Search Engine Marketing Association of Charlotte http://semclt.com - Integrating Marketing Campaigns & Scaling for High Volume Presentation by Brandon Adcock of http://holeyduck.com

1. Integrating Marketing Campaigns & Scaling for High Volume Traffic Brandon Adcock 9/3/2009

2. My Background VP of Marketing for Video Game startup, sold to Games Media Properties Search Marketing consulting for tech/video game companies Managed Search program for Lowe’s Founded Holey Duck in 2008 – direct to consumer marketing company

3. Objective How to prepare for, scale to, and optimize high volume traffic. Geared toward direct response, but can be applied across objectives

4. Preparation Quality servers to handle load Separate SQL Server? Cloud computing for images/files? Server Monitoring Alertra.com (SMS, Email, Phone Call) Downtime costs money, don’t be cheap Proper tracking in place Visitors, referrers, keywords, ad variations, country, city, etc… User Testing/Data of Landing Page Heat maps/User Interaction in place Focus groups for landing pages

5. Buying Traffic Paid Search Are you on branded terms? Social Media Platforms Facebook, Myspace, Digg, Technorati/Engage Text Ads Pulse 360 Adsonar/AOL Sponsored Listings Google/Yahoo/MSN Content Kontera & Chitika Display Ads Networks (Burst Media, Tribal Fusion) Yahoo & MSN (Own site and network) Self Serve (Adsdaq, AdBuyer, AdBlade, AdBrite) Direct Site Purchase PPV – Pay per View TrafficVance (Gamevance), Media Traffic, Zango Pop Up or Pop Under Few cents or less per view Can cause heavy server load, use content distribution

6. Media Buying Explained Media Buying is typically considered the act of purchasing a predetermined amount of display media through a contract I Will spend $x over x days All rates are negotiable and are flat, on a CPM basis. Usually ~15-25K Min Signed contracts are called Insertion Orders (IOs) Performance goals need to be assigned Multiple ads for each standard ad size Frequency caps and CTR rates

7. Self Serve Platforms Explained Facebook Huge amounts of inventory Ability to target by age, location, gender, keywords, birthday, sexual orientation, marital status CTR is extremely important (headline & image) Myspace Uses standard ad sizes (300x250 & 728x90 get most impressions) Target by age, gender, area within US, interests Bid high at first 0.8+ then drop bids Google Content Target by keywords or site 50-75 keywords per ad group, related terms High CTR = lower CPCs Optimize by dropping keywords or blocking sites Use placement reports Adsonar Expensive clicks Target based on site mostly Tons of inventory (AOL Network, ESPN, People, TMZ, etc…) Optimize by removing placements that don’t convert

8. Using Data to Optimize Track every keyword, every ad, every referrer Remove poor performing keywords and ads, block poor performing sites/referrers I even track IP blocks (exclude in Google) Track countries or states, weed out bad ones Remember CTR matters, so don’t cut ads based solely off CVR, look at EPC(earnings per click) Test new headlines, colors, images, call to actions on landing pages with high volume traffic

9. My Journey Started in PPC Moved to Myspace Then Facebook 3 Failed Media Buys Focus mainly on media buys now

10. Q&A ?