Embed Size (px)
DESCRIPTION
Affiliate marketers are often overwhelmed by product catalogs. In this session Martin will look at ways to analyse data for opportunities in search, and how you can focus your marketing efforts. Experience level: Intermediate Target audience: Affiliate/Publisher Niche/vertical: Retail/Travel Martin MacDonald, Inbound Marketing Director, Expedia Affiliate Networks (Twitter @searchmartin)
Citation preview
1
Martin MacDonald,Inbound Marketing Director
2
Mining for Opportunity
3
Affiliate Marketing with 1,000,0000s of products
4
Lets size the current market
Example Industry: Travel>Hotels
Booking.com (Priceline) 230kEAN (Expedia) 180kAgoda 261kHRS 250k
Compensating for crossover there are around 500k hotels globally available on the common affiliate networks.
5
Most common & best converting keywords
Example Industry: Travel>Hotels
[HotelName][HotelName] + [City]/[State]&/[Country]“Hotels in” + [City]/[State]&/[Country]
Just these combinations would result in 4,000,000 potential keywords, covering long tail property names, but crucially not covering long tail search terms.
6
Keyword Conversion Rate vs Volume
Hotel Name + City Name + Reservations
City Name + Hotels
Hotels + Region Name
Hotels + Descriptor (ie. “spa”)
Hotels
Low Volume ± 8-12% Conversion
High Volume ± <1% Conversion
7
Low Hanging Fruit…
8
Ingredients:
+
9
Market Sizing & Opportunity
Organic Search (SEO)
• Rank check the top 10 results for the top 10k-100k keywords
• Export the list into Excel
• Calculate the % of top 10 SERPs which are subfolders or sub pages
• Sort the keywords by the number of results on sub pages.
10
Market Sizing & Opportunity
Organic Search (SEO)
Formula to calculate Folder Depth in a URL String: =(LEN(B2)-LEN(SUBSTITUTE(UPPER(B2),"/","")))-2
11
Market Sizing & Opportunity
Organic Search (SEO)
Build a pivot table as per the screenshot, summing the total number of subfolders/pages per unique keyword.
12
Market Sizing & Opportunity
Organic Search (SEO)
Sort the results by average number of slashes descending.
This is now a good indicator of the order of ease of ranking for keywords!
BONUS:Download the source sheet:
http://bit.ly/ASWmm1
13
“But that still sounds like a lot of work…”
14
Market Sizing & Opportunity
Paid Search (PPC)
Lets do something similar but this time using Paid Search!
• Using the original keyword list, re-run the rank check using “Google Adwords (USA)”
• Now export the data as a “Top Sites” report.
15
Market Sizing & Opportunity
Paid Search (PPC)
Lets do something similar but this time using Paid Search!
• Using the original keyword list, re-run the rank check using “Google Adwords (USA)”
• Now export the data as a “Top Sites” report.
16
Paid Search (PPC)
Market Sizing & Opportunity
This time we are going to just “count” the appearances of results against each keyword.
Add a second column, put the number (1) in each of them.
17
Paid Search (PPC)
Market Sizing & Opportunity
Pivot table the Sum of the Count Values to give the total occurances of each keyword.
Note: in the example (screenshot & sheet) the data is spread over 10 days to improve the average and accuracy of the results.
18
Paid Search (PPC)
Market Sizing & Opportunity
Results that require the lowest average CPC to rank <4 appear at the top.
Results towards the bottom are the most expensive.
In a keyword list of 4MM terms you uncover 10k-100k’s of keywords you can bid minimum CPC on and still appear.
DOWNLOAD:
bit.ly/ASWmm2
19
Paid Search (PPC)
Market Sizing & Opportunity
Notes:
In given example, city names are often broad match – hence higher than average competition.
The terms [hotels] and [cheap hotels] are often broad or phrase matched
Carry this procedure out on product names, and you can find a high % with ZERO competition..
DOWNLOAD:
bit.ly/ASWmm2
20
Bonus: Scraping Google Results, at Infinite Scale.
Market Sizing & Opportunity
AWR (or any other rank checking software) is limited by the amount of requests you can send to google over time. This is IP Limited.
21
Bonus: Scraping Google Results, at Infinite Scale.
Market Sizing & Opportunity
AWR (or any other rank checking software) is limited by the amount of requests you can send to google over time. This is IP Limited.
Private Proxy Networks:Pro – scale your scraping reliably, choose your IP LocationCon – can become very expensive to get speed into 100k per day
22
Bonus: Scraping Google Results, at Infinite Scale.
Market Sizing & Opportunity
AWR (or any other rank checking software) is limited by the amount of requests you can send to google over time. This is IP Limited.
Private Proxy Networks:Pro – scale your scraping reliably, choose your IP LocationCon – can become very expensive to get speed into 100k per day
VPNs & AnonymizersPro – massive scale, quick data collectionCon – you can burn IPs quickly, be sensible in your scraping folks!
23
Other OpportunitiesAnything Geo-Related: ie. [Product Name] + Town/CityProduct Model Numbers: ie. “Sony SEL18200”Amazon Catalog ListingsISBN / UPC NumbersGoogle Local PPC
… Anything with a catalog in the 1’000’000s!
24
Want to get in touch?
Tweet: @searchmartin
email: [email protected]
Thank you!
Copyright notice: all images licensed via shutterstock except the AWR Logo, a Caphyon product, and the Excel Logo, a Microsoft Product.
