SlideShare a Scribd company logo
Google Approved
Paid Links
Wil Reynolds
Associate

@wilreynolds

http://www.flickr.com/photos/68751915@N05/6551534889/
$10,000 Dollars in “Play” Money

@wilreynolds
$10,000 Dollars in “Play” Money

@wilreynolds
$10,000 in Play Money

@wilreynolds
Go Forth and
Use $$ to Get Links

@wilreynolds

5
Eyeballs

@wilreynolds

http://www.flickr.com/photos/bayat/
Impressions

@wilreynolds

http://www.flickr.com/photos/bayat/
Attention
@wilreynolds

http://www.flickr.com/photos/theenmoy
Prayed, HARD

@wilreynolds

http://www.flickr.com/photos/theenmoy
3 Outcomes

@wilreynolds
Win

@wilreynolds

http://www.flickr.com/photos/theenmoy/
Lose

@wilreynolds

http://www.flickr.com/photos/theenmoy/
Wait

@wilreynolds

http://www.flickr.com/photos/theenmoy
The Players

@wilreynolds

14
Losses

@wilreynolds

http://www.flickr.com/photos/eole
“Not Impressed”

@wilreynolds
Zemanta

@wilreynolds
Zemanta

@wilreynolds
HOW DO THEY GET PAID?

Impressions, CPM

@wilreynolds

19
HOW DO PUBLISHERS GET PAID?

Content is “suggested”
to bloggers

@wilreynolds

20
IMPACT
•
•
•
•

2-3 Clicks Avg
No “follow on” links
8 Clients
$500/mo

@wilreynolds

21
3 CHARACTERISTICS
• Sites you would rarely visit
• Low social signals
• Lots of ads

@wilreynolds

22
Network: nRelate

@wilreynolds
Asset: Infographic

@wilreynolds
Asset:
Infographic
(looked like
this)
@wilreynolds
“Not Impressed”

@wilreynolds
Previous Successes

@wilreynolds
I was VERY
SKEPTICAL

@wilreynolds
SPEND: $700
DAYS: 3
CPC: .30
CAPS: $50
@wilreynolds

29
IMPRESSIONS: 8,883,291
CLICKS: 2,335
CTR: .0277%
LINKS: 1
SOCIAL SHARES: 1*
@wilreynolds
PAGES PER VISIT: 1.07
DURATION: 15 seconds
BOUNCE RATE: 95.16

@wilreynolds
Lessons:

@wilreynolds
No “Mad Scientist” Time

@wilreynolds

http://www.flickr.com/photos/johncarleton
Aggregate Traffic to Landing Page
3000

Traffic

2500
2000

+112 total visits
after referral
traffic ended

1500
1000
500
0

Before
1

2

3

During
4

5

6

7

8

Time
@wilreynolds

9

After
10

11

12

13

14

15

** 6 weeks before test & 6 weeks after (June 28th –
September 30th)

34
COST = $700
SETUP/WATCH TIME = $300

--------------------------$1,000

@wilreynolds
$1,000 per link - Not Impressed
@wilreynolds
Network: Twitter

@wilreynolds
Asset:
Fantasy
Football
Name
Generator
@wilreynolds
Previous Successes

@wilreynolds
SPEND: $177 (Budget: $500)
DAYS: 4
CPC: .49
CAPS: $100/Day
@wilreynolds

40
Outcome
CAMPAIGN

IMPRESSIONS

CLICKS

RETWEETS

REPLIES

FOLLOWS

ENGAGEMENT

#FantasyFootball

3,876

185

6

0

1

4.95%

ESPN & Yahoo FF

6,149

161

1

1

0

2.65%

@wilreynolds
LESSONS:
• Low impression volume
+ 1 tweet = death
• More than 1 tweet to promote
• Offbrand = no new followers
• $$ = Have a value of a
follower in mind
• Who RT’ed it / Influencer?
@wilreynolds
@HarrisNeifield
+
@AndrewMeyer8

@wilreynolds

43
$177 / follower - Not Impressed
@wilreynolds
Wins

@wilreynolds

http://www.flickr.com/photos/johncarleton
Network: nRelate

@wilreynolds
Asset: Infographic

@wilreynolds
Previous Successes

@wilreynolds
Previous Successes

@wilreynolds
SPEND: $700
DAYS: 3
CPC: .30
CAPS: None
@wilreynolds

50
IMPRESSIONS: 8,459,796
CLICKS: 2,343
CTR: .0277%
LINKS: 7
SOCIAL SHARES: 1*
@wilreynolds
LESSONS:
•
•
•
•
•

No time to test
Big Share Buttons at Top
A/B test asset title
Tech Gaming = Good nRelate
Get GA in order

@wilreynolds
COST = $700
SETUP/WATCH TIME = $300

--------------------------$1,000

@wilreynolds
$124 per link - Not Bad
@wilreynolds
Network: nRelate

@wilreynolds
Asset:
3 articles
w/
Infographic
@wilreynolds
SPEND: $502.65
DAYS: 13
CPC: .15
CAPS: $50/Day
@wilreynolds

57
IMPRESSIONS: 4,192,887
CLICKS: 3,351
CTR: .0799%
LINKS: 11
SOCIAL SHARES: 1,000*
@wilreynolds
3 Articles
ARTICLE

CLICKS

LINKS

SOCIAL*

PC Gaming vs Console Gaming

304

1

--

Memes

352

1

--

DIY

1871

9

--

@wilreynolds
COST = $502
SETUP/WATCH TIME = $300

--------------------------$802

@wilreynolds
$72.91 per link – Let’s Drink!
@wilreynolds
Network: Taboola

@wilreynolds
Asset:
5 Articles,
Recognized
Food Brand
@wilreynolds
Previous Successes

@wilreynolds
SPEND: $1700
DAYS: 26
CPC: .15
CAPS: $75/Day
@wilreynolds

65
IMPRESSIONS: 20,050,570
CLICKS: 11,006
CTR: .0549%
LINKS: 82
SOCIAL SHARES: 1,000*
@wilreynolds
5 Articles
ARTICLE

CLICKS

LINKS

SOCIAL*

Beer Trend 2013

7372

10

77

“10 Best” Wine/Travel

1240

17

131

Sangria

658

9

129

Unusual Wines

472

15

166

100 Best Wine Restaurants

215

32

218

@wilreynolds
Audience knows your brand

Network: Taboola

@wilreynolds

68
Little impact

Network: Taboola

@wilreynolds

69
Audience knows you,
it doesn’t matter

Network: Taboola

@wilreynolds

70
Highest Bounce
Lowest PPVs
Lowest Duration

Network: Taboola

@wilreynolds

71
Should have paused it

Network: Taboola

@wilreynolds

72
Next Time:
Create a Micro-conversion

Network: Taboola

@wilreynolds

73
MICRO CONVERSIONS:
• Clicks on Share buttons by
Campaign (not social plugin)
• Scroll to a certain point
• Sign up for newsletter
• Read Next Article
@wilreynolds
Make a BUSINESS Case

@wilreynolds
SocialCrawlytics

@wilreynolds
A/B Asset Testing
RESULTS

FRUITY OR FIZZY?

9 SIMPLE STEPS

Impressions

1,255,492

918,096

Clicks

658

494

CTR

0.0524%

0.0538%

Spend

$98.70

$74.10

@wilreynolds
Referring Sites
RESULTS

OUTCOMES

USA Today

67.21% Bounce

Bloomberg

1.76 PPV vs 1.2 Site Average

MyFox(city)

98% Bounce

Buzzfeed

97% Bounce

@wilreynolds
Aggregate Traffic to Landing Page
100000
90000

Traffic

80000
70000

+15,540 total
visits after referral
traffic ended

60000
50000
40000
30000
20000
10000
0

Before
1

2

3

4

During
5

6

7

8

9

10

11

After
12

13

14

15

16

17

Time
@wilreynolds

** 6 weeks before test & 6 weeks after (June 27th – October 15th)

79
LESSONS:
•
•
•
•

Get more like SEM
Next Buttons At Bottom
Additional Engagement
Clicks != Links (more research
coming)

@wilreynolds
COST = $1700
SETUP/WATCH TIME = $300

--------------------------$2,000

@wilreynolds
$24.39 per link – Let’s Get Wasted!
@wilreynolds
Network: outbrain

@wilreynolds
Education
Infographic

@wilreynolds
Previous Successes

@wilreynolds
Previous Successes

@wilreynolds
SPEND: $194
DAYS: 2
CPC: .30 - .23
CAPS: $150/day
@wilreynolds

87
IMPRESSIONS: 480,103
CLICKS: 647
CTR: .13%
LINKS: TBD
SOCIAL SHARES: ??
@wilreynolds
5 headlines
ARTICLE
How do employers view online degrees

.21

What is the difference between an online and traditional degree

.11

Are online degrees equal to traditional degrees

.05

Are you employable with an online degree

.04

What is the value of an online degree

@wilreynolds

CTR

.04
@wilreynolds

90
Testing 1,2,3
• Test Headlines before naming the
asset?
• How do headlines impact
outcomes?

@wilreynolds
You guys are ****** GOOD!
@wilreynolds
To pull this off you need

@wilreynolds

93
@wilreynolds

Well
rounded
Data + SEO
+ SEM +
Social +
Analytics +
Negotiator
Hire someone for
$40,000 a year to “get
links”
@wilreynolds

95
“Minions”

@wilreynolds

http://www.flickr.com/photos/mr-shtoopid
Tunnel Vision

@wilreynolds

http://www.flickr.com/photos/jugbo
Need:
Data Junkies
Growth Hacker

@wilreynolds
Where Next?

LinkedIn
Newsletters
Banner Ads?

@wilreynolds

http://www.flickr.com/photos/tripwolf
“Kill
Minions”

@wilreynolds

http://www.flickr.com/photos/mr-shtoopid
Share, or I’m asking him to
find your stuff

@wilreynolds

http://www.flickr.com/photos/mr-shtoopid
About me.
Wil Reynolds
Founder
@wilreynolds
facebook.com/wilreynolds
wilr@seerinteractive.com

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