Performance Display - Best practices
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This document provides guidance on performance display advertising best practices. It discusses topics like campaign structure, targeting, buying metrics, creative design, testing, optimization, and ongoing reporting and analysis. The overall goal is to plan campaigns effectively, launch them successfully, and continuously improve performance through testing and optimization.
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Performance Display - Best practices
- 2. This presentation was produced for BiddableWorld 21 January 2014 where it was delivered in person. The slides by themselves may not be self-explanatory…
- 7. Tagging Tag management solution Adserving container tag Media buying platform tags
- 10. Top-level targeting Prospecting – new users
- 12. Top-level targeting Retargeting – existing users Users <1d 1-2d 4-7d 30d+ 7-14d 14-30d
- 13. Buying metrics CPM (dynamic/ variable) CPC CPA
- 14. Buying metric examples CPM 1,000 impressions @ $1 CPM Cost = $1 CPC 1,000 impressions * CTR of 0.1% = 1 click @ $1 CPC Cost = $1 CPA 1,000 impressions * CVR of 0.1% = 1 conversion @ $1 CPA Cost = $1
- 15. Buying metric examples 2 CPM 1,000 impressions @ $1 CPM Cost = $1 CPC 1,000 impressions * CTR of 1% = 10 clicks @ $1 CPC Cost = $10 CPA 1,000 impressions * CVR of 1% = 10 conversions @ $1 CPA Cost = $10
- 16. Buying metric examples 3 CPM 1,000 impressions @ $1 CPM Cost = $1 CPC 1,000 impressions * CTR of 1% = 10 clicks @ $2 CPC Cost = $20 CPA 1,000 impressions * CVR of 1% = 10 conversions @ $10 CPA Cost = $100
- 17. Creative Simple is good Engaging is better Rubbish is bad
- 18. Simple creative
- 20. Rubbish creative
- 21. The plan
- 22. Plan sign off
- 23. Build!
- 24. Test
- 25. Go live!
- 26. Reporting Numbers – efficient Commentary – insight, actions, questions
- 27. Analysis
- 28. Analysis Visualisation Attribution modelling Test/ control experiments
- 29. Optimisation One change at a time Document
- 30. What’s next?
- 32. John Were CEO, Xelsion See you on the SiteVisibility stand