Channel Connect 4 Search

Transcription

1 Channel Connect 4 Ganzheitliche Kampagnen Marco Senftleben Head of Account Management

2 Ganzheitliche Kampagnen 2008 Eyeblaster. All rights reserved

3 Welcher Weg führt zur Conversion? Erwarteter Tatsächlicher Weg Weg zur zur Conversion SEARCH SEE CLICK BUY INTERACT

4 & besser zusammen Die Vorteile liegen auf der Hand 7x Only; 3x Only 6x Only Anstieg Site Visits Anstieg Time Spent & Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions)

5 & besser zusammen Kampagne Ganzheitliche Kampagne Kampagne zusammen getrennt

6 Vorteile 2008 Eyeblaster. All rights reserved

7 Was ist CC4S? CC4S soll die Überschneiden von & aufzeigen. Das bedeutet: Korrekte Conversion-Daten Cross-Channel Einsicht Path to Conversion Analyse SEM-Tool unabhängig

8 Korrekte Conversion Daten(De-Duplizierung) Wenn und separat zusammen getrackt getrackt werden werden Conversion wird De-Duplizierungfälschlicherweise in Conversion beiden Channeln wird korrekt getrackt im zuletzt genutzen Channel getrackt display Cross-channel Kontakt Eine Conversion Nur ein Universal Conversion Ein Conversion Tag Tag wird für für jeden beide Channel Channel </display_tag> benötigt </EB </search_tag> conversion _tag> search

9 Cross-Channel Einsicht Campaign Type Campaign Publisher/SE Total Clicks Served CTR Other Channel ROI ROAS ($) Total Click to Conversion 58.67% Impressions Impact Rate Conversions Rate 588 7, , % 60.12% 30.41% , % Zusammenführung von & Daten Cross-Channel Overview Report Eyeblaster SE - Google 4,246 Mind the Gap US Campaign Type Other Channel Impact Rate 60.12% Google 4,246 Eyeblaster SE - Yahoo 2,886 Mind the Gap Int. Yahoo 2,886 MSN \ MSNBC Fox News.com Turner / CNN MSN MX AOL Japan Yahoo! UK 58.67% 61.46% 61.46% 28.22% 4, % 2, ,079 2, ,242 Totals 11,425 Totals & alles auf einmal! 37.88% % 35.42% % 23.72% 34.68% 21.80% 44.17% Total Conversions 1, , % 58.67% 25.60% % 149, % 58.67% 25.60% % , % 61.46% 36.24% % 99, % 61.46% 36.24% % , % 28.22% 16.25% % , % 29.70% 6.62% % 67, % 37.88% 2.35% % 50, % 15.79% 21.91% % 147, % 35.42% 1.69% % 271, % 26.73% 27.75% % 168, % 23.72% % % 90, % 34.68% 72.76% % 12, % 21.80% 27.45% % 786, % 44.17% 28.19% , % Überschneidungen beider Channel ,381

10 Path to Conversion Analyse Einblick in Vermarkter-Performance Conversion Analysis by Publisher (Entire Path) Conversion 100,00% 80,00% Umsatz 91,80% AD 1 ROI - Entire Path vs. Last Ad (Last Viewed) AD 2 AD3 AD4 AD5 Total Clicks Served impression CTR Average 100% 20% Position in ROI (*Entire Path) ROAS (*Entire Path) Total Occurrences Total Conversions Click to Conversion Conversion Google CNN Weather.com YouTube Yahoo Publisher Path (*Entire Path) Rate AOL Japan 1,242 90, % % % Conversion Google 100% 50% CNN CNN Money - Turner 1, , % % % Fox News.com , % % % Google 4, , % % % 67,59% Conversion Google 33.33% 100% CNN 65,09% Google 61,57% 1.17% 60,00% 54,70% 33.33% MSN MX , % % % MSNBC , % % Yahoo 2,886 99, % % % Conversion Weather.com YouTube CNN Yahoo Yahoo! UK - Internal , % % % Marketing Totals 11, , % % ,603 1, % Conversion Yahoo Weather.com Google 33.33% 40,00% 36,24% 29,33% 31,37% 27,45% ROI (Entire Path) ,78% Publisher Total Clicks Served impression 21,91% CTR ROI (*Last Ad) ROAS ($) (*Last Ad) Total Conversions Click to Conversion 20,00% 16,91% (*Last Ad) Rate ROI (Last Ad) AOL Japan 13,29% 1,242 90, % 13.29% % Conversion Analysis by Publisher (Last Ad) CNN Money - Turner 1, , % 1.69% % Fox News.com 236 1,69% 50, % 21.91% 2,35% % Google 0,00% 4, , % 29.33% % MSN MX , % % % MSNBC , % 2.35% % Yahoo 2,886 99, % 36.24% -20,00% -13,36% % Yahoo! UK - Internal , % 27.45% % Totals Marketing AOL Japan 11,425 CNN Money - 786,937 Fox Google 1.45% MSN 28.19% MX MSNBC 1.28 Yahoo Yahoo! 1,381UK % Turner News.com Internal Marketing

11 Path to Conversion Analyse Cross-Channel Strategie festlegen Exposure Ad1 (First Group Total Ad 2 Ad 3Total Revenue Ad ($) 4 Percentage Ad of 5Total Percentage Average time of to Average Path Length Viewed) Conversions Revenue Total Convert Paths(Days) Both 2, , % 69.32% , % 8.86% Cross Channel Conversions Synergy , % 6.35% % 0.13% Exposure Group Ad1 (First Ad 2 Ad 3 Ad 4 Ad 5 Total Clicks Served CTR Percentage of Total Total Revenue ($) Percentage of Total Average time to Average Path Length Viewed) Impressions Total Paths Conversions Revenue Convert (Days) % 0.13% Both 4,078 6, % 69.32% 2, , % Only % 0.10% , % 8.86% , % , % 6.35% , % , , % 0.02% 0.13% % % ,080 8, % 0.13% % , % 0.03% 0.07% 0.10% % ,645 29, % 0.10% % , , % 0.03% 0.03% 0.07% % , % 0.03% % % 0.00% ,021 7, % 0.00% % ,482 80, % 15.18% , % ,073 23, % 6.55% , % Only , % 15.18% , % 6.55% , % 4.62% , % 3.71% % 0.23% % 0.07% Only Both , % Only 15.50% 8.53 Only , % 7.39% , Total Conversions 7.10% 4.62% , % 2.77% % 0.59% % 0.13% ,270 19, % 4.62% , % ,881 16, % 3.71% , % ,922 7, % 0.23% % , % 0.07% % Only 2,206 75, % 15.50% , % , % 7.39% , % , % 4.62% , % , % 2.77% 85 7, % ,046 9, % 0.59% % , % 0.13% % Cross-Channel Synergien Nutzerverhalten verstehen durch Path to Conversion 2008 Eyeblaster. All rights reserved

12 SEM-Tool unabhängig Freie SEM Tool Auswahl wird aufgezwungen Dart Atlas

13 Wie funktioniert es? Setup Prozess 1. Advertiser, Suchmaschine, Username and Passwort eingeben 2. Kampagne auswählen und Finish anklicken

14 DANKE!