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19 2015
me@dima.sh
http://postcontext.ru
http://facebook.com/postcontext.ru


14 IT
6
myTarget
Avito


2015

: ?

2015
:
VCG-

( 2.0)




2015
Google:
GMail
Customer match ( , )

2015
Facebook:
Carousel Ads

Instagram
-

2015
myTarget:




look-alike

2015
:
-

2015
Avito:


2015

: ?

?
:
1/3
1/3 CPA-
1/3

?
:
1/3
1/3 CPA-
1/3

?????

CPC

ROMI

ROMI = ( - )/

.

CR

CPC

10000

0.65%

65

130000.

5.

50000.

8500

0.62%

53

116127.

3.

25500.

11000

0.79%

87

165528.

6.

66000.

3000

1.04%

31

43554.

8.

24000.

CR

CR

ARPU

CPC

10000

1.0%

65%

0.65%

100

65

2000.

130000.

5.

50000.

52000.

28000.

8500

0.9%

69%

0.62%

77

53

2200.

116127.

3.

25500.

46451.

44176.

11000

1.1%

72%

0.79%

121

87

1900.

165528.

6.

66000.

66211.

33317.

3000

1.7%

61%

1.04%

51

31

1400.

43554.

8.

24000.

17422.

2132.

CR

CR

ARPU

10000

1.0%

65%

0.65%

100

65

2000.

130000.

5. 50000. 52000. 28000.

56%

8500

0.9%

69%

0.62%

77

53

2200.

116127.

3. 25500. 46451. 44176.

173%

11000

1.1%

72%

0.79%

121

87

1900.

165528.

6. 66000. 66211. 33317.

50%

3000

1.7%

61%

1.04%

51

31

1400.

43554.

8. 24000. 17422. 2132.

9%

CPC

ROMI

CR

CR

ARPU

10000

1.0%

65%

0.65%

100

65

2000.

130000.

5. 50000. 52000. 28000.

56%

8500

0.9%

69%

0.62%

77

53

2200.

116127.

3. 25500. 46451. 44176.

173%

11000

1.1%

72%

0.79%

121

87

1900.

165528.

6. 66000. 66211. 33317.

50%

3000

1.7%

61%

1.04%

51

31

1400.

43554.

8. 24000. 17422. 2132.

9%

CPC

ROMI

CR

CR

ARPU

10000

1.0%

65%

0.65%

100

65

2000.

130000.

5. 50000. 52000. 28000.

56%

8500

0.9%

69%

0.62%

77

53

2200.

116127.

3. 25500. 46451. 44176.

173%

11000

1.1%

72%

0.79%

121

87

1900.

165528.

6. 66000. 66211. 33317.

50%

3000

1.7%

61%

1.04%

51

31

1400.

43554.

8. 24000. 17422. 2132.

9%

CPC

ROMI

CR

CR

ARPU

10000

1.0%

65%

0.65%

100

65

2000.

130000.

5. 50000. 52000. 28000.

56%

8500

0.9%

69%

0.62%

77

53

2200.

116127.

3. 25500. 46451. 44176.

173%

11000

1.1%

72%

0.79%

121

87

1900.

165528.

6. 66000. 66211. 33317.

50%

3000

1.7%

61%

1.04%

51

31

1400.

43554.

8. 24000. 17422. 2132.

9%

CPC

ROMI

CR

CR

ARPU

11000

1.1%

72%

0.79%

121

87

1900.

165528.

6. 66000. 66211. 33317.

50%

11000

2.2%

72%

1.58%

242

174

1900.

331056.

6. 66000. 132422.132634.

201%

x2

CPC

ROMI

x4

CR

CR

ARPU

11000

1.1%

72%

0.79%

121

87

1900.

165528.

6. 66000. 66211. 33317.

50%

11000

1.1%

72%

0.79%

121

87

3800.

331056.

6. 66000. 132422.132634.

201%

x2

CPC

ROMI

x4


50 ( 100)

?
old school:
1/3
1/3 CPA-
1/3

CPA-


CPA-

, CPA-.
:)


2015

: ?

CPC

ROMI

CPC

ROMI

Google Analytics/
Universal Analytics

Top.Mail.Ru

ROI Stat, ROI RS,


OWOX

-/+
-/+
+
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+/-

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+/-

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+
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+
+
+
+
+
+
+
+
-/+

+/-

+/-

-/+

CPC

ROMI

Google Analytics/
Universal Analytics

Top.Mail.Ru

ROI Stat, ROI RS,


OWOX

-/+
-/+
+
-/+
-/+
-/+
-/+
-/+
+/-

-/+
-/+
+
-/+
-/+
-/+
-/+
-/+
+/-

-/+
+
-/+

+
+
+
+
+
+
+
+
-/+

+/-

+/

-/+

GA

GA



:
Google Analytics
.
Top.Mail.Ru
+
-



/

A/B-

: ,
: ,



- ( )
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(, , )
(, , ,
Nokia 3310)

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(, , )
(, , ,
Nokia 3310)



-: - - -
:

: -> peg perego,


,


?
:

- ( 96, )
- ( )
- (iphone 6s )
- ( , )
-

1 000 .
CPO 350 .
CTR 38%.


:
.

CR

CR

ARPU

10000

1.0%

65%

0.65%

100

65

2000.

130000.

5. 50000. 52000. 28000.

56%

8500

0.9%

69%

0.62%

77

53

2200.

116127.

3. 25500. 46451. 44176.

173%

11000

1.1%

72%

0.79%

121

87

1900.

165528.

6. 66000. 66211. 33317.

50%

3000

1.7%

61%

1.04%

51

31

1400.

43554.

8. 24000. 17422. 2132.

9%

CPC

ROMI

, , .
. !


-: http://htraffic.ru/mw/
-: http://marketing-wiki.ru/wiki/
___



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A/B-





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A/B-



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A/B-

- A/B-
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A/B-
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CTR.
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A/B-?

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/

A/B-


:
CTR.
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1 .
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A/B-


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2. .
3. .
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4. :
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5. :
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6. :
.


:
1.
2.
3. IP
4. User-Agent
5. Referrer
6. HTTP-
, ,
- .


:
, ( ) +
/AdWords.
.
:)



/

A/B-


:
ClickFrog: http://clickfrog.ru
BotScanner: http://botscanner.com
, ( ), .


:
50, http://k50.ru
Origami: https://www.origami-system.ru/
Alytics: http://alytics.ru
Aori: http://aori.ru
Marilyn: https://mymarilyn.ru
eCPM: eCPM.ru ( 1 8)

30 000


:
Wordstat: https://wordstat.yandex.ru
Google Trends: https://www.google.com/trends/


-:
CallTouch (+RoiRS): http://www.calltouch.ru
Call-tracking: http://calltracking.ru
CoMagic: https://www.comagic.ru
RoiStat: http://roistat.com/ru/
OWOX: https://www.owox.ru

, ,
.

CTR

12-17

18-24

25-34

35-44

CTR

45-74

eCPM

12-17

18-24

25-34

35-44

45-74

CPM



CPC


CPM/eCPM
eCPM = Bid * CTR * 1000
CPM
CPC = CPM2 / (CTR * 1000)



CPM

CPM

CPM

100.00.

100.00.

100.00.

80.00.

80.00.

80.00.

60.00.

60.00.

60.00.

80.00.




CTR1
eCPM1
CPC1

CTR2
eCPM2
CPC2

CTR3
eCPM3
CPC3

5.00.
1.2%
60.00.
4.13.
0.88.
1.1%
55.00.
4.91.
0.97.
1.1%
65.63.
5.73.
0.24.


4.50.
1.1%
49.50.

1.2%
54.00.

1.4%
63.00.

5.00.

3.50.

2.00.

CTR

1.2%

1.6%

1%

eCPM

60.00.

56.00.

20.00.

CPC

4.67.

CTR

1.1%

1.3%

2.3%

eCPM

55.00.

45.50.

46.00.

CPC

4.18.

CTR

1.6%

1.5%

1.1%

eCPM

80.00.

52.50.

22.00.

CPC

3.28.

3500

3600

8000

2000

2500

16400

63

99

40

24

25

CTR

1.8%

2.75%

0.5%

1.2%

1%

CPC-Bid

6.00.

4.00.

22.40.

5.00.

5.20.

eCPM

108.00.

110.00.

112.00.

60.00.

52.00.

CPC

5.70.

3.93.

22.00.

4.33.

5.00.

359.10.

388.80.

880.00.

104.00.

125.00.


40000
CTR 1,8%
Bid 6,0
: 63

30000

CTR 2,75%
Bid 4,0
: 99
CTR 0,5%
Bid 22,4
: 40

20000

CTR 1,2%
Bid 5,0
: 24

10000
CTR 1,0%
Bid 5,2
: 25

CTR ! .


1. 10 000 , 150 000 000
.
2. - .


!
.
!


.
,
/.


(
).
top.mail.ru Facebook
. .

.


-
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!
: .

0.09%

0.08%

0.26%

0.14%


ctr

p-value

0.09 %

100 000

90

0.08 %

100 000

80

29.18405 %

0.26 %

100 000

260

0.00000 %

0.14 %

100 000

140

0.00001 %


: .

:
https://v wo.com/ab-split-test-significance-calculator/

ctr

p-value

0.09 %

100 000

90

0.08 %

100 000

80

29.18405 %

0.26 %

100 000

260

0.00000 %

0.14 %

100 000

140

0.00001 %

?
{{age}}

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,

id
.

http://meowmeowmeow.ru

http://bit.ly/TMine

http://meowmeowmeow.ru

?
.

?
?

?
.

?
user_id

ClickFrog
BotScanner


:
Plarin: http://www.plarin.net
HiConversion: http://hiconversion.ru
Marilyn: https://mymarilyn.ru
Atuko: https://atuko.ru
Iskander: http://iskander.su



: http://.
vTarget: http://vtarget.ru


:
AdMobiSpy: http://admobispy.com
Publer: http://publer.wildo.ru
, :
Popsters: https://popsters.ru/



-:

?

?
myTarget
Avito
Google

CPA



-:

?



-:

?



-:

?



-:

?

AliExpress

Avito .
7 .

Targeting Groups:
,
,
?

Targeting Groups:
,
,
8 !

- 4!

1924-2012

3.0%

2.0%

4.0%

1.4%

Finding The Winner


1

3.0%

2.0%

! ,
,

4.0%
,

1.4%

Finding The Winner


1

3.0%

2.0%

! ,
,

6.4%

4.0%
,

1.4%

http://meowmeowmeow.ru

http://meowmeowmeow.ru


:
-
-
-
- ()

http://meowmeowmeow.ru


:
-
-
-
- ()

http://meowmeowmeow.ru


:
-
-
-
- ()

http://meowmeowmeow.ru

80
5
CR 6.25%

http://meowmeowmeow.ru

0
1
2
3
4
5
6
7
8
9
10
11
12

16
1
36.8%
73.6%
92.0%
98.1%
99.6%
99.9%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%

32
2
13.5%
40.6%
67.7%
85.7%
94.7%
98.3%
99.6%
99.9%
100.0%
100.0%
100.0%
100.0%
100.0%

48
3
5.0%
19.9%
42.3%
64.7%
81.5%
91.6%
96.7%
98.8%
99.6%
99.9%
100.0%
100.0%
100.0%

64
4
1.8%
9.2%
23.8%
43.4%
62.9%
78.5%
88.9%
94.9%
97.9%
99.2%
99.7%
99.9%
100.0%

80
5
0.7%
4.0%
12.5%
26.5%
44.1%
61.6%
76.2%
86.7%
93.2%
96.8%
98.6%
99.5%
99.8%

96
6
0.3%
1.7%
6.2%
15.1%
28.5%
44.6%
60.6%
74.4%
84.7%
91.6%
95.7%
98.0%
99.1%

http://meowmeowmeow.ru

P-value

0
1
2
3
4
5
6
7
8
9
10
11
12

16
1

32
2

48
3

64
4

80
5

96
6

0.046
0.025
0.041
0.014

http://meowmeowmeow.ru

vs vs
$10 000


$4 500


$7 800


$9 500

73% 111% - !


me@dima.sh
http://postcontext.ru
http://facebook.com/postcontext.ru
19 2015




:
-
-


, ,

-
-
- /


, ,
,
-
-
- (
)
- /

30

,
,
,
-
- ( )
-

: CTR
CPA.

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