small testsBIG INSIGHTS

aaron levydirector of ppc

seer.is/emetrics2014@bigalittlea

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SEER Interactive is an Internet Marketing agency that specializes in Search Marketing and Analytics.

SEER Interactive’s experienced team of strategists take an Analytics-first approach to maximizing the use of the Internet as a medium for building awareness and driving leads and sales.

Founded in 2002, SEER Interactive has office locations in Philadelphia and San Diego and has had the pleasure of working with clients across many industries including Financial Services, Healthcare, Education, eCommerce, Fashion and Technology, from start-ups through Fortune 25 companies, both domestically and abroad.

why are you here?

flickr.com/photos/weissenbachpr/

@bigalittlea

oh yeah, we’ve got a ppc team!

9@bigalittlea

good roi? table stakes

flickr.com/photos/nationaalarchief/

11@bigalittlea

old school questions

flickr.com/photos/ul_digital_library/

existingnewcrazy

flickr.com/photos/usnationalarchives/

find hidden gems

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MARKETING

SITE

BUSINESS

keyword device

copy

product

localizationcreative

inventory impact

content

@bigalittlea

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SITE

BUSINESS

MARKETING

keyword device

copy

product

localizationcreative

inventory impact

content

@bigalittlea

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where should we focus?

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prioritize seo (duh)

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@bigalittlea

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flickr.com/photos/anmm_thecommons/

great, you win!

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SQ Report by dimension

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feature developmentfaqsprioritize seo (duh)content inspirationlocalization

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@bigalittlea

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will competition be a hurdle?

flickr.com/photos/nationaalarchief/

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1.01.11.21.31.41.51.61.71.81.92.0

$3.00

$3.50

$4.00

$4.50

$5.00

$5.50

CPC Avg. Pos

@bigalittlea

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what copy works?

flickr.com/photos/nationaalarchief/

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CR

EA

TIV

E

vs.

@bigalittlea

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CR

EA

TIV

E

click through rate

click to conversion

impression to conversion

a 0.24% 1.3% 0.030%

b 0.21% 1.2% 0.026%

c 0.43% 1.1% 0.031%

d 0.12% 1.5% 0.028%

e 0.29% 2.0% 0.082%

f 0.26% 1.4% 0.040%

@bigalittlea

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offlineemail designbrandingmediaretargeting

CR

EA

TIV

E

@bigalittlea

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SITE

BUSINESS

MARKETING

keyword device

copy

product

localizationcreative

inventory impact

content

@bigalittlea

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prioritized development?

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SP

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SIV

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RIO

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Y

@bigalittlea

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RE

SP

ON

SIV

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RIO

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Y

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RE

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SIV

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Y

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vintagewinter.com

clicksconv. rate

convs. $$$ on the

table

computers 352,386 2.32% 8,175 $1,635,071

tablets 34,456 0.45% 155 $31,010 $128,865

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+$128,865?!?!?

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@bigalittlea

flickr.com/photos/anmm_thecommons/

you win again!

flickr.com/photos/usnationalarchives/

should i build local pages?

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LO

CA

LIZ

AT

ION

@bigalittlea

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kinda useless

@bigalittlea

LO

CA

LIZ

AT

ION

Feature development

flickr.com/photos/nationaalarchief/

what plagues my audience?

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who

what

where

when

why

how

US

ES

& F

EA

TU

RE

S

do

can

if

@bigalittlea

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US

ES

& F

EA

TU

RE

SQueries Imps Clickshow to make a squeeze page 771 62how to create a squeeze page 727 70how to build a squeeze page 214 34how to create a squeeze page in wordpress 177 25how to use brand 132 33how to make a squeeze page on wordpress 104 19how to make squeeze page 58 19how to setup a squeeze page on wordpress 50 9how to setup a squeeze page 49 15how to create a squeeze page for free 49 10how much does brand cost 46 18how to setup an autoresponder 35 12how does brand work 30 13how to create a squeeze page free 29 9how to create squeeze pages 28 10how to create a squeeze page in wordpress free 28 10how to make a signup form in html 27 8

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US

ES

& F

EA

TU

RE

SRow Labels Imps Clickswhat is a squeeze page 5,310 199

what is brand 1,588 201

what is an autoresponder 701 55

what is mailchimp 189 2

what is squeeze page 101 14

what is auto response 98 3

what is autoresponder 82 22

what are autoresponders 61 10

what is mail chimp 60 1

what is a squeeze page examples 57 13

what is a autoresponder 56 12

what are squeeze pages 38 3

what does brand do 25 6

what is brand account 24 13

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SITE

BUSINESS

MARKETING

keyword device

copy

offline

localizationcreative

inventory impact

content

@bigalittlea

flickr.com/photos/anmm_thecommons/

who needs what?

@ladycuscus

@bigalittlea

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INV

EN

TO

RY

@bigalittlea

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INV

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TO

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country region leadsconv. rate

cpalost

leadscanada prince edward island 4 5.6% $36.06 6

canada nova scotia 37 4.5% $43.46 56

united states connecticut 88 6.7% $44.76

canada manitoba 54 4.6% $45.29 81

united states wyoming 31 6.6% $47.33

canada saskatchewan 63 4.6% $47.76 95

canada newfoundland and labrador 16 3.5% $51.64 24

united states colorado 207 6.3% $52.60

united states new mexico 70 5.5% $53.31

united states indiana 149 5.8% $55.15

united states minnesota 145 5.9% $55.22

united states utah 94 5.4% $55.60

united states florida 746 5.6% $55.76

canada alberta 250 4.5% $56.91 375

united states oregon 90 5.0% $56.96

united states north carolina 244 5.9% $56.96

united states vermont 28 5.7% $57.63

united states nevada 73 5.4% $58.37

united states hawaii 33 4.9% $59.97

united states north dakota 44 4.4% $60.36

canada british columbia 193 3.9% $60.64 290

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ca impression share?40%

INV

EN

TO

RY

@bigalittlea

“canada is fully utilized”

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1,992 potential leads10% lower cpa

INV

EN

TO

RY

@bigalittlea

move inventory north. fast.

flickr.com/photos/nationaalarchief/

flickr.com/photos/nlireland/

what happened when…?

60

% brand lift

ME

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@bigalittlea

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(not provided)

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IMP

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@bigalittlea

@nick_vigg

@bigalittlea

Brand CTR

put butts in seats

flickr.com/photos/nationaalarchief/

bus wraps + radio = ???

flickr.com/photos/swedish_heritage_board/

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ME

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IMP

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Tr r r

-b

r

@bigalittlea

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OF

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TO

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Eestimated total conversions

@bigalittlea

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great concept, but..….

flickr.com/photos/nationaalarchief/

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flickr.com/photos/statelibraryofnsw/

find hidden gems

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MARKETING

SITE

BUSINESS

interest

designpromo

product device

customer

@bigalittlea

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SITE

BUSINESS

interest

designpromo

product device

customer

MARKETING

@bigalittlea

what promos work?

flickr.com/photos/usnationalarchives/

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4.1% cvr 3.7% cvr

PR

OM

O T

ES

TIN

G

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4.1% cvr ???

PR

OM

O T

ES

TIN

G

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no.

PR

OM

O T

ES

TIN

G

77what content should we write?

flickr.com/photos/usnationalarchives

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CO

NT

EN

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EV

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OP

ME

NT

Visitor comes to your site

Visitor added to list

Visitor leavesYour ad displays across the web

Visitor returns to your site, more conversions!

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CO

NT

EN

T D

EV

EL

OP

ME

NT

Visitor comes to your site

Visitor added to list

Visitor leavesYour ad displays across the web

Visitor returns to your site, more conversions!

80let’s watch!

flickr.com/photos/usnationalarchives

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SITE

BUSINESS

interest

designpromo

product device

customer

MARKETING

@bigalittlea

83what should it look like?

flickr.com/photos/usnationalarchives

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SIT

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SIT

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SIT

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UD

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SIT

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center14.0% cr

SIT

E A

UD

ITIO

NS

right7.1% cr

right12.3% cr

left7.2% cr

@bigalittlea

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SIT

E A

UD

ITIO

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obile site

should i do that mobile thing?

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mature campaigns

anxious cmo

crappy mobile site

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@bigalittlea

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test with the best

exact match only

sky-high mobile bids

MO

BIL

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@bigalittlea

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expected winner?58% higher mobile cpa

expected loser?37% lower cpa

MO

BIL

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@bigalittlea

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test actually spent3% of total budget

test could’ve spent13% of total budget

MO

BIL

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@bigalittlea

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SITE

BUSINESS

interest

designimpact

product mobile

customer

MARKETING

@bigalittlea

96what do my customers want?

flickr.com/photos/usnationalarchives/

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…so put the best products on the page…?

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@bigalittlea

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• PRODUCT PRIORITY

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PR

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Ythegraphicsfairy.com/

@bigalittlea

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101best stuff, front & center

flickr.com/photos/usnationalarchives/

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who are are our customers?

flickr.com/photos/usnationalarchives/

let‘s get creepy

flickr.com/photos/nationaalarchief/

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AU

DIE

NC

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flickr.com/photos/statelibraryofnsw/

take a leap of faith

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SITEBUSINESS

MARKETING

research

@bigalittlea

do i need a call center?

flickr.com/photos/usnationalarchives/

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free-ninety-nine

VO

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ING

@bigalittlea

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is this a good idea?

flickr.com/photos/nationaalarchief/

flickr.com/photos/nationaalarchief/

where should we go next?

flickr.com/photos/nationaalarchief/

should i buy beer for ppcers?

seer.is/emetrics2014@bigalittlea

seer.is/jobbies