Sharing is Caring
Adele knows that. Well, another Sunday, another party. However, this party had a little less touchdowns, and a lot more singing: The 59th Annual Grammy's. Did you miss them this year? No worries, here are the winners, so you can keep up with the water cooler talk.
Speaking of sharing, last time we spoke we were all about AdWeek and what we learned there. This week, we are all about data. From a test that Google ran with 6 Canadian brands, to understanding how to read the data we send about campaigns.
A Show-Stopping Performance
Did your mid-campaign report from your DCS not go over as well as Beyonce's performance at the Grammy's? Well, let's walk you through what you need to do in order to restore confidence in your client that you and the ops team will improve performance before the end of the campaign. Here's how you do it.
1. Start with goals.
What were your client's campaign goals? As you already know, it's crucial to identify the campaign goals before anything goes live. Why? It helps the ops team successfully optimize and encourages repeat and incremental business. Let's say the KPI is clicks. Once this is communicated to your DCS, they will optimise your campaign to the KPI goal to generate the most clicks.
How do you communicate KPIs or Goals to the DCS? Send them an e-mail when you are booking your campaign.
2. Next, look at the IO.
Once you have their goals, go back to the IO and look what was booked for them. Things to look for:
- What ad units did they book? How many and what were the sizes?
- How long is the campaign? What were the monthly targeted impressions?
- Were the ads geo-targeted?
- Were they booking certain sections?
- What was the creative for each of the units?
3. Finally, go through the mid-campaign report
What is the client seeing that they aren't happy about? This is where the goals help out. These are some things to pay attention to on the mid-campaign report:
- What sections did the ads run?
- What were the contracted impressions? What was actually delivered?
- How many clicks were delivered?
- What was the CTR %?
4. Make a plan (aka optimize the campaign)
Now that you understand how the campaign is under-performing, you can guide things along to help deliver on their initial goals. How? By working with your DCS. Drop them an email to communicate what you have discovered, or what your client is not happy about and they will work their magic and provide the optimization tactics.
Magic? Not quite, but you'll have to stay tuned next week to see what the tricks of the trade are.
Don't You Mean Justin?
Sean Spicer was not feeling the love on Valentine's Day. Well, not from Canadians. On Tuesday, during this daily briefing, he called our PM "Joe Trudeau". If you missed it you can read it here or just watch the next SNL episode.
You know who is feeling the love this week? Data. According to a new report Google put out, using data-driven targeting (vs. non-data-driven targeting) can improve brand and conversion metrics (upper + lower funnel), and they use case studies from 6 Canadian Brands to prove it.
Data-driven? Non-data driven?
Google defined these as:
- Data-Driven targeting includes affinity and in-market audiences, reaching people interested in products and services like those your business offers
- Non-Data-Driven targeting are demographics, geography, and context, reaching people based on who or where they are, or what context they are looking at.
What did they do? What did it show?
Now that you understand what they were comparing, I am sure you are thinking, okay what did they test? Well, they took these two approaches and tested their effectiveness by measuring upper-funnel metrics (ie. brand awareness) and mid-funnel metrics (ie. conversion assits).
Below is a skimm of what they found, follow this for all of the deets
- Using 6 Canadian brands including L'Oreal, CIBC, Porter, Amnet, Xpeto, Media Experts, and Mediacom. They tested brand awareness & favourability (upper-funnel) and assisted conversion rate and cost per assist (mid-funnel).
- Both tests showed that using the data-driven was more favourable than the non-data-driven.
- Overall, Google is encouraging marketers run their media programatically, across all platforms and devices in order to have one view of the full user journey.
Check out the full read here: Putting Data-Driven Targeting to the Test with Six Canadian Brands.
Have a nice weekend! Any Comments/Feedback/Suggestions? Send them here.