Audience Extension
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FunTranscript
00:00Okay, so we are going to go over what a report will typically look like
00:14whenever your client has an audience extension display campaign running through Beasley.
00:21What is included in a report is going to be based upon what tactics are running in the campaign.
00:27So, for example, if your client has signed up for a search keyword contextual retargeting campaign,
00:35then it makes sense you're not going to see any sort of metrics for a geofencing campaign.
00:40Basically, what you signed up for is what you get.
00:43Now, on the cover page, there's always going to be the name of your client.
00:47In this case, we have a made-up one called Beasley Media Group.
00:51And then the second page is going to show you some really good information just to start off with.
00:57Top right-hand corner, you're going to have the date range of the time frame that this particular report is, well, reporting on.
01:08You'll also be able to see when this report was created.
01:11At the very beginning, there's going to be a brief breakdown of the naming as well as the descriptions for what each type of target means.
01:19Or not target, what each type of tactic means.
01:24So, this is a really great reference for both yourself and your client as you're going through the report.
01:29You'll be able to see kind of like our naming.
01:32When we go into the system and name the campaigns, we don't type out the word search.
01:36We use our own little keywords or jargon to kind of make it a shorthand version, which we'll get into in just a second.
01:43But either way, very first page is going to have a really good breakdown of the kind of lingo that you'll be seeing throughout the rest of the report.
01:52And then, for our first set of meaningful data, every report basically starts off with showing you the key performance indicators or the KPIs for the entire campaign.
02:08So, this is going to be a combination of all the tactics that have been running for this client as far as audience extension is concerned.
02:15So, typically, the KPIs are going to include impressions, clicks, CTR, which stands for click-through rate, as well as any online or offline conversions if the campaign is tracking that.
02:32So, an example of an offline conversion is going to be right here with our weighted actions.
02:37So, a weighted action means that there was a person who has delivered the ad, right?
02:46They saw the impression.
02:47And then, after seeing the advertisement, they physically walked into your client's center.
02:54So, for example, this could be somebody online who saw an advertisement for your client who happens to be a restaurant, and then they physically walked into the restaurant.
03:04That is a weighted action.
03:05And then, a weighted action, again, is an offline conversion.
03:11You can also have online conversions, which basically just means did this user and how did this user interact with your client's website?
03:22We report on, there are a couple different online conversions we can do.
03:26One is the view-through, and one is also called the click-through.
03:33Let's see.
03:34So, for the view-through, this occurs when a user sees your advertisement and then converts online.
03:42Click-through is when a user clicks on your advertisement and then converts.
03:47So, for example, view-through could be they saw your advertisement, but they didn't click on it right then and there.
03:52But later on, they did go ahead and visit the website and do some sort of measurable action, like clicked on the schedule your appointment button.
04:02Whereas, the click-through conversion is exactly what it sounds like.
04:06They saw the ad, clicked on it, and then clicked on something meaningful in the website.
04:09These online conversions are pretty few and far between at this point in time, simply because there is historically a little bit of, or they can be a struggle with having the client place pixels correctly on their website.
04:28So, a lot of times, people will not even bring up these online conversions.
04:33It's just another way to show some ROI for your client when they're signing up with these audience extension tactics.
04:39Not necessary, but it's good to know that they're there.
04:44Next, we will have a breakdown of the different types of tactics that are running for this current campaign.
04:51So, for example, in the month of July 2021, the client, Beasley, was running four different types of tactics.
05:00And this is where that initial sheet that broke down what each little definition is.
05:04That's when this can come in handy.
05:06So, you can see AGF stands for addressable geofencing.
05:10We talked about this one already.
05:12We don't type out the whole word search.
05:14We do search slash keyword.
05:16Site is pretty understandable.
05:18It's when you're retargeting the website.
05:20And then, GF is geofencing, which is different from addressable geofencing.
05:26Hopefully, earlier training has explained that to you.
05:29The benefit of seeing the breakdown of each individual tactics performance, though,
05:34is it lets you and your client get a really good idea on how are people responding to each individual tactic.
05:42We, as the admins and creators and managers of the campaigns, we can tell the system how many impressions go to each tactic.
05:50But we cannot determine how many clicks go or come through from each tactic.
05:58So, this is a really good way to look and see, hey, our addressable geofencing has the highest CT rate out of all of our tactics.
06:04Let's go ahead and put some more impressions over to it.
06:06It has a really good ROI for us.
06:08Versus with the search right here, you know, maybe we should take some of these search impressions and move them on over to the addressable geofencing
06:19because search has the lowest click-through rate versus, you know, we should reallocate some of those impressions over to the tactic that has the highest click-through rate.
06:29Again, you don't have to go into super, super detail with your client when analyzing all of this,
06:35but it's always better to be over-prepared than under-prepared.
06:39The next section you'll see on your report is going to be a breakdown of device performance.
06:44We can tell what device someone was on when they were delivered an impression, whether that's mobile, desktop, laptop, or tablet.
06:53And, of course, we can further break down that information into clicks and click-through rate.
06:57Now, we do have, when we set up these tactics, even though it's a display tactic, there are dedicated spots for display ads within connected TV inventory.
07:13Therefore, you will likely see a small amount of impressions under the connected TV category listing, although it is not actually a connected TV campaign.
07:24So, if you don't want to have them, any of the impressions delivered to the connected TV,
07:31you can definitely let your team know that you'd like to have CTV removed completely from a display campaign,
07:36and we could make those changes on our end.
07:39Nothing at all to worry about.
07:41So, besides the listing and breakdown of each device and their performance,
07:46we also have this very nifty little graph, always nice to have a visual.
07:49Next, we're going to get to each report based on tactics.
07:55So, we break it down even further.
07:58When your client is running a search campaign, they'll be able to see what the performance of their top performing keywords.
08:06This report shows the top keywords by either impressions delivered or by clicks.
08:11And this report typically also comes with definitions of what an optimized audience is,
08:17what a percent 21 or an exclamation point means in front of a keyword.
08:24So, in this particular example, you are seeing a lot of words that have the percent 21 in front of them.
08:30Sometimes, instead of that percent 21, it'll be an exclamation point.
08:33And keywords that have either of these characters before the words means we are targeting not only that specific word,
08:41but words that are categorically related to it because we don't want to miss out on any potential audience
08:46or any potential user who should be delivered an impression.
08:51Sometimes, you'll also see, there's not an example in this particular slide,
08:56but sometimes, you'll also see something where it says, you know, it'll say not just jobs,
09:02but it'll say jobs optimized audience.
09:05An optimized audience, it's a list curated by the Beasley team of users
09:11who are showing interest in the given category and are known to click on display ads.
09:15So, anyone in an optimized audience, it doesn't necessarily mean that they have looked up any of the keywords
09:22in your client's keyword list, but it does mean that based off of their previous behavior,
09:28they are very good candidates to appreciate and respond to the ad.
09:37So, moving right along, for our geofence campaigns, we, or for the report on the geofence performance,
09:45we show a geofence target location breakdown as well as KPIs as well as the conversion zone breakout
09:55if the client is tracking foot traffic.
09:58For example, in this report, we have the list of all the different locations that we are physically targeting.
10:04This could be the client's competition or similar businesses.
10:08We're able to see how many impressions were delivered to people who had visited any of these locations
10:14as well as their KPIs, their click-through rate.
10:18And then the really great thing about geofencing is if your client has a conversion zone,
10:24we can track how many people saw an advertisement or were delivered an impression
10:28and physically walked into your client's store.
10:32So, for example, in this report, we can see that one person from Autism Bridges
10:36became a geofence conversion,
10:38meaning that this location is probably a really good candidate to continue.
10:44As the campaign continues, we definitely want to make sure that that location is continued to be targeted as well,
10:49since it's already produced at least one potential new customer coming through your client's doors.
10:54The next report that we have is specific for addressable geofencing.
11:03And in this report, we show a zip plus four report,
11:06which shows performance based on the zip code in the areas that we're targeting.
11:11So, we really cannot get more granular than this,
11:14just because we're not only showing in this particular zip code
11:20how people are responding to your client's advertisements,
11:24but we're saying in this particular part of the zip code, right?
11:28So, like this particular part of 01603
11:32is responding just a little bit different than this particular part of 01603.
11:38Again, the most granular we can get.
11:40And of course, with this one as well, with our addressable geofencing,
11:47there's not an example on this particular slide,
11:50but if your client has a conversion zone where we are tracking foot traffic,
11:54we'll also be able to see weighted actions in this report,
11:57just like how we can see conversions and weighted actions over here
12:01on our geofence performance report.
12:07Sometimes you're...
12:09Oh, here we go.
12:09So, here's an example of that.
12:10With the weighted actions, we're able to see those based on the city.
12:15And again, this is just another version of this report up here.
12:26For search and site campaigns,
12:29we will show a location performance report
12:32breaking out where a user is being targeted and clicking on the ads.
12:36Something to note, a location report is only for any non-geofencing tactics.
12:42So, for your geofencing and your addressable geofencing,
12:45we'll be receiving reports that look like this.
12:51For our search and our site tactics,
12:53you'll be receiving a location report that looks like this.
12:56So, it's not able to get as granular as the addressable geofencing.
13:00And we're not able to list specific buildings the way we are with our geofencing,
13:06but we can still have a really good idea of, for our search and site,
13:10where people are being delivered, receiving those impressions,
13:14and how they're responding to it behaviorally.
13:16It's not listed on here,
13:24but in a campaign where we're tracking online conversions,
13:28we can also show a breakout of online conversions,
13:31which can either be leads, sales, purchases,
13:34or some other type of value that has been pre-selected.
13:38So, something to note is that we can only have a maximum
13:46of four different conversion values to differentiate online conversions.
13:51So, again, we don't have an example in this particular report,
13:54but it would look something like, you know,
14:00lead sign-up conversions online.
14:03Five people clicked on the sign-up for the newsletter.
14:06And then it could be two purchase conversions,
14:09meaning two people clicked on the cart button on your client's website.
14:14So, something to note is that we can include that granular information
14:17as far as online conversions on this report as well.
14:25At the end of every single campaign,
14:27you're also going to get a breakdown of your creative performance.
14:31So, this just shows a breakout of KPIs by advertisement size,
14:35along with a preview of that advertisement.
14:39This is really good information to go over with your client
14:41to show them which ad is getting the best response.
14:48Sometimes it also helps if your client wants to run multiple sets of creative
14:52at the same time and see which one performs best.
14:55This would be a really great tool and a really great section of the report
14:59to pull up and say, hey, look, this creative ran really well.
15:03Let's go ahead and continue running that in the future.
15:07In addition to these metrics,
15:09the team will also be providing some really good information to you
15:14on a monthly basis,
15:15which will include a summary of how the campaign is performing.
15:20You will also be getting recommendations
15:22on how to improve campaign performance or improve pacing.
15:25And those recommendations could be anything such as removing
15:29geo-offense locations that are delivering a lot of impressions,
15:32but not getting a lot of behavioral feedback.
15:36This would be a really great example.
15:38Compass Zero Old Suncook Road.
15:41They received 2,600 impressions,
15:45but absolutely no response whatsoever.
15:47So, in our report,
15:49we would make the recommendation of let's go ahead
15:51and remove this geo-offense.
15:53It's not giving us a lot of really good, meaningful data.
15:57We could also give recommendations on adding more locations.
16:02We can always help you guys troubleshoot
16:04any pixel placement issues that are going on,
16:07as well as adding those online conversion audiences
16:10if the client decides that's the goal.
16:13We can always change the audience we're targeting.
16:16Again, if we're seeing pacing issues or delivery issues,
16:19and we can always open up targeting
16:20if we're seeing delivering issues,
16:22or if the audience is very limited
16:24compared to what the overall goal of the campaign is.
16:28Something to note is that the team
16:31is always making back-end optimizations on a weekly basis,
16:34such as blacklisting domains and adjusting keyword bids.
16:38So, the decisions we can make on our own,
16:40we will always go ahead and make those decisions
16:43to optimize that campaign.
16:45Anything that we need to run by you and or the client
16:48will always be included in these
16:50monthly audience extension recap reports.
16:55Other than that, that is all I had to go over with you guys.
16:59I hope you learned at least one thing,
17:03and I hope you have a great day.
17:04Bye.