Merkle Delivers Stronger Search ROI On Baidu

INFINITY AWARDS SUBMISSION

Objectives

• Deliver stronger non-branded ROI on Baidu
• Enhance optimization capabilities on Baidu

Solution

• Leveraged data from Skai’s path to conversion report, identifying all touches leading to a conversion, to construct custom models designed to better value non-branded traffic.
• Parsed this data within Microsoft Excel, and constructed several models with the output to take several different looks at the impact of non-brand touches on conversions.
• More advanced reporting and analytics has increased options for optimization that were previously unavailable.

Results

• Increased the value measured for non-brand by 32%, proving ROI to be within the efficiency goals for the client and leading to opportunity for greater investment.
• Identified that 60% of conversions happen on the day of the first interaction, allowing Merkle to estimate value after just the first day of reporting.