Digital Sales Solutions
How Do I Measure My Campaign’s Performance?
Robyn Jacobs-Spaulding, Internet Broadcasting
June 2011
1
Introduction
• Utilize IB Reporting Suite
• Understand & Forecast
Inventory Accurately
• Track & Optimize Campaign to
Ensure Delivery
• How Google Analytics & DFP
Can Help
2
Meet Dana the AE …
Dana is working on securing
new business with
McDonald’s.
We will walk through what
reports & tools Dana can
use to ensure she gets the
most money out of her
new campaign.
3
Today’s Agenda
• What Should Dana Do Before Her Campaign is
Sold?
• What Should Dana Do While Her Campaign is
Running?
• What Should Dana Do After Her Campaign has
Ended?
• Summary & Questions
4
What Should Dana Do Before Her Campaign is Sold?
5
Forecasting Impressions
Before she can sell the campaign, Dana needs to understand
how much inventory her website has available.
What is an impression?
im·pres·sion [im-presh-uhn] –noun
A single display of online content to a user’s web-enabled
device; a single appearance of an advertisement on a web
page.
IB uses DFP, our ad server, to predict forecasted impressions &
track booked inventory.
• DFP (DART for Publishers) is an ad server which enables us to
manage, serve, and track ad delivery.
• It offers detailed inventory forecasting, an efficient trafficking
workflow, advanced targeting capabilities and tools for comprehensive
reporting.
6
What Tools Should Dana Use to Forecast
Impressions?
•
6-Month Inventory Forecast
•
Avails On Demand
•
Google Analytics
7
6-Month Inventory Forecast
•
Quick way to look at inventory
without pulling a report from a
website
•
Forecasted, available & booked
inventory for IAB & Video Pre-roll
Ads
•
Can break down by section & month
•
Link to report is emailed every
Wednesday or can be found under
“Reporting Suite” in WebScan
* Please contact your Campaign Specialist if you would like to receive this report.
8
6-Month Inventory Forecast FAQs
How does the Inventory Forecast Report forecast?
This report is a forecast based on 7 days of historical delivery data,
therefore actual available impressions may differ from reported
impressions based on future site traffic and ad position availability.
What are booked impressions?
Booked impressions are impressions entered into the system as a set
impression goal. They will show up on the report after your WebScan
order has been approved & processed by IB.
What is not counted in the report?
Sponsorships, which are entered in the system as “weighted” or
“exclusive”, are not counted in the report. For example, if my client
has an exclusive Leaderboard Ad on the Homepage for one day, the
impressions it will receive are not reflected as “booked impressions”.
9
6-Month Inventory Forecast FAQs
My impressions
Do
site has a Leaderboard
equal pageAd
views?
and 2 Medium Rectangle Ads
No.on
Once
a user
gets to Iasee.
page,
that
all of
the pages
Can
I is one page view. But on that page
there
maypage
be a Leaderboard
take our
views and Ad (1 impression), Medium Rectangle Ad (1
impression)
and3 Wide
multiply it by
to getSkyscraper Ad (1 impression).
available ROS impressions?
No. Even though most pages on your
site are built the same, with the
same number of positions, there
are pages that are different. Some
homepages only have 1 Medium
Rectangle Ad or just a Leaderboard
Ad. The best way to estimate ROS
impressions is from our 6 Month
Inventory Forecast or Avails on
Demand as the numbers are from
DFP, our ad server.
10
Dana has looked at the 6 Month Inventory
Forecast but it is Monday and she wants
a more timely look at inventory.
She knows to turn to the Avails on Demand
tool within WebScan for this data.
11
Avails On Demand
•
Pull inventory for IAB & Video Pre-roll Ads
by month & section.
•
Updated through yesterday.
•
Access is found in WebScan – under the
“Ad Reporting” section.
12
Dana used the 6 Month Inventory Forecast and
Avails on Demand to estimate the number of
Medium Rectangle, Leaderboard & Pre-Roll
Video Ads she can offer McDonald’s.
The client is also requesting a Hover Ad. Dana
knows she can use Google Analytics to give
McDonald’s an estimate of how many
impressions they could receive.
13
Using Google Analytics for Forecasting
• Google
Estimate Analytics
how many impressions
a rich media
unit,traffic
such asand
a Hover
Ad
is how IB tracks
website
counts
or pageviews,
Pushdown Ad,visitors
will receive
& more. Each page on IB’s websites
includes
a Google
tag which
records the user
• Forecast
impressions
for Analytics
a fixed or weighted
position
activity and complies it within the Google Analytics
• Estimate how many impressions a client would receive if they choose
website.
to geo-target their campaign
http://www.google.com/analytics/
14
Dana Wants to Sell a Hover Ad …
How can she find out how many impressions she can estimate
the ad will receive if it is running on the News front page?
• Once you log in to Google Analytics, from the dashboard click on
Content in the left navigation.
• A sub-navigation will drop down – click on Top Content.
15
Dana Wants to Sell a Hover Ad …
• Next you will see the pages on the site with the most traffic. Google
knows the website so it leaves it out of page name
(i.e. http://www.ibsys.com)
• Dana would look at the line “/news/index.html” = News front page
• Dana wants to take the Unique Pageviews in the news index line
16
Dana’s Client Wants to Geo-Target …
How can she estimate how many impressions her client would
receive if they choose to geo-target their campaign?
http://www.google.com/analytics/
17
Dana’s Client Wants to Geo-Target …
How can she estimate how many impressions her client would
receive if they choose to geo-target their campaign?
• From the dashboard, click on Visitors in the left navigation.
• A sub-navigation will drop down – click on Map Overlay.
18
Dana’s Client Wants to Geo-Target …
•
Dana’s client wants to only run in El Paso. In Google Analytics she will need to
drill-down until she reaches the city level.
• She should click on United States, then Texas and then she will see the traffic
by city.
19
Dana’s Client Wants to Geo-Target …
•
Once she clicks on El Paso details for that city load. The part she wants to look
at is the visits and the % of Site Total.
• For her site, El Paso traffic is 56% of the overall total. If Dana has 100k ROS
impressions available and McDonald’s only wants to run in El Paso, she can give
them 56k as an estimate for the ROS impressions available if the campaign is
geo-targeted.
* This data can only be pulled by city, state or country. GA does not record visits by
DMA, zip code or area code.
20
Things to Consider When Forecasting Impressions
•
Special targeting: dayparting, geo-targeting,
frequency capping – adding any of the above to your campaign will hinder
the impressions available and make reaching a goal more difficult.
•
Third-party tracking – when an advertiser uses a third-party vendor for
their tags, almost always their tracking differs from ours, and it’s usually they are
seeing less. A good rule of thumb is to pad 10-15% more impressions to the total goal
to make up for any discrepancies. 3rd party will only pay you what THEY see delivered!
•
Other campaigns (exclusive, weighted) – if I’m interested in
running my campaign on the homepage but another advertiser has a takeover there,
no impressions will be available to me.
21
What Should Dana Do While Her Campaign is Running?
22
Reporting Suite
There are multiple reports from the Reporting Suite Dana will be
looking at while her campaign is live to ensure it runs smoothly.
•
Campaign Status Report
•
Campaign Pacing Report
•
Optimization Report
23
Reporting Suite
The IB Reporting Suite provides multiple access points to allow you to track the
progress of your campaign – from production to completion.
Visit the Reporting Suite Dashboard in WebScan to view all archived reports
24
Campaign Status Report
•
Allows Dana to track her
campaign to ensure an on-time
launch
•
Shows status of all campaigns
currently in production or
trafficking
•
Highlights campaigns ending in
next 10 days
•
Delivered every weekday via
email or in the “Reporting Suite”
within WebScan
* Please contact your Campaign Specialist if you would like to receive this report.
25
Campaign Pacing Report
•
Dana uses this to track each flight
within her campaign and easily
see if flights are falling behind
•
Shows campaign pacing by line
item for the current month
•
Reflects ad delivery exported
from DFP as of the end of two
days previous
•
Delivered every weekday via
email or in the “Reporting Suite”
within WebScan
* Please contact your Campaign Specialist if you would like to receive this report.
26
Optimization Report
•
Every week Dana and her
management team will look over this
report together to see if her campaign
is in jeopardy of losing money due to it
pacing behind.
•
The Optimization Score is the daily
revenue at risk due to the level of
under-delivery for the current month. A
score of 0 or a negative score means
the line is on pace to deliver in full.
•
Applicable to those groups who enter
dollar information in to WebScan
•
Delivered every Monday via email or in
the “Reporting Suite” within WebScan
* Please contact your Campaign Specialist if you would like to receive this report.
27
Using DFP (DART for Publishers)
Dana knows she can also utilize our ad server to track her
campaign’s performance even further.
DFP (DART for Publishers) is the system IB uses to
serve each ad campaign. DFP is one product of the ad
serving giant DoubleClick, which is owned by Google.
Popular sites that use DoubleClick include YouTube,
Amazon & Yahoo.
28
DFP (DART for Publishers)
Utilize our ad server to track your campaign’s performance
• Log in to DFP - click on “Trafficking”.
• A search box will pop up. Type in the name of your advertiser before
the asterisk. If you only know part of the name you can put in the first
few letters.
http://dfp.doubleclick.net
29
DFP (DART for Publishers)
Utilize our ad server to track your campaign’s performance
• Find the advertiser you need and click on it.
• All orders for that advertiser will load. Click on the “Order ID” for the
campaign you want to look at.
30
DFP (DART for Publishers)
Utilize our ad server to track your campaign’s performance
• You will see all of the flights that have been entered in WebScan – the
line name, impressions & dates all come straight from the WebScan
order
31
DFP (DART for Publishers)
What should Dana be looking for to ensure her
campaign delivers in full?
OSI – On Schedule Indicator
100 is on pace – if the OSI is below 90 Dana might want
to make adjustments to increase delivery
32
DFP (DART for Publishers)
Dana sees her campaign is pacing behind. What can
she do to help it deliver in full?
1.
Consider limitations which might be hindering delivery:
• Geo-targeting
• Frequency cap
• Dayparting
• Placement (only running in specific sections)
• Other exclusive or weighted campaigns – these will run before
impression based campaigns
33
DFP (DART for Publishers)
Dana’s campaign is pacing behind. What can she do
to help it deliver in full?
2. Optimize! Either via a WebScan change order or her Campaign
Specialist, Dana can make the following changes to her existing
order:
• Increasing priority (ask her Campaign Specialist)
• Remove special targeting i.e. geo-targeting or freq cap (WebScan
change order)
• Add sections the flight is targeted to (WebScan change order)
• Extend campaign flight dates (WebScan change order)
34
What Should Dana Do After Her Campaign Has Run?
35
Dana knows there are a few easy things she can
do to provide McDonald’s with useful data
after the campaign is over. Along with giving
them great information Dana knows this will
help with a renewal.
1. Creative Display Report
2. Understanding the Click-through Rate
3. Finding Pageviews in Google Analytics
36
Creative Display Report
• IB-built tool to help you deliver
the client’s performance in an
easy to read & easy to pull
format
• Shows ad campaign
performance with images of
the creative
• See which sizes, images and
messages are performing best
• Delivered on-demand: send a
CSV pulled from DFP to an
email address and receive the
report as a link in seconds
* Please contact your Campaign Specialist to learn how to pull the CSV report in DFP.
37
Creative Display Report
• The
If youCampaign
click on any of the
“Creative
Names”
Specialists
label the
each
report
willwith
bringthe
youproduct
to that
creative
creative
below.
name and
any
descriptors
• applicable
BEST PRACTICE
– send
such
creative
this toas
thedate
clientorthroughout
theme.
Thesenot
labels
the campaign,
just at
become
the end. the “Creative
Name” in this report.
38
Dana Has Pulled Her Creative Display
Report …
How does she know if the results are successful?
39
Click-through Rates
What is a good click-through rate?
•
US average click-through rate is 0.07%.*
• Online video ads experience click-through rates ranging from 0.4% to
0.74%.
• As a rule of thumb: RM placements, pushdowns, and all other "out
of box" placements are about double the IAB's.
• In Q1 2011 the IB Hover Ad averaged a 1.20% click-through rate
compared to the 0.07% average US click-through rate.
• A ‘fixed’ ad will garner high impressions but the click-through rate
will be low as a user will not click on each time they receive it.
Know Your Client’s Goal & Measure of Success
*Source: http://www.mediamind.com/Data/Uploads/ResourceLibrary/MediaMind_Global_Benchmark_Q4_2010.pdf
40
Dana Has Pulled Her Creative Display Report …
And the client notices there are third-party
discrepancies – what can be done to prevent this?
• When entering the order in WebScan, pad 10-15% of the total
impressions. One option is to add it to the original goals. Or you can enter
additional lines with the padded impressions and $0 for the CPM to
accurately reflect revenue.
• All third parties have different ways of implementing their tags – if they
don’t give us instructions it could throw off the reporting. Request
implementation instructions at the beginning to avoid losing money in the
end.
• IB also suggest running DFP Internal Redirect tags for the ads if possible.
If you can request this from the client these often mean the discrepancies
can be less.
41
Dana’s Campaign Included a Single Page Ad …
Can she see how much traffic went to the page?
YES!
By using Google Analytics she
can see how many
pageviews the page had –
and more!
42
Dana’s Campaign Included a Single Page Ad …
• From the dashboard, click on Content in the left navigation.
• A sub-navigation will drop down – click on Top Content.
• Make sure the right dates are selected and they match the live dates
of the campaign.
43
Dana’s Campaign Included a Single Page Ad …
• Dana’s client’s page URL is
http://www.ibsys.com/sponsors/27783642/detail.html so she is going
to copy those eight digits – 27783642.
• Dana will put that number in the search box at the bottom of the page.
44
Dana’s Campaign Included a Single Page Ad …
• Once she hits Go the data for her page will compile.
• She can find the pageviews, unique pageviews & average time on
page – good data to take to the client!
• She also has the option to export the data to send to the client.
45
Dana’s Campaign Included a Single Page Ad …
• IB also suggests adding a Clicktracker in WebScan when ordering a
Contest Page or Single Page Ad. The IB team will implement the
Clicktracker and DFP will track the clicks from the page to the linking
URL provided.
• Within the order in DFP you are able to find the clicks. This are direct
leads – very valuable information for the client!
46
Steps Dana Took to Success …
1.
Forecasted Correctly – using the 6 Month Inventory Forecast,
Avails on Demand & Google Analytics Dana provided her client
with smart & accurate goals.
2.
Tracked Diligently – throughout the campaign Dana used the
Campaign Status Report, Campaign Pacing Report,
Optimization Report & DFP to ensure her campaign would deliver
as sold. The flights started pacing behind so Dana optimized her
campaign and all goals were met.
3.
Compiled Data – after the campaign ended Dana pulled a Creative
Display Report and walked through it with the client, answering
questions on what the numbers meant. She also pulled traffic using
Google Analytics, tracked clicks using DFP and the client was
very impressed.
47
Dana has secured more business with
McDonald’s because she used the
reporting tools that are always at her
fingertips.
48
Questions?
THANK YOU!
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This session will teach you all about Search Engine Optimization & Marketing and how you can
incorporate them into your meeting. We will also review CPC campaigns and how your site can
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Monday, June 20 1pm CT
Friday, June 24 8:15am CT
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