sitescout august buyer strategy webinar

P R E P A R E D B Y : PAM DICKSON, CUSTOMER SUCCESS MANAGER

OPTIMIZATIONS

Agenda

• Optimization Definition

• Optimization Timeline

• Optimization Metrics

• Optimization Levers

• Basic/Auto Optimization Recs

• Optimization Strategy for Conversions

Optimization — SiteScout Definition

Agenda







Optimization — Timeline

PRIOR TO

LAUNCH

1st DAY AFTER

LAUNCH

1st WEEK AFTER

LAUNCH

Are we set up for success given the KPI and the tactics

chosen?

Are we live and winning impressions?

Within the first week of launch, are we able to spend?

- No. Broaden our reach.

- Yes. OPTIMIZE!

Optimization Strategies — Pacing & Optimizations

PACING

Utilize the data within your campaigns to drive performance towards best

performing sites/creative/exchange/etc.

OPTIMIZATIONS

Check spend across all live tactics and evaluate projected daily spend to meet

monthly or flighted BUDGETARY goals.

Should be done on a regular basis (daily or weekly, depending on the

budget size) and are highly dependent on each other during the lifetime

of a campaign.

BOTH

Agenda







Optimization Strategies — Metrics

IDENTIFY POINTS OF WEAKNESS OR OPPORTUNITY BASED OFF OF IMPRESSIONS WON PAIRED WITH YOUR PERFORMANCE GOALS

1Recall Your KPI (ecpc, conversions, CTR, etc.) 2

Set Date Range (to match flight date of current campaign)

4 Sort By Impressions Won(highest to lowest)

3 Set Evaluation Sample Size ($1,000/month- 1,000 impressions, $10,000/month- 10,000 impressions)

2

4

Agenda







Optimization Strategies — Levers You Can Pull

Data drives the decisions and the performance here.

SITE/PLACEMENT CREATIVE DAYPARTING NETWORK

SITESCOUT TIP: Don’t forget to optimize between tactics!

Agenda








BIDIMPRESSIONS

WON

TOTAL

CONVERSIONSWIN RATE

How much is this inventory and how much are we willing to pay for

it?

Used to benchmark your success metric to

ensure enough volume to make decisions

Combines VTC and CTC in one comprehensive

pool to be used as a success metric

Used to see if we have

potential to win more

impressions given our

current CPM bid and

targeting parameters


CLEARING

eCPM

CLEARING

eCPC

CLEARING

eCPA

VIDEO

COMPLETION

RATE

If we are using this as a success metric, are we

within range?

Preferred success metric for driving clicks, starting success metric

for conversion/eCPAcampaigns

Driving towards efficient conversions

Success metric for in-stream video campaigns

Agenda







Optimization — Basic Tools

Automate optimizations at the

creative and placement level

MIND BLOWN?

Agenda







Optimization — Optimizing Towards Conversions

Choose efficient

tactics

Act as a Digital Consultant

Follow path to

conversions as a userVerify Pixel Placement


Choose efficient

tactics

• Make data driven decisions without sacrificing your spend

(bid low, optimize towards low eCPC to drive efficient

traffic to site)

• Be mindful of the audience targeting flat fee (choose

relevant, low cost segments)

• Remember: Some tactics don’t seamlessly report

conversions (mobile app). These are still valuable tactics

to include, but set expectations accordingly


Follow path to

conversions as a

user

• Client Goal: Drive sign ups for SiteScout RTB

• Does the current landing page make sense? What is the

path to get to the sign up page from the landing page?

• Don’t be afraid to make suggestions on ways to best meet

the client goals!


Verify Pixel

Placement

• Did the client confirm pixel placement?

• Are we seeing the pixel on the page?

• Use free internet tools such as Ghostery to check for

simple placement verification

• Enable view through conversion tracking within your

campaigns!

SUMMARY







KEY TAKEAWAYS1. There is no right or wrong way to optimize – you

learn from each move you make.

2. Create an efficient timeline for your team based

off your resources and the amount of data within

the campaigns.

3. Optimizing towards conversions can be tricky –

use the automated tools and don’t be afraid to

give suggestions to best meet.

sitescout august buyer strategy webinar

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