Premium Subscription Channels Race to the Bottom (Line)
by Isabel Greenfield
6 Min Read
Paid search marketers already have the tools they need to find success on the TV screen
5 Min Read
Hooman Javidan-Nejad and Eric Hatzenbuhler joined SMX for a two-part series on making the jump from paid search to Connected TV. Javidan-Nejad, MNTN’s Director of Performance Marketing, shared the best practices any paid search marketer can take to the larger screen. From campaign set-up to where to find a test budget, he demonstrated that paid search marketers already have the tools in place to add this new channel.
On day 2, Hatzenbuhler, Senior Digital Marketing Manager, shared insights from his previous experience running paid search campaigns, as well as managing MNTN’s performance channels–both paid search and CTV. He shared what he does to create a strong foundation for his CTV campaigns, as well as some of his tips for success.
In the first session, Javidan-Nejad outlined why Connected TV solves some of the issues that B2B advertisers had with linear TV. He highlighted three big changes:
Javidan-Nejad went on to highlight that as paid search marketers, attendees already have the key skills they need to make the jump into CTV advertising.
Another consideration that Javidan-Nejad highlighted is the brand-safe nature of Connected TV. Just like paid search is a safe solution for B2B advertisers, so is CTV, especially when using a reputable partner who offers non-skippable, premium inventory.
In the following session, Hatzenbuhler put the (ad) money where our mouth is and showed real-life examples of how he uses CTV advertising day-to-day in his role as Senior Digital Marketing Manager. As he noted at the outset, not only is he a CTV marketer, but also a paid search marketer–the two go hand-in-hand. CTV is an essential tool to create demand, while paid search captures it. With years of experience in the paid search field, Hatzenbuhler uses these best practices to bridge the gap from the computer screen to the TV screen.
While Javidan-Nejad shared multiple tips, Hatzenbuhler decided to focus on three of them.
“These are what I think of as the foundational pillars. If you don’t have these three set up appropriately and in the best way for your business and your account, then it’s going to be difficult to scale and drive performance,” he explained.
First, the setup is essential. This can be pulled directly from your paid search structure. Hatzenbuhler outlined how he does this at MNTN:
Once live, Hatzenbuhler suggests managing ad budgets regularly. He checks his campaigns in the middle of the month and again at the end. As he shifts budgets, he is also mindful of the impact on frequency. “Frequency is really key,” he highlighted. “Especially with the ABM and retargeting audiences…just like brand on the paid search side, those are finite audiences. So the more you invest, the higher your frequency goes.”
Just like with paid search, Hatzenbuhler also focused on the importance of A/B testing. He reminded viewers to test only one variable at a time, from video creative to audience extension creative or the landing page. Plus, even with seemingly instantaneous results, it’s essential to give these tests enough time to run. He suggests being mindful of the lookback window and allowing A/B tests to run at least as long as that window.
Hatzenbuhler shared a real-life example from his own A/B tests. Recently, he tested a 15-second ad against a 30-second one. “The results were a little bit surprising and also a little inconclusive depending on your desired outcome and KPIs.” The 15s ad resulted in a 22% higher visit rate, but an 18% lower conversion rate. These surprising results are a key reason Hatzenbuhler and team continue to test; the outcome can never be assumed.