DDWNE: Understanding Attribution Models & Audience Remarketing

Audiences & Attribution
Christi Olson, Microsoft Search Evangelist

Christi Olson
Search Evangelist, Bing | Microsoft
Professional Background
@ChristiJOlson
Introducing Roy:
May 8th, 2016
Boy Meets Girl
 Happily Ever After
Our Fur Kids:
Bella the Wunderpug
Elsa the Not-So-Mini Schnauzer

Agenda
EVOLUTION OF SEARCH
ATTRIBUTION
AUDIENCES & REMARKETING
@ChristiJOlson @BingAds #DDWNE

Evolution of Search
Cortana. Siri. Alexa.
Paid search is moving out of the search box and into the
fabric our lives. Bing is ready to power new personalized
searches across the devices of tomorrow.
2000
Query Search
Match Types
Text Ads
2010
Demographic Search
Day Parting
Language
2012
Mobile Search
Device Bidding
Location
2016
Voice Search
TOMORROW
Personalized Search
Actionable
Predictive
BEYOND
Artificial Intelligence
2013
Audiences
RLSA
1990
1st Search Engine

Evolution of Search

Evolution of Search
Future Voice Search
Calling Mechanic
Call Mechanic.
. . .
Personalized
Predictive
Actionable
“Recall on your 2009
Ford Edge, fire risk”
“Oil change due in
200 miles”
“$20 Jiffy Lube
oil change” Book now

Evolution of Search
Language in Search is Expanding
OLD SEARCH
Match type
Desktop
QueriesClicks
Product Driven
NEW SEARCH
Mobilized People-Driven
Actionable
Integrated
Localized
Predictive
Customized
Personalized

Like my family is expanding

See Search Compare Test Drive Purchase
The Path To Purchase Were Simple and Straight Forward

Attribution
Automotive Consumer Decision Journey
Multiple Touchpoints
See friends post
pictures of various
Volvo SUVs on
social media.
Search for “safest
vehicle reviews”.
Click organic listing.
Search for “best
family vehicle”.
Click paid listing.
Visit Volvo
website.
Notice Volvo
display ad on
Car and Driver.
See TV ad for Volvo
Summer Sales Event.
Search for “Volvo XC90”.
Click paid listing.
Visit Volvo
website. Find
local dealer.
Purchase
at dealership.

Attribution
First Click Attribution
Last Click Attribution
Top of the Funnel (TOFU)
Favors: Awareness & Acquisition
Most likely inefficient (low ROI)
Bottom of the Funnel (BOFU)
Favors: BRAND + Remarketing
Good Efficiency (High ROI)

Attribution
Last Click AttributionLast Non-Direct Click Attribution
Organic Non-Brand
PPC
Social Organic Branded
PPC
DirectNon-Brand
PPC
Removes LAST non-paid channel click
Same issues as last click

Attribution
Last Non-Direct Click AttributionPole-Based Attribution
Splits value (80%) to first & last clicks
Not good for long purchase cycles

Attribution
Pole Based AttributionRegression Based Attribution
Distributes across touch points
Similar TOFU issues

Attribution
Regression Based Attribution
Distributes across touch points
Similar BOFU issues

Attribution
Data-Driven Attribution
Regression Based Attribution
Unique to your business purchase cycle
High effort/work for you

Attribution
Which is the Perfect Attribution Model?
Paid Digital
Remove non-paid channels
and brand attribution goes
to last paid channel
before conversion
First / Last Click
The last of the first channel
clicked is awarded 100%
for the conversion
Data-Driven
Includes same level of
scoring – allocate value to
channel based on assists to
the final conversions

Attribution
Are you favoring TOFU or BOFU or neither?
Awareness
Consideration
Purchase

Online to Offline
Across Channels (Walled-Garden)
Across Devices

bit.ly/attributionmodels
bit.ly/attributiongap
20@ChristiJOlson @BingAds #DDWNE
More reading about Attribution:

Audience & Remarketing
A Shift in Digital Media
Towards Audience
“I don’t think it’s any secret that you’re
going to see a bloodbath in the next
12 months in digital… what’s happening
it’s all brand money… What brands are
moving to are finding an audience.”
- Shane Smith
Vice Media, CEO
Source: Digiday, Shane Smith interview, May 20, 2016

Yesterday’s Search
- Centric
Campaigns are structured
around
Reach audiences through
their
Product
products
keywords
People
people
activity
Tomorrow’s Search

Reaching Audiences
Behind Your Clicks
Expanded Toolset
Pages visited
Combination of pages visited
Pages not visited
Abandoned shopping carts
Referral URL
Duration of time since last visit
Keywords
Match Types

The value and benefits of remarketing
Remarketing in Paid Search can help you achieve a number of goals:
Drive actions that are
valuable to your business
Improve
your ROI
Upsell or cross-sell
to customers

Automotive Consumer Decision Journey
Multiple Touchpoints
Learn of various auto
brands though social.
Search for “safest
vehicle reviews”.
Click organic listing.
Search for “best
family vehicle”.
Click paid listing.
Visit Volvo
website.
Notice Volvo ad
in Car and Driver.
See TV ad for Volvo
Summer Sales Event.
Search for “Volvo XC90”.
Click paid listing.
Visit Volvo
website. Find
local dealer.
Purchase
at dealership.

Bid and Target
Include
+% Bid
Exclude
-% Bid
Layer
Audiences
Together

Re-thinking Campaign Structure
Product Ad Groups
Apparel PetsGarden

Re-thinking Campaign Structure
Ready
to buy
LoyalDisengaged
Abandoned Shopping
Cart within the last 7 days
No activity on site
in over 30 days
Made a purchase
within last 7 days
Increase Bids
Broaden Keywords
Product Landing Page
Increase Bids
Broaden Keywords
Create Promos
Decrease Bids
Exact Keywords
Remove Promos
People
Product Ad GroupsRemarketing Strategies

Extended Reach
Site Activity 1st & 3rd
Party Data
Ready
to buy
Disengaged Loyal Email lists
Salesforce
YouTube
Customer
Match

Audiences
How You Can Leverage Remarketing Lists
Messaging
Promotions
Financing
Maintenance/Repair
Keywords
Top of the Funnel
Refining the Funnel &
Congruent Customer
Journeys
Optimization
Bid Strategy

Create a messaging strategy based on where the
consumer is in their purchase journey
Think Do
See

User Visits your Website User Searches on Bing
How UET on Bing works
UID allow passing CRM data back to analytics
Bing
Audience
Google Analytics
and Bing UET
Bing
USER ID
Tag Manager &
UET Code
UID added
to Audience
Sends UID
to Analytics

Create Holistic
Audience Strategy
SEARCH
DISPLAY
EMAILS
FACEBOOK
LINKEDIN
SEARCH
DISPLAY
EMAILS
FACEBOOK
LINKEDIN

The Intersection of Audiences and Attribution
AttributionAudiences

Non-linearMulti-channel
PersonalizedLong term
Holistic
MessagingValue
Digital strategy Purchase path
Future Campaigns

Why advertise on Bing?
20.1%
U.S. search share1
%
% 32.8%
Bing Network
33%

Bing’s Unique Audience
Exclusive
Searchers
158M Global
56M U.S.
Exclusive
Opportunities
to Engage
3B Global Searches
2B U.S. Searches12% of U.S. search share is
exclusive to the Bing Network

Core Take Aways
• There is no perfect attribution model – but if you use last click attribution, make
sure you aren't de-valuing top of the funnel channels AND continue to feed your
funnel!
• Think of how you can track in dealership activities to tie them to digital
performance.
• Search has evolved beyond keywords & match types.
• Think beyond search when creating audience lists. Integrate data from other
channels like display and social media.

Share an important takeaway you received from this session
using hashtag #DD21 for a chance to win an iPad!
Contact
Info
Full Name: Christi Olson
Company: Microsoft, Bing Advertising
Job Title: Search Evangelist
Email: chriol@Microsoft.com
Twitter: @ChristiJOlson

DDWNE: Understanding Attribution Models & Audience Remarketing

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