Download - [WEBINAR] Outbrain Campaign Optimization 101
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Outbrain Campaign Optimization: Tips for Success
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• How We Recommend Your Content• Best PracticeS for Campaign Creation• Optimizing for Outbrain Success • Interpreting your Outbrain data• Q&A Session
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TODAY’S WEBINAR
• Outbrain has more than 45 algorithms working together to recommend each piece of content to the most interested reader across our network
• The algorithms largely fall into the following buckets:• Personal: things we know each reader likes• Behavioural: readers who like this, also read this• Contextual: related to what you are reading• Popular: content trending across our network
HOW WE RECOMMEND YOUR CONTENT
• Outbrain’s algorithms automatically serve all titles in a campaign to try and appeal to as wide an audience as possible
• After the initial ‘exploration’ phase, which can last a day or two, the algorithms will automatically optimise towards the most interesting titles in the campaign
HOW WE RECOMMEND YOUR CONTENT
Pre-‐Campaign Planning
Campaign StructureDifferent Campaigns Can Have Different Objectives
Page Views • Higher Volume • Higher CTR• Lower CPC• Less Engagement
Conversions• Lower Volume• Lower CTR• Higher CPC• Higher Engagement
Considerations for Content
Awareness/Page Views
Conversions
Optimizing for OUTBRAIN Success
OPTIMIZING FOR SUCCESS
1. Tracking & Analytics2. Campaign Duration3. Headlines 4. CPC5. Geo-‐targeting 6. Platform Targeting
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• Set Google Analytics campaign UTM using Google’s Tool URL Builder
• Suggested taggingUTM_Medium = DiscoveryUTM_Source = OutbrainUTM_Campaign = Campaign Name
• We can also add dynamic content to your tracking codes
1. TrackingIdentify the Correct Traffic
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OPTIMIZING FOR SUCCESS
OPTIMIZING FOR SUCCESS
1. TrackingAcquisition > All Traffic
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OPTIMIZING FOR SUCCESS
1. Tracking
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• Google defines a bounce when a reader doesn’t take any action on the page so a reader may have read the entire page but will still be counted as a bounce
• Define what a bounced visit means to you• Define engagement on the page• Set up Google Analytics engagement events
Measure bounce better
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No Engagement Events Engagement Events
OPTIMIZING FOR SUCCESS
1. Tracking
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• Google defines Time on Page as the time spent going from one page to another
• We redefined our Time on Page google event as time spent on the page the user entered
• Minimal time for engagement on content
Measure time on page better
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Time on Site
No Timing Events Timing Events
OPTIMIZING FOR SUCCESS
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Optimizing Your Campaign For Your Marketing Objectives
Person signs up for the Allstate newsletter
PROMOTED STORIES
Top 10 Things to Look for in a Used Car Inspection Allstate Blog
Person doesn’t sign up for the Allstate newsletter
Lookalike audiences will see this story
MORE
Lookalike audiences will see this story
LESS
How does it work?
Person clicks to marketer’s site
Person sees marketer’s recommendation
KPI Optimization Drives Performance
+36% average uplift in conversions
Example: Plated drives subscriptions
ConversionsCPA
KPI Optimization Enabled KPI Optimization Started
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2. Campaign DurationThe longer you amplify your content with
Outbrain, the higher your CTR
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OPTIMIZING FOR SUCCESS
OPTIMIZING FOR SUCCESS
3. Headlines matter
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OPTIMIZING FOR SUCCESS
http://outbra.in/hubspotebook
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3. Headlines matterThe more content and headlines you test,the better your campaign will perform
#OBwebinar>5 Headlines >10 Headlines >15 Headlines
OPTIMIZING FOR SUCCESS
81-‐100CHARACTERS
3. Headlines MatterSix Tips for Success
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Headlines generate the highest level of engagement at moderate lengths
3. Headlines Matter
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Bracketed clarifications increase CTR and Conversion Rate when used in
headlines
38%HIGHER CTR
OPTIMIZING FOR SUCCESS
75%HIGHER CVR
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
• Competition is fierce • Monitor frequently • Ensure your CPC is optimize
when geo-‐targeting
4. Optimizing Your CPCStart with a higher CPC to build your reach
Then optimize down over time
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OPTIMIZING FOR SUCCESS
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
4. Optimizing Your CPCStart with a higher CPC to build your reach
Then optimize down over time
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OPTIMIZING FOR SUCCESS
5. Geo-‐targetingBe sure you are reaching the right audience
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OPTIMIZING FOR SUCCESS
OPTIMIZING FOR SUCCESS
Contact [email protected] geo-‐target down to the DMA
(Designated Market Area)
6. Platform TargetingReach your target audience across devices
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OPTIMIZING FOR SUCCESS
6. Device TargetingReach your target audience across devices
Tablet
.23%
.20%
.16%
SmartphoneDesktop
HOLIDAY 2013 CONTENT:ENGAGEMENT BY DEVICE
AVERAGE CTR
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OPTIMIZING FOR SUCCESS
OPTIMIZING FOR SUCCESS
1. Tracking 2. Campaign duration 3. Testing titles 4. CPC5. Geo-‐targeting6. Device Targeting
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OPTIMIZING FOR SUCCESS
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INTERPRETING YOUR OUTBRAIN
REPORTS
LET’S RECAP WHAT WE KNOW• Outbrain’s algorithms automatically serve all titles in a campaign
across the network of publishers to try and appeal to as wide an audience as possible
• After the initial ‘exploration’ phase, which can last a day or two, the algorithms will automatically optimise towards the most interesting (in our case, clickable) titles in the campaign
FOR THIS REASON…• There will never be an even distribution of traffic between all titles• Outbrain will serve the titles that have the most traction with
readers across the network
Interpreting the Top Articles
• CTR acts as a ‘quality score,’ or in our case an ‘interest score’ to put the most interesting pieces of content in front of readers
• CTR and CPC are the two metrics by which the algorithms recommend your content.
Interpreting CTR & CPC
• When a campaign starts, the system automatically serves a certain number of impressions to each article in the campaign
• During this phase, the system ‘explores’ the content to find interested readers across the network
• For this reason, a campaign can take a day or two to really pick up traction
Why is my campaign slow in the beginning?
There are a number of reasons a campaign can slow down. Here are a few common ones:
• Did you drastically lower the CPC?
• Did you take out any top performing articles?
• Was it the weekend (or another slow period, like a holiday)?
• Did you extend the campaign’s end date (stretching the budget and making it smaller each day)?
Why is there a big dip in my traffic?
CAMPAIGN PERFORMANCE
is only as good as its driver
Leverage OUR Tools
• Optimize your campaign regularly• Test headlines and images• Review your CPC and budgets• Manage and add content• Utilize our resources
MORE RESOURCES
Discrepancy: YouTube stats
A:
It is NOT a web analytics issue, but unique issue with YouTube’s own YouTube Analytics report (free)• YouTube Analytics does NOT count auto-‐start. It counts proactive click on play.
• YouTube Analytics has an anti-‐fraud process, which pauses tracking after a burst of visits from the same source URL.
Do:
If quantifying the number of video views on YouTube video is important to the client,• Do not use auto-‐start (not the best usability idea but it works for YouTube Analytics)
• Embed the video on a web page, use Google Analytics (or other) to account for landing from campaign.
Q:Client amplified videos on their page on YouTube.com. 50,000 visits delivered in campaign. Client says they only see 15,000 video play although video plays automatically each time the page is accessed. Why the big gap?
YouTube Analytics ‘Views report’: https://support.google.com/youtube/answer/1714329?hl=en&ref_topic=3029003
Amplify
Conversion tracking
A:
• Analytics’ conversion tracking generally work only if the campaign click leads the user directly to the client’s website in which analytics reports on (need to arrive with campaign tracking code or referrer identification in order to associate conversion with the campaign).
• Outbrain can account for conversion events as a result of campaign click, regardless of paths taken to get to the conversion event.
• e.g. Campaign drive traffic to earned content. Conversion is defined as visit to product page on the brand website.
Q:Outbrain has conversion pixel (aka ‘optimisation code’). How different is it from what the client can get from GA
Amplify
CAMPAIGN CREATION SETUP
CAMPAIGN CREATION SETUP
CAMPAIGN CREATION SETUP