Based on a case with Zelf.nl, an online label of Proteq/SNS REAAL insurers, Pervorm shows which mix of online channels is the most effective. For organisations such as Zelf.nl, constant management based on conversion is required to achieve the best results.
Connect all online channels to each other
Like most direct sellers, Zelf.nl is continuously present by means of search engines, affiliate networks, ad exchanges and a number of specific channels that are closely interconnected in terms of environment. The biggest challenge is the fact that every media channel has its own measurement system and that these systems are not interconnected. Moreover, most systems use a so-called last cookie counts principle, which means only the last contact prior to the actual purchase is visible (often search engines and affiliates). However, we must not forget that insufficient focus on channels that affect earlier phases in the purchase process can result in a lower conversion in the case of known ‘finishers’ such as search engines. In short, better harmonisation of the various channels by optimising the ‘feeders’ produces a better total result.
A single ad management system: conversion attribution
By connecting ad placements and measurement systems more effectively to each other and registering them through one central ad management system, also called conversion attribution, a better insight can be gained into the mutual relationships between placements. This makes it possible to gain an insight into the indirect contribution of channels that were deployed during the orientation/selection phase. The number of assists can be expanded by optimising the funnel at the top to the most valuable amounts. Optimisation of the assists will ultimately increase the total number of conversions.
Despite a lower click ratio, the Marktplaats exchange scores are extremely high when it comes to the conversion of clicks to insurance policies purchased at Zelf.nl. The weighted click to conversion ratio is even better than that of search engines. This indicates that ads that have been placed in the right environment (automotive) can be very relevant in the total purchase process. In 27 percent of all contact moments in the path to conversion, Marktplaats emerges as a channel that has had an impact on the purchase and orientation process. In short, of all the steps that were measured in the process, over a quarter were directly related to Marktplaats. In terms of both direct and weighted conversions, the exchange makes an important contribution to the total result for an optimal number of page views.
It was also found that Marktplaats requires relatively little media pressure (in CPM), compared to Networks A and B (see illustration). Based on this information, the Zelf.nl campaign can be further optimised by allocating more budget to Marktplaats and Network B. By converting less effective placements in the top of the funnel to the best scoring networks, the total effect of the campaign is further improved.
In the past, channels such as ad exchanges were assessed on the basis of direct conversions and were therefore regarded as ‘not so effective’. However, the costs per order produced a distorted image, even with the high click to conversion ratio. By mapping out and measuring the role that the trade site plays in the total purchase process, the role and contribution of exchanges was found to be much greater than was previously believed. Raising the share of Marktplaats in the total campaign ultimately produces a more effective campaign and lower costs per order. The combination of targeted range and conversion makes it an important player for Zelf.nl. Linking a financial product to the purchase process related to cars (automotive segment) works very well with Zelf.nl. The value of these placements on Marktplaats is considerably greater than placements that do not include this relevant context.