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The	
  Webinar	
  Will	
  Begin	
  Shortly
• All	
  participants	
  will	
  be	
  muted
• For	
  audio,	
  select	
  “Mic	...
• HowWe RecommendYourContent
• Best PracticeS for CampaignCreation
• Optimizingfor Outbrain Success
• InterpretingyourOutb...
• Outbrain	
  has	
  more	
  than	
  45	
  algorithms	
  working	
  together	
  to	
  
recommend	
  each	
  piece	
  of	
 ...
• Outbrain’s	
  algorithms	
  automatically	
  serve	
  all	
  titles	
  in	
  a	
  
campaign	
  to	
  try	
  and	
  appea...
Pre-­‐Campaign	
  
Planning	
  
Campaign Structure
Different	
  Campaigns	
  Can	
  Have	
  Different	
  Objectives
Page	
  Views	
  
• Higher	
  Volume	
...
Considerations forContent
Awareness/Page Views
Conversions
Optimizing for OUTBRAIN
Success
OPTIMIZINGFORSUCCESS
1. Tracking	
  &	
  Analytics
2. Campaign	
  Duration
3. Headlines	
  
4. CPC
5. Geo-­‐targeting	
  	...
• Set	
  Google	
  Analytics	
  campaign	
  UTM	
  
using	
  	
  Google’s	
  Tool	
  URL	
  Builder	
  
• Suggested	
  tag...
OPTIMIZINGFORSUCCESS
1.	
  Tracking
Acquisition	
  >	
  All	
  Traffic
#OBwebinar
OPTIMIZINGFORSUCCESS
1.	
  Tracking
#OBwebinar
• Google	
  defines	
  a	
  bounce	
  when	
  a	
  reader	
  doesn’t	
  take	
  any	
  action	
 ...
1.	
  Tracking
#OBwebinar
• Google	
  defines	
  Time	
  on	
  Page	
  as	
  the	
  time	
  spent	
  going	
  from	
  
one...
#OBwebinar
Optimizing	
  Your	
  Campaign	
  
For	
  Your	
  Marketing	
  Objectives
Person	
  signs	
  up	
  
for	
  the	
  Allstate	
  
newsletter	
  	
  
PROMOTED	
  STORIES
Top	
  10	
  Things	
  to	
  L...
KPI	
  Optimization	
  Drives	
  Performance
+36%	
  average	
  uplift	
  in	
  conversions
Example:	
  Plated	
  drives	
  subscriptions
Conversions
CPA
KPI	
  Optimization	
  Enabled KPI	
  Optimization	
  Starte...
2.	
  Campaign	
  Duration
The	
  longer	
  you	
  amplify	
  your	
  content	
  with	
  
Outbrain,	
  the	
  higher	
  yo...
OPTIMIZINGFORSUCCESS
3.	
  Headlines	
  matter
#OBwebinar
OPTIMIZINGFORSUCCESS
http://outbra.in/hubspotebook
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
CTR	
  improvement	
  compared	
  with	
  1	
  headline
3.	
  Headlines	
  mat...
81-­‐100CHARACTERS
3.	
  Headlines	
  Matter
Six	
  Tips	
  for	
  Success
#OBwebinar
Headlines	
  generate	
  the	
  high...
3.	
  Headlines	
  Matter
#OBwebinar
Bracketed	
  clarifications	
  increase	
  CTR	
  
and	
  Conversion	
  Rate	
  when	...
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
• Competition	
  is	
  fierce	
  
• Monitor	
  frequently	
  
• Ensure	
  your	
  CPC	
  is	
  optimize	
  
when	
  geo-­‐...
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
4.	
  Optimizing	
  Your	
  CPC
Start	
  with	
  a	
  higher	
  CPC	
  to	
  build	
  your	
  reach
Then	
  optimize	
  do...
5.	
  Geo-­‐targeting
Be	
  sure	
  you	
  are	
  reaching	
  the	
  right	
  audience
#OBwebinar
OPTIMIZINGFORSUCCESS
OPTIMIZINGFORSUCCESS
Contact	
  support@outbrain.com
to	
  geo-­‐target	
  down	
  to	
  the	
  DMA	
  
(Designated	
  Mar...
6.	
  Platform	
  Targeting
Reach	
  your	
  target	
  audience	
  across	
  devices
#OBwebinar
OPTIMIZINGFORSUCCESS
6.	
  Device	
  Targeting
Reach	
  your	
  target	
  audience	
  across	
  devices
Tablet
.23%
.20%
.16%
SmartphoneDesktop...
OPTIMIZINGFORSUCCESS
1. Tracking	
  
2. Campaign	
  duration	
  
3. Testing	
  titles	
  
4. CPC
5. Geo-­‐targeting
6. Device	
  Targeting
#OBw...
#OBwebinar
INTERPRETING
YOUROUTBRAIN
REPORTS
LET’S	
  RECAP	
  WHAT	
  WE	
  KNOW
• Outbrain’s	
  algorithms	
  automatically	
  serve	
  all	
  titles	
  in	
  a	
  c...
• CTR	
  acts	
  as	
  a	
  ‘quality	
  score,’	
  or	
  in	
  our	
  case	
  an	
  ‘interest	
  
score’	
  to	
  put	
  t...
• When	
  a	
  campaign	
  starts,	
  the	
  system	
  automatically	
  serves	
  a	
  certain	
  
number	
  of	
  impress...
There	
  are	
  a	
  number	
  of	
  reasons	
  a	
  campaign	
  can	
  slow	
  down.	
  Here	
  are	
  a	
  few	
  
commo...
CAMPAIGN PERFORMANCE
is onlyas goodas its driver
Leverage OURTools
• Optimize your campaign regularly
• Test headlines and...
MORE RESOURCES
Q&A	
  
#OBwebinar
We’re	
  Here	
  to	
  Help
support@outbrain.com
help.outbrain.com
Discrepancy: YouTubestats
A:	
  
It	
  is	
  NOT	
  a	
  web	
  analytics	
  issue,	
  but	
  unique	
  issue	
  with	
  Y...
Conversiontracking
A:	
  
• Analytics’	
  conversion	
  tracking	
  generally	
  work	
  only	
  if	
  the	
  campaign	
  ...
CAMPAIGN CREATION SETUP
CAMPAIGN CREATION SETUP
CAMPAIGN CREATION SETUP
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[WEBINAR] Outbrain Campaign Optimization 101

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Perfect for the new Outbrain user, we'll take you through using the Outbrain platform and the key optimizations you need to make to get your campaign among the top performing content on our network.

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[WEBINAR] Outbrain Campaign Optimization 101

  1. 1. The  Webinar  Will  Begin  Shortly • All  participants  will  be  muted • For  audio,  select  “Mic  &  Speakers”  in   your  GoToWebinar  control  panel • To  submit  Q&A,  use  the  “Questions”   tool  in  the  control  panel Outbrain CampaignOptimization: Tips forSuccess #OBwebinar
  2. 2. • HowWe RecommendYourContent • Best PracticeS for CampaignCreation • Optimizingfor Outbrain Success • InterpretingyourOutbrain data • Q&A Session #OBwebinar TODAY’SWEBINAR
  3. 3. • Outbrain  has  more  than  45  algorithms  working  together  to   recommend  each  piece  of  content  to  the  most  interested   reader  across  our  network • The  algorithms  largely  fall  into  the  following  buckets: • Personal:  things  we  know  each  reader  likes • Behavioural:  readers  who  like  this,  also  read  this • Contextual:  related  to  what  you  are  reading • Popular:  content  trending  across  our  network HOW WERECOMMEND YOURCONTENT
  4. 4. • Outbrain’s  algorithms  automatically  serve  all  titles  in  a   campaign  to  try  and  appeal  to  as  wide  an  audience  as   possible • After  the  initial  ‘exploration’  phase,  which  can  last  a  day   or  two,  the  algorithms  will  automatically  optimise   towards  the  most  interesting  titles  in  the  campaign HOW WERECOMMEND YOURCONTENT
  5. 5. Pre-­‐Campaign   Planning  
  6. 6. Campaign Structure Different  Campaigns  Can  Have  Different  Objectives Page  Views   • Higher  Volume   • Higher  CTR • Lower  CPC • Less  Engagement Conversions • Lower  Volume • Lower  CTR • Higher  CPC • Higher  Engagement
  7. 7. Considerations forContent
  8. 8. Awareness/Page Views
  9. 9. Conversions
  10. 10. Optimizing for OUTBRAIN Success
  11. 11. OPTIMIZINGFORSUCCESS 1. Tracking  &  Analytics 2. Campaign  Duration 3. Headlines   4. CPC 5. Geo-­‐targeting     6. Platform  Targeting #OBwebinar
  12. 12. • Set  Google  Analytics  campaign  UTM   using    Google’s  Tool  URL  Builder   • Suggested  tagging UTM_Medium  =  Discovery UTM_Source  =  Outbrain UTM_Campaign  =  Campaign  Name • We  can  also  add  dynamic  content  to   your  tracking  codes 1.  Tracking Identify  the  Correct  Traffic #OBwebinar OPTIMIZINGFORSUCCESS
  13. 13. OPTIMIZINGFORSUCCESS
  14. 14. 1.  Tracking Acquisition  >  All  Traffic #OBwebinar OPTIMIZINGFORSUCCESS
  15. 15. 1.  Tracking #OBwebinar • Google  defines  a  bounce  when  a  reader  doesn’t  take  any  action   on  the  page  so  a  reader  may  have  read  the  entire  page  but  will   still  be  counted  as  a  bounce • Define  what  a  bounced  visit  means  to  you • Define  engagement  on  the  page • Set  up  Google  Analytics  engagement  events Measure  bounce  better 0% 20% 40% 60% 80% 100% Day  1 Day  2 Day  3 Day  4 Day  5 Day  6 Day  7 Bounce  Rate No  Engagement  Events Engagement  Events OPTIMIZINGFORSUCCESS
  16. 16. 1.  Tracking #OBwebinar • Google  defines  Time  on  Page  as  the  time  spent  going  from   one  page  to  another • We  redefined  our  Time  on  Page  google  event  as  time  spent   on  the  page  the  user  entered • Minimal  time  for  engagement  on  content Measure  time  on  page  better 0:00:00 0:14:24 0:28:48 0:43:12 0:57:36 Day  1 Day  2 Day  3 Day  4 Day  5 Day  6 Day  7 Time  on  Site No  Timing  Events Timing  Events OPTIMIZINGFORSUCCESS
  17. 17. #OBwebinar Optimizing  Your  Campaign   For  Your  Marketing  Objectives
  18. 18. Person  signs  up   for  the  Allstate   newsletter     PROMOTED  STORIES Top  10  Things  to  Look  for   in  a  Used  Car  Inspection   Allstate   Blog Person  doesn’t   sign  up  for  the   Allstate  newsletter Lookalike  audiences   will  see  this  story MORE Lookalike  audiences   will  see  this  story LESS How  does  it  work? Person  clicks  to   marketer’s  site Person  sees   marketer’s   recommendation
  19. 19. KPI  Optimization  Drives  Performance +36%  average  uplift  in  conversions
  20. 20. Example:  Plated  drives  subscriptions Conversions CPA KPI  Optimization  Enabled KPI  Optimization  Started 0 10 20 30 40 50 60 70 80 90 100 $0.00 $50.00 $100.00 $150.00 $200.00 $250.00 $300.00 $350.00 $400.00 $450.00 2/7/15 2/14/15 2/21/15 2/28/15 3/7/15 3/14/15 3/21/15 3/28/15 4/4/15 4/11/15 4/18/15
  21. 21. 2.  Campaign  Duration The  longer  you  amplify  your  content  with   Outbrain,  the  higher  your  CTR #OBwebinar OPTIMIZINGFORSUCCESS
  22. 22. OPTIMIZINGFORSUCCESS
  23. 23. 3.  Headlines  matter #OBwebinar OPTIMIZINGFORSUCCESS http://outbra.in/hubspotebook
  24. 24. 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% CTR  improvement  compared  with  1  headline 3.  Headlines  matter The  more  content  and  headlines  you  test, the  better  your  campaign  will  perform   #OBwebinar >5  Headlines >10  Headlines >15  Headlines OPTIMIZINGFORSUCCESS
  25. 25. 81-­‐100CHARACTERS 3.  Headlines  Matter Six  Tips  for  Success #OBwebinar Headlines  generate  the  highest  level   of  engagement  at  moderate  lengths  
  26. 26. 3.  Headlines  Matter #OBwebinar Bracketed  clarifications  increase  CTR   and  Conversion  Rate  when  used  in   headlines 38% HIGHER    CTR OPTIMIZINGFORSUCCESS 75%HIGHER  CVR
  27. 27. DASHBOARD OVERVIEW
  28. 28. DASHBOARD OVERVIEW
  29. 29. • Competition  is  fierce   • Monitor  frequently   • Ensure  your  CPC  is  optimize   when  geo-­‐targeting 4.  Optimizing  Your  CPC Start  with  a  higher  CPC  to  build  your  reach Then  optimize  down  over  time #OBwebinar OPTIMIZINGFORSUCCESS
  30. 30. DASHBOARD OVERVIEW
  31. 31. DASHBOARD OVERVIEW
  32. 32. 4.  Optimizing  Your  CPC Start  with  a  higher  CPC  to  build  your  reach Then  optimize  down  over  time #OBwebinar $0.00   $0.01   $0.02   $0.03   $0.04   $0.05   $0.06   $0.07   $0.08   $0.09   0 2000 4000 6000 8000 10000 12000 14000 16000 Clicks eCPC OPTIMIZINGFORSUCCESS
  33. 33. 5.  Geo-­‐targeting Be  sure  you  are  reaching  the  right  audience #OBwebinar OPTIMIZINGFORSUCCESS
  34. 34. OPTIMIZINGFORSUCCESS Contact  support@outbrain.com to  geo-­‐target  down  to  the  DMA   (Designated  Market  Area)  
  35. 35. 6.  Platform  Targeting Reach  your  target  audience  across  devices #OBwebinar OPTIMIZINGFORSUCCESS
  36. 36. 6.  Device  Targeting Reach  your  target  audience  across  devices Tablet .23% .20% .16% SmartphoneDesktop HOLIDAY 2013 CONTENT: ENGAGEMENT BY DEVICE AVERAGE CTR #OBwebinar OPTIMIZINGFORSUCCESS
  37. 37. OPTIMIZINGFORSUCCESS
  38. 38. 1. Tracking   2. Campaign  duration   3. Testing  titles   4. CPC 5. Geo-­‐targeting 6. Device  Targeting #OBwebinar OPTIMIZINGFORSUCCESS
  39. 39. #OBwebinar INTERPRETING YOUROUTBRAIN REPORTS
  40. 40. LET’S  RECAP  WHAT  WE  KNOW • Outbrain’s  algorithms  automatically  serve  all  titles  in  a  campaign   across  the  network  of  publishers  to  try  and  appeal  to  as  wide  an   audience  as  possible • After  the  initial  ‘exploration’  phase,  which  can  last  a  day  or  two,  the   algorithms  will  automatically  optimise  towards  the  most  interesting   (in  our  case,  clickable)  titles  in  the  campaign FOR  THIS  REASON… • There  will  never  be  an  even  distribution  of  traffic  between  all  titles • Outbrain  will  serve  the  titles  that  have  the  most  traction  with   readers  across  the  network Interpreting the TopArticles
  41. 41. • CTR  acts  as  a  ‘quality  score,’  or  in  our  case  an  ‘interest   score’  to  put  the  most  interesting  pieces  of  content  in  front   of  readers • CTR  and  CPC  are  the  two  metrics  by  which  the  algorithms   recommend  your  content.   Interpreting CTR & CPC
  42. 42. • When  a  campaign  starts,  the  system  automatically  serves  a  certain   number  of  impressions  to  each  article  in  the  campaign   • During  this  phase,  the  system  ‘explores’  the  content  to  find  interested   readers  across  the  network • For  this  reason,  a  campaign  can  take  a  day  or  two  to  really  pick  up   traction Why is mycampaign slowinthe beginning?
  43. 43. There  are  a  number  of  reasons  a  campaign  can  slow  down.  Here  are  a  few   common  ones: • Did  you  drastically  lower  the  CPC? • Did  you  take  out  any  top  performing  articles? • Was  it  the  weekend  (or  another  slow  period,  like  a  holiday)? • Did  you  extend  the  campaign’s  end  date  (stretching  the  budget  and   making  it  smaller  each  day)? Why is there abig dip inmytraffic?
  44. 44. CAMPAIGN PERFORMANCE is onlyas goodas its driver Leverage OURTools • Optimize your campaign regularly • Test headlines and images • Review your CPC and budgets • Manage and add content • Utilize our resources
  45. 45. MORE RESOURCES
  46. 46. Q&A   #OBwebinar We’re  Here  to  Help support@outbrain.com help.outbrain.com
  47. 47. Discrepancy: YouTubestats A:   It  is  NOT  a  web  analytics  issue,  but  unique  issue  with  YouTube’s  own  YouTube   Analytics  report  (free) • YouTube  Analytics  does  NOT  count  auto-­‐start.  It  counts  proactive  click  on  play. • YouTube  Analytics  has  an  anti-­‐fraud  process,  which  pauses  tracking  after  a  burst  of  visits  from  the  same  source  URL. Do: If  quantifying   the  number  of  video  views  on  YouTube  video  is  important  to  the  client, • Do  not  use  auto-­‐start  (not  the  best  usability  idea  but  it  works  for  YouTube  Analytics) • Embed  the  video  on  a  web  page,  use  Google  Analytics  (or  other)  to  account  for  landing  from  campaign. Q: Client  amplified  videos  on  their  page  on  YouTube.com.  50,000  visits  delivered  in   campaign.  Client  says  they  only  see  15,000  video  play  although  video  plays   automatically  each  time  the  page  is  accessed.  Why  the  big  gap?   YouTube  Analytics  ‘Views  report’:   https://support.google.com/youtube/answer/1714329?hl=en&ref_topic=3029003 Amplify
  48. 48. Conversiontracking A:   • Analytics’  conversion  tracking  generally  work  only  if  the  campaign  click  leads  the   user  directly  to  the  client’s  website  in  which  analytics  reports  on  (need  to  arrive   with  campaign  tracking  code  or  referrer  identification  in  order  to  associate   conversion  with  the  campaign). • Outbrain can  account  for  conversion  events  as  a  result  of  campaign  click,   regardless  of  paths  taken  to  get  to  the  conversion  event.   • e.g.  Campaign  drive  traffic  to  earned  content.  Conversion  is  defined  as  visit  to  product  page  on  the  brand   website. Q: Outbrain  has  conversion  pixel  (aka  ‘optimisation   code’).  How  different  is  it  from   what  the  client  can  get  from  GA Amplify
  49. 49. CAMPAIGN CREATION SETUP
  50. 50. CAMPAIGN CREATION SETUP
  51. 51. CAMPAIGN CREATION SETUP

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