Presentation by Marta Turek (@mturek), Search Marketing Strategist at Enquiro, at the Vancouver SEM Meetup.

1. Double Edged Sword of PPC MeasurabilityFrom Marta Turek’s Presentation at the Vancouver SEM Meetup

2. The Challenge “Measuring ROI is the biggest challenge for those managing paid search campaigns in the eyes of both companies and agencies”State of Search Engine Marketing Report 2010in association with SEMPO

4. Which ‘trackable’ channel gets credit for the sale?Email Outdoor Advertising Direct Visit Paid Search Banner ad

6. Model makes sense from a marketer’s perspective

7. B2B purchase decision is non-linear process involving multiple interactionsSource: The BuyerSphere Project

8. Marketing Attribution is Essential Search Convert Video Mobile Offline Social Media Customers interact with multiple channels…both online & offlineand with different media across channels

9. Marketing Attribution is Essential Roughly 60% of Sales Attributed to Last Touch had at least one other campaign interaction Online retailer: buyers interacted with average 3.9 campaigns High value customers: interaction increased to 7.4 campaigns Consumption + impact of online media is interrelated with other media Long sales cycles mask the impact of first clicks Source: Coremetrics 2009

10. Consequences of NOTGetting it Right Marketing overspends/under spends Unhealthy tension among marketing managers Misguided investment (people & dollars) for budgeting/forecasting Impacts credibility of PPC

11. Not Convinced by SEM:YouSendIt Case Study Perceived as an ineffective channel Significant marketing investment with no measurable yield Branded is the only traffic that converts Lack of proper metrics

13. Branded terms are FINITE

14. Branded conversions are impacted by non-branded termsConversion rate dropped from 15% to 10% 3500 to 1500 Conversion to order increased to 2.3 from 1.8 52 to 36 sales

15. Opportunity Cost of PPC Reduced new visitors to site organically by 3% YouSendItlost a significant amount of overall share of voice (5-20%) for top 6 keywords when pausing SEM Lost BRANDED traffic to competitors

16. Road Blocks to Attribution Politics Trumps Data-Driven Insights Limited Expertise Limited Technology & Data Disjointed Marketing Efforts Difficulty or Failure to Measure Marketing Channels Can’t Afford It No Time

18. Look back 30 days from conversion eventNEW

19. THANK YOU!Discussion/Questions?

20. Enquiro Hiring Experienced PPC Search Marketing Strategist Minimum 2 years Experience: Developing, Implementing and Maintaining Paid Strategies & Recommendations Analyzing & Applying Response Data Proficiency Navigating Search Analytics Tools Come Speak to Me to Discuss Further http://www.enquiro.com/about/careers.php