© 2008 eyeblaster. all rights reserved presented by: marco senftleben ● february 2009 channel...

© 2008 Eyeblaster. All rights reserved

Presented by: Marco Senftleben ● February 2009

Channel Connect 4 Search

© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved

Ganzheitliche

Kampagnen


Welcher Weg führt zur Conversion?

BUYBUY

SEARCHSEARCH

CLICKCLICK

Erwarteter Weg zur Conversion

INTERACTINTERACT

SEESEE

Tatsächlicher Weg zur Conversion


Search & Display — besser zusammen

Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions)

Die Vorteile liegen auf der Hand…

7x Display Only;3x Search Only

6x Display Only

Display Search Search & Display


getrenntgetrenntzusammenzusammen

Search & Display — besser zusammen

DisplayKampagne

DisplayKampagne

SearchKampagne

SearchKampagne

Ganzheitliche Kampagne

Ganzheitliche Kampagne

© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved

Vorteile


Was ist CC4S?

CC4S soll die Überschneiden von Search & Display aufzeigen. Das bedeutet:

Korrekte Conversion-Daten

Cross-Channel Einsicht

Path to Conversion Analyse

SEM-Tool unabhängig


</display_tag></search_tag></display_tag></search_tag>

Ein Conversion Tag für jeden Channel

</EB conversion _tag></EB conversion _tag>

Nur ein Universal Conversion Tag wird

für beide Channel benötigt

Wenn Search und Display separat getrackt werdenWenn Search und Display zusammen getrackt werden

Korrekte Conversion Daten(De-Duplizierung)

Cross-channel Kontakt

display

search

Eine Conversion

De-Duplizierung- Conversion wird korrekt im zuletzt genutzen Channel getrackt

Conversion wird fälschlicherweise in beiden Channeln getrackt


Cross-Channel Einsicht

Served Impressions

CTR Other Channel Impact Rate

ROI ROAS ($) Total Conversions

Click to Conversion Rate

Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

4,293

2,113

798

236

1,079

750

1,242

2,180

188Yahoo! UK

AOL Japan

MSN MX

Mind the Gap Int.

Turner / CNN

Fox News.com

MSN \ MSNBC

Display

Mind the Gap US

Campaign Type Campaign Publisher/SE Total Clicks

Search 7,132

Eyeblaster SE - Google 4,246

Google 4,246

Eyeblaster SE - Yahoo 2,886

Yahoo 2,886

Totals 11,425

Cross-Channel Overview Report

CTR ROI ROAS ($) Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Display

Campaign Type

Search

Totals

Search & Display —alles auf einmal!

CTR Other Channel Impact Rate

ROI ROAS ($) Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00Überschneidungen

beider Channel

CTR ROI ROAS ($) Total Conversions

Total Revenue ($) Total Profit ($)

249,414 2.86% 60.12% 30.41% 1.30 1,216 17.05% 32,770.00 7,642.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

149,501 2.84% 58.67% 25.60% 1.26 588 13.85% 17,280.00 3,522.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

99,913 2.89% 61.46% 36.24% 1.36 628 21.76% 15,490.00 4,120.00

537,523 0.80% 28.22% 16.25% 1.16 165 3.84% 5,450.00 762.00

266,215 0.79% 29.70% 6.62% 1.07 81 3.83% 2,720.00 169.00

67,931 1.17% 37.88% 2.35% 1.02 14 1.75% 480.00 11.00

50,714 0.47% 15.79% 21.91% 1.22 22 9.32% 740.00 133.00

147,570 0.73% 35.42% 1.69% 1.02 45 4.17% 1,500.00 25.00

271,308 0.80% 26.73% 27.75% 1.28 84 3.85% 2,730.00 593.00

168,906 0.44% 23.72% -15.95% 0.84 24 3.20% 780.00 -148.00

90,302 1.38% 34.68% 72.76% 1.73 48 3.86% 1,560.00 657.00

12,100 1.55% 21.80% 27.45% 1.27 12 6.38% 390.00 84.00

786,937 1.45% 44.17% 28.19% 1.28 1,381 12.09% 38,220.00 8,404.00

Zusammenführung von Search & Display Daten


Path to Conversion AnalyseEinblick in Vermarkter-Performance

€300

100%

100%

100%

20%

50%

33.33%

33.33%

€170

Conversion Analysis by Publisher (Entire Path)

Total Clicks Average Position in Path

ROI (*Entire Path) ROAS (*Entire Path) Total Occurrences Total Conversions (*Entire Path)


1,242 1.17 61.57% 1.62 234 86 6.92%

1,079 1.24 91.80% 1.92 502 194 17.98%

236 1.21 54.70% 1.55 268 72 30.51%

4,246 1.32 16.91% 1.17 656 427 10.06%

750 1.42 65.09% 1.65 746 252 33.60%

798 1.36 67.59% 1.68 303 146 18.30%

2,886 1.26 24.78% 1.25 699 195 6.76%

188 1.27 31.37% 1.31 195 9 4.79%

11,425 1.27 28.19% 1.28 3,603 1,381 12.09%Totals 786,937 1.45%

1.55%Yahoo! UK - Internal Marketing

12,100

Yahoo 99,913 2.89%

1.17%MSNBC 67,931

MSN MX 168,906 0.44%

2.84%Google 149,501

Fox News.com 50,714 0.47%

CNN Money - Turner 147,570 0.73%

Publisher

AOL Japan 90,302 1.38%

Served impression CTR

Conversion Analysis by Publisher (Last Ad)

Total Clicks ROI (*Last Ad) ROAS ($) (*Last Ad) Total Conversions (*Last Ad)


1,242 13.29% 1.13 48 3.86%

1,079 1.69% 1.02 45 4.17%

236 21.91% 1.22 22 9.32%

4,246 29.33% 1.29 588 13.85%

750 -13.36% 0.87 24 3.20%

798 2.35% 1.02 14 1.75%

2,886 36.24% 1.36 628 21.76%

188 27.45% 1.27 12 6.38%

11,425 28.19% 1.28 1,381 12.09%Totals 786,937 1.45%

Yahoo! UK - Internal Marketing

12,100 1.55%

Yahoo 99,913 2.89%

MSNBC 67,931 1.17%

MSN MX 168,906 0.44%

Google 149,501 2.84%

Fox News.com 50,714 0.47%

CNN Money - Turner 147,570 0.73%

CTR

AOL Japan 90,302 1.38%

Publisher Served impression

Conversion UmsatzAD 1

(Last Viewed) AD 2 AD3 AD4 AD5

Conversion 1 100 Google CNN Weather.com YouTube Yahoo Search

Conversion 2 100 Google CNN

Conversion 3 100 Google CNN Google

Conversion 4 100 Weather.com YouTube CNN Yahoo Search

Conversion 5 100 Yahoo Search Weather.com Google

33.33%


Path to Conversion AnalyseCross-Channel Strategie festlegen

Ad 4 Total Clicks CTR Percentage of Total Paths

Total Conversions

Total Revenue ($) Percentage of Total Revenue

Average time to Convert (Days)

Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Search

Search

Display

Display

Display

Search

Search Search 8,553

Search Only 75,244

80,357

Display 23,537Display

Display Search Search 23,983

Both 6,554

Exposure Group Ad1 (First Viewed)

Ad 2 Ad 3 Ad 5 Served Impressions

10,589

Display

Display Only

Search

Search

Display

Display

Search

Display

Search

Display

Display

Search

Display

Search

Search

Search

Display

Display

Search

Display

Search

Display

Display

Display

Search

Search

Display

Display

Display

Display

Display Display

Display

Display

Search 9,867

Search Search Search 33,452

Search Search Search 9,943

Search Search Search Search 13,429

20,468

19,203

16,862

7,974

12,781

8,994

11,682

29,236

28,656

21,226

7,691

Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Search Only

Display

Display

Both


Display Only

Display

Display

Search

Display

Search

Display

Display

Display

Search

Search

Display

Display

Search

Search

Search

Search

Cross-Channel SynergienNutzerverhalten verstehen durch Path to Conversion


Total Conversions

Total Revenue ($) Percentage of Total Revenue

Average time to Convert (Days)

Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00


Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Ad 4 Total Clicks CTR Total Revenue ($) Average Path Length

4,078 62.22% 69.32% 2,129 154,836.96 57.67% 10.59 2.53

406 1.69% 8.86% 272 20,975.34 7.81% 14.00 2.00

908 8.57% 6.35% 195 24,491.63 9.12% 7.00 1.00

Display 1,377 6.73% 0.13% 4 577.36 0.22% 10.00 4.00

Search 1,080 12.01% 0.13% 4 127.59 0.05% 10.00 4.00

Display 789 6.75% 0.10% 3 389.31 0.15% 9.00 4.00

Display 1,645 5.63% 0.10% 3 41.21 0.02% 19.00 4.00

Search 1,567 5.47% 0.07% 2 81.97 0.03% 7.00 3.00

Search 536 2.53% 0.03% 1 73.95 0.03% 4.00 4.00

Search 1,021 13.28% 0.00% 0 0.00 0.00% 26.00 4.00

6,482 8.07% 15.18% 466 55,751.64 20.77% 6.92 1.98

1,073 4.56% 6.55% 201 25,688.91 9.57% 5.00 2.00

1,270 6.61% 4.62% 142 16,204.92 6.04% 1.00 1.00

1,881 11.16% 3.71% 114 13,193.34 4.91% 10.00 3.00

Display 1,922 24.10% 0.23% 7 532.14 0.20% 24.00 4.00

Display 336 2.63% 0.07% 2 132.33 0.05% 27.00 5.00

2,206 2.93% 15.50% 476 57,890.47 21.56% 8.53 1.98

364 4.26% 7.39% 227 30,859.82 11.49% 4.00 2.00

127 1.29% 4.62% 142 19,067.39 7.10% 1.00 1.00

530 1.58% 2.77% 85 7,220.56 2.69% 18.00 3.00

Search 1,046 10.52% 0.59% 18 719.97 0.27% 4.00 4.00

Search 139 1.04% 0.13% 4 22.73 0.01% 26.00 5.00

Search

Search

Search

Display

Display

Display

Search

Search Search

Search Only

Display Display

Display Search Search

Both


Ad 2 Ad 3 Ad 5

Display

Display Only

Search

Search

Display

Display

Search

Display

Search

Display

Display

Search

Display

Search

Search

Search

Display

Display

Search

Display

Search

Display

Display

Display

Search

Search

Display

Display

Display

Display

Display Display

Display

Display

Search

Search Search Search

Search Search Search

Search Search Search Search


SEM-Tool unabhängig

Dart Search

Atlas Search

Freie AuswahlSEM Tool wird aufgezwungen


Wie funktioniert es?Setup Prozess

1. Advertiser, Suchmaschine, Username and Passwort eingeben

1. Advertiser, Suchmaschine, Username and Passwort eingeben

2. Search Kampagne auswählen und “Finish” anklicken

2. Search Kampagne auswählen und “Finish” anklicken


DANKE!

© 2008 eyeblaster. all rights reserved presented by: marco senftleben ● february 2009 channel...

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