Getting the Most from Search

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Getting the Most from Search
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Getting the Most from Search

• Who the heck am I?
• A geek working for a large search-specialist
  digital marketing agency
• A short dude who gets to bimble around work and
  butt in/consult on any project that interests him
• Er, the yaddy, yaddy, ya talk about
  bigmouthmedia would include stuff about 10 years
  of service, hundreds of staff, blue chip clients
• My boss is a bald guy who lives in a castle

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Brain Storm
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Getting there first
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Getting there first
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Reaction time
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Tracking in an atomised landscape
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Fragments cause duplication
Tag 1

• Monday 1 Affiliate Click
• Wednesday 2 PPC Clicks
• Friday 1 SEO Click Conversion

Tag 2
Tag 3
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How do you track this activity?

• One sale
• Payment to affiliate network
• Payment to affiliate
• Affiliate Campaign credited with the sale
• Two payments to search engines
• PPC Campaign credited with the sale
• SEO may or may not be credited with the sale
• Four payments
• Three campaigns given the success

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Solutions

• Decide
• Last click or first click?
• Weigh
• 25 for display
• 50 for affiliate
• 25 for ppc
• Coordinated Digital
• At least be aware that duplication is possible

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Exposure to Conversion
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Exposure matters

• Exposure to Conversion tracks from the first
• Display impression
• Affiliate click
• Search click
• through to action / purchase / booking

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Exposure to Conversion Report
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Frequency Cap and PPC effect
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Exposure to Conversion Report

• Generic terms responsible for 25 of all Brand
  sales

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Generic responsible for 25 of Brand

• Brand 101 ROI
• Generic 41 ROI
• Is generic working?
• Lets split that 25 of Generic - Brand clicks
  between the two
• Brand 91 ROI
• Generic 51 ROI

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Summary

• Tracking might be geeky but
• it is increasingly important
• increasingly clever
• Convergence of tracking is necessary and
  happening
• More coordination in digital campaigns

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Flickr Credits

• http//www.flickr.com/photos/genista/4748899/
• http//www.flickr.com/photos/mundane_joy/239217306
  3/
• http//www.flickr.com/photos/blue-moose/409270657/
  
• http//www.flickr.com/photos/sarmax/306935931/
• http//www.flickr.com/photos/warmnfuzzy/187399963/
  
• http//flickr.com/photos/purrr/126597849/