SiteScout August Buyer Strategy Webinar
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In this video, Pam D. walks us through the basics of optimizations and the how and when to use the basic optimization tool.
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SiteScout August Buyer Strategy Webinar
- 1. P R E P A R E D B Y : PAM DICKSON, CUSTOMER SUCCESS MANAGER OPTIMIZATIONS
- 2. Agenda • Optimization Definition • Optimization Timeline • Optimization Metrics • Optimization Levers • Basic/Auto Optimization Recs • Optimization Strategy for Conversions
- 3. Agenda • Optimization Definition • Optimization Timeline • Optimization Metrics • Optimization Levers • Basic/Auto Optimization Recs • Optimization Strategy for Conversions
- 4. Optimization — SiteScout Definition
- 5. Agenda • Optimization Definition • Optimization Timeline • Optimization Metrics • Optimization Levers • Basic/Auto Optimization Recs • Optimization Strategy for Conversions
- 6. Optimization — Timeline PRIOR TO LAUNCH 1st DAY AFTER LAUNCH 1st WEEK AFTER LAUNCH Are we set up for success given the KPI and the tactics chosen? Are we live and winning impressions? Within the first week of launch, are we able to spend? - No. Broaden our reach. - Yes. OPTIMIZE!
- 7. Optimization Strategies — Pacing & Optimizations PACING Utilize the data within your campaigns to drive performance towards best performing sites/creative/exchange/etc. OPTIMIZATIONS Check spend across all live tactics and evaluate projected daily spend to meet monthly or flighted BUDGETARY goals. Should be done on a regular basis (daily or weekly, depending on the budget size) and are highly dependent on each other during the lifetime of a campaign. BOTH
- 8. Agenda • Optimization Definition • Optimization Timeline • Optimization Metrics • Optimization Levers • Basic/Auto Optimization Recs • Optimization Strategy for Conversions
- 9. Optimization Strategies — Metrics IDENTIFY POINTS OF WEAKNESS OR OPPORTUNITY BASED OFF OF IMPRESSIONS WON PAIRED WITH YOUR PERFORMANCE GOALS 1 Recall Your KPI (ecpc, conversions, CTR, etc.) 2 Set Date Range (to match flight date of current campaign) 4 Sort By Impressions Won (highest to lowest)3 Set Evaluation Sample Size ($1,000/month- 1,000 impressions, $10,000/month- 10,000 impressions) 2 4
- 10. Agenda • Optimization Definition • Optimization Timeline • Optimization Metrics • Optimization Levers • Basic/Auto Optimization Recs • Optimization Strategy for Conversions
- 11. Optimization Strategies — Levers You Can Pull Data drives the decisions and the performance here. SITE/PLACEMENT CREATIVE DAYPARTING NETWORK SITESCOUT TIP: Don’t forget to optimize between tactics!
- 12. Agenda • Optimization Definition • Optimization Timeline • Optimization Metrics • Optimization Levers • Basic/Auto Optimization Recs • Optimization Strategy for Conversions
- 13. Optimization Strategies — Metrics BID IMPRESSIONS WON TOTAL CONVERSIONS WIN RATE How much is this inventory and how much are we willing to pay for it? Used to benchmark your success metric to ensure enough volume to make decisions Combines VTC and CTC in one comprehensive pool to be used as a success metric Used to see if we have potential to win more impressions given our current CPM bid and targeting parameters
- 14. Optimization Strategies — Metrics CLEARING eCPM CLEARING eCPC CLEARING eCPA VIDEO COMPLETION RATE If we are using this as a success metric, are we within range? Preferred success metric for driving clicks, starting success metric for conversion/eCPA campaigns Driving towards efficient conversions Success metric for in- stream video campaigns
- 15. Agenda • Optimization Definition • Optimization Timeline • Optimization Metrics • Optimization Levers • Basic/Auto Optimization Recs • Optimization Strategy for Conversions
- 16. Optimization — Basic Tools Automate optimizations at the creative and placement level
- 17. MIND BLOWN?
- 18. Agenda • Optimization Definition • Optimization Timeline • Optimization Metrics • Optimization Levers • Basic/Auto Optimization Recs • Optimization Strategy for Conversions
- 19. Optimization — Optimizing Towards Conversions Choose efficient tactics Act as a Digital Consultant Follow path to conversions as a user Verify Pixel Placement
- 20. Optimization — Optimizing Towards Conversions Choose efficient tactics • Make data driven decisions without sacrificing your spend (bid low, optimize towards low eCPC to drive efficient traffic to site) • Be mindful of the audience targeting flat fee (choose relevant, low cost segments) • Remember: Some tactics don’t seamlessly report conversions (mobile app). These are still valuable tactics to include, but set expectations accordingly
- 21. Optimization — Optimizing Towards Conversions Follow path to conversions as a user • Client Goal: Drive sign ups for SiteScout RTB • Does the current landing page make sense? What is the path to get to the sign up page from the landing page? • Don’t be afraid to make suggestions on ways to best meet the client goals!
- 24. Optimization — Optimizing Towards Conversions Verify Pixel Placement • Did the client confirm pixel placement? • Are we seeing the pixel on the page? • Use free internet tools such as Ghostery to check for simple placement verification • Enable view through conversion tracking within your campaigns!
- 25. SUMMARY • Optimization Definition • Optimization Timeline • Optimization Metrics • Optimization Levers • Basic/Auto Optimization Recs • Optimization Strategy for Conversions
- 26. KEY TAKEAWAYS 1. There is no right or wrong way to optimize – you learn from each move you make. 2. Create an efficient timeline for your team based off your resources and the amount of data within the campaigns. 3. Optimizing towards conversions can be tricky – use the automated tools and don’t be afraid to give suggestions to best meet.
- 27. Q & A