how to build a cross-device search strategy? by chloe piérard at conversion day 2015
TRANSCRIPT
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CREATING A CROSS-DEVICE STRATEGYUNDERSTANDING AND OVERCOMING THE CHALLENGES
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Chloé & Glenn
Ebusiness consultants @ -
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How mobile was presented during the last few
years
“This will be the year of mobile…”2012
“This will be the year of mobile…”2013
“This will be the year of mobile…”2014
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TRUE
Everything you heard about mobile
during the last few years is
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Don’t focus on the device
Focus on the user
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90%Of people move between devices
to accomplish a goal
Mobile changes user behavior
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65%Of decisions start on mobile &
end somewhere else
Mobile changes user behavior
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In the past
€€
Visits on desktop
Conversion on desktop
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Today, the consumer is ….
Always connected
On multiple devices
Fast and fickle
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Today – Complex behavior across devices
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Today – Simplified
€€
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Today – Simplified
€€
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YOU LOOKED AT THEDEVICE
&YOU FORGOT ABOUT
THE
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In order to evaluate the roleof each device correctly
We need to understand the
USER JOURNEY
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The user’s behavior is spread across different devices.
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The user’s behavior is spread across different devices,
which means different cookies
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are
BROKEN
In a multi-device world
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The user’s behavior is spread across different devices,
which means different cookies
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The user’s behavior is spread across different devices,
which means different cookies
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€
€
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Situation
We know we need to track users across devices.
The focus shifts from device to users.
Technology is limited.
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I’m an SEA advertiser on
Now what?
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Solution in AdWords
Build a model using
”Estimated cross device conversions”
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• An estimation using aggregate and anonymized data from people who have previously signed into Google
• Extrapolated to the general population
• Attributed to the last clicked ad (no view-through conversions)
• Only reported when the number is 95% statistical accuracy
Introducing estimated cross-device conversions
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1. Take a date range of at least 1 month back so conversion data is complete
How to recalculate CPA taking cross-device effects into account?
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1. x2. Go to the Ad groups menu, add:
• the Device segment
How to recalculate CPA taking cross-device effects into account?
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1. x2. x3. Go to the Ad groups menu, add:
• the est. Cross Device Conversions column
How to recalculate CPA taking cross-device effects into account?
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1. x2. x3. x4. Download the data in an Excel file
How to recalculate CPA taking cross-device effects into account?
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1. x2. x3. x4. x5. In Excel, select all Ad groups where
AdWords was able to report cross-device conversions and filter on Mobile.
How to recalculate CPA taking cross-device effects into account?
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1. x2. x3. x4. x5. x6. Recalculate Mobile CPA for those
adgroups.
How to recalculate CPA taking cross-device effects into account?
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Total conversions: Converted clicks + Est. Cross-device conversions
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Mobile CPA: Cost / Total conversions
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1. x2. x3. x4. x5. x6. x7. Use this benchmark for the adgroups
where Google was not able to calculate the cross-device conversions.
How to recalculate CPA taking cross-device effects into account?
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1. x2. x
Results
Mobile CPA Mobile CPA with cross-device effect %
Brand 3 € 2 € -33%
Generic 26 € 19 € -27%
Mobile conversions Mobile conv. with cross-device effect %
Brand 9.988 14.982 +50%
Generic 11.152 15.261 +37%
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1. x2. x
WHAT’SNEXT?
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We could wait for the holy grail
PERFECT CROSS-DEVICE
TRACKING
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1. Bid adjustments
Advertising on mobile taking mobile specificities into account
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2. UX - Provide a good mobile experience
€€
65%Of decisions start on mobile &
end somewhere else
You must be present and provide a good UX on Mobile.
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€€
Optimize your website for converting through mobile.This reduces the number of Estimated Cross-Conversions and
increased the number of confirmed conversions.
65%Of decisions start on mobile &
end somewhere else
2. UX - Shorten the device funnel through good UX and reduce estimates
Ensure as much as possible convert on that device
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3. Solutions beyond AdWords
User ID
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“This will be the year of mobile…”2012
“This will be the year of mobile…”2013
“This will be the year of mobile…”2014
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“This will be the year we start caring about the user rather than the device”
2015
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“This will be the year we start caring about the user rather than the device”
2015
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“This will be the year we start caring about the user rather than the device”
2015