Preliminary Analysis -----

Transcription

1 Preliminary Analysis Define your target audience What does your trial / study cover? Who would be most interested? What would they be looking to get out of the trial/study? Define your metrics How many people do you need to enroll each month? Variable = Enrolled What percent of the people who apply are enrolled? Variable = Approved 75% = 0.75 What percent of people who contact you then apply? Variable = Apply 50% = 0.50 What percent of people who visit your website contact you? Variable = Contact 2% = 0.02 Number of site visitors needed to enroll 1 person = Visitors = Enrolled / (Approved * Apply * Contact) = 1 / (0.75 * 0.50 * 0.02) = 1 / (0.0075) = 133 clicks per enrollee Define your acquisition cost Example: If enrolled acquisition target = $800, and 133 people are needed for an enrollment, then, on average, you need target costing $6.01 per visitor. This example uses very optimistic results. In an optimized campaign, target keywords that convert better, so fewer contacts are needed for each contact

2 Website Checklist Time to Complete: 2-4 weeks, longer w/ IRB delays, changes, webmaster delays, Need IRB Approval: Yes Build a list of page(s) to create Multiple related studies, such as diabetes One main page One subpage for each study Copies of pages If doing multiple ad channels Google AdWords, Facebook, offline ads, try to send people to different (but identical) pages. Only difference is tracking code in hidden field. Begin creating content for pages What kind of messaging could interest them? What kind of images would be relevant to them? What words (ideas / keywords) might they be searching for, and are those used on your page? If necessary, get everything approved by IRB in Word doc form before building web pages. Contact form to be included on each page Fields to add to form Name , Phone City / State / Zip Code A few qualifying questions Hidden fields if more than one form In hidden field, indicate which study / which page they respond from Test Usability including all forms, phone numbers to ensure working Have others evaluate & critique your work, adjust as necessary.

3 Google AdWords Launch Checklist Time to Complete: 2-4 weeks to complete, longer with IRB delays or changes. Need IRB Approval: Yes Keyword Selection Open free account at Google AdWords Use built in research tools and keyword suggestion in search engine, to find relevant keywords. Keep organized in logical buckets (Ad Groups) Indicate CAMPAIGN & AD GROUP for each keyword Choose match type (Broad, Phrase, Exact) Choose starting bid for keywords Ad Creatives At least 2-3 creatives per ad group Titles: 25 characters Description: two lines of 35 characters each Display URL (does not have to match Destination URL but keep on same domain name) Link to relevant page on your website (Destination URL) No excessive! or? Specify which campaign & ad group the creatives are in. Choose bids (useful in display network campaigns)

4 Define Parameters for Campaign Geographic Restrictions lists or radiuses Days of Week Time of Day Running in Search, Display Network or both? Recommendation: separate identical campaigns for search & display, so you can monitor separately and bid with separate strategy Search = higher bids Display = lower bids, lower value but can have good ROI if costs low enough. Adding Information to Google Very small campaigns, can add manually to Google via web page Larger campaigns, download AdWords Editor and review relevant video. Even if using AdWords editor, it can be easier to set geography within browser-based interface Remember to set all campaigns to start 6 months in the future & flag as pause, purely to ensure campaign doesn t go live accidentally. When ready to launch the campaign, go in and change the start date to today s date. Remember to set a daily budget for each campaign individually.

5 Google AdWords Optimization Checklist Time to Complete: Need IRB Approval: Hours/month per program Bid changes? Likely no. Ad text changes? Yes. New keywords? Yes. The goal here is to check in on the campaign daily, ensure levels are right and everything is running as expected. Two to five times per week, optimize campaign levels for better performance. Daily: Login and check: Daily Search Volume Daily Click Volume Daily Click Through Rates Is budget being fully spent? Are we hitting targets? Has any keyword or AdGroup or Campaign been paused or stopped? If yes, why? Optimization (daily or several times a week, based on campaign size) Look at performance for last 7 days Compare to prior 7 days Are CTR improving or dropping? Are traffic levels improving or dropping? Which keywords are strong? Can you bid them higher? Which keywords are weak? Can you bid them lower or pause them? Which creative are strong and which are weak? Can you pause weaker ones? Do you need more keywords? You need IRB approval before adding. Do you need fresh creatives (ads)? You need IRB approval before adding. Reporting weekly & MONTHLY BASIS

6 Facebook Launch Checklist Time to Complete: 1-4 weeks to prepare and launch Need IRB Approval: Yes Remember, when working with Facebook, the focus is on an audience and interest, but not a search. Do not expect strong conversion rates few will apply. However, if the cost is much lower, the results can be great. Preparation Review your earlier checklist items for webpages and Google Ad Words. Carefully define your criteria-gender, age,... Determine other criteria that may be relevant Occupation Interests Remember to use the select box as a search box and enter specific interests. Click on yours and other related suggestions. Open advertising campaign for business, may take several days. Plan ahead. Create campaign per earlier video especially Week 3 Video 5 Indicate targets / interests Specify any geographic targeting Add conversion tracking codes, if desired Define audiences Create Ad Sets (like Google AdGroups) contains multiple ads Start Test Pay strong attention to image / headline Add text to explain benefits, reasons to believe, reasons to engage. Upload ads after approval by IRB Set small daily budget Activate campaign & test Once stable and producing results for 3-4 days, increase daily budget

7 Facebook Optimization Checklist Time to Complete: Need IRB Approval: Hours/month per program Bid changes? Likely no. Ad text changes? Yes. Image changes? Yes. The goal here is to check in on the campaign daily, ensure levels are right and everything is running as expected. Two to five times per week, optimize campaign levels for better performance. Daily: Login and check: Daily Impression Volume Daily Click Volume Daily Click Through Rates Is budget being fully spent? Are we hitting goals? Are specific Ad Sets underperforming and why? Optimization (daily or several times a week, based on campaign size) Look at performance for last 7 days Compare to prior 7 days Are CTR improving or dropping? Drops may indicate time for new ad text & images Are traffic levels improving or dropping? Drops may indicate time for new ad text & images Which ads are strong? Can you bid them higher? Which ads are weak? Can you bid them lower or pause them? Do you need a broader reach? Can you find more interest groups to include more people? How are different Ad Sets performing against each other? Should you pause one or more, and shift budget into others? Reporting weekly and monthly Watch the trends

8 Final Thoughts Evaluate the Acquisition Cycle for Improvements Look at this process, where every step of the way you lose people. Maximizing results at each step massively increases final results. Assess weekly, and a deeper assessment each month. Need Want to Solve Find You Search / Social Reason to Click Keyword Ad Text Reason to Engage Webpage FB Page Lead Need: 10,000 people 10,000 10,000 Want to solve: 5,000 (50%) 5,000 (50%) 5,000 (50%) Find you on search: 1,000 (20%) 2,500 (50%) 2,500 (50%) Click on your link: 100 (10%) 250 (10%) 250 (10%) Find your site engaging: 30 (30%) 75 (30%) 125 (50%) Apply as a lead: 3 (10%) 8 (10%) 13 (10%) Changes in ANY of these factors has a major impact on your result. Don t make the mistake of focusing on JUST the PPC ads, or JUST the Facebook picture, Changes to any of these things can produce massive gains (above: 333% improvement)