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Using Data to Design Smarter Online Ad Campaigns

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Did you know that only 11% of marketing decisions are based in data? Hafez Adel, Sr. Director of Marketing with ReTargeter, hosts a webinar on how you can improve your online ad campaigns with the use …

Did you know that only 11% of marketing decisions are based in data? Hafez Adel, Sr. Director of Marketing with ReTargeter, hosts a webinar on how you can improve your online ad campaigns with the use of data. Hafez is joined by Max Teitelbaum of WhatRunsWhere.com.

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  • 1. Using Data to Design Smarter Online Ad Campaigns Hafez Adel Max TeitelbaumSenior Director of Marketing Co-Founder / COO ReTargeter.com WhatRunsWhere.com
  • 2. Old vs. New Approaches to Advertising Old Way New Way Intuitive Methodical Assumptions-based Data-driven Spray & Pray Targeted & Precise
  • 3. Marketers Underutilize Data• Only 11% of decisions are based in data• Over 50% of marketers rely on past experience and/or intuition to make decisionsResults?• Poor ROI• Wasted time & effort• No path to improvement Source: HBR.org, 2012
  • 4. Too Much Data: The Curse of Connectors• Loves dashboards• Continuously tracks multiple metrics• Reactive decision-making
  • 5. Using Data the Right Way: Focusers• Ties all metrics to core business objectives• Knows what to ignore• Balances agility with long-term planning
  • 6. Using Data in the Online Advertising Lifecycle Planning Analysis & Campaign Insights Launch Measurement
  • 7. Pre-Launch:How to Use Competitive Intelligence to Plan Your Online Ad Campaign
  • 8. Post Launch:Using Data to Optimize Your Campaigns
  • 9. Elements of an Online Ad Campaign Creatives Placements
  • 10. Optimizing Creatives• Key Metrics – Click-through rate (CTR) – Engagement rate• Optimization – Copy – Graphics – Call to action A/B test all three elements to find the sweet spot
  • 11. Creative Performance Over TimeRefresh your creatives every 3 months to avoid banner fatigue
  • 12. Optimizing PlacementsKey Metrics• Interest • CTR • Engagement rate • Conversion rate • CPA• Reach & Efficiency • Impressions • CPM & eCPC Performance of Ad Placements = Audience Fit
  • 13. Optimizing Placements (cont’d.) Conv.Domain CPM Imps. CTR eCPC Conversions CPA RateSite A $4.00 667,000 0.20% $2 80 6% $33Site B $5.00 833,000 0.25% $2 146 7% $29Site C $3.00 500,000 0.10% $3 15 3% $100Site D $6.00 250,000 0.35% $1.70 70 8% $21
  • 14. Optimizing Placements (cont’d.) Conv.Domain CPM Imps. CTR eCPC Conversions CPA RateSite A $4.00 667,000 0.20% $2 80 6% $33Site B $5.00 833,000 0.25% $2 146 7% $29Site C $3.00 500,000 0.10% $3 15 3% $100Site D $6.00 250,000 0.35% $1.70 70 8% $21
  • 15. Optimizing Placements (cont’d.) Conv.Domain CPM Imps. CTR eCPC Conversions CPA RateSite A $4.00 667,000 0.20% $2 80 6% $33Site B $5.00 833,000 0.25% $2 146 7% $29Site C $3.00 500,000 0.10% $3 15 3% $100Site D $6.00 250,000 0.35% $1.70 70 8% $21
  • 16. Using Data to Design Smarter Online Ad Campaigns• Using data limits your risks and creates better ads from the beginning• Data allows you to optimize your existing campaigns and guide future tests• Creative optimization is a highly iterative process; A/B testing can produce superior results• Analyzing site placement performance can help guide your ad spend for maximum ROI• Data-driven thinking can be applied through the entire advertising lifecycle

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