underutilized reports for 6 frequently asked questions by caitlin halpert

#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


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

1.0

2.0

3.0

4.0

5.0

6.0

7.0

Top 10 Competitors(Bubble size = Impression share)

Competitor1.com Competitor2.com Competitor3.com Competitor4.com Competitor5.com YouCompetitor6.om Competitor7.com Competitor8.com Competitor9.com

Top of page rate

Avg

. Pos

ition


Competitor1.com

Competitor4.com

Competitor9.com

Competitor5.com

Competitor8.com

Competitor2.com

Competitor7.com

Competitor6.com

Competitor3.com

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

74%

79%

81%

83%

86%

86%

90%

90%

97%

26%

21%

19%

17%

14%

14%

10%

10%

3%

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

Competition Win Rate Your Win Rate

Position above rate


Competitor1

.com

Compe

titor3

.com

Competi

tor7.co

m

Competi

tor4.co

m

Competi

tor2.co

m

Competitor6

.omYou

Competi

tor5.co

m

Competitor

8.com

Compe

titor9

.com

0%

20%

40%

60%

80%

100%

120%

100%

80%74% 74%

60% 59%

41%

10%5%

0%

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

Top

of p

age

rate


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

20Total Number of Advertisers

Num

ber o

f Adv

ertis

ers


11/3/201411/17/2014

12/1/201412/15/2014

12/29/20141/12/2015

1/26/20152/9/2015

2/23/20153/9/2015

3/23/20154/6/2015

4/20/20155/4/2015

5/18/20155%

15%

25%

35%

45%

55%

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60 Impression Share vs. Top Competitors

Us Competitor 1 Competitor 2 Competitor 3 CPCs

Impr

essi

on S

hare


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

$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


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, CAMARCH 1-3, 2016

underutilized reports for 6 frequently asked questions by caitlin halpert

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