This is my sec­ond post in a series about SEM tac­tics that lead to greater ROI from search cam­paigns. See my first post in the series on online-offline revenue.

This imple­men­ta­tion allows users to allo­cate con­ver­sions back to key­words prior to the key­words that led to a con­ver­sion. In other words, con­ver­sions are allo­cated back to Search­Cen­ter cam­paigns using either a First, Last, or Single-Visit allo­ca­tion method.

For exam­ple, imag­ine a com­pany that sells rugs. When peo­ple are think­ing of pur­chas­ing a rug, they likely begin search­ing for the word “rug” or “area rug.” Then, as they nar­row down their options, they may search for “Per­sian area rug” or “mod­ern area rug.” The sec­ond, more spe­cific key­word is what usu­ally gets credit for the sale in most sys­tems, while the first key­word is all but ignored. An SEM mar­keter might be inclined to devalue the first key­word, “rug,” because it is expen­sive — yet it’s cre­at­ing sales by being the searcher’s first con­tact with the com­pany.
The CVP cus­tom solu­tion will also allow allo­ca­tion of con­ver­sions across cam­paigns from mul­ti­ple vis­its. Then, a report can be run to show con­ver­sions, side-by-side, for both Last and Full-Linear allocation.

That being said, stud­ies we’ve done across our cus­tomers show that it takes about 1.2 key­words being clicked on to make a sale. So, while more than one key­word is being clicked, it doesn’t hap­pen very often. In order to make a tac­tic like this worth­while, you want to look at two types of key­words: very broad con­sid­er­a­tion key­words that are high vol­ume and high cost, and brand keywords.

These tac­tics can be extremely worth­while in terms of ROI, but they take more con­sid­er­a­tion than the stan­dard imple­men­ta­tion. Bear in mind that they gen­er­ally require a con­sult­ing engage­ment to get them set up in the most effi­cient manner.

Next time, I’ll con­tinue to look at inte­gra­tions of mea­sure­ment solu­tions by intro­duc­ing how to use Vista rules for cost-of-goods-sold analy­sis and cross-channel mar­ket­ing effects.

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