The Webinar Will Begin Shortly: • All participants will be muted • For audio, select “Mic & Speakers” in your GoToWebinar control panel • To submit Q&A, use the “Questions” tool in the control panel Outbrain Campaign Optimization: Tips for Success #OBwebinar
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The Webinar Will Begin Shortly:• All participants will be muted• For audio, select “Mic & Speakers” in
your GoToWebinar control panel• To submit Q&A, use the “Questions”
tool in the control panel
Outbrain Campaign Optimization: Tips for Success
#OBwebinar
• How we recommend your content• Best practices for campaign creation• Optimizing for Outbrain success • Interpreting your Outbrain data• Q&A Session
#OBwebinar
TODAY’S WEBINAR AGENDA
• Outbrain has more than 45 algorithms working together to recommend each piece of content to the most interested reader across our network
• The algorithms largely fall into the following buckets:• Personal: things we know each reader likes• Behavioural: readers who like this, also read this• Contextual: related to what you are reading• Popular: content trending across our network
HOW WE RECOMMEND YOUR CONTENT
• Outbrain’s algorithms automatically serve all titles in a campaign to try and appeal to as wide an audience as possible
• After the initial ‘exploration’ phase, which can last a day or two, the algorithms will automatically optimise towards the most interesting titles in the campaign
• Set Google Analytics campaign UTM using Google’s Tool URL Builder
• Suggested taggingUTM_Medium = DiscoveryUTM_Source = OutbrainUTM_Campaign = Campaign Name
• We can also add dynamic content to your tracking codes
1. Tracking:Identify the Correct Traffic
#OBwebinar
OPTIMIZING FOR SUCCESS
OPTIMIZING FOR SUCCESS
Acquisition > All Traffic
#OBwebinar
OPTIMIZING FOR SUCCESS1. Tracking:
Measure bounce better
#OBwebinar
• Google defines a bounce when a reader doesn’t take any action on the page so a reader may have read the entire page but will still be counted as a bounce
• Define what a bounced visit means to you• Define engagement on the page• Set up Google Analytics engagement events
0%
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Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Bounce Rate
No Engagement Events Engagement Events
OPTIMIZING FOR SUCCESS1. Tracking:
Measure time on page better
#OBwebinar
• Google defines Time on Page as the time spent going from one page to another
• We redefined our Time on Page google event as time spent on the page the user entered
LET’S RECAP WHAT WE KNOW• Outbrain’s algorithms automatically serve all title in a campaign
across the network of publishers to try and appeal to as wide an audience as possible
• After the initial ‘exploration’ phase, which can last a day or two, the algorithms will automatically optimise towards the most interesting (in our case, clickable) titles in the campaign
FOR THIS REASON…• There will never be an even distribution of traffic between all titles• Outbrain will serve the titles that have the most traction with
readers across the network
Interpreting the Top Articles
• CTR acts as a ‘quality score,’ or in our case an ‘interest score’ to put the most interesting pieces of content in front of readers
• CTR and CPC are the two metrics by which the algorithms recommend your content.
Interpreting CTR & CPC
• When a campaign starts, the system automatically serves a certain number of impressions to each article in the campaign
• During this phase, the system ‘explores’ the content to find interested readers across the network
• For this reason, a campaign can take a day or two to really pick up traction
Why is my campaign slow in the beginning?
There are a number of reasons a campaign can slow down. Here are a few common ones:
• Did you drastically lower the CPC?
• Did you take out any top performing articles?
• Was it the weekend (or other slow period, like a holiday)?
• Did you extend the campaign’s end date (stretching the budget and making it smaller each day)?
Why is there a big dip in my traffic?
CAMPAIGN PERFORMANCE
is only as good as its driver
Leverage OUR Tools
• Optimize your campaign regularly• Test headlines and images• Review your CPC and budgets• Manage and add content• Utilize our resources
It is NOT a web analytics issue, but unique issue with YouTube’s own YouTube Analytics report (free)• YouTube Analytics does NOT count auto-‐start. It counts proactive click on play.
• YouTube Analytics has an anti-‐fraud process, which pauses tracking after a burst of visits from the same source URL.
Do:
If quantifying the number of video views on YouTube video is important to the client,• Do not use auto-‐start (not the best usability idea but it works for YouTube Analytics)
• Embed the video on a web page, use Google Analytics (or other) to account for landing from campaign.
Q:Client amplified videos on their page on YouTube.com. 50,000 visits delivered in campaign. Client says they only see 15,000 video play although video plays automatically each time the page is accessed. Why the big gap?
• Analytics’ conversion tracking generally work only if the campaign click leads the user directly to the client’s website in which analytics reports on (need to arrive with campaign tracking code or referrer identification in order to associate conversion with the campaign).
• Outbrain can account for conversion events as a result of campaign click, regardless of paths taken to get to the conversion event.
• e.g. Campaign drive traffic to earned content. Conversion is defined as visit to product page on the brand website.
Q:Outbrain has conversion pixel (aka ‘optimisation code’). How different is it from what the client can get from GA