tomasz frontczak - measuring conversion beyond direct response and clicks: adwords & facebook...

What Do I Do?

The conference for everyone who deals with clicks.

Wait! We deal with brains.

PPC We are not click buyers anymore

We are buyers on the attention merchants market.CPC, CPV, CPE, CPM….We are brain space buyers

1. Let’s make some assumptions

It’s better to be wrong sometimes and fail to measurethan to lose opportunities 

2017 is the year of BTCBeyond The Click

Our PPC industry have to be more like Mad Men

Summary of assumptions• We are in Beyond The Click Era• Be more like Mad Men• Biggest opportunity = end of TV monopoly for creating

brands• Google Analytics has ruined marketing ;-)

2. How it worksWhy user do not click BUT buy and Analytics can’t track it properly?

Brand search• Brand search campaigns have the highest conversion rate• But brand search are not the cause of conversion

• G Analytics tracks brand search but can’t track the cause• Cause took place very often on different devices or aps (FB,

Instagram, Snapchat, YouTube Ads – here we consume content)

• Increase in brand search is sometimes the only traceable sign, that something happened, like Snapchat’s influencer post. Sign not cause!

Because there are: YouTube on mobile and 6s Bumper Ads

Because on FB and Instagram we buy engagements

Funnels are complicated and sometimes we drive traffic not to our site

3. PracticeHow to deal with BTC

3.1 PractiseNative conversions inside AdWords and FB Ads, forget about GA

Facebook Conversion and Atributions

https://www.facebook.com/business/help/458681590974355

https://www.facebook.com/business/help/350128498372094

AdWords Conversion

Cross-Device Convesion

Measure not only sales but also leads• Very often you are not able to compare effectiveness

of campaigns based only on sales

• Choose lead which you are able to calculate value• Case study – DietLabs’ Diet-Care Subscription Services

Sales of subscription Fill psychological quiz and left email to receive results We know average % of quiz transform to sales from past data

“PayPal” is best conversion rate tool! ;-)

Even for Snapchat…

3.2 PracticeBrand Keywords – Do NOT Measure

But how to do NOT measure brand campaings in AdWords?

Different AdWords account for branding/navigation search

+name properly your campaigns created for particular funnel

3.3 PracticeAdWords, YouTube, Conversion

Conversion, All conv., View-throug Conv.

Screenshot date: 8 Jan 2017

Conversion after same time Increase doing nothing

Screenshot date: Feb 2017

• Conversions (Sales): 14 -> 40 • All conversion (Sales + Lead): 119 -> 175• Lead: 105 -> 135• Lead are good for day to day basis, instant adjustment of

campaigns

Meanwhile in Analytics

Custom columns – Example: Cost/ViewThough Conv.

Bumper Ads

Bumper Ads can be measure only by View-through Conv. But are there sales or leads?

Segment and…

… we have sales

Other metrics in YouTube and GDN

- Video played to- Unique cookies- Avg. impre. freq. per cookie

Keep in mind: structure campaigns properly!

Different beast:- 6s Bumber vs anything else- Longer vs shorter- InStream vs Discovery

YouTube Brand Lift

Changes in YouTube in 2017? Yes!

https://adwords.googleblog.com/2017/01/making-youtube-better-in-mobile-cross.html

3.4 PractiseFacebook Conversion

Short tips• Turn off conversion for some ads in particular adset• Measure video (e.g. how much cost you 50% view)• Remarketing based on engagment (remarketing without

click)

Summary of practise• Measere not only sales but also leads• Use native conversions inside AdWords and FB Ads, forget

about GA• Do not track conversions on brand in Adwords • View-throug Conv. for measuring YouTube

Finnaly, this is also good indicator…

Thank you!tomasz@MaxROY.comtwitter.com/frontczak