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Wil Reynolds — Google Approved Paid Links?
This document appears to be a series of tweets by Wil Reynolds discussing various paid link building campaigns he ran on networks like nRelate, Twitter, Taboola, and Outbrain. He provides data on impressions, clicks, links earned, and cost for each campaign. Some campaigns were more successful than others in terms of links earned per dollar spent. Reynolds reflects on lessons learned, such as the importance of testing headlines, creating microconversions, understanding the audience, and taking a holistic approach beyond just link building. He advocates treating it as a business with goals like ROI.
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Wil Reynolds — Google Approved Paid Links?
- 1. Google Approved Paid Links WilReynolds Associate @wilreynolds http://www.flickr.com/photos/68751915@N05/6551534889/
- 2. $10,000 Dollars in“Play” Money @wilreynolds
- 3. $10,000 Dollars in“Play” Money @wilreynolds
- 4. $10,000 in PlayMoney @wilreynolds
- 5. Go Forth and Use$$ to Get Links @wilreynolds 5
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- 19. HOW DO THEYGET PAID? Impressions, CPM @wilreynolds 19
- 20. HOW DO PUBLISHERSGET PAID? Content is “suggested” to bloggers @wilreynolds 20
- 21. IMPACT • • • • 2-3 Clicks Avg No“follow on” links 8 Clients $500/mo @wilreynolds 21
- 22. 3 CHARACTERISTICS • Sitesyou would rarely visit • Low social signals • Lots of ads @wilreynolds 22
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- 29. SPEND: $700 DAYS: 3 CPC:.30 CAPS: $50 @wilreynolds 29
- 30. IMPRESSIONS: 8,883,291 CLICKS: 2,335 CTR:.0277% LINKS: 1 SOCIAL SHARES: 1* @wilreynolds
- 31. PAGES PER VISIT:1.07 DURATION: 15 seconds BOUNCE RATE: 95.16 @wilreynolds
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- 33. No “Mad Scientist”Time @wilreynolds http://www.flickr.com/photos/johncarleton
- 34. Aggregate Traffic toLanding Page 3000 2500 Traffic 2000 +112 total visits after referral traffic ended 1500 1000 500 Before 0 1 2 3 During 4 5 6 7 8 Time 9 After 10 11 12 13 14 15 ** 6 weeks before test & 6 weeks after (June 28 th – September 30th) @wilreynolds 34
- 35. COST = $700 SETUP/WATCHTIME = $300 --------------------------$1,000 @wilreynolds
- 36. $1,000 per link- Not Impressed @wilreynolds
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- 40. SPEND: $177 (Budget:$500) DAYS: 4 CPC: .49 CAPS: $100/Day @wilreynolds 40
- 41. Outcome CAMPAIGN IMPRESSIONS CLICKS RETWEETS REPLIES FOLLOW S ENGAGEMENT #FantasyFootball 3,876 185 6 0 1 4.95% ESPN & YahooFF 6,149 161 1 1 0 2.65% @wilreynolds
- 42. LESSONS: • Low impressionvolume + 1 tweet = death • More than 1 tweet to promote • Offbrand = no new followers • $$ = Have a value of a follower in mind • Who RT’ed it / Influencer? @wilreynolds
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- 44. $177 / follower- Not Impressed @wilreynolds
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- 50. SPEND: $700 DAYS: 3 CPC:.30 CAPS: None @wilreynolds 50
- 51. IMPRESSIONS: 8,459,796 CLICKS: 2,343 CTR:.0277% LINKS: 7 SOCIAL SHARES: 1* @wilreynolds
- 52. LESSONS: • • • • • No time totest Big Share Buttons at Top A/B test asset title Tech Gaming = Good nRelate Get GA in order @wilreynolds
- 53. COST = $700 SETUP/WATCHTIME = $300 --------------------------$1,000 @wilreynolds
- 54. $124 per link- Not Bad @wilreynolds
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- 57. SPEND: $502.65 DAYS: 13 CPC:.15 CAPS: $50/Day @wilreynolds 57
- 58. IMPRESSIONS: 4,192,887 CLICKS: 3,351 CTR:.0799% LINKS: 11 SOCIAL SHARES: 1,000* @wilreynolds
- 59. 3 Articles ARTICLE CLICKS LINKS SOCIAL* PC Gamingvs Console Gaming 304 1 -- Memes 352 1 -- DIY 1871 9 -- @wilreynolds
- 60. COST = $502 SETUP/WATCHTIME = $300 --------------------------$802 @wilreynolds
- 61. $72.91 per link– Let’s Drink! @wilreynolds
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- 65. SPEND: $1700 DAYS: 26 CPC:.15 CAPS: $75/Day @wilreynolds 65
- 66. IMPRESSIONS: 20,050,570 CLICKS: 11,006 CTR:.0549% LINKS: 82 SOCIAL SHARES: 1,000* @wilreynolds
- 67. 5 Articles ARTICLE CLICKS LINKS SOCIAL* Beer Trend2013 7372 10 77 “10 Best” Wine/Travel 1240 17 131 Sangria 658 9 129 Unusual Wines 472 15 166 100 Best Wine Restaurants 215 32 218 @wilreynolds
- 68. Audience knows your brand Network:Taboola @wilreynolds 68
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- 70. Audience knows you, itdoesn’t matter Network: Taboola @wilreynolds 70
- 71. Highest Bounce Lowest PPVs Lowest Duration Network:Taboola @wilreynolds 71
- 72. Should have pausedit Network: Taboola @wilreynolds 72
- 73. Next Time: Create aMicroconversion Network: Taboola @wilreynolds 73
- 74. MICRO CONVERSIONS: • Clickson Share buttons by Campaign (not social plugin) • Scroll to a certain point • Sign up for newsletter • Read Next Article @wilreynolds
- 75. Make a BUSINESSCase @wilreynolds
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- 77. A/B Asset Testing RESULTS FRUITYOR FIZZY? 9 SIMPLE STEPS Impressions 1,255,492 918,096 Clicks 658 494 CTR 0.0524% 0.0538% Spend $98.70 $74.10 @wilreynolds
- 78. Referring Sites RESULTS OUTCOMES USA Today 67.21%Bounce Bloomberg 1.76 PPV vs 1.2 Site Average MyFox(city) 98% Bounce Buzzfeed 97% Bounce @wilreynolds
- 79. Aggregate Traffic toLanding Page 100000 90000 Traffic 80000 70000 +15,540 total visits after referral traffic ended 60000 50000 40000 30000 20000 10000 Before 0 1 2 3 4 During 5 6 7 8 9 10 11 After 12 13 14 15 16 17 Time @wilreynolds ** 6 weeks before test & 6 weeks after (June 27th – October 15th) 79
- 80. LESSONS: • • • • Get more likeSEM Next Buttons At Bottom Additional Engagement Clicks != Links (more research coming) @wilreynolds
- 81. COST = $1700 SETUP/WATCHTIME = $300 --------------------------$2,000 @wilreynolds
- 82. $24.39 per link– Let’s Get Wasted! @wilreynolds
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- 87. SPEND: $194 DAYS: 2 CPC:.30 - .23 CAPS: $150/day @wilreynolds 87
- 88. IMPRESSIONS: 480,103 CLICKS: 647 CTR:.13% LINKS: TBD SOCIAL SHARES: ?? @wilreynolds
- 89. 5 headlines ARTICLE How doemployers view online degrees .21 What is the difference between an online and traditional degree .11 Are online degrees equal to traditional degrees .05 Are you employable with an online degree .04 What is the value of an online degree @wilreynolds CTR .04
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- 91. Testing 1,2,3 • TestHeadlines before naming the asset? • How do headlines impact outcomes? @wilreynolds
- 92. You guys are****** GOOD! @wilreynolds
- 93. To pull thisoff you need @wilreynolds 93
- 94. Well rounded Data + SEO +SEM + Social + Analytics + Negotiator @wilreynolds
- 95. Hire someone for $40,000a year to “get links” @wilreynolds 95
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- 101. Share, or I’masking him to find your stuff @wilreynolds http://www.flickr.com/photos/mr-shtoopid
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