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Data Driven Attribution in Adwords Mehr Conversions Bei Stabilem CPA

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Data Driven Attribution in Adwords Mehr Conversions Bei Stabilem CPA Data Driven Attribution in AdWords Mehr Conversions bei stabilem CPA Bernd Holbein, Google Measurement & Attribution Specialist Nils Hiltenkamp, metapeople Teamlead SEA Attribution (Marketing), die ... Die Erfassung aller relevanten Nutzer-Interaktionen, die mit einem gewünschten Ergebnis (Conversion) in “ Zusammenhang stehen und die Zuordnung eines anteiligen Wertes dieses Ergebnis zu den Interaktionen. Besseres Verständnis der User Journey ” Optimierung des Media-Mixes und der Kanalsteuerung Attribution als Prozess Granularität & Vollständigkeit Gebotssteuerung (Cookie vs. User, Clicks vs. Impressions) & Budgetallokation Erfassen Verstehen Optimieren User Journey-Analyse & Modellauswahl Erfassen STACEY’s JOURNEY Die User Journey ist in ihrer Komplexität kaum vollständig zu erfassen. 139 14 89 69 186 Google YouTube Bildersuchen Händler Hersteller Suchanfragen Videos Interaktionen Interaktionen Mögliche „Bruchstellen“ bei der Erfassung der Journey TV Online Suche Shopping Display Video Kauf im Geschäft Cross- Cross- Channel Device Offline to Intra- Online to Online Channel Offline Google’s kostenfreie Attributionslösungen Multi-Touch Cross-Device O2O Intra- 1 AdWords AdWords AdWords Channel Attribution Cross-Device Store Visits Cross- Google Channel Analytics Google Google 2 Google Attribution* Analytics Attribution* * aktuell in beta Eine Journey, viele Perspektiven Generisch Shopping Brand Brand Aktuelle Attributionstools Generisch Shopping Cookie-Weiche Generisch Shopping Brand “Don’t let perfect be the enemy of good.” sinngemäß nach Voltaire Warum AdWords Attribution? Multi-Touch Direkte Gebotsintegration Datengetriebenes Modell Einfach umsetzbar & geringes Risiko Cross-Device Cross-Device – Wie jetzt? Verstehen Regelbasierte Modelle Last Click First Click Linear Position-based Time Decay Custom Besser: Ein datengetriebenes Modell Warum datengetrieben? Methode Scope Skalierbarkeit Datengetrieben Ein dynamischer Sowohl Pfade mit Selbstlernender Algorithmus verteilt den Conversions als auch Algorithmus auf Wert auf die Interaktionen Pfade ohne Conversion Basis von Machine basierend auf ihrem werden berücksichtigt. Learning. tatsächlichen Effekt. Rules-based Verteilung auf Basis von Nur Pfade mit fixen, statischen Regeln auf Muss manuell Conversion werden Basis von Annahmen und aktualisiert werden. berücksichtigt. Hypothesen. Ein Beispiel Mobile Mobile Desktop Generisch Shopping Brand Attributionsmodell Mobile Mobile Desktop Last Click-Modell 0 0 1 Conversion Multi-Touch / Cross-Device / Impact Linear Model 0,33 0,33 0,33 Multi-Touch / Cross-Device / Impact Datengetriebenes Modell Multi-Touch / Cross-Device / Impact 0.45 0.35 0.2 Wie funktioniert das jetzt genau? CVR : 25% Wir vergleichen hunderte bis tausende ähnliche Pfade, die sich nur in einem spezifischen Kontakt unterscheiden und analysieren den Einfluss jeder einzelnen Anzeigeninteraktion. X CVR : 10% Einfluss auf Conversion- Wahrscheinlichkeit: +150% Optimieren Umstellung in zwei einfachen Schritten Vergleich verschiedener 01 Attributionsmodelle in AdWords 02 Umstellung auf datengetriebenes Modell Optimierung für jeden Bidding-Ansatz Manuelle 3rd Party AdWords Gebote Tools Smart Bidding Anpassung der Export der Direkte Integration. manuellen Gebote Conversions auf Smart Bidding + auf Basis des Basis des neuen Smart Attribution neuen Modells. Modells via API Mehr Signale = Bessere Steuerung Smart Bidding Smart Attribution Optimale Performance (Machine Learning) (Machine Learning) Empfohlen: Datengetriebenes Modell Cross- Upper Alle Device Funnel Journeys *internal Meta Study / Blog Post here AdWords Attribution Adoption JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR Profitieren Medpex: 29% mehr Conversions „Ein Algorithmus kann besser auf agile Komponenten Marketingeffizienz erhöhen und Aufwand wie z. B. Preisänderungen des Wettbewerbs oder für das Kampagnen- Lieferengpässe reagieren als uns dies manuell Ziel management deutlich reduzieren. “ möglich wäre.“ Frank Müller Chief Marketing Officer, medpex AdWords Smart Bidding in Kombination mit datengetriebener Attribution ” Ansatz 29% mehr Conversions, 37% höherer ROAS +95% Mobile Conversions Mobile ROAS um 148% gesteigert Ergebnis Berge & Meer: 24% mehr Conversions „Die Einschränkungen der Last-Click-Attribution Bessere Bewertung vorbereitender machten es schwierig, umfangreiche Investitionen in Touchpoints für effizientere vorgelagerte Keywords zu rechtfertigen. Das hat sich Marketingsteuerung. “ durch Data-Driven Attribution definitiv geändert. Ich Ziel kenne und nutze AdWords von den frühesten Tagen an – das ist definitiv eine der größten Verbesserungen!“ Manuelle Steuerung auf Basis Tim Dunker datengetriebener Attribution in AdWords. CEO Berge & Meer ” Ansatz 24% mehr Conversions, -15% CPA +26% Mobile Conversion Rate Ergebnis Herrenausstatter: 88% mehr Conversions “Smart Bidding in Verbindung mit der daten- Effizienter Budgeteinsatz & getriebenen Attribution hilft bei der optimalen datengetriebene Steuerung auf Basis des Ausspielung der Keywords. Solche Feinheiten beim tatsächlichen Wertbeitrags. Ziel “ Keyword Marketing sind das A und O, um gegen die Großen zu bestehen. Implementierung von AdWords Attribution Georg Wiedemann VP Online Marketing, Depauli & Smart Bidding als “Quick-Win” auf dem ” Weg zur Cross-Channel Attribution. Ansatz 88% mehr Conversions bei -12% CPA -32% CPA nach Umstellung auf datengetriebene Attribution Ergebnis Ulla Popken: 14% mehr Conversions Treffendere Bewertung vorbereitender Touchpoints für effizientere Ziel Anzeigensteuerung. Steuerung auf Basis datengetriebener Attribution in AdWords. Ansatz 14% mehr Conversions, -4% CPA +4% Wert/Conversion, +8% ROAS Ergebnis DATA-DRIVEN ATTRIBUTION FÜR ULLA POPKEN Vorstellung • Label der Popken Fashion Group mit Sitz in Rastede • Plus Size Fashion seit über 30 Jahren • 190 Filialen in Deutschland, weitere im EU-Ausland • Insgesamt in über 30 Ländern vertreten, darunter auch die USA DATA-DRIVEN ATTRIBUTION FÜR ULLA POPKEN Ausgangslage: Viele Touchpoints... 45% aller Conversions haben 2 oder mehr AdWords-Touchpoints 7% davon haben sogar mehr als 5 Touchpoints 67% aller Conversions mit mehreren Geräte-Touchpoints beginnen „mobile“ Last Click Attribution kann das definitiv nicht abbilden! Warum also sollte man das Modell noch weiter für die Optimierung von AdWords verwenden? DATA-DRIVEN ATTRIBUTION FÜR ULLA POPKEN Umstellungsprozess • Besonderheit: Implementierung eines zweiten Conversion Tags Ein Klick ist ausreichend! • Nach ausreichender Laufzeit: Switch zu Der eigentliche “Prozess” “Data-Driven” beginnt in den Köpfen derjenigen, die die Kampagnen steuern und analysieren! DATA-DRIVEN ATTRIBUTION FÜR ULLA POPKEN Zusammenfassung & Ausblick • DDA liefert Erkenntnisse über die Performance von Keywords, die auf Basis von Last Click falsch beurteilt wurden. • DDA ermöglicht, Gebote und Multiplikatoren für Kampagnen und Geräte besser zu platzieren. • Implementierung von Google Smart Bidding. Erste Tests sind für Ulla Popken in DE gestartet. Ausblick: Google Attribution Google Attribution (Beta): Einfach, umfassend und integriert Cross-Channel, Cross-Device Direkte Integration mit (Clicks & Impressions) AdWords & DoubleClick Erfassen Verstehen Optimieren User Journey-Analyse & Datengetriebenes Modell Google Attribution (Beta) Cross-Channel + Cross-Device Generisch Shopping Brand Heute 1 AdWords Generisch Shopping Brand Attribution 2 Google Generisch Shopping Brand Demnächst Attribution Mehr Conversions bei stabilem CPA: 1. Umstellung auf Datengetriebene Attribution in AdWords 2. Gebotsanpassung idealerweise via Smart Bidding 3. Kontaktieren Sie uns bei Interesse an Google Attribution Thank you!.
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