Small Tests, Big Insights - Using PPC To Solve Business Puzzles
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small testsBIG INSIGHTS
aaron levydirector of ppc
seer.is/emetrics2014@bigalittlea
5
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
17
where should we focus?
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prioritize seo (duh)
KE
YW
OR
D S
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EC
TIO
N
@bigalittlea
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flickr.com/photos/anmm_thecommons/
great, you win!
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SQ Report by dimension
KE
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D S
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TIO
N
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feature developmentfaqsprioritize seo (duh)content inspirationlocalization
KE
YW
OR
D S
EL
EC
TIO
N
@bigalittlea
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will competition be a hurdle?
flickr.com/photos/nationaalarchief/
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KE
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OR
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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
33
prioritized development?
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RE
SP
ON
SIV
E P
RIO
RIT
Y
@bigalittlea
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RE
SP
ON
SIV
E P
RIO
RIT
Y
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RE
SP
ON
SIV
E P
RIO
RIT
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?!?!?
RE
SP
ON
SIV
E P
RIO
RIT
Y
@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
EN
TO
RY
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
AS
UR
ING
IMP
AC
T
@bigalittlea
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(not provided)
ME
AS
UR
ING
IMP
AC
T
@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
AS
UR
ING
IMP
AC
Tr r r
-b
r
@bigalittlea
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OF
FL
INE
TO
ON
LIN
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
71
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/
74
4.1% cvr 3.7% cvr
PR
OM
O T
ES
TIN
G
75
4.1% cvr ???
PR
OM
O T
ES
TIN
G
76
no.
PR
OM
O T
ES
TIN
G
77what content should we write?
flickr.com/photos/usnationalarchives
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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!
79
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
81
82
SITE
BUSINESS
interest
designpromo
product device
customer
MARKETING
@bigalittlea
83what should it look like?
flickr.com/photos/usnationalarchives
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SIT
E A
UD
ITIO
NS
85
SIT
E A
UD
ITIO
NS
86
SIT
E A
UD
ITIO
NS
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SIT
E A
UD
ITIO
NS
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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
NS
obile site
should i do that mobile thing?
91
mature campaigns
anxious cmo
crappy mobile site
MO
BIL
E T
ES
T
@bigalittlea
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test with the best
exact match only
sky-high mobile bids
MO
BIL
E T
ES
T
@bigalittlea
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expected winner?58% higher mobile cpa
expected loser?37% lower cpa
MO
BIL
E T
ES
T
@bigalittlea
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test actually spent3% of total budget
test could’ve spent13% of total budget
MO
BIL
E T
ES
T
@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…?
PR
OD
UC
T P
RIO
RIT
Y
@bigalittlea
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• PRODUCT PRIORITY
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PR
OD
UC
T P
RIO
RIT
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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KN
OW
YO
UR
AU
DIE
NC
E
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/
111
free-ninety-nine
VO
LU
ME
TE
ST
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