using data to design smarter online ad campaigns

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