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#searchfest 2014
Elizabeth Marsten
Beyond the Thunderdome: When You Run Out of PPC Fuel
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ELIZABETH MARSTEN (ME)
•VP of Search Marketing
•Pay-Per-Clip Marketer
•SEO, Social, PPC
•@ebkendo
•http://bitly.com/bundles/ebkendo/5
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WHERE'S PORTENT? 3
Technically speaking,
More specifically,
here.
here.
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AT THE END OF THE PARADE 4
More specifically,
Multiply by
700,000
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5
The Rules of the Thunderdome
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NO GOOGLE DISTRACTIONS 6
@ebkendo #searchfest
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More two men enter, one man leaves.
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Reddit Ads
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REDDIT QUICK HITS
• 2 day manual review
• Submit once, check twice first
• CPM: .75 per 1,000
• $5 minimum
• No geotargeting
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REDDIT QUICK HITS
• Impression rate varies by targeted area
• 70x70 thumbnail
• Deposit and it’s gone
• Subreddits are your friend
• Prepare for comments
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@ebkendo #searchfest
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BAD REDDIT 11
@ebkendo #searchfest
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REDDIT COMMENTS 12
@ebkendo #searchfest
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GOOD REDDIT 13
@ebkendo #searchfest
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GOOD REDDIT 14
@ebkendo #searchfest
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GOOD SUBREDDIT 15
@ebkendo #searchfest
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HAD THE BEST INSTRUCTIONS EVER 16
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Yahoo InStream
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REMEMBER THOSE GUYS? 18
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YAHOO QUICK HITS
• “Instream” newsfeed
• CPC (.25-1.00)
• No minimum
• Daily cap
• Create your own ads or not
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YAHOO 21
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Tumblr
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NOT JUST FOR RYAN GOSLING 23
@ebkendo #searchfest
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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
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TUMBLR
• Run of network
• Cost per engagement
• $10,000 minimum investment per week
• Ads on Tumblr must feed back into a Tumblr
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@ebkendo #searchfest
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TUMBLR 26
@ebkendo #searchfest
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LOCAL TUMBLR AD 27
@ebkendo #searchfest
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TUMBLR ADSENSE 28
@ebkendo #searchfest
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TUMBLR ADSENSE 29
@ebkendo #searchfest
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THINGSTHATARECHEAPERTHANWHATSAP 30
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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
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SPONSORED UPDATES 33
@ebkendo #searchfest
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SET 2 GOALS FOR “SUCCESS”
1. Engagement & awareness
2. Call to action: download, sign up, leads
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@ebkendo #searchfest
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QUALITY ENGAGEMENT 35
@ebkendo #searchfest
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Mad Max: Fury Road. In theaters May 2015
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Measuring (cough) ROI
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SOCIAL PPC PLATFORMS
What is a “Like” worth anyway?
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SOCIAL PPC PLATFORMS
Conversation Rate*Avinash said it.
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TREAT IT LIKE A SEARCH-DISPLAY BLEND
Last Click Attribution
Assisted Conversions
Engagement
Awareness
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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?
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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.
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SOCIAL PPC PLATFORMS
But my CFO/boss dude won’t buy that.
Maybe.
Got to start somewhere though.
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SOCIAL PPC PLATFORMS
What is “success?”
Define it.
Sneak it in if you have to.
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SUCCESS 45I got this!
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OR RESORT TO COMMUNICATING WITH MEMES 46
skeletorislove.tumblr.com
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So…Burning Man anyone?
@ebkendo
Elizabeth Marsten, VP of Search
Portent, Inc.
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QUESTIONS?
@ebkendo #searchfest