Using Data to Design Smarter Online Ad Campaigns Hafez Adel Senior Director of Marketing ReTargeter.com Max Teitelbaum Co-Founder / COO WhatRunsWhere.com
Oct 21, 2014
Using Data to Design Smarter Online Ad Campaigns
Hafez AdelSenior Director of Marketing
ReTargeter.com
Max TeitelbaumCo-Founder / COO
WhatRunsWhere.com
Old vs. New Approaches to Advertising
Old Way New Way
Intuitive Methodical
Assumptions-based Data-driven
Spray & Pray Targeted & Precise
Marketers Underutilize Data
• Only 11% of decisions are based in data• Over 50% of marketers rely on past experience
and/or intuition to make decisions
Results?• Poor ROI• Wasted time & effort• No path to improvement
Source: HBR.org, 2012
Too Much Data: The Curse of Connectors
• Loves dashboards• Continuously tracks multiple metrics• Reactive decision-making
Using Data the Right Way: Focusers
• Ties all metrics to core business objectives• Knows what to ignore• Balances agility with long-term planning
Using Data in the Online Advertising Lifecycle
Planning
Campaign Launch
Measurement
Analysis & Insights
Pre-Launch:
How to Use Competitive Intelligence to Plan Your Online Ad Campaign
Post Launch:
Using Data to Optimize Your Campaigns
Elements of an Online Ad Campaign
Creatives Placements
Optimizing Creatives
• Key Metrics– Click-through rate (CTR)– Engagement rate
• Optimization– Copy– Graphics– Call to action
A/B test all three elements to find the sweet spot
Creative Performance Over Time
Refresh your creatives every 3 months to avoid banner fatigue
Optimizing PlacementsKey Metrics• Interest• CTR• Engagement rate• Conversion rate • CPA
• Reach & Efficiency• Impressions• CPM & eCPC
Performance of Ad Placements = Audience Fit
Optimizing Placements (cont’d.)
Domain CPM Imps. CTR eCPC Conversions Conv. Rate CPA
Site A $4.00 667,000 0.20% $2 80 6% $33
Site B $5.00 833,000 0.25% $2 146 7% $29
Site C $3.00 500,000 0.10% $3 15 3% $100
Site D $6.00 250,000 0.35% $1.70 70 8% $21
Optimizing Placements (cont’d.)
Domain CPM Imps. CTR eCPC Conversions Conv. Rate CPA
Site A $4.00 667,000 0.20% $2 80 6% $33
Site B $5.00 833,000 0.25% $2 146 7% $29
Site C $3.00 500,000 0.10% $3 15 3% $100
Site D $6.00 250,000 0.35% $1.70 70 8% $21
Optimizing Placements (cont’d.)
Domain CPM Imps. CTR eCPC Conversions Conv. Rate CPA
Site A $4.00 667,000 0.20% $2 80 6% $33
Site B $5.00 833,000 0.25% $2 146 7% $29
Site C $3.00 500,000 0.10% $3 15 3% $100
Site D $6.00 250,000 0.35% $1.70 70 8% $21
Using Data to Design Smarter Online Ad Campaigns
• Using data limits your risks and creates better ads
from the beginning
• Data allows you to optimize your existing campaigns
and guide future tests
• Creative optimization is a highly iterative process;
A/B testing can produce superior results
• Analyzing site placement performance can help
guide your ad spend for maximum ROI
• Data-driven thinking can be applied through the
entire advertising lifecycle