beyond the click: display metrics for demand marketers [powerpoint]
DESCRIPTION
Demand marketers today use CTR (click-through rate) as the primary measure for effective display ads. This metric alone does not tell the whole story. In this educational webinar, learn how to: Lower your media costs by 12-20% with viewable impressions, site-specific engagement details, first party and IP-based data, and more. Increase conversions by 30% with lead captures directly inside display ads. Speaker: Mani Iyer, Kwanzoo CEO Duration: 45 minutesTRANSCRIPT
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Beyond the Click: Display Metrics
forDemand Marketers
Presented by: Mani Iyer | CEO @ Kwanzoo
@iyermani
#demandgen
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OBJECTIVES
Webinar Objectives
• Educate Demand Marketers on new display opportunities using rich media, integrated with first party data (MAP, CRM)
• Share tips, tricks, best practices for effective display & retargeting campaigns.
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AGENDA
1. Display Advertising & Retargeting Landscape
2. Running Display & Retargeting: Today’s Key Metrics
3. Introducing Rich Media Ads: More Metrics, Deeper Insights
4. How to Prioritize Display & Retargeting Campaign Opportunities (and Continuously Optimize)
5. Questions
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Display Advertising & Retargeting Landscape
Other Networks
Retargeting
Exchanges / RTB
B2B Audiences
See kwanzoo.com/solutions/display-retargeting/supported-networks-exchanges/
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Display Ad Sizes
There are many standard sizes defined by the Interactive Advertising Bureau (IAB):
• leaderboard (728x90) = 728 pixels wide, 90 pixels high
• medium rectangle (300x250) most available inventory across ad sizes
• Other common sizes • 300x600 • 160x600• 180x150
• mobile ad sizes (iPhones, Androids, iPads)• 468x50• 300x50 • 320x50
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Types of Display Ads
Ad Formats • banner ads / image ads / flat ads - simple images (PNG, JPG)
• rich media ads - Flash-based or Dynamic HTML-based. Ads can have forms for lead capture, polls for gathering insights, etc.
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Running Display Campaigns: Today’s Key Metrics
• Conversion - turning an unknown user into a known prospect (first name, last name, email, company, etc.)
• Landing Pages - where conversions typically happen today• user clicks on a flat ad, then are redirected to the landing page
• Click Through Rate (CTR) • getting users to click through the ad to your landing page.
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Kwanzoo’s Cloud-based Rich Media Platform
Do-It-Yourself (DIY) platform for marketers Out-of-the-box Integration
Certified rich media ad platform on Google Display Network (GDN), DoubleClick Ad Exchange (AdX) and Google AdMob
Certified on 3rd party ad networks, re-targeting platforms, ad exchanges
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Rich Media Ads: Capture Leads without Landing Pages with In-Banner Lead Forms
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In-Banner Lead Form – User Experience – Step 2
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In-Banner Lead Form – User Experience – Step 3
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Boost top-of-funnel leads with in-banner lead forms
A/B testing showed over 30% higher lead conversions
BEFORE:
Multi-step engagement & conversion – all inside a display ad. No Landing Page
Needed.
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Top-of-Funnel: Boost Leads with Video Lead Form Ads
• Link in your marketing or training video from Youtube
• Capture leads in the retargeted ad, store directly into your MAP or CRM
1. Video 2. Overlay banner
3. Lead form
4. Thank you screen
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(Optional) Front Screenwith title and webinar pitch
collect registrations in Signup Screen
Capture Registration Data directly into Citrix GoToWebinar,
MAP or CRM
Top-of-Funnel: Webinar sign-ups directly inside ads
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A/B Testing Lead Form Ads
Multiple Front Screen Creatives
Front Screen 1 Front Screen 2 Front Screen 3
Front Screen 4
All creatives served on a rotating basis, leading to the same Sign-up Screen creative
Signup Screen
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A/B Testing Lead Form Ads
Single Sign-up Screen Only
Creative 1 Creative 2 Creative 3
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Rich Media Ads – Key Metrics Beyond CTRs
Basic metrics include:
• Impressions – # times the video lead form ad is served• Engagement – the First Click on the lead form ad• Lead Captures – complete form fills on Lead Form screen• Clicks – the click on the call-to-action on the Thank You screen
that is presented after the Lead Form screen
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Lead Form Ads – Deeper Insights
View detail stats including:• impressions• viewable impressions• partial form fills • lead captures
• %engagement / impressions• %engagement / viewable
impressions• video play duration for each
engagement (video lead form ads)• %video play / total video duration
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Closed-Loop Reportingintegrated with MAP/CRM
Measure Impact Increased lead conversions Pipeline acceleration Increased closed/won deals
Suspect InquiryMarketing
QualificationSales
QualificationCustomerMarketing
Marketing Automation (MAP) / CRM
Rich Media Campaigns Across Your Demand Funnel: Optimize Your Complete Lead Management Process
Top of Funnel:
Increase display ad conversions w/ in-banner forms & video lead form ads
Boost retargeted ad conversions with in-banner forms & video lead form ads
Site & Email retarget across 3rd party sites
Mid Funnel:
Improve nurture programs across email & display ads w/ rich media polls
Site, Email & CRM retarget known prospects
Dynamic, persona-based & account-based ads
Lower Funnel:
Upsell/cross-sell with rich media polls & CRM retargeting
Dynamic, persona-based & account-based ads
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How To Prioritize Display / Retargeting Opportunities
1. Site Retargeting - Prior site visitors, tracked through cookies on their browser.
2. Email Retargeting – Prospects with email addresses. Matched using 3rd party cookies.
3. Account-based Targeting - Target list of companies. Matched to IP-address blocks first. Ads served to IP blocks.
4. CRM Retargeting – Prospects tracked using their physical mailing address. Matched using 3rd party cookies.
5. Direct Buy on Publisher Sites – Verified strong audience match through test campaign(s). CPM or Fixed CPL Buys.
6. Audience Targeting via RTB / Buy-side Platforms – Takes the longest to run and optimize. Use to identify new direct buy sources.
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Use Engagement Details to Optimize Future Campaigns
Details on each prospect engagement
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Engagement Details Report V2
We will also report on:
• Creative name which specific creative content / copy worked when you were A/B testing multiple creative?
• Conversion? did this specific engagement result in a lead capture?
• User information off the IP address• Organization – company e.g. Ford• IP Domain – company domain e.g. Ford.com• City – e.g. Detroit• State – e.g. Michigan• State Code – e.g. MI• Zip Code – e.g. 55555• Country – United States• Country Code – e.g. US• Continent – North America
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More Analytics – Interactive ChartsCompare Different Metrics – Impressions Served By Day, Impressions to Engagement, Impressions to Lead Captures, and more.
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Build Your Rich Media Ad in 3 Easy Steps!
1. Select rich media ad
2. Customize
3. Run, Optimize
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Questions?
Phone: 408-216-7025Email: [email protected]: @kwanzoo @iyermani
Resources:http://www.kwanzoo.com/integrations/kwanzoo-analytics/
http://www.kwanzoo.com/resources/faq/display-campaign-planning-faq/
http://www.kwanzoo.com/resources/faq/site-retargeting-planning-faq/http://www.kwanzoo.com/resources/faq/email-retargeting-planning-faq/http://www.kwanzoo.com/resources/faq/crm-retargeting-planning-faq/