PowerPoint Presentation
Performance displayBest practices
This presentation was produced for BiddableWorld 21 January 2014
where it was delivered in person. The slides by themselves may not
be self-explanatory
Planning
Build
Go live
Reporting/ Analysis
Optimisation
Whats next?
Getting fromA B
Tagging Tag management solution
Adserving container tag
Media buying platform tags
Campaign structure Avoid
Campaign structure Ideal
Top-level targeting Prospecting new users
Audience
Contextual
Reach
Top-level targetingRetargeting existing users
Buying metrics CPM (dynamic/ variable)
CPC
CPA
Buying metric examplesCPM1,000 impressions @ $1 CPMCost = $1
CPC1,000 impressions * CTR of 0.1% = 1 click @ $1 CPCCost =
$1
CPA1,000 impressions * CVR of 0.1% = 1 conversion @ $1 CPACost =
$1
Buying metric examples 2CPM1,000 impressions @ $1 CPMCost =
$1
CPC1,000 impressions * CTR of 1% = 10 clicks @ $1 CPCCost =
$10
CPA1,000 impressions * CVR of 1% = 10 conversions @ $1 CPACost =
$10
Buying metric examples 3CPM1,000 impressions @ $1 CPMCost =
$1
CPC1,000 impressions * CTR of 1% = 10 clicks @ $2 CPCCost =
$20
CPA1,000 impressions * CVR of 1% = 10 conversions @ $10 CPACost
= $100
Creative Simple is goodEngaging is betterRubbish is bad
Simple creative
Engaging creative
Rubbish creative
The plan
Plan sign off
Build!
Test
Go live!
Reporting Numbers efficient
Commentary insight, actions, questions
Analysis
Analysis Visualisation
Attribution modelling
Test/ control experiments
Optimisation One change at a time
Document
Whats next?
Planning
Build
Go live
Reporting/ Analysis
Optimisation
Whats next?
John WereCEO, Xelsion See you on the SiteVisibility stand
