You’ve created your brand, developed your web, and social media presence, but how do you know if you’re on track? For all you data nerds out there, paid media is the nectar of the gods. In this session, Analytics Strategist Julia Schroeder explained how to quantify your business marketing efforts by implementing trackable advertising strategies. Business owners learned how to develop a paid campaign and establish KPI’s for tracking success. Read more at: https://isl.co/2017/08/small-biz-big-impact-four-key-steps-to-build-your-brand

1. 641 S ST NW.
Washington, DC 20001
P: +1 202-683-9980
www.isl.co
OptimizeforSuccess
AUGUST 8, 2017
A HANDY GUIDE FOR SMALL BUSIN ES SES

2. 2
HI, MY NAME IS…
JuliaSchroeder
Analytics Strategist
@julianofoolia, julia@isl.co

3. 3
1. Numbers Are Your Friend
2. Establishing KPIs & Tracking Methods
3. Advertising 101
4. Types of Paid Media
5. Targeting
6. Building a Budget & Projecting ROI
7. Example Time!
8. UTM Codes & Google Analytics
9. Takeaways
TABLE OF CONTE NTS

4. OPTIM IZE FOR SUCCESS
NumbersAreYourFriend
4

5. OPTIM IZE FOR SUCCESS
5
WhyWe’reHere
Let’s say that you’ve established a web & social presence. You’re gaining traffic
and picking up a social media following. How do you know you’re on the right
track?
Digital media offers what traditional media cannot - hard, real-time metrics. With
the right know-how, you can develop measurable KPI’s and align a strategy to
meet your goals.
In this session, we’ll explore how to quantify your marketing efforts by developing
trackable advertising strategies - all in the effort to help you learn from and
optimize your digital presence.

6. 6
DataDrives
Strategy
C ONTEN T
STRATEGY
PUBLISHING
+
ENGAGEMENT
PAID
STRATEGY
REPORTING
INTRODUCTION
It’s easy to ignore data… but you really, really
shouldn’t. Reporting metrics are the
unbiased & free way to evaluate success &
inform next steps - and you don’t need to be
a math or excel genius to use them!

7. 1. Areyouspendingeffectivelyacrossdifferentchannels?
2. Isyouraudienceaccomplishingyourdesiredweb/socialgoals?
3. Arecertaincreativeelements deliveringastrongerreturnoninvestment?
4. Docertainaudiencesegmentsoutperformothers?
5. Areyoumatching performancebenchmarksforyourprimaryKPIs?
7
INTRODUCTION
WhatCanIGetOutofReporting?
By gathering metrics on a monthly and quarterly basis (recommended), you’ll be able
to draw insights which will allow you to make data-driven optimizations to your digital
strategy. For example:

8. 8
INTRODUCTION
SmarterTime&
MonetaryInvestments
All of this boils down to the above. Smarter
marketing strategies help you to understand
what drives your business goals, and cut out
the fluff that doesn’t serve your purpose.
It all starts with data.

9. EstablishingKPIs&
TrackingMethods
9
OPTIM IZE FOR SUCCESS

10. ESTABLIS HING KP I’ S
10
They’re not as scientific as the name may suggest.
KPI’saremeasurablevaluesthatdemonstratehoweffectivelyyouareachievingyour
goals. We recommend choosing 1-3 primary KPI’s for each channel in order to build tactics
to meet them.
KeyPerformanceIndicators

11. 11
ESTABLIS HING KP I’ S
• Impressions
• Reach
• Fans
• Engagement Rate
• Share of Voice
• Sentiment
• Link Clicks
• Coupon Downloads
• Conversions
AWARENESS ENGAGEMENT DIRECT RESPONSE
SocialKPIs WebsiteKPIs
TRAFFIC CONVERSIONS BEHAVIOUR
• Site Sessions
• Returning VS New
• Traffic Sources
• Ecommerce
• Downloads
• Button Clicks
• Time on Site
• Pageviews
• Bounce Rate

12. You don’t have to purchase expensive social media
management or reporting software - platforms have built-
in reporting tools for free!
Google Analytics requires some initial setup; however, the
process is well-explained and easy to follow. Youshould
absolutelyinstallGAonyoursiteifyouhaven’talready!
12
ESTABLIS HING KP I’ S
KPITracking:
FreeToolsOfTheTrade
FB BUSINESS MANAGER
FB PAGE INSIGHTS
FBADS
ADS.TWITTER.COM
TWAUDIENCE INSIGHTS
IG BUSINESSACCOUNT
GOOGLEANALYTICS

13. ESTABLIS HING KPI ’ S
13
FacebookPageInsights
If you have administrative ownership of a
Facebook page, you have access to page insights.
Thisisoneofthemostcomprehensive,freetools
forsocialmediareporting. You can:
- Track Reach, Impressions, Fan Growth
- Analyze Video Views, Post Engagements,
Messages Received
- Develop owned benchmarks to
understand average performance
- & more~

14. ESTABLIS HING KPI ’ S
14
TwitterAnalytics
If you have administrative ownership of a Twitter
page, you have access to Twitter Analytics.
TwitterAnalyticsprovidesasnapshotofyour
handle’sTweetperformance,topengagements,
andmore:
- Impressions, Engagement Rate, Link
Clicks, etc.
- Analyze audience information (age, demo,
psychographic profiles)
- Develop owned benchmarks to
understand average performance

15. ESTABLIS HING KPI ’ S
15
If you have a website, don’t skip Google Analytics.
Its free and delivers all the information you need
to understand:
- Howpeopleuseyoursite: Page views,
downloads, actions performed
- Howpeoplefindyoursite:Source of
website entry (social channels, web search,
etc.)
- Howpeopleinteractwithyoursite:New/
Returning users, Bounce Rate, Avg. Site
Session Duration, etc.
GoogleAnalytics

16. 16
ESTABLIS HING KPI ’ S
SoWhat?
Once you establish a few primary KPI’s, these free tools will help
you understandyourbenchmarks. It’s important to know what
your average performance is across your KPI categories in order
to set achievable goals.
Thisbecomesincreasinglyimportantinthecontextof
advertising.You want to know that your media dollars are doing
work - and understanding your benchmarks is one the easiest
way to do that!

17. Advertising101
17
OPTIM IZE FOR SUCCESS

18. ADVERTISING 101
18
While you may be able to achieve some of your business’s goals & KPI’s without advertising support,
you’re probably going to have to invest in your business’s paid media at some point.
As a small or new business, breaking through to your target audience may seem daunting: you may be
competing with big-name brands with large advertising budgets, or may not know how to invest in
advertising efficiently. This guide will give you the tips & tricks you need to know to kickstart your digital
advertising strategy.
GettingSmartwithYourAdvertising
Dollars

19. 1.HowBuyingWorks
&TypesofPaidMedia
19
ADVERTISING 101

20. 20
HowBuyingWorks
Direct Buy Real-Time Bidding (RTB)
• What: When you (the advertiser) strikes a deal with the
seller (entity selling the ad space) to guarantee a fixed
flight and media budget.
‣ Example: A full-page takeover of the New
York Times website, an ad in a magazine, a TV
spot during a certain program.
• Pros: Ensured exposure ; Much easier to guarantee
results upfront ; One transaction
• Cons: Less flexibility in changing creative or flight ;
Larger budget required ; Manual process & additional
communication needed.
• What: When you (the advertiser) leverages a
programmatic seller (platform selling the ad space) to
bid against other advertisers who are also trying to
reach your target audience.
‣ Example: Self-serve platforms like Google
Display Network, Google Adwords,
Facebook, Twitter, etc.
• Pros: Flexibility to swap creatives and budget ; Ability
to control bid and remain competitive ; Targeting at
your disposal
• Cons: No true results “guarantee” ; Bid prices can be
high if target audience is highly competitive

21. ADVERTISING 101
21
WhereShouldYouAdvertise?
This depends on a few things, but should be informed by the following questions:
‣ Who you are advertising to?
What audience are you trying to reach? Where is the most applicable place to find them?
‣ What is your goal?
Are you advertising for awareness, or drive newsletter sign ups? Do you want to engage with a
community or drive mass video views?
‣ What is your business?
Do some media make more send than others? E.g., Terrestrial radio for car sales, digital radio for
album promotion, Twitch for game releases, etc.
‣ What is your budget?
Can your intended advertising budget support large scale format like TV, or will you need to play
in more conversation or flexible advertising formats like display or social?

22. 2.Targeting
22
ADVERTISING 101

23. Ad sellers realized that they could make mad money if they could improve how advertisers chose to
target and serve.
As a result, your behaviors are collected to paint a picture of a virtual “you.” This is done via:
‣ Cookies: A text file sent from a website and stored in a user's web browser while the user
is browsing that website.
‣ Web beacons: Also known as a "tracking pixel.” A a transparent graphic image (usually 1
pixel x 1 pixel) that is placed on a site or in an email, and used in combination with cookies
to transfer or collect information through a graphic image request.
‣ Persistent IDs: Refers to "people-based" marketing as opposed to device-based.
Persistent ID Targeting uses ID logins for sites or mobile apps such as Facebook; IDs are
assigned to a user, and stay with the user throughout browsing and across devices.
ADVERTISING 101
23
Targeting:It’sKindaCreepy

24. ADVERTISING 101
24
Targeting:SocialAdvertising
Social media is where many users are most inclined to freely
share personal information. This makes targeting options
even more robust.
Available targeting parameters include:
‣ The Basics: Age/Gender/Geographic/Language
‣ Interests: Page likes, frequented groups, activities,
etc.
‣ Behaviours: Purchase history, travel history,
browser preferences
‣ Socioeconomic: HHI, Cash VS Credit preference,
Occupation/Industry

25. ADVERTISING 101
25
Targeting:SearchAdvertising
Search ads rely on your search engine behaviors. While
lifestyle/interest targeting offered by aforementioned social
ads are limited, specific search keyword targeting is robust.
Google AdWords is one of the best tools to get started!
Available targeting parameters include:
‣ The Basics: Age/Gender/Geographic/Language/Time
of Day
‣ Search Queries: Keywords and phrases plugged into
Google
‣ Contextual: Groupings of keywords surrounding
popular topics (“Dogs, “Pets,” etc.)

26. ADVERTISING 101
26
ChoosingYourTarget
Because there are SO many different ways to target, advertisers can be selective in who their ads
are served to. After all - the point of targeting is to not only to segment ideal target groups, but also
to eliminate wasting dollars on uninterested ones.
Matching the right people to the right messages at the right time leads to improved
social performance at a reduced cost.

27. 3.Budgeting
&ROIProjections
27
ADVERTISING 101

28. ADVERTISING 101
28
BudgetBasics
“Cool, but how much money do I need?”
( Is the most frequent question I hear. )
Understanding how much money is the right amount
is entirely dependent on your goals, cost
benchmarks, target audience and number of assets.
After that - some simple math formulas will tell you
exactly how much advertising funds you need to set
aside!
1:
2:
Buying Goal
Target Audience
# of Assets
3:
Cost Benchmarks
4:

29. ADVERTISING 101
29
BudgetBasics:BuyingGoals/Objectives
Your buying goal should align with your intended
campaign goal - but this time, it dictates how & when
you bid. Advertising platforms call this the “Advertising
Objective.”
For example, if your Facebook campaign goal is reach,
you’ll want to choose a buying goal within the
“Awareness” category, versus “Engagement” category.
This tells Facebook to bid against unique eyeballs at the
most competitive price, allowing you to reach more
people for your dollar.
1:
2:
Buying Goal
Target Audience
# of Assets
3:
Cost Benchmarks
4:

30. ADVERTISING 101
30
BudgetBasics:SelectingaBuyingGoal
1:
2:
Buying Goal
Target Audience
# of Assets
3:
Cost Benchmarks
4:

31. ADVERTISING 101
31
BudgetBasics:CostBenchmarks
1:
2:
Buying Goal
Target Audience
# of Assets
3:
Cost Benchmarks
4:
Self-serve ads operate on a real-time bidding system.
This means that means that for whatever buying goal
you selected, the ad platform is placing you in
“competition” with other advertisers buying for the
same target audience.
Based on how “expensive” your target audience is, your
buying goal costs may rise and fall. Investing $100 for one
audience may produce 15K impressions, but only 10K
impressions for another, more competitive group.

32. ADVERTISING 101
32
Pause!VocalLesson.
CPC: Cost per Click
CPM: Cost per Mille AKA Cost per 1,000 Impressions
CPR: Cost per Reach
CPE: Cost per Engagement
CPV: Cost per View
CPA: Cost per Acquisition
CTR: Clickthrough Rate
Cost Per Conversion: Cost per intended action
Flight: Runtime of the campaign
Frequency: # of times your ad is shown to the same user
on average
GDN: Google Display Network
Native: Within the platform
Organic: Non-paid
PPC: Pay per Click (Same as CPC)
Relevancy Score / Quality Score: 1-10 number some ad
networks assign that indicates targeting-content efficacy
Retargeting: Allows marketers to display ads to people
who have visited their website or are part of their contacts
database
SEM: Search Engine Marketing (Google AdWords,
Sponsored web search)
UTM: Urchin Tracking Module / A way to track links in
Google Analytics by appending unique field to a URL
Advertisers love a good acronym. Here’s some terms you'll want to have on-hand:

33. ADVERTISING 101
33
BudgetBasics:CostBenchmarks
1:
2:
Buying Goal
Target Audience
# of Assets
3:
Cost Benchmarks
4:
Once you start advertising, you’ll be able to quickly
gather your owned cost benchmarks. You’ll know that
$X advertising investment typically produces Y
impressions/engagements/video views, etc.
Until then, we recommend using industry benchmarks
as a projection starting point.

34. ADVERTISING 101
34
BudgetBasics:IndustryBenchmarks
Facebook Benchmarks Twitter Benchmarks Instagram Benchmarks AdWords Benchmarks
CPM: $6.33
CPE: $0.16
CPV: $0.05
CPC: $0.50
CPM: $10
CPE: $1.50
CPV: $0.10
CPC: $0.10
CPM: $6.30
CPE: $1.40
CPV: $0.05
CPC: $1.41
CPC: $2.32
CPV: $0.10

35. ADVERTISING 101
35
BudgetBasics:TargetAudience
1:
2:
Buying Goal
Target Audience
# of Assets
3:
Cost Benchmarks
4:
Remember that target audience we made? We know the
size of it.
After locking down our buying goal, we can take those
benchmarks to understand what it will cost to reach or
engage with 25, 50, 75, or 100% of the audience one time.
This is where your cost benchmarks come into play!
For example, if you know the size of your audience is
10,000 people, and industry benchmark dictates a $6.33
CPM, you can follow the following formula:
• (Sizeof Audience)/(1000)*(CPMBenchmark)=$Needed
• (10,000Users)/(1000)*6.33=$63.30Needed

36. ADVERTISING 101
36
BudgetBasics:TargetAudience
You can also prioritize budget by committing to reaching a specific percentage of that
audience. This formula would look like:
• ((Sizeof Audience*DesiredPercentageof Audience)/(1000)*(CPMBenchmark)=$
Needed
$6.33
Facebook CPM
25% AUDIENCE:
2,500 REACH
50% AUDIENCE:
5,000 REACH
75% AUDIENCE:
7,500 REACH
100% AUDIENCE:
10,000 REACH
COST TO
REACH:
$15.82 $31.65 $47.48 $63.30

37. ADVERTISING 101
37
BudgetBasics:CostBenchmarks
1:
2:
Buying Goal
Target Audience
# of Assets
3:
Cost Benchmarks
4:
After gaining an understanding of the buying goal and
cost per reach of the target audience, you’ll want to
allocate funds according to the volume of assets going
out.
You’ve found that it only costs $63 to reach 100% of your
audience? That’s great! Have 60 assets going out over a
five month span? $63 isn’t going to cut it.
Prioritize the % of your target audience you’d ideally like
to reach per asset to determine ideal budget.

38. PuttingItAllTogether-
ExampleTime!
38
OPTIM IZE FOR SUCCESS

39. Next-levelTracking:
UTMCodes&GA
39
OPTIM IZE FOR SUCCESS

40. NEXT-LEVEL TRACK ING
40
You’ve laid the groundwork for your paid strategy & are now familiar with the free tracking tools in your
toolkit - Now it’s time to take your tracking to the next level.
UTM codes are snippets of text added to a URL that tells Google Analytics various pieces of
information. Depending on how detailed you’d like your tracking to be, you can configure UTM codes for
any piece of content that contains a link.
UTMCodes&GoogleAnalytics

41. NEXT-LEVEL TRACK ING
41
UTMCodes-YourNewTrackingBFF

42. 42
UTMCodes-YourNewTrackingBFF
AdLink:https://www.brooklinen.com/pages/8-reasons-why-you-should-buy-your-bedding-from-
brooklinen?utm_source=Facebook+8+Reason+Test
NEXT-LEVEL TRACK ING

43. 43
UTMCodes-YourNewTrackingBFF
You can configure your links to hold the following
information:
- Source: Referral source (Facebook, Instagram, Email,
etc.)
- Medium: Organic, Boosted Post, Click-to-website
ads, etc.
- Campaign: Specific initiative; ex: “RecruitmentQ2”
- Content (Optional): Differentiates between specific
ad units if you're running multiple versions; ex:
“Version1,” “2B”, etc.
- Term (Optional): Used for paid search ads - but if you
connect Google AdWords, this is done for you! ex:
“Coffee DC,” “Coffee shop DC”
https://raventools.com/marketing-reports/google-analytics/url-builder/
NEXT-LEVEL TRACK ING

44. 44
WhyTaketheExtraStep?
OncedataiscollectedinGoogleAnalytics,therearenotake-backs.You
cannot apply UTM tracking codes to posts, ads, or hyperlinked URLs after
users have clicked in an attempt to retroactively filter that data. Google
Analytics data is stored via how users arrived atthetimeofclick - and
cannot be altered not after.
So,ifyou’replanningtospendANYmediadollarsthatdrivetoyour
website….thisstepisnon-negotiable!Doing so will allow you to see if
certain ad units are delivering rockstar performance, and if others are falling
flat. If you have a site, do not skip this step.
NEXT-LEVEL TRACK ING

45. 641 S ST NW.
Washington, DC 20001
P: +1 202-683-9980
www.isl.co
A J. WALTER THOMPSON CO.
Thanks!
JuliaSchroeder
Analytics Strategist
@julianofoolia, julia@isl.co
KEEP IN TOUCH .

46. Takeaways
46
OPTIM IZE FOR SUCCESS