Christi olson-huzzah-searchand social

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  • Diff between an agency and toolset:Agency should do end to end management, you provide high level strategy and they implement and execute. If you have the resources on hand to execute online campaigns who understand online marketing it can be more cost efficient to use a toolset for optimization.Can an agency meet your expectations? If you are looking for someone to essentially be an extension of your marketing team, NO! Most agencies will do a good job executing your well thought through strategy and plan, but without your direction towards KPIs and goals, they will not meet your expectations.  Also, it’s good to note that you won’t be your account reps only client, so you should have discussions with an agency about the level of customer service they can provide you prior to signing a contract.
  • Having quantitative data on how people interact with your landing pages is one of the benefits to online marketing! Take advantage of it!
  • Christi olson-huzzah-searchand social

    1. 1. Advanced Paid Search Marketing<br />Christi Olson<br />Windows Consumer Mktg<br />
    2. 2. Introduction<br />Today is all about YOU!<br />Who is here?<br />What was your first online marketing campaign?<br />What do you want to learn today?<br />
    3. 3. Agency or In-House SEM mGMT<br />Paid Search Marketing Track:<br />
    4. 4. Agency or In-House?<br />Do you need an agency?<br />Choosing an agency<br />Fee structures<br />
    5. 5. Do you need an agency?<br />What do you want/need?<br />Are you looking for an agency or a tool set?<br />Will an agency be able to meet your expectations?<br />
    6. 6. How to Choose an Agency<br />Define and prioritize your needs before you review solutions<br />Identify a short list of vendors that meet your requirements<br />Check references<br />Don’t just check the names that they give, but use your network to find others that you know who are also using their services<br />Ask for a low priced trial or a test period<br />Negotiate on price<br />
    7. 7. Key Requirements<br />Create a matrix of your key requirements for an agency and evaluate the candidates:<br />
    8. 8. Pricing<br />Similarly, look at the pricing of the agencies you are evaluating and determine if the costs are inline with your expectations.<br />
    9. 9. Agency Pricing – Example 2<br />Understanding Tiered Fee Structure… and determining the break even points<br />Some agencies negotiate a tiered fee structure. Make sure you get in writing how the agency calculates the fee’s based off of the tiered structure.<br />Make sure you evaluate the pricing structure to find the breakeven point for minimum monthly fee’s.<br />
    10. 10. Agency Pricing – Example 2<br />Understanding Tiered Fee Structure… and determining the break even points<br />Some agencies negotiate a tiered fee structure. Make sure you get in writing how the agency calculates the fee’s based off of the tiered structure.<br />
    11. 11. Agency or In-House Key Takeaways<br />Use an agency if you do not have anyone in house with online marketing expertise, or you do not want to spend $ and time training someone.<br />There are good agencies at all price levels<br />However, you usually give up 1:1 time account management w/lower prices<br />Identify and prioritize your needs first<br />Meet with 2-5 agencies that meet those needs<br />Choose based on functionality & price<br />If you are unsure about an agency ask for a 3 month trial period.<br />
    12. 12. Testing Methodologies<br />Paid Search Marketing Track:<br />
    13. 13. Testing Methodologies<br />A/B vs. Multivariate Testing<br />Planning<br />Getting Started<br />Monitoring & Reporting<br />What’s next?<br />
    14. 14. Difference between A/B & Multivariate<br />A/B Testing: <br />Simply comparing one object against another<br />Multivariate Testing:<br />Testing multiple variables simultaneously<br />
    15. 15. Difference between A/B & Multivariate<br />A/B Testing: <br />Simply comparing one object against another<br />Multivariate Testing:<br />Testing multiple variables simultaneously<br />
    16. 16. A/B Tests<br />Best for:<br />Low to High volume traffic<br />Test the layout and design of a webpage<br />A/B & Multivariate Tests<br />Multivariate Tests<br />Best for:<br />High volume traffic (1,000+ clicks/page views per week)<br />More complex to implement<br />Layout and design stays the same, testing content<br />Change specific parts of the site (headlines, images, copy, logos, footers, etc)<br />
    17. 17. 6 Simple Steps for Planning<br />Choose your test page<br />Choose the conversion page<br />Choose the type of test (Multivariate or A/B)<br />Select & Create Content for Experiment Pages<br />Add tracking tags to Experiment Pages<br />Q/A your Experiment Page<br />GO!<br />
    18. 18. What should you test?<br />Determine what is the goal of the page?<br />What end action do you want users to take?<br />Is your end action clearly represented on your page?<br />What sections of the page significantly impact a users ability to take that action?<br />
    19. 19. What should you test?<br />Determine what is the goal of the page?<br />What end action do you want users to take?<br />Is your end action clearly represented on your page?<br />What sections of the page significantly impact a users ability to take that action?<br />
    20. 20. What should you test?<br />Determine what is the goal of the page?<br />What end action do you want users to take?<br />Is your end action clearly represented on your page?<br />What sections of the page significantly impact a users ability to take that action?<br />
    21. 21. Windows Landing Page Optimization Test<br />Case Study:<br />Created a custom Search Landing Page to drive users down one of three possible conversion paths: Purchase, Research, & Upgrade.<br />Control Layout<br />Goals:<br />Understand if the layout and design of page could be altered to send more traffic down the conversion funnel. <br />Increase on-page click-thru to 50%<br />
    22. 22. Windows Landing Page Optimization Test<br />Case Study:<br />Control Layout<br />Experimental Layout:<br />New Layout showed 89% lift in on-page click-thru<br />Results:<br />
    23. 23. Windows Landing Page Optimization Test<br />Next we tested if the location of the pictures influced on page click-thru:<br />Control Layout<br />Experimental Layout:<br />YES! Click-thru saw a 49% lift with new design<br />Results:<br />
    24. 24. Measurement & Reporting<br />Don’t get lost in the numbers!<br />Know what you need to look at, ignore the rest<br />Build your own conversion funnel analysis to understand where you are losing people – and how to keep them on the path to conversion<br />Create a forecast for your campaigns<br />Defining quantitative goals in advance give you a measure for success.<br />Change and redefine your goals as your tests become more sophisticated<br />
    25. 25. Testing Take-aways<br />Develop a testing schedule<br />Look at least 3 months out<br />Know what to look at, ignore the rest<br />The closer to conversion that you can improve the landing page, the more impact it will have on bottom line<br />Landing page tests are critical<br />Be sure your % breakdowns between the control & experiment pages provide a large enough sample size and confirm your results are statistically significant.<br />
    26. 26. Huzzah! Search & Social Workshop<br />Thanks for Attending!<br />Any Final Questions?<br />Christi Olson<br />Huzzah & WOOT Trainer<br />Senior Search Manager, Microsoft<br />509.869.7545 | ChristiOlson@live.com<br />
    27. 27. Appendix<br />
    28. 28. A/B Ad Copy Tests<br />A<br />C<br />E<br />G<br />A. Choosing a Computer?<br />Choosing a Computer?<br />Titles<br />Get a PC designed for Work & Play<br />B. Get your Perfect PC<br />Have a good time, anytime, anywhere<br />Microsoft.com/Why-Choose-a-PC<br />C. Get a PC designed for Work & Play<br />Desc. Line 1<br />A<br />C<br />E<br />H<br />D. Computers for Work & Play<br />Choosing a Computer?<br />Get a PC designed for Work & Play<br />Have a good time, anytime, anywhere<br />E. Have a good time, anytime, anywhere<br />Desc. Line 2<br />Microsoft.com/PC-vs-Mac<br />F. PCs with Windows 7 do it all!<br />B<br />C<br />E<br />G<br />Get your Perfect PC<br />G. Microsoft.com/Why-Choose-a-PC<br />Get a PC designed for Work & Play<br />Display URL<br />Have a good time, anytime, anywhere<br />H. Microsoft.com/PC-vs-Mac<br />Microsoft.com/Why-Choose-a-PC<br />B<br />C<br />E<br />H<br />Get your Perfect PC<br />Get a PC designed for Work & Play<br />Have a good time, anytime, anywhere<br />Microsoft.com/PC-vs-Mac<br />
    29. 29. A/B Ad Copy Tests<br />How many possible combinations can you be testing?<br />Title<br />Description Line 1<br />A<br />C<br />E<br />G<br />A<br />C<br />E<br />H<br />A<br />D<br />E<br />G<br />A<br />D<br />E<br />H<br />A<br />C<br />F<br />G<br />A<br />C<br />F<br />H<br />A<br />D<br />F<br />G<br />A<br />D<br />F<br />H<br />A<br />E<br />C<br />G<br />A<br />E<br />C<br />H<br />A<br />E<br />D<br />G<br />A<br />E<br />D<br />H<br />A<br />F<br />C<br />G<br />A<br />F<br />C<br />H<br />A<br />F<br />D<br />G<br />A<br />F<br />D<br />H<br />Description Line 2<br />8<br />2 4<br />A. Choosing a Computer?<br />Display URL<br />Titles<br />B. Get your Perfect PC<br />C. Get a PC designed for Work & Play<br />Desc. Line 1<br />D. Computers for Work & Play<br />E. Have a good time, anytime, anywhere<br />Desc. Line 2<br />B<br />D<br />F<br />G<br />B<br />C<br />E<br />G<br />B<br />C<br />E<br />H<br />B<br />D<br />E<br />G<br />B<br />D<br />E<br />H<br />B<br />C<br />F<br />G<br />B<br />C<br />F<br />H<br />B<br />D<br />F<br />H<br />B<br />E<br />C<br />G<br />B<br />E<br />C<br />H<br />B<br />E<br />D<br />G<br />B<br />E<br />D<br />H<br />B<br />F<br />C<br />G<br />B<br />C<br />E<br />H<br />B<br />F<br />D<br />G<br />B<br />F<br />D<br />H<br />F. PCs with Windows 7 do it all!<br />1 6<br />3 2<br />G. Microsoft.com/Why-Choose-a-PC<br />Display URL<br />H. Microsoft.com/PC-vs-Mac<br />If you add in Destination URL:<br /> 64 combinations<br />

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