Digital Marketing Minnesota - Mobile Advertising January, 2015

Mobile Display Advertising:
Campaign Setup & Optimization
January, 2015
Robert W. Flournoy

Digital Marketing Minnesota
Background
Introductions
Primer on Mobile Advertising
Discussion & Questions
Agenda

Introduction
Conversion
Optimization
Mobile
Web Analytics
Online
Advertising
SEO
Development
Social Media
Email
Strategy
EcommerceLocal

Introduction
Breaking It Down…What It’s All About…

Robert Flournoy
Started with Email Marketing
Built a Boston based Internet Consulting Agency
6 Years Ran Own Internet Business
VP eCommerce –Inc. 5000 & MN Fast 50
Started Group 7 yrs ago to share and learn with others
Introduction

Jeff Kemnitz
Formerly Worked For Robert
• As head of marketing, grew from $1M to $6M over 4 years
Agency Director
• Websites, SEO, PPC, Social, Email marketing
• Shopify, Magento, Wordpress development
Alive Wired is the official “corporate” sponsor of MIMA
Introduction

30 Seconds – Introduce Yourself
Name & What You Currently Do?
Why Interested?
Internet Marketing Experience
Current Marketing Issues/Questions
Introduction

Want to Present or Know
Someone Who Might?
Introduction

Your Mobile Strategy
Share Your Mobile Experiences
Marketing Strategy - Do you have a mobile
marketing strategy?
Website - Do you have a mobile or responsive
website?

First things first, test your site with the Google Mobile Testing Tool
Google's new mobile-friendly testing tool tells
you if your site passes or fails the mobile test.
https://www.google.com/webmasters/tools/mobile-friendly/

Why is mobile important?
Multi-Screen World
Mobile Landscape
Source: Google

Why is mobile important?
– Astonishing Growth from $18 - $28 in a Year
Mobile Landscape
Source: marketingprofs.com

Share Your Mobile Experiences
Advertising - Do you have a specific mobile
advertising program or is it just part Adwords, Bing,
etc.?
Any lessons learned, good/bad experiences?

Mobile Landscape
Understanding the Mobile Advertising Ecosystem
•Display Side Platform (DSP): Ultimate customer is
the marketer/advertiser. Their job is to find the
most efficient impressions possible given the
constraints the marketer has provided them.
While folks don't like using the word "cheap", the
DSP is trying to find the best ROAS for an
advertiser and one of the main factors driving
ROAS is the cost of the impression.
•Supply Side Platform (SSP): Ultimate customer is
the publisher. Their job is to sell the impressions
for as much as possible. Hence, they're trying to
sell the impressions for as much as possible for
their publisher partners/customers.
Source: Quora

The Process
Quick Campaign Setup
Execution
Setup
Launch
Optimization
Analysis
Monitoring
Planning
Objectives
Audience & Budget
Mechanism
Messaging & Creative
Network

What are the business objective and
KPIs?
Be specific: X Number of Sales, Leads,
Phone Calls..
How much are you willing to spend? ROI goals and amount you are willing to
spend…
Who are you targeting? Demographic, geographic,
psychographic, devices, sites…
How is it this going to be accomplished
technically?
Email signup, purchase, click to call,
download…
What is the messaging and creative? The hook, i.e. the angle, offer and
supporting banners / landing pages…
What network (DSP) are you going to
use?
There are hundreds…

Any questions?

You’ve got your plan together….
Let’s get up and running
Design Banners and Landing pages
• Need Continuity:
– Design
– Messaging
– Call to Action
• Popular Mobile Banner Sizes
– 320x50
– 300x50
– 300x250
– 168x28
– 120x20

What makes a good banner & landing page?
Graphics, Text & Imagery - The body of a banner: The trap,
what draws attention. What makes a user see it.
Messaging / Call to Action - The soul of a banner: The
connection, what produces a click. What make a user buy?
http://65364faf9de98a998691-96c49120b5f09c1acb0389d8da627670.r16.cf5.rackcdn.com/bannerslandersHighLatest.jpg

And a landing page?
Cross-platform compatible…
Shady Legit

Let’s setup a campaign in real-time…
Decisive.is
•Banner Upload
•Setup Tokens & Conversion Tracking
• Tie back creatives to click behavior and conversions
•Time - start and stop
•Geo
•Device (all platforms are a little different)
• Connection Type: Wifi vs WAP/Mobile
• Operating System
• OS Version
• Manufacturer
• Device Name
• Device Model
• Form Factor
•Audience
• Content Type: App vs Site
• App
• Site
• Category (based on IAB)
• Subcategory
• Frequency Capping
•Budget
Quick Start

What does the data look like?
MOST IMPORTANT….Develop an iterative testing protocol for:
Ads
Placements
Bids
Day Parting
Landing Pages
Messaging
Sample Data Export
It’s all about statistics….
Here’s an A/B Graphical Bayesian Calculator

Tips & Tricks for Non-Math Nerds
Develop ROI & Targeting
Create 10 messaging angles & choose 2
Create 5 banners for each angle w/ different graphics
Create 2 landing pages corresponding to 2 angels
Create 4 campaigns: Wifi / WAP vs Site / App
Optimize ad CTR first by focusing on blacklisting bad
placements, then messaging then graphics
Optimize landing page CTR similarly after the ads are
optimized

Tips & Tricks for Math Nerds
Learn about:
– Bayesian “Bandit” Testing
– Binomial Confidence Intervals
Use min. & max. viable conversion rate
– Conv. Rate you need to make the campaign profitable
based on click costs, payout on a conversion and target ROI
• Example:
– CPM $20
– Payout of $5
– Min ROI of 100%
– Min. Viable Conversion Rate = .08%
– Min (ROI/100+1)*CPM/(Payout*10)

That’s the quick start mobile primer…
Questions & Answers

Digital Marketing Minnesota - Mobile Advertising January, 2015

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Digital Marketing Minnesota - Mobile Advertising January, 2015