Launching a brand into a hyper competitive vertical


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Launching a brand into a hyper competitive vertical

  1. 1. launching in a hyper-competitive vertical
  2. 2. <ul><li>> founded '08 by a group of seo, ppc & conversion rate experts </li></ul><ul><li>> over 12 years industry experience </li></ul><ul><li>> diverse client & vertical experience </li></ul><ul><li>> strategies to deliver the best online roi for our clients possible. period. </li></ul>why are queryclick here?
  3. 3. understand the challenge
  4. 4. understand the challenge... <ul><li>'s impossible. </li></ul><ul><ul><ul><ul><ul><li>(sorry!) </li></ul></ul></ul></ul></ul>, really .
  5. 5. understand the challenge... <ul><li>...still here? </li></ul><ul><ul><ul><ul><ul><li>OK, lets beat the system. </li></ul></ul></ul></ul></ul>
  6. 6. understand the challenge...
  7. 7. ok, but seriously. <ul><li>>> there are opportunities out there. </li></ul><ul><li>>> you will have to work for them. </li></ul>x
  8. 8. set your goals <ul><li>>> don't plan on organic traffic for the first six to nine months </li></ul><ul><li>>> don't be a thin affiliate </li></ul><ul><li>>> direct spend 50% ppc, 30% affiliates & 20% display </li></ul><ul><li>>> build brand recognition </li></ul><ul><li>>> jump start via email </li></ul><ul><li>>> track (& test!) everything </li></ul>
  9. 9. set your goals x
  10. 10. set your goals <ul><li>>> everything starts with your cpa. </li></ul><ul><ul><ul><ul><li>higher cpc at launch of ppc campaign </li></ul></ul></ul></ul><ul><ul><ul><ul><li>conversions will be worse than average (brand) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>work by product / lead value, not average </li></ul></ul></ul></ul><ul><ul><ul><ul><li>include post sale conversion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>include offsite pr if relevant </li></ul></ul></ul></ul><ul><ul><ul><ul><li>segment by channel / country </li></ul></ul></ul></ul><ul><ul><ul><ul><li>include asset cost (images, news content, video) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>keep burn as low as possible, look for 12 month return to black, maximum </li></ul></ul></ul></ul><ul><ul><ul><ul><li>if cpc < cpa = profit </li></ul></ul></ul></ul>
  11. 11. concept to launch <ul><li>don't overdesign at launch: </li></ul>+
  12. 12. define yourself against the market <ul><li>>> profile your target audience </li></ul><ul><ul><li>undergraduate profile (mobile): </li></ul></ul><ul><ul><ul><li>pay by proxy, fashion conscious, feature rich, social features, battery life, monthly tariff </li></ul></ul></ul><ul><ul><ul><li>handset brands, best monthly phone, etc </li></ul></ul></ul><ul><ul><ul><li>image rich, bundled price plans, email this deal, tech specs, network coverage, reviews. </li></ul></ul></ul><ul><li>>> set expectation in serp, then fulfil. </li></ul><ul><li>>> data recall & update email critical </li></ul>
  13. 17. the inevitable moneysupermarket...
  14. 20. beating the market
  15. 21. use your advantage... <ul><li>>> pre-launch heuristic analysis </li></ul><ul><li>>> iterate repeatedly & quickly </li></ul><ul><li>>> shake up marketplace / better mousetrap? (reviews / user gen / vid) </li></ul><ul><li>>> define against competition (3 rd party) </li></ul><ul><li>>> build for seo initially: architecture! </li></ul><ul><li>>> use your cpa to be aggressive in display, ppc & affiliates (arbitrage?) </li></ul>+
  16. 22. ...your kind of people? ...their kind of phone?
  17. 23. seo architect for scale... <ul><li>>> European mobile handset reseller: </li></ul><ul><ul><ul><li> [latest & index control] </li></ul></ul></ul><ul><ul><ul><li> [non-territory] </li></ul></ul></ul><ul><ul><ul><li>|news|deals [product page] </li></ul></ul></ul><ul><ul><ul><li>ch.mocompare/en/ - swiss, english lang, etc. </li></ul></ul></ul><ul><ul><ul><ul><ul><li> // hreflang // canonical </li></ul></ul></ul></ul></ul>
  18. 24. ...and while we're on seo <ul><li>validate & be light / content rich </li></ul><ul><li>compress, use sprites & set cache </li></ul><ul><li><h1> to top of code, refresh often </li></ul><ul><li>standard, image, news, video & index sitemap.xml dynamic for all content </li></ul><ul><li>pingomatic for rss (snippet only), support trackback, first post free, profile link, forum access, fb connect, like & retweet. </li></ul>
  19. 26. self renewal (aka: optimisation zen!)
  20. 27. optimisation zen <ul><li>first q activity: </li></ul><ul><ul><li>80% linkbuilding | 20% campaign setup </li></ul></ul><ul><li>first q traffic sources: </li></ul><ul><ul><li>80% ppc | 15% display | 5% email </li></ul></ul><ul><li>>> capture users / email </li></ul><ul><li>>> test conversion heavily </li></ul><ul><li>>> raise brand profile via communities </li></ul>
  21. 28. use customer voice <ul><li>get negative feedback. </li></ul><ul><li>make it better. </li></ul><ul><li>repeat... </li></ul>
  22. 29. optimisation zen <ul><li>second q activity: </li></ul><ul><ul><li>double down on ppc & display spend </li></ul></ul><ul><ul><li>introduce regular linkbaiting </li></ul></ul><ul><ul><li>curate & develop your forum </li></ul></ul><ul><ul><li>build long tail landing pages </li></ul></ul><ul><ul><ul><li>expand ppc alongside seo kp targeting </li></ul></ul></ul><ul><ul><ul><li>integrate into arch one step from homepage </li></ul></ul></ul><ul><ul><ul><li>conserve domain value + 301 roundup </li></ul></ul></ul><ul><ul><li>push offers into social channels </li></ul></ul>
  23. 30. optimisation zen <ul><li>third q traffic sources: </li></ul><ul><ul><li>10% seo | 75% ppc | 10% display | 5% email </li></ul></ul><ul><li>opportunities: </li></ul><ul><ul><li>google innovations (keep on top!) </li></ul></ul><ul><ul><li>affiliate programs with backlink value </li></ul></ul><ul><ul><li>tool layer promotion / application bait </li></ul></ul><ul><ul><li>click to call analytics via ppc </li></ul></ul><ul><ul><li>industry stats / authority nirvana </li></ul></ul>
  24. 31. profit