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Google Approved
Paid Links
Wil Reynolds
Associate

@wilreynolds

http://www.flickr.com/photos/68751915@N05/6551534889/
$10,000 Dollars in “Play” Money

@wilreynolds
$10,000 Dollars in “Play” Money

@wilreynolds
$10,000 in Play Money

@wilreynolds
Go Forth and
Use $$ to Get Links

@wilreynolds

5
Eyeballs

@wilreynolds

http://www.flickr.com/photos/bayat/
Impressions

@wilreynolds

http://www.flickr.com/photos/bayat/
Attention
@wilreynolds

http://www.flickr.com/photos/theenmoy
Prayed, HARD

@wilreynolds

http://www.flickr.com/photos/theenmoy
3 Outcomes

@wilreynolds
Win

@wilreynolds

http://www.flickr.com/photos/theenmoy/
Lose

@wilreynolds

http://www.flickr.com/photos/theenmoy/
Wait

@wilreynolds

http://www.flickr.com/photos/theenmoy
The Players

@wilreynolds

14
Losses

@wilreynolds

http://www.flickr.com/photos/eole
“Not Impressed”

@wilreynolds
Zemanta

@wilreynolds
Zemanta

@wilreynolds
HOW DO THEY GET PAID?

Impressions, CPM

@wilreynolds

19
HOW DO PUBLISHERS GET PAID?

Content is “suggested”
to bloggers

@wilreynolds

20
IMPACT
•
•
•
•

2-3 Clicks Avg
No “follow on” links
8 Clients
$500/mo

@wilreynolds

21
3 CHARACTERISTICS
• Sites you would rarely visit
• Low social signals
• Lots of ads

@wilreynolds

22
Network: nRelate

@wilreynolds
Asset: Infographic

@wilreynolds
Asset:
Infographic
(looked like
this)
@wilreynolds
“Not Impressed”

@wilreynolds
Previous Successes

@wilreynolds
I was VERY
SKEPTICAL

@wilreynolds
SPEND: $700
DAYS: 3
CPC: .30
CAPS: $50

@wilreynolds

29
IMPRESSIONS: 8,883,291
CLICKS: 2,335
CTR: .0277%
LINKS: 1
SOCIAL SHARES: 1*
@wilreynolds
PAGES PER VISIT: 1.07
DURATION: 15 seconds
BOUNCE RATE: 95.16

@wilreynolds
Lessons:

@wilreynolds
No “Mad Scientist” Time

@wilreynolds

http://www.flickr.com/photos/johncarleton
Aggregate Traffic to Landing Page
3000
2500

Traffic

2000

+112 total visits
after referral
traffic ended

1500

1000
500...
COST = $700
SETUP/WATCH TIME = $300

--------------------------$1,000
@wilreynolds
$1,000 per link - Not Impressed
@wilreynolds
Network: Twitter

@wilreynolds
Asset:
Fantasy
Football
Name
Generator
@wilreynolds
Previous Successes

@wilreynolds
SPEND: $177 (Budget: $500)
DAYS: 4
CPC: .49
CAPS: $100/Day

@wilreynolds

40
Outcome
CAMPAIGN

IMPRESSIONS

CLICKS

RETWEETS

REPLIES

FOLLOW
S

ENGAGEMENT

#FantasyFootball

3,876

185

6

0

1

4.9...
LESSONS:
• Low impression volume
+ 1 tweet = death
• More than 1 tweet to promote
• Offbrand = no new followers
• $$ = Hav...
@HarrisNeifield
+
@AndrewMeyer8

@wilreynolds

43
$177 / follower - Not Impressed
@wilreynolds
Wins

@wilreynolds

http://www.flickr.com/photos/johncarleton
Network: nRelate

@wilreynolds
Asset: Infographic

@wilreynolds
Previous Successes

@wilreynolds
Previous Successes

@wilreynolds
SPEND: $700
DAYS: 3
CPC: .30
CAPS: None

@wilreynolds

50
IMPRESSIONS: 8,459,796
CLICKS: 2,343
CTR: .0277%
LINKS: 7
SOCIAL SHARES: 1*
@wilreynolds
LESSONS:
•
•
•
•
•

No time to test
Big Share Buttons at Top
A/B test asset title
Tech Gaming = Good nRelate
Get GA in ord...
COST = $700
SETUP/WATCH TIME = $300

--------------------------$1,000
@wilreynolds
$124 per link - Not Bad
@wilreynolds
Network: nRelate

@wilreynolds
Asset:
3 articles w/
Infographic
@wilreynolds
SPEND: $502.65
DAYS: 13
CPC: .15
CAPS: $50/Day

@wilreynolds

57
IMPRESSIONS: 4,192,887
CLICKS: 3,351
CTR: .0799%
LINKS: 11
SOCIAL SHARES: 1,000*
@wilreynolds
3 Articles
ARTICLE

CLICKS

LINKS

SOCIAL*

PC Gaming vs Console Gaming

304

1

--

Memes

352

1

--

DIY

1871

9

--

...
COST = $502
SETUP/WATCH TIME = $300

--------------------------$802
@wilreynolds
$72.91 per link – Let’s Drink!
@wilreynolds
Network: Taboola

@wilreynolds
Asset:
5 Articles,
Recognized
Food Brand
@wilreynolds
Previous Successes

@wilreynolds
SPEND: $1700
DAYS: 26
CPC: .15
CAPS: $75/Day

@wilreynolds

65
IMPRESSIONS: 20,050,570
CLICKS: 11,006
CTR: .0549%
LINKS: 82
SOCIAL SHARES: 1,000*
@wilreynolds
5 Articles
ARTICLE

CLICKS

LINKS

SOCIAL*

Beer Trend 2013

7372

10

77

“10 Best” Wine/Travel

1240

17

131

Sangria

...
Audience knows your
brand

Network: Taboola

@wilreynolds

68
Little impact

Network: Taboola

@wilreynolds

69
Audience knows you,
it doesn’t matter

Network: Taboola

@wilreynolds

70
Highest Bounce
Lowest PPVs
Lowest
Duration

Network: Taboola

@wilreynolds

71
Should have paused it

Network: Taboola

@wilreynolds

72
Next Time:
Create a Microconversion

Network: Taboola

@wilreynolds

73
MICRO CONVERSIONS:
• Clicks on Share buttons by Campaign
(not social plugin)
• Scroll to a certain point
• Sign up for new...
Make a BUSINESS Case

@wilreynolds
SocialCrawlytics

@wilreynolds
A/B Asset Testing
RESULTS

FRUITY OR FIZZY?

9 SIMPLE STEPS

Impressions

1,255,492

918,096

Clicks

658

494

CTR

0.052...
Referring Sites
RESULTS

OUTCOMES

USA Today

67.21% Bounce

Bloomberg

1.76 PPV vs 1.2 Site Average

MyFox(city)

98% Bou...
Aggregate Traffic to Landing Page
100000
90000

Traffic

80000
70000

+15,540 total
visits after referral
traffic ended

6...
LESSONS:
•
•
•
•

Get more like SEM
Next Buttons At Bottom
Additional Engagement
Clicks != Links (more research coming)

@...
COST = $1700
SETUP/WATCH TIME = $300

--------------------------$2,000
@wilreynolds
$24.39 per link – Let’s Get Wasted!
@wilreynolds
Network: outbrain

@wilreynolds
Education Infographic

@wilreynolds
Previous Successes

@wilreynolds
Previous Successes

@wilreynolds
SPEND: $194
DAYS: 2
CPC: .30 - .23
CAPS: $150/day

@wilreynolds

87
IMPRESSIONS: 480,103
CLICKS: 647
CTR: .13%
LINKS: TBD
SOCIAL SHARES: ??
@wilreynolds
5 headlines
ARTICLE
How do employers view online degrees

.21

What is the difference between an online and traditional de...
@wilreynolds

90
Testing 1,2,3
• Test Headlines before naming the
asset?
• How do headlines impact outcomes?

@wilreynolds
You guys are ****** GOOD!
@wilreynolds
To pull this off you need

@wilreynolds

93
Well
rounded
Data + SEO
+ SEM +
Social +
Analytics +
Negotiator
@wilreynolds
Hire someone for
$40,000 a year to “get links”

@wilreynolds

95
“Minions”

@wilreynolds

http://www.flickr.com/photos/mr-shtoopid
Tunnel Vision
@wilreynolds

http://www.flickr.com/photos/jugbo
Need:
Data Junkies
Growth Hacker

@wilreynolds
Where Next?

LinkedIn
Newsletters
Banner Ads?

@wilreynolds

http://www.flickr.com/photos/tripwolf
“Kill
Minions”

@wilreynolds

http://www.flickr.com/photos/mr-shtoopid
Share, or I’m asking him to find
your stuff

@wilreynolds

http://www.flickr.com/photos/mr-shtoopid
About me.
Wil Reynolds
Founder
@wilreynolds
facebook.com/wilreynolds

wilr@seerinteractive.com
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Wil Reynolds — Google Approved Paid Links?

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Transcript of "Wil Reynolds — Google Approved Paid Links?"

  1. 1. Google Approved Paid Links Wil Reynolds Associate @wilreynolds http://www.flickr.com/photos/68751915@N05/6551534889/
  2. 2. $10,000 Dollars in “Play” Money @wilreynolds
  3. 3. $10,000 Dollars in “Play” Money @wilreynolds
  4. 4. $10,000 in Play Money @wilreynolds
  5. 5. Go Forth and Use $$ to Get Links @wilreynolds 5
  6. 6. Eyeballs @wilreynolds http://www.flickr.com/photos/bayat/
  7. 7. Impressions @wilreynolds http://www.flickr.com/photos/bayat/
  8. 8. Attention @wilreynolds http://www.flickr.com/photos/theenmoy
  9. 9. Prayed, HARD @wilreynolds http://www.flickr.com/photos/theenmoy
  10. 10. 3 Outcomes @wilreynolds
  11. 11. Win @wilreynolds http://www.flickr.com/photos/theenmoy/
  12. 12. Lose @wilreynolds http://www.flickr.com/photos/theenmoy/
  13. 13. Wait @wilreynolds http://www.flickr.com/photos/theenmoy
  14. 14. The Players @wilreynolds 14
  15. 15. Losses @wilreynolds http://www.flickr.com/photos/eole
  16. 16. “Not Impressed” @wilreynolds
  17. 17. Zemanta @wilreynolds
  18. 18. Zemanta @wilreynolds
  19. 19. HOW DO THEY GET PAID? Impressions, CPM @wilreynolds 19
  20. 20. HOW DO PUBLISHERS GET PAID? Content is “suggested” to bloggers @wilreynolds 20
  21. 21. IMPACT • • • • 2-3 Clicks Avg No “follow on” links 8 Clients $500/mo @wilreynolds 21
  22. 22. 3 CHARACTERISTICS • Sites you would rarely visit • Low social signals • Lots of ads @wilreynolds 22
  23. 23. Network: nRelate @wilreynolds
  24. 24. Asset: Infographic @wilreynolds
  25. 25. Asset: Infographic (looked like this) @wilreynolds
  26. 26. “Not Impressed” @wilreynolds
  27. 27. Previous Successes @wilreynolds
  28. 28. I was VERY SKEPTICAL @wilreynolds
  29. 29. SPEND: $700 DAYS: 3 CPC: .30 CAPS: $50 @wilreynolds 29
  30. 30. IMPRESSIONS: 8,883,291 CLICKS: 2,335 CTR: .0277% LINKS: 1 SOCIAL SHARES: 1* @wilreynolds
  31. 31. PAGES PER VISIT: 1.07 DURATION: 15 seconds BOUNCE RATE: 95.16 @wilreynolds
  32. 32. Lessons: @wilreynolds
  33. 33. No “Mad Scientist” Time @wilreynolds http://www.flickr.com/photos/johncarleton
  34. 34. Aggregate Traffic to Landing 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. 35. COST = $700 SETUP/WATCH TIME = $300 --------------------------$1,000 @wilreynolds
  36. 36. $1,000 per link - Not Impressed @wilreynolds
  37. 37. Network: Twitter @wilreynolds
  38. 38. Asset: Fantasy Football Name Generator @wilreynolds
  39. 39. Previous Successes @wilreynolds
  40. 40. SPEND: $177 (Budget: $500) DAYS: 4 CPC: .49 CAPS: $100/Day @wilreynolds 40
  41. 41. Outcome CAMPAIGN IMPRESSIONS CLICKS RETWEETS REPLIES FOLLOW S ENGAGEMENT #FantasyFootball 3,876 185 6 0 1 4.95% ESPN & Yahoo FF 6,149 161 1 1 0 2.65% @wilreynolds
  42. 42. LESSONS: • Low impression volume + 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
  43. 43. @HarrisNeifield + @AndrewMeyer8 @wilreynolds 43
  44. 44. $177 / follower - Not Impressed @wilreynolds
  45. 45. Wins @wilreynolds http://www.flickr.com/photos/johncarleton
  46. 46. Network: nRelate @wilreynolds
  47. 47. Asset: Infographic @wilreynolds
  48. 48. Previous Successes @wilreynolds
  49. 49. Previous Successes @wilreynolds
  50. 50. SPEND: $700 DAYS: 3 CPC: .30 CAPS: None @wilreynolds 50
  51. 51. IMPRESSIONS: 8,459,796 CLICKS: 2,343 CTR: .0277% LINKS: 7 SOCIAL SHARES: 1* @wilreynolds
  52. 52. LESSONS: • • • • • No time to test Big Share Buttons at Top A/B test asset title Tech Gaming = Good nRelate Get GA in order @wilreynolds
  53. 53. COST = $700 SETUP/WATCH TIME = $300 --------------------------$1,000 @wilreynolds
  54. 54. $124 per link - Not Bad @wilreynolds
  55. 55. Network: nRelate @wilreynolds
  56. 56. Asset: 3 articles w/ Infographic @wilreynolds
  57. 57. SPEND: $502.65 DAYS: 13 CPC: .15 CAPS: $50/Day @wilreynolds 57
  58. 58. IMPRESSIONS: 4,192,887 CLICKS: 3,351 CTR: .0799% LINKS: 11 SOCIAL SHARES: 1,000* @wilreynolds
  59. 59. 3 Articles ARTICLE CLICKS LINKS SOCIAL* PC Gaming vs Console Gaming 304 1 -- Memes 352 1 -- DIY 1871 9 -- @wilreynolds
  60. 60. COST = $502 SETUP/WATCH TIME = $300 --------------------------$802 @wilreynolds
  61. 61. $72.91 per link – Let’s Drink! @wilreynolds
  62. 62. Network: Taboola @wilreynolds
  63. 63. Asset: 5 Articles, Recognized Food Brand @wilreynolds
  64. 64. Previous Successes @wilreynolds
  65. 65. SPEND: $1700 DAYS: 26 CPC: .15 CAPS: $75/Day @wilreynolds 65
  66. 66. IMPRESSIONS: 20,050,570 CLICKS: 11,006 CTR: .0549% LINKS: 82 SOCIAL SHARES: 1,000* @wilreynolds
  67. 67. 5 Articles ARTICLE CLICKS LINKS SOCIAL* Beer Trend 2013 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. 68. Audience knows your brand Network: Taboola @wilreynolds 68
  69. 69. Little impact Network: Taboola @wilreynolds 69
  70. 70. Audience knows you, it doesn’t matter Network: Taboola @wilreynolds 70
  71. 71. Highest Bounce Lowest PPVs Lowest Duration Network: Taboola @wilreynolds 71
  72. 72. Should have paused it Network: Taboola @wilreynolds 72
  73. 73. Next Time: Create a Microconversion Network: Taboola @wilreynolds 73
  74. 74. MICRO CONVERSIONS: • Clicks on Share buttons by Campaign (not social plugin) • Scroll to a certain point • Sign up for newsletter • Read Next Article @wilreynolds
  75. 75. Make a BUSINESS Case @wilreynolds
  76. 76. SocialCrawlytics @wilreynolds
  77. 77. A/B Asset Testing RESULTS FRUITY OR 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. 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. 79. Aggregate Traffic to Landing 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. 80. LESSONS: • • • • Get more like SEM Next Buttons At Bottom Additional Engagement Clicks != Links (more research coming) @wilreynolds
  81. 81. COST = $1700 SETUP/WATCH TIME = $300 --------------------------$2,000 @wilreynolds
  82. 82. $24.39 per link – Let’s Get Wasted! @wilreynolds
  83. 83. Network: outbrain @wilreynolds
  84. 84. Education Infographic @wilreynolds
  85. 85. Previous Successes @wilreynolds
  86. 86. Previous Successes @wilreynolds
  87. 87. SPEND: $194 DAYS: 2 CPC: .30 - .23 CAPS: $150/day @wilreynolds 87
  88. 88. IMPRESSIONS: 480,103 CLICKS: 647 CTR: .13% LINKS: TBD SOCIAL SHARES: ?? @wilreynolds
  89. 89. 5 headlines ARTICLE How do employers 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
  90. 90. @wilreynolds 90
  91. 91. Testing 1,2,3 • Test Headlines before naming the asset? • How do headlines impact outcomes? @wilreynolds
  92. 92. You guys are ****** GOOD! @wilreynolds
  93. 93. To pull this off you need @wilreynolds 93
  94. 94. Well rounded Data + SEO + SEM + Social + Analytics + Negotiator @wilreynolds
  95. 95. Hire someone for $40,000 a year to “get links” @wilreynolds 95
  96. 96. “Minions” @wilreynolds http://www.flickr.com/photos/mr-shtoopid
  97. 97. Tunnel Vision @wilreynolds http://www.flickr.com/photos/jugbo
  98. 98. Need: Data Junkies Growth Hacker @wilreynolds
  99. 99. Where Next? LinkedIn Newsletters Banner Ads? @wilreynolds http://www.flickr.com/photos/tripwolf
  100. 100. “Kill Minions” @wilreynolds http://www.flickr.com/photos/mr-shtoopid
  101. 101. Share, or I’m asking him to find your stuff @wilreynolds http://www.flickr.com/photos/mr-shtoopid
  102. 102. About me. Wil Reynolds Founder @wilreynolds facebook.com/wilreynolds wilr@seerinteractive.com
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