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small tests
BIG INSIGHTS
aaron levy
director of ppc
seer.is/emetrics2014
@bigalittlea
5
SEER Interactive is an Internet Marketing
agency that specializes in Search Marketing
and Analytics.
SEER Interactive’s ...
why are you here?
flickr.com/photos/weissenbachpr/
@bigalittlea
oh yeah, we’ve got a
ppc team!
9@bigalittlea
good roi? table stakes
flickr.com/photos/nationaalarchief/
11@bigalittlea
old school questions
flickr.com/photos/ul_digital_library/
existing
new
crazy
flickr.com/photos/usnationalarchives/
find hidden gems
15
MARKETING
SITE
BUSINESS
keyword device
copy
product
localizationcreative
inventory impact
content
@bigalittlea
16
SITE
BUSINESS
MARKETING
keyword device
copy
product
localizationcreative
inventory impact
content
@bigalittlea
17
where should we focus?
18
prioritize seo (duh)
KEYWORDSELECTION
@bigalittlea
19
20
flickr.com/photos/anmm_thecommons/
great, you win!
22
SQ Report by dimension
KEYWORDSELECTION
23
feature development
faqs
prioritize seo (duh)
content inspiration
localization
KEYWORDSELECTION
@bigalittlea
24
will competition be a hurdle?
flickr.com/photos/nationaalarchief/
25
KEYWORDSELECTION
1.0
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
2.0
$3.00
$3.50
$4.00
$4.50
$5.00
$5.50
CPC Avg. Pos
@bigalitt...
26
27
what copy works?
flickr.com/photos/nationaalarchief/
28
CREATIVE
vs.
@bigalittlea
30
CREATIVE
click
through rate
click to
conversion
impression to
conversion
a 0.24% 1.3% 0.030%
b 0.21% 1.2% 0.026%
c 0.43...
31
offline
email design
branding
media
retargeting
CREATIVE
@bigalittlea
32
SITE
BUSINESS
MARKETING
keyword device
copy
product
localizationcreative
inventory impact
content
@bigalittlea
33
prioritized development?
34
RESPONSIVEPRIORITY
@bigalittlea
35
RESPONSIVEPRIORITY
36
RESPONSIVEPRIORITY
37
vintagewinter.com
clicks
conv.
rate
convs. $$
$ on the
table
computers 352,386 2.32% 8,175 $1,635,071
tablets 34,456 0....
38
+$128,865?!?!?
RESPONSIVEPRIORITY
@bigalittlea
flickr.com/photos/anmm_thecommons/
you win again!
flickr.com/photos/usnationalarchives/
should i build local pages?
41
LOCALIZATION
@bigalittlea
43
kinda useless
@bigalittlea
LOCALIZATION
Feature development
flickr.com/photos/nationaalarchief/
what plagues my audience?
47
who
what
where
when
why
how
USES&FEATURES
do
can
if
@bigalittlea
48
USES&FEATURES
Queries Imps Clicks
how to make a squeeze page 771 62
how to create a squeeze page 727 70
how to build a ...
49
USES&FEATURES
Row Labels Imps Clicks
what is a squeeze page 5,310 199
what is brand 1,588 201
what is an autoresponder ...
50
SITE
BUSINESS
MARKETING
keyword device
copy
offline
localizationcreative
inventory impact
content
@bigalittlea
flickr.com/photos/anmm_thecommons/
who needs what?
@ladycuscus
@bigalittlea
53
INVENTORY
@bigalittlea
54
INVENTORY
country region leads
conv.
rate
cpa
lost
leads
canada prince edward island 4 5.6% $36.06 6
canada nova scotia...
55
ca impression share?
40%
INVENTORY
@bigalittlea
“canada is fully utilized”
57
1,992 potential leads
10% lower cpa
INVENTORY
@bigalittlea
move inventory north. fast.
flickr.com/photos/nationaalarchief/
flickr.com/photos/nlireland/
what happened when…?
60
% brand lift
MEASURINGIMPACT
@bigalittlea
61
(not provided)
MEASURINGIMPACT
@bigalittlea
@nick_vigg
@bigalittlea
Brand CTR
put butts in seats
flickr.com/photos/nationaalarchief/
bus wraps + radio = ???
flickr.com/photos/swedish_heritage_board/
65
MEASURINGIMPACT
r r r
-b
r
@bigalittlea
66
OFFLINETOONLINE
estimated total conversions
@bigalittlea
67
great concept, but..….
flickr.com/photos/nationaalarchief/
69
flickr.com/photos/statelibraryofnsw/
find hidden gems
71
MARKETING
SITE
BUSINESS
interest
designpromo
product device
customer
@bigalittlea
72
SITE
BUSINESS
interest
designpromo
product device
customer
MARKETING
@bigalittlea
what promos work?
flickr.com/photos/usnationalarchives/
74
4.1% cvr 3.7% cvr
PROMOTESTING
75
4.1% cvr ???
PROMOTESTING
76
no.
PROMOTESTING
77
what content should we write?
flickr.com/photos/usnationalarchives
78
CONTENTDEVELOPMENT
Visitor comes
to your site
Visitor added
to list
Visitor leaves
Your ad displays
across the web
Visi...
79
CONTENTDEVELOPMENT
Visitor comes
to your site
Visitor added
to list
Visitor leaves
Your ad displays
across the web
Visi...
80
let’s watch!
flickr.com/photos/usnationalarchives
81
82
SITE
BUSINESS
interest
designpromo
product device
customer
MARKETING
@bigalittlea
83
what should it look like?
flickr.com/photos/usnationalarchives
84
SITEAUDITIONS
85
SITEAUDITIONS
86
SITEAUDITIONS
87
SITEAUDITIONS
88
center
14.0% cr
SITEAUDITIONS
right
7.1% cr
right
12.3% cr
left
7.2% cr
@bigalittlea
89
SITEAUDITIONS
obile site
should i do that mobile thing?
91
mature campaigns
anxious cmo
crappy mobile site
MOBILETEST
@bigalittlea
92
test with the best
exact match only
sky-high mobile bids
MOBILETEST
@bigalittlea
93
expected winner?
58% higher mobile cpa
expected loser?
37% lower cpa
MOBILETEST
@bigalittlea
94
test actually spent
3% of total budget
test could’ve spent
13% of total budget
MOBILETEST
@bigalittlea
95
SITE
BUSINESS
interest
designimpact
product mobile
customer
MARKETING
@bigalittlea
96
what do my customers want?
flickr.com/photos/usnationalarchives/
97
…so put the best products
on the page…?
PRODUCTPRIORITY
@bigalittlea
98
• PRODUCT PRIORITY
99
PRODUCTPRIORITY
thegraphicsfairy.com/
@bigalittlea
100
101
best stuff, front & center
flickr.com/photos/usnationalarchives/
102
who are are our customers?
flickr.com/photos/usnationalarchives/
let‘s get
creepy
flickr.com/photos/nationaalarchief/
104
KNOWYOURAUDIENCE
flickr.com/photos/statelibraryofnsw/
take a leap of faith
108
SITEBUSINESS
MARKETING
research
@bigalittlea
do i need a call center?
flickr.com/photos/usnationalarchives/
111
free-ninety-nine
VOLUMETESTING
@bigalittlea
112
is this a
good idea?
flickr.com/photos/nationaalarchief/
flickr.com/photos/nationaalarchief/
where should we go next?
flickr.com/photos/nationaalarchief/
should i buy beer for ppcers?
seer.is/emetrics2014
@bigalittlea
seer.is/jobbies
Small Tests, Big Insights - Using PPC To Solve Business Puzzles
Small Tests, Big Insights - Using PPC To Solve Business Puzzles
Small Tests, Big Insights - Using PPC To Solve Business Puzzles
Small Tests, Big Insights - Using PPC To Solve Business Puzzles
Small Tests, Big Insights - Using PPC To Solve Business Puzzles
Small Tests, Big Insights - Using PPC To Solve Business Puzzles
Small Tests, Big Insights - Using PPC To Solve Business Puzzles
Small Tests, Big Insights - Using PPC To Solve Business Puzzles
Small Tests, Big Insights - Using PPC To Solve Business Puzzles
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Small Tests, Big Insights - Using PPC To Solve Business Puzzles

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Transcript of "Small Tests, Big Insights - Using PPC To Solve Business Puzzles"

  1. 1. small tests BIG INSIGHTS aaron levy director of ppc
  2. 2. seer.is/emetrics2014 @bigalittlea
  3. 3. 5 SEER Interactive is an Internet Marketing agency that specializes in Search Marketing and Analytics. SEER Interactive’s experienced team of strategists take an Analytics- first approach to maximizing the use of the Internet as a medium for building awareness and driving leads and sales. Founded in 2002, SEER Interactive has office locations in Philadelphia and San Diego and has had the pleasure of working with clients across many industries including Financial Services, Healthcare, Education, eCommerce, Fashion and Technology, from start-ups through Fortune 25 companies, both domestically and abroad.
  4. 4. why are you here?
  5. 5. flickr.com/photos/weissenbachpr/ @bigalittlea
  6. 6. oh yeah, we’ve got a ppc team!
  7. 7. 9@bigalittlea
  8. 8. good roi? table stakes flickr.com/photos/nationaalarchief/
  9. 9. 11@bigalittlea
  10. 10. old school questions flickr.com/photos/ul_digital_library/
  11. 11. existing new crazy
  12. 12. flickr.com/photos/usnationalarchives/ find hidden gems
  13. 13. 15 MARKETING SITE BUSINESS keyword device copy product localizationcreative inventory impact content @bigalittlea
  14. 14. 16 SITE BUSINESS MARKETING keyword device copy product localizationcreative inventory impact content @bigalittlea
  15. 15. 17 where should we focus?
  16. 16. 18 prioritize seo (duh) KEYWORDSELECTION @bigalittlea
  17. 17. 19
  18. 18. 20
  19. 19. flickr.com/photos/anmm_thecommons/ great, you win!
  20. 20. 22 SQ Report by dimension KEYWORDSELECTION
  21. 21. 23 feature development faqs prioritize seo (duh) content inspiration localization KEYWORDSELECTION @bigalittlea
  22. 22. 24 will competition be a hurdle? flickr.com/photos/nationaalarchief/
  23. 23. 25 KEYWORDSELECTION 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2.0 $3.00 $3.50 $4.00 $4.50 $5.00 $5.50 CPC Avg. Pos @bigalittlea
  24. 24. 26
  25. 25. 27 what copy works? flickr.com/photos/nationaalarchief/
  26. 26. 28 CREATIVE vs. @bigalittlea
  27. 27. 30 CREATIVE click through rate click to conversion impression to conversion a 0.24% 1.3% 0.030% b 0.21% 1.2% 0.026% c 0.43% 1.1% 0.031% d 0.12% 1.5% 0.028% e 0.29% 2.0% 0.082% f 0.26% 1.4% 0.040% @bigalittlea
  28. 28. 31 offline email design branding media retargeting CREATIVE @bigalittlea
  29. 29. 32 SITE BUSINESS MARKETING keyword device copy product localizationcreative inventory impact content @bigalittlea
  30. 30. 33 prioritized development?
  31. 31. 34 RESPONSIVEPRIORITY @bigalittlea
  32. 32. 35 RESPONSIVEPRIORITY
  33. 33. 36 RESPONSIVEPRIORITY
  34. 34. 37 vintagewinter.com clicks conv. rate convs. $$ $ on the table computers 352,386 2.32% 8,175 $1,635,071 tablets 34,456 0.45% 155 $31,010 $128,865
  35. 35. 38 +$128,865?!?!? RESPONSIVEPRIORITY @bigalittlea
  36. 36. flickr.com/photos/anmm_thecommons/ you win again!
  37. 37. flickr.com/photos/usnationalarchives/ should i build local pages?
  38. 38. 41 LOCALIZATION @bigalittlea
  39. 39. 43 kinda useless @bigalittlea LOCALIZATION
  40. 40. Feature development flickr.com/photos/nationaalarchief/ what plagues my audience?
  41. 41. 47 who what where when why how USES&FEATURES do can if @bigalittlea
  42. 42. 48 USES&FEATURES Queries Imps Clicks how to make a squeeze page 771 62 how to create a squeeze page 727 70 how to build a squeeze page 214 34 how to create a squeeze page in wordpress 177 25 how to use brand 132 33 how to make a squeeze page on wordpress 104 19 how to make squeeze page 58 19 how to setup a squeeze page on wordpress 50 9 how to setup a squeeze page 49 15 how to create a squeeze page for free 49 10 how much does brand cost 46 18 how to setup an autoresponder 35 12 how does brand work 30 13 how to create a squeeze page free 29 9 how to create squeeze pages 28 10 how to create a squeeze page in wordpress free 28 10
  43. 43. 49 USES&FEATURES Row Labels Imps Clicks what is a squeeze page 5,310 199 what is brand 1,588 201 what is an autoresponder 701 55 what is mailchimp 189 2 what is squeeze page 101 14 what is auto response 98 3 what is autoresponder 82 22 what are autoresponders 61 10 what is mail chimp 60 1 what is a squeeze page examples 57 13 what is a autoresponder 56 12 what are squeeze pages 38 3 what does brand do 25 6 what is brand account 24 13
  44. 44. 50 SITE BUSINESS MARKETING keyword device copy offline localizationcreative inventory impact content @bigalittlea
  45. 45. flickr.com/photos/anmm_thecommons/ who needs what?
  46. 46. @ladycuscus @bigalittlea
  47. 47. 53 INVENTORY @bigalittlea
  48. 48. 54 INVENTORY country region leads conv. rate cpa lost leads canada prince edward island 4 5.6% $36.06 6 canada nova scotia 37 4.5% $43.46 56 united states connecticut 88 6.7% $44.76 canada manitoba 54 4.6% $45.29 81 united states wyoming 31 6.6% $47.33 canada saskatchewan 63 4.6% $47.76 95 canada newfoundland and labrador 16 3.5% $51.64 24 united states colorado 207 6.3% $52.60 united states new mexico 70 5.5% $53.31 united states indiana 149 5.8% $55.15 united states minnesota 145 5.9% $55.22 united states utah 94 5.4% $55.60 united states florida 746 5.6% $55.76 canada alberta 250 4.5% $56.91 375 united states oregon 90 5.0% $56.96 united states north carolina 244 5.9% $56.96 united states vermont 28 5.7% $57.63 united states nevada 73 5.4% $58.37 united states hawaii 33 4.9% $59.97 united states north dakota 44 4.4% $60.36 canada british columbia 193 3.9% $60.64 290
  49. 49. 55 ca impression share? 40% INVENTORY @bigalittlea
  50. 50. “canada is fully utilized”
  51. 51. 57 1,992 potential leads 10% lower cpa INVENTORY @bigalittlea
  52. 52. move inventory north. fast. flickr.com/photos/nationaalarchief/
  53. 53. flickr.com/photos/nlireland/ what happened when…?
  54. 54. 60 % brand lift MEASURINGIMPACT @bigalittlea
  55. 55. 61 (not provided) MEASURINGIMPACT @bigalittlea
  56. 56. @nick_vigg @bigalittlea
  57. 57. Brand CTR put butts in seats flickr.com/photos/nationaalarchief/
  58. 58. bus wraps + radio = ??? flickr.com/photos/swedish_heritage_board/
  59. 59. 65 MEASURINGIMPACT r r r -b r @bigalittlea
  60. 60. 66 OFFLINETOONLINE estimated total conversions @bigalittlea
  61. 61. 67
  62. 62. great concept, but..…. flickr.com/photos/nationaalarchief/
  63. 63. 69
  64. 64. flickr.com/photos/statelibraryofnsw/ find hidden gems
  65. 65. 71 MARKETING SITE BUSINESS interest designpromo product device customer @bigalittlea
  66. 66. 72 SITE BUSINESS interest designpromo product device customer MARKETING @bigalittlea
  67. 67. what promos work? flickr.com/photos/usnationalarchives/
  68. 68. 74 4.1% cvr 3.7% cvr PROMOTESTING
  69. 69. 75 4.1% cvr ??? PROMOTESTING
  70. 70. 76 no. PROMOTESTING
  71. 71. 77 what content should we write? flickr.com/photos/usnationalarchives
  72. 72. 78 CONTENTDEVELOPMENT Visitor comes to your site Visitor added to list Visitor leaves Your ad displays across the web Visitor returns to your site, more conversions!
  73. 73. 79 CONTENTDEVELOPMENT Visitor comes to your site Visitor added to list Visitor leaves Your ad displays across the web Visitor returns to your site, more conversions!
  74. 74. 80 let’s watch! flickr.com/photos/usnationalarchives
  75. 75. 81
  76. 76. 82 SITE BUSINESS interest designpromo product device customer MARKETING @bigalittlea
  77. 77. 83 what should it look like? flickr.com/photos/usnationalarchives
  78. 78. 84 SITEAUDITIONS
  79. 79. 85 SITEAUDITIONS
  80. 80. 86 SITEAUDITIONS
  81. 81. 87 SITEAUDITIONS
  82. 82. 88 center 14.0% cr SITEAUDITIONS right 7.1% cr right 12.3% cr left 7.2% cr @bigalittlea
  83. 83. 89 SITEAUDITIONS
  84. 84. obile site should i do that mobile thing?
  85. 85. 91 mature campaigns anxious cmo crappy mobile site MOBILETEST @bigalittlea
  86. 86. 92 test with the best exact match only sky-high mobile bids MOBILETEST @bigalittlea
  87. 87. 93 expected winner? 58% higher mobile cpa expected loser? 37% lower cpa MOBILETEST @bigalittlea
  88. 88. 94 test actually spent 3% of total budget test could’ve spent 13% of total budget MOBILETEST @bigalittlea
  89. 89. 95 SITE BUSINESS interest designimpact product mobile customer MARKETING @bigalittlea
  90. 90. 96 what do my customers want? flickr.com/photos/usnationalarchives/
  91. 91. 97 …so put the best products on the page…? PRODUCTPRIORITY @bigalittlea
  92. 92. 98 • PRODUCT PRIORITY
  93. 93. 99 PRODUCTPRIORITY thegraphicsfairy.com/ @bigalittlea
  94. 94. 100
  95. 95. 101 best stuff, front & center flickr.com/photos/usnationalarchives/
  96. 96. 102 who are are our customers? flickr.com/photos/usnationalarchives/
  97. 97. let‘s get creepy flickr.com/photos/nationaalarchief/
  98. 98. 104 KNOWYOURAUDIENCE
  99. 99. flickr.com/photos/statelibraryofnsw/ take a leap of faith
  100. 100. 108 SITEBUSINESS MARKETING research @bigalittlea
  101. 101. do i need a call center? flickr.com/photos/usnationalarchives/
  102. 102. 111 free-ninety-nine VOLUMETESTING @bigalittlea
  103. 103. 112
  104. 104. is this a good idea? flickr.com/photos/nationaalarchief/
  105. 105. flickr.com/photos/nationaalarchief/ where should we go next?
  106. 106. flickr.com/photos/nationaalarchief/ should i buy beer for ppcers?
  107. 107. seer.is/emetrics2014 @bigalittlea
  108. 108. seer.is/jobbies
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