Engage 2013 - Campaign Optimization

  • 374 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
374
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
15
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Campaign Optimization Kirk RamblePrincipal Optimization Consultant, Webtrends
  • 2. Step 1 – Step 3 –Media Campaign Big Profit
  • 3. This appears to be how many online marketers think of their world: Step 1 – Buy some media. Step 3 – Watch the dollars roll in!Let’s explore Step 2 – discuss how Step 2 is a primary driver of campaign ROI& how Webtrends Optimize can help. Step 1 – Step 3 – Media Campaign Big Profit
  • 4. Agenda:Step 2 – it’s a real thing.•  Examples of campaigns that forgot Step 2.•  Diagram: A world with out Step 2.•  How to improve media campaigns with Step 2.•  Diagram: A world with Step 2.Anatomy of a successful Campaign Optimization project.•  The single reason campaign traffic & Optimize are perfect together…Why worry about all of this?•  Introducing – the 3rd lever!How do we go about doing this?How to make your next campaign ROCK
  • 5. This appears to be how many online marketers think of their world:Step 1 – Buy some media.Step 3 – Watch the dollars roll in!With little thought before the campaign, and zero after it starts about:Step 2 – Where does all this expensive traffic go, and what happens next? Step 1 – Step 3 – Step 2 – Media Campaign Big Profit Landing Page
  • 6. Step 2 – Landing Page Yes, the campaign landing page – the forgotten hero in many an online media blitz. Online marketers will invest And with good reason: considerable resources (I know I’ve done it): •  Tweaking campaign creative •  The campaign creative needs to grab •  Re-tweaking campaign creative attention & be irresistible to clicks. •  Re-re-tweaking campaign creative •  Examining media spend & •  The media buy needs to efficient, delivery •  Reviewing media/campaign value and showcase the product in the performance. best possible light.But there is still something missing ….apart ofperforming campaign landing page: However, the above misses a central high the online marketing value chain –•  Immediately communicate to the visitor they are in the right place•  Reinforce the message/promise made in the campaign that drove the visitorLet’s see some examples of other-than-high performance campaign landingpages….
  • 7. Examples of Campaigns that forgot step 2.The following examples are disconnected experiences between whatprompts a visitor to take action, and the resulting landing page.•  Your campaign creative is a promise made to the visitor.•  Initial landing page messages are your Step 2 – proof points to those promises. Landing Page •  A disconnection here can result in: •  Confusion •  Hesitation Neither of these result in high conversion rates.
  • 8. Warning:What you are about to see is real. Names have not been changed, because I found them on the internet. FAIL.
  • 9. Banner Ad: Landing page:Frozen favorites Nothing is frozen & what’s a Kroger?….
  • 10. Banner Ad: Landing page:Talk to Chad What happened to Chad?
  • 11. Banner Ad: Landing page:Xfinity $29.99 $39.99? Oh wait, there it is.
  • 12. We should likely test that one. It is entirely possible that highlighting the $39.99 price point drives a higher net revenue than the $29.99 price point. We run a simple test to find out if this is the case. However, unless you have a good reason not to do so – match the landing page experience to the message that drives your visitors.
  • 13. Banner Ad: Landing page:25GB Mailboxes Bunch of features – where did mine go? Fold is about here. Down here.
  • 14. Full disclosure: Office 365 is one of my favorite clients – they have a great testing culture and have done some fantastic tests. Goes to prove: step 2 can be forgotten by anyone.
  • 15. Banner Ad: Landing page:Free – Free- Free Free – Free – Free! See – it does work sometimes!
  • 16. Banner Ad: Landing page:Free Shipping Slippers! And why you came here in the page corners.Banner Ad:Reward Card My guess is they have a slippers ad too, but I haven’t seen that one. This really isn’t that bad – but we could reinforce the campaign message stronger as the primary message.
  • 17. Banner Ad: Landing page:Virgin America case study. …Your guess is as good as mine…
  • 18. What the previous examples show us is a graphic that looks like this: Step 1: Step 1: Email – Lots of product Step 1: information – click for a Banner – demo Search –Value message Keyword related message 2 Step 2: Step 1: Generic experience – Step 1: Jumble of campaign Search – attributes and Banner –Keyword related messages. Price message message 1 Step 3: Big Profit
  • 19. In the age of campaign tagging& powerful tools like Webtrends Optimize – there must be a better way.
  • 20. Banner Ad: Landing page:$99 Carousel Slide 1 – High Speed Carousel Slide 2 – Support On the next slide we will see how Wave Broadband could have used the feature presented in the referring banner ad to surface a relevant message to visitors. Carousel Slide 3 – $99 We would use Optimize to display the correct carousel slide on page load
  • 21. Banner Ad: Landing Page page:Feature specific Carousel Slide 1 – High Speed 50 Meg Speed Carousel Slide 1 – Support Great Support Carousel Slide 1 – $99
  • 22. Banner Ad: Landing page:$95, Free Shipping, Free Partially consistent message -Returns secondary on the page.On the next slide we will see howWarby Parker could have used thefeatures presented in the referringbanner ad to surface a relevantmessage to visitors.We would use Optimize to displaythe additional content on page load.
  • 23. Banner Ad: Landing page:$95, Free Shipping, Free Consistent messageReturns FREE SHIPPING & FREE RETURNS $95 SpecialOnly when specific banner addisplay rules are met, Optimize cansurface a message to reinforcecampaign message. Graphics are awful – because I made them.
  • 24. Banner Ad: Landing page:80% off Androids, iPad etc. Something about next to nothing – where are the Androids & iPad?In the body of this page, you do(eventually) see what drove youto the page. However it wouldbe very easy to just do this -
  • 25. Banner Ad: Landing page:80% off Androids, iPad etc. Androids & iPad for next to nothingConnect the copy in the ad, tothe headline on the landingpage.
  • 26. Campaign messaging on Campaign Landing page:Visitor need Page Content OR: All traffic & content for Segmented traffic landing on pages optimized to match a Webpage. their needs.
  • 27. Campaign messaging on Campaign Landing page: Q: What is the difference between a segment and a target? A: A Segment is a portion of your traffic you can test separate from the rest of your traffic. Targets are content, selectively shown to visitors based on display rules.Examples:Segmented test - Running a test to determine Target - Showing all traffic from display ads aoptimal page content for traffic from display consistent messageads •  likely the winning content from segmented test. Winner! Segment Target
  • 28. What the previous examples show us is a graphic that looks like this: Step 1: Step 1: Email – Lots of product Step 1: information – click for a Banner – demo Search –Value message Keyword related message 2 Step 2: Connected Step 1: experience – Step 1: Search – Messages rotate to Banner –Keyword related match the referring creative. Price message message 1 Step 3: Big Profit
  • 29. Anatomy of a successful campaignOptimization (landing page) project
  • 30. Anatomy of a successful campaign Optimization (landing page) project Campaign & Landing The single reason every reason environment is campaign visitorssomeone would chosen (ideally and Optimize arewant our product optimized for perfect together.are documented. conversion rate). ROI increase
  • 31. Campaign documentation To create a campaign - marketers will examine every use case and value proposition that sets their offer apart from the competition. These messages will often get divided and placed Into different creative or media executions: •  B2B value proposition message on business sites •  Cost savings & durability feature message to deal sites •  Offer bundle 1 •  Offer bundle 2 •  Etc. Campaign & every reason Landing The single reasonsomeone would environment is campaign visitorswant our product chosen (ideally and Optimize areare documented. optimized for perfect together. conversion rate). ROI increase
  • 32. Landing environment chosen A landing environment is either chosen or created. •  Showcase campaign value consistent with campaign messaging. •  Simple and clear UX to drive conversion rate Ideally the campaign landing environment is optimized for conversion rate: •  A/B test to uncover ideal wireframe •  MV test to learn element & messaging hierarchy (More information about the above later.) Landing Campaign & environment is The single reason every reason chosen (ideally campaign visitorssomeone would optimized for and Optimize arewant our product conversion rate). perfect together.are documented. ROI increase
  • 33. Single reason campaign visitors & Optimize are GOLD Often our optimization efforts are focused around trying to figure out what the visitor is looking for, and then showing it to them. •  The single reason campaign visitors and Optimize are perfect together: VISITORS TOLD US WHAT THEY WANT! Campaign & Landing The single reason every reason environment is campaign visitorssomeone would chosen (ideally and Optimize arewant our product optimized for perfect together.are documented. conversion rate). ROI increase
  • 34. VISITORS TOLD US WHAT THEY WANT?!? Visitor motivation is a primary driver in page conversion rate. With campaign media – the motivation for each visitor is communicated based on the specific message that drove that visitor to the site.Motivation: Motivation: Motivation:$29.99 fast internet Savings on frozen food. Mailboxes working with Outlook
  • 35. VISITORS TOLD US WHAT THEY WANT?!?Banner Ad: Landing page: None these campaign landing pages reinforced the motivation that drove the visitor to take action. $39.99? Oh wait, there it is. This can result in •  hesitation •  confusion – Nothing is frozen & what’s a Kroger?…. Neither of these result in high conversion Bunch of features – rates. where did mine go?
  • 36. Why would we worry about all of this? Why would we worry about all of this?•  Introducing – the 3rd lever!•  …That’s where the money is….
  • 37. Why would we worry about all of this? 3rd lever!Campaign creative Media spend performance performanceRunning the campaign Moving media spendcreative with the best to the most efficient CTR. vehicles.
  • 38. Why would we worry about all of this? 3rd lever! Diminishing Marginal Returns – •  In the beginning changes to both creative rotation and media spend drive significant impact to your campaign performance. •  After some tweaking your campaign creative and media spend are far more difficult to improve. This is about where most campaign mangers start to pull their hair out – how do I keep improving?
  • 39. How to become a rock star and get a raise 3rd lever! Landing PageConversion Rate! Another central driver of campaign ROI is still available for you to improve – The conversion rate of your campaign landing page is not a pre-determined static number assigned to you by the internet gods – You have the ability to test/tweak and improve your ROI – by increasing the relevance of your landing page!
  • 40. Why would we worry about all of this? 3rd lever!Campaign creative Media spend Landing Page performance performance Conversion Rate!Running the campaign Moving media spend Media specific relevancycreative with the best to the most efficient & a high performing CTR. vehicles. landing page!
  • 41. Why would we worry about all of this? “that’s where the money is…” Example results of media campaign:Media Spend: Campaign Landing page Revenue: Cost per end Traffic: conversion rate: action: $1,356,500 3,390,000 3.5% $5,250,000 $11.43After we use Optimize to increase the conversion rate – we would see the following: Media Spend: Campaign Landing page Incremental Cost per end Traffic: conversion rate: Revenue: action: 3.85% (10% lift) + $525,000 $10.39 $1,356,500 3,390,000 4.20% (20% lift) + $1,050,000 $9.52 4.55% (30% lift) + $1,575,000 $8.79
  • 42. How do we go about doing this?•  When tagged properly, your campaign creative sends messages to thelanding page about the specific ad the visitor has clicked: -  Type of media (Search, banner ad etc.) -  Message (Ad group, campaign ID, keyword)•  Webtrends Optimize can read this this information & use predefined rulesto surface messaging relevant to the specific ad:Ad group Ad group as human Message to surface on landing pageMC_id readable (Set in Optimize as part of the testEtc. plan): Offer 1 – Free Free Shipping0078 Shipping Offer 2 – Great Customer support1045 customer support Value message – Time saving message023 Saves timeHowever, these hooks are necessary – so some upfront planning is advised.
  • 43. How to make your next campaign ROCK•  As you define your campaign creative – reflect as much of this as you can in the campaign landing page.•  Plan to test/target on your landing page to ensure tight alignment between creative execution & landing page messaging.•  If you are spending any money to bring visitors to your site – let us help you improve you ROI. Step 2 – Landing Page Step 1 – Step 3 – Media Campaign Big Profit
  • 44. Take Away(s) -Step 2 – it’s a real thing.•  Reinforce the promises made in your campaign creative on the landing page.The single reason campaign traffic & Optimize are perfecttogether…•  Visitors told us what the want by clicking on specific messaging•  Webtrends Optimize can surface that message on the landing pageThe 3rd lever! – Test – Test – Test.•  Beyond creative rotation and media mix – you still have 1 more powerful lever to pull: conversion rate!
  • 45. Plan to test/target on your landing page:What does that mean – (shameless plug).Webtrends Optimize helps you present alternate/test versions of yourwebpages to site visitors.This allows your visitors to ‘vote’ for their preferred page by the actions theydo/do not perform & you both make your customers happy & a lift in yourbottom line.How to go about testing to drive campaign performance: Multivariate test A/B test – Campaign – Messaging &Wireframe & based elementpage layout targeting significance
  • 46. A/B/n  Tes)ng   •  Compares two or more alternatives of a single page element, page or funnel; even proportions (50/50) »  Split testing - same as above: uneven proportions (e.g. 90/10) •  When to use? For quick comparisons of significant changes© 2012 Webtrends, All Rights Reserved. | 46
  • 47. Mul)variate  Tes)ng  (MVT)   •  Simultaneous testing of multiple variations of multiple content elements to determine most effective combination. •  When to use? To learn what combinations work best.© 2012 Webtrends, All Rights Reserved. | 47
  • 48. Thank YouKirk Ramble, Principal Optimization Consultant Webtrends Kirk.Ramble@webtrends.com blogs.webtrends.com @kirkramble
  • 49. Rate Session &Speakers/Panelists © 2013 Webtrends Inc. 49