digital marketing minnesota - mobile advertising january, 2015

Mobile Display Advertising:

Campaign Setup & OptimizationJanuary, 2015

Robert W. Flournoy

Digital Marketing Minnesota

Background

Introductions

Primer on Mobile Advertising

Discussion & Questions

Agenda

http://www.meetup.com/digital-marketing-minnesota/


Introduction

ConversionOptimization

Mobile

Web Analytics

OnlineAdvertising

SEO

DevelopmentSocial Media

Email

Strategy

EcommerceLocal



Introduction

Breaking It Down…What It’s All About…



Robert FlournoyStarted with Email Marketing

Built a Boston based Internet Consulting Agency

6 Years Ran Own Internet Business

VP eCommerce –Inc. 5000 & MN Fast 50

Started Group 7 yrs ago to share and learn with others

Introduction



Jeff Kemnitz

Formerly Worked For Robert• As head of marketing, grew from $1M to $6M over 4 years

Agency Director• Websites, SEO, PPC, Social, Email marketing• Shopify, Magento, Wordpress development

Alive Wired is the official “corporate” sponsor of MIMA

Introduction



30 Seconds – Introduce Yourself Name & What You Currently Do?

Why Interested?

Internet Marketing Experience

Current Marketing Issues/Questions

Introduction



Want to Present or Know Someone Who Might?

Introduction



Your Mobile Strategy

Share Your Mobile ExperiencesMarketing Strategy - Do you have a mobile marketing strategy?

Website - Do you have a mobile or responsive website?



First things first, test your site with the Google Mobile Testing Tool

Google's new mobile-friendly testing tool tells you if your site passes or fails the mobile test.

https://www.google.com/webmasters/tools/mobile-friendly/






Why is mobile important?Multi-Screen World

Mobile Landscape

Source: Google



Why is mobile important?– Astonishing Growth from $18 - $28 in a Year

Mobile Landscape

Source: marketingprofs.com


http://www.marketingprofs.com/charts/2015/26727/projected-2015-2017-ad-spend-growth-by-region-and-channel



Share Your Mobile Experiences

Advertising - Do you have a specific mobile advertising program or is it just part Adwords, Bing, etc.?

Any lessons learned, good/bad experiences?



Mobile Landscape

Understanding the Mobile Advertising Ecosystem

•Display Side Platform (DSP): Ultimate customer is

the marketer/advertiser. Their job is to find the

most efficient impressions possible given the

constraints the marketer has provided them. While

folks don't like using the word "cheap", the DSP is

trying to find the best ROAS for an advertiser and

one of the main factors driving ROAS is the cost of

the impression.

•Supply Side Platform (SSP): Ultimate customer is

the publisher. Their job is to sell the impressions

for as much as possible. Hence, they're trying to

sell the impressions for as much as possible for

their publisher partners/customers.

Source: Quora


http://www.quora.com/What-is-the-difference-between-demand-side-platforms-and-supply-side-platform


The Process

Quick Campaign Setup

ExecutionSetupLaunch

OptimizationAnalysis

Monitoring

PlanningObjectives

Audience & BudgetMechanism

Messaging & CreativeNetwork




What are the business objective and KPIs?

Be specific: X Number of Sales, Leads, Phone Calls..

How much are you willing to spend? ROI goals and amount you are willing to spend…

Who are you targeting? Demographic, geographic, psychographic, devices, sites…

How is it this going to be accomplished technically?

Email signup, purchase, click to call, download…

What is the messaging and creative? The hook, i.e. the angle, offer and supporting banners / landing pages…

What network (DSP) are you going to use?

There are hundreds…




Any questions?



You’ve got your plan together….

Let’s get up and runningDesign Banners and Landing pages• Need Continuity:

– Design– Messaging– Call to Action

• Popular Mobile Banner Sizes– 320x50– 300x50– 300x250– 168x28– 120x20




What makes a good banner & landing page?Graphics, Text & Imagery - The body of a banner: The trap, what draws attention. What makes a user see it.Messaging / Call to Action - The soul of a banner: The connection, what produces a click. What make a user buy?


http://65364faf9de98a998691-96c49120b5f09c1acb0389d8da627670.r16.cf5.rackcdn.com/bannerslandersHighLatest.jpg





And a landing page?


Cross-platform compatible…

Shady Legit



Let’s setup a campaign in real-time…

Decisive.is


•Banner Upload•Setup Tokens & Conversion Tracking

• Tie back creatives to click behavior and conversions

•Time - start and stop•Geo•Device (all platforms are a little different)

• Connection Type: Wifi vs WAP/Mobile• Operating System• OS Version• Manufacturer• Device Name• Device Model• Form Factor

•Audience• Content Type: App vs Site• App• Site• Category (based on IAB)• Subcategory• Frequency Capping

•Budget

Quick Start


https://app.decisive.is/



Any questions?



What does the data look like?

MOST IMPORTANT….Develop an iterative testing protocol for:AdsPlacementsBidsDay PartingLanding PagesMessaging


Sample Data Export

It’s all about statistics….Here’s an A/B Graphical Bayesian Calculator


http://www.peakconversion.com/2012/02/ab-split-test-graphical-calculator/


Tips & Tricks for Non-Math NerdsDevelop ROI & Targeting Create 10 messaging angles & choose 2Create 5 banners for each angle w/ different graphics Create 2 landing pages corresponding to 2 angelsCreate 4 campaigns: Wifi / WAP vs Site / AppOptimize ad CTR first by focusing on blacklisting bad placements, then messaging then graphicsOptimize landing page CTR similarly after the ads are optimized




Tips & Tricks for Math NerdsLearn about:– Bayesian “Bandit” Testing– Binomial Confidence Intervals

Use min. & max. viable conversion rate– Conv. Rate you need to make the campaign profitable

based on click costs, payout on a conversion and target ROI• Example:

– CPM $20– Payout of $5– Min ROI of 100%– Min. Viable Conversion Rate = .08%– Min (ROI/100+1)*CPM/(Payout*10)



http://en.wikipedia.org/wiki/Multi-armed_bandit

http://statpages.org/confint.html



That’s the quick start mobile primer…

Questions & Answers
