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SEMPDX 2014, February 28. Beyond the Thunderdome, When You Run Out of PPC Fuel. Overview and case studies on Reddit Ads, LinkedIn Sponsored Updates, Yahoo InStream, Tumblr and tying it to ROI.
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#searchfest 2014
Elizabeth Marsten
Beyond the Thunderdome: When You Run Out of PPC Fuel
ELIZABETH MARSTEN (ME)
•VP of Search Marketing
•Pay-Per-Clip Marketer
•SEO, Social, PPC
•@ebkendo
•http://bitly.com/bundles/ebkendo/5
2
WHERE'S PORTENT? 3
Technically speaking,
More specifically,
here.
here.
AT THE END OF THE PARADE 4
More specifically,
Multiply by
700,000
5
The Rules of the Thunderdome
NO GOOGLE DISTRACTIONS 6
@ebkendo #searchfest
More two men enter, one man leaves.
Reddit Ads
REDDIT QUICK HITS
• 2 day manual review
• Submit once, check twice first
• CPM: .75 per 1,000
• $5 minimum
• No geotargeting
9
@ebkendo #searchfest
REDDIT QUICK HITS
• Impression rate varies by targeted area
• 70x70 thumbnail
• Deposit and it’s gone
• Subreddits are your friend
• Prepare for comments
10
@ebkendo #searchfest
BAD REDDIT 11
@ebkendo #searchfest
REDDIT COMMENTS 12
@ebkendo #searchfest
GOOD REDDIT 13
@ebkendo #searchfest
GOOD REDDIT 14
@ebkendo #searchfest
GOOD SUBREDDIT 15
@ebkendo #searchfest
HAD THE BEST INSTRUCTIONS EVER 16
Yahoo InStream
REMEMBER THOSE GUYS? 18
YAHOO QUICK HITS
• “Instream” newsfeed
• CPC (.25-1.00)
• No minimum
• Daily cap
• Create your own ads or not
19
@ebkendo #searchfest
20
YAHOO 21
Tumblr
NOT JUST FOR RYAN GOSLING 23
@ebkendo #searchfest
TUMBLR
• 4 types: mobile, web, radar, spotlight
• Web: photo, gif, video, audio, text
• No online self-serve platform
• Strong organic presence recommended
• Promoted post needs to be Tumblr audience friendly
24
@ebkendo #searchfest
TUMBLR
• Run of network
• Cost per engagement
• $10,000 minimum investment per week
• Ads on Tumblr must feed back into a Tumblr
25
@ebkendo #searchfest
TUMBLR 26
@ebkendo #searchfest
LOCAL TUMBLR AD 27
@ebkendo #searchfest
TUMBLR ADSENSE 28
@ebkendo #searchfest
TUMBLR ADSENSE 29
@ebkendo #searchfest
THINGSTHATARECHEAPERTHANWHATSAP 30
SPONSORED UPDATES
• A lot of “lift” for a post
• CPC or CPM
• If you’re going to pay those high LinkedIn CPCs anyway…
• Target and target again
• Use a business account
32
@ebkendo #searchfest
SPONSORED UPDATES 33
@ebkendo #searchfest
SET 2 GOALS FOR “SUCCESS”
1. Engagement & awareness
2. Call to action: download, sign up, leads
34
@ebkendo #searchfest
QUALITY ENGAGEMENT 35
@ebkendo #searchfest
Mad Max: Fury Road. In theaters May 2015
Measuring (cough) ROI
SOCIAL PPC PLATFORMS
What is a “Like” worth anyway?
38
SOCIAL PPC PLATFORMS
Conversation Rate*Avinash said it.
39
TREAT IT LIKE A SEARCH-DISPLAY BLEND
Last Click Attribution
Assisted Conversions
Engagement
Awareness
40
MULTI TOUCH ATTRIBUTION 41
• YouTube Ads – driving to videos
• Double digit spend
• Videos were how to/what is type
• Low direct sales
• But what is it really worth?
YOUTUBE CASE STUDY 42
Segments Days from first touch to conversion
Lift ROI
2 touches or more
30 2.4% 855%
2 touches or more
60 2.9% 1111%
2 touches or more
90 3.3% 1263
4.5% of annual total online revenue would disappear if they turned off YouTube ads.
SOCIAL PPC PLATFORMS
But my CFO/boss dude won’t buy that.
Maybe.
Got to start somewhere though.
43
SOCIAL PPC PLATFORMS
What is “success?”
Define it.
Sneak it in if you have to.
44
SUCCESS 45I got this!
OR RESORT TO COMMUNICATING WITH MEMES 46
skeletorislove.tumblr.com
So…Burning Man anyone?
@ebkendo
Elizabeth Marsten, VP of Search
Portent, Inc.
QUESTIONS?
@ebkendo #searchfest