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Maximize The Effectiveness Of Your
Paid Marketing Campaigns
PPC Is Dead
Welcome To Data Science
Game Progress: 30 sec
Optimization: 10 min
Deep Mind Learning
PPC Is Dead
Welcome To Data Science
Game Progress: 30 sec
Optimization: 200 min
Deep Mind Learning
How Ads Are Bought Online
Internet
User
Advertiser DSP
Ad Exchange
Foundations
Tracking
Targeting
Bid Strategy
Optimizatio...
Foundation To Successful
Campaigns
1. Tracking
2. Targeting
3. Bid Strategies
4. Optimization
Foundations
Tracking
Targeti...
Obvious
- Large Geo
- Gender/Demo
- Time of Day?
What Is Already Known?
Tracking
Targeting
Bid Strategy
Optimization
Repor...
Obvious
- Large Geo
- Gender/Demo
- Time of Day?
Not So Obvious
- Interest Catagories
- Specific Age
- Time of Day
- Multi...
Tracking
“What is my campaign goal?”
Micro Conversions
Macro Conversions
Foundations
Tracking
Targeting
Bid Strategy
Optim...
Targeting
- Advanced Locations Options
- Frequency Caps
○ Prospecting vs Remarketing
Foundations
Tracking
Targeting
Bid St...
Targeting
1M / 7 = 142k imp per day
10% win rate…
14k x $2 cpm = $28/day x 30 = $840/mo
Foundations
Tracking
Targeting
Bid...
Bidding Strategies
Programmatic vs Human
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Int...
Why CPC Doesn’t Matter
Campaign Avg
CPC = $0.59
CPA = $4.04
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Repor...
Bidding Strategies (cont.)
Progression For Display
Maximize Clicks
Target CPA
ROAS (if ecom)
Foundations
Tracking
Targetin...
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Optimization
“Start big and wor...
What Bid Strategy Optimizes For
Does
- User’s geographic
location
- Browser
- Operating system
- User’s language setting
-...
What Bid Strategy Optimizes For
Does
- User’s geographic
location
- Browser
- Operating system
- User’s language setting
-...
Optimization
Human Intervention
- Dimensions AdWords does NOT optimize for
- Creative/content
- Data AdWords could not pos...
The AdMindFoundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Coming to Campaigns N...
The AdMind (cont.)Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Coming to Cam...
OptimizationFoundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Hero Shots
Analytics/AdMind DashboardsFoundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Summary
1. Tracking
2. Targeting
3. Bid Strategies
4. Optimization
Foundations
Tracking
Targeting
Bid Strategy
Optimizatio...
QuestionsFoundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
tyler@admind.io
mike@a...
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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.

Published in: Business
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Admind: Maximize The Effectiveness of your Paid Marketing Campaign

  1. 1. Maximize The Effectiveness Of Your Paid Marketing Campaigns
  2. 2. PPC Is Dead Welcome To Data Science Game Progress: 30 sec Optimization: 10 min Deep Mind Learning
  3. 3. PPC Is Dead Welcome To Data Science Game Progress: 30 sec Optimization: 200 min Deep Mind Learning
  4. 4. How Ads Are Bought Online Internet User Advertiser DSP Ad Exchange Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
  5. 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. 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. 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. 8. Tracking “What is my campaign goal?” Micro Conversions Macro Conversions Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
  9. 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. 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. 11. Bidding Strategies Programmatic vs Human Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
  12. 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. 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. 14. Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction Optimization “Start big and work into more granular dimensions.”
  15. 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. 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. 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. 18. The AdMindFoundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction Coming to Campaigns Near You This September
  19. 19. The AdMind (cont.)Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction Coming to Campaigns Near You This September
  20. 20. OptimizationFoundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction Hero Shots
  21. 21. Analytics/AdMind DashboardsFoundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
  22. 22. Summary 1. Tracking 2. Targeting 3. Bid Strategies 4. Optimization Foundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction
  23. 23. QuestionsFoundations Tracking Targeting Bid Strategy Optimization Reporting Review/Q&A Introduction tyler@admind.io mike@admind.io

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