Headline Patrick McGrath Senior Product Manager, Ad Tech @ Netflix In Programmatic Ad Buying and Conversion Funnel Optimization
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Headline Patrick McGrath Senior Product Manager, Ad Tech @ Netflix
In Programmatic Ad Buying and Conversion Funnel Optimization
You’ve got to get the fundamentals down because otherwise the fancy stuff isn’t going to work* - Randy Pausch, ‘The Last Lecture’
*Also every high school sports coach, ever.
You can relax now!
The Key Takeaway Tracking is the foundation of success for any digital marketing campaign. Get tracking right, and the rest will (eventually) follow.
Discussion Topics
1. Setting yourself up for success
2. All the ways you can slice your data to derive insight
3. Building audiences of the right people, and placing an ad in front of
them at the right time
4. How this all feeds into A/B testing and conversion funnel optimization
The Product Marketing Nirvana
The right message to the right customer with the right context at the right time generating the right product experience. Truly a segment of one.
This is to show you that online advertising, and marketing in general, is incredibly complex. It’s also the first vector image for the term ‘brand’ via Google image search.
“It does not do to leave a live dragon out of your calculations, if you live near him.” - J.R.R. Tolkien
Tolkien, who probably didn’t know much about retargeting or conversion rate optimization, wrote in a timeless and poignant prose.
Building the Foundation
A Quick Note on Tools...
Tag managers, A/B software, and analytics platforms oh my!
Ad Platform Hierarchies Google AdWords Facebook
Campaigns
Accounts
Ad Groups
Keywords and Ads
Campaigns
Ad Groups
Ad Sets
Ads
Accounts
Build a Hierarchy Relevant to your business
Original Content
Television Shows
House of Cards
Now Map Business Insights Back to your ad platforms
Customer Segment #1
House of Cards
Customer Segment #2 Customer Segment #3
Google Facebook Facebook Google Google Facebook
Product A/B Tests Product A/B Tests Product A/B Tests
Segmentation and Audiences
Customer Segmentation Strategies
● Would you invest development resources for this group of customers?
● Would you build a custom product line for this group of customers? (eg, Enterprise, SMB)
Advanced: What would you do differently for each of these groups of customers by time of day? By the weather in their location? By the ads they have already seen? By their broadband capabilities? If you grouped by any of these dimensions, would the number of unique yield statistically significant results when assessing ad or product performance?
NomNomNomNomNom
Online Advertising == Cookies
● Where has this person been? ● Have they seen any of my ads yet? Which ones? ● Has this person ever been on my site? ● What can I infer about this users demographic based on the
sites they have visited? Based on my own data about them?
Impression Click Conversion(s) Retention
Communicate with ad serving platforms when a visitor has performed any product events, and vice versa.
Ad 1
Always know the source ad and all associated metadata! Feed this into your A/B systems.
Ad 2
Ad 3
Landing Page A/B Tests Conversions
Ad Platform 1
Ad Platform 2
Automation!
The Advantages of Building the Foundation
● Predictability ● Scalability ● Organizational ‘Alignment’ ● Cleaner Data
A good plan violently executed now is better than a perfect plan executed next week - George S. Patton
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