Searchfest 2014: Beyond the Thunderdome, When You Run Out of PPC Fuel

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SEMPDX 2014, February 28. Beyond the Thunderdome, When You Run Out of PPC Fuel. Overview and case studies on Reddit Ads, LinkedIn Sponsored Updates, Yahoo InStream, Tumblr and tying it to ROI.

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Searchfest 2014: Beyond the Thunderdome, When You Run Out of PPC Fuel

  1. 1. Beyond the Thunderdome: When You Run Out of PPC Fuel #searchfest 2014 Elizabeth Marsten
  2. 2. ELIZABETH MARSTEN (ME) • VP of Search Marketing • Pay-Per-Clip Marketer • SEO, Social, PPC • @ebkendo • http://bitly.com/bundles/ebkendo/5 2
  3. 3. WHERE'S PORTENT? 3 Technically speaking, here. More specifically, here.
  4. 4. AT THE END OF THE PARADE 4 Multiply by 700,000 More specifically,
  5. 5. 5 The Rules of the Thunderdome
  6. 6. NO GOOGLE DISTRACTIONS @ebkendo #searchfest 6
  7. 7. More two men enter, one man leaves.
  8. 8. Reddit Ads
  9. 9. REDDIT QUICK HITS • 2 day manual review • Submit once, check twice first • CPM: .75 per 1,000 • $5 minimum • No geotargeting @ebkendo #searchfest 9
  10. 10. REDDIT QUICK HITS • Impression rate varies by targeted area • 70x70 thumbnail • Deposit and it’s gone • Subreddits are your friend • Prepare for comments @ebkendo #searchfest 10
  11. 11. BAD REDDIT @ebkendo #searchfest 11
  12. 12. REDDIT COMMENTS @ebkendo #searchfest 12
  13. 13. GOOD REDDIT @ebkendo #searchfest 13
  14. 14. GOOD REDDIT @ebkendo #searchfest 14
  15. 15. GOOD SUBREDDIT @ebkendo #searchfest 15
  16. 16. HAD THE BEST INSTRUCTIONS EVER 16
  17. 17. Yahoo InStream
  18. 18. REMEMBER THOSE GUYS? 18
  19. 19. YAHOO QUICK HITS • “Instream” newsfeed • CPC (.25-1.00) • No minimum • Daily cap • Create your own ads or not @ebkendo #searchfest 19
  20. 20. 20
  21. 21. YAHOO 21
  22. 22. Tumblr
  23. 23. NOT JUST FOR RYAN GOSLING @ebkendo #searchfest 23
  24. 24. TUMBLR • 4 types: mobile, web, radar, spotlight • Web: photo, gif, video, audio, text • No online self-serve platform • Strong organic presence recommended • Promoted post needs to be Tumblr audience friendly @ebkendo #searchfest 24
  25. 25. TUMBLR • Run of network • Cost per engagement • $10,000 minimum investment per week • Ads on Tumblr must feed back into a Tumblr @ebkendo #searchfest 25
  26. 26. TUMBLR @ebkendo #searchfest 26
  27. 27. LOCAL TUMBLR AD @ebkendo #searchfest 27
  28. 28. TUMBLR ADSENSE @ebkendo #searchfest 28
  29. 29. TUMBLR ADSENSE @ebkendo #searchfest 29
  30. 30. THINGSTHATARECHEAPERTHANWHATSAP 30
  31. 31. LinkedIn
  32. 32. SPONSORED UPDATES • A lot of “lift” for a post • CPC or CPM • If you’re going to pay those high LinkedIn CPCs anyway… • Target and target again • Use a business account @ebkendo #searchfest 32
  33. 33. SPONSORED UPDATES @ebkendo #searchfest 33
  34. 34. SET 2 GOALS FOR “SUCCESS” 1. Engagement & awareness 2. Call to action: download, sign up, leads @ebkendo #searchfest 34
  35. 35. QUALITY ENGAGEMENT @ebkendo #searchfest 35
  36. 36. Mad Max: Fury Road. In theaters May 2015
  37. 37. Measuring (cough) ROI
  38. 38. SOCIAL PPC PLATFORMS What is a “Like” worth anyway? 38
  39. 39. SOCIAL PPC PLATFORMS Conversation Rate* Avinash said it. 39
  40. 40. TREAT IT LIKE A SEARCH-DISPLAY BLEND Last Click Attribution Assisted Conversions Engagement Awareness 40
  41. 41. MULTI TOUCH ATTRIBUTION • YouTube Ads – driving to videos • Double digit spend • Videos were how to/what is type • Low direct sales • But what is it really worth? 41
  42. 42. YOUTUBE CASE STUDY 42 Segments Days from first touch to conversion Lift ROI 2 touches or more 30 2.4% 855% 2 touches or more 60 2.9% 1111% 2 touches or more 90 3.3% 1263 4.5% of annual total online revenue would disappear if they turned off YouTube ads.
  43. 43. SOCIAL PPC PLATFORMS But my CFO/boss dude won’t buy that. Maybe. Got to start somewhere though. 43
  44. 44. SOCIAL PPC PLATFORMS What is “success?” Define it. Sneak it in if you have to. 44
  45. 45. SUCCESS I got this! 45
  46. 46. OR RESORT TO COMMUNICATING WITH MEMES skeletorislove.tumblr.com 46
  47. 47. So…Burning Man anyone? @ebkendo Elizabeth Marsten, VP of Search Portent, Inc.
  48. 48. QUESTIONS? @ebkendo #searchfest

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