Using Data to Design Smarter Online           Ad Campaigns         Hafez Adel              Max TeitelbaumSenior Director o...
Old vs. New Approaches to Advertising     Old Way              New Way      Intuitive          Methodical Assumptions-base...
Marketers Underutilize Data• Only 11% of decisions are based in data• Over 50% of marketers rely on past experience  and/o...
Too Much Data: The Curse of Connectors• Loves dashboards• Continuously tracks multiple metrics• Reactive decision-making
Using Data the Right Way: Focusers• Ties all metrics to core business objectives• Knows what to ignore• Balances agility w...
Using Data in the Online Advertising Lifecycle                        Planning         Analysis &                 Campaign...
Pre-Launch:How to Use Competitive Intelligence to   Plan Your Online Ad Campaign
Post Launch:Using Data to Optimize Your Campaigns
Elements of an Online Ad Campaign Creatives             Placements
Optimizing Creatives• Key Metrics  – Click-through rate (CTR)  – Engagement rate• Optimization  – Copy  – Graphics  – Call...
Creative Performance Over TimeRefresh your creatives every 3 months to avoid banner fatigue
Optimizing PlacementsKey Metrics• Interest  • CTR  • Engagement rate  • Conversion rate  • CPA• Reach & Efficiency  • Impr...
Optimizing Placements (cont’d.)                                                         Conv.Domain   CPM      Imps.     C...
Optimizing Placements (cont’d.)                                                         Conv.Domain   CPM      Imps.     C...
Optimizing Placements (cont’d.)                                                         Conv.Domain   CPM      Imps.     C...
Using Data to Design Smarter Online Ad Campaigns•   Using data limits your risks and creates better ads    from the beginn...
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Using Data to Design Smarter Online Ad Campaigns

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Did you know that only 11% of marketing decisions are based in data? Hafez Adel, Sr. Director of Marketing with ReTargeter, hosts a webinar on how you can improve your online ad campaigns with the use of data. Hafez is joined by Max Teitelbaum of WhatRunsWhere.com.

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Using Data to Design Smarter Online Ad Campaigns

  1. 1. Using Data to Design Smarter Online Ad Campaigns Hafez Adel Max TeitelbaumSenior Director of Marketing Co-Founder / COO ReTargeter.com WhatRunsWhere.com
  2. 2. Old vs. New Approaches to Advertising Old Way New Way Intuitive Methodical Assumptions-based Data-driven Spray & Pray Targeted & Precise
  3. 3. Marketers Underutilize Data• Only 11% of decisions are based in data• Over 50% of marketers rely on past experience and/or intuition to make decisionsResults?• Poor ROI• Wasted time & effort• No path to improvement Source: HBR.org, 2012
  4. 4. Too Much Data: The Curse of Connectors• Loves dashboards• Continuously tracks multiple metrics• Reactive decision-making
  5. 5. Using Data the Right Way: Focusers• Ties all metrics to core business objectives• Knows what to ignore• Balances agility with long-term planning
  6. 6. Using Data in the Online Advertising Lifecycle Planning Analysis & Campaign Insights Launch Measurement
  7. 7. Pre-Launch:How to Use Competitive Intelligence to Plan Your Online Ad Campaign
  8. 8. Post Launch:Using Data to Optimize Your Campaigns
  9. 9. Elements of an Online Ad Campaign Creatives Placements
  10. 10. Optimizing Creatives• Key Metrics – Click-through rate (CTR) – Engagement rate• Optimization – Copy – Graphics – Call to action A/B test all three elements to find the sweet spot
  11. 11. Creative Performance Over TimeRefresh your creatives every 3 months to avoid banner fatigue
  12. 12. Optimizing PlacementsKey Metrics• Interest • CTR • Engagement rate • Conversion rate • CPA• Reach & Efficiency • Impressions • CPM & eCPC Performance of Ad Placements = Audience Fit
  13. 13. Optimizing Placements (cont’d.) Conv.Domain CPM Imps. CTR eCPC Conversions CPA RateSite A $4.00 667,000 0.20% $2 80 6% $33Site B $5.00 833,000 0.25% $2 146 7% $29Site C $3.00 500,000 0.10% $3 15 3% $100Site D $6.00 250,000 0.35% $1.70 70 8% $21
  14. 14. Optimizing Placements (cont’d.) Conv.Domain CPM Imps. CTR eCPC Conversions CPA RateSite A $4.00 667,000 0.20% $2 80 6% $33Site B $5.00 833,000 0.25% $2 146 7% $29Site C $3.00 500,000 0.10% $3 15 3% $100Site D $6.00 250,000 0.35% $1.70 70 8% $21
  15. 15. Optimizing Placements (cont’d.) Conv.Domain CPM Imps. CTR eCPC Conversions CPA RateSite A $4.00 667,000 0.20% $2 80 6% $33Site B $5.00 833,000 0.25% $2 146 7% $29Site C $3.00 500,000 0.10% $3 15 3% $100Site D $6.00 250,000 0.35% $1.70 70 8% $21
  16. 16. Using Data to Design Smarter Online Ad Campaigns• Using data limits your risks and creates better ads from the beginning• Data allows you to optimize your existing campaigns and guide future tests• Creative optimization is a highly iterative process; A/B testing can produce superior results• Analyzing site placement performance can help guide your ad spend for maximum ROI• Data-driven thinking can be applied through the entire advertising lifecycle

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