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ADSPACE Measurement and Metrics — Arjun Jayaram

ADSPACE Measurement and Metrics — Arjun Jayaram






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    ADSPACE Measurement and Metrics — Arjun Jayaram ADSPACE Measurement and Metrics — Arjun Jayaram Presentation Transcript

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