Analytics presentation

February-‐March 2014

Campaign Analy9cs

OVERVIEW

Campaign Overview February 2014

Google Search Google Display Facebook

Campaigns Run 6 10 19

Average Spend per Campaign $379.61 $1,654.88 $294.11

Average Click Through Rate .24% .54% 4.26%

Average Cost Per Click $.88 $.66 $.25

Total Clicks 2,547 22,984 54,203

Total Impressions 1,053,659 4,270,199 1,114,593

Best Ads: February

Best Search Ad

Most Clicks: 1,355 Highest CTR: 7.17%

Best Display Ad Best Facebook Ad



Campaign Overview March 2014

Google Search Google Display Facebook

Campaigns Run 5 8 41

Average Spend per Campaign $536.73 $2,041.38 $339.12

Average Click Through Rate 1.41% .56% 4.64%

Average Cost Per Click $.64 $.49 $.33

Total Clicks 3,559 23,949 173,455

Total Impressions 256,151 4,292,138 4,145,401

Best Ads: March

Best Search Ad


Best Display Ad Best Facebook Ad



EMAIL CAMPAIGN ANALYTICS

Styxx A/B Test: Time of Day 1.  Sent to half the list at 6:30AM

•  22.20% Open Rate •  8.09% CTO Rate

2.  Sent to the other half at 3:30PM •  22.12% Open Rate •  7.95% CTO Rate

6:30 AM Send

3:30 PM Send

% Change from 6:30 to 3:30

% Opens in First Hour

7.51% 18.42% +145.39%

% Clicks in First Hour 8.26% 17.33% +109.87%

Women’s FicTon List Review •  Popular Women’s Fic9on (6,574

subscribers) •  36.03% open rate, +28% higher

than average •  36.17% CTO rate, +217% higher

than average

•  Women’s Fic9on (956 subscribers) •  40% open rate, +2% higher than

average •  23% CTO rate, +49% higher than

average

•  Women’s Fic9on from Neolane (909 subscribers) •  16.89% open rate, +2.7% higher

than average •  23,84% CTO, +106% higher than

average

Analysis: This was a great success, and we should try with similar authors like Chevy Stevens, Allison Brennan, etc.

History Reader Re-‐Engagement Campaign

Goal: Improve open rate and CTO rate. Strategy: Segment out anyone who hadn’t opened an email in the past 6 months and has received at least 15 sends and don’t send them the April Newsle\er. Send a re-‐engagement email in late April with a CTA to “Confirm Your Subscrip9on.” Insight: This list is an anomaly in that only 585 subscribers qualified to be suppressed-‐ this shows that our subscribers are very inconsistent, and likely not finding content they are interested in every month.

List Size Open Rate CTO Rate

History Reader Average

4,671 20.9% 16.5%

With Suppression 4,086 25.1% 18.1%

% Change -‐12.52% +20% +9.6%

History Reader Re-‐Engagement Campaign 1.  4/7/14: April Newsle\er sent

to 4,086 subscribers •  Open rate improved to

25.12%, CTO improved to 18.1%

2.  4/18/14: Re-‐engagement email sent to 586 recipients •  Open rate 1.9% ( and CTO

27% for 3 confirma9ons

3.  5/6/14: May Newsle\er to only engaged and re-‐engaged subscribers. Stats TK.

FACEBOOK CAMPAIGN ANALYTICS

Goal: Increase Website Clicks on Facebook Adver9sing

Bright Bazaar Facebook Campaign Notorious Facebook Campaign

Results: Increase Website Clicks on Facebook Adver9sing

Bright Bazaar Facebook Campaign

•  Budget: $500 •  Dura9on: 3 Days •  Paid Impressions: 78,942 •  Total Ac9ons: 3,621 •  Website Clicks: 19 •  % of Ac9ons that were

Website Clicks: .52%

Notorious Facebook Campaign

•  Budget: $500 •  Dura9on: 4 Days •  Paid Impressions: 52,487 •  Total Ac9ons: 1,911 •  Website Clicks: 1,576 •  % of Ac9ons that were

Website Clicks: 82.4%

Goal Achieved: 157% increase in clicks to website with

“Shop Now” Bu_on CTA

Facebook Campaign Follow Up •  Traffic coming from four

adver9sing channels: –  Display Ads –  Google Search Ads –  Facebook Ads –  Goodreads Ads

•  3,769 total website visits, with Facebook visitors account for 32.8% of the overall traffic

•  279 purchase intent clicks, 198 from Facebook visitors for a strong 16.6% conversion rate

Audience Device Case Study

Authors with Predominantly Desktop Impressions and Clicks

Authors with Predominantly Mobile Impressions and Clicks

•  Robert Kirkman, Kris9n Hannah and Paula Brackston domina9ng for top impressions, clicks and CTR

Trends in Tracked Mobile and Desktop Ads in Feb-‐March 2014

•  Allison Brennan, Olen Steinhauer and Jane Green top impressions

•  Lisa Sco\oline, Robert Kirkman and Louise Penny top clicks

•  Louise Penny and James Herriot top CTR

Desktop Mobile % Change in Mobile over Desktop

Impressions 2,627,572 2,632,423 +0.18%

Clicks 18,818 208,847 +1,009%

Avg. CTR .7% 7% +900%

Louise Penny Long Way Home Cover Reveal Campaign

Day 1 Day 2

Day 3 Day 4

Louise Penny Long Way Home Cover Reveal Campaign: Video Views

Day 1

Day 2

Day 3

Day 4

2,104 3,947 1,417

2,281 1,286

1,668 2,060

4,961

YouTube Views of each video on RELEASE DAY vs/ TOTAL CUMULATIVE views to date

GOOGLE CAMPAIGN ANALYSIS

Adver9sing and Media Channels by Prospect Quality and Conversion Probability

This graph explains why we have been seeing such high engagement rates through search adver9sing over display adver9sing. When we get into the conversion rate on our landing pages we tend to see that the search converts higher than display and social media since the customer was already in the market for the product.

Walking Dead Campaign Overview Search and Display: 3/4/14-‐3/17/14

Display Search

Total Impressions 1,715,042 249,710

Total Clicks 8,384 708

Average CTR 0.49% 0.28%

Ad Group with highest CTR (sta9s9cally significant)

and total clicks

CTR: “zombies” at 1.13% Total clicks: mobile

placements w/ 5,049 clicks

CTR: “walking dead novels” at 0.42% Total clicks: “walking dead” w/ 290

clicks

Ad Type with highest CTR (sta9s9cally significant) Animated Box at 1.35% CTR

Placement that drove most clicks

Android Apps in Arcade Games Category– drove 3,910 clicks

Keyword that drove most clicks “Walking Dead” – drove 152 clicks

Walking Dead Landing Page Results Total Page Visits: 52,104 Total Purchase Intent Clicks: 2,966 Total Conversion Rate: 5.6% We saw some lio in interest in the other books in the series on this page as well •  Rise of the Governor: 427 clicks •  Road to Woodbury: 26 clicks •  Fall of the Governor Pt I: 310 clicks

Walking Dead Campaign: Tracking Purchase Intent and Conversion Rates

Visitors Purchase Intent Clicks Conversion Rate

Swagbucks 37,727 1,956 5.18%

Adwords Display 8,339 321 3.8%

Facebook Post 4,486 505 11%

Adwords Search 1,052 122 11.5%

Hulu 284 10 3.5%

Twi_er 123 5 4%

Email 61 38 62%

Analysis: We saw some really strong purchase intent clicks on this page, but the most likely to convert were fans we sent from Facebook (11%), Search Ads (11.5%) and email (62%). This give us great insight for adver9sing direc9on for further books in the series.

S2ng of the Drone A/B Campaign Overview Display: 3/31/14-‐4/4/14

Display

Total Impressions 271,051

Total Clicks 874

Average CTR 0.32%


and total clicks

CTR: Thriller Site Skyscrapers at .62%

Total clicks: Thriller Site Box Ads w/ 519 clicks

Ad Type with highest CTR (sta9s9cally significant) Sta9c Skyscraper at .62% CTR


USAToday.com– drove 181 clicks

S2ng of the Drone: A/B Test For Best Placement and Crea9ve

Best Placement The ad group for Thriller sites had the highest overall CTR at .62%. This includes placements on: •  USAToday.com •  Brietbart.com •  Drudge.com •  Time.com •  Newser.com •  Forbes.com

Best CreaTve

Author Name Focused Crea9ve

264 clicks .32% CTR

Thriller Genre Focused Crea9ve 255 clicks .31% CTR

Temp2ng Fate Campaign Overview Search and Display: 3/25/14-‐4/8/14

Display Search

Total Impressions 988,174 24,974

Total Clicks 7,763 511

Average CTR 0.79% 2.05%


and total clicks

CTR: Mobile Placements at .80%

Total clicks: mobile placements at 7,481

CTR: Jane Green Search at 3.99% Total clicks: Jane Green Search at

365

Ad Type with highest CTR (sta9s9cally significant) Animated Skyscraper at 1.95%


iTunes Apps in Games Category– drove 2,987

Keyword that drove most clicks [Jane Green]– drove 158

Temp/ng Fate Landing Page Results Total Page Visits: 21,811 Total Purchase Intent Clicks: 1,119 Total Conversion Rate: 5.1% There was interac9on with some other features on the page as well: •  Excerpt Reads: 2,295 •  Discussion Ques9on Downloads:

113 •  Clicks to Jane’s Site: 91

But we didn’t see any clicks to sign up for the Reading Group Gold newsle\er or to follow Jane on social media. This is likley because we had a lot of CTAs on this site.

Temp2ng Fate Campaign: Tracking Purchase Intent and Conversion Rates

Visitors Purchase Intent Clicks Conversion Rate

Adwords Display 8,350 202 2.4%

Blogher 4,211 179 4.25%

People 3,349 47 1.4%

Oprah 2,087 241 11.5%

Goodreads 1,809 203 11%

Book Reporter 689 33 4.7%

Shelf Awareness 510 33 6.4%

Adwords Search 491 128 26%

AdRoll 189 23 12%

H&H 90 9 10%

Book Movement 24 14 58%

Analysis: The overall conversion rate was lower than we wanted, though Google Search (26% conversion) and Oprah.com (11.5% conversion) seem to have been our best spends on this campaign.

Temp2ng Fate: AdRoll Retarge9ng Summary

Campaign ran with our GCN Designed ads from 3/31-‐4/13 for 142,178 impressions and 187 clicks at a .13% CTR

We hit re-‐targeted customers on sites like: •  The Daily Beast •  OK Magazine •  Tv Guide •  Zynga

•  Lamebook •  HollyScoop •  AOL •  Ask.fm

•  YouTube •  Fame10 •  Homesick Texan

WHAT’S NEW

Twi\er Adver9sing & Platorm Update

•  We ran our first Twi\er adver9sing campaign with Jenny Mollen last week

•  So far we are seeing a great engagement rate of 1.96% and CPE of $.46

•  We have over 175 responses to the ques9on, and are pixeling anyone who visits the site to target through AdRoll later

Twi\er Adver9sing & Platorm Update

•  The new twi\er profile style will be rolling out over the next couple weeks-‐ two features will effect how you author’s pages look: –  Best Tweets –  Pinned Tweets

Content Control Email Structure Opportuni9es: •  Pull in content from Facebook,

Twi\er, Wordpress, Tumblr, Vine, Flickr, etc

•  Up to 10 pieces of content from one channel in one block

•  Can include comments, likes, retweets, shares and other measures of social reach

•  Can customize headline text and overall color scheme

•  Always comes with the op9on to “Share” and “Open”

Possible New Gmail Inbox Layout Pinterest style layout with a focus on the hero shot

IFrame Tab Example: The Cairo Affair

Marketing

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