Maximize Your Audiences & Programmatic Display Advertising by Michelle Morgan and Bryan Duffin - UDMC May 2018 Event

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BRYAN DUFFIN
THE ULTIMATE GUIDE TO
PROGRAMMATIC DISPLAY
ADVERTISING
DIRECTOR OF PAID ADVERTISING  
AVALAUNCH MEDIA 
LEHI, UTAH #SLCSEM
TONIGHTS PRESENTER:

A V A
L U
N C H
MEDIA
THE ULTIMATE GUIDE TO PROGRAMMATIC DISPLAY ADVERTISING
BRYAN DUFFIN, AVALAUNCH MEDIA
bryan@avalaunchmedia.com
Twitter: @luckysho77

WHO AM I?
PPC Director,Avalaunch Media
LEFT FRAUD INVESTIGATION @ EBAY
DIGITAL ADVERTISER (Agency & in-house)
MET MY WIFE THROUGH DIGITAL MARKETING
JUST HAD A BABY
DUNGEONS & DRAGONS

TODAY’S PRESENTATION
PROGRAMMATIC DISPLAYADVERTISING
WHAT WE’LL COVER…
WHAT IT IS
DOES IT GET A BAD RAP?
WHEN / WHEN NOT TO USE
HOW TO STRATEGICALLY USE IT
1
2
3
4

WHAT IT IS
PROGRAMMATIC DISPLAY ADVERTISING

WHAT DO ALL PROGRAMMATIC
AD PLATFORMS HAVE IN COMMON?
Advertiser Trading Desk
Demand-side
Platform
Sell-side
Platform
Publishers
Exchange/
Marketplace
Automated Trading = Programmatic Trading
Automated Buying Automated Selling

DOES IT GET A BAD RAP?

CONCERNS WITH PROGRAMMATIC ADS
LACK OF CONSISTENT MEASUREMENT/METRICS
LACK OF AGENCY TRANSPARENCY
LACK OF VISIBILITY ON THIRD PARTIES
AD FRAUD
VIEWABILITY OF ADS
BRAND SAFETY
49%
42%
39%
37%
35%
23%
According to senior ad buyers worldwide, December 2017
% of respondents
Note: Respondents chose up to 3.
Source: London Research, “The State of Programmatic Advertising” in partnership
with Truth, Jan. 8, 2018.

PROBLEM 1
LACK OF CONSISTENT MEASUREMENT
Attribution nightmare View–through tracking Paid analytics/
attribution tools

PROBLEM 2
LACK OF AGENCY TRANSPARENCY
Set number of impressions Proper setup is expensiveCPM fee includes
markup

TRACKING & TRANSPARENCY SOLUTION
Use other analytics
tools

PROBLEM 3
LACK OF VISIBILITY ON 3RD PARTIES
DATA EXCHANGES
/BROKERS
RTB MARKETING
PLATFORMS
BLACK BOX
AUDIENCE
SEGMENTS What’s Inside?
• Actual behavior unknown
• Old data with new data
• Good data with bad data
• Fixed segment optimization
• Data sourced via brokers

SOLVING THE 3rd-PARTY PROBLEM
Utilize
unstructured
data
CRM
Email
Addresses
Zip codes
Offline & organic site
visit data

AD FRAUD ISSUES
STATISTICS
Sources: WhiteOps, 2016; Adage.com, 2015; The Verge, 2017
$7.2
billion
Marketers lost
to digital ad fraud in 2016
fraud
takes $1
For every $3 spent
on digital ads,
1 in 5
ad-serving
websites
Fraud bots
are exclusive visitors of

AD FRAUD ISSUES (continued)
STATISTICS
8.3%
of display ad impressions examined
by Integral Ad Science were
39% higher
bot fraud
Ads with a CPM greater than $10
experienced
Demand
outstrips
supply
Fraud is invited whenever and
wherever digital advertising
fraudulent
Sources: Integral Ad Science, 2016; ANA, 2016; WhiteOps, 2017

SOLVING FRAUD, VIEWABILITY
& BRAND SAFETY PROBLEMS
INVENTORY INTEGRITY PARTNERS
TRAQscore
Viewability
Brand safety
Malware detection
Non-human traffic detection
Impression quality
Brand safety
Botnets
Click farms
Pay-per-view networks

BETTER ADS STANDARDS
Today, the Better Ads Standards consists of 12 ad experiences that
research found to be particularly annoying to users.

BETTER ADS STANDARDS: DESKTOP
Targeted sites that had annoying ads:
Pop-up ads
Auto-play video ads with
sound (Outstream)
Prestitial ads with
countdown
Large sticky ads
3, 2, 1 …

BETTER ADS STANDARDS: MOBILE
Auto-play video ads
with sound
Pop-up
ads
Prestitial ads Postitial ads with
countdown
Full-screen scrollover
ads
Density >30% Flashing
animated ads
Large sticky
ads
Close
ad in 4
secs
3, 2, 1
…
Targeted sites that had annoying ads:

RESULTS SINCE BETTER ADS STANDARDS
Show messaging based on where people have been on your site
42% of sites that were
previously failing are now
passing (as at Feb, 2018)
30 days to fix site after first
warning. The next stage is
Chrome not showing ads
More than half of people use
Chrome

Is it real?
Is it safe?
Is it viewable?
QUESTIONS TO ASK YOURSELF
ABOUT AD PLACEMENT:

THE MINDSET FOR PROGRAMMATIC
In a recent 2-week Act! campaign:
1776 people clicked on the ad
4289 people did not click, but went to the site after the
impression (measured through custom tracking)
Which means, about 71% of people went to the site after the
impression, NOT THE CLICK
Less than 16% of internet users click on banner ads
Moral of the story? DON’T OPTIMIZE FOR CLICKS

WHERE DOES DISPLAY FIT IN THE FUNNEL?
 
AWARENESS
CONVERSION
INTEREST
CONSIDERATION

TARGETING OPTIONS
Site retargeting
Geo-fencing
Search retargeting
Keyword contextual targeting
Category contextual targeting
CRM targeting

SEARCH RETARGETING
Target competitor words
Target brand keywords
Target relevant non-brand keywords

GEOFENCING
CONVERSION ZONE
TARGETING ZONES

SITE RETARGETING
Show messaging based on where people have been on your site
Home page
& bounce
Blog
readers
Abandoned
cart
Made a purchase, but not
a complementary item

CRM TARGETING
Target users from your existing database
Target people at each stage in your CRM, to help
get people further down the funnel

ADS

ADS (continued)

WHEN/WHEN NOT TO USE

SIGNS THAT IT MAY BE TIME TO USE
PROGRAMMATIC
You’ve done everything you can think of
on the GDN
You have great CRM data
You have a lot of products
1
2
3

WHEN SHOULD I MOST LIKELY NOT USE
PROGRAMMATIC?
You do not have a significant budget
You do not value view-through attribution
You have not experimented with Display
advertising before
1
2
3

877.873.9298
bryan@avalaunchmedia.com

READY FOR OUR
SECOND SPEAKER? #SLCSEM

MICHELLE MORGAN
HOW TO MAXIMIZE YOUR AUDIENCE
FOR STRATEGY, OPTIMIZATION, AND
SCALE
DIRECTOR OF CLIENT SERVICES  
CLIX MARKETING 
INDIANAPOLIS, INDIANA #SLCSEM
TONIGHTS PRESENTER:

Audience Targeting
Michelle Morgan
Director of Client Services
Strategy, Optimization, and Expansion
@michellemsem

AGENDA
• Building Audiences
• Gaining Insights
• Campaign Structure
• Cross Channel
@michellemsem

Target Exclude
Expand Insights
BUILDING TARGET AUDIENCES
@michellemsem

Who Should You Target?
BUILDING TARGET AUDIENCES
@michellemsem

@michellemsem
NOT ALWAYS ACCURATE
• For a number of reasons.
• Some data is based on user
provided information.
• Some is based on algorithmic
decisions.
• But let’s see why neither of
these is fool proof…
DON’T TAKE TARGETING FOR GRANTED

@michellemsem
USER GIVEN DATA
• Crossdressing shop.
• All clients are male, but we
had to target women on
Facebook.
• Why?
• Users made a second profile
to fit their alter-ego or the truer
expression of who they are.

@michellemsem
ALGO BASED DATA
• Client wants to target users
with only a certain company
size.
• We target those in the right
range and exclude those in the
wrong range…because
thoroughness.
• Switched targeting on June 1.

RETARGETING LISTS
@michellemsem

@michellemsem
BASIC BUYER JOURNEY

@michellemsem
IF ALL ELSE FAILS…

@michellemsem
LEVERAGING ENGAGEMENT

@michellemsem
• All visitors.
• Interested user.
• Potential buyer.
• Lead.
PAGE ENGAGEMENT

@michellemsem
CREATIVE ENGAGEMENT

@michellemsem
VIDEO ENGAGEMENT

@michellemsem
• Ex: 1:19 video:
• 3 seconds
• 10 seconds
• 25%: 19.75 seconds
• 50%: 39.5 seconds
• 75%: 59.75 seconds
• 95%: 75 seconds
• In the video, it takes 26 sec before the
business is revealed.
• Anyone with less than 50% still might not
know what we do.
VIDEO ENGAGEMENT

RETARGETING LIST TIMING
@michellemsem

90 Days
60 Days
30 Days
Create 3 Audiences:
RETARGETING LIST TIMING
@michellemsem

@michellemsem
90 Days
• Soft CTA
60 Days
• Medium CTA
30 Days
• Firm CTA
90 Days
60 Days
30 Days
MATCHING CALL TO ACTION
@michellemsem

What is Important to Your Business?
• What actions are desired on your site?
• What are your conversion actions?
• How long would someone need to stay on your site to understand your product?
• Are there pages that indicate a greater chance of purchase?
• Are there multiple stages to your purchase cycle?
• How long is your sales cycle?
• What constitutes a large purchase?
• Do you have repeat customers or only one time buyers?
• Do you need to target people within certain timing windows?
• How engaged is an average customer on your site?
• Who are your target personas?
PROMPTS FOR RETARGETING LISTS
@michellemsem

Target Exclude
Expand Insights
WHY BUILD AUDIENCES
@michellemsem

Cookies & Uploads
Why Both?
• Dynamic Lists
• Tracking Hiccups
• Cookie Length
• Cross Device Exclusions
• Unconventional Customers
KNOWN LEAD
@michellemsem

If you know your target,
you likely know your
unwanted target.
Good Better
WRONG PERSONA
@michellemsem

Job Hunters
POOR ENGAGEMENT
@michellemsem

Quick Bounces
POOR ENGAGEMENT
@michellemsem

Not All Audiences Should Target Desirables
• What actions are undesirable on your site?
• Who are your visitors that have converted?
• How short of a visit is too short?
• Are there pages that indicate a lower propensity to purchase?
• What constitutes a small purchase?
• Did this person return the product?
• How long until you determine someone is no longer interested?
• What constitutes a poor visit to your site?
• Who are your people outside of your target personas?
PROMPTS FOR EXCLUSIONS
@michellemsem

Some Brief Examples
COVER BOTH SIDES
@michellemsem

@michellemsem
LOOKALIKE AUDIENCES

Meaningful Lists Are Even More Important for Lookalikes
Lookalike
Algorithm
Patterned
List
No Patterns
Strong
Modeling
GOOD DATA IN, GOOD DATA OUT
@michellemsem

FIND A HAPPY MEDIUM
10k - 50k
@michellemsem

DEMOGRAPHIC TOOLS
Platforms:
• Google AdWords
• Facebook
• LinkedIn
AUDIENCE ANALYSIS
@michellemsem

AUDIENCE PATTERNS
@michellemsem

AUDIENCE ANALYSIS
1. Create Positive Audiences
2. Create Negative Audiences
3. Review Audience Insights
4. Compare Differences
Luxury Travel
AUDIENCE PATTERNS
@michellemsem

PURCHASERS
PAGE VISITORS
AUDIENCE PATTERNS
@michellemsem

PURCHASERS PAGE VISITORS
AUDIENCE PATTERNS
@michellemsem

AUDIENCE PATTERNS
ENDLESS POSSIBILITIES
• Converting vs Non-Converting
• High ROI vs Low ROI
• Single vs Multiple Products Purchased
• One Time Buyer vs Repeat Customers
• Free Trial Users vs Paying Customers
• Enterprise vs SMB Solutions
• Monthly Subscribers vs Annual Plans
@michellemsem

Topics In-Market
Custom Intent
+ Keywords
Similar
Audience +
Keywords
ONE TARGETING TYPE PER CAMPAIGN
@michellemsem

Topics
Topic 1
Topic 2
Topic 3
In-Market
In-Market 1
In-Market 2
Custom Intent
+ Keywords
Custom Intent 1 +
KW
Custom Intent 2 +
KW
Custom Intent 3 +
KW
Custom Intent 4 +
KW
Similar
Audience +
Keywords
Similar to
Converters + KW
Similar to High
ROI + KW
Similar to Pricing
Page + KW
ONE TARGET PER AD GROUP
@michellemsem

WHY IS STRUCTURE IMPORTANT?
• Performance monitoring.
• Targeting option success.
• Targets within each type.
• Optimize for individual performance.
• Creating smart user flows.
@michellemsem

CREATING A FUNNEL
LEVERAGING OTHER AUDIENCES
• Utilize each interaction to move
a user to the next stage.
• Start with smaller interactions
and move your way down.
First Touch
Second Touch
Conversion
Touch
@michellemsem

CREATING A FUNNEL
STAGE AUDIENCE CALL TO ACTION
Awareness Lookalike Brand Video View
Interest Video Views > 50% Informational Whitepaper
Consideration Whitepaper Downloads Assessment Request
Action Assessment Completions Purchase
@michellemsem

CREATING A FUNNEL
CREATE 3 AUDIENCES:
@michellemsem

CREATING A FUNNEL
• When we’re finished, the user
flows through each call to action
from one audience to another.
• Each time, they move
themselves closer to
conversion.
Lookalike
Video Views
Download
Assessment
@michellemsem

VIDEO VIEWS
WHITEPAPER
ASSESSMENT
DUPLICATING EFFORTS
• In our funnel, each of the
conversion actions leads to a
point.
• Let’s assume these are nesting
audiences.
CREATING A FUNNEL
@michellemsem

Assessments
Whitepaper
Downloads
Video Views
Ad Set 2Ad Set 1 Ad Set 3
CREATING A FUNNEL
@michellemsem

VIDEO VIEWS
WHITEPAPER
ASSESSMENT
Exclude most specific
audience from less:
CREATING A FUNNEL
@michellemsem

ASSESSMENT WHITEPAPER VIDEO VIEWS
ASSESSMENT WHITEPAPER
ASSESSMENT
CREATING A FUNNEL
@michellemsem

Whitepaper, no Assessment Video View, no WP /Assessment
CREATING A FUNNEL
Ad Set 2Ad Set 1 Ad Set 3
@michellemsem

Benefits?
Optimize each separately:
• Ad Messaging
• Bids
• Placements
• Call to Action
• And everything else
CREATING A FUNNEL
@michellemsem

@michellemsem
COOKIE WINDOWS
90 Days
• Exclude 60 Days
• 61-90
60 Days
• Exclude 30 Days
• 31-60
30 Days
• No Exclusions
• 1-30
90 Days
60 Days
30 Days

MARATHONERS FUN RUNS PAGE LIKES LOOKALIKE
Marathons Fun Runs
Member
Program
Brand
Message
AUDIENCE SHAPING
@michellemsem

MARATHONERS
FUN RUNS
PAGE LIKES
LOOKALIKE
Marathons
Member
Program
Fun Runs
Brand
Message
AUDIENCE SHAPING
@michellemsem

@michellemsem
DUPLICATING EFFORTS
• Users could be in multiple
audiences at once.
• How can we find out?
AUDIENCE OVERLAP

@michellemsem
AUDIENCE MANAGER
• Create saved audiences of
all the groups you’d like to
target then take a look at
them with the Audience
Overlap tool.
AUDIENCE OVERLAP

Audience Layering:
• Put Audiences in Order of Importance
• Exclude Down the Hierarchy
Examples:
• Audience Size
• Highest Value Targets
• Specific Ad Messaging
• Sales Funnel Position
• Audience Targeting Strategy
AUDIENCE SHAPING
@michellemsem

LOWEST PRIORITYHIGHEST PRIORITY
AUDIENCE SHAPING
@michellemsem

MARATHONERS FUN RUNS
Only Exclude Down the Hierarchy
AUDIENCE SHAPING
@michellemsem

Excluding Up AND Down Leaves Out the Middle
Not Targeted
AUDIENCE SHAPING
@michellemsem

FUN RUNS PAGE LIKES LOOKALIKEMARATHONERS
AUDIENCE SHAPING
@michellemsem

AUDIENCE SHAPING
Exclusions Lists for Each Campaign
Marathoners Marathoners Marathoners
Fun Runs Fun Runs
Page Likes
@michellemsem

AUDIENCE SHAPING
Marathons Fun Runs
Member
Program
Brand
Message
@michellemsem

AUDIENCE SHAPING
Why Does It Matter?
• Message Match
• Targeting Strategy Effectiveness
• Easier Management/Optimization
• Frequency Control
@michellemsem

@michellemsem
CHANNEL STRENGTHS
Search
DisplaySocial

@michellemsem
CHANNEL STRENGTHS
Let’s put these to use.

FORTUNE 500
Targeting Fortune 500 folks in Facebook.
@michellemsem

@michellemsem
ONE DEGREE OF SEPARATION

@michellemsem
DECISION MAKERS IN SEARCH

@michellemsem
DECISION MAKERS IN SEARCH
• RLSA.
• Ad Customizers or IF Statements to better tailor copy.
• Create Dynamic Search Ads campaigns for these users as RDSA.

@michellemsem
HOW DO CEOS SEARCH?

@michellemsem
FORTUNE 500…IN DISPLAY
• Combine target personas with contextual
targeting to know when the right person is
reading the right kind of content.
• Target people on the Fortune 500 list…while
they’re looking at the Fortune 500 list.

@michellemsem
AUDIENCE TRANSLATION

@michellemsem
• 18-24 Year Olds:
• Facebook: 3%
• Google: 15%
LOST IN TRANSLATION

@michellemsem
NEW TARGETING
• Identify new targeting options based on
high affinity for certain targets.
• Images to the right are for active, non-
brand searchers on Google with
Facebook data.
• Request access to the Summit Estates
and Established Elite lifestyle audiences.
• Test layering in pages like The Points
Guy and Travelzoo into other audience
targets.

TAKEAWAYS
• Mindset shift: think about exclusions, expansion, & insights during
audience build stage.
• Regularly conduct pattern recognition exercises.
• Campaign structure is hugely important to success and optimization.
• Shape your audiences.
• Leverage audiences across channels to maximize insights and reach.
@michellemsem

MICHELLE
MORGAN
Director of
Client Services
Clix Marketing
PPC Since 2010
Whovian
Golfer
Tea > Coffee
Ripley’s Mom
@michellemsem

THANK
YOU!
Michelle Morgan
Director of Client Services
@michellemsem

UPCOMING EVENTS #SLCSEM
DON’T FORGET

ANNUAL DIGITAL
MARKETING CONFERENCE
AUGUST 24TH, 2018
#SLCSEM

Maximize Your Audiences & Programmatic Display Advertising by Michelle Morgan and Bryan Duffin - UDMC May 2018 Event

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