Performance display
Best practices
This presentation was produced for
BiddableWorld 21 January 2014 where it was
delivered in person. The slides by themselve...
Planning
Build
Go live

Reporting/ Analysis
Optimisation
What’s next?
Getting from
A
B
Tagging
Tag management solution

Adserving container tag
Media buying platform tags
Campaign structure
Avoid
Campaign structure
Ideal
Top-level targeting
Prospecting – new users
Audience
Contextual
Reach
Top-level targeting
Retargeting – existing users
Users

<1d 1-2d

4-7d
30d+
7-14d

14-30d
Buying metrics
CPM (dynamic/ variable)

CPC

CPA
Buying metric examples
CPM
1,000 impressions @ $1 CPM
Cost = $1
CPC
1,000 impressions * CTR of 0.1% = 1 click @ $1 CPC
Cos...
Buying metric examples 2
CPM
1,000 impressions @ $1 CPM
Cost = $1
CPC
1,000 impressions * CTR of 1% = 10 clicks @ $1 CPC
C...
Buying metric examples 3
CPM
1,000 impressions @ $1 CPM
Cost = $1
CPC
1,000 impressions * CTR of 1% = 10 clicks @ $2 CPC
C...
Creative
Simple is good
Engaging is better
Rubbish is bad
Simple creative
Engaging creative
Rubbish creative
The plan
Plan sign off
Build!
Test
Go live!
Reporting
Numbers – efficient
Commentary –
insight, actions, questions
Analysis
Analysis
Visualisation

Attribution modelling
Test/ control experiments
Optimisation
One change at a time
Document
What’s next?
Planning
Build
Go live

Reporting/ Analysis
Optimisation
What’s next?
John Were
CEO, Xelsion
See you on the SiteVisibility stand
Performance Display - Best practices
Performance Display - Best practices
Upcoming SlideShare
Loading in …5
×

Performance Display - Best practices

1,768 views
1,471 views

Published on

Presentation given at Biddable World 2014 in London by John Were on best practices in real-time bidding/ RTB display campaign planning through execution.

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,768
On SlideShare
0
From Embeds
0
Number of Embeds
231
Actions
Shares
0
Downloads
43
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Performance Display - Best practices

  1. 1. Performance display Best practices
  2. 2. This presentation was produced for BiddableWorld 21 January 2014 where it was delivered in person. The slides by themselves may not be self-explanatory…
  3. 3. Planning Build Go live Reporting/ Analysis Optimisation What’s next?
  4. 4. Getting from A B
  5. 5. Tagging Tag management solution Adserving container tag Media buying platform tags
  6. 6. Campaign structure Avoid
  7. 7. Campaign structure Ideal
  8. 8. Top-level targeting Prospecting – new users
  9. 9. Audience Contextual Reach
  10. 10. Top-level targeting Retargeting – existing users Users <1d 1-2d 4-7d 30d+ 7-14d 14-30d
  11. 11. Buying metrics CPM (dynamic/ variable) CPC CPA
  12. 12. Buying metric examples CPM 1,000 impressions @ $1 CPM Cost = $1 CPC 1,000 impressions * CTR of 0.1% = 1 click @ $1 CPC Cost = $1 CPA 1,000 impressions * CVR of 0.1% = 1 conversion @ $1 CPA Cost = $1
  13. 13. Buying metric examples 2 CPM 1,000 impressions @ $1 CPM Cost = $1 CPC 1,000 impressions * CTR of 1% = 10 clicks @ $1 CPC Cost = $10 CPA 1,000 impressions * CVR of 1% = 10 conversions @ $1 CPA Cost = $10
  14. 14. Buying metric examples 3 CPM 1,000 impressions @ $1 CPM Cost = $1 CPC 1,000 impressions * CTR of 1% = 10 clicks @ $2 CPC Cost = $20 CPA 1,000 impressions * CVR of 1% = 10 conversions @ $10 CPA Cost = $100
  15. 15. Creative Simple is good Engaging is better Rubbish is bad
  16. 16. Simple creative
  17. 17. Engaging creative
  18. 18. Rubbish creative
  19. 19. The plan
  20. 20. Plan sign off
  21. 21. Build!
  22. 22. Test
  23. 23. Go live!
  24. 24. Reporting Numbers – efficient Commentary – insight, actions, questions
  25. 25. Analysis
  26. 26. Analysis Visualisation Attribution modelling Test/ control experiments
  27. 27. Optimisation One change at a time Document
  28. 28. What’s next?
  29. 29. Planning Build Go live Reporting/ Analysis Optimisation What’s next?
  30. 30. John Were CEO, Xelsion See you on the SiteVisibility stand

×