Slides from my September 2014 talk at Biddable world about using display ads (such as AdSense) to build PPC budget.

1. How Playing Both Sides of the Biddable Field Could Fund Your Next Campaign

2. MAT BENNETT
@matbennett
plus.google.com/+MatBennett
mb@oko.uk

3. IMPOSTER!

4. EVER HAD A GREAT CAMPAIGN IDEA?

5. BEGGING FOR BUDGET?

6. 0
0
0

7. WIN NEW CLIENTS, RUN MORE INTERESTING CAMPAIGNS & ENJOY FREE ADVERTISING USING THIS ONE WEIRD TRICK

14. MAKING YOU MONEY

15. COSTING YOU MONEY

16. THE
BIG
IDEA

17. WHAT IF WE
COULD GET THE
98% THAT AREN’T CONVERTING…

18. TO PAY TO FIND MORE LIKE THE 2% THAT ARE?

19. SHOW THEM ADS!

20. 1. SHOW ADS TO USERS UNLIKELY TO CONVERT

21. £
£
2. EARN MONEY

22. £
£
3. USE MONEY + PPC SKILLS TO FIND MORE VISITORS LIKELY TO CONVERT

23. HOW CAN THIS ADD UP?
500,000 Visits / month
X 3 pages / visit
= 1.5 million page views
X £3.oo RPM
(conservative)
= £4,500 per month

24. HOW CAN THIS ADD UP?
5,000,000 Visits / month
X 3 pages / visit
= 15 million page views
X £3.oo RPM
(conservative)
= £45,000 per month

25. HOW CAN THIS ADD UP?
50,000 Visits / month
X 3 pages / visit
= 150,000 page views
X £3.oo RPM
(conservative)
= £450 per month

26. “WON’T COMPETITORS
TARGET US?”

27. •BLOCK COMPETITORS
•BLOCK CATEGORIES
•REVIEW ADS

28. “WON’T OUR CONVERSION RATE SUFFER?”

31. WHAT IF I TOLD YOU

32. AMAZON’S 9.6% CONVERSION RATE IS THANKS TO ADVERTS NOT IN SPITE OF THEM

33. “If we think about Amazon in two worlds. One world is an Amazon with ads and lower prices. Another world is an Amazon with no ads and higher prices. Which one would we choose?
Lisa Utzschneider
Global VP,Advertising Sales. Amazon.com

35. STILL WORRIED?

36. KEEP OFF THE CONVERSION PATH

37. KEEP OFF THE CONVERSION PATH
•VISITORS IN COUNTRIES YOU DON’T SERVICE

38. KEEP OFF THE CONVERSION PATH
•PAST CUSTOMERS UNLIKELY TO BUY AGAIN

39. KEEP OFF THE CONVERSION PATH
•ADS ON NON-COMMERCIAL CONTENT

40. KEEP OFF THE CONVERSION PATH
•NON CONVERTING BEHAVIOUR

41. “WON’T OUR CONVERSION RATE SUFFER?”

42. •CUSTOMERS DON’T CARE
•ADS OFF CONVERSION PATH
•TARGET NEW WINDOW

43. “WON’T THIS BE EXPENSIVE TO RUN?”

44. •THIS IS CHEAP
•YOU HAVE THE SKILLS
•OR PARTNER WITH GASCP

46. (I HEAR THAT THESE OKO GUYS ROCK!)

57. •ADS ARE FOR CONTENT SITES
•ADS ARE “LOW RENT”
•ADS LOSE CUSTOMERS
•NEVER NEVERNEVERUSE ADS ON E-COMMERCE SITES
OLD SCHOOL THINKING

58. 57% of ecommerce sites use a source of revenue diversification
That’s 63% for the leading ecommerce sites…
ADS ARE THE NEW NORM
EVEN FOR E-COMMERCE
Source: CCM Benchmark / Webloyalty© Benchmark Group –May 2013

59. 8 OF THE TOP 10 E-COMMERCE SITES USE ON-SITE MONETISATION

60. Source: Conlumino, Company Websites, OC&C Analysis
2 OF THE TOP 10 E-COMMERCE SITES USE ON-SITE MONETISATION

62. YOU’RE HIRED! *
* NOT OFFICIALLY ENDORSED BY LORD SUGAR

63. 1. IDENTIFY HIGH-VALUE POSITIONS

64. 1. IDENTIFY HIGH-VALUE POSITIONS

65. 2. IDENTIFY SEGMENTS TO TARGET

66. 2. (OR SEGMENTS TO BLOCK)

67. 3. GET AN AD SERVER

68. 4. FILL ALL INVENTORY

69. 5. SET UP HOUSE ADS

70. 6. DIRECT SELL

71. 7. TRAFFIC ADS

72. 8. REVIEW AND ITERATE

73. MAT BENNETT
@matbennett
plus.google.com/+MatBennett
mb@oko.uk

74. DOWNLOAD THE DECK
@matbennett
OKO.UK/BID2014
& WIN A CHROMEBOOK
(Terms & conditions apply)