Webinar how to increase conversions and lower cpa on the google display network

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Webinar how to increase conversions and lower cpa on the google display network

  1. 1. AdMetricaGDN Optimization Program
  2. 2. House Keeping• The webinar is recorded and will be made available• The slides will also be available• Q&A session at the end of the webinar• Use the Chat box to submit your questions at any time
  3. 3. About Acquisio• $1 Billion ad spend under management• 100,000+ campaigns• 9,500+ brands• 4,000+ Users• 400+ Customers in 25 countries• Founded in 2003, Launch Acquisio platform in 2008• Montreal, Chicago, NYC, Seattle & London
  4. 4. Some of Our Clients
  5. 5. Trading DeskPlatform Business Solutions
  6. 6. Automation & GDN Algorithms Optimization Facebook Tracking & Optimization Attribution Trading Desk Real Time BiddingReporting Platform Business Links Solutions Bulk Editing Bid Data Management Management
  7. 7. Automation & GDN Algorithms Optimization Facebook Tracking & Optimization Attribution Trading Desk Real Time BiddingReporting Platform Business Links Solutions Bulk Editing Bid Data Management Management
  8. 8. AgendaThe value of adMetrica for Agencies 25 min• Intro & Key Challenges• The adMetrica model - 5 Variables we act on• How our Algorithm makes it possible• Mobile OptimizationExamples and case studies 20 min• Examples of Campaigns• Recommended Conversion Funnel• Case Studies• Questions
  9. 9. Value Proposition
  10. 10. GDN Challenges Keyword Selection ? Best Performing Placements ? Ad Formats ? Optimal Bidding ? Budget Optimization ? Lead Quality?
  11. 11. The scope of Acquisio AdMetrica Thank YouAd Keyword URL Ad Landing Purchase PageCreative Selection Placement Selection Page Registration Bidding Budget Purchase RegistrationAdmetrica Client
  12. 12. Optimizing 5 Key Variables Keyword lists are constantly (algorithmically) sampled, tested and rewarded according to live performance data and quality score feedback. This gains access to an ever-expanding number of GDN pages that convert. Thank YouAd Keyword URL Ad Landing Purchase PageCreative Selection Placement Selection Page Registration Bidding Budget Purchase RegistrationAdmetrica Client
  13. 13. Optimizing 5 Key Variables Ad-to-page placements are controlled down to the URL level, increasing a given ad’s relevance (and its CTR) by more closely fitting the ad to the content of the page. We select the managed placements based on Return. Thank YouAd Keyword URL Ad Landing Purchase PageCreative Selection Placement Selection Page Registration Bidding Budget Purchase RegistrationAdmetrica Client
  14. 14. Optimizing 5 Key Variables Metrics-based analysis allows for comparative performance evaluation between ads (variation of format and messaging) This allows for an objective measurement of ad performance. Thank YouAd Keyword URL Ad Landing Purchase PageCreative Selection Placement Selection Page Registration Bidding Budget Purchase RegistrationAdmetrica Client
  15. 15. Optimizing 5 Key Variables Thank YouAd Keyword URL Ad Landing Purchase PageCreative Selection Placement Selection Page Registration Bidding Budget Dynamic Bidding - Algorithms bid in a live and dynamic process that allows for far greater control over bid pricing. This enables either suppression of CPA or, if desired, incremental bid increases to gain conversion volumeAdmetrica Client
  16. 16. Optimizing 5 Key Variables Thank YouAd Keyword URL Ad Landing Purchase PageCreative Selection Placement Selection Page Registration Bidding Budget Budget Control and Optimization - by monitoring daily budgets hourly, algorithms can allocate budgets only to campaigns that warrant it. This lowers CPA by cutting off underperforming campaigns, and feeds budgets to high performance campaigns.Admetrica Client
  17. 17. A process that no human alone could master! Initial keyword list with 20 keywords…KeywordSelection Choosing all Adgroup combinations of 10 keywords = 184,756 Adgroups
  18. 18. A process that no human alone could master! Initial keyword list with 20 keywords…KeywordSelection Choosing all Adgroup combinations of 10 keywords = 184,756 AdgroupsURL Initial placement list of 100 placementsPlacement = 100 distinct managed placements
  19. 19. A process that no human alone could master! Initial keyword list with 20 keywords…KeywordSelection Choosing all Adgroup combinations of 10 keywords = 184,756 AdgroupsURL Initial placement list of 100 placementsPlacement = 100 distinct managed placements Initial 3 possible ad formats withAd 5 possible messagingSelection = 15 distinct Ads
  20. 20. A process that no human alone could master!KeywordSelection 277,134,000 combinationsURL 100,000 decisions / dayPlacement 1.2 decisions every secondAd With perfect accuracy!Selection
  21. 21. Mobile Optimization
  22. 22. A two stage conversion process FIRST CONVERSION Eg: Free registration, free signups, etc.. Immediate and fast, low level engagement SECOND CONVERSION Eg: paid membership, purchase, etc.. Can be at a later date, repeat conversion has a revenue value associated
  23. 23. CASE STUDY 1 – Media/ContentCLIENT• Meredith, Media & Marketing Company – Brand: Media/ContentOBJECTIVE• Driving registrations and• Subscriptions to a content sitesSOLUTION• AdMetrica helped Improve the keywords lists, optimized ad selection, identified best performing URLs & managed bid prices & daily budgetRESULTS & LEARNING• From 0 to 140 conversions• CPA went from $175.52 to $7.43
  24. 24. CASE STUDY 2 – Ecommerce WebsiteCLIENT• Meredith, Media & Marketing Company – Brand: Parenting/Childcare Goods & ServicesOBJECTIVE• Driving membership registrations and inventory sales, below $25/CPA• Align spend to monthly budgets.SOLUTION• AdMetrica helped Improve the keywords lists, optimized ad selection, identified best performing URLs & managed bid prices & daily budgetRESULTS & LEARNING• From 3 to 45 conversions in one month and On-target CPA• CPA went from $50.25 to $12.02
  25. 25. CASE STUDY 3 – CPA Control & TargetingCLIENT• Meredith, Media & Marketing CompanyOBJECTIVE• Maintain CPA below 1,50$• Better control CPA to avoid spikesSOLUTION• AdMetrica was used to collect more data about which URLs are better suited to a given ad while also avoiding those that produce few conversions at higher costs.RESULTS & LEARNING• Maintained CPA below 1,50$, Results in a flattening of CPA curve• Reached up to 1,699 conversions per day
  26. 26. In a nutshellIncrease ConversionsAutomate CPA SuppressionReduce WorkloadImprove Ad PlacementsEnable Smart Dynamic Bidding
  27. 27. Questions ?

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