Date post: | 17-Jul-2015 |
Category: |
Marketing |
Upload: | market-loyal |
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The Webinar Will Begin Shortly • All par'cipants will be muted • For audio, select “Mic & Speakers”
in your GoToWebinar control panel • To submit Q&A, use the “Ques'ons”
tool in the control panel
Outbrain Campaign Optimization: Tips for Success
#OBwebinar
Natalie Chan @natalielchan
Will Fleiss @willfleiss
• How We Recommend Your Content • Best Practice for Campaign Creation • Optimizing for Outbrain Success • Interpreting your Outbrain data • Q&A
#OBwebinar
TODAY’S WEBINAR
• Outbrain has more than 45 algorithms working together to recommend each piece of content to the most interested reader across our network
• The algorithms largely fall into the following buckets: • Personal: things we know each reader likes • Behavioural: readers who like this, also read this • Contextual: related to what you are reading • Popular: content trending across our network
HOW WE RECOMMEND YOUR CONTENT
• Outbrain’s algorithms automa'cally serve all 'tles in a campaign to try and appeal to as wide an audience as possible
• APer the ini'al ‘explora'on’ phase, which can last a day or two, the algorithms will automa'cally op'mise towards the most interes'ng 'tles in the campaign
HOW WE RECOMMEND YOUR CONTENT
Best Prac;ce for Campaign Crea;on
What Kind of Content Do We Accept?
OWNED EARNED
#OBwebinar
What Kind of Content Do We Accept?
• Blog posts • Editorial ar'cles • Earned media • Product reviews • Videos • Slideshows
#OBwebinar
Content We Can’t Promote
• Homepages and sec'on fronts • PDFs • Self promo'onal • Ad placement • Adult material
#OBwebinar
Define your goals & content
Pre-Campaign PLANNING
SIGN UP FLOW & DASHBOARD OVERVIEW
CAMPAIGN CREATION SETUP
CAMPAIGN CREATION SETUP
CAMPAIGN CREATION SETUP
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
DASHBOARD OVERVIEW
Optimizing for OUTBRAIN
Success
OPTIMIZING FOR SUCCESS
1. Tracking & Analy'cs 2. Campaign Dura'on 3. Headlines 4. CPC 5. Geo-‐targe'ng 6. Pla_orm Targe'ng
#OBwebinar
• Set Google Analy'cs campaign UTM using Google’s Tool URL Builder • Suggested tagging
UTM_Medium = Discovery UTM_Source = Outbrain UTM_Campaign = Campaign Name
1. Tracking Iden'fy the Correct Traffic
#OBwebinar
OPTIMIZING FOR SUCCESS
OPTIMIZING FOR SUCCESS
1. Tracking Acquisi'on > All Traffic
#OBwebinar
OPTIMIZING FOR SUCCESS
1. Tracking Google Analy'cs Defini'ons
#OBwebinar
• Bounce – The page is the only page viewed on this session
• Exit – The page is the last page viewed on this session
• Time On Page – Time from this page to the next page
• Time On Site – Time from first page to the last page
OPTIMIZING FOR SUCCESS
1. Tracking
#OBwebinar
• Define what a bounced visit means to you • Define engagement on the page • Set up Google Analy'cs engagement events
Measure bounce beLer
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Bounce Rate
No Engagement Events Engagement Events
OPTIMIZING FOR SUCCESS
1. Tracking
#OBwebinar
• Minimal 'me for engagement on content • Iden'fy content pages vs. other pages • Send Google analy'cs 'ming events on content
Measure ;me on page beLer
0:00:00 0:07:12 0:14:24 0:21:36 0:28:48 0:36:00 0:43:12 0:50:24 0:57:36
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Time on Site
No Timing Events Timing Events
OPTIMIZING FOR SUCCESS
1. Tracking
#OBwebinar
It takes 10.4 sources of informa;on to make a decision
OPTIMIZING FOR SUCCESS
1. Tracking
#OBwebinar
• Iden'fy content read as a mid-‐way goal • Look for funnel reports with mul'ple sessions • See different paths that start with content
Content as part of the journey
OPTIMIZING FOR SUCCESS
2. Campaign Dura;on The longer you amplify your content with
Outbrain, the higher your CTR
#OBwebinar
OPTIMIZING FOR SUCCESS
3. Headlines maLer
#OBwebinar
OPTIMIZING FOR SUCCESS
hLp://outbra.in/hubspotebook
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CTR improvement compared with 1 headline
3. Headlines maLer The more content and headlines you test, the bener your campaign will perform
#OBwebinar >5 Headlines >10 Headlines >15 Headlines
OPTIMIZING FOR SUCCESS
81-‐100 CHARACTERS
3. Headlines MaLer Six Tips for Success
#OBwebinar
Headlines generate the highest level of engagement at moderate lengths
3. Headlines MaLer Six Tips for Success
#OBwebinar
3. Headlines MaLer
#OBwebinar
Bracketed clarifica'ons increase CTR and Conversion Rate when used in
headlines
38% HIGHER CTR
OPTIMIZING FOR SUCCESS
75% HIGHER CVR
3. Headlines MaLer
#OBwebinar
OPTIMIZING FOR SUCCESS
• Compe''on is fierce • Monitor frequently • Ensure your CPC is op'mize
when geotarge'ng
4. Op;mizing Your CPC Start with a higher CPC to build your reach
Then op'mize down over 'me
#OBwebinar
OPTIMIZING FOR SUCCESS
4. Op;mizing Your CPC Start with a higher CPC to build your reach
Then op'mize down over 'me
#OBwebinar
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OPTIMIZING FOR SUCCESS
5. Geotarge;ng Be sure you are reaching the right audience
#OBwebinar
OPTIMIZING FOR SUCCESS
6. Pla[orm Targe;ng Reach your target audience across devices
#OBwebinar
OPTIMIZING FOR SUCCESS
6. Device Targe;ng Reach your target audience across devices
Tablet
.23%
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SmartphoneDesktop
HOLIDAY 2013 CONTENT:ENGAGEMENT BY DEVICE
AVERAGE CTR
#OBwebinar
OPTIMIZING FOR SUCCESS
1. Tracking 2. Campaign dura'on 3. Tes'ng 'tles 4. CPC 5. Geo-‐targe'ng 6. Device Targe'ng
#OBwebinar
OPTIMIZING FOR SUCCESS
#OBwebinar
INTERPRETING YOUR OUTBRAIN
REPORTS
LET’S RECAP WHAT WE KNOW • Outbrain’s algorithms automa'cally serve all 'tle in a campaign
across the network of publishers to try and appeal to as wide an audience as possible
• APer the ini'al ‘explora'on’ phase, which can last a day or two, the algorithms will automa'cally op'mise towards the most interes'ng (in our case, clickable) 'tles in the campaign
FOR THIS REASON… • There will never be an even distribu'on of traffic between all 'tles • Outbrain will serve the 'tles that have the most trac'on with
readers across the network
Interpreting the Top Articles
2. A re-‐launch gives the system another chance to ‘explore’ the content to find more pockets of interest NB: A reader won’t be served the same recommenda'on again if they’ve clicked on it and the 'tles won’t have run simultaneously
Why do I see the same title twice?
Title Campaign Impressions Clicks CTR New mystery brand phone has a point-and-shoot camera on the back
Sample Campaign 13,321,885 29,003 0.22%
New mystery brand phone has a point-and-shoot camera on the back Sample Campaign Relaunch 8,146,960 16,290 0.20%
Mystery Brand creates a hybrid between a phone and camera
Samsung K Zoom 2,540,117 4,621 0.18%
Mystery Brand combines a phone and a camera
Samsung K Zoom Relaunch 2,794,245 3,957 0.24%
Has the phone truly replaced the camera?
Samsung K Zoom 1,508,753 2,210 0.15%
Mystery brand phone has an actual camera lens for high quality photos
Samsung K Zoom 536,720 677 0.13%
A phone with 10x optical zoom
Samsung K Zoom 495,521 634 0.13%
A phone with 10x optical zoom
Samsung K Zoom 537,980 605 0.11%
Taking selfies to a new level- Mystery Brand reviewed
Samsung K Zoom 426,145 405 0.10%
Zoom zoom: Mystery brand phone reviewed
Samsung K Zoom 214,236 216 0.10%
1. You may have uploaded the same 'tle varia'on with mul'ple image varia'on
• CTR acts as a ‘quality score,’ or in our case an ‘interest
score’ to put the most interes'ng pieces of content in front of readers
• CTR and CPC are the two metrics by which the algorithms recommend your content.
Interpreting CTR & CPC
Why wasn’t my CTR higher?
How important is CTR to your campaign goals?
• High CTR means you are anrac'ng a very wide audience to your content
• OPen it is bener to have a lower CTR and higher post-‐click
engagement
• This means you can reach a specific and relevant audience, as opposed to a broad audience
• CTR varies across Outbrain’s network and is variable on the following things:
• Volume of content • Ver'cal • Compe''veness of the marketplace • Type of content • Titles … So we always want to look at CTR with a grain of salt
How does my CTR compare to others’?
I targeted a specific region. Why is some of my traffic coming from
outside this area? • Outbrain has a large presence
across premium interna'onal publishers
• People living in your targeted region might be reading some of these global sites, and might see your content appear
• If your campaign is targe'ng the UK, it will only reach UK eyeballs, even if they’re reading global sites
• When a campaign starts, the system automa'cally serves a certain number of impressions to each ar'cle in the campaign
• During this phase, the system ‘explores’ the content to find interested readers across the network
• For this reason, a campaign can take a day or two to really pick up trac'on
Why is my campaign slow in the beginning?
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1,463 1,358 1,043 1,162
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• There are a number of reasons a campaign can slow down. Here are a few common ones: • Did you dras'cally lower the CPC? • Did you take out any top performing ar'cles? • Was it the weekend (or other slow period, like a holiday)? • Did you extend the campaign’s end date (stretching the budget and making it
smaller each day)?
Why is there a big dip in my traffic?
681
1,948
2,404
2,902
3,582
2,329
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2,337
1,612 1,651 2,017 2,187 1,869
1,463 1,358 1,043 1,162
1,963
3,217
1,766
1,290 1,301 999 893 993 978
671 426 471
625 696
1,164 1,433
3,201 3,170
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• There are a number of reasons a campaign can speed up. Here are a few common ones:
• Did you dras'cally raise the CPC? • Did you add content (ar'cles or 'tle varia'ons)? • Did you dras'cally lower the CPC (leading to more traffic for the same daily
budget) • Did you shorten the campaign’s end date (shortening the dura'on will make the
budget bigger each day)?
Why is there a big spike in my traffic?
681
1,948
2,404
2,902
3,582
2,329
2,837
2,337
1,612 1,651 2,017 2,187 1,869
1,463 1,358 1,043 1,162
1,963
3,217
1,766
1,290 1,301 999 893 993 978
671 426 471
625 696
1,164 1,433
3,201 3,170
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Clicks
CAMPAIGN PERFORMANCE
is only as good as its driver
Leverage OUR Tools
• Optimize your campaign regularly • Test headlines and images • Review your CPC and budgets • Manage and add content • Utilize our resources
MORE RESOURCES