Improving SEM Results through Multi-Channel Conversion Attribution - Kenshoo Webinar
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The document discusses the significance of multi-channel conversion attribution in enhancing search engine marketing (SEM) strategies, featuring a case study involving Accor's use of various attribution models to optimize their advertising efforts. It highlights how different attribution models, like last-click and u-shaped, impact the evaluation of marketing channels and their contributions to conversions. Ultimately, the findings suggest that adopting a holistic, multi-channel approach can yield better ROI and inform budget allocation decisions.
![[Daniel Morgan]
Head of Search
Accor
Presenters [Ariel Rosenstein]
Director of Marketing
Research
Kenshoo
[Yossi Synett]
Research Analytics
Team Lead
Kenshoo
Kenshoo: Proprietary and Confidential Information | 3](https://image.slidesharecdn.com/improvingsemresultsthroughmulti-channelconversionattribution-kenshoowebinar-121129092113-phpapp02/85/Improving-SEM-Results-through-Multi-Channel-Conversion-Attribution-Kenshoo-Webinar-3-320.jpg)
Improving SEM Results through Multi-Channel Conversion Attribution - Kenshoo Webinar
- 1. Improving SEM Results through Multi-Channel Conversion Attribution November 2012 Sponsored by Kenshoo: Proprietary and Confidential Information |
- 2. Webinar information Webinar Information Audio instructions • Listen via computer speakers or dial into the conference call using numbers in email from gotowebinar@citrixonline.com Still can’t hear audio? Tell us please! Kenshoo: Proprietary and Confidential Information | 2
- 3. [Daniel Morgan] Head of Search Accor Presenters [Ariel Rosenstein] Director of Marketing Research Kenshoo [Yossi Synett] Research Analytics Team Lead Kenshoo Kenshoo: Proprietary and Confidential Information | 3
- 4. Importance of Multi-Channel Approach History of Attribution Agenda Reinvestment = Attribution Types of Attribution Models Viewing Data Via Different Models Accor Case Study Choosing the Right Model Kenshoo: Proprietary and Confidential Information | 4
- 5. About Kenshoo ✔Controlled Automation ✔Algorithmic Optimization ✔Holistic Attribution ✔Infrastructure Integration ✔ Kenshoo: Proprietary and Confidential Information | 5
- 6. Kenshoo.com/ForresterWave Forrester Wave™: Bid Management Software Providers, Q4 '12 The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Kenshoo: Proprietary and Confidential Information | 6
- 7. Importance of Multi-Channel Approach Kenshoo: Proprietary and Confidential Information | 7
- 8. More important now, more than ever 1996 2011 20 millions U.S. internet users 245 millions U.S. internet users Average usage: 30 minutes/month Average usage: 27 hours/month Top rated TV show Top rated TV show Sunday Night Football ER 10.7% of household per average 35% of household per average week week 92% of surfers use a search engine Average Facebook user 15.5 hours/month on site Video game usage matures Average gamer is 32 years old 2 out of 5 gamers are female Source: OnlineUniversity.net Kenshoo: Proprietary and Confidential Information | 8
- 9. Increased mobile activity but results differ by device Kenshoo Aggregate U.S. Client Metrics Q3 2012 COMPUTER PHONE TABLET CLICKS 79% 11% 10% AD SPEND 87% 6% 7% CPC $0.48 $0.23 $0.31 CONVERSIONS 91.72% .061% 8.67% Kenshoo: Proprietary and Confidential Information | 9
- 10. Search engines performance varies QUARTERLY U.S. SEARCH ENGINE AVERAGE CLICK-THROUGH RATES 1.80% 1.61% 1.56% 1.60% 1.49% 1.49% 1.40% 1.25% 1.18% 1.20% 1.09% 1.08% 1.10% 1.03% 1.01% 1.00% 0.89% 0.80% 0.60% 0.40% 0.20% 0.00% Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Google Yahoo Bing Network Source: Kenshoo Global Search Advertising Trends, © 2012, Kenshoo, Inc. Kenshoo: Proprietary and Confidential Information | 10
- 11. Search engines’ performance varies QUARTERLY U.S. SEARCH ADVERTISING RETURN ON AD SPEND BY SEARCH ENGINE 1.27 1.30 1.29 1.24 1.23 1.20 1.14 1.04 1.05 1.00 0.99 0.96 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Google Yahoo Bing Network Source: Kenshoo Global Search Advertising Trends, © 2012, Kenshoo, Inc. Kenshoo: Proprietary and Confidential Information | 11
- 12. Facebook makes customers reachable at all times of day CONVERSIONS BY TIME OF DAY (FACEBOOK) 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% Source: Kenshoo Social DSP partners Kenshoo: Proprietary and Confidential Information | 12
- 13. History of Conversion Attribution Kenshoo: Proprietary and Confidential Information | 13
- 14. The early days of PPC a company 2003 Yahoo! buys Overture 2002 AdWords goes to PPC Model Kenshoo: Proprietary and Confidential Information | 14
- 15. The assumption: One Conversion = One Click Kenshoo: Proprietary and Confidential Information | 15
- 16. Discovering the need for conversion attribution Blue T-Shirt Red T-Shirt Green T-Shirt XL Size Great Prices Great Prices T-shirt.com Available T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 Last-Click Attribution Model: • Solves conversion duplication issue • Assumes last click is most important Kenshoo: Proprietary and Confidential Information | 16
- 17. Reinvestment = Conversion Attribution Kenshoo: Proprietary and Confidential Information | 17
- 18. Reinvestment based on data Forecasting & Scenarios Bid Algorithm Configuration Mgmt Algorithm Selection Geographies Targeting Devices Mgmt Sites and Content Campaign Structure Campaign Ad Copy & Testing Management Keyword Selection Attribution Model Data Management & Mutli-Channel Data Connections Integration Mutli-Source Data Reconciliation Kenshoo: Proprietary and Confidential Information | 18
- 19. GroovyTravel.com investment strategy (with Last-Click attribution) £1,500.00 cheap flights to Mexico GroovyTravel.com £800.00 Revenue Investment £1000 £600 Total ROAS = 1.88 Revenue £500 Investment £200 ROAS = 0.83 ROAS = 5 Kenshoo: Proprietary and Confidential Information | 19
- 20. GroovyTravel.com investment strategy (with Last-Click attribution) cheap flights to Mexico GroovyTravel.com £980.00 £600.00 Revenue £800 Investment £200 Total ROAS = Intended 1.63 Investment £600 Revenue £180 Actual Investment £400 ROAS = 0.9 ROAS = 2 Kenshoo: Proprietary and Confidential Information | 20
- 21. GroovyTravel.com path to conversion cheap GroovyTrav flights to £50 el.com Mexico cheap flights to £450 Mexico cheap GroovyTrav flights to £900 el.com Mexico GroovyTrav £100 el.com Kenshoo: Proprietary and Confidential Information | 21
- 22. GroovyTravel.com investment strategy (with Distribute-Evenly attribution) £1,500.00 cheap flights to Mexico GroovyTravel.com £800.00 Revenue £925 Revenue £575 Total ROAS = 1.88 Investment Investment £600 £200 ROAS = 1.54 ROAS = 2.88 Kenshoo: Proprietary and Confidential Information | 22
- 23. GroovyTravel.com investment strategy (with Distribute-Evenly attribution) £1,800.00 cheap flights to Mexico GroovyTravel.com £1,100.00 Total ROAS = 1.64 ROAS = 1.38 ROAS = 2.33 Kenshoo: Proprietary and Confidential Information | 23
- 24. Types of Attribution Models Kenshoo: Proprietary and Confidential Information | 24
- 25. Attribution Models: Last-Click Blue T-Shirt Red T-Shirt Green T-Shirt XL Size Great Prices Great Prices T-shirt.com Available T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 Industry Default Model Kenshoo: Proprietary and Confidential Information | 25
- 26. Attribution Models: Linear Blue T-Shirt Red T-Shirt Green T-Shirt XL Size Great Prices Great Prices T-shirt.com Available T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 5% 10% 25% 60% Attribution Models Linear U-Shaped Distribute-Evenly Single Click Only (First or Last) Kenshoo: Proprietary and Confidential Information | 26
- 27. Attribution Models: Non-Linear Blue T-Shirt Red T-Shirt Green T-Shirt XL Size Great Prices Great Prices T-shirt.com Available T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 40% 10% 10% 40% Attribution Models Linear U-Shaped Distribute-Evenly Single Click Only (First or Last) Kenshoo: Proprietary and Confidential Information | 27
- 28. Attribution Models: Distribute-Evenly Blue T-Shirt Red T-Shirt Green T-Shirt XL Size Great Prices Great Prices T-shirt.com Available T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 25% 25% 25% 25% Attribution Models Linear U-Shaped Distribute-Evenly Single Click Only (First or Last) Kenshoo: Proprietary and Confidential Information | 28
- 29. Attribution Models: Single Click Only (First or Last) Blue T-Shirt Red T-Shirt Green T-Shirt XL Size Great Prices Great Prices T-shirt.com Available T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 0% 0% 0% 100% Attribution Models Linear U-Shaped Distribute-Evenly Single Click Only (First or Last) Kenshoo: Proprietary and Confidential Information | 29
- 30. Last Click Attribution Undervalues FB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • Last Touch 20% 40% 60% 80% 100% Kenshoo: Proprietary and Confidential Information | 30
- 31. Last Click Attribution Undervalues FB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • Prefer Last • Last Touch 20% 40% 60% 80% 100% Kenshoo: Proprietary and Confidential Information | 31
- 32. Last Click Attribution Undervalues FB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • U-Shaped • Prefer Last • Last Touch 20% 40% 60% 80% 100% Kenshoo: Proprietary and Confidential Information | 32
- 33. Last Click Attribution Undervalues FB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • Distribute Evenly • U-Shaped • Prefer Last • Last Touch 20% 40% 60% 80% 100% Kenshoo: Proprietary and Confidential Information | 33
- 34. Last Click Attribution Undervalues FB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • Prefer First • Distribute Evenly • U-Shaped • Prefer Last • Last Touch 20% 40% 60% 80% 100% Kenshoo: Proprietary and Confidential Information | 34
- 35. Last Click Attribution Undervalues FB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • First Only • Prefer First • Distribute Evenly • U-Shaped • Prefer Last • Last Touch 20% 40% 60% 80% 100% Kenshoo: Proprietary and Confidential Information | 35
- 36. Case Study: Major US Retailer Interplay between search & social channels 20% of all conversion paths showed ad clicks from more than one channel (search and social) • Over 1/3 had brand queries in the path to conversion • Consumers discover brand on FB and then search for it by name Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths Kenshoo: Proprietary and Confidential Information | 36
- 37. Viewing Data via Different Models Kenshoo: Proprietary and Confidential Information | 37
- 38. Considering multiple channels using Kenshoo Attribution Model Simulator ROI – Display 2.29 • Leading US pet supply cataloger using last-click attribution 2.31 • Brought data from various channels 2.24 (email, CSE, display) into Kenshoo Total • Using Kenshoo Attribution Model 2.47 Simulator, saw best and worst case ROI for each channel under different models 2.12 • Determined which model was best fit by seeing how different channels would 2.27 benefit or lose from changing models 1.90 2.00 2.10 2.20 2.30 2.40 2.50 U Shape Prefer First Prefer Last First Only Last Only Divide Equal Kenshoo: Proprietary and Confidential Information | 38
- 39. Case Study: Moving away from Last-Click U.S. national service center chain increases ROI by changing attribution model following a multi-model attribution analysis Key Lessons Different regions have different behaviors Last-Click model was holding back potential new to file customers Prefer last model better allocated money Kenshoo: Proprietary and Confidential Information | 39
- 40. 82% Increase in Revenues Year-on-Year using Kenshoo’s U-shaped Model (Generic Keywords Jan-Mar 2011 Vs 2012) Kenshoo: Proprietary and Confidential Information |
- 41. About Accor Present in 92 countries, with more than 3,500 hotels and 440,000 rooms, Accor’s brands offer hotel stays tailored to the specific needs of each business and leisure customer. 41
- 42. Introduction • Accor Group began working with Kenshoo in April 2011 • Accor run paid search campaigns across all 13 brands in over 80 countries on the Kenshoo Platform • In combination with Kenshoo, Accor use 2 other tracking softwares – TARS & Xiti • Campaigns are optimised using Kenshoo data but internal reports continue to use TARS 42
- 43. The Rest of Online Media Above- Search the-Line Engines Media 43
- 44. • The user clicks on an Accor Search Paid Search Ad Engine • They arrive on the Accorhotels.com site and On-Site search for a hotel – No Search Reservation • They then access the Brand Reservation website directly AND Reserve No Internal Sales on Sister Attribution site 44
- 45. Accor Turns to Kenshoo for a Solution... Partners/Affil; 5% Maps; 4% Other Search Campaigns, 8% Cross-site Conversions attributed as Direct SEA "Direct Entry" Sales, 66% internally, 18% What we found • Cross site conversion - SEA is directly affecting the direct access of all Accor’s websites • Maps , Affiliation, Email -The more we spend on SEA the higher our revenues 45
- 46. No more conspiracy theories… 40% U-Shaped Model - attributes greater value 6.7% to the first and last clicks in the path with 6.7% both the starting and the closing keywords 6.7% getting the same credit regardless of the 40% length of the conversion path. What we found: • Generic affects brand – 10% of Brand sales started searches on generics • Brand affects generic – Surprisingly 20% of brand searches generated generic clicks • Brand affects other brand – Multiple Accor Brand Searches e.g. ibis then etap,then accor • Generic affects generic – From broad searches to long tail e.g. “hotel paris” TO hotel “paris with pool, excepts cats” 46
- 47. Optimisation becomes easier… No need to spend in hope - Accor can optimise campaigns by pausing any keywords or campaigns that do not contribute to any conversion. But the next challenge is to see if those campaigns that don’t covert have a positive affect outside the cookie period? 47
- 48. Developing an online relationship is key… Success still heavily relies upon generating awareness, which at the moment Search does not do well! 48 48
- 49. The Results Accor’s Search Team can justify higher spend on paid search Comparing the period from 1st January 2011 to 31st March 2011 when Kenshoo tracking had not been implemented, to the same period in the year 2012: • 82% increase in revenues • Only 36% increase in spend • 14% increase in revenues across all other channels • 33% increase from brand terms 49
- 50. How to choose the right model Kenshoo: Proprietary and Confidential Information | 50
- 51. Attribution Model Simulation: Inform your investment decisions Track activity across multiple channels Gain target and keyword-level insight including contribution in the conversion path Empower strategic decisions for budget allocation, bid management, and keyword selection Kenshoo: Proprietary and Confidential Information | 51
- 52. Get insights • Any single model will only show a single viewpoint, compare different models for the most comprehensive view • Lower costs by pruning ads/keywords that have no touch-points in any conversion attribution model • Expand assisting keywords to find new traffic generators and widen you market reach • Don’t miss the forest for the trees, apply real world categories and use your own business logic to make attribution model decisions Kenshoo: Proprietary and Confidential Information | 52
- 53. Download the full whitepaper Kenshoo.com/ConversionAttributionWhitepaper Kenshoo: Proprietary and Confidential Information | 53
- 54. The Yahoo! Bing Network is a must-buy Excerpt from Kenshoo GLOBAL SEARCH ADVERTISING TRENDS, October 2012 Edition “…with YBN consistently delivering better ROAS… the new imperative for marketers is, at the very least, to be active on YBN, if not make it the first place resources are allocated and maximized. Kenshoo: Proprietary and Confidential Information | 54
- 55. Thank you webcast@kenshoo.com Kenshoo: Proprietary and Confidential Information | 55
Editor's Notes
- #15: 2 main platformsGoto (later overture) powered most non-google search engines paid ad results until they were acquired by Yahoo in 2003. Google introduces Adwords but uses CPM model for big advertisers. In 2002 adwords shifts to PPC model and becomes widely accessible.Voiceover/NotesGoTo offers advertisers the option of bidding to appear at the top of results in response to specific searches. The bid amount was paid by the advertiser to GoTo every time a searcher clicked on a link to the advertiser’s website. By July 1998, advertisers were paying up to a dollar per click. Drawing inspiration from Goto.com, Google launches AdWords with 350 customers. AdWords allows businesses to place advertisements in boxes next to search results.
- #19: Data is the base of the pyramid which holds up the campaignsAll strategic decisions in Paid Search are based on data
- #52: Attribution Models Simulation report is a profile-level scheduled report providing a holistic cross-channelview of key performance indicators for the different attribution models supported in KenshooIdentify non-performing keywordsIdentify the role of each keyword in the conversion pathShow performance for the existing 6 attribution modelsDifferentiate between keywords and ad groups driving awareness and those driving intent and conversionsCharts:Attribution Model by ChannelKeyword Data — P2C Contributions & Click ContributionsZero-performing keywords