Beyond the Click: Display Metrics for Demand Marketers [PowerPoint]

Beyond the Click: Display Metrics

forDemand Marketers

Presented by: Mani Iyer | CEO @ Kwanzoo

@iyermani

#demandgen

OBJECTIVES

Webinar Objectives

• Educate Demand Marketers on new display opportunities using rich media, integrated with first party data (MAP, CRM)

• Share tips, tricks, best practices for effective display & retargeting campaigns.

AGENDA

1. Display Advertising & Retargeting Landscape

2. Running Display & Retargeting: Today’s Key Metrics

3. Introducing Rich Media Ads: More Metrics, Deeper Insights

4. How to Prioritize Display & Retargeting Campaign Opportunities (and Continuously Optimize)

5. Questions

Display Advertising & Retargeting Landscape

Google

Other Networks

Retargeting

Exchanges / RTB

B2B Audiences

See kwanzoo.com/solutions/display-retargeting/supported-networks-exchanges/

Display Ad Sizes

There are many standard sizes defined by the Interactive Advertising Bureau (IAB):

• leaderboard (728x90) = 728 pixels wide, 90 pixels high

• medium rectangle (300x250) most available inventory across ad sizes

• Other common sizes • 300x600 • 160x600• 180x150

• mobile ad sizes (iPhones, Androids, iPads)• 468x50• 300x50 • 320x50

Types of Display Ads

Ad Formats • banner ads / image ads / flat ads - simple images (PNG, JPG)

• rich media ads - Flash-based or Dynamic HTML-based. Ads can have forms for lead capture, polls for gathering insights, etc.

Running Display Campaigns: Today’s Key Metrics

• Conversion - turning an unknown user into a known prospect (first name, last name, email, company, etc.)

• Landing Pages - where conversions typically happen today• user clicks on a flat ad, then are redirected to the landing page

• Click Through Rate (CTR) • getting users to click through the ad to your landing page.

Kwanzoo’s Cloud-based Rich Media Platform

Do-It-Yourself (DIY) platform for marketers Out-of-the-box Integration

Certified rich media ad platform on Google Display Network (GDN), DoubleClick Ad Exchange (AdX) and Google AdMob

Certified on 3rd party ad networks, re-targeting platforms, ad exchanges

Rich Media Ads: Capture Leads without Landing Pages with In-Banner Lead Forms

In-Banner Lead Form – User Experience – Step 2

In-Banner Lead Form – User Experience – Step 3

Boost top-of-funnel leads with in-banner lead forms

A/B testing showed over 30% higher lead conversions

BEFORE:

Multi-step engagement & conversion – all inside a display ad. No Landing Page

Needed.

Top-of-Funnel: Boost Leads with Video Lead Form Ads

• Link in your marketing or training video from Youtube

• Capture leads in the retargeted ad, store directly into your MAP or CRM

1. Video 2. Overlay banner

3. Lead form

4. Thank you screen

(Optional) Front Screenwith title and webinar pitch

collect registrations in Signup Screen

Capture Registration Data directly into Citrix GoToWebinar,

MAP or CRM

Top-of-Funnel: Webinar sign-ups directly inside ads

A/B Testing Lead Form Ads

Multiple Front Screen Creatives

Front Screen 1 Front Screen 2 Front Screen 3

Front Screen 4

All creatives served on a rotating basis, leading to the same Sign-up Screen creative

Signup Screen

A/B Testing Lead Form Ads

Single Sign-up Screen Only

Creative 1 Creative 2 Creative 3

Rich Media Ads – Key Metrics Beyond CTRs

Basic metrics include:

• Impressions – # times the video lead form ad is served• Engagement – the First Click on the lead form ad• Lead Captures – complete form fills on Lead Form screen• Clicks – the click on the call-to-action on the Thank You screen

that is presented after the Lead Form screen

Lead Form Ads – Deeper Insights

View detail stats including:• impressions• viewable impressions• partial form fills • lead captures

• %engagement / impressions• %engagement / viewable

impressions• video play duration for each

engagement (video lead form ads)• %video play / total video duration

Closed-Loop Reportingintegrated with MAP/CRM

Measure Impact Increased lead conversions Pipeline acceleration Increased closed/won deals

Suspect InquiryMarketing

QualificationSales

QualificationCustomerMarketing

Marketing Automation (MAP) / CRM

Rich Media Campaigns Across Your Demand Funnel: Optimize Your Complete Lead Management Process

Top of Funnel:

Increase display ad conversions w/ in-banner forms & video lead form ads

Boost retargeted ad conversions with in-banner forms & video lead form ads

Site & Email retarget across 3rd party sites

Mid Funnel:

Improve nurture programs across email & display ads w/ rich media polls

Site, Email & CRM retarget known prospects

Dynamic, persona-based & account-based ads

Lower Funnel:

Upsell/cross-sell with rich media polls & CRM retargeting

Dynamic, persona-based & account-based ads

How To Prioritize Display / Retargeting Opportunities

1. Site Retargeting - Prior site visitors, tracked through cookies on their browser.

2. Email Retargeting – Prospects with email addresses. Matched using 3rd party cookies.

3. Account-based Targeting - Target list of companies. Matched to IP-address blocks first. Ads served to IP blocks.

4. CRM Retargeting – Prospects tracked using their physical mailing address. Matched using 3rd party cookies.

5. Direct Buy on Publisher Sites – Verified strong audience match through test campaign(s). CPM or Fixed CPL Buys.

6. Audience Targeting via RTB / Buy-side Platforms – Takes the longest to run and optimize. Use to identify new direct buy sources.

Use Engagement Details to Optimize Future Campaigns

Details on each prospect engagement

Engagement Details Report V2

We will also report on:

• Creative name which specific creative content / copy worked when you were A/B testing multiple creative?

• Conversion? did this specific engagement result in a lead capture?

• User information off the IP address• Organization – company e.g. Ford• IP Domain – company domain e.g. Ford.com• City – e.g. Detroit• State – e.g. Michigan• State Code – e.g. MI• Zip Code – e.g. 55555• Country – United States• Country Code – e.g. US• Continent – North America

More Analytics – Interactive ChartsCompare Different Metrics – Impressions Served By Day, Impressions to Engagement, Impressions to Lead Captures, and more.

Build Your Rich Media Ad in 3 Easy Steps!

1. Select rich media ad

2. Customize

3. Run, Optimize

Questions?

Phone: 408-216-7025Email: info@kwanzoo.comTwitter: @kwanzoo @iyermani

Resources:http://www.kwanzoo.com/integrations/kwanzoo-analytics/

http://www.kwanzoo.com/resources/faq/display-campaign-planning-faq/

http://www.kwanzoo.com/resources/faq/site-retargeting-planning-faq/http://www.kwanzoo.com/resources/faq/email-retargeting-planning-faq/http://www.kwanzoo.com/resources/faq/crm-retargeting-planning-faq/