What were the top advertising mistakes that drained budget and ROAS last year? Let’s address common ad mismanagement by reviewing data across multiple advertising channels: display, Google Ads, Facebook and Instagram. Let’s also review how to combine these advertising platforms to maximize profit. Having a presence on social media is one thing—but being able to drive traffic to your website is another. Let’s unpack how.

1. Digital Marketing Mistakes that
Killed Profitability in 2018
And Best Practices in Search & Social Advertising to Maximize Performance in 2019

2. Today’s Logistics
● Session recording and slides will be sent
● Submit questions to our panelists
● Join in on our poll questions throughout
● Resources available as handouts
Analicia Santaella
Marketing Coordinator

3. Overview
Founded in 2007
Google Premier Partner
600+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
Gavin Magoon
Retail Search
Manager
Today’s Speaker

4. Mike Zappulla
Director,
Paid Social
Today’s Speaker
Founded on search.
Focused on holistic performance-driven
digital marketing.
The Drum
US Search Awards
Chairman’s Award
Glassdoor
2018 Best
Places to Work
Bing
Independent
Agency of the
Year
Ad Age
Top 25 US
Search Agencies

5. 5
About AdRoll
37,000+
ambitious brands around
the world use AdRoll
Global offices
San Francisco. New York.
Dublin. Sydney. Tokyo.
Chicago. Salt Lake City.
$246 Billion
Generated in sales
annually.
Display, mobile, and
native web
Facebook, Instagram,
and social media
Triggered and
behavioral email
Veronica Covdy
Growth Marketing
Manager
Today’s Speaker

6. Today’s Agenda
● Marketing Measurement & Attribution
● Optimization of Search and Display Responsive Ads
● Strategizing Showcase Shopping & Expanded Text Ads
● Paid Social Best Practices Checklist
● Deeper Dive into Social Tactics

7. POLL QUESTION
What was your biggest challenge
that killed profitability in 2018?
● Attribution
● Search campaigns
● Display campaigns
● Social campaigns

8. Marketing Measurement & Attribution

9. The Attribution Problem
But, that’s no longer the case.
LINEAR CLICK-BASED MODEL

10. The Attribution Problem
56Avg. retail consumer
touch points, from
intro to sale.
Cisco, 2010 “The Future of Retail Touchpoints

11. How is this a problem? Last-click.
Last click:
● Last Click does not tell the whole story. Most conversions are usually a result of
many touches.
● According to a SmartInsights 2018 study only a fraction of internet users click display
ads, so click-only models paint an impartial picture at best
● Some channels like search or direct are by nature more click heavy compared to
display, so a click-only attribution model would already favour these channels from
the start
● There is no "one size fits all" attribution model.
● Clicks are not king. Fewer and fewer people click on ads.

12. It’s time for marketers to address the issue
60%of everyday
transactions around the
world are digital
44%of marketers are still
using last-click
attribution
NOCorrelation between
CTR and purchase
intent metrics

13. So how does Attribution come into play?

14. “Marketing Attribution is the practice of determining
the role any given channel plays in informing and
influencing the customer decision to convert”
- eConsultancy

15. First, a history of marketing attribution
“Half the money I spend on advertising is wasted; the trouble is I don't know
which half”
- John Wanamaker (1838-1922)
Without a doubt, marketing
attribution has been a longstanding
and unsolved issue.
Unsolved:

16. Marketers are beginning to take note

17. So what are they scared of?

18. So what are they scared of?
We KNOW it’s a
problem.
It’s hard to find
a SOLUTION.
VERY
time-consuming to
research best fit
vendors
Reliant on
SINGLE
vendor
LACK of
dedicated
SPECIALIST
Lack of:
TIME
KNOWLEDGE
TECH

19. How do you address the issue of attribution?

20. Areas of focus
Measuring impact
In a multi-channel world, attribution measures the monetary impact each marketing channel has on
real business goals
Reporting structure
Attribution is a way of changing the reporting structure and moving away from general metrics such as
time on site, engagement rates, click-through rates etc. and moving into the importance of volumes of
sales, profit and customer lifetime value
Allocation Marketing Budgets
Attribution helps marketers to understand real impact and invest smarter
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
-John Wanamaker

21. The types of Attribution that exist
RULE-BASED
CLICK ONLY
DATA-DRIVEN
RULE-BASED
CLICK & VIEW

22. Rule-based attribution
RULE-BASED
CLICK ONLY ● Last Interaction
● Last Non-direct Click
● Last Google ads click
● First Interaction
● Linear
● Time Decay
● Position Based

23. RULE-BASED
CLICK & VIEW
Rule-based click and view attribution
● Instead of relying solely on click, these
models also take into account ad views
during the conversion journey

24. DATA-DRIVEN
Data-driven attribution
● A good attribution system is fully
derived from data rather than
subjective rules

25. So what is right for me?

26. The features of a good solution
Go beyond click data by ingesting
impressions and
cost of other channels
BEYOND CLICK
Relatively painless integration
allowing set-up within
4 weeks
INTEGRATION
Offer a solution that’s accessible
to a wider set of marketers
AFFORDABLE
Make attribution actionable,
remove the guesswork by
machine learning
DATA-DRIVEN
Deliver actionable results that
allow learning through
transparency
TRANSPARENCY
Deliver results within
2 weeks after integration
TIME TO RESULTS

27. The features of a good solution
Collected Unified Personalized Orchestrated
Unique ID: 138AB125
Name: Elizabeth Jones
Email: jones@gmail.com
Last Purchase: 11/17/17
Attributes: Female / Athlete
Deal
Seeker
High
Value
New
Visitor

28. Getting in front of Mobile Shoppers with
Google Showcase Shopping Ads

29. New Showcase Shopping Ads
What?
● New format mid-2018 providing more control over products
displayed for broad searches
● Shoppable ads at the top of the Google Search when a user
searches for broad, non-branded keywords on a mobile device
● Brands can introduce themselves early in the buyer journey
How?
● Requires a lifestyle image with two smaller side images
● Charged on cost-per-engagement (CPE) bidding
● Run separate from shopping campaigns
● Target high-funnel queries & pixel searchers yet to visit your site

30. Reviewing Pros & Cons
Pros
● Feeding upper-funnel at affordable rates
● Great for brand discovery
● Opportunity to showcase your catalog for
those unfamiliar with your brand.
● Data-building for your website.
Cons
● Not as successful for mid-bottom of funnel
● Difficult to prove immediate return
One of our clients received an enormous increase of 14 million impressions over
a three-month period using Showcase Shopping ad campaigns

31. Top 2 Best Practices for Showcase Shopping
1. Make a good first impression with your header creative
○ Use HQ lifestyle imagery reflective of your branding and target audience
○ Use relevant product images for a cohesive experience
2. Segment Showcase Shopping campaign structure
○ Optimize product mix and ease targeting queries
○ Use an isolation bidding strategy by creating multiple ad groups at the
category and subcategory levels, then bid accordingly
■ Start with broad ad groups identifying which terms generate
engagement, winter clothes
■ Create additional ad groups targeting sub-categories, men’s sweater vests
■ Increase for these sub-category ad groups that show higher buy intent
■ Pro-Tip: it’s optimal for each ad group to contain at least three ads, each
with unique headers, descriptions, headlines and category URLS

32. Leveraging Responsive Ads in Your
Google Search/Display Campaigns

33. Easier Way to Reach Customers via Display
● With new updates rolled out end of 2018, Responsive Display Ads (RDAs) is Google’s new ad
format for testing Ad copy.
● Optimization is powered by Google’s advances in machine learning
● Google automatically tests up to 5 different combinations of headlines and descriptions
● Google will display the most relevant and best performing combination for that searcher.
Source: Google

34. Benefits of RDAs
Pros
● Allows advertisers to test a wider range of ad
copy variations.
● Machine looks to pick best ad copy for each
searcher.
● Automatically optimizes your inputs for
increased conversions
● Broader reach with adjustable sizes to fit
more placements
● You can monitor the performance of each
individual asset

35. RDA Best Practices
1. Provide as many unique headlines as possible. The more
headlines, the more opportunity for more relevant ads,
increasing performance
2. Highlight additional product or service benefits and features, a
problem you’re solving, or highlight shipping and return info
3. Try creating headlines of different lengths
○ Pro-tip:
4. Add at least 2 distinct descriptions
5. Set your campaign goals and targeting based on your goal for
that ad group/ad
6. Build and upload your own ads outside of Google Ads by
uploading with your assets with a .zip file

36. RDA Best Practices for Display
1. Tailor your images to appeal to the different
audiences you’re targeting.
2. Utilize responsive ads as an appealing way to
speak to your audiences.
3. Utilize your best and strongest creative assets
to speak and appeal to your audience.
4. You can still connect to the product feed for
dynamic product feed ads

37. Optimize Your Search Campaigns with
Expanded Text

38. Breaking Down Expanded Text Ads
● Three headline fields
● Two descriptions with up to 90 characters each
● Domain of your display URL is based on your final URL domain
○ Can have two optional “Path” fields
● Bigger ads allow you to take up more space.
● Stay prominent with more enticing ads

39. Pro-Tips for Ad Formatting
Overview
● Use ad extensions
● Optimize headlines & description to fit your brand
Headlines
● Branded Campaign
○ Brand, product type, value
● Non-branded Campaign
○ Product type, brand, value & added value
Description
● Utilize current descriptions
● Callout unique or distinguishing factors - chance to really stand out

40. Overall Best Practices in Paid Social

41. Social Checklist
Conversion Event - optimize toward standard event on confirmation page
Tactic Allocation - split in volume between prospecting & retargeting for new user acquisition
Audience generation - emphasis on lookalike generation using HLTV seed lists
Creative - focus on video assets with strong call to actions and overlays
Testing Cadence - using a rules-based testing format to allow for scale

42. Deep Dive into Social Optimization & Tactics

43. Simplified Account Structure
● Campaigns - optimizing on the
conversion event, separated by
tactic
● Ad Sets - by tactic and using stop
loss settings as automated rules
● Ad Count - limit creative testing
and use single variable testing
Limit ad count for data sufficiency and increase testing frequency

44. Tactic Allocation
Feed the top of funnel with prospecting and nurture retargeting pool

45. Prospecting Audience Targeting
Static and dynamic seed list best practices
2-3k Users in Seed List
High Value Users
CRM Segmentation
30 Day Lookback for Seasonality
Converting Traffic
Page Interaction
Time Spent on Site

46. Account Structure – Prospecting Exclusions
Facebook should drive north of 85%
net new customers, with proper
exclusions against current customers
What is the current percent of net new
customers from the channel?
Exclude traffic + lifetime purchasers to drive net new customers + growth

47. Optimization Guardrails
Implement automated actions to limit exposure of inefficient ads
Current Setup Stop Loss Implementation

48. Testing Methodology
Review testing cadence to ensure goal at scale
• Testing Framework – limit exposure against new
tests and exploit winning segments
• Launch
■ Conservative Ad Set Budgets
■ New Ad Types/Formats
■ New creative/audience tests
■ Iterations on existing assets
• Harvest
■ Aggressive Ad Set Budget
■ Top performing audience + creative pairings
■ Allows for scale against KPI

49. Optimization Guardrails
Implement strong A/B tests with actionable takeaways
Vertical CPC Delta CTR Delta CPM Delta Conversion Delta
Lead Generation 8% higher 33% lower 29% lower 28% Improvement
Ecommerce 51% higher 22% higher 19% lower 32% improvement
Ecommerce 48% lower 17% lower 57% lower 18% improvement
Square Link Ads Outperforming Landscape Link Ads

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Shall We Continue the
Conversation?
Schedule Your 1-1
Strategy Evaluation

51. Q & A
Gavin Magoon
Retail Search Manager
Mike Zappulla
Director, Paid Social
Veronica Covdy
Growth Marketing Manager