Outbrain Campaign Consulting Optimization

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Outbrain Campaign Optimization: Tips for Success

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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

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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

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What Kind of Content Do We Accept?

•  Blog posts •  Editorial ar'cles •  Earned media •  Product reviews •  Videos •  Slideshows

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Content We Can’t Promote

•  Homepages and sec'on fronts •  PDFs •  Self promo'onal •  Ad placement •  Adult material

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Define your goals & content

Pre-Campaign PLANNING

SIGN UP FLOW & DASHBOARD OVERVIEW

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

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•  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

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1. Tracking Acquisi'on > All Traffic

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1. Tracking Google Analy'cs Defini'ons

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•  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


1. Tracking

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•  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


1. Tracking

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•  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


1. Tracking

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It takes 10.4 sources of informa;on to make a decision


1. Tracking

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•  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


2. Campaign Dura;on The longer you amplify your content with

Outbrain, the higher your CTR

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3. Headlines maLer

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hLp://outbra.in/hubspotebook

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3. Headlines maLer The more content and headlines you test, the bener your campaign will perform

#OBwebinar >5 Headlines >10 Headlines >15 Headlines


81-‐100 CHARACTERS

3. Headlines MaLer Six Tips for Success

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Headlines generate the highest level of engagement at moderate lengths

3. Headlines MaLer Six Tips for Success

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3. Headlines MaLer

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Bracketed clarifica'ons increase CTR and Conversion Rate when used in

headlines

38% HIGHER CTR


75% HIGHER CVR

3. Headlines MaLer

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•  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

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4. Op;mizing Your CPC Start with a higher CPC to build your reach

Then op'mize down over 'me

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5. Geotarge;ng Be sure you are reaching the right audience

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6. Pla[orm Targe;ng Reach your target audience across devices

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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

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1.  Tracking 2.  Campaign dura'on 3.  Tes'ng 'tles 4.  CPC 5.  Geo-‐targe'ng 6.  Device Targe'ng

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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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Clicks

•  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

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2,404

2,902

3,582

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1,463 1,358 1,043 1,162

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1,290 1,301 999 893 993 978

671 426 471

625 696

1,164 1,433

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Clicks

•  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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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

Q&A

#OBwebinar

We’re Here to Help [email protected]

help.outbrain.com

Date post:	17-Jul-2015
Category:	Marketing
Upload:	market-loyal
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Outbrain Campaign Consulting Optimization

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