Case Study: Quality Content
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The document summarizes campaign performance data from March 1-15, 2015. It shows that desktop impressions and clicks were higher than mobile, but the mobile click-through rate was 15% lower than desktop. The highest spending days were March 8-12 when click-through rates peaked between 45-55% and cost-per-click remained steady around £0.30-0.35. Top performing content amplifiers that drove the most clicks were The Telegraph, Sky Sport, and The Guardian, accounting for over 10% of total clicks.
Case Study: Quality Content
- 1. Campaign Performance 1st – 15th March 2015
- 2. Impressions and Clicks by Device 2 0 5 10 15 20 25 30 35 40 01-Mar 02-Mar 03-Mar 04-Mar 05-Mar 06-Mar 07-Mar 08-Mar09-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar Clicks, thousands . M 1. M 2. M 3. M 4. M 5. M 6. M 7. M 8. M 01-Mar 02-Mar 03-Mar 04-Mar 05-Mar 06-Mar 07-Mar 08-Mar09-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar Impressions, millions Desktop Mobile
- 3. Desktop Mobile £0,30 £0,31 £0,31 £0,31 £0,31 £0,31 £0,32 £0,32 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% CPC CTR% Campaign Performance by Device KPI Summary 3 0 2 4 6 8 10 12 14 01-Mar 02-Mar 03-Mar 04-Mar 05-Mar 06-Mar 07-Mar 08-Mar09-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar £ Spend, thousands Desktop Mobile Row Labels Clicks % Desktop Impressions Imp. % Desktop CTR % diff. CTR £ Spend % diff. £ Spend CPC Desktop 443,488 100.00% 90.93 M 100.00% 48.77% £139,892 0.32 Mobile 293,655 66.21% 87.16 M 95.85% 33.69% -15% £90,108 -35.59% 0.31 Grand Total 737,143 178.09 M 41.39% £230,000 0.31
- 4. CTR% evolution over time & Budget constraints 4 10K 20K 30K 40K 50K 60K 70K 90K 110K 130K 150K 170K 190K 210K 230K £10,000 £20,000 £230K 35.8% 32.4% 34.7% 31.4% 36.8% 39.0% 38.3% 42.6% 44.8% 42.1% 43.9% 46.8% 50.8% 47.9% 54.1% £0.25 £0.35 0. 0. 0. 0. 0. 0. 0. £- 00 00 00 00 00 00 00 00 00 00 00 00 01-Mar 02-Mar 03-Mar 04-Mar 05-Mar 06-Mar 07-Mar 08-Mar 09-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar Cum. £ Spend K £ Spend £ Budget K CTR % CPC
- 5. Detailed Clicks and £ Spend evolution over time, per device 5 21,360 21,800 23,328 20,600 21,840 23,080 21,280 36,457 36,143 35,600 36,714 36,486 35,771 36,257 £5,340 £5,450 £5,832 £5,150 £5,460 £5,770 £5,320 £12,760 £12,650 £12,460 £12,850 £12,770 £12,520 £12,690 £4,660 £4,550 £4,168 £4,850 £4,540 £4,230 £4,680 £7,240 £7,350 £7,540 £7,150 £7,230 £7,480 £7,310 18,640 18,200 16,672 18,160 16,920 18,720 20,686 21,000 21,543 20,429 20,657 21,371 20,886 K 5 K 10 K 15 K 20 K 25 K 30 K 35 K 40 K 01-Mar 02-Mar 03-Mar 04-Mar 05-Mar 06-Mar 07-Mar 08-Mar 09-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar Clicks-Desktop £ Spend-Desktop £ Spend-Mobile Clicks-Mobile
- 6. CTR % and CPC evolution over time per device 6 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.35 0.35 0.35 0.35 0.35 0.35 0.35 0.35 40% 36% 38% 37% 42% 45% 43% 51% 55% 52% 57% 55% 58% 54% 61% 32% 29% 31% 27% 32% 33% 34% 33% 34% 32% 31% 37% 42% 40% 45% 0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 01-Mar 02-Mar 03-Mar 04-Mar 05-Mar 06-Mar 07-Mar 08-Mar 09-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar Desktop - CPC % Mobile - CPC % Desktop - CTR % Mobile - CTR %
- 7. Top 10 content amplifiers 7 18,429 22,114 38,331 40,543 44,229 66,343 73,714 81,086 125,314 176,914 - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22% 24% 26% The Scotsman PC Advisor The Express Yahoo UK Mirror online The Daily Star The Guardian Trusted Reviews Sky Sport The Telegraph # of clicks % of total campaign clicks
- 8. Do reach out to angelina.teneva@gmail.com! 8
Editor's Notes
- #3: Desktop and Mobile had very similar number of Impressions throughout the campaign, which drove similar number of clicks for the first 7 days. However, the number of clicks through the Desktop platform almost doubled for the second half of the campaign while that of Mobile remained relatively flat throughout. This suggests that Desktop had an overall higher click-through rate than Mobile and that a greater proportion of the campaign budget was spent on that platform
- #4: Digging deeper, this was indeed the case. Although Desktop and Mobile generated similar number of total impressions (Mobile accounted for 96% of Desktop), Mobile only managed to drive 66% of the clicks that Desktop did. Consequently, Mobile had a 15% lower CTR% and the total money spent on Mobile was 35% less than that spent on Desktop. As you can see in the £Spend chart, this was mostly driven by the better click-through rate for Desktop in the second half of the campaign It can be also inferred that Desktop was the more cost-effective platform as the difference in cost-per-click between the two platforms was only £0.1p, yet Desktop pulled a CTR% of close to 50% compared to only 34% for Mobile
- #5: Both the daily budget and the CPC constraints of the campaign were achieved without overrunning the total budget. Increasing the daily budget for the second half of the campaign did help boost the CTR% rate. While the CTR% fluctuated between 36% and 38% in the first half, the second half of the campaign saw that fluctuation move between 43% and 54%
- #6: Increasing the total budget of the campaign from £10,000 to £20,000 had a much more pronounced effect on the number of clicks on the Desktop platform than it did on the Mobile platform. The consistently higher number of clicks for that platform throughout the campaign also suggests a consistently higher Desktop click-through-rate
- #7: This was indeed the case. The CTR% for Desktop was around 10% higher than the Mobile one for the first half of the campaign. The gap between the two grew even wider to comprise around 20% difference in the second half. It is interesting to note that despite the substantial difference in clicks between platforms in the second half of the campaign (evident in the previous slide) both platforms still had equal CPC.
- #8: Looking at the most successful content amplifiers, it was The Telegraph that brought in the highest number of clicks, accounting for 24% of all generated clicks throughout the campaign. In conclusion, on the basis of the currently available information, it would seem that Quality Content would see an even stronger performance if they focus on Desktop alone. I would be cautious of recommending that, however, before I’ve explored the relationship between Clicks, Platforms and Publishers. If it is the case that the majority of the Telegraph publisher were made on Mobile devices, then it might e worthwhile to keep this platform in the mix.