My 20 minute presentation from the IAB Search event on 15th June 2012.

1. 3 things to start this afternoon to improve your paid search
Jonathan Beeston | Director, New Product Innovation | @searchbeest | jbeeston@adobe.com
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2. 3 things to start this afternoon to improve your paid search
1
@adobedigmktg
Test new ad formats
Act differently for different devices
2
3 Attribute and optimise
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3. @adobedigmktg
Test new ad formats
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4. The pace of change @adobedigmktg
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5. The pace of change @adobedigmktg
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6. Google media ads @adobedigmktg
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7. Google media ads @adobedigmktg
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8. Bing rich ads @adobedigmktg
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9. Google product listing ads @adobedigmktg
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10. Key takeaways @adobedigmktg
You can’t test them all and you shouldn’t try.
Pick opportunities that fit with broader strategy.
Test well (time and budget).
Test properly (who is your stats genius?).
Repeat. Learn from mistakes. Improve process.
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11. @adobedigmktg
Act differently for different devices
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12. Non-desktop traffic is increasing… @adobedigmktg
100%
95%
90%
85%
Tablet
80%
Mobile
75% Desktop
70%
65%
60%
Impressions Clicks Cost Orders
Last click attribution, UK retailer
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13. …but behaves differently @adobedigmktg
100%
90%
80%
70%
Share of conversions
60%
Product
50%
Generic
40% Brand
30%
20%
10%
0%
Desktop Mobile Tablet
Last click attribution, UK retailer
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14. What do consumers want at the time? @adobedigmktg
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15. Get your mobile experience right @adobedigmktg
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16. Key takeaways @adobedigmktg
Always separate campaigns for mobile and tablet.
Bid dynamics of campaigns will be different.
Think about when/where/what for ad copy.
Get the mobile experience right.
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17. @adobedigmktg
Attribute and optimise
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18. Keys to attribution @adobedigmktg
1 Unified Measurement
Measure user interaction with all media channels
2 Attribution and Analyse
Model how different factors contribute
to conversion and relate to one another
3 Optimise
Allocate media spend based on cross-channel models
to maximise performance
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18
@adobedigmktg

19. Channel Analysis: Example @adobedigmktg
DISPLAY + SEARCH
Source: Leading US Retailer, 2011
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20. Keys to attribution @adobedigmktg
1 Unified Measurement
Measure user interaction with all media channels
2 Attribution and Analyse
Model how different factors contribute
to conversion and relate to one another
3 Optimise
Allocate media spend based on cross-channel models
to maximise performance
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
20

21. Attribution models @adobedigmktg
“All Models Are Wrong. George Box
Statistician
Some Are Useful.” Emeritus Professor
University of Wisconsin
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21

22. Event attribution models @adobedigmktg
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23. Keys to attribution @adobedigmktg
1 Unified Measurement
Measure user interaction with all media channels
2 Attribution and Analyse
Model how different factors contribute
to conversion and relate to one another
3 Optimise
Allocate media spend based on cross-channel models
to maximise performance
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
23

24. Attribution + optimisation: example @adobedigmktg
Efficient Frontier: First vs Last Click
$90,000
$80,000 LAST
$70,000 FIRST
$60,000
Revenue
$50,000
$40,000
$30,000
$20,000
$10,000
$0
$0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000
Spend
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25. Key takeaways @adobedigmktg
Unify measurement across all channels.
Don’t expect the Holy Grail, start with any cup!
Attribution isn’t about reporting. Optimise.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25

26. 3 things to start this afternoon to improve your paid search
1
@adobedigmktg
Test new ad formats
Act differently for different devices
2
3 Attribute and optimise
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27. @adobedigmktg
facebook.com/AdobeDigitalMarketing
@adobedigmktg
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