Less Programmatic Jargon, More Programmatic Action - Carrie Albright #UtahDMC 2018
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On Friday, August 24th, Carrie Albright presented at the 4th Annual Utah Digital Marketing Collective Conference: Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018 Carrie is an Associate Director of Services at Hanapin Marketing, where she's spent thousands of hours specializing in all things marketing. Her clients range from airlines and retail to hospitality and insurance. Carrie is passionate about fostering innovative tactics and strategies for Hanapin’s clients. As a contributor to PPCHero, as well as regular blogger for Search Engine Land, Carrie enjoys any excuse to stay on the cusp of innovative digital marketing approaches. She is a frequent webinar host and public speaker, pairing with such cohosts as Larry Kim, Brad Geddes, Kissmetrics, Google, Bing, and Moz. Additionally, Carrie has presented at Hero Conf, SMX East, Click Z, and State of Search.
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Less Programmatic Jargon, More Programmatic Action - Carrie Albright #UtahDMC 2018
- 1. Carrie Albright |@Albright_C Associate Director of Services, Hanapin Marketing Less Programmatic jargon: More programmatic action
- 2. QUESTION 1 WHAT IS THEGOAL OF YOUR INVESTMENT?
- 3. QUESTION 2 WHAT KIND OF BUDGETDO YOU HAVE TO BEGINYOUR PROGRAMMATICJOURNEY?
- 4. QUESTION 3 WHAT LEVELOF INVOLVEMENTDO YOUNEED/WANT?
- 5. Carrie Albright Associate director of services Idea liberator Numbers freak Food enthusiast@Albright_C
- 6. @Albright_C What is “programmatic”anyway? PRO- -Gramm- -atic Rooted from the Greek “automatos”meaning “inherentlydisposedto”
- 7. @Albright_C
- 10. @Albright_C
- 12. @Albright_C
- 13. @Albright_C SMALLER/ LOWER BARRIERS TO ENTRY
- 14. BUDGET
- 16. HOW TO DETERMINE YOUR BUDGET @Albright_C Looks like the old 70/20/10 rule, Susan.
- 17. @Albright_C A Tale of planning,confusion & ultimately betrayal Netmining Display retargeting Quantcast Display & video prospecting Rocketfuel Persona targeting,Branding Travel Spike DR desktop retargeting Varick Email retargeting,Sponsored social buys, Native display & video
- 19. @Albright_C Time frame management cost sales CPA APR/Mar 3rd Party $156,345.35 1132 $138.11 Oct/NOV Self Serve $98541.45 2447 $40.27 In-house vs outside vendors
- 20. @Albright_C A Tale of planning,confusion & ultimately betrayal
- 23. @Albright_C GOOGLE DISPLAY NETWORK DISPLAY VIDEO 360 (WHAT?) REACH Over2 Millionpublishersites Plus 80+ additionalexchanges. BIDDING Bidadjustment has lagof 2-3hours. Automated options.// cpc, cpm, cpa Bidadjustment isreal time.// cpc, cpm, cpa Automated options. Algorithms galore. TEXTADS Yes (ETA,responsive) YES {nativeads} LIKE responsive VIDEOADS Youtube Youtube+ 35 exchanges BANNERS Yes (DYN.RT,RichMedia), Gmail Yes (RichMEDIA Dynamic text) AUDIENCETARGETING 1st party 1st party,35 3rd party providers TRACKING GoogleAds (again,what?),GA, DCM, GA360, dmp integration
- 24. pmp Display banners coverage impressions ComparativeCVR COMPARATIVEROAS Huff post travel 55144 89% 130% msn travel 3265511 6% 14% Spotify travel 1136921 3% 2% goal @Albright_C
- 25. guaranteed @Albright_C DIRECT Conv rate: 5.1% VTC RATE: 86.4% Targeting – GEO, interest Messaging – search-detail specific ads HOOK: FEE TO USE SITE MOMONDO
- 26. @Albright_C COMPARATIVECPM COMPARATIVECVR Spotify TRAVEL 65% MSN TRAVEL 78% Huff Post TRAVEL 137% Momodo 145% NYTimes 180% Momondo 1062% Huff Post TRAVEL 89% NYTimes 11% MSN TRAVEL 6% Spotify Travel 3%
- 27. @Albright_C GOOGLE DISPLAY NETWORK DISPLAY VIDEO 360 (WHAT?) REACH Over2 Millionpublishersites Plus 80+ additionalexchanges. BIDDING Bidadjustment has lagof 2-3hours. Automated options.// cpc, cpm, cpa Bidadjustment isreal time.// cpc, cpm, cpa Automated options. Algorithms galore. TEXTADS Yes (ETA,responsive) YES {nativeads} LIKE responsive VIDEOADS Youtube Youtube+ 35 exchanges BANNERS Yes (DYN.RT,RichMedia), Gmail Yes (RichMEDIA Dynamic text) AUDIENCETARGETING 1st party 1st party,35 3rd party providers TRACKING GoogleAds (again,what?),GA, DMP DCM, GA360, dmp integration
- 28. Bidding test Dcm automated bidding Strategy CPA Total Revenue CPM Manually set $12.18 $3,046.23 $3.46 CPA Algorithm $15.92 $2,928.63 $6.21 Difference -$30.6 -3.86% +79.6% goal @Albright_C
- 29. @Albright_C GOOGLE DISPLAY NETWORK DISPLAY VIDEO 360 (WHAT?) REACH Over2 Millionpublishersites Plus 80+ additionalexchanges. BIDDING Bidadjustment has lagof 2-3hours. Automated options.// cpc, cpm, cpa Bidadjustment isreal time.// cpc, cpm, cpa Automated options. Algorithms galore. TEXTADS Yes (ETA,responsive) YES {nativeads} LIKE responsive VIDEOADS Youtube Youtube+ 35 exchanges BANNERS Yes (DYN.RT,RichMedia), Gmail Yes (RichMEDIA Dynamic text) AUDIENCETARGETING 1st party 1st party,35 3rd party providers TRACKING GoogleAds (again,what?),GA, DMP DCM, GA360, dmp integration
- 31. @Albright_C
- 32. @Albright_C
- 34. @Albright_C
- 36. @Albright_C Audience targeting 1st Party – GDN Insights bridged to other DSPs 2nd Party – Less common but available 3rd Party – Can help with expanding reach while still focusing on a preferred audience. GDPRIMPACT: Smallbut mighty
- 39. @Albright_C
- 40. audience overlap
- 42. @Albright_C
- 44. attribution @Albright_C 1. Don’t Sweat It. 2. Trust No One. 3. Fine, Trust Google*. *or use a dmp. But thatain’tcheap.
- 45. @Albright_C
- 46. @Albright_C
- 49. DSP PARTNER OPTIONS DOUBLECLICKPARTNERS Must-Have RESOURCES