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.

1. Beyond the Thunderdome:
When You Run Out of PPC Fuel
#searchfest 2014
Elizabeth Marsten

2. ELIZABETH MARSTEN (ME)
• VP of Search Marketing
• Pay-Per-Clip Marketer
• SEO, Social, PPC
• @ebkendo
• http://bitly.com/bundles/ebkendo/5
2

3. WHERE'S PORTENT?
3
Technically speaking,
here.
More specifically,
here.

4. AT THE END OF THE PARADE
4
Multiply
by
700,000
More specifically,

5. 5
The Rules of
the
Thunderdome

6. NO GOOGLE DISTRACTIONS
@ebkendo #searchfest
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7. More two men enter, one man leaves.

8. Reddit Ads

9. REDDIT QUICK HITS
• 2 day manual review
• Submit once, check twice first
• CPM: .75 per 1,000
• $5 minimum
• No geotargeting
@ebkendo #searchfest
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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
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11. BAD REDDIT
@ebkendo #searchfest
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12. REDDIT COMMENTS
@ebkendo #searchfest
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13. GOOD REDDIT
@ebkendo #searchfest
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14. GOOD REDDIT
@ebkendo #searchfest
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15. GOOD SUBREDDIT
@ebkendo #searchfest
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16. HAD THE BEST INSTRUCTIONS EVER
16

17. Yahoo InStream

18. REMEMBER THOSE GUYS?
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19. YAHOO QUICK HITS
• “Instream” newsfeed
• CPC (.25-1.00)
• No minimum
• Daily cap
• Create your own ads or not
@ebkendo #searchfest
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20. 20

21. YAHOO
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22. Tumblr

23. NOT JUST FOR RYAN GOSLING
@ebkendo #searchfest
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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
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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
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26. TUMBLR
@ebkendo #searchfest
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27. LOCAL TUMBLR AD
@ebkendo #searchfest
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28. TUMBLR ADSENSE
@ebkendo #searchfest
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29. TUMBLR ADSENSE
@ebkendo #searchfest
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30. THINGSTHATARECHEAPERTHANWHATSAP
30

31. LinkedIn

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
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33. SPONSORED UPDATES
@ebkendo #searchfest
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34. SET 2 GOALS FOR “SUCCESS”
1. Engagement & awareness
2. Call to action: download, sign up, leads
@ebkendo #searchfest
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35. QUALITY ENGAGEMENT
@ebkendo #searchfest
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36. Mad Max: Fury Road.
In theaters May 2015

37. Measuring (cough) ROI

38. SOCIAL PPC PLATFORMS
What is a “Like” worth anyway?
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39. SOCIAL PPC PLATFORMS
Conversation Rate*
Avinash said it.
39

40. TREAT IT LIKE A SEARCH-DISPLAY BLEND
Last Click Attribution
Assisted Conversions
Engagement
Awareness
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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. YOUTUBE CASE STUDY
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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. SOCIAL PPC PLATFORMS
But my CFO/boss dude won’t buy that.
Maybe.
Got to start somewhere though.
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44. SOCIAL PPC PLATFORMS
What is “success?”
Define it.
Sneak it in if you have to.
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45. SUCCESS
I got this!
45

46. OR RESORT TO COMMUNICATING WITH MEMES
skeletorislove.tumblr.com
46

47. So…Burning Man anyone?
@ebkendo
Elizabeth Marsten, VP of Search
Portent, Inc.

48. QUESTIONS?
@ebkendo #searchfest