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Demystifying Online Attribution


TOTAL SEARCH
OPTIMIZATION
                             Jonathon D. Colman
           Internet Marketing Program Manager
        Natural Search Engine Optimization (SEO)
               REI – Recreational Equipment, Inc.
                                   www.REI.com
Total Search Marketing Optimization: Testing Paid vs. Organic Search
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Barriers to progress in search marketing
1. Marketing programs that operate in silos
     Doesn’t allow for sharing customer insights, tools, reporting
     Cannibalization of results, diminished impact of the whole
     Leads to duplicate, incomplete work and unproductive competition

2. Giving credit where credit is due
     Last-click analysis lessens cross-program collaboration, effectiveness
     Delays insights into customer behavior in the “media mix”

3. Advertising costs
     No budget can support CPCs that increase without limit
     Takes budget away from other strategic programs, new opportunities



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Solution: a Total Search Optimization strategy
By integrating your search marketing programs, you will:
     Drive sustainable traffic and sales
     Gain insight into customer behavior over multiple visits
     Save budget for other strategic efforts and new opportunities

But wait – there’s more!
     Test for efficiency in paid placements
     Test for priorities in non-paid optimization
     Increase competitive advantage




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Total Search Test #1 of 3:
      Correlation between
     paid and natural search



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Results of a controlled paid search “surge”
     Traffic




                       Time
                       Paid Search




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Results of a controlled paid search “surge”
     Traffic




                                     Test:
                                     Increase paid search
                                     spending on top-of-funnel
                       Time          keywords to drive more
                       Paid Search
                                     awareness and traffic.


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Results of a controlled paid search “surge”
     Traffic




                              Time
                Paid Search          Natural Search




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Results of a controlled paid search “surge”

                                                      Hypothesis:
                                                      No impact on
                                                      natural search.
     Traffic




                              Time
                Paid Search          Natural Search




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Results of a controlled paid search “surge”
     Traffic




                              Time
                Paid Search          Natural Search




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Results of a controlled paid search “surge”
                                                      Results:
                                                      Increase in natural
                                                      search traffic.
     Traffic




                              Time
                Paid Search          Natural Search




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Correlation test methodology
Hypotheses
      Increased spend at top of the funnel will bring customers back for
       direct response
      No impact on natural search

Results
      Significant lift in natural search traffic
      Sustained natural search increase after advertising spend returned to
       nominal levels

Next steps, additional testing
      Analyze customer intent of natural search visits
      Conduct additional targeted spends at top-of-funnel
      Tip: Leverage internal political “pull” of paid search program to GTD

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Total Search Test #2 of 3:
     Subtractive placement
         in paid search



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Opportunity:
     You own 50% of
     center-column real
     estate above the fold.




     Test:
     Reduce spending to
     determine if non-paid
     programs will see lift.

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Subtractive placement test methodology
Hypotheses
        Savings realized from reducing maximum CPC
        Increased traffic in non-paid programs
        Question: Enough sales to make up for lost revenue?
        Question: Lower qualification of visitors?
Results
      Not enough traffic or sales to make up for lost revenue
      Significant drop in conversion when using only non-paid programs
Next steps, additional testing
      Test greater variety of seasonal terms across the funnel
      Test additional levels of cost reduction/paid search ad positioning
      Tip: Optimize natural search snippets to drive greater conversion

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Total Search Test #3 of 3:
     Additive placement
      in natural search



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Opportunity:
     You have the top paid
     search ad and it’s high
     ROI, but still spendy.



     Test:
     Increase natural search
     visibility to realize cost
     savings in paid search.

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Additive placement test methodology
Hypotheses
      Increased natural search traffic, decreased cost in paid search
Results
      iCrossing study shows +53% lift in total clicks when a brand appears in
       both top paid and natural results
Next steps, additional testing
      Target seasonal terms across the funnel where ad costs are high and
       non-paid listings are invisible
      Test messaging of high-conversion paid search experiences for use in
       natural search page content
      Test ROAS of adding paid search ads for high-performing natural
       search terms without paid search coverage
      Tip: Track lift in natural search impressions, CTR for test terms in
       Google Webmaster Tools

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Key takeaways of Total Search testing strategy
 Integrate your search marketing programs

 Optimize spending for cross-program efficiency

 Measure results across paid and non-paid search programs

 Reapply saved budget to strategic initiatives, testing

 Impress your boss, take a long weekend, and go camping




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Many thanks!

Let’s continue learning together:
     • E-mail:   jcolman@REI.com
     • Twitter: @jcolman
     • Web site: www.jonathoncolman.org




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Total Search Marketing Optimization: Testing Paid vs. Organic Search

  • 1. Demystifying Online Attribution TOTAL SEARCH OPTIMIZATION Jonathon D. Colman Internet Marketing Program Manager Natural Search Engine Optimization (SEO) REI – Recreational Equipment, Inc. www.REI.com
  • 3. 3
  • 4. 4
  • 5. 5
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  • 8. Barriers to progress in search marketing 1. Marketing programs that operate in silos  Doesn’t allow for sharing customer insights, tools, reporting  Cannibalization of results, diminished impact of the whole  Leads to duplicate, incomplete work and unproductive competition 2. Giving credit where credit is due  Last-click analysis lessens cross-program collaboration, effectiveness  Delays insights into customer behavior in the “media mix” 3. Advertising costs  No budget can support CPCs that increase without limit  Takes budget away from other strategic programs, new opportunities 8
  • 9. Solution: a Total Search Optimization strategy By integrating your search marketing programs, you will:  Drive sustainable traffic and sales  Gain insight into customer behavior over multiple visits  Save budget for other strategic efforts and new opportunities But wait – there’s more!  Test for efficiency in paid placements  Test for priorities in non-paid optimization  Increase competitive advantage 9
  • 10. Total Search Test #1 of 3: Correlation between paid and natural search 10
  • 11. Results of a controlled paid search “surge” Traffic Time Paid Search 11
  • 12. Results of a controlled paid search “surge” Traffic Test: Increase paid search spending on top-of-funnel Time keywords to drive more Paid Search awareness and traffic. 12
  • 13. Results of a controlled paid search “surge” Traffic Time Paid Search Natural Search 13
  • 14. Results of a controlled paid search “surge” Hypothesis: No impact on natural search. Traffic Time Paid Search Natural Search 14
  • 15. Results of a controlled paid search “surge” Traffic Time Paid Search Natural Search 15
  • 16. Results of a controlled paid search “surge” Results: Increase in natural search traffic. Traffic Time Paid Search Natural Search 16
  • 17. Correlation test methodology Hypotheses  Increased spend at top of the funnel will bring customers back for direct response  No impact on natural search Results  Significant lift in natural search traffic  Sustained natural search increase after advertising spend returned to nominal levels Next steps, additional testing  Analyze customer intent of natural search visits  Conduct additional targeted spends at top-of-funnel  Tip: Leverage internal political “pull” of paid search program to GTD 17
  • 18. Total Search Test #2 of 3: Subtractive placement in paid search 18
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  • 21. Opportunity: You own 50% of center-column real estate above the fold. Test: Reduce spending to determine if non-paid programs will see lift. 21
  • 22. Subtractive placement test methodology Hypotheses  Savings realized from reducing maximum CPC  Increased traffic in non-paid programs  Question: Enough sales to make up for lost revenue?  Question: Lower qualification of visitors? Results  Not enough traffic or sales to make up for lost revenue  Significant drop in conversion when using only non-paid programs Next steps, additional testing  Test greater variety of seasonal terms across the funnel  Test additional levels of cost reduction/paid search ad positioning  Tip: Optimize natural search snippets to drive greater conversion 22
  • 23. Total Search Test #3 of 3: Additive placement in natural search 23
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  • 26. Opportunity: You have the top paid search ad and it’s high ROI, but still spendy. Test: Increase natural search visibility to realize cost savings in paid search. 26
  • 27. Additive placement test methodology Hypotheses  Increased natural search traffic, decreased cost in paid search Results  iCrossing study shows +53% lift in total clicks when a brand appears in both top paid and natural results Next steps, additional testing  Target seasonal terms across the funnel where ad costs are high and non-paid listings are invisible  Test messaging of high-conversion paid search experiences for use in natural search page content  Test ROAS of adding paid search ads for high-performing natural search terms without paid search coverage  Tip: Track lift in natural search impressions, CTR for test terms in Google Webmaster Tools 27
  • 28. Key takeaways of Total Search testing strategy  Integrate your search marketing programs  Optimize spending for cross-program efficiency  Measure results across paid and non-paid search programs  Reapply saved budget to strategic initiatives, testing  Impress your boss, take a long weekend, and go camping 28
  • 29. Many thanks! Let’s continue learning together: • E-mail: jcolman@REI.com • Twitter: @jcolman • Web site: www.jonathoncolman.org 29 29