Atlassian%20talk gil 6lessons
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This document discusses best practices for programmatic advertising. It recommends (1) optimizing ads based on advertiser goals like sales or leads rather than publisher metrics, (2) starting with goals like awareness or purchase intent and mapping the customer journey, and (3) developing your own attribution model to understand customer touchpoints rather than relying on default models. It also warns against "reporting magic tricks" and advocates for transparent reporting and always-running "time-based" campaigns to continuously improve performance over time.
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Atlassian%20talk gil 6lessons
- 1. PROGRAMMATIC ADVERTISING How can machine and human work together to predict your next purchase?
- 5. If an ad loads in a browser and no one is there to notice it, does it really matter?
- 6. PLAN BY GOAL, NOT CHANNEL
- 7. Traditional media planning in 1930’s
- 11. Plan by mindset Awareness Engagement Leads Direct Response Acquisition
- 12. Think like a customer, not like a publisher Awareness Engagement Leads Direct response Acquisition Online sales Call centre Leads nurturing Store sales Mobile video YouTube Facebook video Instagram Premium programmatic ATL Referral I’m becoming aware of the brand Facebook Native Display SEO SEM Direct traffic Non-branded keywords I’m interested in the brand Facebook Native Display I’m considering the brand Facebook Display SEO SEM Direct traffic branded keywords I’m showing intent to buy the brand. Facebook Display I’m purchasing from the brand SEO SEM Direct traffic branded keywords Engaged Visitors Leads Quotes Completed Views Sales
- 14. Listen to Audience Signals What product was I looking at? What product was I interested in buying? Product What media source did I come from? How well does this source usually convert? Source What stage of the buying process did I get to? Did I add the product to my cart or enter personal details? Stage What topics have I demonstrated interest in? What other pages have I interacted with? Interest How long ago did I interact with the website? When am I likely to purchase? Time How many times did I interact with the website? Touchpoint
- 15. Cold Warm Hot Customers 3,810 2 days 15,608 7 days 90,448 30 days 172 2 days 856 7 days 6,748 30 days 163,792 30 days 2,146 30 days 12,416 365 days Move from Pools to Ponds
- 16. Attribution is a Point-of-View
- 17. Sales vs Attribution Windows 0 250 500 750 1000 PC 1 PC 7 PC 30 PV 1 PV 7 PV 30 Sales Attribution Methods and Windows
- 18. Time Lag from First interaction January February March
- 19. Error Magnitude The further you get from the buyers true goal, the greater the error (and it’s cost) Click ROMI View Error Acquisition
- 20. Be Aware of Reporting Magic Tricks
- 21. CPM CPC Clicks Conversions $3.20 $3.84 1570 62 $1.80 $2.16 1874 54 $2.40 $2.88 1953 71 $1.20 $1.44 2044 97 $3.90 $4.68 1453 57 $4.10 $4.92 1653 48 $3.20 $3.84 1754 66 $2.40 $2.88 1955 74 Conversions 0 25 50 75 100 1 2 3 4 5 6 7 8 Conversions RED FLAGS • Totals only (missing columns) • Graphs only (no trends) • Hiding negatives • No editing! ✔
- 22. Time based campaigns only Always-on = Always-improving
- 24. Time-based Performance CPA 2.5 3 3.5 3.9 4.4 Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Campaign 1 Campaign 2 Campaign 3 ? Establish a baseline
- 25. Key Takeaways 1. Optimise towards Advertiser metrics 2. Start with the goals 3. Map your audience using tag management 4. Develop your own attribution model 5. Make sense of your reports 6. Stay in Market – establish a baseline