ADSPACE Measurement and Metrics — Arjun Jayaram


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ADSPACE Measurement and Metrics — Arjun Jayaram

  1. 1. PANELISTS: Arjun Jayaram , VP of Engineering, Jack Mardack , Director of Marketing, EventBrite Shelley Ellis , CEO, Shelley Ellis Consulting Measurement and Metrics
  2. 2. PANELIST: Arjun Jayaram , VP of Engineering Measurement and Metrics: Scalability, Optimization and Measurement for your content advertising
  3. 3. Size of SEM Portfolio at <ul><li>Developed the SEM platform internally. Initially for keyword search and then extended for content </li></ul><ul><li>Active portfolio of over 8 million keywords. Keyword corpus of over 50 million keywords </li></ul><ul><ul><li>Built the Keyword Generation and analysis </li></ul></ul><ul><ul><li>Bid Optimization at keyword, account and campaign levels </li></ul></ul><ul><ul><li>Tracking, Reporting and analytics by channel and by session </li></ul></ul><ul><ul><li>Had to retool our processes for content networks </li></ul></ul>
  4. 4. Different strategies for keyword and content ? <ul><li>Unlike search, the user is not typing in something in a content network </li></ul><ul><li>There is an order of magnitude more web sites that use Google content ads over search ads </li></ul><ul><li>In search, if a keyword is underperforming, either your match type is sub optimal or the keyword is bad (small variance for position and network) </li></ul><ul><li>In content, the same ad can perform very differently across domains </li></ul><ul><li>The ad generation, tracking, and optimization is very different in keywords versus content. </li></ul>
  5. 5. Ad Generation strategy for content <ul><li>In content match, your ad gets displayed (not your keyword) </li></ul><ul><li>You need to help the search engine determine when to display your advertisement. This is the ‘related keywords’ for Google </li></ul><ul><li>Researching on the ‘Related keywords’ is very important for the success of your ad. Semantically related keywords are likely to improve the performance </li></ul><ul><li>If you have very similar ads, they can compete with each other – Evening dresses, cocktail dresses, prom dresses etc. </li></ul>
  6. 6. Keyword Lifecycle in content <ul><li>The first couple of days of an ad , the traffic is low </li></ul><ul><li>It ramps up very quickly </li></ul><ul><li>It shows the day of the week cyclicality </li></ul><ul><li>There is more volatility in traffic for content ads </li></ul>
  7. 7. Keyword death spiral for content keywords <ul><li>Unlike Search, you need to be with in 5 positions for your ad to be shown on a page </li></ul><ul><li>Google tries to show an 5 ads for ever page for each publisher. So a near identical page is likely to have different set of 5 ads </li></ul><ul><li>If you lower the CPC rates, your ads are likely to show up on lower quality networks. </li></ul><ul><li>Your ROI may actually hurt instead of improve by dropping CPC rates </li></ul><ul><li>Don’t try to low ball your bid initially. Also be aggressive in trimming ads instead of lowering CPC aggressively. </li></ul>
  8. 8. Keyword death spiral for content keywords
  9. 9. Optimal keyword life cycle
  10. 10. Bidding strategies for content <ul><li>Most publisher pages display three content ads per page </li></ul><ul><li>If you are below third position, your ad is likely to show up on ‘lower quality’ sites </li></ul><ul><li>Determine the optimal traffic quality that is required. There are distinct tiers for Quality/Price ratio </li></ul><ul><li>Content ads display good bid compression. So your cost is likely to go down over time </li></ul>
  11. 11. Bid Dynamics over time This is for one ad
  12. 12. URL tracking and analytics <ul><li>Tracking performance of content is different than search. </li></ul><ul><ul><li>In Search you look at performance of each ad individually </li></ul></ul><ul><ul><li>In content, each ad should be further broken up by its performance per URL/Domain </li></ul></ul><ul><li>Quality is judged on performance of the Ad to a URL </li></ul><ul><li>Conversion should be tracked on a URL basis </li></ul><ul><li>Treat each URL as an individual listing rather than the ad group as a whole </li></ul>
  13. 13. Conclusions <ul><li>Contextual ads is a good and reliable source of traffic </li></ul><ul><li>Your keyword generation strategy needs to be optimized </li></ul><ul><li>Measurement metrics – KPIs measure </li></ul><ul><ul><li>Conversions measured at Ad/URL level </li></ul></ul><ul><ul><li>CTR of existing ads when you publish new ads </li></ul></ul><ul><ul><li>CPC, conversion trend over time </li></ul></ul>