Campaign Best PracticesA Case StudySeptember 15, 2015

• What did we do?

• What did we find?

• In what cases is this applicable?

• What can you learn?

Agenda

Case study utilized• Data-Driven Analysis• Sample of campaigns• June 2015

Assessing trends in• Targeting• Industries• Budgets• Performance

What did we do?

Trends across targeting types:• Retargeting• Contextual• Behavioral• Open Geo-location • Mix

Review of performance metrics

What did we find?

• Display CPM: $3.72

• Video CPM: $10.77

• CTR: 0.16%

• Behavioral Targeting most common

*CPA not represented because not a required field

Cross-Targeting Performance

• 180 campaigns assessed

Average Performance• CTR: 0.16%• CPM: $4.37 • Video CPM: $12.98

Of Note• Agency-run behavioral campaigns saw

slightly higher CTR• Invest time in familiarizing with

data

Behavioral Targeting

• Second-most common targeting strategy

Average Performance• CTR: 0.20%• CPM: $2.09• Video CPM: $10.08

Of Note• Client-run campaigns saw slightly

higher CTR• Incorporate all relevant categories

Contextual Targeting

• Accounts for only 7% of campaigns

Average Performance• CTR: 0.59%• CPM: $5.69

Of Note• Most expensive option but great CTR

results• 93% of time supplemented by another

ad group

Retargeting

Average Performance• CTR: 0.13%• CPM: $2.72

Of Note• Works well for small-budget

campaigns• 33% of time paired with high-price

targeting (retargeting, behavioral targeting, mix)

Open Geolocation Targeting

Average Performance• CTR: 0.08%• CPM: $3.72• Video CPM: $15.73

Of Note• More difficult to optimize ad groups• Oftentimes more expensive

Mixed Targeting

Average Performance• CTR: 0.10%• CPM: $10.77

Of Note• Less effective for retargeting• High performance with contextual

• Also most cost-effective option

Video Type

• Best CTR: Retargeting• Lowest CPM: Contextual

• Invest time in finding best data for your target

• Find all related contextual categories• Retargeting offers best CTR• Mixed targeting makes optimization

more difficult• Video most-effective when shown in

context• Pair high and low-cost targeting types

to average out campaign-level CPMs

Summary

QUESTIONS?

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