How to evaluate the indirect effect of network marketing advertisement

When doing online marketing to evaluate the effect of online advertising, according to the conversion rate and other conventional indicators analysis, often encountered such a situation: the keyword of the purchase of the keyword may be a high conversion rate of the company's products, or the company's products associated with the keyword in the selection.

But does this assessment really reflect the "credit" of all advertising? Is it impossible to be blinded by some semblance of data? In general, the company name or product name to search for people with high conversion rate is taken for granted. However, there are still some problems: if only this part of the advertising input, although the current return on investment is good, but over time the conversion number will reach the peak, in the long run there is still the risk of failure.

Have you ever been in this state? Want to quickly improve the online advertising return on investment, but also to ensure long-term optimization effect ... So what should we do?

In this case, if you want to find an effective solution, you should analyze the indirect effect of advertising: that is, click on Ads to enter the site, in this visit to complete the transformation of the direct effect of the indirect effect is called advertising.

However, presumably a lot of people have such a question, is there really the indirect effect of advertising? or advertising companies in order to make the effect of advertising look more obvious and choose some far-fetched excuses it?

Below I use in doing the website analysis consultation process encounters 3 actual cases to introduce the advertisement indirect effect. Hope to be able to understand the indirect effect of advertising, and in the advertising effectiveness of the decision to help.

Indirect effects of advertising?

When it comes to advertising there are many forms of indirect effects.

1, as shown in the left image below, a ads to attract users to the site, although the user did not convert, but a ad aroused the interest of the user, on one day, the user directly from the collection folder again visited the site, and completed the transformation, then this time the conversion is also considered a advertising an indirect effect.

2, as shown in the right picture below, the user through B ads to visit the site, and then through the C ads, D ads after the transformation, then this result is not only the credit of the D ads, but the continuous effect of b,c,d ads.

Examples of indirect effects of advertising

Next to share a real estate site, a business-to-business website, a talent recruitment site 3 Specific advertising analysis cases.

Because there are many definitions of indirect effects of advertising, the main concern here is that the first entry is from an ad visitor:

1, click on the ad a certain period of time to visit the site again

2. Whether the return visit has reached a transformation

From the above two aspects to discuss the indirect effect of advertising.

A case of a real estate website

This is a well-known real estate company. The company also uses banner ads and keyword ads. Incidentally, the main analysis object of this case is the first visit to the company's Web site is through the ads entered by users.

First, let's take a look at the first entry into the site by clicking on the ads to complete the transformation of the direct effect of advertising:

1. Direct effect

User Group 1: Initial visit is through the keyword ads access to the site number of visitors: 905→ conversion: 0 (conversion rate: 0%)

User Group 2: Initial visit is through the banner ads to access the site number of visitors: 704→ conversion: 0 (conversion rate: 0%)

Although the real estate commodity has the particularity, the user completes the transformation to need to consider for some time, moreover the actual transaction generally is completes under the line, but the target conversion number like the data request is also some disappointment. At this point if only to see the direct effect of advertising, it will inevitably produce "no need to buy these ads" such an idea.

So let's look at the indirect effect next. Here I would like to visit the site after the first time 3 months after visiting the site again, whether the completion of the transformation of this research.

2. Indirect effect – The effect of visiting the site again

User Group 1: Initial visit is through the keyword ads to access the site again number of visitors: 538 (of which through the ads entered the number of re-access to the site: 356, through other means of access to the site again number of people: 182)

Revisit rate: 59.4% (538÷905)

User Group 2: The first visit is through the banner ads to enter the site again access to the number of people: 117 (among them through the ads into the number of visitors to the site again: 59, through other means of access to the site again number of visitors: 58)

Revisit rate: 16.6% (117÷704)

According to the table above we can see by clicking on the keyword ads into the again access rate as high as 59.4%. Of course, it also involves the user's own access background, may also be because of the first visit when the brand has played an effect. The number of revisit visits through advertising is 356, and the percentage is also very optimistic, and it can be said that continuing advertising works.

3. Indirect effect-the conversion effect when visiting the website again

User Group 1: The first visit is through the keyword ads into the site conversion number: 3 (which through the entry of the ads through the conversion of the number of visits: 2, other ways to enter the conversion number of visits: 1)

Conversion rate: 0.3% (3÷905)

※ The denominator of the conversion rate is the number of people who first visited the site

User Group 2: initial visit is through banner ads into the site conversion number: 0

Conversion Rate: 0

The indirect conversion number of the initial visit through the keyword advertisement is 3, and the conversion rate is 0.3%, which is not a very high value. But there is an essential difference compared to the direct effect of 0 pieces.

A case of a business-to-business website

Next, let's take a look at a department case in a well-known large business-to-business website. The analysis method is the same as the previous case.

1. Direct effect

User Group 1: The first visit is through the keyword ads access to the site number of visitors: 866→ conversion: 2 (conversion rate: 0.2%) User Group 2: The first visit is through the banner ads access to the site number of visitors: 143→ conversion: 0 (conversion rate: 0%)

According to the characteristics of the Business-to-business website, the conversion rate of the keyword ads can be judged to be 0.2% acceptable; but it is certain that the banner ad has no direct effect.

Next, let's look at the following indirect effects. As in the previous case, it is analyzed for a period of 3 months after the initial visit.

2. Indirect effects – indirect effects of re-access

User Group 1: Initial visit is through the keyword ads access to the site again number of visitors: 183 (which through the entry of the number of additional visits: 72 Other ways to access the number of visits again: 111)

Revisit rate: 21.1% (183÷866)

User Group 2: Initial visit is through the banner ads to enter the site again number of visitors: 18 (which through the entry of the number of additional visits: 5 Other ways to access the number of visits again: 13)

Revisit rate: 12.6% (18÷143)

As we can see from the table above, the revisit rate is somewhat lower than in the previous case. But given the different characteristics of the goods, the reason why users do not visit the site again may be because of the charm and usability of the site there are some problems.

3. Indirect effects-conversion effects when re-access

User Group 1: Initial visit is through the keyword ads into the site conversion number: 2 (of which through the entry of the ads through the conversion number of the second visit: 0 Other ways to enter the number of visits when the reach: 2)

Conversion Rate: 0.2% (2÷866)

User Group 2: initial visit is through banner ads into the site conversion number: 0

Conversion Rate: 0

A Job Site case

Finally, introduce a well-known recruitment website case. The analytical method is ditto.

1. Direct effect

User Group 1: The first visit is through the keyword ads into the site to ask the number of: 109→ conversion: 1 (conversion rate: 0.9%)

User Group 2: Initial visit is through the banner ads to access the site number of visitors: 248→ conversion: 3 (conversion rate: 1.2%)

According to the table above, we can see that the first visit through the banner ads to enter the site's conversion rate is higher, it may be because the media or advertising creative better. Let's look at the indirect effect next. Unlike the above example, the time period for the first visit after the 1-month period of analysis (analysis of the advertising indirect effect of the historical cycle of the length of the site according to the business, generally used 30 days of the historical cycle).

2. Indirect effects – effect of re-access

User Group 1: Initial visit is through the keyword ads access to the site again number of visitors: 148 (which through the entry of the number of additional visits: 115 Other ways to access the number of visits again: 33)

Revisit rate: 135.8% (148÷109)

User Group 2: Initial visit is through the banner ads to enter the site again number of visitors: 393 (which through the entry of the number of additional visits: 309 Other ways to access the number of visits again: 84)

Revisit rate: 158.5% (393÷248)

As we can see from the table above, the revisit rate is somewhat lower than in the previous case. But given the different characteristics of the goods, the reason why users do not visit the site again may be because of the charm and usability of the site there are some problems.

3. Indirect effects-conversion effects when re-access

User Group 1: The first visit is through the keyword ads into the site conversion number: 1 (which through the ads to enter the site's re-visit to achieve the number of conversions: 0, other ways to enter the site when the return of the conversion number: 1)

Conversion rate: 0.9% (1÷109)

User Group 2: Initial visit is through the banner ads into the site conversion number: 7 (which through the ads to enter the site's re-access when the number of conversions: 2 Other ways to enter the site's re-access conversion number: 5)

Conversion rate: 2.8% (7÷248)

Notice here the banner ad: the direct effect is only 3 pieces, and the indirect effect is 7 pieces. This way, if you do not analyze the indirect effects of advertising, it can be said to make a completely wrong judgment.

Summary

Above I introduced in doing the website analysis consultation process to encounter 3 specific advertisement analysis case. Although their revisit and conversion rates are different (and rightly so), all cases have one thing in common: if you don't analyze the indirect effects of advertising, it's likely to make a false judgment about the effects of advertising.

The direct effects of advertising (blue cells) and the actual effects (direct effect + indirect effect: pink cells) are very different in numbers:

Back to the original topic: "Want to quickly improve the online advertising return on investment, but also to ensure long-term optimization effect." "Although the analysis of advertising indirect effects need to spend a little more time, but through some keyword ads in the keyword and some media analysis, found that there are many network advertising for branding, transformation and completion has indirect effect."

It is the most concern of internet marketing or digital marketers to optimize the ROI of online advertising. Advertising indirect effect analysis, not only for short-term harvest, but also related to the medium-term visibility of the expansion and transformation effect of the promotion, we would like to try to do the analysis?

The actual operation, because of the advertising indirect effect of monitoring and evaluation does not have a unified standard, different Web analytics tools may produce very big difference. For example, the calculation of the indirect effect of the ad is based on the visitor, that is, if the same person is given the same amount of time before the conversion, no matter how many times the same ad is counted. So if someone asks: what kind of web analytics tool should be used for more accurate evaluation of advertising collateral effects? I can not give the answer, only to suggest that you and the Web Analytics tool provider Consulting understanding, combined with their own business needs to make the best choice for their own.

Of course, the effect of internet advertising is influenced by many factors. Not just click on the user background of ads, but also related to the company's brand, the characteristics of the product itself, the media and advertising menu features, advertising ideas, the charm and usability of the site, etc. ...

Therefore, it is ineffective to copy the case of other companies intact. In other words, the application of indirect advertising effect in reality depends on the specific data and business background, the comprehensive consideration of various factors will help us to make better marketing strategy.