ADSPACE Measurement and Metrics — Arjun Jayaram

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

ADSPACE Measurement and Metrics — Arjun Jayaram

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