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March 4, 2015
PROPER AD
STRUCTURING
FOR THE
INTERRUPTION
CURVE Soren Ryherd
Co-Founder, Working Planet
@SorenRyherd
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
“Don’t test on the data you have.
Test on the data you need.”
Okay, I said ...
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
WP Overview slide
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
Traditional
A/B testing
relies on
destination
URLs
from WhichTestWon.com
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
Dedicated landing pages work well
with Search, and particularly non-
brande...
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
But what about
when it is not so
simple? What if
people don’t click
on the ...
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
The problem is,
as media gets richer,
The Interruption Curve
starts taking ...
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
Chance of
Out-Of-Channel
Engagement
Search
Content
Facebook
LinkedIn
Displa...
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
If 70%, 80%, or 90% of people are
engaging through direct traffic or
brand ...
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
What not to do:
Try tricking your
audience into
clicking on the ad
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
What to do:
 Embrace your audience behavior, test across channel
 Use att...
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
• No mention of web site
• No mention of company or brand!
• Demands immedi...
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
WSJexpat.com
WSJcom
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
Stormfall.com
Actual site is Plarium.com
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
Ad: Homepage:
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
Animated Ad:
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
Anatomy of an ad that embraces out-
of-channel engagement:
• Short, compell...
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
Soren Ryherd
soren@workingplanet.com
WorkingPlanet.com
401-383-3600
@workin...
searchmarketingexpo.com
@SorenRyherd
#SMX #22c
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Proper Ad Structuring For The Interruption Curve

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Actionable Insights & Conversion Tactics For SEMs. PRESENTATION: Proper Ad Structuring For The Interruption Curve - Given by Soren Ryherd, @sorenryherd - Working Planet, President, Co-Founder. #SMX #22C

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Proper Ad Structuring For The Interruption Curve

  1. 1. March 4, 2015 PROPER AD STRUCTURING FOR THE INTERRUPTION CURVE Soren Ryherd Co-Founder, Working Planet @SorenRyherd
  2. 2. searchmarketingexpo.com @SorenRyherd #SMX #22c “Don’t test on the data you have. Test on the data you need.” Okay, I said that.
  3. 3. searchmarketingexpo.com @SorenRyherd #SMX #22c WP Overview slide
  4. 4. searchmarketingexpo.com @SorenRyherd #SMX #22c Traditional A/B testing relies on destination URLs from WhichTestWon.com
  5. 5. searchmarketingexpo.com @SorenRyherd #SMX #22c Dedicated landing pages work well with Search, and particularly non- branded search, where a majority of users click on the ad. Ad Click Conversion
  6. 6. searchmarketingexpo.com @SorenRyherd #SMX #22c But what about when it is not so simple? What if people don’t click on the ad at all? How do you not be screwed? Image from HappyStock.com
  7. 7. searchmarketingexpo.com @SorenRyherd #SMX #22c The problem is, as media gets richer, The Interruption Curve starts taking effect
  8. 8. searchmarketingexpo.com @SorenRyherd #SMX #22c Chance of Out-Of-Channel Engagement Search Content Facebook LinkedIn Display Video Internet Radio Interstitial 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The Interruption Curve
  9. 9. searchmarketingexpo.com @SorenRyherd #SMX #22c If 70%, 80%, or 90% of people are engaging through direct traffic or brand search, is dedicated page testing relevant? What to do?
  10. 10. searchmarketingexpo.com @SorenRyherd #SMX #22c What not to do: Try tricking your audience into clicking on the ad
  11. 11. searchmarketingexpo.com @SorenRyherd #SMX #22c What to do:  Embrace your audience behavior, test across channel  Use attribution data. How many brand or direct visits started in another channel?  Set up tests that look at out-of-channel behavior, such as a geo test  Take over the home page (hey, that’s where the people are going!)
  12. 12. searchmarketingexpo.com @SorenRyherd #SMX #22c • No mention of web site • No mention of company or brand! • Demands immediate attention or nothing • Does not embrace user-centric engagement
  13. 13. searchmarketingexpo.com @SorenRyherd #SMX #22c WSJexpat.com WSJcom
  14. 14. searchmarketingexpo.com @SorenRyherd #SMX #22c Stormfall.com Actual site is Plarium.com
  15. 15. searchmarketingexpo.com @SorenRyherd #SMX #22c Ad: Homepage:
  16. 16. searchmarketingexpo.com @SorenRyherd #SMX #22c
  17. 17. searchmarketingexpo.com @SorenRyherd #SMX #22c
  18. 18. searchmarketingexpo.com @SorenRyherd #SMX #22c
  19. 19. searchmarketingexpo.com @SorenRyherd #SMX #22c
  20. 20. searchmarketingexpo.com @SorenRyherd #SMX #22c
  21. 21. searchmarketingexpo.com @SorenRyherd #SMX #22c Animated Ad:
  22. 22. searchmarketingexpo.com @SorenRyherd #SMX #22c Anatomy of an ad that embraces out- of-channel engagement: • Short, compelling brand message • URL reinforcement (esp. if not obvious) • Flows seamlessly to home page to call to action
  23. 23. searchmarketingexpo.com @SorenRyherd #SMX #22c Soren Ryherd soren@workingplanet.com WorkingPlanet.com 401-383-3600 @workingplanet
  24. 24. searchmarketingexpo.com @SorenRyherd #SMX #22c

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