#SMX #13B @Caitlin_Halpert
Caitlin Halpert – Account Director @ 3Q Digital, a Harte Hanks Company
Underutilized Reports for 6 Frequently Asked Questions
#SMX #13B @Caitlin_Halpert
About
• Over $400 million in annual managed spend on Google
• Advertising in 140 countries
• Mobile, paid social, SEO, search, display, and analytics
• Offices in the Bay Area, San Diego, Chicago, Burlington, Raleigh, and Austin
#SMX #13B @Caitlin_Halpert
Understand what information is available
Interpret data for internal & external teams
Improve paid search optimizations
#SMX #13B @Caitlin_Halpert
“…over 89% of ad clicks are incremental.” – “Incremental Clicks Impact of Search Advertising” Google Inc.
“81% impressions and 66% of ad clicks occur in the absence of an associated organic result on the first page” – “Impact of Organic Ranking on Ad Click Incrementality” Google Research Blog. March 27, 2012
“50% of the ad clicks that occur with a top rank organic result are incremental” – “Impact of Organic Ranking on Ad Click Incrementality” Google Research Blog. March 27, 2012
#SMX #13B @Caitlin_Halpert
Search Result Type Clicks Queries Clicks/Query
Ad shown only 72,607 1,472,036 0.05
Organic shown only 162,520 2,717,511 0.06
Both shown 316,105 1,571,193 0.20
236% higher Click/Query ratio when we have an organic & paid listing in the result
#SMX #13B @Caitlin_Halpert
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1.0
2.0
3.0
4.0
5.0
6.0
7.0
Top 10 Competitors(Bubble size = Impression share)
Competitor1.com Competitor2.com Competitor3.com Competitor4.com Competitor5.com YouCompetitor6.om Competitor7.com Competitor8.com Competitor9.com
Top of page rate
Avg
. Pos
ition
#SMX #13B @Caitlin_Halpert
Competitor1.com
Competitor4.com
Competitor9.com
Competitor5.com
Competitor8.com
Competitor2.com
Competitor7.com
Competitor6.com
Competitor3.com
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
74%
79%
81%
83%
86%
86%
90%
90%
97%
26%
21%
19%
17%
14%
14%
10%
10%
3%
Who is ranked higher?(when both appear in the same auction)
Competition Win Rate Your Win Rate
Position above rate
#SMX #13B @Caitlin_Halpert
Competitor1
.com
Compe
titor3
.com
Competi
tor7.co
m
Competi
tor4.co
m
Competi
tor2.co
m
Competitor6
.omYou
Competi
tor5.co
m
Competitor
8.com
Compe
titor9
.com
0%
20%
40%
60%
80%
100%
120%
100%
80%74% 74%
60% 59%
41%
10%5%
0%
Top of page rate for top 10 Competitors (based on competitor impressions)
Top
of p
age
rate
#SMX #13B @Caitlin_Halpert
To explain change due to competitors we need to review auction insights over time.
#SMX #13B @Caitlin_Halpert
6
8
10
12
14
16
18
20Total Number of Advertisers
Num
ber o
f Adv
ertis
ers
#SMX #13B @Caitlin_Halpert
11/3/201411/17/2014
12/1/201412/15/2014
12/29/20141/12/2015
1/26/20152/9/2015
2/23/20153/9/2015
3/23/20154/6/2015
4/20/20155/4/2015
5/18/20155%
15%
25%
35%
45%
55%
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60 Impression Share vs. Top Competitors
Us Competitor 1 Competitor 2 Competitor 3 CPCs
Impr
essi
on S
hare
#SMX #13B @Caitlin_Halpert
11/3/201411/17/2014
12/1/201412/15/2014
12/29/20141/12/2015
1/26/20152/9/2015
2/23/20153/9/2015
3/23/20154/6/2015
4/20/20155/4/2015
5/18/20155%
15%
25%
35%
45%
55%
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60 Impression Share vs. Top Competitors
Us Competitor 1 Competitor 2 Competitor 3 CPCs
Impr
essi
on S
hare
#SMX #13B @Caitlin_Halpert
Use the data to explain changing CPCs and better understand the auction dynamics.
#SMX #13B @Caitlin_Halpert
Picking the best attribution window prevents artificial keyword devaluation
#SMX #13B @Caitlin_Halpert
4) Are we undervaluing certain non-brand, top-of-funnel keywords or campaigns?
#SMX #13B @Caitlin_Halpert
Adjust bidding & keyword selection to compensate for last-click attribution
#SMX #13B @Caitlin_Halpert
Report Use Cases
AdWords Paid & Organic
• Evaluate the incrementality of bidding on brand
• Find paid/organic opportunities
AdWords Auction Insights
• Investigate changing IS/CPCs
• Monitor competitor movement
• Seed competitor campaigns
GA & AdWords Time Lag
• Determine optimal conversion window
• Adjust bidding frequency & lookback window
• Investigate site traffic latency to inform Remarketing strategy
#SMX #13B @Caitlin_Halpert
AdWords Attribution Modeling
• Understand the full contribution from each keyword
• Identify first-touch performers to co-ordinate SEO efforts
• Determine optimal attribution model
BingAds Website URL (publisher)
• Review specific partner performance
• Add campaign exclusions for specific partners
AdWords Campaign & Ad Group Details
• Audit settings & performance side-by-side
• Find low-hanging fruit account fixes
Report Use Cases