Sibel Satiroglu, presesenting at eMetrics Washington (http://emetrics.org/washingtondc/) Presentation started. "Answer the question: What happens after the click?"
by june_li at 10/20/2009 9:33:37 PM
To identify the QUALITY visitor, need to understand the Post Click behaviour beyond CPC and CTR.
by june_li at 10/20/2009 9:34:50 PM
Focus on improving the micro-conversion to yield higher macro conversion (sales). Micro-conversion is important because the majority of sales are not achieved on HP's website.
by june_li at 10/20/2009 9:35:33 PM
Must Have Metric #1: Abandonment rate is a critical metric. Abandonment = absolutely no clicks on the site. Abadonment metrics is a 'consideration metric'.
by june_li at 10/20/2009 9:36:25 PM
Must Have Metric #2: Conversion metrics are 'preference metrics'. Can be download a case study as well as buy now.
by june_li at 10/20/2009 9:36:49 PM
Nice to have metric #1: 1st time HP visitor, #2: Visit duration. Helps speak the language of the executives. Don't use average time spent because it is dominated by extremes. Use 75th percentile visit duration to distinguish a 'very engaged' visitor.
by june_li at 10/20/2009 9:37:39 PM
Numbers aren't meaningful. Meaning comes in comparison. [ Absolutely! ]
by june_li at 10/20/2009 9:40:47 PM
Cost metrics: CPC plus cost per engaged visit' and 'cost per conversion'
by june_li at 10/20/2009 9:41:24 PM
Case study #1: Print payback campaign - currently running. CTR and CPC metrics looked very promising but the post click metrics told a different story. Placement targeting - almost all abandoned. Contextual targeting 8/20 ad groups had super high abondonment rate. Action taken: Stopped all placement targeting, scaled back contextual.
by june_li at 10/20/2009 9:43:12 PM
Case Study #2: Contextual targeting complements standard search, drawing new highly engaged visitors (75th percentile duration). Compared to std search, contextual generally yields similar abandonment rate and cnvn rate, more new visitors, higher duration (up to 2x)
by june_li at 10/20/2009 9:44:47 PM
Case Study #3: Consumer creative studio - 25-30% traffic driven by paid search at a low cost per print. Prints are monetized as future ink/paper sales.
by june_li at 10/20/2009 9:45:46 PM
This was a lesson in relevancy. Top keywords were valentine cards. Solid CTR, Low CPC. Post click. Print cnvn 4x below, cost per print 6x above seasonal norms. Site did not have cards. Had other Valentine images, prints, but not cards.
by june_li at 10/20/2009 9:47:17 PM
Actin: redircted 1000 kw to deeper landing ages for increased relevancy between search intent
by june_li at 10/20/2009 9:47:44 PM
Result: Achieved 6x higher print cnvn and 17x lower cost per print vs Valentine's day.
by june_li at 10/20/2009 9:48:11 PM
Case Study #4: Supplies Message Testing. Which message is most appearling to the searcher.
by june_li at 10/20/2009 9:48:37 PM
Ink - 65% more had significantly higher CTR. Had 1.7x lower abondonment 10 % more conversion and lower cost per print.
by june_li at 10/20/2009 9:50:07 PM
Findings aligned with qualitative research results. Statement scored as most interesting, most believable, most likely to consider, would influence future buying decisions. Sharing this qualitative information helps bring more traditional marketers on board; increases credibility in their eyes.
by june_li at 10/20/2009 9:50:58 PM
What about the Macro Conversion? Most converting offline. Therefore, HP hasembarked on research project with Google to determine the effect of paid search on in-store sales. Will go live in January. Will saturate test local market with 100% paid search impression share.
by june_li at 10/20/2009 9:52:36 PM
Also an opportunity to improve cross-channel experience.
by june_li at 10/20/2009 9:54:42 PM
Questions...
by june_li at 10/20/2009 9:55:39 PM
Q: How do you differentiate between consumer and enterprise behaviour? A: Enterprise difficult to reach. Set benchmark of abandonment higher for them. e.g. abadonment hurdle may be 50% for consumer (anything above is bad). Set abandonment at 70% for Enterprise,
by june_li at 10/20/2009 9:57:41 PM
Q: About the pilot with Google. What's are you looking for. A: This is a research pilot. Looking to find whether there's a small impact or large impact.
by june_li at 10/20/2009 9:58:59 PM
Q: is placement targeting generally worse A: Case study present was placement targeting for enterprise. Have only tried it 2x. Both did not perform post click.
by june_li at 10/20/2009 10:00:51 PM
End session. Thanks Sibel!
by june_li at 10/20/2009 10:00:58 PM