Ad strategy development and ad performance measurement (text version)
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Today, google's digital marketing video course was organized in the first lesson: Ad strategy development and ad performance measurement. The following are from the MOOC of Chinese UniversitiesGoogle's official product: Overseas digital marketing seriesIn this lesson, we'll learn how to develop an advertising strategy and measure ad performance. This lesson will start with the classification of marketing objectives, the morphological characteristics of marketing, the types of advertising applicable at different stages of marketing, and how to measure the effectiveness of advertising and other knowledge points to help you understand this topic. Friends in the e-commerce industry may often encounter the problem, after a period of business operations, you will find that the number of new customers you can reach is limited, so how to solve this problem? The answer is to increase brand awareness and brand awareness, thereby increasing the number of target customer groups. At the same time to expand brand influence, but also to encourage the target customer groups in your site to place an order, how to achieve it?First of all, let's look at the marketing objectives, e-commerce enterprises generally have two marketing objectives, namely, to enhance brand awareness and drive online orders, enhance brand awareness, is to help enterprises to increase the awareness of the target customer groups of the brand, driving online commitment is to increase the number of online orders, increase the amount of each order. When companies are at different stages of marketing, they increase brand awareness and drive online orders, two marketing goals that are dynamic, sometimes cross-cutting, sometimes just focusing on one. How do you achieve the goals of increasing brand awareness and driving online orders? In Google ads, the first step is to set up the campaign, the first step is to choose the specific target of marketing. There are many specific objectives of marketing, it is important to note that when choosing marketing objectives, we should consider the direction of development of enterprises and the next step of planning, to avoid and the expected goals of too much deviation. Let's take a look at the red boxes in the courseware, which come out in part with marketing goals related to improving brand awareness and driving online commitment. Examples include sales, website traffic, once-brand awareness and reach in products and brands. Sales are the main priority for e-commerce companies.As we said just now, e-commerce enterprises generally have two marketing objectives, namely, to enhance brand awareness and drive online orders corresponding to the two goals in the delivery of advertising can also be based on the target customer population, simply divided into laxin and re-purchase. For new customers who haven't purchased a product, the marketing campaign is laxin, such as the first order to enjoy the discount. For older customers who have purchased a product, the marketing campaign is a re-purchase. For example, old customers to order to enjoy buying a first-class, laxin and re-purchase can drive online bear. But the difference is that Laxin can also improve brand awareness, from brand exposure to consumers, find products, consider whether to buy, to decide to buy, complete the purchase, just repeat the purchase. The number of consumers changes dynamically throughout the buying process.On this page of courseware, it is not difficult to see this change in quantity, approximately inverted triangles, which indicates that in the exposure and discovery stage, the number of consumers that can be touched although more, but as each stage progresses, the smaller the number of consumers to the end, then this form is also called the marketing full funnel. In the whole marketing process, e-commerce enterprises need to solve the problem is to reduce the loss of customers. So how to reduce customer churn?Let's take a look at how to solve this problem with Google's advertising solutions. First of all, we need to understand Google advertising productsThe four basic types are Google Video Campaigns, Google Display Campaigns, Google Search Campaigns and Google Shopping Campaigns, Google Video Campaigns, simply put, ads on YouTube video platforms, and Google Display campaigns connect businesses with existing and potential customers by showing them relevant ad content as they browse the web.Google Search campaigns can display your ads in text on the search results page when customers search for keywords related to your product. Google Shopping campaigns are ads that attract consumers to place an order for a product or service by displaying images, prices, and brand information. Among them, Google video ads and Google display ads belong to the active attack ads, Google search ads and Google shopping ads belong to passive ads, courseware shows the two types of ads and marketing rights funnel correspondence. We can see that at the top of the pre-marketing funnel, the front end of the buying process, advertisers tend to use active advertising, which is Google video ads and Google Display ads, to fully display product or brand value and arouse consumer desire to buy. In the lower part of the marketing right funnel, that is, the back end of the buying process, advertisers tend to use passive strike ads, that is, search ads and shopping ads, because consumers at the back end of the buying process are already searching with purchase intent, which can be used to search for ads and shopping ads to translate consumer intentions into the final purchase behavior.As we said earlier, consumer buying behavior is a complex process, such as the consumer buying journey shown on our courseware, consumers get shopping inspiration by watching videos or browsing the web, and then they may search for product core words, compare them repeatedly across multiple sites that sell similar products, and finally determine which brand of product to buy by searching for long tails and brand words. Throughout the purchase journey, consumers are constantly comparing, and can go through a complex purchase process before they can finally place an order to complete their purchase. Because consumer behavior has too much uncertainty, so in the shopping process at the key point, merchants should be carefully designed, how to interact with consumers, for example, in search advertising, e-commerce enterprises need to develop campaigns according to different marketing objectives, choose the core keywords that most can reach the target customer base, to achieve the goal of capturing the intended target customers, to enable them to complete the goal of purchase. Above, we understand the marketing objectives of e-commerce enterprises, and make clear how Google's advertising strategy can help e-commerce enterprises to achieve marketing goals.Next, let's learn how to measure the effectiveness of your ads.E-commerce enterprises in different stages of marketing will set different advertising objectives, the corresponding indicators to measure the effectiveness of advertising is also different, and marketing all funnel corresponding to see what will be? On the right side of the courseware, we can see the upper part of the funnel, which is the exposure and discovery phase. At this stage, e-commerce companies should focus on the number of ad impressions, compared to competitors, such as the share of impressions. In the consideration and purchase intent stage, focus on the number of clicks, click-through rate, etc. of the ad. In the lower part of the funnel, i.e. the buy-to-buy phase, you need to focus on conversion rates and returns.So what do these indicators look like in their re-advertising accounts? Courseware shows the Google advertising account, we can clearly see that the indicators are divided into the front-end indicators and back-end indicators, the front-end indicators corresponding to the marketing of the upper part of the funnel, such as impressions, clicks, click-through rate and so on. Back-end metrics correspond to the lower part of the marketing full funnel, such as conversions, conversion rates, etc. Let's take a look again, when consumers are at different stages of the purchase journey, how the metrics change, courseware lists common nodes in the consumer purchase journey, in the early stage of website visits and product browsing, advertisers will focus on clicks and click-through rates, cost-per-click in the later stage of joining the shopping cart and completion of the purchase stage, advertisers focus on conversions, cost per conversion and target ad spending return. These metrics not only help advertisers measure ad performance, but also support advertisers in optimizing their ad-adjusted advertising strategies.Knowing the advertising metrics, we need to introduce a new concept here, conversion, conversion refers to an action, when users interact with ads, such as clicking on text ads, and then performing an action that is valuable to the business, such as online purchase is recorded as a conversion, conversion is usually achieved through multiple clicks on the ad, we will consumers before the last click to view ads, or watch videos, advertising is called final interaction. Other moments in the consumer's buying journey, such as searching google for information, are inYouTube looks at product videos, browses sites of interest, searches for specific keywords, and so on, and they may click multiple times on ads related to the product, which we call secondary interactions, and how to properly measure how much credit each ad interaction contributes, so that targeted and optimized ads can be targeted at all stages of the conversion process.The answer is the attribution model, which traditionally credits advertisers with conversions, all thanks to the last-clicked ads and keywords from customers on the buying journey. Because this is the simplest and most intuitive way to do this, it doesn't take into account the interactions that customers might perform with other ads on the conversion path. For example, we had a lesson about buyingIn the case of Google pixel phones, consumers end up buying search and video ads that they interacted with before, directly or indirectly affecting consumers' ultimate purchase behavior.Therefore, in measuring the effectiveness of advertising, consumers should also browse mobile website product display ads, watch mobile phone out-of-the-box video ads, mobile phone evaluation ads and other effective interactive ads affecting the final purchase are taken into account, and effectively measure all customers with the interaction of the ad attribution,We call it non-final click attribution.Non-final click attribution models are mainly thereThere are four types, namely time attenuation, linear based on location and data, and time attenuation means that the closer the ad interaction is to the time of conversion, the more credit is allocated.Limiting the line is the credit for the conversion, which is evenly distributed between all ad interactions on the conversion path.Depending on the location, the customer's first ad interaction and the final ad interaction are assigned 40% of the credit, and the remaining 20% of the credit is evenly distributed to other ad interactions on the conversion path.Based on data, it is a higher order of returnBecause of the way, the system will automatically according to the historical data of the ad conversion, automatically assign the conversion credit.Let's take a closer look at how the non-final click attribution model allocates conversion credits.If you run a hotel called Bao Love in Hongkou District, Shanghai, China, a consumer searches for Hongkou District Hotel, Shanghai Hotel, Shanghai Three Star Hotel, and Shanghai Three Star HotelTreasure loveHotel after these content, click on your ads, into your website, consumers click to show, Shanghai three-star bao love hotel ads, booked a room, we can think about, for such consumer behavior, according to the non-final click attribution model, conversion credit is how to distribute it?
Now to announce the answer, if advertisers are using the final click attribution model, the last keyword, Shanghai three-star Baolian Hotel will get 100% of the conversion credit. If you use the first click conversion model, the first keyword, Hongkou District Hotel will get 100% of the conversion credit. If you're using a linear attribution model, each keyword will be credited with a score conversion, with each keyword getting 25 percent. If you use the time decay conversion model, the keyword Shanghai three-star Baolian Hotel will get the most credit. Because the keyword is closest to the conversion time, Hongkou District Hotel will get the least credit, because the keyword is the first to be searched, if the use is based on location size type, Hongkou District Hotel and Shanghai three-star Baolian Hotel will get 40% of the credit, while Shanghai Hotel and Shanghai three-star hotel will get 10% credit, respectively.If you use a data-based attribution model, each keyword will receive some credit, depending on how much the system automatically determines the contribution of keywords to the conversion based on historical data. That's it for this course. Next lesson we will officially begin to learn about Google advertising solutions, you are welcome to continue to participate in Google's official overseas digital marketing series.
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