eye tracking, attribution, bid management and more by rhonda hanson
Post on 21-Apr-2017
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#SMX #11B @rhanson27
Eye Tracking, Attribution, Bid
Management and More
Rhonda HansonHead of Global Advertising
Namecheap
#SMX #11B @rhanson27
Eye Tracking, Attribution, Bid
Management and More
Rhonda HansonHead of Global Advertising
Namecheap
#SMX #11B @rhanson27
In house digital marketer for 15 years, primarily working with Tech B2B ecomm or leadgen company, including Getty Images, Concur, Time, Inc., Shutterstock, and Namecheap.
Namecheap is a leading ICANN-accredited domain name registrar and web hosting company. We're happy to report: Namecheap has about 3 million customers and more than 7 million domains under management.
Our Vision: Opening the door for everyone to a free and open internet.
About Me
#SMX #11B @rhanson27
EYE TRACKING STUDY REVISEDTECH B2B
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Users focus their attention on the top four paid listings, and 1st and 2nd
organic listings.
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Desktop Eye Tracking Heatmaps
Dark red spots indicate highest concentration of eye gaze data, while yellow signifies less concentration and green is the least.
Brand is in Top Organic position
Brand is in Top Paid & Organicposition
Note: Images represent aggregate heatmaps of a sample of study participants.
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Users vertically scan the top paid listing, and 1st and 2nd organic listing.
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Mobile Eye Tracking Heatmaps
Dark red spots indicate highest concentration of eye gaze data, while yellow signifies less concentration and green is the least.
Brand is in Top Organic position
Brand is in Top Paid & Organic position
Note: Images represent individual heatmaps of single participants.
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Average CTRsDesktop Mobile
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Users have a much higher propensity to remember advertisers with top paid and organic listings than advertiserswith top organiclistings only.
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Brand Recall
Advertisers with both top paid and organic listings see a 129% lift in brand recall (unaided), compared to a brand name featured in a top organic listing only. That number is the same whether users have been exposed to a landing page or not.
Note: In this study, both unaided and aided brand recall were measured. In this report, unaided or aided brand recall is specified in the results.
Across the entire study, 80% of users, on average, remembered a brand name (unaided) that was featured in a paid listing and 41% remembered the top paid advertiser.
Percentages are the same on mobileand desktop.
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Brand Recall
The brand lift of a paid listing is greater for branded searches vs. non-branded searches.
Branded vs. Non-Branded Searches
When conducting branded searches, a brand name that is featured in both a top paid and organic listing sees a 64% lift in brand recall (unaided), compared to a brand name featured in a top organic listing only.
When conducting non-branded searches, a brand name that is featured in both a top paid and organic listing sees a 55% lift in brand recall (aided), compared to a brand name featured in a top organic listing only.
Branded Search
Non-Branded Search
Comparison Branded vs. Non-Branded Search
17% more users remember (unaided) the advertiser featured in a top paid and organic listing when the search is branded vs. non-branded, and 11% more users remember a brand name that is featured within the paid listings when the search is branded.
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Brand Recall
Company Size
No matter the size of the company that ITdecision makers work for, they are more likely to remember a brand name that is featured in both paid and organic listings than a brand with organic listings only.
*Statistically significant difference in brand recall was not found when comparingsearchers working for large vs. smallcompanies.
A brand name featured in both top paid and organic listings sees a 139% lift in brand recall (unaided) from IT decision makers working for large companies compared to a brand name featured in a top organic listing only. This percentage increases to 161% when users have been exposed to a landing page.
A brand name featured in both top paid and organic listings sees a 104% lift in brand recall (unaided) from ITdecision makers working for smaller companies (< 500 employees), compared to a brand name featured in a top organic listing only.
LargeCompanies
Small Companies
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ATTRIBUTION
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Keyword Segments: Brand vs. Generic by Product
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Pure Brand Trends
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Brand Attribution = Brand Health
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Display Advertising & Direct Transactions
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Attribution Types
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Attribution Types
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Data Driven Recommendation
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How it might look
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BID MANAGEMENT
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Adwords Automated Bidding / Smart Bidding
Manual Bid Management
Doubleclick Search Budget Bid Strategy vs. ROAS/CPA
Marin coming back
Thoughts/Experience with Bid Management Tools
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OTHER
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Mobile Page Speed
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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
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