Wil Reynolds - Google Approved Paid Links

Transcript

1. Google Approved Paid Links Wil Reynolds Associate @wilreynolds http://www.flickr.com/photos/68751915@N05/6551534889/
2. @wilreynolds $10,000 Dollars in “Play” Money
3. @wilreynolds $10,000 Dollars in “Play” Money
4. @wilreynolds $10,000 in Play Money
5. 5 @wilreynolds Go Forth and Use $$ to Get Links
6. @wilreynolds Eyeballs http://www.flickr.com/photos/bayat/
7. @wilreynolds Impressions http://www.flickr.com/photos/bayat/
8. @wilreynolds Attention http://www.flickr.com/photos/theenmoy
9. @wilreynolds Prayed, HARD http://www.flickr.com/photos/theenmoy
10. @wilreynolds 3 Outcomes
11. @wilreynolds Win http://www.flickr.com/photos/theenmoy/
12. @wilreynolds Lose http://www.flickr.com/photos/theenmoy/
13. @wilreynolds http://www.flickr.com/photos/theenmoy Wait
14. 14 @wilreynolds The Players
15. @wilreynolds Losses http://www.flickr.com/photos/eole
16. @wilreynolds “Not Impressed” @wilreynolds
17. @wilreynolds Zemanta @wilreynolds
18. @wilreynolds Zemanta
19. 19 @wilreynolds HOW DO THEY GET PAID? Impressions, CPM
20. 20 @wilreynolds HOW DO PUBLISHERS GET PAID? Content is “suggested” to bloggers
21. 21 @wilreynolds IMPACT • 2-3 Clicks Avg • No “follow on” links • 8 Clients • $500/mo
22. 22 @wilreynolds 3 CHARACTERISTICS • Sites you would rarely visit • Low social signals • Lots of ads
23. @wilreynolds Network: nRelate
24. @wilreynolds Asset: Infographic
25. @wilreynolds Asset: Infographic (looked like this)
26. @wilreynolds “Not Impressed” @wilreynolds
27. @wilreynolds Previous Successes
28. @wilreynolds I was VERY SKEPTICAL
29. 29 @wilreynolds SPEND: $700 DAYS: 3 CPC: .30 CAPS: $50
30. @wilreynolds IMPRESSIONS: 8,883,291 CLICKS: 2,335 CTR: .0277% LINKS: 1 SOCIAL SHARES: 1*
31. @wilreynolds PAGES PER VISIT: 1.07 DURATION: 15 seconds BOUNCE RATE: 95.16
32. @wilreynolds Lessons:
33. @wilreynolds No “Mad Scientist” Time http://www.flickr.com/photos/johncarleton @wilreynolds
34. @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 Traffic Time +112 total visits after referral traffic ended
35. @wilreynolds COST = $700 SETUP/WATCH TIME = $300 --------------------------- $1,000
36. @wilreynolds $1,000 per link - Not Impressed
37. @wilreynolds Network: Twitter
38. @wilreynolds Asset: Fantasy Football Name Generator
39. @wilreynolds Previous Successes
40. 40 @wilreynolds SPEND: $177 (Budget: $500) DAYS: 4 CPC: .49 CAPS: $100/Day
41. @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%
42. @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. 43 @wilreynolds @HarrisNeifield + @AndrewMeyer8
44. @wilreynolds $177 / follower - Not Impressed
45. @wilreynolds Wins http://www.flickr.com/photos/johncarleton @wilreynolds
46. @wilreynolds Network: nRelate
47. @wilreynolds Asset: Infographic
48. @wilreynolds Previous Successes
49. @wilreynolds Previous Successes
50. 50 @wilreynolds SPEND: $700 DAYS: 3 CPC: .30 CAPS: None
51. @wilreynolds IMPRESSIONS: 8,459,796 CLICKS: 2,343 CTR: .0277% LINKS: 7 SOCIAL SHARES: 1*
52. @wilreynolds LESSONS: • No time to test • Big Share Buttons at Top • A/B test asset title • Tech Gaming = Good nRelate • Get GA in order
53. @wilreynolds COST = $700 SETUP/WATCH TIME = $300 --------------------------- $1,000
54. @wilreynolds $124 per link - Not Bad
55. @wilreynolds Network: nRelate
56. @wilreynolds Asset: 3 articles w/ Infographic
57. 57 @wilreynolds SPEND: $502.65 DAYS: 13 CPC: .15 CAPS: $50/Day
58. @wilreynolds IMPRESSIONS: 4,192,887 CLICKS: 3,351 CTR: .0799% LINKS: 11 SOCIAL SHARES: 1,000*
59. @wilreynolds 3 Articles ARTICLE CLICKS LINKS SOCIAL* PC Gaming vs Console Gaming 304 1 -- Memes 352 1 -- DIY 1871 9 --
60. @wilreynolds COST = $502 SETUP/WATCH TIME = $300 --------------------------- $802
61. @wilreynolds $72.91 per link – Let’s Drink!
62. @wilreynolds Network: Taboola
63. @wilreynolds Asset: 5 Articles, Recognized Food Brand
64. @wilreynolds Previous Successes
65. 65 @wilreynolds SPEND: $1700 DAYS: 26 CPC: .15 CAPS: $75/Day
66. @wilreynolds IMPRESSIONS: 20,050,570 CLICKS: 11,006 CTR: .0549% LINKS: 82 SOCIAL SHARES: 1,000*
67. @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. 68 @wilreynolds Network: Taboola Audience knows your brand
69. 69 @wilreynolds Network: Taboola Little impact
70. 70 @wilreynolds Network: Taboola Audience knows you, it doesn’t matter
71. 71 @wilreynolds Network: Taboola Highest Bounce Lowest PPVs Lowest Duration
72. 72 @wilreynolds Network: Taboola Should have paused it
73. 73 @wilreynolds Network: Taboola Next Time: Create a Micro- conversion
74. @wilreynolds MICRO CONVERSIONS: • Clicks on Share buttons by Campaign (not social plugin) • Scroll to a certain point • Sign up for newsletter • Read Next Article
75. @wilreynolds Make a BUSINESS Case
76. @wilreynolds SocialCrawlytics
77. @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
78. @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
79. @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 Traffic 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)
80. @wilreynolds LESSONS: • Get more like SEM • Next Buttons At Bottom • Additional Engagement • Clicks != Links (more research coming)
81. @wilreynolds COST = $1700 SETUP/WATCH TIME = $300 --------------------------- $2,000
82. @wilreynolds $24.39 per link – Let’s Get Wasted!
83. @wilreynolds Network: outbrain
84. @wilreynolds Education Infographic
85. @wilreynolds Previous Successes
86. @wilreynolds Previous Successes
87. 87 @wilreynolds SPEND: $194 DAYS: 2 CPC: .30 - .23 CAPS: $150/day
88. @wilreynolds IMPRESSIONS: 480,103 CLICKS: 647 CTR: .13% LINKS: TBD SOCIAL SHARES: ??
89. @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. 90 @wilreynolds
91. @wilreynolds Testing 1,2,3 • Test Headlines before naming the asset? • How do headlines impact outcomes?
92. @wilreynolds You guys are ****** GOOD!
93. 93 @wilreynolds To pull this off you need
94. @wilreynolds Well rounded Data + SEO + SEM + Social + Analytics + Negotiator
95. 95 @wilreynolds Hire someone for $40,000 a year to “get links”
96. @wilreynolds “Minions” http://www.flickr.com/photos/mr-shtoopid
97. @wilreynolds Tunnel Vision http://www.flickr.com/photos/jugbo
98. @wilreynolds Need: Data Junkies Growth Hacker
99. @wilreynolds Where Next? LinkedIn Newsletters Banner Ads? http://www.flickr.com/photos/tripwolf
100. @wilreynolds “Kill Minions” http://www.flickr.com/photos/mr-shtoopid
101. @wilreynolds Share, or I’m asking him to find your stuff http://www.flickr.com/photos/mr-shtoopid
102. About me. @wilreynolds facebook.com/wilreynolds wilr@seerinteractive.com Wil Reynolds Founder