google ads - measuring

2 types of attribution models

- rule based attribution -data driven attribution

Check ads

-Before reducing investment in any channel as a result of underperformance, first examine whether the ads you displayed were sufficiently effective. -Improvement in creative can lead to improved results from the channel.

Automation success factors

-Quality and quantity of data (user signals, audience, remarketing data, all the way to CRM integration with CLTV calculations) -Instructions that are given to the system (best when informed by data-driven models rather than rules or assumptions) -Testing and calibration -Shift from controlling your media to training/coaching your tools

Individual measurement habits

-Start your day by looking at how well you're doing on you objectives. This will ground your priority in driving the most important outcomes that you're judged by and are accountable for. -Democratize data in your organization via dashboards. Everyone needs to be able to easily access data that powers their decision-making, on any device, especially mobile phones. Lack of data perpetuates a reliance on gut feelings when it comes to making important decisions. -Bring data to all your meetings — this is key. Data needs to be at the center of every decision made. -Ask one another, "What does the data suggest we do?" instead of "What do you think?" This is an important first step to overcoming HIPPO, or listening to the "highest paid person's opinion." Opinions are nothing more than hypotheses to test — with data. -Run tests continuously. Tests and experiments are the best way to enrich learnings and increase data points that help inform important strategic decisions. One of the biggest obstacles for many companies when it comes to expanding their marketing strategies is the lack of data that helps them define what success would look like under the new strategy. -Encourage learning from failure. Failure has a bad reputation. It's often thought of as falling short of expectations, or a mistake. But failure is necessary for testing the possibilities, and for learning what doesn't work. A consistent lack of failure can mean only one thing: a lack of innovation and experimentation!

offline (traditional) channels

-TV -Radio/Podcasts -Outdoor Advertising (billboards, side of bus, etc) -Print Media (newspapers, magazines, etc)

Jason is running a video campaign and realizes that while his overall views are high, his engagement rates are low. What three questions could he ask to investigate?

-Was the creative effective in getting attention and highlighting the brand? -Was the right audience targeted? -Were there any possible executional missteps?

Who is Brand Lift for?

-advertisers that want to prove the impact of media on their brand -also compares the impact on the brand with the impact from different ads

How does Stores Sales Direct work?

-analyze CRM data to match Google Search ad clicks with offline purchases -allows you to evaluate the effectiveness of your search ads and provide insight into your advertising strategy

rules-based attribution

-apply static logic to assign value to each touchpoint in a conversion path -values are based on relative importance of that step of the process -6 models: last interaction, first click, position based, time decay, linear, data driven

Hiroko is running a Search campaign for a couple of months and would like to make some improvements. Identify three ways that she can optimize her campaign after assessing performance.

-assess which audience targeting is performing best and double down -remove poorly performing creative and test out new creative -turn on automated bidding

4 ways to starts with automation

-automated bidding -data driven automation -ad rotation -dashboards

Is MMM worth the trouble?

-best available method for determining the amount of sales driven by each media channel -used to support strategic planning/budgeting -CMOs look at the ROI of each media channel to determine the ones they should continue to invest in

Should you use Store Sales Direct or Store Visits?

-both can be used at same time -both provide valuable offline insights but don't directly correlate

metric examples for awareness stage

-brand awareness -brand recall -top of mind

metric examples for consideration stage

-brand favorability -brand preference -brand association -brand liking -purchase intent

types of objectives (KPIs)

-business objective -marketing objective -media objective -campaign metrics

channel optimization

-changing how ads are delivered within a specific channel for max impact in business outcomes -3 main types: bidding, creative, target -example: choosing to change keywords, bids, or creative in order to make Search more efficient in driving online sales

search metrics

-click through rate -conversion rate -conversions -cost per action

Why should you care about automation?

-competitive advantage comes from the ability to turn data into action, fast, to drive more profit -businesses are able to act on customer insights in real time and achieve better business outcomes

how do store visit conversions work?

-data based on anonymous, aggregated statistics -Google Ads creates modeled numbers by using current and past data on the number of people who click or view your ads and later visit your store -Store visit data can't be tied to individual ad clicks, viewable impressions, or people.

Message for ads during the loyalty stage

-display/video: focus on a specific offer or product (up sell) -search: use brand search terms

Message for ads during the consideration stage

-display/video: focus on brand attributes or product value proposition -search: use generic search terms

Message for ads during the awareness stage

-display/video: focus on storytelling around the brand -search: use generic search terms

Message for ads during the purchase stage

-display/video: include an implicit or explicit call to action ("buy now", "buy here", or "shop here", etc) -search: use brand search terms

What are 3 good measurement habits for any individual or company?

-encourage learning from failure -run tests continuously -bring data to all of your meetings

video metrics

-engagement rates -video views -complete views -cost per view -completion rates

social media metrics

-engagement rates -views -reach -frequency

confirm you have the right audience

-especially at the more advanced stages of the customer journey -showing an ad to an audience who isn't familiar with the brand/hasn't formed an opinion about it is unlikely to yield a strong result

Automate optimization

-especially in channel optimization -to succeed, organizations need to break down data silos and ensure data quality -automation relies on the quantity and quality of your data to train machine learning models -connect the dots between marketing, sales, and CRM to have the richest data set

How does an MMM work?

-expensive -takes 12-20 weeks to run -most do it 1-2 times a year -as tech/data improve, advertisers are beginning to do quarterly or monthly updates -frequent updates are good

Brand Lift

-google product that measures the direct impact of YouTube ads on perceptions & behaviors throughout the customer journey -within days it gives you continuous insight on how ads are impacting metrics that matter (lifts in brand awareness, ad recall, consideration, favorability, purchase intent, brand interest) as measured in organic search activity -can optimize campaign mid-flight based on these real time results -broken out by demographics, frequency and more

cross channel attribution

-includes all marketing touch points that result in a conversion action -example: website visits, views, newsletters, purchases -advanced approach to customer measurement -gives a full picture to customer path to purchase

Whats the challenge of most ROI calculations?

-look at the value of channels in the short term -typical timeframes are from several weeks to 1 year -short term view can be misleading

kpi

-measure of success -aka objective -clear, measurable, and has a defined time frame -Did I succeed or fail? -marketing objectives of your business -only 1 answer per objective -ex: increase T-shirt sales by 10% over the next 6 months

2 types of optimization

-media mix optimization -channel optimization

metric example for purchase stage

-new customers -transactions -avg order size -return on investment -return on ad spend -cost of sales -cost per action

Traditional media channel examples

-newspapers -radio stations -TV stations -Outdoor advertising

who are store visit conversions for?

-only avail to certain advertisers -aren't available to advertisers with sensitive location categories (eg. healthcare, religion, adult content, children)

What conversion actions can be measured?

-pageview: whether someone visits a specific page such as the reviews page -sign up: whether someone signs up for a subscription or email newsletter -purchase: whether someone purchases a product or service -lead: whether someone submits a form with their contact info or to ask a question

examples of conversions

-purchase -lead -visit a website -submit form -create an account -watch a video -open an email -start a product trial -make a refferal -share on social media -download an app -make a phone call

metric example for loyalty stage

-repurchase -upsells -customer referrals

What are the limitations of MMM?

-requires 2-3 years worth of weekly data for each and every driver of sales, including all marketing channels, but also across areas like price promotions, distribution, and product changes -external factors considered also (competitive actions, economy, etc)

online (digital) channels

-search engines -display -video -social media -email

Online media channel examples

-search engines -display (ads on websites) -video -social media -email

Media mix optimization

-shifts media investment across media channels -moves budget from lower performing channels to higher performing channels -ex: video ads driving sales at higher ROI than display, a portion of the display budget may be moved to the video ad budget

additional ROI solutions

-store visits -store sales direct -brand lift

Develop a test-and-learn culture

-test and learn -cultivate individual measurement habits -clearly define your mesaurement owner -keep business impact in mind -be relentlessly curious & passionate about the customer journey -focus on objective driven KPIs -master multiple tools -develop strong data interpretation skills -have a learning mindset -make measurements lead to action -make measurement a habit

Try different approaches

-to improve creatives, A/B test -only compare ads that are used in identical ways, on the same channels, and directed at the same audiences

Sales channels examples

-traditional sales (brick-and-mortar stores or retail) -online sales (also called eCommerce or eTail) -both online and tradition (aka multichannel)

who is cross channel attribution for?

-used to influence budget decisions and channel investment rather than to optimize campaigns within a single channel -allows advertisers to be more efficient and nimble with marketing spend (if done right)

be smart with your money

-when making changes in investment, reallocate conservative amounts of budget first, then assess if it improved overall profitability -big shifts are risky

metric

-why did i succeed or fail? -the mechanism of delivery of marketing objectives -there can be multiple, if they are relevant -ex: cost per view, completion rates, engagement rates, ad recall, reach

4 stages of customer journey

1) awareness 2) consideration 3) purchase 4) loyalty

Best practices for turning marketing insights into action

1) check ads 2)try different approaches 3) confirm you have the right audiences 4) be smart with your money

position-based attribution model

40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.

What is conversion measurement?

A conversion is an action you want your customers to take when they encounter your marketing message. The most obvious conversion is the purchase of a product, but your business may also need to identify more conversions for people who are at different stages of the customer journey. Within your Google Ads campaign, you can set up specific interactions that you'd consider to be valuable. You can then track how many of these valuable interactions your ad campaign is bringing you by setting up conversion measurement.

Customer Lifetime Value (CLV)

A key measurement that forecasts a customer's lifetime economic contribution based on continued relationship marketing efforts

Sales Channels

A way of bringing products or services to market so they can be purchased by consumers

Bidding Channel Optimization

Acquire more customers by adjusting bids based on a rich set of auction-time signals.

A company that designs coffee mugs wants to see which of their video creatives makes viewers remember their brand best. What Google tool can they use to find out?

Brand Lift

Who is MMM for?

Brands (eg. OREO) or group of brands (eg. snack foods).It incorporates all possible factors that could drive the brands sales, including media & marketing, brand consideration, the economy, competitor actions, and even the weather

Types/levels of automation in media

Creative assets Inventory (product feeds) Bidding Targeting Placements Measurement and attribution (automated bidding requires automated measurement) Reporting (dashboards, intelligent reports in Analytics)

Creative Channel Optimization

Customize your assets to serve the right message to the right user at the right moment.

What attribution model uses machine learning to evaluate individual customer paths?

Data-driven

Media Objectives

Goals for each channel that are necessary for meeting your marketing objectives (ex: goal of your YouTube campaign)

Is your digital advertising bringing value to your business?

In order to understand the value, you should be able to confidently answer the questions below. -Which age group is more likely to purchase your product/service after clicking an ad? -Which ad is leading to the most newsletter signups? -On which day of the week am i generating the most sales?

Campaign Metrics

Individual metrics you use to measure the success of your media objectives

Marketing Mix Models

Marketing mix models are used to determine the optimal marketing mix. They take into account the market response to the various marketing mix elements and their interactions.

store visits

Metric: Impressions. The number of times your ads were on screen. An Impression is counted as the number of times an instance of an ad is on screen for the first time. For example, if people see an ad two different times in a ay, that counts as two different impressions. If someone sees an ad, scrolls down, and then scrolls back up to the same ad, that counts as one impression.

Targeting Channel Optimization

Reach those most interested in your business with dynamic audience targeting.

How does cross channel attribution work?

Sophisticated algorithms (and machine learning) evaluate all the different paths to determine which touchpoints are the most influential. Factors such as the number of interactions, the order of exposure, and the creative assets used in each conversion path may be incorporated into your results.

Media channels

Specific medium used in reaching intended audience.

first-click attribution model

The first touchpoint receives 100% of the credit for the conversion

Marketing Objectives

These support the business objective. Smaller companies may not have the scale to warrant this level of specificity

How does Brand Lift work?

To measure moments along the consumer journey, including brand awareness, ad recall, consideration, favorability, and purchase intent, Brand Lift first isolates a randomized control group that isn't shown your ad and an exposed group that is. About a day after seeing (or not seeing) your ad, it delivers a one-question survey to both groups. Since the only effective difference between the two groups is whether they saw your ad, we can accurately determine the lift attributed to your campaign.

TRUE/FALSE: KPI & metrics are not the same thing but both are quantifiable

True

True/False: metrics are media-channel specific, while objectives (KPIs) are media-channel agnostic

True

Business objectives

a broad, top level goal for your company. Typically focuses on increasing revenue, profit margin, or volume (ex: units sold). Often, larger companies will create a subgoal for each of their lines of business

proxy kpi

a metric most closely linked to the objective that is not measurable

time-decay attribution model

a multi-touch model that gives more credit to the touchpoints closest to the conversions

conversions

actions you want customers to take when they encounter your marketing messages

ad example for number of subscriptions

an ad designed to explain the benefits of a new cell phone subscription plan with a telecom brand

ad example for brand favorability

an ad designed to highlight a brands superiority compared to competitors in delivering excellent service to its customers

ad example for brand loyalty

an ad designed to highlight a new service available to the customer of the bank

ad example for brand association with having customer interest in the center of customer service

an ad designed to highlight that a car insurance brand has its customers' interests in mind by offering free road assistance in case of an accident

ad example for brand awareness

an ad designed to make people aware of the new brand of sneakers

Who is Stores Sales Direct for?

brick-and-mortar retailers that collect shopper purchase data in a customer relationship management system (CRM)

linear attribution model

credit is distributed evenly to every single touch in the buyer journey

attribution

determining how much credit each step of a process should receive -secret sauce that gives you critical insight you need into your customers behavior -for it to work properly, your ad platform must be told which actions are important to your business (conversions)

what are channels?

different ways to market. 2 types: offline (traditional) & online (digital)

choosing an attribution model

in general, you should choose DDA. for it to be available you must have 15,000 clicks on google search & a conversion action that has at least 600 conversions within 30 days If you can't choose DDA, opt for a model that distributes the credit across multiple touchpoints, such as linear, time decay, or position based if youre using attribution through google ads its only available when youre tracking website, calls, or imported conversions

Store Sales Direct

is a Google product that analyzes information about the share of store visitors who make a purchase. It also analyzes their average purchase value. With this information, it becomes possible to estimate an offline sales ROI. Coupling this with online performance results in an omnichannel ROI, and optimizing media marketing in response to this omnichannel ROI can fundamentally change media strategy and performance.

how do you set up a realistic performance target?

looking at past performance or looking up industry benchmarks

data-driven attribution model (DDA)

machine learning determines the best way to distribute credit for your conversions -an advantage to this model is that attribution logic includes converting and non-converting paths, whereas rule based models only take converting paths into account

Optimization

making changes to media strategy in order to make the mix of media channels work harder — drive more sales, gain greater profitability, acquire more new customers, and improve brand perception.

effective frequency

number of times a person must be exposed to an advertising message before they respond to it

In order to be able to judge whether a campaign failed or succeeded, how many objectives should you choose for each stage?

one

sequencing

subsequent ads that are shown after the initial ad to give them more reason to buy the product

Last Interaction attribution model

the last touchpoint receives 100% of the credit for the conversion

TRUE/FALSE: marketers that have established mature analytics practices saw a 50% higher increase in revenue vs. those that were just starting their analytics practices

true