Admind: Maximize The Effectiveness of your Paid Marketing Campaign
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Created and presented by Admind: Are you wanting to take your PPC campaigns to the next level? Tyler Whittingham and Michael Query from Admind reveal content performance data from their recent case studies to show you how to use programmatic media buying to reach your audience at scale. Presentation originally given at Inbound Marketing SLC: Content Marketing Focus on August 6, 2015.
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Admind: Maximize The Effectiveness of your Paid Marketing Campaign
- 1. Maximize The Effectiveness Of Your Paid Marketing Campaigns
- 2. PPC Is Dead Welcome To Data Science Game Progress: 30 sec Optimization: 10 min Deep Mind Learning
- 3. PPC Is Dead Welcome To Data Science Game Progress: 30 sec Optimization: 200 min Deep Mind Learning
- 4. How Ads Are Bought Online Internet User Advertiser DSP Ad Exchange Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
- 5. Foundation To Successful Campaigns 1. Tracking 2. Targeting 3. Bid Strategies 4. Optimization Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
- 6. Obvious - Large Geo - Gender/Demo - Time of Day? What Is Already Known? Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Foundations Introduction
- 7. Obvious - Large Geo - Gender/Demo - Time of Day? Not So Obvious - Interest Catagories - Specific Age - Time of Day - Multi-Dimensional - Former Campaigns *Err on the side of broad What Is Already Known? Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Foundations Introduction
- 8. Tracking “What is my campaign goal?” Micro Conversions Macro Conversions Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
- 9. Targeting - Advanced Locations Options - Frequency Caps ○ Prospecting vs Remarketing Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction “Over 50% of your budget can be wasted due to settings errors.”
- 10. Targeting 1M / 7 = 142k imp per day 10% win rate… 14k x $2 cpm = $28/day x 30 = $840/mo Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction “Minimum of 1M impressions/week”
- 11. Bidding Strategies Programmatic vs Human Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
- 12. Why CPC Doesn’t Matter Campaign Avg CPC = $0.59 CPA = $4.04 Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
- 13. Bidding Strategies (cont.) Progression For Display Maximize Clicks Target CPA ROAS (if ecom) Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
- 14. Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction Optimization “Start big and work into more granular dimensions.”
- 15. What Bid Strategy Optimizes For Does - User’s geographic location - Browser - Operating system - User’s language setting - Time of day Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
- 16. What Bid Strategy Optimizes For Does - User’s geographic location - Browser - Operating system - User’s language setting - Time of day Does Not - Gender, Age, etc. - Audience Lists - Cross campaign - Interest Categories - Device Category - Traffic outside of AdWords Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
- 17. Optimization Human Intervention - Dimensions AdWords does NOT optimize for - Creative/content - Data AdWords could not possibly have (special scheduling, inventory, etc.) Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
- 18. The AdMindFoundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction Coming to Campaigns Near You This September
- 19. The AdMind (cont.)Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction Coming to Campaigns Near You This September
- 22. Summary 1. Tracking 2. Targeting 3. Bid Strategies 4. Optimization Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
Editor's Notes
- Tyler AdMind Intro
- Mike Intro to the learning Algorithm
- Mike
- Tyler Explain roles Advertisers job to create the ad DSP (demand side platform) helps with targeting - Other DSPs are Bing, Yahoo! Gemini, Site Scout, Media Match, DBM, etc… not all are created equal Exchange provides info on impressions User buys products 50 billion impressions/day… Great marketing starts and ends with choosing the right audience Explain why auction system works
- Mike Content marketing campaigns
- Ty Define each target & specify that this is direct response NOT BRANDING Large geo impossibilities… PF Changs in US shouldnt advertise in Africa Gender & Demo.. sports bras? Time… Is the business even open to take calls?
- Mike This slide is about campaign priming. What do you know about your segment before you even start to spend? Takes data analysis to determine. Dive into GA and start running reports for organic traffic or previous relevant campaigns. Define dimension as Google does. Define metric as google does. Multi-dim means to compare combinations of dimensions. Tease the AdMind. Why err broad? Need to feed enough data Ty Kisstixx example of 10 sales/day at $2 cpa … big woop.
- Ty Define CPA Dont fly blind. Micro conversion are more frequent than macro and make your data bigger. Tells Google that it is at least heading in the right direction Explain graphic … Best plays leading to touchdowns Establish your macro conversion What HAS TO HAPPEN prior to that macro… that is your micro Imression is served, click occurs, small engagements (micro) lead to a sale or Macro
- Ty The deadly mistake of locations… browsing ABOUT my location Why impression cap of 1 when prospecting. Remarkleting let the AdWords decide
- Ty The #1 killer for a campaign is restricting the audience too much from the start Give Google more opportunities to show your ad
- Mike had a mtg: 100 clients ~100 keywords 10 sec at each keyword. 27 hours just to do a single keyword analysis. Using google’s learning algorithms to optimize 24/7, consistently, comprehensively, accurately: 0 hours. Google has algorithms that optimize for the actions that matter most.
- ty Give Brady example of 6 cent clicks
- Mike: start with clicks then to cpa Ty depending on client ...it does work for you
- XXX SKIP XXX
- Mike?
- Mike? What to do about the does-nots?
- Goal = Micro Conversion
- mike