metrics not mystics - point it · 2. @point_it @nataliebarreda | #ppc. housekeeping . additional...

@point_it @nataliebarreda | #ppc

Metrics not MysticsPrediction Free Data Strategies for Post-Holiday PPCNatalie Barreda @nataliebarreda

@point_it @nataliebarreda | #ppc@point_it @nataliebarreda | #ppc2

Housekeeping

Additional Q&A addressed at the end of session

A link to view a recorded version of the webinar will be emailed within 48 hours

Raise your hand if you are having technical difficulties

Hide the chat window

Submit question via chat

@point_it @nataliebarreda | #ppc@point_it @nataliebarreda | #ppc

Tweet along!

3

#PPC@Point_It @NatalieBarreda


About Point It

4

World-Class Clients

Our Services


About the Presenter

5

Natalie BarredaSenior Paid Search ManagerPoint It Digital Marketing

@point_it @nataliebarreda | #ppc@point_it @nataliebarreda | #ppc6

Table of Contents

Where to start in 20171 DIY Data Manipulation4

What Metrics Inform Strategy?2 Future Seasonality5

Actionable Reports3 6 Taking Action


Where to Start in 2017

7


Holiday Paid Search Sales Soar

says…

45%YoY


What Metrics Inform Strategy

9


Revenue

CVR

ROI

CPC

CTR


10

• Increased search traffic• Increased overall volume

to capture data in:• Mobile• Audiences• Site behaviors


Increased Revenue


11

• Learn about how people convert:• On different devices• On different landing pages• What’s the path to conversion?


Refresh your understanding of who your customer is and what

they buy regularly.

12


Actionable Reports

13


Google AdWords → Tools → Attribution

Insightful Reports

14


Device Paths

15


Top Paths

16


DIY Data Manipulation

17


Download data from start of holiday to end, segmented by week

18

STEP 1:


Learn About Your Audiences

19

• Review remarketing audience performance & implementbid modifiers

• Identify opportunities to build more granular remarketing audiences

• Review demographic data & implement bid modifiers

HOT TIP:RLSA Conversion

Non-RLSA Conversion

↓Starting bid modifier


Evaluate Device Performance

20

• Is it worth testing breaking out campaigns by device type?• How beneficial would it be to provide specialized messaging

for mobile?

$$


Analyze Messaging Performance

21

• What kind of promotions resonated best with converters?

• Did RLSA converters prefer different messaging than non-RLSA converters?

HOT TIP:ConversionsImpressions


Future Seasonality


Do you know when your audience is shopping?

Future Seasonality

23

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Typical E-Commerce Seasonality

President’s Day



Future Seasonality

24



Post Tax Day

President’s Day



Future Seasonality

25



Memorial Day

Post Tax Day

President’s Day



Future Seasonality

26



Back to School

Memorial Day

Post Tax Day

President’s Day



Future Seasonality

27



Back to School

Memorial Day

Post Tax Day

President’s Day

Holiday Season


HOT TIPYou have data, use it!

28


Take Action

29


Inform Evergreen Strategy

Take Action

30

Adjust RLSA, Device &

Demographic Bid Modifiers

Break Out Remarketing Audiences

Provide Intent-Specific Messaging

Allocate Budget Towards 1st Stop On The Conversion Path


Inform Future Seasonality

Take Action

31

Set Baseline For Bid Modifiers

Proactively Target Audiences & Demographics

Gauge When To Push Promotions & Landing Pages

Live

Determine Which Promotions Are Most Worthwhile

To Support


You’re in the business of making smart decisions, so use your data

wisely.

32


Questions?

A link to view a recorded version of the webinar will be emailed within 48 hoursi

WHAT’S NEXT: Fine Point: Digital Marketing Podcast


Thank You

www.pointit.com

metrics not mystics - point it · 2. @point_it @nataliebarreda | #ppc. housekeeping . additional...

Documents