View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
…but Advertisers have a love-hate relationship w/ Brand PPC “Won’t consumers find us without PPC?” Opportunity cost Cannibalization of natural “I’d rather spend this $$ on people who haven’t heard the word” Direct cost
Complex: Test & Control geo Simple: 2-weeks paused Designing A “Brand Blackout” Test Perform a few searches and make sure you appear in Natural results for test keywords Examine data to find biggest PPC-Brand “offenders” Test to answer:
Do I receive less than average traffic with only Natural Search?
If so, using RPV, what is the lost sales impact?
Is the added revenue from PPC > Total Brand PPC Cost?
Last-click attribution? Share the love… Day 1 Day 9
Adding Value: Google Site Links Promotions/ Seasonal User Segmentation Brand Segmentation Most Valuable Pages Product Lines