Performance Marketing Success

Confidential Information

Performance Marketing


Today’s conversation Goa: Answer a couple of questions:

What is performance marketing? How is it connected to Branding v/s Direct

Response marketing? How can you think about doing it well?

Strategy, Tactics, MetricsMedia PlanningCreative Optimization

How do affiliates play in this space? Who are some of the top partners to work with?

What are the gotchas to avoid?

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Performance Marketing is about Performance

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.09% CTR

.14% CTR .16% CTR

.48% CTR.48% CTR

The best performing creative had a clickthrough rate

more than 5x higher than the worst performer

Hypothetical budget of $5,000 @ $2.50 eCPM:8,400 clicks vs. 1,800 clicks


Performance Marketing

Is about Performa& another way to describe Direct Response Marketing

DR Marketing is designed to get a “response” from a prospect Brand Marketing is more “upper funnel” tactics (TV, Print, Outdoors) Above the line, Below the line, Thru the line Where’s the line?

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AWARE

CONSIDER

SHOP

BUY

OWN

PurchaseFunnel

Branding--ATL

Direct Response--BTL


Performance Marketing online Online, Performance marketing is about getting a

prospect to take an action. Examples include:

Buy a product/service (ROI) Registration: Cost Per Lead (CPL) Whitepaper download: Cost Per Action (CPA)

Performance Marketing is not: Affiliates or publisher marketing who are paid when a

specific action is completed =Affiliate marketing

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Measuring Success

Lots of metrics—can be confusing Have to understand your ultimate goals Make sure to test, learn, and test

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Confidential Information 7

Performance Marketing=The challenge

Create a media plan that:

1. Achieves a tough goal

2. Stays within a tight budget

3. Delivers within a limited time frame

You have to “Scale the Pyramid”


RON

Geographic

Demographic

Content

Site

Channel

Category Keyword (Display)

Competitor Keyword (Display)

Brand Keyword (Display)

Retargeting

AWARE

CONSIDER

SHOP

BUY

OWN

Purchase Funnel

What is the Pyramid?

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Retargeting

Brand Keyword (Display)

Competitor Keyword (Display)

Category Keyword (Display)

Channel

Site

Content

Demographic

Geographic

RON


Scale the Pyramid: Run of Network

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Run of Network

Best practice:

Monitor performance by site and content.


Scale the Pyramid: Geographic Targeting

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Geographic

Best practice:

Target neighboring cities. Use zip code targeting.


Scale the Pyramid: Demographic Targeting

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Demographic

Best practice:

Use unique messaging by age group.


Scale the Pyramid: Content Targeting

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Content

Best practice:

Weather and finance sites work well for travel.


Scale the Pyramid: Site Specific Targeting

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Site Specific Targeting

Best practice:

Place your brand next to other brands that your target consumers value.


Scale the Pyramid: Content Keyword Targeting

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Keyword Content

Best Practice:

Target your brand, competitive brands and category keywords.


Scale the Pyramid: Behavioral Targeting

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Behavioral Targeting

Best Practice:

Buy your cookies and your media separately.


Scale the Pyramid: Retargeting

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RetargetingBest practice:

Implement as many unique retargeting pixels as possible.


Best Practice: Test a variety of publishers and networks

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Multiple targeting profiles

Match each targeting profile to the inventory sources that support it.

http://www.adbrite.com/md/subagreement.php




http://disney.go.com/corporate/legal/terms.html










Performance Media Success

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Create a media plan that achieves tough goals on a tight budget in a limited time frame by:

1. Aligning your goals with your budget

2. “Scale the pyramid”

RON Geographic targeting Demographic targeting Content targeting Behavioral targeting Retargeting

• g3. Testin a variety of publishers


Creative Performance Success

Make your message simple and clear

Include a prominent call to action

Test multiple themes in all standard sizes in both SWF and GIF

Begin with a minimum of 3 to 5 ad themes

Test themes side by side

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Don’t assume you know the best creative


Best Practice

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Images, product shots

Offer

Call to action

Logo

Target Segment

Customize Creative by Segment


Creative Complexity

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Segment 1

Segment 2

Segment 3

@#$%!


Best Practice

Little things mean a lot Modifying even small elements of a creative can have

meaningful results

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Just because an ad worked last month doesn’t mean it will next month, or three months from now Freshness Seasonality

Your testing is never complete

+125% CTR


Real challenges, real solutions

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Atlantis ResortsIncrease ticket sales for an upcoming Miley Cyrus concert by targeting a local audience with custom, time-sensitive creative.

VisionDirectRetarget users who had shopped but not purchased with custom creative.

BMWMaintain brand and creative consistency while allowing customized messages for its local/regional dealer network’s campaign.


Re-cap

Don’t assume you know the best creative Customize creative by segment Creative testing is never complete Leverage AdReady’s creative templates,

your clients’ pre-existing ads, or create your own custom templates

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Display vs Search Optimization

What has made Search Advertising successful Easy to use buying and control over placement Sophisticated analytics, measurement and reporting

behind the scenes

The most successful display advertisers today rely on some key pieces of “Tribal Knowledge” That help them configure campaigns That guide them in optimizing campaigns

AdReady is working to marry this knowledge, with advanced analytics and machine learning to make all advertiser’s campaigns successful

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Affiliate Marketers An advertiser relinquishes control of ad location and frequency to

the publisher. The publisher agrees to forego payment in advance. The advertiser pays only after a validated lead or other action of

value — such as a click, a download, or a registration by a prospect who meets agreed-upon quality criteria — is generated.

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© 2011 AdReady, Inc. Confidential

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Tips to successful erformance strategy

1

3. Remember Fundamentals

1. Diversify to Amplify

2. Understand your Levers


To grow your overall marketing effectiveness,you need to constantly diversify your overall portfolio mix


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DIVERSIFYING YOUR MARKETING PORTFOLIO

1. Diversify to Amplify

Print

Radio

Television

Time

Return on Ad Spend

and

Reach


To grow your overall marketing effectiveness,you need to constantly diversify your overall portfolio mix


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DIVERSIFYING YOUR MARKETING PORTFOLIO

Print

Radio

Television

Search

Display

Social… etc.

Time

Return on Ad Spend

and

Reach

1.Multiple Display Marketplaces

2.Fragmented Display Audiences

Diversify to Amplify



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WHY DIVERSIFY?

MULTIPLE DISPLAY MARKETPLACES

A

A

A

A

A

P

P

P

P

P

Advertisers Publishers

Buy-Side Tool

Exchanges

Exchanges

Ad Network

s

3. Buy directly from publishers

1. Buy through

Exchanges

2. Buy through Ad Networks



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WHY DIVERSIFY?

FRAGMENTATION IN THE INTERNET


What to remember buying from marketplaces… Your ‘Bid,’ or rate you will pay, is your primary lever Ideal bid should balance delivery (volume) vs. performance There is an ‘efficient frontier’ beyond which increasing bid is not

advisable Yet most advertisers over-state their bid to ensure delivery at

beginning


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VOLUME VS. PERFORMANCE

Volume(AKA

‘Delivery’)

Performance(AKA ‘eCPX’)

2. Understand your Levers



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EFFICIENT FRONTIER FOR DELIVERY



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TARGETING LEVERS

Increased targeting leads to increased performance… but

reduced volume



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ONE EXAMPLE OF AN INTEGRATED PLAN

Great return, but limited reach

Higher cost, but qualified!

Great feeder to drive traffic to site for Retargeting



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A SMART MARKETER + A SMART TOOL

Smart Optimization = Smart Media Planning + Smart Tools

Smart Tools collect and process historical datato provide the most accurate bid for the requested targets.



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USE “BIG COMPUTING” TO YOUR ADVANTAGE

Today’s unique technology

convergenceCOMMODITIZED

COMPUTING POWER

INTELLIGENT ALGORITHMS


MAKING DATA WORK FOR YOU


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CUSTOMER-FOCUSED APPROACH

• Technology in background• Algorithms lead to

recommended actions• All campaigns across all

publishers

BENEFITS

• Eliminate guess work• Eliminate long trial &

error cycles• Faster on-boarding


KNOW YOUR

CUSTOMER.


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3. REMEMBER THE FUNDAMENTALS

The first thing you learned in marketing is still true…



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KNOW YOUR CUSTOMER



KNOW YOUR CUSTOMER

INTRODUCING THE OLD SPICE GUY

Confidential Information© 2011 AdReady, Inc. Confidential 42

4.8 M

6 MILLIONHITS IN 1 DAY

4.4 M

3 M

HUGE RESULTS:• Old Spice rose to #1 spot in category in U.S.• #1 All-Time Most Viewed Brand Channel on

YouTube

KNOW YOUR CUSTOMER

Performance Marketing Success

Education

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