How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
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3 ways you're wasting your biddable media budget... and how to fix it!
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3 ways you’re wasting your biddable
media budget….and how to fix it!
Sarah Barker
Head of BiddableMedia, Stickyeyes
@Stickyeyes Sarah Barker
4. A quick intro…
Sarah Barker
• Head of Biddable Media.
• This team covers Paid Search and Paid Social,
but works closely alongside our Programmatic
and Organic teams.
• Working across a range of clients, most
notably in Retail, Finance and Gaming sectors.
• My job is to help develop overarching,
innovative strategies to help clients get the
most bang for their buck.
7. The Goldilocks
Problem
Understanding our target audience is vital for
any successful biddable media strategy – after
all, our audience should be at the heart and
centre of what we do.
However, we often find that brands that come
to work with us either have little understanding
of their audience, or have a much too refined
and niche view.
8. What happens
when it’s too big?
Many brands often have little understanding of their
target audience and therefore are targeting too
broadly. This means wasted budget on users who are
unlikely to ever take our desired action.
We most often see this across Paid Search, where
the keyword is still king, and marketers aren’t making
use of Google or Bing’s robust audience targeting
features.
9. Financial Services Example
THEIR
AUDIENCE
WHO THEY
TARGETED
THE
ISSUE
As they were a
supermarket who
offered financial
services, their
audience was deemed
to be anyone who
shopped at the
supermarket – that’s a
lot of people!
Given there was no
granular
understanding of who
this audience was,
they had no level of
audience targeting
across paid search
activity.
Where budget was
limited, daily caps
would often be
reached. But we
could not guarantee
that budget was
spent on the right
people.
10. What happens
when it’s too small?
When defining our target audience, it’s all too easy to
become too specific. This could leave us with a tiny group
of users to target, and ignores others who could be crucial
to our business.
This usually happens across paid social channels, where
brands develop preconceived ideas of who their audience
is and is reluctant to target outside of this. However, this is
the bi-product of inflating CPCs and reducing the impact of
the platform algorithm.
11. Abercrombieand FitchExample
THEIR AUDIENCE WHO THEY
TARGETED
THE
ISSUE
Famously, A&F saw
their audience as
young, attractive, slim
potential customers.
Even down to their
sizing, their audience
wasn’t inclusive, as
they didn’t go up to
large and used only
young attractive
models.
This means that they
were excluding a huge
potential audience for
vanity reasons. Plus,
their target audience
was perhaps more
aspirational than
realistic, restricting
traction.
12. Profiling Methods We Use
PRIMARY
RESEARCH
SECOND PARTY
DATA
THIRD PARTY
TOOLS
PROPRIETARY
TOOLS
PINPOINTQUESTIONAIRES EXISTING RESEARCH ANALYTICS
FOCUS GROUPS
OBSERVATION
INTERVIEWS
FACEBOOK
GWI
YOUGOV
MOSAIC
BRANDWATCH
FOLLOWERWONK
MOMENTS
AMP
CONNECTIONS
CUBE
RARE
13. Audience Profiles
ACTIVITIES & INTERESTS
Analyse the types of activities that your target
users are engaged with whilst online on a
frequent basis, this helps us to further
establish what they look like as a rounded
person – even if it doesn’t directly correlate
with your brand!
VALUES
This is a key element that helps us to understand
people’s motivators and why they build
relationships with brands. By connecting with
likeminded users, we maximise the impact of our
ads and content.
DEMOGRAPHICS
If core to your business, we’d also recommend
outlining demographics. However, it’s best to keep
these relatively top line to avoid stereotyping and
ignoring potential customers.
BEHAVIOUR
How does your audience behave online and what
is their typical conversion path? Can we break it
down into certain key targetable moments?
The 4 key areas we must understand in order to have a complete picture of our target
audience that can be leveraged holistically across channels.
14. Targeting Available
DEMOGRAPHIC
/FINANCIAL
Google Bing Facebook LinkedIn Twitter
INTEREST/AFFINITY Google Facebook Facebook LinkedIn Twitter
IN MARKET Google Bing
BEHAVIOUR Facebook Twitter
CONNECTIONS Facebook LinkedIn Twitter
EVENTS Google Facebook
PROFESSIONAL Bing Facebook LinkedIn
REMARKETING LISTS Google Bing Facebook LinkedIn Twitter
SIMILAR USERS Google Facebook LinkedIn Twitter
15. Brand
Competitor
Head Term Generic
Long Tail Generic
Brand Plus
Demographic
s
Affinity
In Market
Previous Customer
Similar Audience
Age
Gender
Location
Parental Status
Apparel
Vehicles
Beauty Products
Electronics
Home Insurance
Finance / Loans
UK / EU Trips
Used Cars
Value
Engagement
Frequency
LTV
Value
Engagement
Frequency
LTV
Paid Search Example.
KEYWORD FOCUS INTEGRATED APPROACH
AUDIENCE
CENTRIC
APPROACH
HEAD TERM GENERIC
LONG TAIL GENERIC
COMPETITORS
BRAND PLUS
BRAND
16. Paid Social
Example
The core audience
strategy filters
down into the
social structure
with a campaign for
each targeting
type, reflecting a
stage in the user
journey.
CORE
AUDIENCE
STRATEG
Y
DEMOGRAPH
IC
SIMILAR
USERS
SIMILAR
USERS
REMARKETIN
G
AGE
GENDER
LOOKALIKES 1%
LOOKALIKES 3%
LOOKALIKES 5%
VIEW / ADD LAST 7
VIEW / ADD LAST 30
LOWER
INTENT
HIGHER
INTENT
LOOKALIKES 7%
LOOKALIKES 9%
VIEW / ADD LAST 100
SIMILAR BRANDS
RELEVANT INTERESTS
LOCATION
RELATIONSHIP
18. The impact it has.
Understanding where the users are within the conversion journey.
Cost
Interactions required to apply.
Higher
Higher
SIMILAR USERS
INTEREST/AFFINITY
IN MARKET
DEMOGRAPHICS
ONLY
NO AUDIENCE
REMARKET
20. The Silo Problem
Whilst a single view of audience targeting helps to unite biddable channels, channels operating in a silo
approach from their organic counterpart leads to overlap and conflict and ultimately wasted spend.
PPC SEO
PAID
SOCIAL
ORGANIC
SOCIAL
21. In the view below, PPC is likely to be redirecting ‘free’ organic traffic through a paid ad. This inflates overall costs
unnecessarily.
PPC / SEO Cannibalisation
22. Equilibrium
PAUSE KEYWORDS ACTIVATE KEYWORDS
When we rank position 1
organically and there is no
search competition and
shopping results are not
displayed.
When we either don’t rank
position 1 organically or
there are search
competitors present or
shopping results are
displayed.
24. Paid Social v Organic Social
PAID PAIDORGANIC ORGANIC
Unless you’re using negative audience lists, your paid and organic social audiences are likely to be similar. It is
therefore important to ensure a consistent tone of voice, or risk wasting budget on mixed messages.
25. One Social
UNDERSTAND
WHO WE
TARGET
SHARE CREATIVE LEVERAGE
SIMILAR
INFLUENCERS
Consider whether we
want existing, engaged
followers to be
included in Paid
targeting. Will this
cause conflict, or will
they complement each
other?
Where possible,
consider what creative
could be used across
both. But perhaps with
different cuts or
variations to suit each
medium.
It is now possible to
push influencer
organic posts as paid
ads. This makes the
budget you used for
organic influencer
activity work that little
bit harder.
27. The Attribution Problem
Traditional last click measurement attributes all credit to a
single touchpoint, and leads to favouritism of the latter
part of the journey.
3rd
BRAND
PPC
GENERIC
SEARCH
FULL
CREDIT
FACEBOOK
AWARENESS
4th
GMAIL 5th
SHOPPING
6th
FACEBOOK
REMARKETING
NO
CREDIT
2nd
YOUTUBE
1st
NO
CREDITNO
CREDIT
NO
CREDIT
NO
CREDIT
NO
CREDIT
28. What this leads to…SPEND
CONTRIBUTION TO GROWTH
BRAND PPC
FACEBOOK
REMARKETING
SHOPPING
GMAIL
GENERIC
SEARCH
YOUTUBE
FACEBOOK
AWARENESS
High
HighLow
30. A Fairer View
Develop an understanding of the contribution
and cost of each touchpoint in the journey for
fairer credit and an understanding of overall
CPA.
YOUTUBE
£1.20
3rd
BRAND PPC
GENERIC
SEARCH
£0.20
FACEBOOK
AWARENESS
4th
GMAIL 5th
SHOPPING
6th
FACEBOOK
REMARKETING
£0.40
2nd
1st
£0.35
£1.00
£0.50
£0.60
Cost per acquisition based on all
digital touchpoints:
£4.25
31. What this leads to…
SPEND
CONTRIBUTION TO GROWTH
BRAND PPC
FACEBOOK
REMARKETING
SHOPPING
GMAIL
GENERIC
SEARCH
YOUTUBE
FACEBOOK
AWARENESS
High
HighLow
33. Variable Targets
It is vital to have an understanding of whether a customer is new. Acquisition of new customers will naturally have a higher cost
association. But these customers are crucial to business health. Therefore, this should be factored into variable targets.
SPEND
CPATARGET
ACQUISITION ACQUISITION
NURTURE NURTURE
High
Low
High
Low
60%
40%
£40
£25
34. Test budget isn’t
budget wasted!
Once our activity reaches a place of comfort,
we are often led into thinking that we can
maintain a static approach and avoid the risk
of budget wastage.
However, the marketing landscape is always
changing, and therefore this approach will
lead us to fall behind. Smarter use of spend
therefore allocates specific test budgets to
help answer key marketing questions.
What are my most profitable generics at scale?
What is the incrementalism of my Facebook campaigns?
Can we successfully leverage new ad formats?
Are YouTube viewers likely to come back through brand?
What type of message generates the highest ad recall?
35. Want more
insight?
Download our free whitepapers and sector reports at:
https://www.stickyeyes.com/resources/
Subscribe to our YouTube Channel to catch our new
video series.
Sign up to our emails to be the first to receive new digital
insights.
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