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Marketing automation solutions webinar (part 2)
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INTRODUCTION TO ©2015 All rights reserved 1
PROGRAMMATIC MARKETING SOLUTIONS
Marketing Automation Solutions WebinarPart 2
The Best in Ad Testing, Creative and Reporting
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INTRODUCTION TO ©2015 All rights reserved 2
Our Speakers
Gerry RoutledgeSenior Sales Engineer
at Acquisio
Brad GeddesCo-founder, AdAlysis
Rob LendermanCo-Founder & COO,
Boost Media
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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
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INTRODUCTION TO ©2015 All rights reserved 4
Agenda
1. Reporting
2. Ad Testing
3. Ad Creative
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INTRODUCTION TO ©2015 All rights reserved 5
Poll Question
How many accounts does your company currently manage?
a) 1-10b) 11-100c) 101-999d) 1000+
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INTRODUCTION TO ©2015 All rights reserved 6
Poll Question
How many accounts do you personally manage?
a) 1-5b) 6-50c) 51-100d) 101 +
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INTRODUCTION TO ©2015 All rights reserved 7
Reporting
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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
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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
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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
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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
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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
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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
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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
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INTRODUCTION TO ©2015 All rights reserved 15
Ad Testing
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INTRODUCTION TO ©2015 All rights reserved 16
Creating Scientific Ad Tests
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INTRODUCTION TO ©2015 All rights reserved 17
Ad Testing is Improvement and/or Insights
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INTRODUCTION TO ©2015 All rights reserved 18
A/B Testing – Known as Single Ad Group Testing
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INTRODUCTION TO ©2015 All rights reserved 19
Idea 1Idea 2Idea 3Idea 4Idea 5
Multi-Ad Group Testing
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INTRODUCTION TO ©2015 All rights reserved 20
Single Ad Group TestingInsights 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 TestingInsights across a segment- Best for template
created ads- Best for small data
accounts- Best for market
research
Use Cases
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INTRODUCTION TO ©2015 All rights reserved 21
Quick Market Research Example
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INTRODUCTION TO ©2015 All rights reserved 22
Ad CTR Conv Rate CPI Avg OrderFast & 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
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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% 1.037939B2C Fast & Free
Shipping4.02% 4.73% 0.137408
B2C Rush Shipping 1.96% 3.05% 0.043392
Segmenting by Consumer Type: B2B vs B2C
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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
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INTRODUCTION TO ©2015 All rights reserved 25
How to Start Testing
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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
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INTRODUCTION TO ©2015 All rights reserved 27
Metric Best UsageCTR: Click Through Rate Max Traffic (note: CPI is usually still
better)Conversion rate Most conversions from landing pageCPI: Conversion per Impression Most conversions possible
CPA: Cost per Conversion Lowering cost per conversionROAS: Return on Ad Spend Hitting ROAS goalsRPI: Revenue per Impression Maximizing revenue
Define Your Testing Metrics
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INTRODUCTION TO ©2015 All rights reserved 28
Metric Impressions
Clicks Conversions Timeframe
CTR Yes Optional YesCPA Yes YesConversion rate Optional Yes YesCPI Yes Optional YesROAS Yes YesRPI Yes Optional Yes
What Minimum Data To Define
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INTRODUCTION TO ©2015 All rights reserved 29
Impressions Clicks ConversionsLow Traffic 350 300 7Mid Traffic 750 500 13High Traffic 1000 1000 20Well known brand terms
100,000 10,000 100 - 1000
The MINIMUM Data – It’s OK to have HIGHER Minimums
Define Minimum Data
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INTRODUCTION TO ©2015 All rights reserved 30
Term Type Minimum ConfidenceLong 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
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INTRODUCTION TO ©2015 All rights reserved 31
• Option 1:• 3 months
• Option 2:• Define maximums for each metric• Define timeframes
Define Maximum Data
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INTRODUCTION TO ©2015 All rights reserved 32
Count of AdRow Labels Mobile All Effective Device
Ad Group 1 2 AllAd Group 2 NoneAd Group 3 1 2 Mobile/DesktopAd Group 4 3 1 Mobile/DesktopAd Group 5 10 AllAd Group 6 2 6 Mobile/DesktopAd Group 7 1 7 Mobile/DesktopAd Group 8 1 6 Mobile/DesktopAd Group 9 7 All
Test by Device (if appropriate)
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INTRODUCTION TO ©2015 All rights reserved 33
Note: Google Changes Ad Formats on Mobile Devices
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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
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INTRODUCTION TO ©2015 All rights reserved 35
See Ad Testing Results in Acquisio
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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…
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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
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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
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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
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INTRODUCTION TO ©2015 All rights reserved 40
Creative Optimization
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INTRODUCTION TO ©2015 All rights reserved 41
Increase Your Paid Search Conversion with Creative
Optimization
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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.
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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
???
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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
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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
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INTRODUCTION TO ©2015 All rights reserved 46
Pop Quiz!
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INTRODUCTION TO ©2015 All rights reserved 47
Which Ad Performed Better?
ONE TWOvsPrada Shoes at Retail Brand
Free Shipping & Returns! ShopPrada at Retail Brand.www.retailbrand.com
Retail Brand Prada ShoesShoes That Look & Feel FabulousShop Prada At Retail Brand Today!www.retailbrand.com
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INTRODUCTION TO ©2015 All rights reserved 48
Which Ad Performed Better?
ONE TWOvsPrada Shoes at Retail Brand
Free Shipping & Returns! ShopPrada at Retail Brand.www.retailbrand.com
Retail Brand Prada ShoesShoes That Look & Feel FabulousShop Prada At Retail Brand Today!www.retailbrand.com
AD TWO47%
difference
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INTRODUCTION TO ©2015 All rights reserved 49
VShop Car Rental Deals[-----].com/CarRentalDealsCompare 100s of Cars For No Fee.Save on Car Rentals In One Search.
Car Rental Deals[----].comCompare Low Rates From Top Brands. Book a Car Rental Deal.
CPI = Conversions Per Impression
ORIGINAL—Baseline
INTENT
Cheap Car Rentals[-----].com/RentalCarsDon’t Overpay For Your Car Rental. Compare 100s of Car Rental Rates.
EMOTIONAL
+62%
CPI
+7% CPI
#CreativeMatters
Get Emotional With Ad Creative
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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 Analyses2. Phrase Analyses
Top Performing Words (by CTR)
CTR
2.00% 15.00%
always
money
range
orlando
lincoln
tampa
straight
moment
mobile
suit spur
hugegroup
site savingredeem
oneearly
try
three
heartbest
earthdads
largeofficial
orlandsavings small
thanks
tree
way
mommake
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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 RiskMitigation
D1Punctuation
Call to ActionURL Suffix
FeaturesURL
Benefits
Capitalization
HeadlineBody Lines
Display URL
DKI
#CreativeMatters
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INTRODUCTION TO ©2015 All rights reserved 52
How To Creatively Optimize Your Account
#CreativeMatters
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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
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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
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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 page3
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INTRODUCTION TO ©2015 All rights reserved 56
Poll Question
Which automation solution are you interested in learing more about?
a) Acquisio Reportingb) Ad Testing with adAlysisc) Creative Optimization Boost Mediad) All of the abovee) I’m good for now!
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Faster. Smarter. Better.
Questions?