Post on 08-May-2015
transcript
Google Approved
Paid Links
Wil Reynolds
Associate
@wilreynolds http://www.flickr.com/photos/68751915@N05/6551534889/
@wilreynolds
$10,000 Dollars in “Play” Money
@wilreynolds
$10,000 Dollars in “Play” Money
@wilreynolds
$10,000 in Play Money
5
@wilreynolds
Go Forth and
Use $$ to Get Links
@wilreynolds
Attention
http://www.flickr.com/photos/theenmoy
@wilreynolds
Prayed, HARD
http://www.flickr.com/photos/theenmoy
@wilreynolds
3 Outcomes
@wilreynolds
Win
http://www.flickr.com/photos/theenmoy/
@wilreynolds
Lose
http://www.flickr.com/photos/theenmoy/
@wilreynolds http://www.flickr.com/photos/theenmoy
Wait
14
@wilreynolds
The Players
@wilreynolds
Losses
http://www.flickr.com/photos/eole
@wilreynolds
“Not Im
pre
ssed”
@wilreynolds
@wilreynolds
Zem
anta
@wilreynolds
@wilreynolds
Zem
anta
19
@wilreynolds
HOW DO THEY GET PAID?
Impressions, CPM
20
@wilreynolds
HOW DO PUBLISHERS GET PAID?
Content is “suggested”
to bloggers
21
@wilreynolds
IMPACT
• 2-3 Clicks Avg
• No “follow on” links
• 8 Clients
• $500/mo
22
@wilreynolds
3 CHARACTERISTICS
• Sites you would rarely visit
• Low social signals
• Lots of ads
@wilreynolds
Netw
ork
: nR
ela
te
@wilreynolds
Asset: In
fogra
phic
@wilreynolds
Asset:
Infographic
(looked like
this)
@wilreynolds
“Not Im
pre
ssed”
@wilreynolds
@wilreynolds
Pre
vio
us S
uccesses
@wilreynolds
I was VERY
SKEPTICAL
29
@wilreynolds
SPEND: $700
DAYS: 3
CPC: .30
CAPS: $50
@wilreynolds
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
http://www.flickr.com/photos/johncarleton @wilreynolds
@wilreynolds
0
500
1000
1500
2000
2500
3000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Aggregate Traffic to Landing Page
** 6 weeks before test & 6 weeks after (June 28th –
September 30th)
34
Before During After
Tra
ffic
Time
+112 total visits
after referral
traffic ended
@wilreynolds
COST = $700
SETUP/WATCH TIME = $300
---------------------------
$1,000
@wilreynolds
$1,000 per link - Not Impressed
@wilreynolds
Netw
ork
: Tw
itter
@wilreynolds
Asset:
Fantasy
Football
Name
Generator
@wilreynolds
Pre
vio
us S
uccesses
40
@wilreynolds
SPEND: $177 (Budget: $500)
DAYS: 4
CPC: .49
CAPS: $100/Day
@wilreynolds
Outcome
CAMPAIGN IMPRESSIONS CLICKS RETWEETS REPLIES FOLLOW
S 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?
43
@wilreynolds
@HarrisNeifield
+
@AndrewMeyer8
@wilreynolds
$177 / follower - Not Impressed
@wilreynolds
Wins
http://www.flickr.com/photos/johncarleton @wilreynolds
@wilreynolds
Netw
ork
: nR
ela
te
@wilreynolds
Asset: In
fogra
phic
@wilreynolds
Pre
vio
us S
uccesses
@wilreynolds
Pre
vio
us S
uccesses
50
@wilreynolds
SPEND: $700
DAYS: 3
CPC: .30
CAPS: None
@wilreynolds
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
Netw
ork
: nR
ela
te
@wilreynolds
Asset:
3 articles w/
Infographic
57
@wilreynolds
SPEND: $502.65
DAYS: 13
CPC: .15
CAPS: $50/Day
@wilreynolds
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
Netw
ork
: Taboola
@wilreynolds
Asset:
5 Articles,
Recognized
Food Brand
@wilreynolds
Pre
vio
us S
uccesses
65
@wilreynolds
SPEND: $1700
DAYS: 26
CPC: .15
CAPS: $75/Day
@wilreynolds
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
68
@wilreynolds
Network: Taboola
Audience knows your
brand
69
@wilreynolds
Network: Taboola
Little impact
70
@wilreynolds
Network: Taboola
Audience knows you,
it doesn’t matter
71
@wilreynolds
Network: Taboola
Highest Bounce
Lowest PPVs
Lowest
Duration
72
@wilreynolds
Network: Taboola
Should have paused it
73
@wilreynolds
Network: Taboola
Next Time:
Create a Micro-
conversion
@wilreynolds
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
Socia
lCra
wly
tics
@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
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
Before During After
Tra
ffic
Time
Aggregate Traffic to Landing Page
79
+15,540 total
visits after referral
traffic ended
** 6 weeks before test & 6 weeks after (June 27th – October 15th)
@wilreynolds
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
Netw
ork
: outb
rain
@wilreynolds
Educatio
n In
fogra
phic
@wilreynolds
Pre
vio
us S
uccesses
@wilreynolds
Pre
vio
us S
uccesses
87
@wilreynolds
SPEND: $194
DAYS: 2
CPC: .30 - .23
CAPS: $150/day
@wilreynolds
IMPRESSIONS: 480,103
CLICKS: 647
CTR: .13%
LINKS: TBD
SOCIAL SHARES: ??
@wilreynolds
5 headlines
ARTICLE CTR
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 .04
90
@wilreynolds
@wilreynolds
Testing 1,2,3
• Test Headlines before naming the
asset?
• How do headlines impact outcomes?
@wilreynolds
You guys are ****** GOOD!
93
@wilreynolds
To pull this off you need
@wilreynolds
Well
rounded
Data + SEO
+ SEM +
Social +
Analytics +
Negotiator
95
@wilreynolds
Hire someone for
$40,000 a year to “get links”
@wilreynolds
“Minions”
http://www.flickr.com/photos/mr-shtoopid
@wilreynolds
Need:
Data Junkies
Growth Hacker
@wilreynolds
Where Next? LinkedIn
Newsletters
Banner Ads?
http://www.flickr.com/photos/tripwolf
@wilreynolds
“Kill
Minions”
http://www.flickr.com/photos/mr-shtoopid
@wilreynolds
Share, or I’m asking him to find
your stuff
http://www.flickr.com/photos/mr-shtoopid
About me.
@wilreynolds
facebook.com/wilreynolds
wilr@seerinteractive.com
Wil Reynolds Founder