Reporting_ Review for Renewals (2022-12-16 12_17 GMT-6).mp4
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00:00Hi, guys. Thanks for joining. I am going to walk through reporting and take a deeper
00:07dive into it with renewals in mind. I hope to give you some actionable items regarding
00:13optimization ideas and just some more concrete information that I think you'll hopefully
00:18find offers a little bit more clarity on some of these details that you're getting to learn
00:23in our platform. So I have this deck here that we will send to you, and I'll be reviewing
00:29this with you while also demoing the dashboard. So to get started here, I just want to give
00:35an overview of kind of some high-level things to know about the platform. First of all,
00:40you can see the links here to get into it. First, log into the main platform and then click
00:44on Analytics. It will take you directly there. Data is refreshed every 24 hours, so today
00:50we're looking at everything through yesterday. Login access can be done in the main platform
00:56in the upper right-hand menu by Register Analytics. If you have questions on that, feel free to
01:02reach out. But you can set up your login for your clients, and they will only have access
01:06to their own campaigns. In terms of printable reports, there are a couple buttons that you
01:12have here. So there's the download product data option, and that is an Excel spreadsheet
01:17download. That can be really helpful to just review everything if you like Excel and kind of
01:23looking at it from that format. Generate report gets you a printable one-sheeter for each product.
01:31So that is an option. We also have, for more comprehensive reports, a template that I will
01:37show you here, and we will send this to you as well. But this is really just set up with
01:42the formatting of dropping in that one-sheeter and then using screenshots to kind of fill in
01:46the gaps of additional information that you might need for a client with a more comprehensive review.
01:52So those are some high-level things to mention. Before I jump in, I just want to explain what we're
01:59going to go through with each product. I plan to talk about optimization ideas and run through it in a
02:05way that I like to do with clients, keeping in mind what is the current performance looking like,
02:11what are the benchmarks and how can we do better? So first, we'll start with display.
02:18In this purple section here, you're going to see performance review ideas. I've started with
02:24these ideas based on what I like to look at kind of first and foremost. With display, I typically look
02:30at placements first. So if I jump into analytics here, I'm going to just click on display, and it will
02:35take me to the overview of the product itself. And then I like to start with placements, because
02:41placements are really one of the quickest ways for us to optimize a campaign or kind of make the most
02:47impact on that click-through rate. So placements are going to give you impressions. If you click on
02:54this sort option here, or if you click on the column header, you can sort it and see the most impressions
02:59where those were served, what the click-through rates are for those. And if I jump back into the deck
03:04here, there's an action for each item. So if you see that some placements have low click-through rate,
03:10you can go ahead and block them on the campaigns page. Same with devices, you can create a helpdesk
03:16ticket to request optimizations on those devices. Creatives review those as well for click-through
03:23rate or any other performance that you see there. Geography, you can add or remove zip codes or geofences.
03:32One thing I forgot to mention is that display includes, or the display tab in reporting includes
03:38display and geofence campaigns. So you're going to get display plus keyword display and addressable
03:44display all in this same section. Everything would funnel through this same place. In terms of the
03:51pixel, what it does is it includes website retargeting. So it allows you to do retargeting.
03:56It allows for view-through tracking and lift. So with view-throughs, if I look at the overview page here,
04:03view-throughs are where they didn't click on the ad, but they visited the website later within 30 days.
04:09Also keep in mind, you can hover over these to see what the definition is of these metrics.
04:14Ad interactions is a pretty common one that we have questions on. This is in-banner video plays.
04:19So if you have a video overlaid on your display ad, that's called in-banner video,
04:25then we would track how many times a user clicks the play button. Otherwise, we track hovers on desktop
04:30devices only. Also keep in mind that this chart here is interactive, so you can deselect certain
04:36sections if you just want to focus on one tactic at a time. Jumping back into the deck here, I wanted
04:44to just also mention what geofence and georecency are, what they mean. It's a frequently asked question
04:49that we have been seeing, and that means that geofence impressions are served while you are in the
04:53geofence. Georecency are the impressions served outside of the geofence or after they leave. So we know
04:59that they've been in the geofence, but we're going to continue targeting them, perhaps when they go home,
05:03and we do that for 30 days with georecency.
05:08Benchmark here is 0.1% click-through rate. I have seen many campaigns higher than that, but our benchmarks
05:13that I'm providing in this deck are really a curated benchmark based on a blend of the industry average
05:19plus what we expect in our campaigns. I would say more so what we expect, right? So we're going to give you
05:24benchmarks that we know are about average or confident that we can deliver on. Anything less
05:30than that, we would definitely want to make some changes. All right, moving on to pre-roll.
05:37The pre-roll tab in reporting includes pre-roll campaigns, standard, the addressable keyword
05:45targeting, and it also includes YouTube campaigns. So if you're running a YouTube campaign, it would
05:50actually fall through the pre-roll section. And if I click on the pre-roll tab here, you can see the
05:58optimization ideas that I have in this deck are very similar to what we have for display with some
06:04tweaks. We don't have geofencing for pre-roll. And then it's also a heavier focus on video completion
06:09rate. So if you look at the quick stats here, you're going to see completions, and then you also have
06:16YouTube views. For a pre-roll campaign, you won't see YouTube views here, of course. And for a YouTube
06:22campaign, there's also not going to be any view-throughs because that's not tracked on YouTube.
06:28Again, the optimization ideas are very similar to what we use for display. Benchmarks are 0.3 click-through
06:37rate, 0.3%. And then for video completion rate, it ranges. 55% is a comfortable rate. We, by default,
06:44optimize for clicks for pre-roll. So if you want to have video completion rate higher,
06:51we can make adjustments to that. So just let our team know that you want to optimize for video
06:56completion rate and just send in a ticket for that. And our team can do so accordingly.
07:02One common question that we get are that, you know, where are ads served? So pre-roll, since we are very
07:08transparent with our placements, you're going to be able to see exactly where those ads are served.
07:12For YouTube, though, it's going to show you YouTube. Because for a YouTube campaign, we're only serving
07:19ads within YouTube. As for the pixel, it includes website retargeting, view-throughs, and lift for
07:25pre-roll. And there's no pixel placement required for YouTube. Moving on to OTT and CTV. OTT and CTV,
07:36there's actually three different models. So there's not just one or the other, there's actually three.
07:40We have OTT, which is 65-35%. What that means is 65% of the devices will be CTV, and 35% of them will be
07:49other devices, desktop, mobile, tablet. OTT Plus is a more premium model, and that will be 90% CTV and 10% other
07:57devices. And then CTV is 100% television screens. For performance reviews, the networks are bigger focus,
08:06right? So you want to see where those ads are being served. If you go into the analytics, you're going
08:10to have a pretty nice visual here for what networks the ads are served on. So that's usually where I
08:17start, just like I do with the other areas. I mean, when I walk through it with a client, I just want to
08:22clarify that I walk through it as kind of the tabs at the top show. But when you're looking at how do we
08:28optimize, how do we make this campaign better? That's where I often look right away at those
08:33networks. So you're going to see top networks here. That means that we're only going to show you
08:38networks that have higher completion rates than 70%. So if you want to see the full list, then you would
08:43click this download product data option, and that will give you a deeper dive into networks in a
08:48spreadsheet format. Going back to the slide here, benchmarks are going to range. So basically,
08:54CTV, you're going to get 95% or higher completion rates. In terms of OTT plus, you can see kind of
09:0270 to 80% and 60 to 70% for OTT. So as you can see, it ranges depending on what model you choose. So
09:10that's really reliant on the model. So just be mindful of that before you go talk to a client and
09:16decide what model you want to go with. Website attribution is kind of the main KPI. So that's what
09:23the pixel can track. And what we can identify is who saw the ad and then visited the website
09:28within 30 days. That is a really valuable metric. So highly recommend getting that pixel
09:32place for all of your CTV and OTT campaigns. Streaming audio is really similar. It's also
09:41programmatically delivered, but we're serving radio, right? So a pixel is required also for
09:46website attribution. We also show retargeting. So if I jump into analytics, I can show you what
09:51that looks like. But again, the website attribution metric is huge and a great way to tell that story
09:57about streaming audio. So you're going to see impressions and retargeting here. And then
10:03website attribution is actually not included in the reporting dashboard. We are going to create
10:08an enhancement for that. So you'll see that eventually, but you can always request that from
10:12our team because it is, again, a very valuable metric. Benchmarks for video completion rate are around
10:2095%. I did a quick scan of current campaigns that we've had running in our system across all
10:25markets. I'm seeing everything higher than 95%. So you can go to that, go to market with that
10:30confidently. As for optimization methods, you can look at placements, devices, creatives, and there are
10:39some action items here for you to review if any of them are not up to par. The main question I hear
10:45for streaming audio is where are they served? What are the placements? So the main thing to know
10:52is I think sometimes it's easier to explain what's not, where we don't serve, and that's Pandora. So
10:58the main one that I hear about is Pandora. Otherwise, we have Spotify and a really strong
11:04access to Spotify. So we see a lot of impressions there. Odyssey, iHeartRadio, Bloomberg Radio, and then
11:09all local radio. So it's kind of an indirect way to get access to all radio in the market. Or
11:16geographically, you can target any custom radio option as well. So it makes for a potentially
11:23nice compliment for the client that needs that strategy. All right, moving on to SEM. For performance
11:32review, the first thing I look at is keywords. Keywords are ultimately going to be a really big
11:38kind of relevancy driver. So if we have the wrong keywords included in a campaign, you're going to
11:45potentially see that performance move accordingly. So you really want to make sure that the keywords
11:52that not only are included in the campaign, but are performing well are accurate, right? So what I do
11:58is I sort by clicks. And the first thing I look at is what keywords are absorbing the most clicks,
12:03because that's what's absorbing the most budget. It's a cost per click model. So if we're seeing
12:08that keywords are not relevant, that are absorbing a large part of the budget, I'd go ahead and remove
12:13those or potentially find a different kind of variation of that keyword if needed. The next thing
12:21I look at is ad groups. And these are also on the left hand side here, you're only going to see
12:27keywords that are applied to each ad group. This is really like an ad group is like a keyword category.
12:32So if you sort through each ad group here, you'll see the relevant keywords for those ad groups.
12:37I don't know that it's always intuitive that those are applicable that way. So I just wanted to make
12:42that clear. Again, for performance, you can look at geography. I know a big focus is phone calls as
12:50well. So if we look at the calls, the call tracking here, first, you want to make sure that call tracking
12:55is enabled. If we get a phone number in the insertion order, we're going to enable call tracking. So it's
13:02usually applied. And we usually always include that call extension as long as we get that phone
13:07number. But if you're not seeing many calls, you may want to ensure that the call is accurate, that we are
13:13using the right phone number. And then we can also enhance phone calls by including call only ads. Those are
13:20like a separate ad format that we can kind of throw into the mix that prioritizes or focuses more on that
13:25phone number on the ad. So that's a good thing to note if phone calls are important for the client. Also keep
13:32in mind the phone calls that you see in reporting are only call tracking from the ad itself. If you want
13:41website calls, so there's really no pixel that needs to be placed, we're going to do that automatically, like I
13:46said, but we do need a pixel for website call tracking, meaning I want to know who clicked on the ad and then click
13:53the phone number on the website. That requires an additional conversion pixel. So keep that in mind
13:58if you need that. Otherwise, the rest of the call tracking from the ad itself, we just need a phone
14:04number and there's no pixel placement required. In terms of benchmarks, you're going to see one, we see
14:10one to 2% as the click-through rate. But this again is really dependent on the industry. We see major
14:16fluctuation between click-through rates and CPCs across industries. So like financial has higher
14:23CPCs. Home and garden has lower CPCs, for example. So it's really a huge influence around that. But
14:30overall, across all industries, we would say one to 2% as average. Looking at performance again,
14:38a frequently asked question is what are the top and absolute top impressions? So when we look at the
14:44keyword performance and we see absolute top and top impressions, what this means is absolute top is
14:49the first position on the page. What percentage of the time are you first position on the page?
14:57Top impressions is everything above organic. So second, third, and fourth position really.
15:03And really what we want to see is second, third, and fourth more often because that means we're
15:08preserving that budget. If we were first position every time, we'd be blowing out your budget. We're
15:12maxing that click or that cost per click. And that would not result in as many clicks because we're
15:18spending more on each click. So we really want to see second, third, and fourth position. That's the
15:23strategy, the default strategy that we go to market with. And speaking of that, the bidding strategy that
15:28we go that we default to is maximizing clicks. So that's what we do by default. If you're experienced
15:35in SEM and you want a different bidding strategy, we're happy to change that and talk to you about
15:39different optimizations for that as well. But usually bidding, maximizing clicks is the way to
15:45go. SEM is a really, you know, can get pretty complex. So I'm keeping this at a high level,
15:54but happy to dive in deeper on any SEM campaigns as needed. Social is Facebook, Instagram, and Messenger.
16:02So you have the option to do Facebook only if you'd like, or Facebook and Instagram only. We cannot do
16:10Messenger only. There's just not enough inventory there. But ultimately, depending on what platforms
16:16you decide to go with, that can be decided on in the insertion order. Some optimization ideas include
16:21reviewing creatives. So I start with creatives because social is such a content-driven product.
16:28You know, performance really depends on how effective that content is and, you know, also
16:34the industry. There's a lot of really good categories for social, and there's also some that struggle a
16:39little bit more in the social landscape because of where their ads are being served. So I really
16:45take a close look at creatives right away. You can also, this section here explains what we can do with
16:51a live link. So you're going to, of course, see creatives in reporting, and you're going to see
16:58a mock-up of that. But if you want to send the client a live link to the ad within Facebook,
17:04it allows them to not only see how it looks in Facebook itself, which is a more accurate depiction
17:09than what we can provide in reporting, but it also will allow them to manage their comments. So we'll
17:16report on engagements, you know, likes, shares, comments, but we don't manage those. So our team,
17:21you wouldn't want them managing or responding to comments for your clients. We leave that up to
17:26your clients. So a good way to make sure they're on top of that is sending them a live link, and you
17:31can just request that from the help desk. They'll send that to you. Otherwise, geography is a good
17:37thing to look at. You know, other ideas would include optimizing for retargeting or looking at
17:43different demographics and interests. In terms of benchmarks, social really ranges, again, depending
17:49on the campaign goal. So if you choose traffic consideration, that's going to result in higher
17:54click-through rates. If you choose reach awareness, you're going to see more impressions, less clicks,
18:01and if you see, or if you choose video completions, this is only applicable for video, of course, but
18:05that would focus more on or optimize more for video completion rates. One thing that's not very
18:12intuitively shown in reporting, and I want to make sure you know, is how retargeting impressions are
18:17translated here. So if you look at these different creatives, some of them I don't have in this
18:23example, but you'll see in a pension, it'll say dash site retargeting or dash Facebook retargeting.
18:29That indicates what ads were served underneath or within those tactics. So if you do want to include
18:35retargeting, we have two different types. We have website retargeting, and that utilizes our standard
18:41pixel that's shown on the insertion order page, or we have Facebook page retargeting,
18:46and there's no pixel required. There's no process required. You just need to tell us that you want
18:49that, and that's defaulted as yes in the insertion order. So it usually is included.
18:54But I wanted to point out this attention on creatives. How we report on that is a little
18:59bit unique. We don't have it in the daily stats. Normally, we'd have a retargeting line item here,
19:05but we can't get it that way because of how Facebook's kind of formatted. So we have it in
19:10the creative sections, which is just a little bit different. Demographics, there's not a ton
19:16of optimization we can do here unless you want us to change the demographic or interest targeting.
19:21That is an option, of course, but we can't really optimize either way unless you tell us
19:25who you're trying to reach is potentially a different audience. All right, I do have a couple
19:32pro tips here. So now that I've gone through each product individually, I want to also mention
19:36sorting the data in each column is really important. So I did briefly show you that, but
19:42when you get into different sections like placements, this is kind of a silly example
19:47because you don't really need to sort here. You can see there's only three, but in a long list of
19:51placements, sorting your columns is really helpful to determine first what placements are getting the
19:57most impressions and then determine click-through rate. If I have a really high click-through rate
20:03or really low click-through rate, but I've only served a few impressions, I wouldn't worry about
20:07it, right? We haven't given that enough chance to deliver. So I really just focus on the ones that
20:12are absorbing the most impressions and make sure that you kind of prioritize those accordingly.
20:18UTM codes are always included in our campaigns. So every product or every campaign, every creative
20:24should have a UTM code applied unless you tell us not to. So the default is that yes, we will include
20:29UTM codes. So usually you will have them set up and that's just something to know because we can go
20:35further in our analytics reviews by having those UTM codes if we have read-only access to the client's
20:41Google Analytics. It allows them to track their campaign performance and behaviors on their website
20:45in a deeper way. Another thing about creatives is that if you want to report on individual sizes,
20:54that is something you would just want to upload individually. So if you want to know what is my
20:59performance on my 300 by 250 ad size, you should upload that individually instead of in the entire
21:05set. If you upload an entire set, that's totally fine, but you just know that individual ad size
21:11performance won't be provided then. It will be provided on as the entire set. So just wanted to let
21:17you know that because you will potentially in some cases have a client that wants that.
21:23There's also some areas of the platform that you're going to see zeros for. And I want to make
21:28sure that you're aware and you don't panic when you see zeros. Offline visits are only going to
21:34populate for geofence campaigns. So as many of you know, we are tracking conversions for offline
21:39conversions for many different products. And we can do that, but most of them are going to be,
21:45or all of them are going to be custom reports, except for geofencing. Geofencing is the only
21:50offline visits that we can report on in the platform. But if you do conversion zone tracking
21:55or offline visits tracking for display, then we would have to send you a report. You have to request
22:01that. So keep that in mind. Viewthroughs are only tracked with a functioning pixel. So it's pretty common
22:08in the early stages of a campaign to not see any viewthroughs. If you still don't see viewthroughs,
22:13definitely check to make sure that that pixel is functioning. In some rare cases, we can have
22:18retargeting impressions deliver, but no viewthroughs. There could be some issue with
22:23configuration. So just make sure you check with our team on that. Website attribution is another
22:28one, or excuse me, I skipped a lift. That requires three months of a functioning pixel before it will
22:35populate. Website attribution is also going to require the pixel, and it can take time to develop.
22:42So, you know, be patient with those because there's definitely churn on when those come in.
22:47As for screenshots, if you're seeing screenshots are not within the date range that you want or not on
22:53the actual website that you want to see it on, you can request that from our team. Allow three days for
22:58that, but our team can, if you send in a help desk ticket, they can get you a screenshot that is more
23:04preferable for you and your client. A couple other things on conversion tracking. So our standard
23:12pixel, which you can download from the insertion orders page automatically, this is what it includes.
23:18It retargeting, viewthroughs, and lift for display and pre-roll, and then website attribution and
23:23retargeting for these streaming products. As for additional online conversion tracking, like form fills,
23:31phone calls from the site, button clicks, thank you pages, those do require additional conversion pixels
23:36that need to be requested from our team. We can't get those to you until the campaign is set up to be
23:42launched or so we have to do that in advance. If you need that in advance, you have to let us know.
23:48SEM is the only product with built-in conversion tracking. So on the reporting dashboard, you will see
23:53conversions for SEM like button clicks on this on the site, but that is the only product that has it in
23:59reporting. Otherwise, you will need to request a custom report for those. And like I already mentioned,
24:05offline conversions, we went through this already, but those are only included in the dashboard for
24:10Geofence. All non-Geofence products do not get the offline conversions in the dashboard and you just need
24:16to request them with a custom reporting request. All right, I whipped through that as fast as I could to
24:22try to keep it quick, short and sweet for you guys, but please reach out with any questions and we are
24:28happy to assist. Have a great day.