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Bury The Last Click and Move On 
#thinkppc 
PPC Attribution: 
& HOSTED BY:
#thinkppc 
Presenters 
• Cassie Oumedian 
– Senior Digital Specialist at Hanapin 
Marketing. 
– @cass_oumedian 
• Michael ...
#thinkppc 
Join the conversation 
• Include the hashtag #thinkppc in your 
Twitter tweets. 
Or use the webinar question bo...
#thinkppc 
Live Poll Question #1 
How long have you been in PPC? 
#thinkppc 
A. Less than 1 year 
B. 1-3 years 
C. 3-5 yea...
#thinkppc 
Live Poll Question #2 
How do you manage your account(s)? 
#thinkppc 
a) I manage it myself. 
b) I’m part of a ...
#thinkppc 
The Last Click Problem 
Game of (Last Click) Thrones.
#thinkppc 
The Last Click Problem 
It worked in 1995.
#thinkppc 
The Last Click Problem 
In 2015? Not so much.
#thinkppc 
The Last Click Problem 
But still we insist on: 
Last click reporting 
Last click platforms 
Last click mark...
#thinkppc 
The Last Click Problem 
Need proof? 
Path Length report in Google Analytics.
#thinkppc 
The Last Click Problem 
Path Length Report.
#thinkppc 
The Last Click Problem 
Path Length Report.
#thinkppc 
The Last Click Problem 
Top Conversion Paths.
#thinkppc 
The Last Click Problem 
Top Conversion Paths.
#thinkppc 
The Last Click Problem 
You’re probably missing mobile.
#thinkppc 
The Last Click Problem 
What does it mean? 
Last click can’t possibly credit decision-making 
Last click give...
#thinkppc 
Choosing An Attribution Model 
Model Comparison Tool.
#thinkppc 
Choosing An Attribution Model 
Last Click.
#thinkppc 
Choosing An Attribution Model 
Last Click 
Last click can’t possibly credit decision-making 
Last click gives...
#thinkppc 
Choosing An Attribution Model 
First Click.
#thinkppc 
Choosing An Attribution Model 
First Click 
First click can’t possibly credit decision-making 
First click to...
#thinkppc 
Choosing An Attribution Model 
Linear.
#thinkppc 
Choosing An Attribution Model 
Linear 
Linear givens equal credit to each piece of the funnel 
Linear the par...
#thinkppc 
Choosing An Attribution Model 
Time Decay.
#thinkppc 
Choosing An Attribution Model 
Time Decay 
Benefits long decision making process with heavy research 
Lead Ge...
#thinkppc 
Choosing An Attribution Model 
Position Based.
#thinkppc 
Choosing An Attribution Model 
Position Based 
Works well with ecommerce accounts 
Provides more accurate dec...
#thinkppc 
Choosing An Attribution Model 
Custom Models.
#thinkppc 
Choosing An Attribution Model 
Custom Models.
#thinkppc 
Choosing An Attribution Model 
Custom Models.
#thinkppc 
Choosing An Attribution Model 
Custom Models.
#thinkppc 
Choosing An Attribution Model 
Custom Models.
#thinkppc 
Choosing An Attribution Model 
Custom Models.
#thinkppc 
Choosing An Attribution Model 
Starter models for 4 businesses. 
Inexpensive e-commerce (<$100) 
Expensive e-...
#thinkppc 
Choosing An Attribution Model 
Inexpensive e-commerce (<$100) 
Model: Position Based 
Weighting: 35%, 20%, 45...
#thinkppc 
Choosing An Attribution Model 
Expensive e-commerce (>$100) 
Model: Position Based 
Weighting: 45%, 20%, 35% ...
#thinkppc 
Choosing An Attribution Model 
Short cycle lead generation (<30 days) 
Model: Time Decay 
Half-Life: 15 Days ...
#thinkppc 
Choosing An Attribution Model 
Long cycle lead generation (<30 days) 
Model: Time Decay 
Half-Life: 45 Days 
...
#thinkppc 
Choosing An Attribution Model 
You win or you die?
#thinkppc 
Choosing An Attribution Model 
How do you know if it’s working? 
The only channel losing value is Direct 
The...
#thinkppc 
Live Poll Question #3 
Which Attribution Model are you most 
interested in using? 
#thinkppc 
a) Last Click 
b)...
#thinkppc 
AdWords Attribution Review 
Attribution comparison now in AdWords UI 
Must be using AdWords conversion trackin...
#thinkppc 
AdWords Attribution Review 
Analyze attribution performance down to the keyword level 
while making optimizatio...
#thinkppc 
Testing PPC Changes 
Measuring campaign increases.
#thinkppc 
Testing PPC Changes 
Measuring campaign changes.
#thinkppc 
Testing PPC Changes 
Measuring campaign changes over time.
#thinkppc 
Testing PPC Changes 
Measuring campaign changes.
Would you like help with your PPC accounts 
and management? I’m interested in: 
#thinkppc 
Live Poll Question #4 
a.) FREE...
#thinkppc 
Live Q&A Time!
#thinkppc 
Have more questions? 
Thank you for attending our webinar! #thinkppc 
• Contact us Directly: 
» Hanapin Feedbac...
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PPC Attribution: A Portent & Hanapin Webinar

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Michael Wiegand and Cassie Oumedian walk through choosing an attribution model for your business that'll give you greater insight into paid campaign performance. Last click attribution is dead. Bury it and move on to another model!

Publicada em: Internet
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PPC Attribution: A Portent & Hanapin Webinar

  1. 1. Bury The Last Click and Move On #thinkppc PPC Attribution: & HOSTED BY:
  2. 2. #thinkppc Presenters • Cassie Oumedian – Senior Digital Specialist at Hanapin Marketing. – @cass_oumedian • Michael Wiegand – Analytics Architect at Portent, Inc. – @mwiegand
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  4. 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  5. 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
  6. 6. #thinkppc The Last Click Problem Game of (Last Click) Thrones.
  7. 7. #thinkppc The Last Click Problem It worked in 1995.
  8. 8. #thinkppc The Last Click Problem In 2015? Not so much.
  9. 9. #thinkppc The Last Click Problem But still we insist on: Last click reporting Last click platforms Last click marketing decisions
  10. 10. #thinkppc The Last Click Problem Need proof? Path Length report in Google Analytics.
  11. 11. #thinkppc The Last Click Problem Path Length Report.
  12. 12. #thinkppc The Last Click Problem Path Length Report.
  13. 13. #thinkppc The Last Click Problem Top Conversion Paths.
  14. 14. #thinkppc The Last Click Problem Top Conversion Paths.
  15. 15. #thinkppc The Last Click Problem You’re probably missing mobile.
  16. 16. #thinkppc The Last Click Problem What does it mean? Last click can’t possibly credit decision-making Last click gives too much credit to direct Last click hamstrings your investment in top-of-funnel
  17. 17. #thinkppc Choosing An Attribution Model Model Comparison Tool.
  18. 18. #thinkppc Choosing An Attribution Model Last Click.
  19. 19. #thinkppc Choosing An Attribution Model Last Click Last click can’t possibly credit decision-making Last click gives too much credit to direct Last click hamstrings your investment in top-of-funnel 0% 0% 0% 100%
  20. 20. #thinkppc Choosing An Attribution Model First Click.
  21. 21. #thinkppc Choosing An Attribution Model First Click First click can’t possibly credit decision-making First click too much credit for just clicking on an ad First click not enough info on what helped the ad convert 100% 0% 0% 0%
  22. 22. #thinkppc Choosing An Attribution Model Linear.
  23. 23. #thinkppc Choosing An Attribution Model Linear Linear givens equal credit to each piece of the funnel Linear the participation award. Everyone wins! Not so much… Linear too much credit to the middle funnel terms 25% 25% 25% 25%
  24. 24. #thinkppc Choosing An Attribution Model Time Decay.
  25. 25. #thinkppc Choosing An Attribution Model Time Decay Benefits long decision making process with heavy research Lead Gen accounts typically work well with Time Decay Provides more attribution to action closest to Conversion 10% 20% 30% 40% 25%
  26. 26. #thinkppc Choosing An Attribution Model Position Based.
  27. 27. #thinkppc Choosing An Attribution Model Position Based Works well with ecommerce accounts Provides more accurate decision making data based on conversions A good starting point but you can adjust the weight of the position %s 40% 10% 10% 40%
  28. 28. #thinkppc Choosing An Attribution Model Custom Models.
  29. 29. #thinkppc Choosing An Attribution Model Custom Models.
  30. 30. #thinkppc Choosing An Attribution Model Custom Models.
  31. 31. #thinkppc Choosing An Attribution Model Custom Models.
  32. 32. #thinkppc Choosing An Attribution Model Custom Models.
  33. 33. #thinkppc Choosing An Attribution Model Custom Models.
  34. 34. #thinkppc Choosing An Attribution Model Starter models for 4 businesses. Inexpensive e-commerce (<$100) Expensive e-commerce (>$100) Short cycle lead generation (<30 days) Long cycle lead generation (>30 days)
  35. 35. #thinkppc Choosing An Attribution Model Inexpensive e-commerce (<$100) Model: Position Based Weighting: 35%, 20%, 45% Lookback Window: 15 Days Engagement: Page Depth
  36. 36. #thinkppc Choosing An Attribution Model Expensive e-commerce (>$100) Model: Position Based Weighting: 45%, 20%, 35% Lookback Window: 45 Days Engagement: Time on Site
  37. 37. #thinkppc Choosing An Attribution Model Short cycle lead generation (<30 days) Model: Time Decay Half-Life: 15 Days Lookback Window: 30 Days Engagement: Page Depth
  38. 38. #thinkppc Choosing An Attribution Model Long cycle lead generation (<30 days) Model: Time Decay Half-Life: 45 Days Lookback Window: 90 Days Engagement: Time on Site
  39. 39. #thinkppc Choosing An Attribution Model You win or you die?
  40. 40. #thinkppc Choosing An Attribution Model How do you know if it’s working? The only channel losing value is Direct The channels you invest in show no change The channels you invest in show positive change
  41. 41. #thinkppc Live Poll Question #3 Which Attribution Model are you most interested in using? #thinkppc a) Last Click b) First Click c) Time Decay d) Position Based e) Custom Models
  42. 42. #thinkppc AdWords Attribution Review Attribution comparison now in AdWords UI Must be using AdWords conversion tracking Tools > Conversions > Search Funnels > Attribution Modeling
  43. 43. #thinkppc AdWords Attribution Review Analyze attribution performance down to the keyword level while making optimizations. Prevent pausing or bidding down Campaigns or Keywords that may show Poor Last Click ROAS or CPA while in fact, they are actually driving more revenue and conversions than reporting in the UI. You knew it all along. Now you have proof!
  44. 44. #thinkppc Testing PPC Changes Measuring campaign increases.
  45. 45. #thinkppc Testing PPC Changes Measuring campaign changes.
  46. 46. #thinkppc Testing PPC Changes Measuring campaign changes over time.
  47. 47. #thinkppc Testing PPC Changes Measuring campaign changes.
  48. 48. Would you like help with your PPC accounts and management? I’m interested in: #thinkppc Live Poll Question #4 a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo) b.) FREE Opportunity Gap Analysis from Portent c.) No Thanks d.) Both
  49. 49. #thinkppc Live Q&A Time!
  50. 50. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com Portent Feedback: michael@portent.com

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