1. Campaign Optimization
Kirk Ramble
Principal Optimization Consultant, Webtrends

2. Step 1 – Step 3 –
Media Campaign Big Profit

3. This appears to be how many online
marketers think of their world:
Step 1 – Buy some media.
Step 3 – Watch the dollars roll in!
Let’s explore Step 2 – discuss how Step 2 is a primary driver of campaign ROI
& how Webtrends Optimize can help.
Step 1 – Step 3 –
Media Campaign Big Profit

4. Agenda:
Step 2 – it’s a real thing.
• Examples of campaigns that forgot Step 2.
• Diagram: A world with out Step 2.
• How to improve media campaigns with Step 2.
• Diagram: A world with Step 2.
Anatomy of a successful Campaign Optimization project.
• The single reason campaign traffic & Optimize are perfect together…
Why worry about all of this?
• Introducing – the 3rd lever!
How do we go about doing this?
How to make your next campaign ROCK

5. This appears to be how many online
marketers think of their world:
Step 1 – Buy some media.
Step 3 – Watch the dollars roll in!
With little thought before the campaign, and zero after it starts about:
Step 2 – Where does all this expensive traffic go, and what happens next?
Step 1 – Step 3 –
Step 2 –
Media Campaign Big Profit
Landing Page

6. Step 2 –
Landing Page
Yes, the campaign landing page – the forgotten hero in many an online media blitz.
Online marketers will invest And with good reason:
considerable resources
(I know I’ve done it):
• Tweaking campaign creative • The campaign creative needs to grab
• Re-tweaking campaign creative attention & be irresistible to clicks.
• Re-re-tweaking campaign creative
• Examining media spend & • The media buy needs to efficient, delivery
• Reviewing media/campaign value and showcase the product in the
performance. best possible light.
But there is still something missing ….apart ofperforming campaign landing page:
However, the above misses a central high the online marketing value chain –
• Immediately communicate to the visitor they are in the right place
• Reinforce the message/promise made in the campaign that drove the visitor
Let’s see some examples of other-than-high performance campaign landing
pages….

7. Examples of Campaigns that forgot step 2.
The following examples are disconnected experiences between what
prompts a visitor to take action, and the resulting landing page.
• Your campaign creative is a promise
made to the visitor.
• Initial landing page messages are your
Step 2 –
proof points to those promises. Landing Page
• A disconnection here can result in:
• Confusion
• Hesitation
Neither of these result
in high conversion
rates.

8. Warning:
What you are about to see is real.
Names have not been changed,
because I found them on the internet.
FAIL.

9. Banner Ad: Landing page:
Frozen favorites Nothing is frozen & what’s a Kroger?….

10. Banner Ad: Landing page:
Talk to Chad What happened to Chad?

11. Banner Ad: Landing page:
Xfinity $29.99 $39.99? Oh wait, there it is.

12. We should likely test that one.
It is entirely possible that
highlighting the $39.99 price
point drives a higher net
revenue than the $29.99 price
point.
We run a simple test to find out
if this is the case.
However, unless you have a
good reason not to do so –
match the landing page
experience to the message that
drives your visitors.

13. Banner Ad: Landing page:
25GB Mailboxes Bunch of features – where did mine go?
Fold is about here.
Down here.

14. Full disclosure:
Office 365 is one of my favorite clients –
they have a great testing culture and have
done some fantastic tests.
Goes to prove: step 2 can be forgotten by
anyone.

15. Banner Ad: Landing page:
Free – Free- Free Free – Free – Free!
See – it does work sometimes!

16. Banner Ad: Landing page:
Free Shipping Slippers!
And why you came here in the page corners.
Banner Ad:
Reward Card
My guess is they
have a slippers
ad too, but I
haven’t seen that
one.
This really isn’t that bad – but we could reinforce the
campaign message stronger as the primary message.

17. Banner Ad: Landing page:
Virgin America case study. …Your guess is as good as mine…

18. What the previous examples show us is a
graphic that looks like this:
Step 1:
Step 1:
Email – Lots of product Step 1:
information – click for a
Banner – demo
Search –
Value message Keyword related
message 2
Step 2:
Step 1: Generic experience – Step 1:
Jumble of campaign
Search – attributes and
Banner –
Keyword related messages. Price message
message 1
Step 3:
Big Profit

19. In the age of campaign tagging
& powerful tools like Webtrends Optimize
– there must be a better way.

20. Banner Ad: Landing page:
$99 Carousel Slide 1 – High Speed
Carousel Slide 2 – Support
On the next slide we will see
how Wave Broadband could
have used the feature presented
in the referring banner ad to
surface a relevant message to
visitors. Carousel Slide 3 – $99
We would use Optimize to
display the correct carousel
slide on page load

21. Banner Ad: Landing Page page:
Feature specific Carousel Slide 1 – High Speed
50 Meg Speed
Carousel Slide 1 – Support
Great Support
Carousel Slide 1 – $99

22. Banner Ad: Landing page:
$95, Free Shipping, Free Partially consistent message -
Returns secondary on the page.
On the next slide we will see how
Warby Parker could have used the
features presented in the referring
banner ad to surface a relevant
message to visitors.
We would use Optimize to display
the additional content on page load.

23. Banner Ad: Landing page:
$95, Free Shipping, Free Consistent message
Returns
FREE SHIPPING &
FREE RETURNS
$95 Special
Only when specific banner ad
display rules are met, Optimize can
surface a message to reinforce
campaign message.
Graphics are awful – because I made them.

24. Banner Ad: Landing page:
80% off Androids, iPad etc.
Something about next to nothing –
where are the Androids & iPad?
In the body of this page, you do
(eventually) see what drove you
to the page. However it would
be very easy to just do this -

25. Banner Ad: Landing page:
80% off Androids, iPad etc.
Androids & iPad for next to nothing
Connect the copy in the ad, to
the headline on the landing
page.

26. Campaign messaging on Campaign Landing page:
Visitor need Page Content
OR:
All traffic & content for Segmented traffic landing on pages optimized to match
a Webpage. their needs.

27. Campaign messaging on Campaign Landing page:
Q: What is the difference between a segment and a target?
A: A Segment is a portion of your traffic you can test separate from the rest of your
traffic.
Targets are content, selectively shown to visitors based on display rules.
Examples:
Segmented test - Running a test to determine Target - Showing all traffic from display ads a
optimal page content for traffic from display consistent message
ads • likely the winning content from segmented
test.
Winner!
Segment Target

28. What the previous examples show us is a
graphic that looks like this:
Step 1:
Step 1:
Email – Lots of product Step 1:
information – click for a
Banner – demo Search –
Value message Keyword related
message 2
Step 2:
Connected
Step 1: experience – Step 1:
Search – Messages rotate to
Banner –
Keyword related match the referring
creative. Price message
message 1
Step 3:
Big Profit

29. Anatomy of a successful campaign
Optimization (landing page) project

30. Anatomy of a successful campaign
Optimization (landing page) project
Campaign & Landing
The single reason
every reason environment is
campaign visitors
someone would chosen (ideally
and Optimize are
want our product optimized for
perfect together.
are documented. conversion rate). ROI increase

31. Campaign documentation
To create a campaign - marketers will examine
every use case and value proposition that sets
their offer apart from the competition.
These messages will often get divided and placed
Into different creative or media executions:
• B2B value proposition message on business sites
• Cost savings & durability feature message to deal sites
• Offer bundle 1
• Offer bundle 2
• Etc.
Campaign &
every reason Landing
The single reason
someone would environment is
campaign visitors
want our product chosen (ideally
and Optimize are
are documented. optimized for
perfect together.
conversion rate). ROI increase

32. Landing environment chosen
A landing environment is either chosen or created.
• Showcase campaign value consistent with
campaign messaging.
• Simple and clear UX to drive conversion rate
Ideally the campaign landing environment is
optimized for conversion rate:
• A/B test to uncover ideal wireframe
• MV test to learn element & messaging hierarchy
(More information about the above later.)
Landing
Campaign & environment is The single reason
every reason chosen (ideally campaign visitors
someone would optimized for and Optimize are
want our product conversion rate). perfect together.
are documented. ROI increase

33. Single reason campaign visitors
& Optimize are GOLD
Often our optimization efforts are focused around
trying to figure out what the visitor is looking for,
and then showing it to them.
• The single reason campaign visitors and
Optimize are perfect together:
VISITORS TOLD US WHAT THEY WANT!
Campaign & Landing The single reason
every reason environment is campaign visitors
someone would chosen (ideally and Optimize are
want our product optimized for perfect together.
are documented. conversion rate). ROI increase

34. VISITORS TOLD US WHAT THEY WANT?!?
Visitor motivation is a primary driver in page
conversion rate.
With campaign media – the motivation for each
visitor is communicated based on the specific
message that drove that visitor to the site.
Motivation: Motivation: Motivation:
$29.99 fast internet Savings on frozen food. Mailboxes working with Outlook

35. VISITORS TOLD US WHAT THEY WANT?!?
Banner Ad: Landing page: None these campaign landing pages
reinforced the motivation that drove the
visitor to take action.
$39.99? Oh wait,
there it is. This can result in
• hesitation
• confusion –
Nothing is frozen & what’s
a Kroger?….
Neither of these result
in high conversion
Bunch of features – rates.
where did mine go?

36. Why would we worry about all of this?
Why would we worry about all
of this?
• Introducing – the 3rd lever!
• …That’s where the money is….

37. Why would we worry about all of this?
3rd lever!
Campaign creative Media spend
performance performance
Running the campaign Moving media spend
creative with the best to the most efficient
CTR. vehicles.

38. Why would we worry about all of this?
3rd lever!
Diminishing Marginal Returns –
• In the beginning changes to both
creative rotation and media spend drive
significant impact to your campaign
performance.
• After some tweaking your campaign
creative and media spend are far more
difficult to improve.
This is about where most campaign
mangers start to pull their hair out –
how do I keep improving?

39. How to become a rock star and get a raise
3rd lever!
Landing Page
Conversion Rate! Another central driver of campaign ROI is still
available for you to improve –
The conversion rate of your campaign landing page
is not a pre-determined static number assigned to
you by the internet gods –
You have the ability to test/tweak and improve your
ROI – by increasing the relevance of your landing
page!

40. Why would we worry about all of this?
3rd lever!
Campaign creative Media spend Landing Page
performance performance Conversion Rate!
Running the campaign Moving media spend Media specific relevancy
creative with the best to the most efficient & a high performing
CTR. vehicles. landing page!

41. Why would we worry about all of this?
“that’s where the money is…”
Example results of media campaign:
Media Spend: Campaign Landing page Revenue: Cost per end
Traffic: conversion rate: action:
$1,356,500 3,390,000 3.5% $5,250,000 $11.43
After we use Optimize to increase the conversion rate – we would see the following:
Media Spend: Campaign Landing page Incremental Cost per end
Traffic: conversion rate: Revenue: action:
3.85% (10% lift) + $525,000 $10.39
$1,356,500 3,390,000 4.20% (20% lift) + $1,050,000 $9.52
4.55% (30% lift) + $1,575,000 $8.79

42. How do we go about doing this?
• When tagged properly, your campaign creative sends messages to the
landing page about the specific ad the visitor has clicked:
- Type of media (Search, banner ad etc.)
- Message (Ad group, campaign ID, keyword)
• Webtrends Optimize can read this this information & use predefined rules
to surface messaging relevant to the specific ad:
Ad group Ad group as human Message to surface on landing page
MC_id readable (Set in Optimize as part of the test
Etc. plan):
Offer 1 – Free Free Shipping
0078
Shipping
Offer 2 – Great Customer support
1045
customer support
Value message – Time saving message
023
Saves time
However, these hooks are necessary – so some upfront planning is advised.

43. How to make your next campaign ROCK
• As you define your campaign creative – reflect as much of this as you can
in the campaign landing page.
• Plan to test/target on your landing page to ensure tight alignment between
creative execution & landing page messaging.
• If you are spending any money to bring visitors to your site – let us help
you improve you ROI.
Step 2 –
Landing Page
Step 1 – Step 3 –
Media Campaign Big Profit

44. Take Away(s) -
Step 2 – it’s a real thing.
• Reinforce the promises made in your campaign creative on the landing page.
The single reason campaign traffic & Optimize are perfect
together…
• Visitors told us what the want by clicking on specific messaging
• Webtrends Optimize can surface that message on the landing page
The 3rd lever! – Test – Test – Test.
• Beyond creative rotation and media mix – you still have 1 more powerful lever to
pull: conversion rate!

45. Plan to test/target on your landing page:
What does that mean – (shameless plug).
Webtrends Optimize helps you present alternate/test versions of your
webpages to site visitors.
This allows your visitors to ‘vote’ for their preferred page by the actions they
do/do not perform & you both make your customers happy & a lift in your
bottom line.
How to go about testing to drive campaign performance:
Multivariate test
A/B test – Campaign
– Messaging &
Wireframe & based
element
page layout targeting
significance

46. A/B/n
Tes)ng
• Compares two or more alternatives of a single page
element, page or funnel; even proportions (50/50)
» Split testing - same as above: uneven proportions (e.g. 90/10)
• When to use? For quick comparisons of significant changes
© 2012 Webtrends, All Rights Reserved. | 46

47. Mul)variate
Tes)ng
(MVT)
• Simultaneous testing of multiple variations of multiple
content elements to determine most effective combination.
• When to use? To learn what combinations work best.
© 2012 Webtrends, All Rights Reserved. | 47

48. Thank You
Kirk Ramble, Principal Optimization Consultant
Webtrends
Kirk.Ramble@webtrends.com
blogs.webtrends.com
@kirkramble

49. Rate
Session
&
Speakers/
Panelists
© 2013 Webtrends Inc. 49