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The One-Two Punch
lulu gepharton 28 June 2010
Transcript of The One-Two Punch
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:
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
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
firstname.lastname@example.org Affiliate Sites
Flat Conv. Rate Content Network Sites Affiliate Sites