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view-through conversions

How do you measure the impact of influence? More importantly, what’s the best way to measure such a fuzzy concept using an analytical approach?

As marketers have been complementing their bread-and-butter search advertising efforts by adding new tactics into the marketing mix, whether it’s social media native ads, rich media banners, mobile in-app interstitials, or desktop and mobile video ads, it’s increased the spotlight on the sticky issue of attributing conversions properly across different channels. It’s especially relevant for the aforementioned tactics, because none of them are particularly well suited for measuring via click-through conversions alone.

Measuring view-through conversions has quantifiable benefits on the bottom line

There are three powerful reasons for making a proper view-through attribution model a high priority:

1. View-through conversions are a better representation for upper- and middle-funnel performance than click-through conversions. Display ads are renowned for their epically terrible click-through rates. But rather than dismiss the medium as a poor performer, it’s important to understand that most display ads are typically served further up the conversion funnel to help move the customer closer towards making a decision. Measuring them on click-through conversions alone is akin to measuring search ads solely on how many customers it drives to the store. It’s important to use the right metric for the right situation.

2. Proper view-through attribution can lead to increased search lift. The positive impact of display and social advertising on search activity and conversions is undeniable. It’s been proven by a number of different studies over the past several years. Accordingly, if we understand the assistive impact of display and social on search, then it’s important to properly measure their impact in order to make the right investment across the different channels. If a $1 spent on a Facebook ad leads to an extra $5 within the search channel, that’s something you’d definitely want to know.

3. Measuring view-through conversions improves optimization efforts. What if the very small percentage of people clicking on your display ads didn’t represent your very best customers? What if half the clicks on a mobile ad were from people with fat finger syndrome? And what if you optimized all your future spend on trying to acquire all these wrong types of people? Advertisers who optimize based on click-through conversions alone find themselves in this conundrum.

This is just the beginning. While view-through attribution doesn’t have to be complex (on the contrary, it’s actually quite straightforward to set up properly!), it does require an understanding of its business rationale, as well as some of its limitations. To learn more about view-through attribution, including the two-step process for how you can set them up for maximum success, download the white paper here.

Brian Sim

Brian is a Product Marketing Manager at Marin Software. Previously, he worked within the agency world, leading digital marketing strategy, and has also worked on developing products and growth strategies for very early stage startups. Brian studied Marketing & Communications at the Wharton School, and obtained his MBA from UCLA Anderson. A native Philadelphian, Brian maintains his Philly sports rooting interests from the west coast.

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15.0018_PublisherSpotlight

This Publisher Spotlight originally appeared on Marin Software’s Marketing Insights blog and it is a series in which we’ll be introducing premium publishers who are using Partner Connect to develop business relationships with relevant and interested advertisers. In this post, Eric Simons, co-founder of the open source developer-focused education platform Thinkster (and also famously known as the AOL Squatter), speaks about his success with the Partner Connect Publisher Exchange.

Can you tell me about Thinkster and its audience?

Thinkster is a learning platform for developers who are interested in continuing their education and skill development by learning about some of the more bleeding edge JavaScript technologies. Our course structures are a mix between blogging and course platforms.

Our user base consists mainly of experienced front-end JavaScript developers with a wide range of coding interests and experience. Generally, these are professionals who have been working for several years at technology companies or startups, and are very good at what they’re doing. Currently, we receive about 120-150K unique visitors per month and are growing 30% monthly.

We have already engaged in several partnerships within the past month. Since we have a more technical user base, the advertisers that are most interested in our audience tend to be B2B companies with a strong technology focus: enterprise software, software analytics, and cloud infrastructure companies.

How did Partner Connect help you address your business needs?

There are a couple really interesting benefits we’ve found with Partner Connect. First, it’s given us an opportunity to create an advertising-based revenue stream without degrading the user experience on our site by cluttering it with ads. Second, and more interestingly, creating that revenue stream has given us the freedom to think about our product offering and to take different approaches with our pricing. For example, by knowing we can rely on the Partner Connect revenue stream, we can offer courses at a lower price or even for free.

What’s one thing about Partner Connect that surprised you?

We couldn’t believe how easy it was to get set up. It’s hard to beat just dropping a JavaScript tag on our site. I actually checked in with the Perfect Audience team (who’ve been awesome and amazingly helpful) just to make sure that it was that simple and that we weren’t missing anything. Once we had the tracking tag installed, all we had to do was wait for our audience pools to build up, and we were generating revenue.

Interested in targeting Thinkster’s audience? Learn more about audience extension with Partner Connect!

About the Guest Author

eric_simons_ThinksterEric Simons is the co-founder of Thinkster, an open source developer-focused education platform.

 

Ryan Lavery

Ryan Lavery is the Customer Success Manager for Trials. With over 5 years of Digital Marketing and Account Management experience, he has the perfect blend of customer support and marketing expertise. Besides keeping up with the ever evolving digital marketing landscape, he also enjoys cooking, exploring new places, sampling the latest craft brews, and chasing his misbehaved French Bulldog around the house.

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Screen Shot 2015-01-09 at 9.49.13 AM

Happy New Year!

It’s our New Year’s resolution to deliver great additions to our platform. We’re working to bring you new features and some much-requested options. Those will be coming throughout the year!

What’s your 2015 Advertiser’s New Year’s resolution?

As a self-service platform, we try to provide detailed information on how to setup your campaigns and keep them running well. Today, I wanted to highlight some of the more important points for campaign health. You can make these your 2015 resolution!

Advertiser’s 2015 New Year’s Resolution

1. I resolve to ensure my conversion goals are firing and working properly.
    a. I’ll also make sure I’m tracking my KPI. What’s KPI?
2. If I’m running dynamic ads, I resolve to follow the Dynamic Ads Preflight
    Checklist.
3. I resolve to keep my CTR happy to help with clicks.
4. I resolve to exclude converted users when applicable.
5. I resolve to boost my CTR with Call-to-Action buttons in News Feed ads.

Take a look at your campaigns. Are you keeping these resolutions? If not, give it a try! You’ll be off to a great start in 2015 if you manage your campaigns with these suggestions!

As always, we welcome your questions, comments, and feedback to support@perfectaudience.com

We hope you had a successful 2014, and here’s to an even better 2015!

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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With the Holiday shopping season quickly approaching, retargeting competition increases and overall CPMs rise. Accordingly, you’ll want to increase your CPM across all of your retargeting campaigns to ensure you’re bidding enough to stay in front of your potential customers. As a rule of thumb, we generally recommend advertisers increase their CPMs by 50-100% of their current average to maintain competitiveness during these times.

Adjusting CPMs in Perfect Audience is super simple. Click to edit any of your campaigns and dive into your settings. In Step 3, Campaign Details, you’ll see an option to set the Bid Type as Optimized Bidding or Manual Bidding. Select the Manual Bidding radial button and set your new CPM. Try testing different CPMs to find the right balance between reach and ROI.

Manual Bidding _ Retargeting _ Image 11192014

If you have any questions, feel free to reach out to our Customer Success Team: success@perfectaudience.com. Happy Retargeting!

 

Ryan Lavery

Ryan Lavery is the Customer Success Manager for Trials. With over 5 years of Digital Marketing and Account Management experience, he has the perfect blend of customer support and marketing expertise. Besides keeping up with the ever evolving digital marketing landscape, he also enjoys cooking, exploring new places, sampling the latest craft brews, and chasing his misbehaved French Bulldog around the house.

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iStock_000019598369SmallOne of the most important things to do when building a business is set yourself up for success, but sometimes success is hard to define. Let’s talk about what the right KPIs (Key Performance Indicators) for your business are and then define some benchmarks.

KPIs (Key Performance Indicators)

Most of the time retargeting is used as a performance media tactic; two of the most commonly used KPIs to measure performance are Cost Per Acquisition (CPA) and Return On Investment (ROI). Normally a business that sells goods will use an ROI model and a business that sells services will use a CPA model. This can definitely change under certain circumstances.

However, companies don’t always just focus on ROI or CPA. Businesses that are more focused on upper-funnel marketing will likely have goals such as driving awareness,  promoting  in-store purchases, or increasing site traffic. These businesses may focus on KPIs such as increasing reach by maximizing the number of impressions or clicks, while minimizing their CPM (cost per 1,000 impressions) or CPCs (cost per click).

Sometimes it is difficult to choose only one KPI. Some businesses may want to drive a specific CPA, but also want to increase their reach by maximizing their impressions. In order to achieve this, create separate campaigns with specified budgets and a single KPI for each.

Benchmarks

Now that you have chosen a KPI we need to set the benchmark or goal. What number do you need to hit to be profitable?

If your KPI is CPA, then you will need to look into your books and find out how much you are willing to pay for a new customer. What is the lifetime value of a new customer? Or, start small and ask yourself, what is the value of a customer if they only use your service once? Then determine what the retention rate is for customers that have used once and have become returning customers. These answers will help you determine your customer lifetime value. It is okay if your numbers are a little fuzzy here since you are using this number as a starting point.

If your KPI is ROI, things are simpler. You can usually start at $1.00 ROI, meaning you spend a dollar you make a dollar in revenue. Anything above $1.00 ROI will be viewed as profit. If you have specific margins on the cost of your product then you may want to take that into account as well.

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Now that you have defined a KPI for your business and a benchmark you want to hit, there are a few ways you can utilize Perfect Audience to see how we are hitting those KPIs and Benchmarks:

Assigning Revenue Value in Perfect Audience

Revenue Value

Ensuring you have a conversion set up properly in Perfect Audience is critical for executing a successful campaign. There are a few things to consider here. If your KPI is a certain CPA, then you can assign a Revenue Value to each conversion while setting up your goal using the process above.

You can assign a Revenue Value by going to Manage > Conversions > Editing a Conversion Goal.

Calling in Dynamic Revenue in Perfect Audience

Revenue Value

 

If your KPI is ROI, you will want to pass your revenue back to us dynamically. When placing your site tracking tag on your website, make sure to include the “pa.revenue” portion. Perfect Audience will apply the appropriate revenue value to each conversion, and display the total in your dashboard. When you hover over the revenue value you can easily see the Post-Click and Post-View value’s broken out. You can quickly see your revenue at a glance and compare to the cost of the media.

Read more about calling in revenue dynamically here.

Adjusting Attribution in Perfect Audience

Attribution Settings

Another thing to consider when setting up your conversions is your attribution settings. You can set different conversion windows and attribution rates for CTC and VTC. These will be applied to your aCPA in the dashboard.  Keep in mind that your aCPA accounts for your attribution settings. For example, if you choose to give 50% attribution to VTCs, we’ll reflect that in your numbers. You can also hover over the CPA to see the Post-Click CPA at a glance. This can be a helpful indicator of your percentage of Click to View conversions.

Post-Click CPA

Sort Function in Perfect Audience

Utilizing the sort function can help prioritize high CPA campaigns with one touch. Just click on the column heading and it will sort from highest to lowest CPA. You can easily manage your budget by moving money to the campaigns with lower CPAs. In the example below the weekly budget is higher for the most efficient campaigns.

Sort Function

Evaluation

Once you have launched your campaign and gathered some data, you can refine your benchmark.  If you set your KPI too high and you are not meeting your goal, you may need to optimize toward achieving those goals. If you are still not able to obtain the goal, you may need to consider whether or not you’ve set it too aggressively.

Always remember it is important to define your goals prior to launching a campaign.

 

Erin Toth

Erin Toth is a Customer Success Manager at Perfect Audience. She has experience working across all digital performance media channels including paid search, paid social, and display. She loves excel and hates fraudulent traffic.

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Have you ever noticed a typo in your Facebook ad, or decided to use another image after pressing the “save” button?

Up until now, you would have to create a new ad in order for the typo to be fixed. If you wanted to swap out the old image for a new one, you would have to create a new ad, too.

We are happy to announce today that you can now edit your Facebook ads in Perfect Audience, without creating a new ad. Previously, only the name of the ad was editable after save. Now you can change any field in your right-hand side and news feed ads.

Screenshot 2014-09-16 16.59.33

The stats for your ad will continue to be updated after the edit. Please note that the engagements (such as comments and likes) will not be carried over to the updated ad, however.

We hope this update helps to improve your experience using Perfect Audience. Feel free to share your thoughts with us at support@perfectaudience.com or in the comments below.

Brian Cary

Brian Cary is an engineer at Perfect Audience. He enjoys running, making fresh juice, playing musical instruments, and working on his photography portfolio in addition to building software for the web.

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