[WEBINAR] Outbrain Campaign Optimization 101
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Perfect for the new Outbrain user, we'll take you through using the Outbrain platform and the key optimizations you need to make to get your campaign among the top performing content on our network.
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[WEBINAR] Outbrain Campaign Optimization 101
- 1. 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 CampaignOptimization: Tips forSuccess #OBwebinar
- 2. • HowWe RecommendYourContent • Best PracticeS for CampaignCreation • Optimizingfor Outbrain Success • InterpretingyourOutbrain data • Q&A Session #OBwebinar TODAY’SWEBINAR
- 3. • 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 WERECOMMEND YOURCONTENT
- 4. • 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 HOW WERECOMMEND YOURCONTENT
- 6. Campaign Structure Different Campaigns Can Have Different Objectives Page Views • Higher Volume • Higher CTR • Lower CPC • Less Engagement Conversions • Lower Volume • Lower CTR • Higher CPC • Higher Engagement
- 9. Conversions
- 11. OPTIMIZINGFORSUCCESS 1. Tracking & Analytics 2. Campaign Duration 3. Headlines 4. CPC 5. Geo-‐targeting 6. Platform Targeting #OBwebinar
- 12. • Set Google Analytics campaign UTM using Google’s Tool URL Builder • Suggested tagging UTM_Medium = Discovery UTM_Source = Outbrain UTM_Campaign = Campaign Name • We can also add dynamic content to your tracking codes 1. Tracking Identify the Correct Traffic #OBwebinar OPTIMIZINGFORSUCCESS
- 14. 1. Tracking Acquisition > All Traffic #OBwebinar OPTIMIZINGFORSUCCESS
- 15. 1. Tracking #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 Measure bounce better 0% 20% 40% 60% 80% 100% Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Bounce Rate No Engagement Events Engagement Events OPTIMIZINGFORSUCCESS
- 16. 1. Tracking #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 • Minimal time for engagement on content Measure time on page better 0:00:00 0:14:24 0:28:48 0:43:12 0:57:36 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Time on Site No Timing Events Timing Events OPTIMIZINGFORSUCCESS
- 17. #OBwebinar Optimizing Your Campaign For Your Marketing Objectives
- 18. Person signs up for the Allstate newsletter PROMOTED STORIES Top 10 Things to Look for in a Used Car Inspection Allstate Blog Person doesn’t sign up for the Allstate newsletter Lookalike audiences will see this story MORE Lookalike audiences will see this story LESS How does it work? Person clicks to marketer’s site Person sees marketer’s recommendation
- 19. KPI Optimization Drives Performance +36% average uplift in conversions
- 20. Example: Plated drives subscriptions Conversions CPA KPI Optimization Enabled KPI Optimization Started 0 10 20 30 40 50 60 70 80 90 100 $0.00 $50.00 $100.00 $150.00 $200.00 $250.00 $300.00 $350.00 $400.00 $450.00 2/7/15 2/14/15 2/21/15 2/28/15 3/7/15 3/14/15 3/21/15 3/28/15 4/4/15 4/11/15 4/18/15
- 21. 2. Campaign Duration The longer you amplify your content with Outbrain, the higher your CTR #OBwebinar OPTIMIZINGFORSUCCESS
- 24. 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% CTR improvement compared with 1 headline 3. Headlines matter The more content and headlines you test, the better your campaign will perform #OBwebinar >5 Headlines >10 Headlines >15 Headlines OPTIMIZINGFORSUCCESS
- 25. 81-‐100CHARACTERS 3. Headlines Matter Six Tips for Success #OBwebinar Headlines generate the highest level of engagement at moderate lengths
- 26. 3. Headlines Matter #OBwebinar Bracketed clarifications increase CTR and Conversion Rate when used in headlines 38% HIGHER CTR OPTIMIZINGFORSUCCESS 75%HIGHER CVR
- 29. • Competition is fierce • Monitor frequently • Ensure your CPC is optimize when geo-‐targeting 4. Optimizing Your CPC Start with a higher CPC to build your reach Then optimize down over time #OBwebinar OPTIMIZINGFORSUCCESS
- 32. 4. Optimizing Your CPC Start with a higher CPC to build your reach Then optimize down over time #OBwebinar $0.00 $0.01 $0.02 $0.03 $0.04 $0.05 $0.06 $0.07 $0.08 $0.09 0 2000 4000 6000 8000 10000 12000 14000 16000 Clicks eCPC OPTIMIZINGFORSUCCESS
- 33. 5. Geo-‐targeting Be sure you are reaching the right audience #OBwebinar OPTIMIZINGFORSUCCESS
- 34. OPTIMIZINGFORSUCCESS Contact support@outbrain.com to geo-‐target down to the DMA (Designated Market Area)
- 35. 6. Platform Targeting Reach your target audience across devices #OBwebinar OPTIMIZINGFORSUCCESS
- 36. 6. Device Targeting Reach your target audience across devices Tablet .23% .20% .16% SmartphoneDesktop HOLIDAY 2013 CONTENT: ENGAGEMENT BY DEVICE AVERAGE CTR #OBwebinar OPTIMIZINGFORSUCCESS
- 38. 1. Tracking 2. Campaign duration 3. Testing titles 4. CPC 5. Geo-‐targeting 6. Device Targeting #OBwebinar OPTIMIZINGFORSUCCESS
- 40. LET’S RECAP WHAT WE KNOW • Outbrain’s algorithms automatically serve all titles 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 TopArticles
- 41. • 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
- 42. • 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 mycampaign slowinthe beginning?
- 43. 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 another 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 abig dip inmytraffic?
- 44. CAMPAIGN PERFORMANCE is onlyas goodas its driver Leverage OURTools • Optimize your campaign regularly • Test headlines and images • Review your CPC and budgets • Manage and add content • Utilize our resources
- 45. MORE RESOURCES
- 46. Q&A #OBwebinar We’re Here to Help support@outbrain.com help.outbrain.com
- 47. Discrepancy: YouTubestats A: 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? YouTube Analytics ‘Views report’: https://support.google.com/youtube/answer/1714329?hl=en&ref_topic=3029003 Amplify
- 48. Conversiontracking A: • 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 Amplify