Click Through Conversions Core Metrics!
Attribution is hazier for VTCs but it’s still an extremely valuable metric.
Ad spend is simply the amount you paid for advertising. • Spend = Impressions/1000 x CPM Revenue In this case, revenue refers to any income that results from your campaign.
Inventory Source Core Dimensions!
These are the most common inventory sizes
Your audience may be more active online at certain times of the day. Tailor your campaign to ﬁt your audience.
Landing Pages Core Dimensions A well-designed and relevant ad, will probably drive a lot of clicks. But what happens after the visitor clicks your ad?
Landing Pages Core Dimensions! • Elements of a good landing page o Design and messaging of your landing page should be consistent with your creative
Inventory Buying Methods There are three main ways to buy ad inventory in display advertising.
Intelligent Spending! How it Works
How it Works “Advertiser pays for every click, regardless of the number of impressions displayed"
How it Works" Advertisers pay by conversion, regardless of number of impressions and clicks."
Buying methods vs. Campaign Goals
Measure CPC/CPA CPA Cost-per- acquisition Set up and optimize toward CPC and CPA goals even though you pay on a CPM basis
Execution & Optimization! • Part of understanding your audience involves knowing when they browse the web.
Diﬀerent ads appeal to diﬀerent kinds of audiences
Segmentation is a way to decide who is being targeted based on where they are engaging with your website.
Display advertising is great for reconnecting with site visitors, but extra care should be taken not to overexpose yourself.
Don’t waste your ad spend showing advertisements to an unqualiﬁed audience. If you’re selling an app that is only compatible with iPhone, don’t advertise to Windows phone users.
First party data is any information you collect about your audience.
Second party data is essentially somebody else’s ﬁrst party data. Second party data isn’t usually commoditized, but you can work out an arrangement with trusted partners to share customer data.
Bidding Styles Bid to win all vs. bid to win most!
The world of display advertising is fast-moving and ever changing so it’s imperative to keep up, or else you might be le behind.
Real Optimization Tests and Results
Day parting (Time of Day) We set a group of campaigns to only display ads from 7am-10pm and compared the results to letting the campaign display ads throughout the day.
Bot Traﬃc Bots are an unfortunate part of the ad industry but if you identify and remove bot traﬃc, you will likely see an improvement in your ad spend. Here’s the result of excluding some segments identiﬁed as bot traﬃc.