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

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

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Aaron Levy's presentat

Aaron Levy's presentat

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

    • 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 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.
    • 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 @bigalittlea
    • 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% 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
    • 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 0.45% 155 $31,010 $128,865
    • 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 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
    • 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
    • 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 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
    • 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 Visitor returns to your site, more conversions!
    • 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!
    • 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