MEASURING SUCCESS OF ONLINE ADVERTISING INITIATIVES Digital Marketing

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MEASURING SUCCESS OF ONLINE ADVERTISING INITIATIVES Digital Marketing for Local Businesses & Brands Bob

MEASURING SUCCESS OF ONLINE ADVERTISING INITIATIVES Digital Marketing for Local Businesses & Brands Bob Bradley – VP Sales bbradley@netsertive. com 919 -238 -4611 Proprietary and Confidential

AGENDA • Changing Landscape • Offline Attribution • Measurement Tools • New Technology •

AGENDA • Changing Landscape • Offline Attribution • Measurement Tools • New Technology • Questions

CHANGING LANDSCAPE

CHANGING LANDSCAPE

Closing the loop from traditional to digital marketing. Win the last marketing mile!

Closing the loop from traditional to digital marketing. Win the last marketing mile!

Online Decision Making Moment

Online Decision Making Moment

In 2011, the average shopper used 10. 7 sources of information before actually buying

In 2011, the average shopper used 10. 7 sources of information before actually buying Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U. S. , April 2011

ZMOT

ZMOT

5: 16 Time Spent Online TV 4: 31

5: 16 Time Spent Online TV 4: 31

Mobile is Driving Offline Shopping

Mobile is Driving Offline Shopping

Why Mobile In Store?

Why Mobile In Store?

Embrace Mobile

Embrace Mobile

Online video is the new TV

Online video is the new TV

5 Million: ZERO TV Households in the US

5 Million: ZERO TV Households in the US

6 billion: hours of monthly Youtube watching

6 billion: hours of monthly Youtube watching

Jumping into the New Normal of local furniture shopping

Jumping into the New Normal of local furniture shopping

YOUR DIGITAL FRONT DOOR

YOUR DIGITAL FRONT DOOR

Home furniture searches are skyrocketing

Home furniture searches are skyrocketing

Local Search Becomes the Discovery Tool Category Product Brand “home furniture” “living room sofa”

Local Search Becomes the Discovery Tool Category Product Brand “home furniture” “living room sofa” “La-Z-boy” 130 M 20 M 7. 5 M monthly U. S. searches Furniture shoppers use on average 14. 8 sources of information to help them make their decision

Sources of Information

Sources of Information

Reach New Customers 90% of visits driven by “furniture” searches are from new prospects

Reach New Customers 90% of visits driven by “furniture” searches are from new prospects

Win the Decision Making Journey 44% of furniture shoppers discover brands they were unaware

Win the Decision Making Journey 44% of furniture shoppers discover brands they were unaware of via mobile search

Marketing Imperative

Marketing Imperative

ATTRIBUTION & MEASUREMENT

ATTRIBUTION & MEASUREMENT

Traditional Online Metrics • • • Impressions Web Visits Time on Site/Pages Visited Online

Traditional Online Metrics • • • Impressions Web Visits Time on Site/Pages Visited Online Conversions View Through Conversions

Google Analytics makes customer insights easily accessible and measurable WHO? Audience Reports WHAT? Content

Google Analytics makes customer insights easily accessible and measurable WHO? Audience Reports WHAT? Content Reports HOW? Traffic Sources Reports WHAT VALUE? Goals & Ecommerce Reports : //

These insights are portrayed through a common set of dimensions and metrics Dimensions Metrics

These insights are portrayed through a common set of dimensions and metrics Dimensions Metrics Dimensions describe attributes A metric is a measurement Visitor city or region Referring traffic source Number of visits Number of visitors Browser type Page views Operating System Time on site

How Google Analytics Works The GA javascript begins to fire Your Website loads on

How Google Analytics Works The GA javascript begins to fire Your Website loads on any device _track. Event(category, action, opt_label, opt _value, opt_noninteraction) _gaq. push ([‘ track. Event', 'name', 'label', value, true]); track. Event(category, action, opt_lab el, opt_value, opt_noninteraction)_ga q. push (['_track. Event', 'name', 'lab el‘, value, true]); track. Event(categ ory, action, opt_label, opt_value opt_noninteraction)_gaq. push (['_track. Event', 'name', 'lab el', value, true]); track. Even t(category, action, opt_la GA cookies are read from, and/or written to the browser by the javascript code 2 b 1 A GIF request is created and sent to the Google servers 2 c 2 a Data is processed and preaggregated Data is sent to Google’s servers GA made available in the user interface or through the API GA UI 3 4 API 5

Aggregate Data Views Simple numbers that represent total performance during the given date range

Aggregate Data Views Simple numbers that represent total performance during the given date range

Trends over Time Line charts that show changes in a metric over time.

Trends over Time Line charts that show changes in a metric over time.

Four types of conversion goals • A URL Destination goal triggers a conversion when

Four types of conversion goals • A URL Destination goal triggers a conversion when a visitor views the specified page on your site. • A Time on Site goal triggers a conversion when a visitor spends more or less time on your site than the threshold you have specified. • A Pages/Visit goal triggers a conversion when a visitor views more pages or fewer pages than the threshold you have specified. • An Event goal triggers a conversion when an event that you have defined occurs.

With customization, you can track nearly anything http: //yoursite. com $ Direct Referral Organic

With customization, you can track nearly anything http: //yoursite. com $ Direct Referral Organic Search Is only automatic if Ad. Words is linked. Otherwise requires manual tagging. Paid Search Yoursite. com Visits from these sources will get categorized as referral traffic if not tagged. @ Display Email Social Affiliate

TECHNOLOGY

TECHNOLOGY

BUILD A BRIDGE TO IN STORE REVENUE

BUILD A BRIDGE TO IN STORE REVENUE

Estimated Total Conversions • • • Location Extensions Local Inventory Ads Advanced Call Tracking

Estimated Total Conversions • • • Location Extensions Local Inventory Ads Advanced Call Tracking Cross Device Conversions Store Visits

Local Matters

Local Matters

Local Extensions - Mobile

Local Extensions - Mobile

Location Extensions

Location Extensions

Local Inventory Ads

Local Inventory Ads

Call Tracking

Call Tracking

Advanced Call Tracking

Advanced Call Tracking

Cross Device Conversions

Cross Device Conversions

Store Visits (Beta)

Store Visits (Beta)

Complex consumer journeys, an attribution challenge Many consumers start their research online and end

Complex consumer journeys, an attribution challenge Many consumers start their research online and end up visiting & buying at a physical location. We want to help you measure this and capture the value Moment Search Conversion Report

Introducing the Store Visits Beta New reporting on how online ads lead to store

Introducing the Store Visits Beta New reporting on how online ads lead to store visits will help to measure the full value of your online ads Customer clicks on Ad. Words search ad on computer, tablet or mobile device Customer visits store Store visit reported

Why use Store visit reporting? We want to show you the value of your

Why use Store visit reporting? We want to show you the value of your online ads beyond simply online conversions Key Benefits Improved measurement For the first time, see how your online ads are driving in-store visits CONFIDENTIAL Better attribution Incorporate data points into attribution models & media mix modeling Break out mobile See in-store visits driven by mobile devices to better understand & value the mobile channel

whenfurniture people make choices about furniture Winthere the local decision making journey 1 Be

whenfurniture people make choices about furniture Winthere the local decision making journey 1 Be More choices customer = more expectations chances to win or lose 2 Exceed Communicate in experience context 3 Provide the best for the right device 4 Attribute value & make decisions real-time Test! Make quick decisions to cut in down waste real brand engagement online Your customers are everywhere, put your best foot forward 5 Build