a smarter way to run display: 6 questions you need to ask to run a successful display campaign (and...
TRANSCRIPT
Nick DujnicDirector of Demand Generation
& Editorial Marketing
Brett WagnerExecutive Director of Ad Sales,
East Coast & Europe
Who the heck
are these guys?
LiveIntent is a
smarter way to
buy and sell
display ads in
email.
Over 750 of the US’s top brands and publishers.
Over 450 top brands.
Running a display
campaign is hard.
Running a successful display
campaign is really hard.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them)
The 6 questions you need to ask to run a
successful display campaign:
What’s my goal?
Whom do I want to reach?
Is my creative clear?
Does my landing page meet expectations?
How do I know if it’s working?
What’s next?
1
2
3
4
5
6
Question 1:
What’s my goal?
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #1
“Establishing goals at the onset of
any marketing program is essential to
being able to successfully measure the
return of your investment.”
The CMO Solution Guide to
Programmatic Marketing
MediaMath
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #1
This is the most important question you will ask.
“What’s my goal?”
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #1
Everything you do is tied to your goal.
GOAL
Targeting
Testing
DesignData
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #1
You need to have one clear goal.
PerformanceBranding
Purchases.
Sign-ups.
Downloads.
Awareness.
Traffic.
Engagement.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #1
Strategy
Cost Per Click (CPC)
Run of Network (RON)
.
Click-Through Rate (CTR)
Your goal will determine your strategy.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #1
Branding
Awareness.
Traffic.
Engagement.
Your goal will determine your strategy.
Cost Per Action (CPA)
Run of Network (RON)
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #1
Performance
Purchases.
Sign-ups.
Downloads.
3 things to remember about setting a goal:
1. You need one clear goal.
2. Your goal is what you want to do with this campaign.
3. Your goal informs your strategy.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #1
Question 2:
Whom do I want to reach?
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #2
“Digital brand marketers must
intelligently use data and
targeting…Only then can they make
meaningful connections with the right
audience in high-quality
environments.”Changing the Channel: Why Programmatic Isn’t
Ready to Deliver What Brand Marketers Want
AdAge
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #2
The right audience is determined by your goal.
Behavioral Data:
Behavioral Data: Device.
Mobile
Behavioral Data: Device, Location.
Mobile City
Behavioral Data: Device, Location, Time.
Mobile City
Evening
Pub Category Data:
Pub Category Data: News.
News
Pub Category Data: News, Sports.
SportsNews
Pub Category Data: News, Sports, Home &
Garden.
SportsNews
Home & Garden
Demographic Data:
Demographic Data: Age.
Age 25-35
Demographic Data: Age, Gender.
Age 25-35Female
Demographic Data: Age, Gender, Occupation.
Age 25-35FemaleC-Suite
CRM Data:
CRM Data: Your Own Customers.
Your Customers
It’s not about using a lot of data –
it’s about using the right data.
Male + Age 25-35 + City + Sports + Evening =
Male + Age 25-35 + City + Sports + Evening =
Machine learning needs a large sample to
learn.
Machine learning needs a large sample to
learn.
Machine learning needs a large sample to
learn.
Data companies we work with and dig.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #2
3 things to remember about targeting and data:
1. The right audience is determined by your goal.
2. Over-targeting can be detrimental.
3. Trust in the machines.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #2
Question 3:
Is my creative clear?
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
“With any banner ad, you have only a
moment to grab the attention of your
viewer and make an impression…”
Keep it Simple: 3 tips
for Banner Ad Design
ReTargeter
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
A clear creative sets expectations and inspires
action.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
A clear creative sets expectations and inspires
action.
Copydemonstrates
value clearly
and quickly.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
A clear creative sets expectations and inspires
action.
Designcleanly highlights
the product and
the brand.
Copydemonstrates
value clearly
and quickly.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
A clear creative sets expectations and inspires
action.
Call to Action sets expectations
and inspires
action.Designcleanly highlights
the product and
the brand.
Copydemonstrates
value clearly
and quickly.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
Keeping it simple keeps it mobile.
Small changes can make a big difference.
Before
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
Copydemonstrates
value clearly
and quickly.
Small changes can make a big difference.
Before
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
Copydemonstrates
value clearly
and quickly.
Call to Action
sets expectations
and inspires
action.
Before
Small changes can make a big difference.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
Call to Action
sets expectations
and inspires
action.
Before Copydemonstrates
value clearly
and quickly.
Small changes can make a big difference.
Designhighlights the brand,
but not the product
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
Small changes can make a big difference.
AfterBefore
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
Small changes can make a big difference.
+56%CTR
AfterBefore
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
3 things to remember about designing creatives:
1. A clear creative sets expectations and inspires action.
1. Keeping it simple keeps it mobile
2. Small changes can make a big difference.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #3
Question 4:
Does my landing page
meet expectations?
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
“Think one goal, one message, one action.
And hence one page – generally a new one
– a landing page.”
101 Landing Page Optimization Tips
UnBounce
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Keep it simple and focused on the action
inspired by the creative.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Keep it simple and focused on the action
inspired by the creative.
Aligns with
expectations set
by the creative.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Keep it simple and focused on the action
inspired by the creative.
Copy and
form are
simple and
clear.
Aligns with
expectations set
by the creative.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Has one possible
action and makes it
easy to do.
Keep it simple and focused on the action
inspired by the creative.
Copy and
form are
simple and
clear.
Aligns with
expectations set
by the creative.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Making better landing pages –
courtesy of Yellow Hammer
BEFORE:
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Value
is
hidden.
Making better landing pages –
courtesy of Yellow Hammer
BEFORE:
No Border
Making better landing pages –
courtesy of Yellow Hammer
BEFORE:
Value
is
hidden.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Making better landing pages –
courtesy of Yellow Hammer
BEFORE:
Goal is below the
drop-down menu
Value
is
hidden.
No Border
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Making better landing pages –
courtesy of Yellow Hammer
AFTER:
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Brought
value to the
top and
highlighted
products.
Making better landing pages –
courtesy of Yellow Hammer
AFTER:
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Added a border.
Brought value
to the top.
Making better landing pages –
courtesy of Yellow Hammer
AFTER:
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Added a border.
Brought value
to the top.
Making better landing pages –
courtesy of Yellow Hammer
Made the field first and
pre-focused.
AFTER:
Making better landing pages –
courtesy of Yellow Hammer
+20%Conversion
Rate
Before After
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
More tips from Yellow Hammer
Shorten Load Time
Visit Yellow Hammer
*Learn more about Yellow Hammer at http://www.yhmg.com/
Keep Mobile in Mind
Pixel Placement Matter
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
3 things to remember about landing pages:
1. Keep it simple and focused on the
action inspired by the creative.
2. Make forms effortless.
3. Test and learn.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #4
Question 5:
How do I know
if it’s working?
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #5
“By establishing measurable goals,
you will drive insights from your
programmatic strategies that
can be applied in real-time.”
The CMO Solution Guide to
Programmatic Marketing
MediaMath
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #5
Three steps to staying in control:
1. Establish Benchmarks.
2. Measure Constantly.
3. Adapt.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #5
Think of your campaign like a treasure map…
Think of your campaign like a treasure map…
If this is
your goal…
Think of your campaign like a treasure map…
You have 30
days to get there
from here.
Think of your campaign like a treasure map…
You have 30
days to get there
from here.
Pirates that don’t like you.
Think of your campaign like a treasure map…
This is where
you need to be
in 10 days.
Think of your campaign like a treasure map…
This is where you need to be in 20 days.
This is where
you need to be
in 10 days.
Think of your campaign like a treasure map…
This is where you need to be in 20 days.
This is where
you need to be
in 10 days.30 Days
you hit
your goal
Think of your campaign like a treasure map…
Think of your campaign like a treasure map…
This is where
you need to be
in 10 days.
Think of your campaign like a treasure map…
This is where
you need to be
in 10 days.
You’re only here.
Some reasons you might be missing your
benchmarks:
1. Unclear Goals
2. The Wrong Strategy
3. Over-Targeting.
4. Design Misalignment
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #5
If you STILL can’t figure it out…
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #5
If you STILL can’t figure it out…
BLAME THE
SALES GUY!
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #5
If you STILL can’t figure it out…
Ask the
experts
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #5
If you STILL can’t figure it out…
Have trust
& patience
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #5
A real-life example.
A real-life example.
$
Financial
brand.
A real-life example.
$
Financial
brand.
Their Goal:
High Qualified
Leads
A real-life example.
$
Started
with 3
strategies
with 3
targeting
segments
Their Goal:
High Qualified
Leads
A real-life example.
$
Their Goal:
High Qualified
Leads
High Cost per
Action
Low
Conversion
Rate
A real-life example.
$
Their Goal:
High Qualified
Leads
They went back
to the beginning
Starting over is OK as long as you learn.
$
1 strategy
optimized to
conversions
Their Goal:
High Qualified
Leads
Starting over is OK as long as you learn.
$
Their Goal:
High Qualified
Leads
170% lower
Cost Per
Action
168% increase
in Conversions
3 things to remember about testing and
learning:
1. Establish benchmarks, measure constantly, and adapt.
2. Re-ask the first 4 questions to find your problem.
3. Trust your partners and have patience.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #5
Question 6:
What’s next?
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
“Consumers rarely convert after
seeing just one or two ads.”
10-Step Guide to Creating Great Ads
Chango
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Every campaign is a single step in a customer
journey.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Campaign
Every campaign is a single step in a customer
journey.
Campaign
Doesn’t
Convert
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Every campaign is a single step in a customer
journey.
ConvertsDoesn’t
Convert
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Campaign
Every campaign is a single step in a customer
journey.
Doesn’t
Convert
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Campaign
Cookie RetargetingDoesn’t
Convert
Every campaign is a single step in a customer
journey.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Campaign
Every campaign is a single step in a customer
journey.
Cookie RetargetingDoesn’t
Convert
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Campaign
Every campaign is a single step in a customer
journey.
? ?? ?
Cookie RetargetingDoesn’t
Convert
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Campaign
Every campaign is a single step in a customer
journey.
ConvertsDoesn’t
Convert
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Campaign
Every campaign is a single step in a customer
journey.
@
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Campaign
Every campaign is a single step in a customer
journey.
CRM Retargeting @
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Campaign
“What’s My Goal?”
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
3 things to remember about what’s next:
1. Use retargeting to re-engage
people that didn’t convert.
2. Always collect an email address.
3. Use CRM retargeting to match
customers on every device.
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Question #6
Questions?
6 Questions You Need to Ask to Run a Successful Display Campaign (and how to answer them) : Q&A
Contact Us:
Nick DujnicDirector of Demand Generation
& Editorial Marketing
Brett WagnerExecutive Director of Ad Sales,
East Coast & Europe
[email protected]@liveintent.com
APPENDIX:
Some concepts we’ll be talking about
(and are good to know)
Programmatic.
Programmatic:
Refers to the automated process of buying
and selling of display ads.
Programmatic Direct:
Automated buys done directly with a
publisher or website.
Real-time Bidding (RTB):
Auction-based, automated buys done
through a demand-side platform across
multiple sites or exchanges.
If you’re not programmatic yet, you will be.
Programmatic accounts for more
53% of the online marketplace.(Magna Global)
Programmatic will
grow 137% in 2015.(eMarketer)
Programmatic will account for 63%
of the online marketplace by 2016.(eMarketer)
Advantages of programmatic.
It’s easier.
It’s more efficient.
It’s more effective.
Machine Learning Optimization.
Machine Learning:
Algorithms that can analyze huge
amounts data in microseconds in
order to decide the most likely
outcome in a given situation, then
use the resulting data to inform
future decisions.
Advantages of Machine Learning Optimization.
Test more, faster.
Optimize to the
impression.
No wasted budget.