Best Practices for Managing Paid Search in a Cross-Channel Environment, Part 1
Calling it one of the defining pay-per-click (PPC) 2.0 topics that'll change the entire scope of paid search, David Rodnitzky, CEO/founder of SEM consulting agency PPC Associates, led a webinar last week to identify best practices for businesses engaging in cross-channel and multiclick attribution. Titled “Hey! That's My Conversion: Managing PPC in a Cross-Channel World,” sponsored by SearchForce, a search marketing software provider, the webinar explored why businesses need to implement cross-channel attribution to optimize their search budgets — and grow their bottom lines.
(This is part 1 of our coverage of this webinar; check out next Thursday's eM+C Weekly for part 2, featuring a look into the value of cross-channel attribution and creative's role in pay per click, and six takeaway tips to implement in your business.)
In order to properly attribute a conversion to a particular marketing vehicle, identify exactly what your business considers a conversion. For Rodnitzky, a conversion is a success metric for your business — i.e., anything that you want a customer to do online or offline. Conversions typically measured include “Contact Us” forms submitted, e-commerce orders placed and visits to pages that indicate purchase intent (e.g., view map to store).
Conversions are tracked via pixels or cookies, which are available on PPC engines, web analytics, campaign management software, display advertising, email marketing and comparison shopping sites. A tiny bit of code is installed on web pages that can only be accessed if a user has converted. So when a user converts, the pixel sends a conversion report back to the marketer.
“If you wanted to, you could put 50 [pixels] to 60 pixels on a web page,” Rodnitzky said. But he advised against this. “Everything in moderation,” he said. “The more you add to a page, the more you risk the chance of something going wrong.”