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Performance Display - Best practices

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

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

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Transcript

  • 1. Performance display Best practices
  • 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. Planning Build Go live Reporting/ Analysis Optimisation What’s next?
  • 4. Getting from A B
  • 5. Tagging Tag management solution Adserving container tag Media buying platform tags
  • 6. Campaign structure Avoid
  • 7. Campaign structure Ideal
  • 8. Top-level targeting Prospecting – new users
  • 9. Audience Contextual Reach
  • 10. Top-level targeting Retargeting – existing users Users <1d 1-2d 4-7d 30d+ 7-14d 14-30d
  • 11. Buying metrics CPM (dynamic/ variable) CPC CPA
  • 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. 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. 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. Creative Simple is good Engaging is better Rubbish is bad
  • 16. Simple creative
  • 17. Engaging creative
  • 18. Rubbish creative
  • 19. The plan
  • 20. Plan sign off
  • 21. Build!
  • 22. Test
  • 23. Go live!
  • 24. Reporting Numbers – efficient Commentary – insight, actions, questions
  • 25. Analysis
  • 26. Analysis Visualisation Attribution modelling Test/ control experiments
  • 27. Optimisation One change at a time Document
  • 28. What’s next?
  • 29. Planning Build Go live Reporting/ Analysis Optimisation What’s next?
  • 30. John Were CEO, Xelsion See you on the SiteVisibility stand