SEMPDX 2014, February 28. Beyond the Thunderdome, When You Run Out of PPC Fuel. Overview and case studies on Reddit Ads, LinkedIn Sponsored Updates, Yahoo InStream, Tumblr and tying it to ROI.
23. NOT JUST FOR RYAN GOSLING
@ebkendo #searchfest
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24. 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
@ebkendo #searchfest
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25. TUMBLR
• Run of network
• Cost per engagement
• $10,000 minimum investment per week
• Ads on Tumblr must feed back into a
Tumblr
@ebkendo #searchfest
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32. 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
@ebkendo #searchfest
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40. TREAT IT LIKE A SEARCH-DISPLAY BLEND
Last Click Attribution
Assisted Conversions
Engagement
Awareness
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41. MULTI TOUCH ATTRIBUTION
• 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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42. YOUTUBE CASE STUDY
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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.
43. SOCIAL PPC PLATFORMS
But my CFO/boss dude won’t buy that.
Maybe.
Got to start somewhere though.
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