Best Practices for Managing Paid Search in a Cross-Channel Environment, Part 2
(This is the second and final part of our coverage of “Hey! That's My Conversion: Managing PPC in a Cross-Channel World,” a recent webinar from SearchForce, a search marketing software provider, led by David Rodnitzky, CEO/founder of SEM consulting agency PPC Associates. For part 1, click here.)
Cross-channel attribution allows marketers to give credit to clicks and channels that contributed to ultimate purchases, not just last clicks. The goal is to have one cross-channel pixel on your site for all channels, Rodnitzky said. Then tweak your attribution settings to reflect your specific business. Rodnitzky presented three options for measuring cross-channel attribution:
- even distribution versus weighted distribution for percentage value of each click;
- divide credit among nonpaid sources (e.g., organic SEO, direct visit to your site), or just paid sources get credit; and
- include or exclude brand terms (Rodnitzky recommended that you exclude brand terms in favor of giving credit only to product or descriptive keywords).
Cross-channel attribution allows you to track all clicks (first, last and all in between) and provides information on all dates that clicks occurred, enabling a total picture of your entire pay-per-click campaign. In general, paid search gets too much of the credit for purchases; all aspects of the purchase funnel leading up to the sale also need to be credited, Rodnitzky said. Therefore, many search marketers are overpaying for their keyword bids.
Google is guilty, too, Rodnitzky said. It doesn't provide conversion data by hour of day or geotargeting information, and its pixel doesn't talk to other pixels. So it's effectively taking credit for all these things, but when you want to know when you should lower your bidding in other areas, it's not giving you that information. How you attribute credit for sales can drastically alter your bidding for keywords.
Creative's role in cross-channel attribution
Breaking the consumer's purchase funnel into two stages — consideration and decision — allows for different creative approaches for your pay-per-click ads, said Rodnitzky. For the consideration stage, he advised factoring in the following:
- Who are you?
- Why should consumers trust you?
- How are you different?
- Why should consumers be interested?
For the decision stage, answer the following with your ad's creative:
- What's the price?
- Do you have a promotion?
- Why should I buy today?
The metrics to track for the consideration stage include time spent on site, page views and requests for information. For the decision stage, Rodnitzky advised tracking average order size, conversion rate and return on investment.