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