through Microsoft adCenter and your products can appear in Bing and Yahoo search results.

Multimedia Search

Sure, people waste a lot of time online “researching” the latest viral videos. However, if your company has digital content such as photos or videos, a little legwork can make sure potential customers can check out your assets.

9. Flickr – A free photo-sharing website owned by Yahoo that allows members to upload and share their images. If your business or products are highly visual, this can be a great way to build awareness and connect with people searching Flickr or the general web since images frequently show up in web and images search results.
10. YouTube – The world’s largest video-sharing website. Your video content is discoverable by people searching YouTube or presented in Google search results when people search for related keywords. Video can be a powerful sales tool when done right, and picking a distribution channel is an important part of getting it right.
11. Google Images – Insure that photos on your website incorporate SEO best practices to increase the likelihood of them ranking well in Google’s image search engine. This can increase traffic and awareness from highly competitive keywords.
12. Yahoo Image Search – Similar to Google Images, but with better grouping of thematically related images. For example, a search for “Richmond, Virginia” also displays options to view nearby landmarks, neighborhoods and events.
13. Bing Image Search – A more visually appealing layout of image search results that focuses on creating a rich experience for searchers.
14. Yahoo Video – A good source for commercially produced video content with less of a focus on user-generated content than YouTube.

Local Search

Claiming your business’ listings in each of the major search engines insures that your details are accurate and up-to-date. This is especially important as their databases are often pulling from outdated sources. Plus, you can upload photos and videos to make your listings stand out.

15. Google Maps / Google Places
16. Yahoo Local
17. Bing Maps
18. Yelp – A different type of search engine, Yelp is a leader in the customer reviews space. Businesses can claim or create their listings to better manage their listings and promote offers.
19. Reviews Sites & Directories – This is where it gets hairy. There are literally thousands of reviews sites, local directories, and internet yellow pages sites. It is impossible to find and keep track of all of them, but start with the obvious and try to check and update a few each week. Most offer ways to claim or edit your business listing so be sure to fix anything that is wrong. One word of warning, every one will try to up-sell premium listings. You could go bankrupt paying for all of them, so use your judgment (and web analytics reports) to figure out which ones send the highest quality traffic and start there.

News Search Engines

Each of the major search engines crawl news sites and curate their own news search sites. If you are a publisher or media site, you need to insure your content, site maps and data feeds are structured properly to maximize your exposure in news search results, which are also frequently positioned prominently in web search results for timely or newsworthy searches.

20. Google News
21. Yahoo News
22. Bing News

Paid Search Advertising

These technically are not free services, but I cannot overstate their importance. The list of benefits reads like a marketer’s wish list: immediate exposure to people that are searching for your products or services, real-time performance data, accountability, immediate on/off controls, geographic targeting, and relatively simple ROI calculations. I could go on, but the important thing to remember is that paid search is highly effective for those willing to invest the time or money in managing it properly and optimizing for better results.

23. Google AdWords
24. Microsoft adCenter

Bonus Level! Keyword Research

25. Google AdWords Keyword Tool – This is the first stop for most search marketers that need to know how many people search for specific keywords in an average month. By comparing keyword variations (plurals, synonyms, geographic modifiers, etc.), marketers can determine where to allocate their SEO and SEM resources. It’s free, but the data provided are invaluable.

Utilizing these (mostly) free search engine tools, any company can improve its standings in search results and attract more qualified visitors to its website.

The biggest mistake I see people making when embarking on a search marketing journey is putting all their eggs in one basket. Don’t fall victim to the temptation to focus only on Google, or ignore the traffic-driving potential of your other digital assets.

How many of these tools have you used? What would you add to this list?

(CC Photo Credit: Landfeldt on Flickr)