I learned about Net Promoter Score in business school and, when I joined AdStage a few years ago as VP of Product, I thought this would be a great chance to put that skill to use. After all, Net Promoter Score is known as a universal measure for customer experience management. Once I went through the process of actually attempting to measure customer experience, however, it became clear that while the score might not be universally useful, the lessons learned in the process can be.
Getting to Know Your Users
When I first joined AdStage, step one was to make sure I truly understood our user base. Why do they use our product? What pain do we cure? How do they feel when they use it? That meant doing my best impression of a journalist delving into the complexities of a story. By the end of step one I had developed a true sense of empathy for our customers.
Step two was to go to the game film. This meant watching users as they attempted to use our product. I did this by combing through event data, user logs and even spending some time in our customers’ offices doing physical user shadow sessions. It doesn’t take long to realize users say they do one thing but actually do something very different. Ask a user if they like a feature and they’ll confidently say, “yes.” Yet you then watch them awkwardly scan the page and it’s pretty obvious they have never used that feature before.
Once I logged enough hours I felt like I had a great grasp of their workflows, mindset and behavior.
When Companies Should Employ Net Promoter Score Surveys
Like many B2B companies, we started with a handful of customers that used our product. It didn’t take long to connect with almost all of our users to learn their stories. Fortunately, that handful of customers grew to thousands. That meant I was no longer able to personally know every single customer and their challenges. I needed to put something in place to formally collect feedback.
How to Set Up Your Net Promoter Score Survey
There are lots of tools to automate your NPS survey (we use AskNicely) so it is sent to the right people at the right time. We wait 60 days after a customer has started paying for our product. This gives our customers enough time to use the product and give meaningful feedback. Remember: you want complete honesty, not a vanity metric. We then check in with another survey every 6 months.
With a little work you can also rig your customer communication tools (we use Intercom) to generate automated responses so you message Promoters, Passives and Detractors with a relevant and timely message. In my experience about 50% of people respond to my automated email asking for more detailed feedback. You can learn how to set up the Intercom Asknice.ly integration here.
The Question Itself:
A lot of people recommend changing the wording of your NPS survey question beyond the classic “How likely is it that you would recommend [brand] to a friend or colleague?” However, in my experience, it seems like customers ignore the actual question text and just think of the 0–10 rating as a way to express general satisfaction. If there’s one thing NPS has done, it’s created a standard feedback mechanism that users complete at a higher rate than traditional satisfaction surveys. So I feel it is better to leave the standard question so users quickly and honestly respond. Rewording the question forces people to read and think. Both things they hate to do.
Why Companies Should Employ Net Promoter Score Surveys
The classic Net Promoter Score survey is calculated using the answer to the survey question regarding likelihood of recommending your product and a 10-point scale. Many believe this to be the core measurement for customer experience management programs worldwide and it can work if you’re a B2C company with tons of engaged users and a huge sample size.
However, we’re a B2B platform and we simply don’t have the same scale as a consumer app. And we don’t like touting data that we don’t have a high enough sample size to back. As a result, we use the Net Promoter Score survey as a means to collect qualitative feedback and as an early warning system to discover if a user is unhappy.
In the end, we don’t use the actual “score” in Net Promoter Score. However the survey and automated messaging we set up to send and manage NPS turned into a efficient way to illicit quick and honest sentiment from our users on a regular basis. To go back to my journalist analogy, it is the tip-line that points me in the direction of a user that I need to sit down with and interview.
After spending thousands, if not millions per month on PPC advertising, your executive team will want to see how your ad efforts are paying off. Reporting on a regular cadence is an inevitable task for any business measuring ROI for their ad budgets. The key to creating effective PPC reports is making sure that your reports are informative, digestible, and appropriate for the audience at hand. In this blog post, we’ll go over the five elements of reports that fit all of those criteria.
1. The Results
Start with the highlights. It may seem like a smooth narrative to start with the nitty gritties and build to the big picture, but providing wide lens context from the start is going to make for a much stronger meeting. Your leaders and colleagues all have a lot to do, and while we PPC managers like to nerd out on the little details, beginning a report with every campaign change or specific conversion metric will not be relevant to each person to whom you are presenting. When showing the results, tie everything back to your business or marketing goals. Below are a few examples of PPC campaign results that refer to larger business goals:
Over the past quarter:
- We generated 150 marketing qualified leads with the same budget as last quarter
- 75 of these leads took a sales demo meeting
- 25 of these prospects converted into customers valued at $200,000 added revenue
In the month of July, we were tasked to sell-through our swimsuit inventory:
- We created new swimsuit campaigns with promotional discount pricing
- The campaign sold 75% of the available inventory, netting $200,000 in revenue
- We spent $25,000 of our total monthly budget on these campaigns
2. Key Metrics
While Google offers tons of really granular measuring tools for very specific numbers, there are a few key metrics that you should include in every PPC report. For recipients who are not used to looking at PPC reports, you can even translate the PPC terms into business terms. The five key metrics we recommend are:
Also, the numbers alone may not mean anything to executives who do not remember the benchmark metrics from the previous period. Therefore, showing the delta between the previous month and the current month will help provide context into whether campaigns are performing. Here’s an example of how you could show the delta of the key metrics in your report:
3. Trend Graphs
For many executives, their day consists of a series of meetings in which they see report after report after report from various departments. To expect someone with this schedule to be able to quickly track and understand your accomplishments over time without a little helping hand is not a reasonable ask. Including trend graphs helps them visualize performance and ask questions, especially if there are peaks or dips in traffic and conversions.
4. Explanations for Performance Changes
With each trend graph, you should include a brief explanation, outlining any campaign optimizations or changes you made to reflect major spikes or dips in performance. For example, you could say:
“In the above graph, we added negative keywords to our campaign to shape traffic more strategically. So, although the number of unique visitors went down, conversions remained the same.”
A sentence or two is all you want here. If you start including long paragraphs of text on your reports, then that’s a hint that the data isn’t speaking for itself and you need to re-think which metrics you’re including.
5. Granular Tables of Key Metrics
For the really detail-oriented readers, throw in some granular tables of key metrics. These can either be at the campaign level, usually explaining the top performing audiences, or at the creative level, to better understand what messaging is driving interest. Here is an example of what this section of your report could look like:
Follow these 5 tips and, at the very least, you’ll have the building blocks you need to have a smart, efficient conversation about your PPC performance. At the very most, your executives walk away feeling confident in your abilities, not only to run your campaigns, but to communicate your work to the greater team.
At AdStage, we know that having effective PPC reports can positively shape your relationship with investors, executives, and colleagues. That’s why we created Report. Automatically create effective PPC reports across Google, Bing, Facebook, LinkedIn, and Twitter.
How to Boost ROI with New AdWords Cross-Device Attribution Reports
Over the past decade, the rise of mobile usage has made it extremely difficult to track customers as they switch from one device to another. Even more challenging for today’s digital marketer is analyzing which channels are producing the highest results and how to attribute value to each of the channels a user passed through before converting. New AdWords Cross-Device Attribution Reports
In an effort to help advertisers measure a consumer’s path to conversion, Google recently released new AdWords cross-device attribution reports. On average, consumers own anywhere from two to five devices, including their mobile phone, desktop, and possible tablet or television. A recent study from March 2016, conducted by Google and Ipsos Connect, showed that 60% of consumers start the purchase process on device and complete it on another. The path to conversion is more complex than ever and anything but linear.
In the past, the traditional marketing funnel was simple and clear: awareness, consideration, purchase. However, with the rapid adoption of mobile tablets and devices, it’s becoming increasingly difficult for marketers and advertisers to measure the impact of their online advertising campaigns. It’s not as simple as a user search, user click, and a user conversion on the same device. The AdWords cross-device attribution reports use device conversion data that now shows device influence throughout conversion paths.
The three AdWords cross-device attribution reports that are now available include:
- Devices: showing the cross-device activity happening in your AdWords account
- Assisting Devices: showing what device types assisted conversions on other devices
- Device Paths: showing the top conversion paths for customers using more than one device to convert
Each of these reports can be found in AdWords in the Tools tab under Attribution as shown in the below screenshot:
For savvy advertisers that are obsessive about measurement, these benchmarks come in handy in a few different ways:
Using Different Attribution Models Other Than Last Click
There are 7 main attribution models that you can use for conversion tracking:
- Last Click Attribution Model
- First Click Attribution Model
- Linear Attribution Model
- Time Decay Attribution Model
- Position-Based Attribution Model
- Last Non-Direct Attribution Model
- Custom or Algorithmic Attribution Model
With the new AdWords Devices Report, you’re able to quickly identify how customers use different devices on their conversion path and better serve particular ads to your audience based on the cross-device activity.
If you notice a conversion trend across different devices, you may want to use adjust your attribution model to boost a exposure for an ad that was displayed on a mobile, but converted on a tablet.
When choosing a new attribution model be sure to account for cross-device behavior because, unlike the traditional last click attribution model, credit will be assigned across the conversion path.
Quick Note: AdWords Device Report only includes conversions that had multiple device touch points.
Updating Your Bid Adjustments for Different Devices
The new Assisting Devices report shows the number of last click conversions and click-assisted conversions broken down by each type of device. With the new Assist Ratio metrics, you can see how many conversions were assisted by impressions or clicks on that particular device compared to the number of actual conversions.
Let’s say your Mobile Assist Ratio for a campaign is 2.20, this means for every conversion that is reported from a mobile device, 2.20 conversions on other devices were assisted by mobile impressions or clicks.
This information can help inform your mobile bid adjustment strategy. Going with the same example, if you notice mobile is assisting conversions on other devices by 2.2x, and your tablet assist ratio is only assisting conversions on other devices by 0.25x, you may want to lower your tablet bid adjustments and increase your mobile bid adjustments to maximize value from your mobile ad impressions.
Optimizing Your mobile Strategy
Let’s say you’re analyzing the top conversion path and discover mobile is driving more assists than actual conversions. If that’s the case, you can optimize your mobile campaign strategy to be more educational rather than transactional. Your ad can highlight copy such as ‘Learn More’, as opposed to ‘Buy Now’ or ‘Sign Up Now’. Additionally, the mobile landing page can be optimized to show the most important benefits of your product at the top, rather than the call-to-action of sign up now. For B2B companies, this may occur quite often, as your prospects may hear about your products or services at a conference, conduct a mobile search while they’re on the go, and convert later when they are back in their office on their laptop.
As with any attribution reporting, it’s important to consider how you want to measure conversions and apply credit to each device and ad channel. You can use the Google Analytics Model Comparison Tool to compare the results of up to three different types of attribution models to ensure that the attribution model you’re using reflects your advertising goals and business models.
When we started building AdStage 3 years ago, we had a vision for a platform that would house all of your advertising tools in a single solution. With the addition of our Google Analytics integration, we are now giving you access to the world’s most popular analytics tool directly from AdStage. If you’ve successfully linked your Google Analytics account, you have access to customize, schedule, and download your Google Analytics reports from the AdStage Report Center.
Here are four Google Analytics reports, available in AdStage, that PPC advertisers should analyze on a regular basis to check the health of your ad campaigns and take action for better performance.
This report shows you all of your aggregated statistics at the campaign level. With this data, you can compare variations in performance per campaign. For example, Campaign A has a higher conversion rate than Campaign B. Analyzing this information allows you to know which campaigns need to be optimized further and which campaigns are already performing well.
The Geo Performance report shows you how your ads are doing in different locations. You can use this information to decide what regions offer the best opportunities for you to grow your business. From there, you can reallocate your budgets to invest more ad spend in the appropriate regions. To find this report in Google Analytics, click the Audience tab, choose the Geo dropdown menu, and select Location.
Goals by Day
This report shows you how many goals you achieved each day. This report can be used to influence how you daypart your PPC ads when optimizing for conversions. If you haven’t already set-up goals in Google Analytics, the below table shows the different goal types that are available.
Search Terms Performance
This report provides detailed information on your website’s top performing search queries. You can use this report to find new high potential keywords and add them to your account. Likewise, you can easily see any poorly converting keywords in your account and immediately take action by either deleting or lowering your bids for them.
If you aren’t currently using AdStage, sign up for your free 14 day trial today. Happy advertising!