the attribution management forum: part 1 paid search and attribution
DESCRIPTION
The Attribution Management Forum has been created to bring together the leading online advertising minds to help collectively identify, evaluate, vet & ultimately recommend the best attribution valuation practices and methodologies. There are 5 categories concerning Attribution Management. The following video is the first in the series: The Paid Search Environment and Attribution. For more information about upcoming forums and more information, please visit www.attributionmanagement.comTRANSCRIPT
Part 1: The Paid Search Environment and Attribution
ClearSaleing Confidential 2
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www.clearsaleing.com
Search, Search, Search
ClearSaleing Confidential 3
Running Shoes
Woman’s Nike Shox
$
Nike Shox Turbo
Woman’s Nike Shox
Poll 1: Is even, first, or last attribution the better rule?
Search Search Search Sale
33.33% 33.33% 33.33%
Search Search Search Sale
100% 0% 0%
AA
Search Search Search Sale
0% 0% 100%CC
Poll 1, Agency Responses
14.81%
14.81%
70.37%
A
B
C
Poll 1, B2B Responses
41.67%
50.00%8.33%
A
B
C
Poll 1, B2C Responses
0.00%
33.33%
66.67%
A
B
C
Poll 1, All Responses
9.40%
25.00%
65.60%
A
B
C
Is even, first, or last attribution the better rule?
Is even, first, or last attribution the better rule?
Segmented by Experience level
Q: Do you currently have tracking technology that tracks all ads clicked?
• Yes and it works well
• Yes but could be better
• No
Poll 1, NO
7.14%
7.14%
85.71%
A
B
C
Poll 1, YES WORKS WELL
15.38%
23.08% 61.54% A
B
C
Poll 1, YES, BUT COULD BE BETTER
8.33%
33.33%
58.33%
A
B
C
Branded Search
ClearSaleing Confidential 7
Running Shoes
Woman’s Nike Shox
Finish Line
$
Poll 2: Do Branded Searches deserve credit?
Search Search Branded Search Sale
33.33% 33.33% 33.33%
Search Search Branded Search Sale
50% 50% 0%
AA
BB
Do Branded Searches deserve credit?
Poll 2, Agency Responses
50.00%
50.00%
A
B
Poll 2, B2B Responses
64.29%
35.71%
A
B
Poll 2, B2C Responses
18.18%
81.82%
A
B
Poll 2, All Responses
47.20%52.80%
A
B
Segmented by Experience level
Q: Do you currently have tracking technology that tracks all ads clicked?
3 levels:
• Yes and it works well
• Yes but could be better
• No
Do Branded Searches deserve credit?
Poll 2, YES, COULD BE BETTER
37.50%
62.50%A
B
Poll 2, NO
58.82%
41.18%
A
B
Poll 2, YES, WORKS WELL
76.92%
23.08%
A
B
ClearSaleing Confidential 11
Comparison Shopping Engine with a Branded Search
Finish Line
$
Poll 3: Comparison Shopping Engine with Branded Search
CSE Branded Search
Sale
50% 50%
CSE Branded Search
Sale
100% 0%
AA
BB
Poll 3, Agency Responses
39.39%
60.61% A
B
Poll 3, B2B Responses
35.29%
64.71%A
B
Poll 3, B2C Responses
23.08%
76.92%
A
B
Poll 3, All Responses
36.40%
63.60%A
B
Comparison Shopping Engine with a Branded Search
Poll 3, YES, COULD BE BETTER
25.00%
75.00%
A
B
Poll 3, NO
45.83%54.17%
A
B
Segmented by Experience level
Q: Do you currently have tracking technology that tracks all ads clicked?
3 levels:
• Yes and it works well
• Yes but could be better
• No
Poll 3, YES, WORKS WELL
35.71%
64.29%A
B
Comparison Shopping Engine with a Branded Search
ClearSaleing Confidential 15
Running Shoes
Nike Shox Women’s
$
Nike Shox Women’s
Same search term used more than once
Search X Search Y Search Y Sale
50% 50% 0%
Search X Search Y Search Y Sale
33.33% 33.33% 33.33%
AA
BB
Search X Search Y Search Y Sale
0% 0% 100%
CC
Poll 14: If the same search term is used is that navigational?
If the same search term is used, is that navigational?
Poll 14, Agency Responses
11.11%
51.85%
37.04%
A
B
C
Poll 14, B2B Responses
28.57%
42.86%
28.57%
A
B
C
Poll 14, B2C Responses
9.09%36.36%
54.55%
A
B
C
Poll 14, All Responses
10.50%
45.60%
43.90%
A
B
C
If the same search term is used, is that navigational?
Segmented by Experience level
Q: Do you currently have tracking technology that tracks all ads clicked?
3 levels:
• Yes and it works well
• Yes but could be better
• No
Poll 14, YES, COULD BE BETTER
23.08%23.08%
30.77%
A
B
C
Poll 14, NO0.00%
37.50%
62.50%
A
B
C
Poll 14, YES, WORKS WELL
11.11%
55.56%
33.33%
A
B
C
ClearSaleing Confidential 20
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www.clearsaleing.com