goldberg-analytics
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Digital Trends & Insights: Putting Them To Work For Your Clients
WHAT IS THE VALUE OF A “LIKE”?
HOW DO YOU QUANTIFY SEARCH RESULTS USING A BID MANAGEMENT TOOL?
HOW DO YOU UTILIZE OFFLINE DATA TO OPTIMIZE YOUR ONLINE CAMPAIGN?
HOW TO PUT GOOGLE ANALYTICS TO WORK FOR YOUR MEDIA BUYS?
Campaign Management PlatformsDecipher Insights From Dashboards & Take Action
WHAT IS THE VALUE OF A “LIKE”?
Evaluation of a “Like”Different Studies, Different Numbers
$136.38 = $3.60 =
Added ValueHow to Serve it to a Client
Direct Relationship Between “Likes” and CPABetter CPA, Higher the “Likes”
Client: Pisco PortonCreative Optimized Based on FB Insights
HOW DO YOU QUALIFY SEARCH RESULTS USING A BID MANAGEMENT TOOL?
Maximizing PPC Efficiency AND EffectivenessApproaching Campaigns from All Angles
The Value of the Query vs the KeywordOptimizing Landing Pages Based on User Intent
Jobs
Jobs in DC
Nurse Jobs
Tuscon Jobs
/JobSearch
42%Bounce Rate
The Value of the Query vs the KeywordOptimizing Landing Pages Based on User Intent
Tuscon Jobs
Nurse Jobs
Jobs in DC
Jobs
/Nursing
/DC
/Search
11%Bounce Rate
19%Bounce Rate
/Tuscon
Client Impact on Campaign ROIBetter Relevance Led to Better Performance
Granularity = Exponential GrowthAutomated Bid Management Becomes Critical
Results Are Win-Win-WinClient, Users, Agency
1stClients 1st
Users 1stAgency
HOW DO YOU UTILIZE OFFLINE DATA TO OPTIMIZE YOUR ONLINE CAMPAIGN?
Accurate Measurement Demo Data enables Site Measurement with as Few as 10k Uniques
250K
80MM
Vs.
10%
Panel-Based Solution
Audience Coverage
Uniques Needed
.01%
10,000 10,000,000
Larger Off-Line Database = Larger Sample Statistically Significant Measurement @ Placement Level
=
Case StudyMajor Mattress Retailer
= Over-indexing
Demographic Data Comparison: Age Impression Index vs. Conversion index
Home Ownership Index
Demographic Data Comparison: Home OwnershipImpression Index vs. Conversion Index
Home Ownership Index
Demographic Data Comparison: Home OwnershipImpression Index vs. Conversion Index
Revised Media PlanSkew Towards Rental Sites
Aperture Data on Rental SiteRental Site Over-Indexing on “Owners”
75 Index
133 Index
123 Index
82 Index
7-year mattress cycle
Demographic Data Comparison: Length of ResidenceImpression Index vs. Conversion index
Length of Residence: Impressions
Length of Residence: Clicks
Campaign Execution & OptimizationLetting Data Dictate Optimizations
HOW DO YOU PUT GOOGLE ANALYTICS TO WORK FOR YOUR MEDIA BUYS?
Google Analytics is Ubiquitous
Google Analytics is Extensive and DetailedUnderstanding Your Site Users is Key
Case StudyOnline Food Delivery Service
Monitor Dashboards to Identify IssuesConversion Rates Had Been Falling Site-wide; Why?
Geography? Seasonality?
WebsiteBugs?
MediaMix?
DemographicChange? Product
Mix?
Problem Identified: Mobile ConversionsMobile: Second in Traffic, Last in Conversions
Problem Identified: Mobile ConversionsMobile: Second in Traffic, Last in Conversions
Two Pronged Approach to CounterLove the iPhone and Hate the iPhone.
Stop Targeting Most Mobile Devices
Create Apps and Mobile eCommerce
Short Term Results are StrongLong Term Results are TBD
