Aaron Levy's presentat

1. small tests
BIG INSIGHTS
aaron levy
director of ppc

2. seer.is/emetrics2014
@bigalittlea

5. 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.

6. why are you here?

7. flickr.com/photos/weissenbachpr/
@bigalittlea

8. oh yeah, we’ve got a
ppc team!

9. 9@bigalittlea

10. good roi? table stakes
flickr.com/photos/nationaalarchief/

11. 11@bigalittlea

12. old school questions
flickr.com/photos/ul_digital_library/

13. existing
new
crazy

14. flickr.com/photos/usnationalarchives/
find hidden gems

15. 15
MARKETING
SITE
BUSINESS
keyword device
copy
product
localizationcreative
inventory impact
content
@bigalittlea

16. 16
SITE
BUSINESS
MARKETING
keyword device
copy
product
localizationcreative
inventory impact
content
@bigalittlea

17. 17
where should we focus?

18. 18
prioritize seo (duh)
KEYWORDSELECTION
@bigalittlea

19. 19

20. 20

21. flickr.com/photos/anmm_thecommons/
great, you win!

22. 22
SQ Report by dimension
KEYWORDSELECTION

23. 23
feature development
faqs
prioritize seo (duh)
content inspiration
localization
KEYWORDSELECTION
@bigalittlea

24. 24
will competition be a hurdle?
flickr.com/photos/nationaalarchief/

25. 25
KEYWORDSELECTION
1.0
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
2.0
$3.00
$3.50
$4.00
$4.50
$5.00
$5.50
CPC Avg. Pos
@bigalittlea

26. 26

27. 27
what copy works?
flickr.com/photos/nationaalarchief/

28. 28
CREATIVE
vs.
@bigalittlea

30. 30
CREATIVE
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

31. 31
offline
email design
branding
media
retargeting
CREATIVE
@bigalittlea

32. 32
SITE
BUSINESS
MARKETING
keyword device
copy
product
localizationcreative
inventory impact
content
@bigalittlea

33. 33
prioritized development?

34. 34
RESPONSIVEPRIORITY
@bigalittlea

35. 35
RESPONSIVEPRIORITY

36. 36
RESPONSIVEPRIORITY

37. 37
vintagewinter.com
clicks
conv.
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

38. 38
+$128,865?!?!?
RESPONSIVEPRIORITY
@bigalittlea

39. flickr.com/photos/anmm_thecommons/
you win again!

40. flickr.com/photos/usnationalarchives/
should i build local pages?

41. 41
LOCALIZATION
@bigalittlea

43. 43
kinda useless
@bigalittlea
LOCALIZATION

45. Feature development
flickr.com/photos/nationaalarchief/
what plagues my audience?

47. 47
who
what
where
when
why
how
USES&FEATURES
do
can
if
@bigalittlea

48. 48
USES&FEATURES
Queries Imps Clicks
how to make a squeeze page 771 62
how to create a squeeze page 727 70
how to build a squeeze page 214 34
how to create a squeeze page in wordpress 177 25
how to use brand 132 33
how to make a squeeze page on wordpress 104 19
how to make squeeze page 58 19
how to setup a squeeze page on wordpress 50 9
how to setup a squeeze page 49 15
how to create a squeeze page for free 49 10
how much does brand cost 46 18
how to setup an autoresponder 35 12
how does brand work 30 13
how to create a squeeze page free 29 9
how to create squeeze pages 28 10
how to create a squeeze page in wordpress
free 28 10

49. 49
USES&FEATURES
Row Labels Imps Clicks
what 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

50. 50
SITE
BUSINESS
MARKETING
keyword device
copy
offline
localizationcreative
inventory impact
content
@bigalittlea

51. flickr.com/photos/anmm_thecommons/
who needs what?

52. @ladycuscus
@bigalittlea

53. 53
INVENTORY
@bigalittlea

54. 54
INVENTORY
country region leads
conv.
rate
cpa
lost
leads
canada 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

55. 55
ca impression share?
40%
INVENTORY
@bigalittlea

56. “canada is fully utilized”

57. 57
1,992 potential leads
10% lower cpa
INVENTORY
@bigalittlea

58. move inventory north. fast.
flickr.com/photos/nationaalarchief/

59. flickr.com/photos/nlireland/
what happened when…?

60. 60
% brand lift
MEASURINGIMPACT
@bigalittlea

61. 61
(not provided)
MEASURINGIMPACT
@bigalittlea

62. @nick_vigg
@bigalittlea

63. Brand CTR
put butts in seats
flickr.com/photos/nationaalarchief/

64. bus wraps + radio = ???
flickr.com/photos/swedish_heritage_board/

65. 65
MEASURINGIMPACT
r r r
-b
r
@bigalittlea

66. 66
OFFLINETOONLINE
estimated total conversions
@bigalittlea

67. 67

68. great concept, but..….
flickr.com/photos/nationaalarchief/

69. 69

70. flickr.com/photos/statelibraryofnsw/
find hidden gems

71. 71
MARKETING
SITE
BUSINESS
interest
designpromo
product device
customer
@bigalittlea

72. 72
SITE
BUSINESS
interest
designpromo
product device
customer
MARKETING
@bigalittlea

73. what promos work?
flickr.com/photos/usnationalarchives/

74. 74
4.1% cvr 3.7% cvr
PROMOTESTING

75. 75
4.1% cvr ???
PROMOTESTING

76. 76
no.
PROMOTESTING

77. 77
what content should we write?
flickr.com/photos/usnationalarchives

78. 78
CONTENTDEVELOPMENT
Visitor comes
to your site
Visitor added
to list
Visitor leaves
Your ad displays
across the web
Visitor returns to your site,
more conversions!

79. 79
CONTENTDEVELOPMENT
Visitor comes
to your site
Visitor added
to list
Visitor leaves
Your ad displays
across the web
Visitor returns to your site,
more conversions!

80. 80
let’s watch!
flickr.com/photos/usnationalarchives

81. 81

82. 82
SITE
BUSINESS
interest
designpromo
product device
customer
MARKETING
@bigalittlea

83. 83
what should it look like?
flickr.com/photos/usnationalarchives

84. 84
SITEAUDITIONS

85. 85
SITEAUDITIONS

86. 86
SITEAUDITIONS

87. 87
SITEAUDITIONS

88. 88
center
14.0% cr
SITEAUDITIONS
right
7.1% cr
right
12.3% cr
left
7.2% cr
@bigalittlea

89. 89
SITEAUDITIONS

90. obile site
should i do that mobile thing?

91. 91
mature campaigns
anxious cmo
crappy mobile site
MOBILETEST
@bigalittlea

92. 92
test with the best
exact match only
sky-high mobile bids
MOBILETEST
@bigalittlea

93. 93
expected winner?
58% higher mobile cpa
expected loser?
37% lower cpa
MOBILETEST
@bigalittlea

94. 94
test actually spent
3% of total budget
test could’ve spent
13% of total budget
MOBILETEST
@bigalittlea

95. 95
SITE
BUSINESS
interest
designimpact
product mobile
customer
MARKETING
@bigalittlea

96. 96
what do my customers want?
flickr.com/photos/usnationalarchives/

97. 97
…so put the best products
on the page…?
PRODUCTPRIORITY
@bigalittlea

98. 98
• PRODUCT PRIORITY

99. 99
PRODUCTPRIORITY
thegraphicsfairy.com/
@bigalittlea

100. 100

101. 101
best stuff, front & center
flickr.com/photos/usnationalarchives/

102. 102
who are are our customers?
flickr.com/photos/usnationalarchives/

103. let‘s get
creepy
flickr.com/photos/nationaalarchief/

104. 104
KNOWYOURAUDIENCE

107. flickr.com/photos/statelibraryofnsw/
take a leap of faith

108. 108
SITEBUSINESS
MARKETING
research
@bigalittlea

109. do i need a call center?
flickr.com/photos/usnationalarchives/

111. 111
free-ninety-nine
VOLUMETESTING
@bigalittlea

112. 112

113. is this a
good idea?
flickr.com/photos/nationaalarchief/

114. flickr.com/photos/nationaalarchief/
where should we go next?

115. flickr.com/photos/nationaalarchief/
should i buy beer for ppcers?

116. seer.is/emetrics2014
@bigalittlea

117. seer.is/jobbies