How to increase conversions and lower CPA for Google Display Network using
AdMetrica
• The webinar is recorded and will be made available
• The slides will also be available
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any time
House Keeping
AdMetrica:How to increase conversions and lower
CPA for Google Display Network
ScienceOps
Algorithmic expertise in astrophysics, genetics, and online advertising
Google Display Network
The first technology devoted exclusively to optimizing GDN conversions. The first technology devoted exclusively to optimizing GDN conversions.
AdWords API
The Algorithms of AdMetrica run within Google AdWords (via API).The Algorithms of AdMetrica run within Google AdWords (via API).
Purpose
• CPA target + Conversion volume + Spend control• CPA target + Conversion volume + Spend control
GDN Revenue Growth
Performance Advertising Growth
GDN Display Market Share
18.1272857142858; 59%
6.52471428571427; 21%
5.84; 19%
2011 Display Ad Spend (in Billions $ with and Market Share %)
Other Display
International GDN
US GDN
CPA at volume
X Graph #1
X Graph #2
Ad Placement?
Scope of AdMetrica
Ad Selection Ad Selection
Thank-you Page
Thank-you Page
Purchase or Registration
Purchase or Registration
URL PlacementURL Placement
Keyword ListsKeyword Lists
Ad CreativeAd Creative
AdMetrica
Client
Landing PageLanding Page
Client
BudgetBudgetBiddingBidding
Variables Optimized
1. Keyword Lists
2. Ad Placement
3. Bid Pricing
4. Budget Control
5. Ad Selection
Five Conv. Variables
Keywords
Keyword lists are constantly (algorithmically) sampled, tested and rewarded according to live performance data and quality score feedback. This gains access to an ever-expanding number of GDN pages that convert.
1. Keyword Lists
Ad Placement
Ad-to-page placements are controlled down to the URL level, increasing a given ad’s relevance (and its CTR) by more closely fitting the ad to the content of the page.
2. Ad Placement
Bids
Algorithms bid in a live and dynamic process that allows for far greater control over bid pricing. This enables either suppression of CPA or, if desired, incremental bid increases to gain conversion volume
3. Bid Pricing
Daily Budget
4. Budget Control
By monitoring of daily budgets hourly, algorithms can allocate budgets only to campaigns that warrant it. This lowers CPA by cutting off underperforming campaigns, and feeds budgets to high performance campaigns.
Ads
Metrics-based analysis allows for comparative performance evaluation between ad creatives This allows for an objective measurement of ad performance.
5. Ad Selection
Not for Humans
To effectively gain conversions at the right price, an enormous number of decisions are made by adMetrica’s algorithms.
The daily job of properly managing a GDN account (i.e. choosing keyword list combinations, making budgeting adjustments, targeting URL’s for ad placement, and fine tuning bid prices; with 50 campaigns) requires an average of over 100,000 decisions.
For this, a human would be need to make 1.2 decisions every second – with perfect accuracy.
Decisions: 100,000+/day/account
2 Stage Conversions
• Stage 1• Customer joins site with a free membership• Customer information acquired
• Stage 2• Conversion event with revenue • Campaign Quality of conversions• Feedback drives the process
2 Stage Conversion Approach
Target = $1.40Mean = 1.39, SD = 0.27
0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2 2.2 2.40
20
40
60
80
100
120
140
avgCPA
Freq
uenc
y
• CPA decreased• CPC targeting optimization on major solo site – 30% decrease • Mobile advertising
• Dropped overall CPA by 30%+• 35% cheaper than average
• Conversions increased• Mobile increased volume by 180%+• Audiences increased volume by 15%+• More solo site targeting increased volume by 10%+
Case Study #1 – MRD1
• CPA decrease• Decreased by 30% due to fine grain targeting
• Focused optimization of bidding on the very best sites
• Conversion increase• Great solo placement (domain) targeting increased by 40%+• Increased Side door targeting increased by 20%+
Online Dating campaigns
Google Display Network ad engine
Tsunami Effect
Google Display Network conversion engine
AdMetrica captures surges of conversions (and plummeting CPA’s) accompanying sudden spikes in Google’s general search traffic volume.
AdMetrica GDN CPA
Google Search Vol.
AdMetrica GDN Conv #
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Aug 1 2011
Aug 15 2011
Aug 6 2011
Aug 18 2011
Sep 4 2011
1,000
0
2,000
3,000
4,000
5,000
8,000
7,000
6,000
Sep 5 2011
Aug 2 2011
Aug 3 2011
Aug 5 2011
Aug 4 2011
Aug 7 2011
Aug 8 2011
Aug 9 2011
Aug 10 2011
Aug 11 2011
Aug 12 2011
Aug 13 2011
Aug 14 2011
Aug 16 2011
Aug 17 2011
Aug 22 2011
Aug 19 2011
Aug 20 2011
Aug 21 2011
Aug 23 2011
Aug 24 2011
Aug 25 2011
Aug 26 2011
Aug 27 2011
Aug 28 2011
Aug 29 2011
Aug 30 2011
Aug 31 2011
Sep 1 2011
Sep 2 2011
Sep 3 2011
Google Search*(sweepstakes)
AdMetrica GDN Conv.s(sweepstakes)
* Source: Google Trends
Google Search Activity
$ CPA(sweepstakes)
$1.25
$1.50
$1.75
$2.00
$2.25
$2.50
$2.75
$3.00
$3.25
Clients
“The (Google) display network has always been cloaked in mystery, but AdMetrica seems to have cracked the code. This technology allows us to scale faster while lowering costs. I’ve never seen anything quite like it.”
– Joe Davison, eComm. Mgr., Meredith Media
“The (Google) display network has always been cloaked in mystery, but AdMetrica seems to have cracked the code. This technology allows us to scale faster while lowering costs. I’ve never seen anything quite like it.”
– Joe Davison, eComm. Mgr., Meredith Media
“American Family has never seen conversion numbers like this; it took AdMetrica only 3 days to outperform our prior GDN numbers by more than 100%.”“American Family has never seen conversion numbers like this; it took AdMetrica only 3 days to outperform our prior GDN numbers by more than 100%.”
– Scott Krauss, Mtg. Mgr., Am.Family, Time Inc.
1. Paperwork complete2. Provided by client
• Ads for campaigns• Sales funnels (landing page to thank you page)• Performance data on previous efforts • Account access granted for MCC access
3. Kickoff meeting 4. Initial keyword lists created and approved5. Initial launch6. 30 day incubation period
Getting started with AdMetrica
THANK YOU
QUESTIONS?