Channel Connect for Search It’s A Piece of Cake!.

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Presentation transcript:

Channel Connect for Search It’s A Piece of Cake!

Channel Connect for Search A revolutionary tool powering the touch-points between Search and Display Accurate Conversion Data Cross-Channel Insights Path to Conversion Analysis SEM Independent Solution Accurate Conversion Data Cross-Channel Insights Path to Conversion Analysis SEM Independent Solution

Holistic Campaigns

BUY Be There — Every Step of the Way RESEARCH CLICK Perceived Path to Conversion INTERACT SEE No matter where a consumer’s path takes them — Your campaign is there No matter where a consumer’s path takes them — Your campaign is there Actual Path to Conversion

Search & Display — Better Together DisplaySearchSearch & Display Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions) The advantages are evident… 7x Display Only; 3x Search Only 6x Display Only

Display Campaign Search & Display — Better Together Search Campaign Integrated Holistic Campaign Managed in Silos …and so are the challenges Managed Holistically Maximize the benefits of a Holistic Campaign

Channel Connect for Search Key Benefits

Channel Connect for Search A revolutionary tool powering the touch-points between Search and Display Accurate Conversion Data Cross-Channel Insights Path to Conversion Analysis SEM Independent Solution Accurate Conversion Data Cross-Channel Insights Path to Conversion Analysis SEM Independent Solution

Accurate Conversion Data (de-duplication) A separate tag is required for each channel Cross-channel exposure display search One purchase Only 1 universal tag is required for all channels When Search and Display are tracked separately When Search and Display are tracked together De- duplication - Conversion is correctly recorded by last channel visited Conversion is incorrectly recorded in each channel visited by the consumer The more accurate your data — the more powerful your decision making

Cross-Channel Insights Cross-Channel Overview Search & Display — All in One Place Explore the Touch-Points between Channels Consolidate Your Search & Display Data

Path to Conversion Analysis Insight into Publisher Contribution $ % 20% 50% 33.33% $170 Conversion Analysis by Publisher (Entire Path) Conversion Analysis by Publisher (Last Ad) ConversionRevenue AD 1 (Last Viewed)AD 2AD3AD4AD5 Conversion 1100GoogleCNNWeather.comYouTubeYahoo Search Conversion 2100GoogleCNN Conversion 3100GoogleCNNGoogle Conversion 4100Weather.comYouTubeCNNYahoo Search Conversion 5100Yahoo SearchWeather.comGoogle 33.33% Indentify which Publisher provides the greatest impact

Path to Conversion Analysis Prove Cross-Channel Strategies Determine Cross-Channel Synergies Understand user behavior through the most common paths

SEM Independent Solution Dart Search Atlas Search Freedom of ChoiceForced to use one SEM tool

Now running an holistic campaign is a piece of cake Thank You !