Advanced paid search optimization and analytics

May 6, 2016 Advanced Paid Search Optimization and Analytics Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics Agenda • Quick Intro to Attribution • The Age-Old “Credit” Issue • Before Setup • Vendor Specific Actions • Future of Paid Search Analytics May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics Overview of Attribution • Definition • Not Everything Attributes the Same • Not 100% Perfect • Analytics Solutions can Help • Once Isn’t Enough May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics Who Deserves Credit? Paid Search Home Page Product Page 3rd Party Ad Home Page Product Page Shopping Cart Bookmark Home Page Product Page Shopping Cart Purchase May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics Before Setup • Sales Cycle Length • Establish Baselines • Cookies, Schmookies • After Data Collection • Remember Offline • Beyond Paid Search May 6, 2016 Search Marketing Session: SEO May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics When Google Analytics detects this variable, it will retain the first campaign's information, regardless of which links the user later followed to arrive at the conversion May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics Future of Paid Search Analytics • Not How, but How much Attribution • Touch Point Analysis • Pay Per Tweet May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics Recap • Definition of Attribution • What to Address Before Setup • Understand Your Business • Analytics Tools Can Help • Future of Paid Search Analytics 10 May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics Questions? Web Analytics World:  www.WebAnalyticsWorld.net Twitter  www.Twitter.com/WaWorld 11 May 6, 2016 [...].. .Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics Questions? Web Analytics World:  www.WebAnalyticsWorld.net Twitter  www.Twitter.com/WaWorld 11 May 6, 2016