performance marketing success
DESCRIPTION
Digital World Expo v201.1 .:. Presentation by Randy Wootton.TRANSCRIPT
Confidential Information
Performance Marketing
Confidential Information
Today’s conversation Goa: Answer a couple of questions:
What is performance marketing? How is it connected to Branding v/s Direct
Response marketing? How can you think about doing it well?
Strategy, Tactics, MetricsMedia PlanningCreative Optimization
How do affiliates play in this space? Who are some of the top partners to work with?
What are the gotchas to avoid?
2
Confidential Information
Performance Marketing is about Performance
3
.09% CTR
.14% CTR .16% CTR
.48% CTR.48% CTR
The best performing creative had a clickthrough rate
more than 5x higher than the worst performer
Hypothetical budget of $5,000 @ $2.50 eCPM:8,400 clicks vs. 1,800 clicks
Confidential Information
Performance Marketing
Is about Performa& another way to describe Direct Response Marketing
DR Marketing is designed to get a “response” from a prospect Brand Marketing is more “upper funnel” tactics (TV, Print, Outdoors) Above the line, Below the line, Thru the line Where’s the line?
4
AWARE
CONSIDER
SHOP
BUY
OWN
PurchaseFunnel
Branding--ATL
Direct Response--BTL
Confidential Information
Performance Marketing online Online, Performance marketing is about getting a
prospect to take an action. Examples include:
Buy a product/service (ROI) Registration: Cost Per Lead (CPL) Whitepaper download: Cost Per Action (CPA)
Performance Marketing is not: Affiliates or publisher marketing who are paid when a
specific action is completed =Affiliate marketing
5
Confidential Information
Measuring Success
Lots of metrics—can be confusing Have to understand your ultimate goals Make sure to test, learn, and test
6
Confidential Information 7
Performance Marketing=The challenge
Create a media plan that:
1. Achieves a tough goal
2. Stays within a tight budget
3. Delivers within a limited time frame
You have to “Scale the Pyramid”
Confidential Information
RON
Geographic
Demographic
Content
Site
Channel
Category Keyword (Display)
Competitor Keyword (Display)
Brand Keyword (Display)
Retargeting
AWARE
CONSIDER
SHOP
BUY
OWN
Purchase Funnel
What is the Pyramid?
8
Retargeting
Brand Keyword (Display)
Competitor Keyword (Display)
Category Keyword (Display)
Channel
Site
Content
Demographic
Geographic
RON
Confidential Information
Scale the Pyramid: Run of Network
9
Run of Network
Best practice:
Monitor performance by site and content.
Confidential Information
Scale the Pyramid: Geographic Targeting
10
Geographic
Best practice:
Target neighboring cities. Use zip code targeting.
Confidential Information
Scale the Pyramid: Demographic Targeting
11
Demographic
Best practice:
Use unique messaging by age group.
Confidential Information
Scale the Pyramid: Content Targeting
12
Content
Best practice:
Weather and finance sites work well for travel.
Confidential Information
Scale the Pyramid: Site Specific Targeting
13
Site Specific Targeting
Best practice:
Place your brand next to other brands that your target consumers value.
Confidential Information
Scale the Pyramid: Content Keyword Targeting
14
Keyword Content
Best Practice:
Target your brand, competitive brands and category keywords.
Confidential Information
Scale the Pyramid: Behavioral Targeting
15
Behavioral Targeting
Best Practice:
Buy your cookies and your media separately.
Confidential Information
Scale the Pyramid: Retargeting
16
RetargetingBest practice:
Implement as many unique retargeting pixels as possible.
Confidential Information
Best Practice: Test a variety of publishers and networks
17
Multiple targeting profiles
Match each targeting profile to the inventory sources that support it.
Confidential Information
Performance Media Success
18
Create a media plan that achieves tough goals on a tight budget in a limited time frame by:
1. Aligning your goals with your budget
2. “Scale the pyramid”
RON Geographic targeting Demographic targeting Content targeting Behavioral targeting Retargeting
• g3. Testin a variety of publishers
Confidential Information
Creative Performance Success
Make your message simple and clear
Include a prominent call to action
Test multiple themes in all standard sizes in both SWF and GIF
Begin with a minimum of 3 to 5 ad themes
Test themes side by side
19
Don’t assume you know the best creative
Confidential Information
Best Practice
20
Images, product shots
Offer
Call to action
Logo
Target Segment
Customize Creative by Segment
Confidential Information
Creative Complexity
21
Segment 1
Segment 2
Segment 3
@#$%!
Confidential Information
Best Practice
Little things mean a lot Modifying even small elements of a creative can have
meaningful results
22
Just because an ad worked last month doesn’t mean it will next month, or three months from now Freshness Seasonality
Your testing is never complete
+125% CTR
Confidential Information
Real challenges, real solutions
23
Atlantis ResortsIncrease ticket sales for an upcoming Miley Cyrus concert by targeting a local audience with custom, time-sensitive creative.
VisionDirectRetarget users who had shopped but not purchased with custom creative.
BMWMaintain brand and creative consistency while allowing customized messages for its local/regional dealer network’s campaign.
Confidential Information
Re-cap
Don’t assume you know the best creative Customize creative by segment Creative testing is never complete Leverage AdReady’s creative templates,
your clients’ pre-existing ads, or create your own custom templates
24
Confidential Information
Display vs Search Optimization
What has made Search Advertising successful Easy to use buying and control over placement Sophisticated analytics, measurement and reporting
behind the scenes
The most successful display advertisers today rely on some key pieces of “Tribal Knowledge” That help them configure campaigns That guide them in optimizing campaigns
AdReady is working to marry this knowledge, with advanced analytics and machine learning to make all advertiser’s campaigns successful
25
Confidential Information
Affiliate Marketers An advertiser relinquishes control of ad location and frequency to
the publisher. The publisher agrees to forego payment in advance. The advertiser pays only after a validated lead or other action of
value — such as a click, a download, or a registration by a prospect who meets agreed-upon quality criteria — is generated.
26
Confidential Information
© 2011 AdReady, Inc. Confidential
27
Tips to successful erformance strategy
1
3. Remember Fundamentals
1. Diversify to Amplify
2. Understand your Levers
Confidential Information
To grow your overall marketing effectiveness,you need to constantly diversify your overall portfolio mix
© 2011 AdReady, Inc. Confidential
28
DIVERSIFYING YOUR MARKETING PORTFOLIO
1. Diversify to Amplify
Radio
Television
Time
Return on Ad Spend
and
Reach
Confidential Information
To grow your overall marketing effectiveness,you need to constantly diversify your overall portfolio mix
© 2011 AdReady, Inc. Confidential
29
DIVERSIFYING YOUR MARKETING PORTFOLIO
Radio
Television
Search
Display
Social… etc.
Time
Return on Ad Spend
and
Reach
1.Multiple Display Marketplaces
2.Fragmented Display Audiences
Diversify to Amplify
Confidential Information
© 2011 AdReady, Inc. Confidential
30
WHY DIVERSIFY?
MULTIPLE DISPLAY MARKETPLACES
A
A
A
A
A
P
P
P
P
P
Advertisers Publishers
Buy-Side Tool
Exchanges
Exchanges
Ad Network
s
3. Buy directly from publishers
1. Buy through
Exchanges
2. Buy through Ad Networks
Confidential Information
© 2011 AdReady, Inc. Confidential
31
WHY DIVERSIFY?
FRAGMENTATION IN THE INTERNET
Confidential Information
What to remember buying from marketplaces… Your ‘Bid,’ or rate you will pay, is your primary lever Ideal bid should balance delivery (volume) vs. performance There is an ‘efficient frontier’ beyond which increasing bid is not
advisable Yet most advertisers over-state their bid to ensure delivery at
beginning
© 2011 AdReady, Inc. Confidential
32
VOLUME VS. PERFORMANCE
Volume(AKA
‘Delivery’)
Performance(AKA ‘eCPX’)
2. Understand your Levers
Confidential Information
© 2011 AdReady, Inc. Confidential
33
EFFICIENT FRONTIER FOR DELIVERY
Confidential Information
© 2011 AdReady, Inc. Confidential
34
TARGETING LEVERS
Increased targeting leads to increased performance… but
reduced volume
Confidential Information
© 2011 AdReady, Inc. Confidential
35
ONE EXAMPLE OF AN INTEGRATED PLAN
Great return, but limited reach
Higher cost, but qualified!
Great feeder to drive traffic to site for Retargeting
Confidential Information
© 2011 AdReady, Inc. Confidential
36
A SMART MARKETER + A SMART TOOL
Smart Optimization = Smart Media Planning + Smart Tools
Smart Tools collect and process historical datato provide the most accurate bid for the requested targets.
Confidential Information
© 2011 AdReady, Inc. Confidential
37
USE “BIG COMPUTING” TO YOUR ADVANTAGE
Today’s unique technology
convergenceCOMMODITIZED
COMPUTING POWER
INTELLIGENT ALGORITHMS
Confidential Information
MAKING DATA WORK FOR YOU
© 2011 AdReady, Inc. Confidential
38
CUSTOMER-FOCUSED APPROACH
• Technology in background• Algorithms lead to
recommended actions• All campaigns across all
publishers
BENEFITS
• Eliminate guess work• Eliminate long trial &
error cycles• Faster on-boarding
Confidential Information
KNOW YOUR
CUSTOMER.
© 2011 AdReady, Inc. Confidential
39
3. REMEMBER THE FUNDAMENTALS
The first thing you learned in marketing is still true…
Confidential Information
© 2011 AdReady, Inc. Confidential
40
KNOW YOUR CUSTOMER
Confidential Information
© 2011 AdReady, Inc. Confidential
KNOW YOUR CUSTOMER
INTRODUCING THE OLD SPICE GUY
Confidential Information© 2011 AdReady, Inc. Confidential 42
4.8 M
6 MILLIONHITS IN 1 DAY
4.4 M
3 M
HUGE RESULTS:• Old Spice rose to #1 spot in category in U.S.• #1 All-Time Most Viewed Brand Channel on
YouTube
KNOW YOUR CUSTOMER