INCREASING MARKET SHARE   WITH IMPRESSIONSUNTIL CONVERSION                      @JeffAllenUT    Jeff.Allen@hanapinmarketin...
WHEN AD TESTING…DO YOU FOCUS ON CVR?COMPARE ADS BASED ONCTR?DO YOU CONSIDER QS?IS IT ABOUT CPA?IS THIS ALL A LOT OF BS?
CTR CAN = BAD TRAFFICCVR CAN = NOT ENOUGH TRAFFICQUALITY SCORE IS A STUPDMETRICCPA CAN = TOO RESTRICTIVE
WHY DOES NOT MEASURINGIUC = SUCKING ATPPC??
100,000 PEOPLESEARCH FORGEN 1 Megatron
CTR FOCUSEDCOMPETITOR ACTR OF 3% &CVR OF 2%= 60 SALES
CVR FOCUSEDCOMPETITOR BCVR OF 3% &CTR OF 2%= 60 SALES
IUC FOCUSEDYOUCVR OF 2.5% &CTR OF 2.5%= 62.5 SALES
SO WHAT IS THEMAGIC FORMULA?
IMPRESSIONS / CONVERSIONS = IUC
COMPETITOR A - CTR100,000 IMPRESIONS / 60CONVERSIONS = 1,666
COMPETITOR B – CVR100,000 IMPRESIONS / 60CONVERSIONS = 1,666
YOU - IUC100,000 IMPRESIONS / 62.5CONVERSIONS = 1,600
WAYS IUC CAN GO BAD…FAST
THINGS TO CONSIDER…REVENUE PER IMPRESSIONQUALITY SCORE ISN’T ALLTHAT BAD, IS IT?LIMITED BUDGET MAY WANTCVR AS THE PRIMARY ...
BONUS TIP
IUC, FO’ EVA’!Jeff AllenHanapin Marketing@JeffAllenUT
Sizing up the PPC competition
Sizing up the PPC competition
Sizing up the PPC competition
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Sizing up the PPC competition

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PPC is getting more and more competitive, read as expensive, understanding how to win means measuring the right things.

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Sizing up the PPC competition

  1. 1. INCREASING MARKET SHARE WITH IMPRESSIONSUNTIL CONVERSION @JeffAllenUT Jeff.Allen@hanapinmarketing.com
  2. 2. WHEN AD TESTING…DO YOU FOCUS ON CVR?COMPARE ADS BASED ONCTR?DO YOU CONSIDER QS?IS IT ABOUT CPA?IS THIS ALL A LOT OF BS?
  3. 3. CTR CAN = BAD TRAFFICCVR CAN = NOT ENOUGH TRAFFICQUALITY SCORE IS A STUPDMETRICCPA CAN = TOO RESTRICTIVE
  4. 4. WHY DOES NOT MEASURINGIUC = SUCKING ATPPC??
  5. 5. 100,000 PEOPLESEARCH FORGEN 1 Megatron
  6. 6. CTR FOCUSEDCOMPETITOR ACTR OF 3% &CVR OF 2%= 60 SALES
  7. 7. CVR FOCUSEDCOMPETITOR BCVR OF 3% &CTR OF 2%= 60 SALES
  8. 8. IUC FOCUSEDYOUCVR OF 2.5% &CTR OF 2.5%= 62.5 SALES
  9. 9. SO WHAT IS THEMAGIC FORMULA?
  10. 10. IMPRESSIONS / CONVERSIONS = IUC
  11. 11. COMPETITOR A - CTR100,000 IMPRESIONS / 60CONVERSIONS = 1,666
  12. 12. COMPETITOR B – CVR100,000 IMPRESIONS / 60CONVERSIONS = 1,666
  13. 13. YOU - IUC100,000 IMPRESIONS / 62.5CONVERSIONS = 1,600
  14. 14. WAYS IUC CAN GO BAD…FAST
  15. 15. THINGS TO CONSIDER…REVENUE PER IMPRESSIONQUALITY SCORE ISN’T ALLTHAT BAD, IS IT?LIMITED BUDGET MAY WANTCVR AS THE PRIMARY METRIC.
  16. 16. BONUS TIP
  17. 17. IUC, FO’ EVA’!Jeff AllenHanapin Marketing@JeffAllenUT

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