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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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