Did you know that only 11% of marketing decisions are based in data? Hafez Adel, Sr. Director of Marketing with ReTargeter, hosts a webinar on how you can improve your online ad campaigns with the use of data. Hafez is joined by Max Teitelbaum of WhatRunsWhere.com.

1. Using Data to Design Smarter Online
Ad Campaigns
Hafez Adel Max Teitelbaum
Senior Director of Marketing Co-Founder / COO
ReTargeter.com WhatRunsWhere.com

2. Old vs. New Approaches to Advertising
Old Way New Way
Intuitive Methodical
Assumptions-based Data-driven
Spray & Pray Targeted & Precise

3. Marketers Underutilize Data
• Only 11% of decisions are based in data
• Over 50% of marketers rely on past experience
and/or intuition to make decisions
Results?
• Poor ROI
• Wasted time & effort
• No path to improvement
Source: HBR.org, 2012

4. Too Much Data: The Curse of Connectors
• Loves dashboards
• Continuously tracks multiple metrics
• Reactive decision-making

5. Using Data the Right Way: Focusers
• Ties all metrics to core business objectives
• Knows what to ignore
• Balances agility with long-term planning

6. Using Data in the Online Advertising Lifecycle
Planning
Analysis & Campaign
Insights Launch
Measurement

7. Pre-Launch:
How to Use Competitive Intelligence to
Plan Your Online Ad Campaign

8. Post Launch:
Using Data to Optimize Your Campaigns

9. Elements of an Online Ad Campaign
Creatives Placements

10. Optimizing Creatives
• Key Metrics
– Click-through rate (CTR)
– Engagement rate
• Optimization
– Copy
– Graphics
– Call to action
A/B test all three elements to find the sweet spot

11. Creative Performance Over Time
Refresh your creatives every 3 months to avoid banner fatigue

12. Optimizing Placements
Key Metrics
• Interest
• CTR
• Engagement rate
• Conversion rate
• CPA
• Reach & Efficiency
• Impressions
• CPM & eCPC
Performance of Ad Placements = Audience Fit

13. Optimizing Placements (cont’d.)
Conv.
Domain CPM Imps. CTR eCPC Conversions CPA
Rate
Site A $4.00 667,000 0.20% $2 80 6% $33
Site B $5.00 833,000 0.25% $2 146 7% $29
Site C $3.00 500,000 0.10% $3 15 3% $100
Site D $6.00 250,000 0.35% $1.70 70 8% $21

14. Optimizing Placements (cont’d.)
Conv.
Domain CPM Imps. CTR eCPC Conversions CPA
Rate
Site A $4.00 667,000 0.20% $2 80 6% $33
Site B $5.00 833,000 0.25% $2 146 7% $29
Site C $3.00 500,000 0.10% $3 15 3% $100
Site D $6.00 250,000 0.35% $1.70 70 8% $21

15. Optimizing Placements (cont’d.)
Conv.
Domain CPM Imps. CTR eCPC Conversions CPA
Rate
Site A $4.00 667,000 0.20% $2 80 6% $33
Site B $5.00 833,000 0.25% $2 146 7% $29
Site C $3.00 500,000 0.10% $3 15 3% $100
Site D $6.00 250,000 0.35% $1.70 70 8% $21

16. Using Data to Design Smarter Online Ad Campaigns
• Using data limits your risks and creates better ads
from the beginning
• Data allows you to optimize your existing campaigns
and guide future tests
• Creative optimization is a highly iterative process;
A/B testing can produce superior results
• Analyzing site placement performance can help
guide your ad spend for maximum ROI
• Data-driven thinking can be applied through the
entire advertising lifecycle