Underutilized Reports for 6 Frequently Asked Questions · #SMX #13B @Caitlin_Halpert “…over 89% of ad clicks are incremental.” –“Incremental Clicks Impact of Search Advertising”

#SMX #13B @Caitlin_Halpert

Caitlin Halpert – Account Director @ 3Q Digital, a Harte Hanks Company

Underutilized Reports for 6 Frequently Asked Questions


About

• Over $400 million in annual managed spend on Google

• Advertising in 140 countries

• Mobile, paid social, SEO, search, display, and analytics

• Offices in the Bay Area, San Diego, Chicago, Burlington, Raleigh, and Austin


Understand what information is available

Interpret data for internal & external teams

Improve paid search optimizations


1) Does SEM add value to existing SEO efforts?


“…over 89% of ad clicks are incremental.” – “Incremental Clicks Impact of Search Advertising” Google Inc.

“81% impressions and 66% of ad clicks occur in the absence of an associated organic result on the first page” – “Impact of Organic Ranking on Ad Click Incrementality” Google

Research Blog. March 27, 2012

“50% of the ad clicks that occur with a top rank organic result are incremental” – “Impact of Organic Ranking on Ad Click Incrementality” Google Research Blog. March 27, 2012



Search Result Type Clicks Queries Clicks/Query

Ad shown only 72,607 1,472,036 0.05

Organic shown only 162,520 2,717,511 0.06

Both shown 316,105 1,571,193 0.20

236% higher Click/Query ratio when we have an organic & paid listing in the result


So…does SEM add value to existing SEO efforts?

YES!!


2) How is the competitive landscape impacting our results?


Auction Insights





1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Avg

. P

os

itio

n

Top of page rate

Top 10 Competitors(Bubble size = Impression share)

Competitor1.com Competitor2.com Competitor3.com Competitor4.com Competitor5.com

You Competitor6.om Competitor7.com Competitor8.com Competitor9.com


74%

79%

81%

83%

86%

86%

90%

90%

97%

26%

21%

19%

17%

14%

14%

10%

10%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Competitor1.com

Competitor4.com

Competitor9.com

Competitor5.com

Competitor8.com

Competitor2.com

Competitor7.com

Competitor6.com

Competitor3.com

Position above rate

Who is ranked higher?(when both appear in the same auction)

Competition Win Rate Your Win Rate


100%

80%

74% 74%

60% 59%

41%

10%5%

0%0%

20%

40%

60%

80%

100%

120%

To

p o

f p

ag

e r

ate

Top of page rate for top 10 Competitors (based on competitor impressions)


But what does it mean??


Nothing.


To explain change due to competitors we need to review auction insights over time.



6

8

10

12

14

16

18

20

Num

ber

of A

dvert

isers

Total Number of Advertisers


$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

5%

15%

25%

35%

45%

55%Im

pre

ssio

n S

hare

Impression Share vs. Top Competitors

Us Competitor 1 Competitor 2 Competitor 3 CPCs


$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

5%

15%

25%

35%

45%

55%Im

pre

ssio

n S

hare

Impression Share vs. Top Competitors

Us Competitor 1 Competitor 2 Competitor 3 CPCs


Use the data to explain changing CPCs and better understand the auction dynamics.


We can’t change what competitors do; we can only adjust expectations.


3) What attribution period should we use for AdWords & BingAds?


Time Lag Report



Account 1 Account 2


Account 1 Account 2


Account 1 Account 2

$168 AOV

$240 AOV


93% of revenue

occurs within 30 days


Picking the best attribution window prevents artificial keyword devaluation


4) Are we undervaluing certain non-brand, top-of-funnel keywords or campaigns?


Attribution Modeling



Attribution Modeling


Top Paths


Adjust bidding & keyword selection to compensate for last-click attribution


5) How are search partners performing?


Segment by Network (with Search Partners)


Website URL (publisher)



6) How can I quickly audit my account?


Dimensions > Campaign Details







Dimensions > Ad Group Details








Report Use Cases

AdWords Paid & Organic

• Evaluate the incrementality of bidding on brand

• Find paid/organic opportunities

AdWords Auction Insights

• Investigate changing IS/CPCs

• Monitor competitor movement

• Seed competitor campaigns

GA & AdWords Time Lag

• Determine optimal conversion window

• Adjust bidding frequency & lookback window

• Investigate site traffic latency to inform Remarketing strategy


AdWords Attribution Modeling

• Understand the full contribution from each keyword

• Identify first-touch performers to co-ordinate SEO efforts

• Determine optimal attribution model

BingAds Website URL (publisher)

• Review specific partner performance

• Add campaign exclusions for specific partners

AdWords Campaign & Ad Group Details

• Audit settings & performance side-by-side

• Find low-hanging fruit account fixes

Report Use Cases


THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CA

MARCH 1-3, 2016

Documents

Underutilized Reports for 6 Frequently Asked Questions · #SMX #13B @Caitlin_Halpert “…over 89% of ad clicks are incremental.” –“Incremental Clicks Impact of Search Advertising”