admind: maximize the effectiveness of your paid marketing campaign
TRANSCRIPT
Maximize The Effectiveness Of Your Paid Marketing Campaigns
PPC Is DeadWelcome To Data Science
Game Progress: 30 secOptimization:10 min
Deep Mind Learning
PPC Is DeadWelcome To Data Science
Game Progress: 30 secOptimization:200 min
Deep Mind Learning
How Ads Are Bought Online
Internet User
Advertiser DSPAd Exchange
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Foundation To Successful Campaigns
1.Tracking2.Targeting3.Bid Strategies4.Optimization
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Obvious- Large Geo- Gender/Demo- Time of Day?
*Err on the side of broad
What Is Already Known?
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Foundations
Introduction
Obvious- Large Geo- Gender/Demo- Time of Day?
Not So Obvious- Interest Catagories- Specific Age- Time of Day- Multi-Dimensional- Former Campaigns
*Err on the side of broad
What Is Already Known?
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Foundations
Introduction
Tracking“What is my campaign goal?”
Micro Conversions
Macro Conversions
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Targeting
- Advanced Locations Options
- Frequency Caps○ Prospecting vs Remarketing
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
“Over 50% of your budget can be wasted due to settings errors.”
Targeting
1M / 7 = 142k imp per day
10% win rate…
14k x $2 cpm = $28/day x 30 = $840/mo
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
“Minimum of 1M impressions/week”
Bidding Strategies
Programmatic vs HumanFoundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Why CPC Doesn’t Matter
Campaign Avg
CPC = $0.59
CPA = $4.04
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Bidding Strategies (cont.)Progression For Display
Maximize Clicks
Target CPA
ROAS (if ecom)
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Optimization
“Start big and work into more granular dimensions.”
What Bid Strategy Optimizes For
Does- User’s geographic
location- Browser- Operating system- User’s language
setting- Time of day
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
What Bid Strategy Optimizes For
Does- User’s geographic
location- Browser- Operating system- User’s language
setting- Time of day
Does Not- Gender, Age, etc.- Audience Lists- Cross campaign- Interest Categories- Device Category- Traffic outside of
AdWords
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
OptimizationHuman Intervention
- Dimensions AdWords does NOT optimize for
- Creative/content
- Data AdWords could not possibly have (special scheduling, inventory, etc.)
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
The AdMind Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Coming to Campaigns Near You This September
The AdMind (cont.)Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Coming to Campaigns Near You This September
OptimizationFoundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Hero Shots
Analytics/AdMind DashboardsFoundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
Summary
1.Tracking2.Targeting3.Bid Strategies4.Optimization
Foundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction
QuestionsFoundations
Tracking
Targeting
Bid Strategy
Optimization
Reporting
Review/Q&A
Introduction