The $10,000 Paid Content + Paid Linking Test that is 100% Google Safe
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Content Marketing is all the rage, and I'm a believer too. But lets be honest, SEO's need to promote content and also build links and social signals these days. So I gave my team $10,000 to "play with" and this presentation shares what we learned about paying to promote content across networks & across social sites like nRelate, Taboola, Zemanta, Twitter, LinkedIn.
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The $10,000 Paid Content + Paid Linking Test that is 100% Google Safe
- 1. Google Approved Paid Links Wil Reynolds Associate @wilreynolds http://www.flickr.com/photos/68751915@N05/6551534889/
- 2. $10,000 Dollars in “Play” Money @wilreynolds
- 3. $10,000 Dollars in “Play” Money @wilreynolds
- 4. $10,000 in Play Money @wilreynolds
- 5. Go Forth and Use $$ to Get Links @wilreynolds 5
- 19. HOW DO THEY GET PAID? Impressions, CPM @wilreynolds 19
- 20. HOW DO PUBLISHERS GET PAID? Content is “suggested” to bloggers @wilreynolds 20
- 21. IMPACT • • • • 2-3 Clicks Avg No “follow on” links 8 Clients $500/mo @wilreynolds 21
- 22. 3 CHARACTERISTICS • Sites you would rarely visit • Low social signals • Lots of ads @wilreynolds 22
- 29. SPEND: $700 DAYS: 3 CPC: .30 CAPS: $50 @wilreynolds 29
- 30. IMPRESSIONS: 8,883,291 CLICKS: 2,335 CTR: .0277% LINKS: 1 SOCIAL SHARES: 1* @wilreynolds
- 31. PAGES PER VISIT: 1.07 DURATION: 15 seconds BOUNCE RATE: 95.16 @wilreynolds
- 33. No “Mad Scientist” Time @wilreynolds http://www.flickr.com/photos/johncarleton
- 34. Aggregate Traffic to Landing Page 3000 Traffic 2500 2000 +112 total visits after referral traffic ended 1500 1000 500 0 Before 1 2 3 During 4 5 6 7 8 Time @wilreynolds 9 After 10 11 12 13 14 15 ** 6 weeks before test & 6 weeks after (June 28th – September 30th) 34
- 35. COST = $700 SETUP/WATCH TIME = $300 --------------------------$1,000 @wilreynolds
- 36. $1,000 per link - Not Impressed @wilreynolds
- 40. SPEND: $177 (Budget: $500) DAYS: 4 CPC: .49 CAPS: $100/Day @wilreynolds 40
- 41. Outcome CAMPAIGN IMPRESSIONS CLICKS RETWEETS REPLIES FOLLOWS ENGAGEMENT #FantasyFootball 3,876 185 6 0 1 4.95% ESPN & Yahoo FF 6,149 161 1 1 0 2.65% @wilreynolds
- 42. LESSONS: • Low impression volume + 1 tweet = death • More than 1 tweet to promote • Offbrand = no new followers • $$ = Have a value of a follower in mind • Who RT’ed it / Influencer? @wilreynolds
- 44. $177 / follower - Not Impressed @wilreynolds
- 50. SPEND: $700 DAYS: 3 CPC: .30 CAPS: None @wilreynolds 50
- 51. IMPRESSIONS: 8,459,796 CLICKS: 2,343 CTR: .0277% LINKS: 7 SOCIAL SHARES: 1* @wilreynolds
- 52. LESSONS: • • • • • No time to test Big Share Buttons at Top A/B test asset title Tech Gaming = Good nRelate Get GA in order @wilreynolds
- 53. COST = $700 SETUP/WATCH TIME = $300 --------------------------$1,000 @wilreynolds
- 54. $124 per link - Not Bad @wilreynolds
- 57. SPEND: $502.65 DAYS: 13 CPC: .15 CAPS: $50/Day @wilreynolds 57
- 58. IMPRESSIONS: 4,192,887 CLICKS: 3,351 CTR: .0799% LINKS: 11 SOCIAL SHARES: 1,000* @wilreynolds
- 59. 3 Articles ARTICLE CLICKS LINKS SOCIAL* PC Gaming vs Console Gaming 304 1 -- Memes 352 1 -- DIY 1871 9 -- @wilreynolds
- 60. COST = $502 SETUP/WATCH TIME = $300 --------------------------$802 @wilreynolds
- 61. $72.91 per link – Let’s Drink! @wilreynolds
- 65. SPEND: $1700 DAYS: 26 CPC: .15 CAPS: $75/Day @wilreynolds 65
- 66. IMPRESSIONS: 20,050,570 CLICKS: 11,006 CTR: .0549% LINKS: 82 SOCIAL SHARES: 1,000* @wilreynolds
- 67. 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
- 68. Audience knows your brand Network: Taboola @wilreynolds 68
- 70. Audience knows you, it doesn’t matter Network: Taboola @wilreynolds 70
- 71. Highest Bounce Lowest PPVs Lowest Duration Network: Taboola @wilreynolds 71
- 72. Should have paused it Network: Taboola @wilreynolds 72
- 73. Next Time: Create a Micro-conversion Network: Taboola @wilreynolds 73
- 74. MICRO CONVERSIONS: • Clicks on Share buttons by Campaign (not social plugin) • Scroll to a certain point • Sign up for newsletter • Read Next Article @wilreynolds
- 75. Make a BUSINESS Case @wilreynolds
- 77. 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
- 78. 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
- 79. 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
- 80. LESSONS: • • • • Get more like SEM Next Buttons At Bottom Additional Engagement Clicks != Links (more research coming) @wilreynolds
- 81. COST = $1700 SETUP/WATCH TIME = $300 --------------------------$2,000 @wilreynolds
- 82. $24.39 per link – Let’s Get Wasted! @wilreynolds
- 87. SPEND: $194 DAYS: 2 CPC: .30 - .23 CAPS: $150/day @wilreynolds 87
- 88. IMPRESSIONS: 480,103 CLICKS: 647 CTR: .13% LINKS: TBD SOCIAL SHARES: ?? @wilreynolds
- 89. 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
- 90. @wilreynolds 90
- 91. Testing 1,2,3 • Test Headlines before naming the asset? • How do headlines impact outcomes? @wilreynolds
- 92. You guys are ****** GOOD! @wilreynolds
- 93. To pull this off you need @wilreynolds 93
- 94. @wilreynolds Well rounded Data + SEO + SEM + Social + Analytics + Negotiator
- 95. Hire someone for $40,000 a year to “get links” @wilreynolds 95
- 101. Share, or I’m asking him to find your stuff @wilreynolds http://www.flickr.com/photos/mr-shtoopid