Webinar how to increase conversions and lower cpa on the google display network

How to increase conversions and lower CPA for Google Display Network using

AdMetrica

• The webinar is recorded and will be made available

• The slides will also be available

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

House Keeping

• $1 Billion ad spend under management• 100,000+ campaigns• 9,500+ brands• 4,000+ Users• 400+ Customers in 25 countries• Founded in 2003, Launch Acquisio platform

in 2008• Montreal, Chicago, NYC, Seattle & London

About Acquisio

Some of Our Clients

Trading Desk

Business Solutions

Platform

GDN Optimization

FacebookOptimization

Real TimeBidding

Links

Data ManagementBidManagement

Bulk Editing

Reporting

Tracking & Attribution

Automation & Algorithms

Trading Desk

Business Solutions

Platform

GDN Optimization

FacebookOptimization

Real TimeBidding

Links

Data ManagementBidManagement

Bulk Editing

Reporting

Tracking & Attribution

Automation & Algorithms

Trading Desk

Business Solutions

Platform

Agenda

The value of adMetrica for Agencies 25 min• Intro & Key Challenges • The adMetrica model - 5 Variables we act on• How our Algorithm makes it possible• Mobile Optimization

Examples and case studies 20 min• Examples of Campaigns• Recommended Conversion Funnel• Case Studies• Questions

Value Proposition

GDN Challenges

Keyword Selection ?

Best Performing Placements ?

Ad Formats ?

Optimal Bidding ?

BudgetOptimization ?

Lead Quality?

The scope of Acquisio AdMetrica

Keyword Selection

Admetrica

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page

PurchaseRegistration


Thank YouPage

Client

Keyword lists are constantly (algorithmically) sampled, tested and rewarded according to live performance data and quality score feedback. This gains access to an ever-expanding number of GDN pages that convert.

Optimizing 5 Key Variables

Keyword Selection

Admetrica

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page



Thank YouPage

Client

Ad-to-page placements are controlled down to the URL level, increasing a given ad’s relevance (and its CTR) by more closely fitting the ad to the content of the page. We select the managed placements based on Return.

Keyword Selection

Admetrica

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page



Thank YouPage

Client


Metrics-based analysis allows for comparative performance evaluation between ads (variation of format and messaging) This allows for an objective measurement of ad performance.


Keyword Selection

Admetrica

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page



Thank YouPage

Client

Dynamic Bidding - Algorithms bid in a live and dynamic process that allows for far greater control over bid pricing. This enables either suppression of CPA or, if desired, incremental bid increases to gain conversion volume


Keyword Selection

Admetrica

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page


Thank YouPage

Client

Budget Control and Optimization - by monitoring daily budgets hourly, algorithms can allocate budgets only to campaigns that warrant it. This lowers CPA by cutting off underperforming campaigns, and feeds budgets to high performance campaigns.


Keyword Selection

Admetrica

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page


Thank YouPage

Client

A process that no human alone could master!

Keyword Selection

Initial keyword list with 20 keywords…Choosing all Adgroup combinations of 10 keywords = 184,756 Adgroups


URLPlacement

Initial placement list of 100 placements= 100 distinct managed placements

Keyword Selection



Ad Selection

Initial 3 possible ad formats with5 possible messaging= 15 distinct Ads

URLPlacement

Initial placement list of 100 placements= 100 distinct managed placements

Keyword Selection



Keyword Selection

URLPlacement

Ad Selection

277,134,000 combinations

100,000 decisions / day

1.2 decisions every second

With perfect accuracy!

Mobile Optimization

A two stage conversion process

FIRST CONVERSION

Eg: Free registration, free signups, etc..

Immediate and fast, low level engagement

SECOND CONVERSION

Eg: paid membership, purchase, etc..

Can be at a later date, repeat conversion has a revenue value associated

CASE STUDY 1 – Media/Content

CLIENT

• Meredith, Media & Marketing Company – Brand: Media/Content

OBJECTIVE

• Driving registrations and• Subscriptions to a content sites

SOLUTION

• AdMetrica helped Improve the keywords lists, optimized ad selection, identified best performing URLs & managed bid prices & daily budget

RESULTS & LEARNING

• From 0 to 140 conversions• CPA went from $175.52 to $7.43

CASE STUDY 2 – Ecommerce Website

CLIENT

• Meredith, Media & Marketing Company – Brand: Parenting/Childcare Goods & Services

OBJECTIVE

• Driving membership registrations and inventory sales, below $25/CPA• Align spend to monthly budgets.

SOLUTION

• AdMetrica helped Improve the keywords lists, optimized ad selection, identified best performing URLs & managed bid prices & daily budget

RESULTS & LEARNING

• From 3 to 45 conversions in one month and On-target CPA• CPA went from $50.25 to $12.02

CASE STUDY 3 – CPA Control & Targeting

CLIENT

• Meredith, Media & Marketing Company

OBJECTIVE

• Maintain CPA below 1,50$• Better control CPA to avoid spikes

SOLUTION

• AdMetrica was used to collect more data about which URLs are better suited to a given ad while also avoiding those that produce few conversions at higher costs.

RESULTS & LEARNING

• Maintained CPA below 1,50$, Results in a flattening of CPA curve• Reached up to 1,699 conversions per day

In a nutshell

Increase ConversionsAutomate CPA SuppressionReduce WorkloadImprove Ad PlacementsEnable Smart Dynamic Bidding

?Questions

Technology

Webinar how to increase conversions and lower cpa on the google display network