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.
The	
  Webinar	
  Will	
  Begin	
  Shortly:
• All	
  participants	
  will	
  be	
  muted
• For	
  audio,	
  select	
  “Mic...
• How	
  we	
  recommend	
  your	
  content
• Best	
  practices	
  for	
  campaign	
  creation
• Optimizing	
  for	
  Outb...
• 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-CampaignPlanning
Different	
  Campaigns	
  Can	
  Have	
  Different	
  Objectives
Page	
  Views	
  
• Higher	
  Volume	
  
• Higher	
  CTR
...
Considerations forContent
Awareness/Page Views
Conversions
Optimizing for OUTBRAIN
Success
1. Tracking	
  &	
  Analytics
2. Campaign	
  Duration
3. Headlines	
  
4. CPC
5. Geo-­‐targeting	
  	
  
6. Platform	
  Ta...
• Set	
  Google	
  Analytics	
  campaign	
  UTM	
  
using	
  	
  Google’s	
  Tool	
  URL	
  Builder	
  
• Suggested	
  tag...
OPTIMIZINGFORSUCCESS
Acquisition	
  >	
  All	
  Traffic
#OBwebinar
OPTIMIZINGFORSUCCESS
1.	
  Tracking:
Measure	
  bounce	
  better
#OBwebinar
• Google	
  defines	
  a	
  bounce	
  when	
  a	
  reader	
  doesn’t	
  take	
  any...
Measure	
  time	
  on	
  page	
  better
#OBwebinar
• Google	
  defines	
  Time	
  on	
  Page	
  as	
  the	
  time	
  spent...
#OBwebinar
http://www.outbrain.com/blog/2015/04/bounce-­‐rate-­‐content-­‐marketing.html
#OBwebinar
OptimizingYourCampaign
ForYourMarketingObjectives
Person	
  signs	
  up	
  
for	
  the	
  Allstate	
  
newsletter	
  	
  
PROMOTED	
  STORIES
Top	
  10	
  Things	
  to	
  L...
KPI OptimizationDrives Performance
+36%	
  average	
  uplift	
  in	
  conversions
Example:Plated drives subscriptions
Conversions
CPA
KPI	
  Optimization	
  Enabled KPI	
  Optimization	
  Started
0
10
20
...
2.	
  Campaign	
  Duration:
The	
  longer	
  you	
  amplify	
  your	
  content	
  with	
  
Outbrain,	
  the	
  higher	
  y...
OPTIMIZINGFORSUCCESS
#OBwebinar
Click	
  here	
  to	
  access	
  this	
  E-­‐book.
3.	
  Headlines:
Be	
  strategic	
  by	
  using	
  data	
  t...
3.	
  Headlines:
The	
  more	
  content	
  and	
  headlines	
  you	
  test,
the	
  better	
  your	
  campaign	
  will	
  p...
81-­‐100CHARACTERS
#OBwebinar
Headlines	
  generate	
  the	
  highest	
  level	
  of	
  
engagement	
  at	
  moderate	
  l...
#OBwebinar
38%
HIGHER	
  	
  CTR
75%HIGHER	
  CVR
3.	
  Headlines:
Bracketed	
  clarifications	
  increase	
  CTR	
  and	
...
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
• Competition	
  is	
  fierce	
  
• Monitor	
  frequently	
  
• Ensure	
  your	
  CPC	
  is	
  optimized	
  
when	
  geo-­...
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
4.	
  CPC
Start	
  with	
  a	
  higher	
  CPC	
  to	
  build	
  your	
  reach,
then	
  optimize	
  down	
  over	
  time
#O...
5.	
  Geo-­‐targeting
Be	
  sure	
  you	
  are	
  reaching	
  the	
  right	
  audience
#OBwebinar
OPTIMIZINGFORSUCCESS
Contact	
  support@outbrain.com
to	
  geo-­‐target	
  down	
  to	
  the	
  DMA	
  
(Designated	
  Market	
  Area)	
  
OPTI...
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	
  title	
  in	
  a	
  ca...
• 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	
  h...
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	
  ...
CAMPAIGNCREATION SETUP
CAMPAIGNCREATION SETUP
CAMPAIGNCREATION SETUP
Upcoming SlideShare
Loading in …5
×

Campaign Optimization Tips for Success

856 views

Published on

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.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Campaign Optimization Tips for Success

  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. • How  we  recommend  your  content • Best  practices  for  campaign  creation • Optimizing  for  Outbrain success   • Interpreting  your  Outbrain  data • Q&A  Session #OBwebinar TODAY’S WEBINARAGENDA
  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 WERECOMMENDYOUR CONTENT
  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 WERECOMMENDYOUR CONTENT
  5. 5. Pre-CampaignPlanning
  6. 6. 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 Campaign Structure
  7. 7. Considerations forContent
  8. 8. Awareness/Page Views
  9. 9. Conversions
  10. 10. Optimizing for OUTBRAIN Success
  11. 11. 1. Tracking  &  Analytics 2. Campaign  Duration 3. Headlines   4. CPC 5. Geo-­‐targeting     6. Platform  Targeting #OBwebinar OPTIMIZINGFORSUCCESS
  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. Acquisition  >  All  Traffic #OBwebinar OPTIMIZINGFORSUCCESS 1.  Tracking:
  15. 15. Measure  bounce  better #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 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 1.  Tracking:
  16. 16. Measure  time  on  page  better #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 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 1.  Tracking:
  17. 17. #OBwebinar http://www.outbrain.com/blog/2015/04/bounce-­‐rate-­‐content-­‐marketing.html
  18. 18. #OBwebinar OptimizingYourCampaign ForYourMarketingObjectives
  19. 19. 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 itwork? Person  clicks  to   marketer’s  site Person  sees   marketer’s   recommendation
  20. 20. KPI OptimizationDrives Performance +36%  average  uplift  in  conversions
  21. 21. 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
  22. 22. 2.  Campaign  Duration: The  longer  you  amplify  your  content  with   Outbrain,  the  higher  your  CTR #OBwebinar OPTIMIZINGFORSUCCESS
  23. 23. OPTIMIZINGFORSUCCESS
  24. 24. #OBwebinar Click  here  to  access  this  E-­‐book. 3.  Headlines: Be  strategic  by  using  data  to  drive  your  headline   creation  – there’s  an  e-­‐book  for  that OPTIMIZINGFORSUCCESS
  25. 25. 3.  Headlines: The  more  content  and  headlines  you  test, the  better  your  campaign  will  perform   #OBwebinar 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% >5  Headlines >10  Headlines >20  Headlines CTR  Improvement  (over  1  headline) OPTIMIZINGFORSUCCESS
  26. 26. 81-­‐100CHARACTERS #OBwebinar Headlines  generate  the  highest  level  of   engagement  at  moderate  lengths   OPTIMIZINGFORSUCCESS
  27. 27. #OBwebinar 38% HIGHER    CTR 75%HIGHER  CVR 3.  Headlines: Bracketed  clarifications  increase  CTR  and   Conversion  Rate  when  used  in  headlines OPTIMIZINGFORSUCCESS
  28. 28. DASHBOARD OVERVIEW
  29. 29. DASHBOARD OVERVIEW
  30. 30. • Competition  is  fierce   • Monitor  frequently   • Ensure  your  CPC  is  optimized   when  geo-­‐targeting 4.  CPC Start  with  a  higher  CPC  to  build  your  reach,   then  optimize  down  over  time. #OBwebinar OPTIMIZINGFORSUCCESS
  31. 31. DASHBOARD OVERVIEW
  32. 32. DASHBOARD OVERVIEW
  33. 33. 4.  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
  34. 34. 5.  Geo-­‐targeting Be  sure  you  are  reaching  the  right  audience #OBwebinar OPTIMIZINGFORSUCCESS
  35. 35. Contact  support@outbrain.com to  geo-­‐target  down  to  the  DMA   (Designated  Market  Area)   OPTIMIZINGFORSUCCESS
  36. 36. 6.  Platform  Targeting Reach  your  target  audience  across  devices #OBwebinar OPTIMIZINGFORSUCCESS
  37. 37. 6.  Device  Targeting Reach  your  target  audience  across  devices Tablet .23% .20% .16% SmartphoneDesktop HOLIDAY 2013 CONTENT: ENGAGEMENT BY DEVICE AVERAGE CTR #OBwebinar OPTIMIZINGFORSUCCESS
  38. 38. OPTIMIZINGFORSUCCESS
  39. 39. 1. Tracking   2. Campaign  duration   3. Testing  titles   4. CPC 5. Geo-­‐targeting 6. Device  Targeting #OBwebinar OPTIMIZINGFORSUCCESS
  40. 40. #OBwebinar INTERPRETING YOUROUTBRAIN REPORTS
  41. 41. LET’S  RECAP  WHAT  WE  KNOW • Outbrain’s  algorithms  automatically  serve  all  title  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
  42. 42. • 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
  43. 43. • 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?
  44. 44. 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  other  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?
  45. 45. 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
  46. 46. MORE RESOURCES
  47. 47. Q&A   #OBwebinar We’re  Here  to  Help support@outbrain.com help.outbrain.com
  48. 48. 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
  49. 49. 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
  50. 50. CAMPAIGNCREATION SETUP
  51. 51. CAMPAIGNCREATION SETUP
  52. 52. CAMPAIGNCREATION SETUP

×