marketing automation solutions webinar (part 2)

INTRODUCTION TO ©2015 All rights reserved 1

PROGRAMMATIC MARKETING SOLUTIONS

Marketing Automation Solutions WebinarPart 2

The Best in Ad Testing, Creative and Reporting


Our Speakers

Gerry RoutledgeSenior Sales Engineer

at Acquisio

Brad GeddesCo-founder, AdAlysis

Rob LendermanCo-Founder & COO,

Boost Media


• 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


Agenda

1. Reporting

2. Ad Testing

3. Ad Creative


Poll Question

How many accounts does your company currently manage?

a) 1-10b) 11-100c) 101-999d) 1000+


Poll Question

How many accounts do you personally manage?

a) 1-5b) 6-50c) 51-100d) 101 +


Reporting


• Cut the drudgery

• Free up valuable time

• Work smarter, not harder

• And still impress your clients!

Automate Your Reporting


• PPC, Analytics, Call-Tracking, 2nd Tier Engines

• Many custom integrations available

• Check the Marketplace Link in the Acquisio platform

Consolidate Data Sources


• 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


• Use relative date ranges

• Customize the date ranges to your requirements (There are hundreds!)

Setup for Recurring Delivery


• 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


• 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


• 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


Ad Testing


Creating Scientific Ad Tests


Ad Testing is Improvement and/or Insights


A/B Testing – Known as Single Ad Group Testing


Idea 1Idea 2Idea 3Idea 4Idea 5

Multi-Ad Group Testing


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


Quick Market Research Example


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


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


• 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


How to Start Testing


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


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


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


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


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


• Option 1:• 3 months

• Option 2:• Define maximums for each metric• Define timeframes

Define Maximum Data


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)


Note: Google Changes Ad Formats on Mobile Devices


• 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


See Ad Testing Results in Acquisio


We want everyone to do what they do best!

People = Creativity

Computers = Math, statistics, and pattern recognition

At AdAlysis…


• 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


• 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


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

http://adalysis.com/contact/


Creative Optimization


Increase Your Paid Search Conversion with Creative

Optimization


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.


The Third Pillar of Advertising Optimization

Search Engines & Agencies

$Media

Buying

The Story of Digital Advertising

KEYWORD DEVELOPMENT BIDDING CREATIVE

???


Creative Optimization Defined

• Creative Optimization is the practice of enhancing and augmenting your messaging to improve campaign performance.

What Is It?

#CreativeMatters


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


Pop Quiz!


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


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


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


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


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


How To Creatively Optimize Your Account

#CreativeMatters


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


How To Optimize Your Account

1. Prioritize

2. Produce Creative

3. Test and Measure

4. Determine Learnings

5. Create More Copy to

Test

#CreativeMatters


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


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!

Faster. Smarter. Better.

Questions?

marketing automation solutions webinar (part 2)

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