The Measure: Are You Properly Crediting All of the Ads in Your Customers’ Purchase Paths?

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The Measure

Are you properly crediting all of the ads in your customer’s Purchase Paths™?

Adam S. GoldbergCo-Founder and Chief Innovation OfficerP: 800.592.0464 ext. 902adam.goldberg@clearsaleing.com

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The Metric, The Measure, The Method Webinar Series

Goal of advertising

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A company may advertise to build their brand, gain new customers, gain market share, build awareness, introduce a new product, change their image, etc., but at the end of the day all of the reasons to advertise are to directly or indirectly produce more profit.

Recap: The Metric

» Revenue can go up; Profit can go down

» Conversion Rate can go up; Profit can go down

» Sales can go up; Profit can go down

» Cost Per Acquisition (CPA) can decrease; Profit can go down

» Click Through Rate (CTR) can increase; Profit can go down

» Return on Ad Spend (ROAS) can increase; Profit can go down

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Online Advertising Strategy Evolution

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Use All Match Types

Keyword Level Bidding

Long Tails

Conversion Tracking

Model Numbers

Only Use Exact Match

Dynamic Keyword Insertion

Massive Keyword Lists

TechnologySEM’s

Day Parting

Ad Copy Testing

Time Of Day

Calls To Action

Keywords On Landing Pages

Site Targeting

Content Networks

Competitor’s Branded TermsRank At The Top

Multiple Search EnginesConversion, CPA, ROI

Clicks, Imprs, CTR, Position

2nd Tier Engines

Misspellings and Typos

Geo-Targeting

International

Points (Sales) 0 8

Shooting Percentage(Conversion Rate)

0% 50%

Behind every great big man is a…

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Points (Sales) 2 20

Shooting Percentage(Conversion Rate)

29% 50%

Assists 10 0

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Never underestimate the value of air conditioning

Should I close the doors to save on my electric bill?

Purchase Path™

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The Cumulative Effect of Advertising

Next-Generation Direct ResponseEffectively Managing Attribution

© 2007 JupiterResearch, LLC/ADV07-C01COPYRIGHT STRICTLY ENFORCED

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Introducers -> Influencers-> Closers

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Introducers

Influencers

Closers

Introducers, Influencers, Closers online

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Introducers Influencers Closers

Broad/Phrase Match Any Match Type Exact Match

Banners Any Ad Source Search Marketing

Email Manufacturer Name Model Numbers

General Terms Shopping Engines Branded Terms

Most common Purchase PathsTM

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Purchase PathTM 1 AdWords (Toaster Oven) > AdWords (GE toaster) > AdWords (TEM500) > Sale

Purchase PathTM 2 Nextag (PDP-HD50) > AdWords (company name) > Sale

Purchase PathTM 3 AdWords (modern lamp) > AdWords (modern floor lamp) >AdWords (ingo maurer) > AdWords (im-hotachille) > AdWords (company name) >Sale

Purchase PathTM 4 Nextag (PDP-HD50) > AdWords(company name) > Phone Call> Sale

Average # of clicks to sale: 2.75

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ROI Type First Last Even

Credit Allocation $90 Toaster oven $90 TEM500 $30 Toaster Oven

$30 GE Toaster

$30 TEM500

AdWords (Toaster Oven) > AdWords (GE toaster) > AdWords (TEM500) > $90 Sale

How can I use the Purchase PathTM?

How long should my Purchase PathTM be?

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Sales

Days

17 days

A B

How many clicks does it take to get a conversion?

1. Price point (toaster oven vs. plasma TV)

2. Competition (5 places to buy vs. 500 places to buy)

3. Amount of consideration required (book vs. leather couch)

4. Demographics (people with little time vs. people with lots of time)

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Brand names: Not as valuable as previously thought

Where did the sale occur in the woman’s mind?

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Search # Keyword

1 Modern lamp

2 Modern floor lamp

3 Ingo Maurer

4 IM-Hotachille

5 (company name)

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Offline sales tracking

1. Assign an ID to each visitor

2. Dynamically insert ID on your website

3. Have sales person capture ID along with other contact information

4. Run a sales report that shows sales with ID’s

5. Tie the ID to the advertising that customer interacted with as per your tracking system

Website visitor/caller = ID 3378

Key Takeaways

» Not less right…but completely wrong

» Introducers, Influencers, Closers

» Get granular

» Don’t ignore offline sales

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The Method

Ad Spend

Profits

20K

40K

Identify Eliminate Waste Buy Maximum Clicks Add and Test

TimeOptimize Business

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Thank you!

6/26/08: The Method - Do you have a continuous improvement process for you online ad investments

• All webinars will begin at 1:30pm EST• View this webinar at www.clearsaleing.com/blog

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Adam S GoldbergCo-Founder and Chief Innovation OfficerP: 800.592.0464 ext. 902adam.goldberg@clearsaleing.com