Marketing automation solutions webinar (part 2)

INTRODUCTION TO ©2015 All rights reserved 1
PROGRAMMATIC MARKETING SOLUTIONS
Marketing Automation Solutions Webinar
Part 2
The Best in Ad Testing, Creative and Reporting

Our Speakers
Gerry Routledge
Senior Sales Engineer
at Acquisio
Brad Geddes
Co-founder, AdAlysis
Rob Lenderman
Co-Founder & COO,
Boost Media

• The webinar is recorded and will be made
available by email
• The slides will also be available by email
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any
time
Housekeeping

Agenda
1. Reporting
2. Ad Testing
3. Ad Creative

Poll Question
How many accounts does your company
currently manage?
a) 1-10
b) 11-100
c) 101-999
d) 1000+

Poll Question
How many accounts do you personally
manage?
a) 1-5
b) 6-50
c) 51-100
d) 101 +

Reporting

• Cut the drudgery
• Free up valuable time
• Work smarter, not harder
• And still impress your clients!
Automate Your Reporting

• PPC, Analytics, Call-Tracking, 2nd
Tier Engines
• Many custom integrations
available
• Check the Marketplace Link in the
Acquisio platform
Consolidate Data
Sources

• Give your agency a recurring
theme
• Maintain stylish reports,
customized for each client in
your portfolio
• Modify all reports in the
template with a few clicks
One-to-Many Report
Templates

• Use relative date ranges
• Customize the date ranges to
your requirements (There are
hundreds!)
Setup for Recurring
Delivery

• Turn on Scheduled Delivery
• Pick the day of the month for
delivery
• Add as many email
addresses per client as
desired
Setup for Recurring
Delivery

• Clients view their own interim
reports when they want them
• Secure and white-labelled
• You control which reports are
displayed
Make Use of the
Extranet

• Use 1-to-Many for more
frequent “How We Did This
Week” reports
• Use 1-to-1 when deep
filtering, or special
commentary is required
• Add value for clients with little
or no effort 
Combine 1-to-Many
and 1-to-1 Reporting

Ad Testing

Creating Scientific Ad Tests

Ad Testing is Improvement
and/or Insights

A/B Testing – Known as Single Ad Group Testing

Idea 1
Idea 2
Idea 3
Idea 4
Idea 5
Multi-Ad Group Testing

Single Ad Group Testing
Insights within an ad
group
-Best for high traffic ad
groups
-Best for Brand ad groups
-Good for other ad
groups after you’ve
done some multi-ad
group testing for global
insights
Multi-Ad Group Testing
Insights across a segment
-Best for template
created ads
-Best for small data
accounts
-Best for market research
Use Cases

Quick Market Research Example

Ad CTR Conv Rate CPI Avg Order
Fast & Free
Shipping
4.96% 4.22% 0.209% $71.32
Rush Shipping 5.13% 4.32% 0.225% $357.91
Rush Shipping Vs Fast Shipping

Type Ad CTR Conv Rate RPI
B2B Fast & Free
Shipping
2.31% 3.46% 0.286328
B2B Rush Shipping 5.47% 5.30% 1.037939
B2C Fast & Free
Shipping
4.02% 4.73% 0.137408
B2C Rush Shipping 1.96% 3.05% 0.043392
Segmenting by Consumer Type: B2B vs B2C

• Segment by B2B vs B2C
• For B2B – use ‘rush shipping’
• For B2C – use ‘free shipping’
• Next Steps:
• Examine the branded terms, RLSAs and remarketing lists and see if there’s a good
way to match the shipping type to the ads.
• Can we change the landing page to match the shipping?
Apply Insights to Ad Writing

How to Start Testing

Basic Segments:
• Your brand
• 3rd party brands
• Products
• Informational
• Long tail
• By buying cycle entrance
• Etc…
Ad Type:
• Text ads
• DSAs
• Image ads
• Call only ads
• HSAs
• etc…
Devices:
• Mobile
• Desktops
• All
Determine Your Segments

Metric Best Usage
CTR: Click Through Rate Max Traffic (note: CPI is usually still
better)
Conversion rate Most conversions from landing page
CPI: Conversion per Impression Most conversions possible
CPA: Cost per Conversion Lowering cost per conversion
ROAS: Return on Ad Spend Hitting ROAS goals
RPI: Revenue per Impression Maximizing revenue
Define Your Testing Metrics

Metric Impressio
ns
Clicks Conversions Timeframe
CTR Yes Optional Yes
CPA Yes Yes
Conversion rate Optional Yes Yes
CPI Yes Optional Yes
ROAS Yes Yes
RPI Yes Optional Yes
What Minimum Data To Define

Impressions Clicks Conversions
Low Traffic 350 300 7
Mid Traffic 750 500 13
High Traffic 1000 1000 20
Well known brand
terms
100,000 10,000 100 - 1000
The MINIMUM Data – It’s OK to have HIGHER Minimums
Define Minimum Data

Term Type Minimum Confidence
Long Tail Keywords 90%
Mid data terms 90% – 95%
3rd Party Brands you Sell 90% (small brands) to 95% (large
brands)
Top Keywords (the ones you watch
daily)
95% - 99%
Your Brad Terms 99%
Define Minimum Confidence Levels

• Option 1:
• 3 months
• Option 2:
• Define maximums for each metric
• Define timeframes
Define Maximum Data

Count of Ad
Row Labels Mobile All Effective Device
Ad Group 1 2 All
Ad Group 2 None
Ad Group 3 1 2 Mobile/Desktop
Ad Group 5 10 All
Ad Group 9 7 All
Test by Device (if appropriate)

Note: Google Changes Ad Formats on Mobile Devices

• If below minimum data, wait.
• If above minimum, calculate confidence factors
• If below minimum confidence – wait
• If above minimum confidence – take action
• If above maximum data and a test has no results, take action
• Action = Pausing loser OR pausing loser & creating new challenger
• In the case of multi-ad group testing: Replace entire string with a new pattern to
test
• (optional): Use insight in other areas, such as email, landing pages, etc
Actions

See Ad Testing Results in Acquisio

We want everyone to do what they do best!
People = Creativity
Computers = Math, statistics, and pattern recognition
At AdAlysis…

• Single ad group tests automatically created
• (optional) Define minimum data
• (optional) Define confidence factors
• Test up to 6 metrics
• Get alerts when there are no results
• Test patterns or labels across ad groups
• See global insights
• Support for AdWords & Bing Ads
• Works with text, rich media, DSAs, customizers, etc
• Only work on actionable data
AdAlysis

• Determine what you want to test:
• Single ad group
• Multi-ad group
• Define:
• Testing metrics
• Minimum data
• Maximum data
• Segments
• Confidence levels per segment
• Run Your test
• When you reach minimum data:
• Run confidence calculations
• If winners & losers – take action
• If no winners – wait
• When you reach max data
• Pause test and reset
• When you have winners in Multi-Ad
Group testing:
• Apply that data to other channels
Recap

If You’re Interested in Learning More About AdAlysis
• Contact your Acquisio Rep
• The AdAlysis connector is Free
• Learn More
• AdAlysis.com
• FREE 30 Day Trial
• Contact Brad Geddes
• http://adalysis.com/contact/
• Twitter: @bgTheory
• LinkedIN: /in/ewhisper

Creative Optimization

Increase Your Paid Search Conversion
with Creative Optimization

We Are Boost Media
Boost Media increases advertiser profitability by using a combination of professional human
optimizers and a proprietary software platform to drive increased ad relevance at scale. Boost
has delivered more than $1 billion in optimized digital ads for 100+ enterprise brands.

The Third Pillar of Advertising Optimization
Search
Engines &
Agencies
$
Media
Buying
The Story of Digital Advertising
KEYWORD
DEVELOPMENT BIDDING CREATIVE
???

Creative Optimization Defined
• Creative Optimization is the practice of enhancing and augmenting your
messaging to improve campaign performance.
What Is It?
#CreativeMatters

Creative Optimization Defined
• To optimize campaign performance and increase
conversions.
• To stand out from your competition.
• To appeal to your consumer’s emotion.
• To create messaging diversity to surface strategic
insights.
Why Should You Be Using It?
#CreativeMatters

Pop Quiz!

Which Ad Performed Better?
ONE TWO
vs
Prada Shoes at Retail Brand
Free Shipping & Returns! Shop
Prada at Retail Brand.
www.retailbrand.com
Retail Brand Prada Shoes
Shoes That Look & Feel Fabulous
Shop Prada At Retail Brand Today!
www.retailbrand.com

Which Ad Performed Better?
ONE TWO
vs
Prada Shoes at Retail Brand
Free Shipping & Returns! Shop
Prada at Retail Brand.
www.retailbrand.com
Retail Brand Prada Shoes
Shoes That Look & Feel Fabulous
Shop Prada At Retail Brand Today!
www.retailbrand.com
AD TWO
47%
difference

V
Shop Car Rental Deals
[-----].com/CarRentalDeals
Compare 100s of Cars For No Fee.
Save on Car Rentals In One Search.
Car Rental Deals
[----].com
Compare Low Rates From Top Brands.
Book a Car Rental Deal.
CPI = Conversions Per Impression
ORIGINAL—Baseline
INTENT
Cheap Car Rentals
[-----].com/RentalCars
Don’t Overpay For Your Car Rental.
Compare 100s of Car Rental Rates.
EMOTIONAL
+62%
CPI
+7%
CPI
#CreativeMatters
Get Emotional With Ad Creative

What Messaging Works For You?
Having insight on exactly
which words and phrases
resonate with your target
audience is crucial to
optimizing ad creative.
1. Lexical Analyses
2. Phrase Analyses
Top Performing Words (by CTR)
CTR
2.00% 15.00%
always
money
range
orlando
lincoln
tampa
straight
moment
mobile
suit
spur
huge
group
site
saving
redeem
one
early
try
three
heartbest
earth
dads
largeofficial
orland
savings
small
thanks
tree
way
mom
make

Areas In Which You Can Optimize An Ad
{Keyword: Optimize Your Creative}
Increased Profitability, Time Savings,
& Better Customer Insights. Try Now !
BoostMedia.com/CreativeMatters
Value Proposition
Risk
Mitigation
D1
Punctuation
Call to Action
URL Suffix
Features
URL
Benefits
Capitalization
Headline
Body Lines
Display URL
DKI
#CreativeMatters

How To Creatively
Optimize Your Account
#CreativeMatters

Search Campaign results are typically hindered by high ad fatigue, shortages in resources and lack of
creative insights. Advertisers should combat these challenges with a data driven approach to ad
creative.
Ad Creation at Scale1
High Ad Fatigue3
2 Knowing Why Ads are Successful
Challenges To Solve For
Monitoring Ad Groups 24/74
Increasing Performance5
#CreativeMatters

How To Optimize Your Account
1. Prioritize
2. Produce
Creative
3. Test and
Measure
4. Determine
Learnings
5. Create More
Copy to Test
#CreativeMatters

Best Practices To Get You Started
#CreativeMatters
Monitor and
optimize your
keywords
closely
see1
Set up your
account for
success with a
solid structure
2
Mobile is here:
Optimize for
mobile ads
5Have some
flexibility with
your creative
testing
4
Connect ad creative to your
landing page
3

Poll Question
Which automation solution are you interested
in learing more about?
a) Acquisio Reporting
b) Ad Testing with adAlysis
c) Creative Optimization Boost Media
d) All of the above
e) I’m good for now!

Faster. Smarter. Better.
Questions?

Marketing automation solutions webinar (part 2)

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