Jason Puckett

August 1, 2014

The Ad Optimization Lifecycle

The AdBasis optimization life cycle is the process used within AdBasis to reach an improved ROI over time. Every step is taken within the AdBasis tool and then layered over our partners’ APIs. Once you’ve linked your ad accounts it’s time to get started.

1. Establish KPIs and Set Quantified Goals

Every company’s goals are different and an individual organization’s KPIs vary by campaign. When setting up an ad experiment within AdBasis, advertisers must consider which goal(s) they would like to improve upon and create experiments to do so.

2. Set Budgets Within AdBasis

Within AdBasis, companies can set their overall monthly or daily ad spending budgets. They can also set daily budgets per project, per experiment or even per goal. It is important to remain critical of the overall percentage of ad budget dedicated to experimentation. Client goals need to be taken into consideration within that thought process.

3. Create Experiments and Build Ads

Within the AdBasis “ad builder,” users are able to design the ads they would like to test. Ad variations and individual ad variables are easily organized. Once a user has completed the process of creating the variables that are up for debate, AdBasis automatically sets up all experiments.

4. Check Parameters

Once the ads are created and variable relationships have been set, the user will verify the parameters of each experiment, such as budget amount, budget allocation, desired confidence level, run time, etc.

5. Deploy Experiments

Once the user has verified that all experiment parameters are accurate, AdBasis will automatically deploy ad experiments to the live ad environment.

6. Collect Statistically Significant Results

AdBasis will expose each ad variation to a statistically significant number of people. This sample size stems from the confidence level the user has selected prior to the experiment.

7. Optimize Budgets

The sooner a user discovers their optimal ad variation, the better. AdBasis automatically reallocates ad dollars to top performing ad variations in order to accelerate ROI. AdBasis recognizes optimal areas for spending and automates the process. This leaves little room for human error and reduces inefficient spending.

8. AdBasis Automated Insights

The AdBasis platform measures and extracts individual elements that drive results. At the conclusion of each experiment, advertisers are given an analysis of key variables. The user is then able to add their own expertise to the AdBasis automated insights in order to improve their experimentation process. This methodology can lead to improved experimentation and huge increases in ROI over time.

9. Continuous Testing

Improvement to ROI is a continuous process. Once a user has discovered an ad variation that “wins” during the experiment, it is now time to beat that “winning” ad with another experiment. Achieving optimization for your advertising mix is the goal. Until a user has failed to beat the “winning” ad, there is more work to do to drive improvement.

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