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Mobile Display Advertising:
Campaign Setup & Optimization
January, 2015
Robert W. Flournoy
Digital Marketing Minnesota
Background
Introductions
Primer on Mobile Advertising
Discussion & Questions
Agenda
Digital Marketing Minnesota
Introduction
Conversion
Optimization
Mobile
Web Analytics
Online
Advertising
SEO
Development
Social Media
Email
Strategy
EcommerceLocal
Digital Marketing Minnesota
Introduction
Breaking It Down…What It’s All About…
Digital Marketing Minnesota
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
Digital Marketing Minnesota
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
Digital Marketing Minnesota
30 Seconds – Introduce Yourself
Name & What You Currently Do?
Why Interested?
Internet Marketing Experience
Current Marketing Issues/Questions
Introduction
Digital Marketing Minnesota
Want to Present or Know
Someone Who Might?
Introduction
Digital Marketing Minnesota
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?
Digital Marketing Minnesota
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/
Your Mobile Strategy
Digital Marketing Minnesota
Why is mobile important?
Multi-Screen World
Mobile Landscape
Source: Google
Digital Marketing Minnesota
Why is mobile important?
– Astonishing Growth from $18 - $28 in a Year
Mobile Landscape
Source: marketingprofs.com
Digital Marketing Minnesota
Your Mobile Strategy
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?
Digital Marketing Minnesota
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
Digital Marketing Minnesota
The Process
Quick Campaign Setup
Execution
Setup
Launch
Optimization
Analysis
Monitoring
Planning
Objectives
Audience & Budget
Mechanism
Messaging & Creative
Network
Digital Marketing Minnesota
Quick Campaign Setup
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…
Digital Marketing Minnesota
Your Mobile Strategy
Any questions?
Digital Marketing Minnesota
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
Quick Campaign Setup
Digital Marketing Minnesota
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?
Quick Campaign Setup
http://65364faf9de98a998691-96c49120b5f09c1acb0389d8da627670.r16.cf5.rackcdn.com/bannerslandersHighLatest.jpg
Digital Marketing Minnesota
And a landing page?
Quick Campaign Setup
Cross-platform compatible…
Shady Legit
Digital Marketing Minnesota
Let’s setup a campaign in real-time…
Decisive.is
Quick Campaign Setup
•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
Digital Marketing Minnesota
Your Mobile Strategy
Any questions?
Digital Marketing Minnesota
What does the data look like?
MOST IMPORTANT….Develop an iterative testing protocol for:
Ads
Placements
Bids
Day Parting
Landing Pages
Messaging
Quick Campaign Setup
Sample Data Export
It’s all about statistics….
Here’s an A/B Graphical Bayesian Calculator
Digital Marketing Minnesota
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
Quick Campaign Setup
Digital Marketing Minnesota
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)
Quick Campaign Setup
Digital Marketing Minnesota
Your Mobile Strategy
That’s the quick start mobile primer…
Questions & Answers

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Digital Marketing Minnesota - Mobile Advertising January, 2015

  • 1. Mobile Display Advertising: Campaign Setup & Optimization January, 2015 Robert W. Flournoy
  • 2. Digital Marketing Minnesota Background Introductions Primer on Mobile Advertising Discussion & Questions Agenda
  • 3. Digital Marketing Minnesota Introduction Conversion Optimization Mobile Web Analytics Online Advertising SEO Development Social Media Email Strategy EcommerceLocal
  • 4. Digital Marketing Minnesota Introduction Breaking It Down…What It’s All About…
  • 5. Digital Marketing Minnesota 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
  • 6. Digital Marketing Minnesota 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
  • 7. Digital Marketing Minnesota 30 Seconds – Introduce Yourself Name & What You Currently Do? Why Interested? Internet Marketing Experience Current Marketing Issues/Questions Introduction
  • 8. Digital Marketing Minnesota Want to Present or Know Someone Who Might? Introduction
  • 9. Digital Marketing Minnesota 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?
  • 10. Digital Marketing Minnesota 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/ Your Mobile Strategy
  • 11. Digital Marketing Minnesota Why is mobile important? Multi-Screen World Mobile Landscape Source: Google
  • 12. Digital Marketing Minnesota Why is mobile important? – Astonishing Growth from $18 - $28 in a Year Mobile Landscape Source: marketingprofs.com
  • 13. Digital Marketing Minnesota Your Mobile Strategy 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?
  • 14. Digital Marketing Minnesota 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
  • 15. Digital Marketing Minnesota The Process Quick Campaign Setup Execution Setup Launch Optimization Analysis Monitoring Planning Objectives Audience & Budget Mechanism Messaging & Creative Network
  • 16. Digital Marketing Minnesota Quick Campaign Setup 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…
  • 17. Digital Marketing Minnesota Your Mobile Strategy Any questions?
  • 18. Digital Marketing Minnesota 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 Quick Campaign Setup
  • 19. Digital Marketing Minnesota 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? Quick Campaign Setup http://65364faf9de98a998691-96c49120b5f09c1acb0389d8da627670.r16.cf5.rackcdn.com/bannerslandersHighLatest.jpg
  • 20. Digital Marketing Minnesota And a landing page? Quick Campaign Setup Cross-platform compatible… Shady Legit
  • 21. Digital Marketing Minnesota Let’s setup a campaign in real-time… Decisive.is Quick Campaign Setup •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
  • 22. Digital Marketing Minnesota Your Mobile Strategy Any questions?
  • 23. Digital Marketing Minnesota What does the data look like? MOST IMPORTANT….Develop an iterative testing protocol for: Ads Placements Bids Day Parting Landing Pages Messaging Quick Campaign Setup Sample Data Export It’s all about statistics…. Here’s an A/B Graphical Bayesian Calculator
  • 24. Digital Marketing Minnesota 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 Quick Campaign Setup
  • 25. Digital Marketing Minnesota 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) Quick Campaign Setup
  • 26. Digital Marketing Minnesota Your Mobile Strategy That’s the quick start mobile primer… Questions & Answers