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The One-Two Punch

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by lulu gephart on 28 June 2010

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Transcript of The One-Two Punch

OUTCOME: Highly productive targets for traffic and conversion. ............................................................................................................................................... Test 1: Content Ads + Affiliates Test 2: CPM vs. CPC-Based Display Process: targeted our affiliate partners who also run Ad Sense with CPC-based text and banner ads. Tip: Scrape entire affiliate list and launch! OUTCOME: CPC based ads garner comparable impressions and sales at fraction of cost. Tip: Use Google's DoubleClick Ad Planner to created targeted CPC-based display campaigns. Google Content Network: Critical Arm of Paid Search Program HYPOTHESIS
Richest expansion opportunties for our content network program will come from collaboration with other online marketing programs and will be beneficial to all. PROCESS
Launched CPC-based ads targeted at:
Affiliate sites
Current display sites
Measured efficiency against program standards and entire content network. Lulu Gephart
Paid Search Program Manager
REI Cannibal or Innovator? Process: Ran CPC-based text and banner ads on our typical CPM display sites via Google Content Network. Testing into Google Content Network Content Network
3x CTR
2x Conv. Rate Same impressions - $6.55 less per Click! $0.81 CPC Ad
($0.19 CPM) $1.89 CPM Ad
($7.36 CPC) Conclusions: Content Network is a tangly beast

HUGE customer experience opportunity

Find an all program perspective
1 2 3 Lulu Gephart
lgephar@rei.com Affiliate Sites
15x CTR
Flat Conv. Rate Content Network Sites Affiliate Sites
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