Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Jonas Viksten - Audience-powered Search

1,270 views

Published on

Marketing Festival 2016

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Jonas Viksten - Audience-powered Search

  1. 1. 1 Hello, Ostrava!
  2. 2. 2
  3. 3. 3 18 360 000
  4. 4. 4
  5. 5. 5 1 500
  6. 6. 6 1 450
  7. 7. 7
  8. 8. Audience Powered Search Confidential and proprietary. Copyright © 2016 Xaxis Incorporation. All rights reserved. Distribution without permission is prohibited. T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
  9. 9. AGENDA T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y 1.Client case - UNICEF 2.Client case - Arlanda Express 3.Technical specification 4.Liabilities and risks 5.Possibilities with Facebook 6.Facebook case for UNICEF 7.Summary 8.Q&A
  10. 10. 10 Case no 1
  11. 11. UNICEF – the challenge T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
  12. 12. Data Management Platform – backbone in our solution T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
  13. 13. Data cycle part 1 T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y Audience insights from Google AdWords were applied to our programmatic campaigns and ingested by our proprietary DMP, Turbine.
  14. 14. Data cycle part 2 T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y Ingested data layers from AdWords were combined with our own data, aggregated, remodeled and refined. New refined data set was then pushed back to AdWords.
  15. 15. Data cycle part 3 T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y Refined data layer from DMP is pushed back into AdWords through technical innovation and populated with users with a higher conversion probability. Remarketing list with our DMP user is then available and targetable within the AdWords interface.
  16. 16. Synergetic data loop T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
  17. 17. Results T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y When we had gathered enough data to execute our search campaigns we wanted to make a proper A/B test. So we set up two identical campaigns in terms of keyword and creatives, but where one of the campaigns was targeted towards everybody who was searching for a keyword related to the campaign (Group A) and the other group (Group B) towards all users searching for the same keywords and were also part of our Turbine segments. The results where much better than what we could have hoped for; 8x CVR CPA 1037% ROI 11x
  18. 18. UNICEF – the challenge T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
  19. 19. 19 Case no 2
  20. 20. Client case 2 - Arlanda Express T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y • The same type of logic was used for the Swedish Airport Train – Arlanda Express • However, this time we applied the data for both generic and brand keywords • DMP data was pushed back to AdWords to inform our bid decisions • Could we make use of our new found insights for more clients?
  21. 21. Results – generic keywords CTR for the campaign enriched with data increased by 302% compared to the regular campaign. I n c r e a s e d C T R The data enriched campaign had a 65,68% lower CPC than the regular one. D e c r e a s e d C P C Most importantly, we lowered the CPA by 83,49% through our tech innovation. D e c r e a s e d C P A T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y 302% 65,68% 83,49%
  22. 22. Results – brand keywords CVR for the campaign enriched with data increased by 29,76% compared to the regular campaign. I n c r e a s e d C V R The data enriched campaign had a 13,24% lower CPC than the regular one. D e c r e a s e d C P C We lowered the CPA by 33,87% even on brand terms! D e c r e a s e d C P A T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y 29,76% 13,24% 33,87%
  23. 23. 23 Technical specification
  24. 24. Technical specification – Google Scripts T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y Original retargeting script: <img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/pagead/viewthroughconversi on/995101869/?value=1.00&amp;currency_code=SEK&amp;lab el=PjidCIv24V8QrZnA2gM&amp;guid=ON&amp;script=0"/> </div> </noscript>
  25. 25. Technical specification – Google Scripts T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y Rewritten retargeting script: https://googleads.g.doubleclick.net/pagead/viewthroughconversi on/995101869/?value=1.00&currency_code=SEK&label=PjidCI v24V8QrZnA2gM&guid=ON&script=0
  26. 26. 26
  27. 27. 27
  28. 28. Facebook opportunities – UNICEF case 2 T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y • The re-writing logic from Google applies to Facebook as well • An A/B test was established where we put our new tech innovation to the test… • Next step was therefore to enrich our social campaigns with DMP data by appending re-written pixel to our programmatic display campaigns
  29. 29. Results T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y One control group was set up targeting Facebook’s proprietary data including demographic data and lookalikes. A second group was set up, consisting of users that had been pushed in to Facebook from our display campaigns. Targetable and good to go. 2,3x CVR CPA 1,6x CTR 2,4x
  30. 30. Technical specification – Facebook Scripts T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y Original retargeting script: <!-- Facebook Pixel Code --> <script> !function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n; n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window, document,'script','https://connect.facebook.net/en_US/fbevents.js'); fbq('init', '220403598295955'); fbq('track', "PageView");</script> <noscript><img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=220403598295955&ev=PageView&noscript=1" /></noscript> <!-- End Facebook Pixel Code -->
  31. 31. Technical specification – Facebook Scripts T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y Rewritten retargeting script: https://www.facebook.com/tr?id=220403598295955&e v=HelloMktFest&noscript=1
  32. 32. 32 Data is, and will remain to be, the most important element in everything we do
  33. 33. 33 Data is, and will remain to be, the most important element in everything we doThere are synergies everywhere, find them and make use of them! There are synergies everywhere, find them and make use of them!
  34. 34. 34 Test, test, test!
  35. 35. 35 Thank you and Na Zdraví!

×