Date post: | 17-Jan-2017 |
Category: |
Marketing |
Upload: | wayne-barker |
View: | 628 times |
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This is David Brailsford
How?
Marginal Gains
He Started With The Obvious
• Nutrition of riders• Improving weekly training programmes• How the bikes worked• Better seats• Better tyres• Aerodynamics of the bikes
Then The Not So Obvious
• Finding the best hotels• Taking their own pillows to those hotels• Finding the best massage gel• Better hygiene to prevent infection• Painting floors in the maintenance area
to avoid dust
Marginal Gains
Meet Takeru Kobayashi
Hot Dog Strategy• Breaks them in half = more options for
chewing and also frees hands for quick fire loading• Tested spraying them with water and
vegetable oil• Tested different ways of chewing• Improved how it landed in stomach to
reduce the chance of vomiting
In Outsider|Left Champ
Marginal Gains
2 Isolated Cases? • Aviation • NHS• QuantamBlack• Toyota
Chrome Wasn't Built In A Day
What Does This Have To Do With Digital Marketing?
Turns Out We Do This For PPC
• Regularly reviewed bids and adjusted up or down depending on what the bid needed to be to meet the client's targets.
• Reviewed bid modifiers for mobile and location. Again, these were adjusted to meet the client's targets.
• Added a price extension - this only is eligible to show for top position mobile impressions so it's a really marginal gain. Of the 63789 possible times it could show, the extension only had 2193 impressions, but it delivered a 4.21% conversion rate compared to 1.35% conversion rate without it.
• Paused underperforming keywords and added new keywords to the account.
• Excluded poor performing search queries.• Created new campaigns and new ad groups.
SEO? Web Development? Content?
What Not To Do
What Not To Do
SEO: Lots Of Small Changes
• Less friction with the gaffer• Less fighting with devs• Ticking things off feels gooooood!• Your boss thinks you are doing more than
you are ;)• You aren’t getting bogged down in big
stuff• Eggs and baskets and all that jazz
Improve One Area Of Site
Optimise CTR
Other Things That You Can Add To The Mix
• Automate product Title Tags • Automate product Meta Descriptions • Get the intern to build internal links• Add one new product description a day
How Pinterest Do It
https://engineering.pinterest.com/blog/demystifying-seo-experiments
How Etsy Do It
https://codeascraft.com/2016/10/25/seo-title-tag-optimization/
Tiny Improvements Across Lots Of Pages
Apply It To Outreach
Apply It To Outreach
Apply It To Ranking
See The Bigger Picture
Do They Rank?
Do They Rank?
Web Development
https://blog.attitudedesign.co.uk/blog/the-broken-webdesign-process
Work Life• Set you to dos the night before, not in
the morning• Make sure all meetings have a purpose• Don't use default times on meetings• Only answer emails at set times• Have don't disturb time
Kaizen
https://walkwest.com/blog/kaizen-approach-seo/
Kaizen• Observe• Plan• Do• Check• Adjust• Repeat
https://walkwest.com/blog/kaizen-approach-seo/
Thanks!