First click. Last click. Linear. Reverse decay. Linear reverse decay…everyone accepts that attribution is a necessary consideration in analytics, but no one seems to be able to crack the code. There are countless ways to attribute revenue, yet the major analytics systems stick with the traditional last entry. The reality is that we, they, you, I, don’t know the right answer. One thing is for sure: we should pay attention to the funnel of clicks leading to an event because there are generic, upper funnel terms driving clicks on more product specific and branded terms which lead to sales. But how many clicks are relevant and what key performance indicators should we use to keep the account in check? To answer the first part of this question, we compiled a data set from 40 etailers across multiple verticals. To keep things consistent, we used an industry standard cookie window of 30 days. The result: 93% of purchases occur within 3 clicks when respecting the 30 day window. … [Read more...] about Adwords Conversion Funnels & Attribution Models: Can They Work Together?
Performance attribution formula
“Am I profitable?” It’s a question every PPC account manager is asked, but it’s also a question many account managers struggle with answering. As an agency owner, I make sure our entire team develops a fluency with these essential ROI formulas. PPC marketers aren’t necessarily statistics wizards or mathematically oriented by nature. I’m not—that’s for sure. While understanding AdWords and the pay-per-click auction process at a deep technical level is crucial to the success of any campaign, understanding a business’s financial metrics is just as important—if not more so. Moreover, the better you can explain these sorts of financial metrics to your clients the better you will look, the better your clients’ campaigns will perform, and the longer you’ll be able to retain your clients’ business. Formula #1: Determining ROAS The difference between ROAS (return on ad spend) and ROI (return on investment) is whether … [Read more...] about ROI Formulas Every PPC Manager Needs to Know
Content Marketing has been remarkably exposed over marketers’ activities the last couple of years. However, companies seem to struggle upon the development of profitable content marketing strategies. That specific kind of content which takes into account both users and search engines in order to build high rankings in the search engine result pages and engage buyers with the brand.In my previous post regarding the fundamentals of content marketing I attributed a definitive definition to content marketing. Content marketing could be defined as a pull rather than push marketing process that resides on owned or earned media which makes people aware of how to solve their problems with ultimate goal to attract, acquire and engage a clearly defined and understood target audience.” It is worth saying that the content marketing community has already embraced the social part of this field and shares valuable blog posts and online articles, so everybody can find useful information … [Read more...] about The Definitive Content Marketing Formula
On February 19th DDMA & IAB Nederland hosted their second annual Friends of Search event in Amsterdam, following a very successful Epic Friends of Search last year. I had a great time, and decided to reach out to some of the speakers for a followup epic event review. This was the biggest search event held in the Netherlands with 350 attendees and sold out a month before the event. It was also very successful on Twitter with over 731 tweets from the attendees using the #FOS15 hashtag which also reinforces the impact of having a simple conference hashtag if you want engagement. There was also 198 awesome photos the DDMA team had taken during the event that you can view here. The Friends of Search team even produced a fun little event review summary clip with some of the highlights from the FOS15 event, which is also a great teaser for their 2016 event. [youtube https://www.youtube.com/watch?v=q0DQi2U7CXk&w=560&h=315] There were a number of great speakers and six of them took … [Read more...] about Exclusive Insight From 6 Speakers
Digital marketers are under tremendous pressure at the moment to produce results with their marketing budgets. Gone are the days where a business just threw money at something and no care about the result. Instead we are in a world where every campaign needs evaluating to understand how it is performed against other marketing channels. The first part of this article will help you understand how ROI is calculated. Then the second part looks at how to predict traffic. The final part will bring everything together to understand how predict what ROI will be achieved as a result of implementing an SEO fix. What Is ROI and How To Calculate It ROI is a metric used to measure how much was gained vs what effort was put in. It’s a metric that highlights which campaigns have performed best. Marketing & Digital Marketing managers want to be about to know if they spend X, then how much are they going to get in return 2X, 3X. The formula for ROI is simple: ROI = (Increase from Campaign … [Read more...] about How to predict ROI for SEO fixes