FAST AND FURIOUS:
USING INTERNET MARKETING TO
START YOUR BUSINESS
Alex Cohen | ClickEquations | www.alexlcohen.com

Agenda
 60 Seconds About Me
 The Startup Problem
 A Solution in 3 Parts
 Q&A
 Appendix: Free Tools!
Alex Cohen | www.alexlcohen.com

Alex Who?
 Manager, Marketing of ClickEquations  Blogger at Digital Alex
 Site - www.clickequations.com  Blog - www.alexlcohen.com
 Blog - www.clickequations.com/blog  LinkedIn -
http://www.linkedin.com/in/alexcohen
 Twitter – clickequations  Twitter - digitalalex
Alex Cohen | www.alexlcohen.com

The Startup Problem

This Is How it Works, Right?
Your Startup The Goal
Alex Cohen | www.alexlcohen.com

No, You Have to Tack
Your Startup The Goal
Alex Cohen | www.alexlcohen.com

You Need Time and Money
Spend
Smarter
Survival
+
Success
Fail Know
Faster More
Alex Cohen | www.alexlcohen.com

Spend Smarter – Paid Search

Everyone Loves Search
“12 billion searches were conducted in July 2008”
- comScore
“Half of all internet users perform a search
every day.
Search is growing at a faster rate than other
activities on the Web…
\"Search is now taking center stage...whereas e-
mail is still primary for communications, search
is now primary for information activity,\"
- Susannah Fox, Assoc. Director at Pew
Internet.
Alex Cohen | www.alexlcohen.com

Search is Precise
Product or Target Constraints Qualifiers Landing Page
Service Audience
• What you sell • Keywords • Bids
• Competitors • Text Ad • Homepage
• Search Engines • Match Type • Negative Keywords • Category page
• Related Products • Websites • Product page
• Search results
Alex Cohen | www.alexlcohen.com

Search In Motion
 Yes: Organic Pet Food,  Yes: Relevant, targeted
Natural dog chow  No: Generic, bland
 No: Cheap Pets, organic
pet bedding
Alex Cohen | www.alexlcohen.com

Search is Fully Optimizable and Cheap
 Clicks cost - $0.05 - $0.75+
Keyword
 Targeted, relevant ads aimed at
active searchers convert efficiently
Bid Creative
 Everything can be measured,
analyzed and improve
Landing Engine
Page
Match
Type
Alex Cohen | www.alexlcohen.com

Know More – Web Analytics

4 Basic Elements of Web Analytics
Sources of
1 People 2 Traffic 3 Site Interaction
4 Outcomes
Alex Cohen | www.alexlcohen.com

What Is Web Analytics?
Web
analytics is
awesome!
Alex Cohen | www.alexlcohen.com

Where Do the Data Go?
Alex Cohen | www.alexlcohen.com

Slice the Data, Find the Insights
Awareness  Be ruthlessly efficient
 Prioritize your leaks
Impression  Roll out the winners
Visit
 Measure your
2nd Click  Sites
 Segments
Browse
 Campaigns
Cart
 Build a data loving culture
Begin
Checkout
Order
Alex Cohen | www.alexlcohen.com

Fail Faster – Website Testing

The Golden Rule of Testing
“Get over your own opinions ….
testing and validating opinions should be a way of life.”
- Avinash Kaushik
Analytics Evangelist, Google
Advisor, ClickEquations
Alex Cohen | www.alexlcohen.com

2 Types of Website Testing
A/B Multivariate
 Radical changes  Multiple “factors” tested
 Fast and simple BUT  Longer and more complicated BUT
 What caused the change?  Lots more insight
Alex Cohen | www.alexlcohen.com

We’re Basically Asking 2 Questions
Are there barriers to conversion?
(If so, remove them)
Is the page persuasive?
(If not, make it so)
Alex Cohen | www.alexlcohen.com

Questions?
 Manager, Marketing of ClickEquations  Blogger at Digital Alex
 Site - www.clickequations.com  Blog - www.alexlcohen.com
 Blog - www.clickequations.com/blog  LinkedIn -
http://www.linkedin.com/in/alexcohen
 Twitter – clickequations  Twitter - digitalalex
Alex Cohen | www.alexlcohen.com

APPENDIX
Alex Cohen | ClickEquations | www.alexlcohen.com

Free Tools
 www.clickequations.com – 30 day trial for qualified companies
 www.clickequations.com/blog - Paid search advice
 www.google.com/analytics
 www.google.com/websiteoptimizer
 http://4q.perceptions.com
 www.wordpress.org
 http://tech.groups.yahoo.com/group/webanalytics (user group)
 www.quantcast.com
 www.compete.com
 www.google.com/insights/search
 www.google.com/trends
 www.crazyegg.com
 www.clicktale.com
Alex Cohen | www.alexlcohen.com

FAST AND FURIOUS:
USING INTERNET MARKETING TO
START YOUR BUSINESS
Alex Cohen | ClickEquations | www.alexlcohen.com