Making Integrated Campaigns Work:
Our Presenters
Eli Goodman
Search Evangelist
comScore, Inc.
Agenda
Introduction
Applying Search Intelligence to Display Advertising
The Search Agency
Agenda
Introduction
Applying Search Intelligence to Display Advertising
Case Study Example: Online Dating
Client: Lavalife– Online Subscription-based Dating Service
Goal: Driving registrations at targeted CPA History: Increasing spend on paid search and contextual text based ads– Could not yield additional volume at target CPA
How to approach display advertising?
Display advertising is evolving– Greater emphasis on direct response metrics
TV / Print
Display
Paid Search
Measurability
– Greater emphasis on direct response metrics
– Pricing is evolving to bid based model
Approach display media management like paid searchResults: 170% increase in conversions in 3 weeks
400% 170%200%
300%
400%
500%
Client Results
170% -50% 16% -12%-100%
0%
100%
200%
Click-Through RateConversions Cost per Click Brand Search Queries
Applying search intelligence to display advertising
1.
Data Integration2.
Advanced Targeting3.
Account Structure4.
Budget Management5.
Creative Testing6.
Conversion Path OptimizationData Integration: Integrate campaigns and backend conversion data
Create single view of key metrics for efficient analysis Leverage ad serving/optimization technology to guide efficiency of ad spend Example: Subscription Model– Free registrations
Large sample size
Allows technology to learn faster Allows technology to learn faster
– Paid subscriptions
Smaller sample size
Enables bid optimization based on revenue
Advanced Targeting: Leverage high intent to purchase targeting
During initial tests, diversify across multiple targeting techniques23.4% 22.0% 12.0% 7.6% 48.6% 54.3% 26.5% 49.7% 27.9% 23.6% 61.4% 42.7% Affiliate marketing Rich Media Ads Pop-up, Pop-unders Website ads (.gif banners, etc.)
Great ROI Middle of Pack ROI Poor ROI
40.5% 36.7% 29.7% 50.0% 50.5% 51.5% 5.5% 12.8% 18.8% 0% 20% 40% 60% 80% 100%
Contextually targeted ads Behavioral targeted ads Text-Link ads
Case Study Example: Contextual targeting
Identified high-performing keywords from paid search– Focus on brand terms and core category terms
Identified placements relevant to online dating– Including competitor sites
Used media planning tools to identify/exclude relevant audiences– Demographics
Account Structure: Organize campaigns into meaningful segments
Group campaigns by demo, geo, and behavioral segments Structured campaigns enable efficiency– Provides greater flexibility to optimize campaigns by price, creative or targeting
Case Study Example: Organize by relevant segments
Grouping by geo allows targeted ad copy Measuring ROI across key consumer segments enables more efficient mediaBudget Management: Determine best use of budget
Evaluate pricing structures to mitigate advertiser riskHigh Risk • CPM (Cost per 1000 Impressions)
Medium Risk
• Dynamic CPM (Bid-based CPM) • CPC (Cost per Click)
Low Risk • CPA (Cost per Action)
Bid-based pricing enables setting a maximum allowable price that achieves ROI goalsCase Study Example: Max CPC bidding to drive efficiency
Able to use bid optimization platform Dynamically adjust bids to allowable levels based on historical performance Set daily spending caps to avoid over saturation Enabled cross-channel optimization– One system, one budget
Creative Testing: Test, test, test
Iterative process where goal is to continually improve your ROI– Increased efficiency drives increased volume
Develop a testing methodology that isolates creative elements:– A/B testing
Case Study Example: Tested 3 concepts per ad size
Followed best practices to improve efficiency:– Animation creates attention
– Clear value proposition inspires action
– Call to action language demonstrates intent of ad
Conversion Path Optimization:
Determine success and friction elements affecting conversion
Analyze conversion beyond the initial landing page Increase consumer motivation by incorporating banner and paid search copy Test and identify bounce rate and conversion contributors Reduce friction factors to increase progression– Reinforce credibility with qualifiers
– Keep content short and to the point
– Show a clear progression path for a multiple page process
Case Study Example: Optimized conversion experience
Landing page emphasized key messages from ads Reduce friction by providing a path– Minimal bounce points keeps the user on task
Campaign Optimization: Apply targets/filters to deliver ROI
Campaign structure enables detailed data analysis Isolate targeting criteria affecting performance– Remove underachieving inventory, content channels or sites
Lock in additional inventory at allowable pricingKey Points
To drive ROI, adopt a “search” mindset to display advertising Display budgets can be justified using same direct response tactics of paid search Disciplined methodology and commitment to ongoing testing will increaseAgenda
Introduction
Applying Search Intelligence to Display Advertising
Powerful Platform
Global Panel of 2MM Users, Largest of Its Kind
360°°°° View of Consumer Behavior
Online Transactions Demographics Life Stages Web Visiting and Viewing
The Only Global Measurement of Audience and e-Commerce
Search Behavior Streaming
Growth in online advertising slowed in 2008
Total Online Advertising
$ Billions and % Chg vs. YA
+29
%
+24
%
+27
%
+23
%
+18
%
4.9 5.1 5.2 5.9 5.8 5.7 5.9 6 7+13%
+11%
Source: PricewaterhouseCoopers and the Internet Advertising Bureau (IAB)
Search spending continued to grow strongly through Q2 2008
$4.10
$4.71
$5.06
$8.00
+30%
+30%
+24%
+37%
+29%
Total Search Advertising
$ Billions and % Change vs. YA
$3.16
$3.64
$4.10
$4.00
$2.70
$2.82
+19%
$2.86
+16%
$2.93
+12%
$2.93
+9%
$3.03
+8%
$3.01
3
Growth in online display advertising slowed in 2008
and shifted dramatically to pay-for-performance
Total Online Display Advertising
(CPM + CPC)
$ Billions and % Chg vs. YA
+5%
+17%
+19% +16%
2
3
Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08
Source: CMRDecline in online ad click-through rates
2.50% 1.12% 1.50% 2.00% 2.50% 2002 In 2008, comScore measured click rates as less than 0.1%1.12% 0.41% 0.20% 0.00% 0.50% 1.00%
Rich Media Non-Rich Media
2002 2006
68%
16%
51%
10%
31%
30%
6%
18%
50%
100%
Heavy Moderate Light NonClickers follow the 80/20 rule
51%
20%
0%
% Internet Pop
% of Clickers
% of Clicks
Clicks on display ads are a misleading metric
and don’t reflect brand-building effects
Only use for direct response ad campaigns (or search) Clicks don’t measure all of a campaign’s sales impact nor the cumulative (latent) impact of ads“The Role of Search in Consumer Buying”
comScore study with Google
Direct Online Effects
16%
Latent Online Effects
21%
The Three Components of how Search Drives Buying
The Impact of Display
and
and
Measuring the Holistic Impact of Online Ad Campaigns
200+ studies conducted to assess the impact of paid search and online ads ononline and offline sales
Real world analysis: comScore panelists divided into two matched groups(exposed and non-exposed to advertising)
– Search only
– Display ads only
– Search and display ads together
– Neither
– Neither
Passively measured behavior and / or surveysDisplay Ads Lift Site Visitation Across All Verticals
4.5% 0.9% 1.3% 0.6% 6.6% 1.9% 2.3% Average, N=139 Automotive, N=38 Finance, N=16 CPG & Restaurant, N=10Advertiser Site Reach
Weeks 1-4 after first exposure
% Lift: 46% ∆ Lift: 2.1% % Lift: 114% ∆ Lift: 1.0% % Lift: 86% ∆ Lift: 1.1% % Lift: 77% 0.6% 9.1% 7.0% 5.8% 4.8% 1.1% 13.8% 10.0% 7.2% 5.8% CPG & Restaurant, N=10
Retail & Apparel, N=21
Media & Entertainment, N=24
Electronics & Sof tware, N=14
Display ads don’t just increase site visiting: trademark searches also
continue to see a lift over the 4 weeks past exposure to an ad
Results from comScore Campaign Effectiveness Studies
0.5%
0.6% 0.5%
0.7%
0.9%
% Making a TM/Brand Search
0.2%
0.4%
0.5%
0.3%
0.5%
Clear synergies between search and display in driving online sales
1.0%
1.5%
1.1%
1.9%
2.4%
5.1%
Display Only Search Only Search & Display
% Lift: +42%
% Making A Purchase on the Advertiser Site (Retail Only)
% Lift: +121% % Lift: +173% % Lift: +42% % Lift: +121% % Lift: +173%
$994
$1,548
$2,723
$1,263
$2,724
$6,107
Display Only Search Only Search & Display Online $$ per 000 Exposed
(Retail Only)
Online is important but you can’t ignore offline buying either
Online is important but you can’t ignore offline buying either
Incremental Impact on Offline Sales per (000) Exposed
Higher offline sales lifts are found for search advertising vs. display but when combined the synergy provides even more lift
Higher reach of display ads often lifts sales more than does search
The overall number of unique people reached by display ads is typically much higher than search
As a result, even though the sales lift among those exposed to a search ad is higher, the total dollar sales gained from display ads is often larger than search due to the smaller lift acting on a larger base
119%
Incremental Impact on Offline Sales per (000) Exposed
11% 8% 81% Search & Display Search Only Display Only % of Total Exposed Group