#searchfest 2014

Elizabeth Marsten

Beyond the Thunderdome: When You Run Out of PPC Fuel

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.

AT THE END OF THE PARADE 4

More specifically,

Multiply by

700,000

5

The Rules of the Thunderdome

NO GOOGLE DISTRACTIONS 6

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More two men enter, one man leaves.

Reddit Ads

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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BAD REDDIT 11

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REDDIT COMMENTS 12

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GOOD REDDIT 13

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GOOD REDDIT 14

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GOOD SUBREDDIT 15

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HAD THE BEST INSTRUCTIONS EVER 16

Yahoo InStream

REMEMBER THOSE GUYS? 18

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

Tumblr

NOT JUST FOR RYAN GOSLING 23

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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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TUMBLR 26

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LOCAL TUMBLR AD 27

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TUMBLR ADSENSE 28

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TUMBLR ADSENSE 29

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THINGSTHATARECHEAPERTHANWHATSAP 30

LinkedIn

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

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SET 2 GOALS FOR “SUCCESS”

1. Engagement & awareness

2. Call to action: download, sign up, leads

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QUALITY ENGAGEMENT 35

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Mad Max: Fury Road. In theaters May 2015

Measuring (cough) ROI

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?

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.

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!

OR RESORT TO COMMUNICATING WITH MEMES 46

skeletorislove.tumblr.com

So…Burning Man anyone?

@ebkendo

Elizabeth Marsten, VP of Search

Portent, Inc.

QUESTIONS?

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