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Marketing automation solutions webinar (part 2)

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In this webinar, expanding on Acquisio’s recent Guide to the Best Marketing Automation Solutions, follow some of the leading voices in digital marketing as they discuss the best automation solutions in ad testing, creative and reporting.

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Marketing automation solutions webinar (part 2)

  1. 1. INTRODUCTION TO ©2015 All rights reserved 1 PROGRAMMATIC MARKETING SOLUTIONS Marketing Automation Solutions Webinar Part 2 The Best in Ad Testing, Creative and Reporting
  2. 2. INTRODUCTION TO ©2015 All rights reserved 2 Our Speakers Gerry Routledge Senior Sales Engineer at Acquisio Brad Geddes Co-founder, AdAlysis Rob Lenderman Co-Founder & COO, Boost Media
  3. 3. INTRODUCTION TO ©2015 All rights reserved 3 • The webinar is recorded and will be made available by email • The slides will also be available by email • Q&A session at the end of the webinar • Use the Chat box to submit your questions at any time Housekeeping
  4. 4. INTRODUCTION TO ©2015 All rights reserved 4 Agenda 1. Reporting 2. Ad Testing 3. Ad Creative
  5. 5. INTRODUCTION TO ©2015 All rights reserved 5 Poll Question How many accounts does your company currently manage? a) 1-10 b) 11-100 c) 101-999 d) 1000+
  6. 6. INTRODUCTION TO ©2015 All rights reserved 6 Poll Question How many accounts do you personally manage? a) 1-5 b) 6-50 c) 51-100 d) 101 +
  7. 7. INTRODUCTION TO ©2015 All rights reserved 7 Reporting
  8. 8. INTRODUCTION TO ©2015 All rights reserved 8 • Cut the drudgery • Free up valuable time • Work smarter, not harder • And still impress your clients! Automate Your Reporting
  9. 9. INTRODUCTION TO ©2015 All rights reserved 9 • PPC, Analytics, Call-Tracking, 2nd Tier Engines • Many custom integrations available • Check the Marketplace Link in the Acquisio platform Consolidate Data Sources
  10. 10. INTRODUCTION TO ©2015 All rights reserved 10 • Give your agency a recurring theme • Maintain stylish reports, customized for each client in your portfolio • Modify all reports in the template with a few clicks One-to-Many Report Templates
  11. 11. INTRODUCTION TO ©2015 All rights reserved 11 • Use relative date ranges • Customize the date ranges to your requirements (There are hundreds!) Setup for Recurring Delivery
  12. 12. INTRODUCTION TO ©2015 All rights reserved 12 • Turn on Scheduled Delivery • Pick the day of the month for delivery • Add as many email addresses per client as desired Setup for Recurring Delivery
  13. 13. INTRODUCTION TO ©2015 All rights reserved 13 • Clients view their own interim reports when they want them • Secure and white-labelled • You control which reports are displayed Make Use of the Extranet
  14. 14. INTRODUCTION TO ©2015 All rights reserved 14 • Use 1-to-Many for more frequent “How We Did This Week” reports • Use 1-to-1 when deep filtering, or special commentary is required • Add value for clients with little or no effort  Combine 1-to-Many and 1-to-1 Reporting
  15. 15. INTRODUCTION TO ©2015 All rights reserved 15 Ad Testing
  16. 16. INTRODUCTION TO ©2015 All rights reserved 16 Creating Scientific Ad Tests
  17. 17. INTRODUCTION TO ©2015 All rights reserved 17 Ad Testing is Improvement and/or Insights
  18. 18. INTRODUCTION TO ©2015 All rights reserved 18 A/B Testing – Known as Single Ad Group Testing
  19. 19. INTRODUCTION TO ©2015 All rights reserved 19 Idea 1 Idea 2 Idea 3 Idea 4 Idea 5 Multi-Ad Group Testing
  20. 20. INTRODUCTION TO ©2015 All rights reserved 20 Single Ad Group Testing Insights within an ad group -Best for high traffic ad groups -Best for Brand ad groups -Good for other ad groups after you’ve done some multi-ad group testing for global insights Multi-Ad Group Testing Insights across a segment -Best for template created ads -Best for small data accounts -Best for market research Use Cases
  21. 21. INTRODUCTION TO ©2015 All rights reserved 21 Quick Market Research Example
  22. 22. INTRODUCTION TO ©2015 All rights reserved 22 Ad CTR Conv Rate CPI Avg Order Fast & Free Shipping 4.96% 4.22% 0.209% $71.32 Rush Shipping 5.13% 4.32% 0.225% $357.91 Rush Shipping Vs Fast Shipping
  23. 23. INTRODUCTION TO ©2015 All rights reserved 23 Type Ad CTR Conv Rate RPI B2B Fast & Free Shipping 2.31% 3.46% 0.286328 B2B Rush Shipping 5.47% 5.30% 1.037939 B2C Fast & Free Shipping 4.02% 4.73% 0.137408 B2C Rush Shipping 1.96% 3.05% 0.043392 Segmenting by Consumer Type: B2B vs B2C
  24. 24. INTRODUCTION TO ©2015 All rights reserved 24 • Segment by B2B vs B2C • For B2B – use ‘rush shipping’ • For B2C – use ‘free shipping’ • Next Steps: • Examine the branded terms, RLSAs and remarketing lists and see if there’s a good way to match the shipping type to the ads. • Can we change the landing page to match the shipping? Apply Insights to Ad Writing
  25. 25. INTRODUCTION TO ©2015 All rights reserved 25 How to Start Testing
  26. 26. INTRODUCTION TO ©2015 All rights reserved 26 Basic Segments: • Your brand • 3rd party brands • Products • Informational • Long tail • By buying cycle entrance • Etc… Ad Type: • Text ads • DSAs • Image ads • Call only ads • HSAs • etc… Devices: • Mobile • Desktops • All Determine Your Segments
  27. 27. INTRODUCTION TO ©2015 All rights reserved 27 Metric Best Usage CTR: Click Through Rate Max Traffic (note: CPI is usually still better) Conversion rate Most conversions from landing page CPI: Conversion per Impression Most conversions possible CPA: Cost per Conversion Lowering cost per conversion ROAS: Return on Ad Spend Hitting ROAS goals RPI: Revenue per Impression Maximizing revenue Define Your Testing Metrics
  28. 28. INTRODUCTION TO ©2015 All rights reserved 28 Metric Impressio ns Clicks Conversions Timeframe CTR Yes Optional Yes CPA Yes Yes Conversion rate Optional Yes Yes CPI Yes Optional Yes ROAS Yes Yes RPI Yes Optional Yes What Minimum Data To Define
  29. 29. INTRODUCTION TO ©2015 All rights reserved 29 Impressions Clicks Conversions Low Traffic 350 300 7 Mid Traffic 750 500 13 High Traffic 1000 1000 20 Well known brand terms 100,000 10,000 100 - 1000 The MINIMUM Data – It’s OK to have HIGHER Minimums Define Minimum Data
  30. 30. INTRODUCTION TO ©2015 All rights reserved 30 Term Type Minimum Confidence Long Tail Keywords 90% Mid data terms 90% – 95% 3rd Party Brands you Sell 90% (small brands) to 95% (large brands) Top Keywords (the ones you watch daily) 95% - 99% Your Brad Terms 99% Define Minimum Confidence Levels
  31. 31. INTRODUCTION TO ©2015 All rights reserved 31 • Option 1: • 3 months • Option 2: • Define maximums for each metric • Define timeframes Define Maximum Data
  32. 32. INTRODUCTION TO ©2015 All rights reserved 32 Count of Ad Row Labels Mobile All Effective Device Ad Group 1 2 All Ad Group 2 None Ad Group 3 1 2 Mobile/Desktop Ad Group 4 3 1 Mobile/Desktop Ad Group 5 10 All Ad Group 6 2 6 Mobile/Desktop Ad Group 7 1 7 Mobile/Desktop Ad Group 8 1 6 Mobile/Desktop Ad Group 9 7 All Test by Device (if appropriate)
  33. 33. INTRODUCTION TO ©2015 All rights reserved 33 Note: Google Changes Ad Formats on Mobile Devices
  34. 34. INTRODUCTION TO ©2015 All rights reserved 34 • If below minimum data, wait. • If above minimum, calculate confidence factors • If below minimum confidence – wait • If above minimum confidence – take action • If above maximum data and a test has no results, take action • Action = Pausing loser OR pausing loser & creating new challenger • In the case of multi-ad group testing: Replace entire string with a new pattern to test • (optional): Use insight in other areas, such as email, landing pages, etc Actions
  35. 35. INTRODUCTION TO ©2015 All rights reserved 35 See Ad Testing Results in Acquisio
  36. 36. INTRODUCTION TO ©2015 All rights reserved 36 We want everyone to do what they do best! People = Creativity Computers = Math, statistics, and pattern recognition At AdAlysis…
  37. 37. INTRODUCTION TO ©2015 All rights reserved 37 • Single ad group tests automatically created • (optional) Define minimum data • (optional) Define confidence factors • Test up to 6 metrics • Get alerts when there are no results • Test patterns or labels across ad groups • See global insights • Support for AdWords & Bing Ads • Works with text, rich media, DSAs, customizers, etc • Only work on actionable data AdAlysis
  38. 38. INTRODUCTION TO ©2015 All rights reserved 38 • Determine what you want to test: • Single ad group • Multi-ad group • Define: • Testing metrics • Minimum data • Maximum data • Segments • Confidence levels per segment • Run Your test • When you reach minimum data: • Run confidence calculations • If winners & losers – take action • If no winners – wait • When you reach max data • Pause test and reset • When you have winners in Multi-Ad Group testing: • Apply that data to other channels Recap
  39. 39. INTRODUCTION TO ©2015 All rights reserved 39 If You’re Interested in Learning More About AdAlysis • Contact your Acquisio Rep • The AdAlysis connector is Free • Learn More • AdAlysis.com • FREE 30 Day Trial • Contact Brad Geddes • http://adalysis.com/contact/ • Twitter: @bgTheory • LinkedIN: /in/ewhisper
  40. 40. INTRODUCTION TO ©2015 All rights reserved 40 Creative Optimization
  41. 41. INTRODUCTION TO ©2015 All rights reserved 41 Increase Your Paid Search Conversion with Creative Optimization
  42. 42. INTRODUCTION TO ©2015 All rights reserved 42 We Are Boost Media Boost Media increases advertiser profitability by using a combination of professional human optimizers and a proprietary software platform to drive increased ad relevance at scale. Boost has delivered more than $1 billion in optimized digital ads for 100+ enterprise brands.
  43. 43. INTRODUCTION TO ©2015 All rights reserved 43 The Third Pillar of Advertising Optimization Search Engines & Agencies $ Media Buying The Story of Digital Advertising KEYWORD DEVELOPMENT BIDDING CREATIVE ???
  44. 44. INTRODUCTION TO ©2015 All rights reserved 44 Creative Optimization Defined • Creative Optimization is the practice of enhancing and augmenting your messaging to improve campaign performance. What Is It? #CreativeMatters
  45. 45. INTRODUCTION TO ©2015 All rights reserved 45 Creative Optimization Defined • To optimize campaign performance and increase conversions. • To stand out from your competition. • To appeal to your consumer’s emotion. • To create messaging diversity to surface strategic insights. Why Should You Be Using It? #CreativeMatters
  46. 46. INTRODUCTION TO ©2015 All rights reserved 46 Pop Quiz!
  47. 47. INTRODUCTION TO ©2015 All rights reserved 47 Which Ad Performed Better? ONE TWO vs Prada Shoes at Retail Brand Free Shipping & Returns! Shop Prada at Retail Brand. www.retailbrand.com Retail Brand Prada Shoes Shoes That Look & Feel Fabulous Shop Prada At Retail Brand Today! www.retailbrand.com
  48. 48. INTRODUCTION TO ©2015 All rights reserved 48 Which Ad Performed Better? ONE TWO vs Prada Shoes at Retail Brand Free Shipping & Returns! Shop Prada at Retail Brand. www.retailbrand.com Retail Brand Prada Shoes Shoes That Look & Feel Fabulous Shop Prada At Retail Brand Today! www.retailbrand.com AD TWO 47% difference
  49. 49. INTRODUCTION TO ©2015 All rights reserved 49 V Shop Car Rental Deals [-----].com/CarRentalDeals Compare 100s of Cars For No Fee. Save on Car Rentals In One Search. Car Rental Deals [----].com Compare Low Rates From Top Brands. Book a Car Rental Deal. CPI = Conversions Per Impression ORIGINAL—Baseline INTENT Cheap Car Rentals [-----].com/RentalCars Don’t Overpay For Your Car Rental. Compare 100s of Car Rental Rates. EMOTIONAL +62% CPI +7% CPI #CreativeMatters Get Emotional With Ad Creative
  50. 50. INTRODUCTION TO ©2015 All rights reserved 50 What Messaging Works For You? Having insight on exactly which words and phrases resonate with your target audience is crucial to optimizing ad creative. 1. Lexical Analyses 2. Phrase Analyses Top Performing Words (by CTR) CTR 2.00% 15.00% always money range orlando lincoln tampa straight moment mobile suit spur huge group site saving redeem one early try three heartbest earth dads largeofficial orland savings small thanks tree way mom make
  51. 51. INTRODUCTION TO ©2015 All rights reserved 51 Areas In Which You Can Optimize An Ad {Keyword: Optimize Your Creative} Increased Profitability, Time Savings, & Better Customer Insights. Try Now ! BoostMedia.com/CreativeMatters Value Proposition Risk Mitigation D1 Punctuation Call to Action URL Suffix Features URL Benefits Capitalization Headline Body Lines Display URL DKI #CreativeMatters
  52. 52. INTRODUCTION TO ©2015 All rights reserved 52 How To Creatively Optimize Your Account #CreativeMatters
  53. 53. INTRODUCTION TO ©2015 All rights reserved 53 Search Campaign results are typically hindered by high ad fatigue, shortages in resources and lack of creative insights. Advertisers should combat these challenges with a data driven approach to ad creative. Ad Creation at Scale1 High Ad Fatigue3 2 Knowing Why Ads are Successful Challenges To Solve For Monitoring Ad Groups 24/74 Increasing Performance5 #CreativeMatters
  54. 54. INTRODUCTION TO ©2015 All rights reserved 54 How To Optimize Your Account 1. Prioritize 2. Produce Creative 3. Test and Measure 4. Determine Learnings 5. Create More Copy to Test #CreativeMatters
  55. 55. INTRODUCTION TO ©2015 All rights reserved 55 Best Practices To Get You Started #CreativeMatters Monitor and optimize your keywords closely see1 Set up your account for success with a solid structure 2 Mobile is here: Optimize for mobile ads 5Have some flexibility with your creative testing 4 Connect ad creative to your landing page 3
  56. 56. INTRODUCTION TO ©2015 All rights reserved 56 Poll Question Which automation solution are you interested in learing more about? a) Acquisio Reporting b) Ad Testing with adAlysis c) Creative Optimization Boost Media d) All of the above e) I’m good for now!
  57. 57. Faster. Smarter. Better. Questions?

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