launching in a hyper-competitive vertical

> founded '08 by a group of seo, ppc & conversion rate experts

> over 12 years industry experience> diverse client & vertical experience> strategies to deliver the best online roi

for our clients possible. period.

why are queryclick here?

understand the challenge

understand the challenge...

...it's impossible.(sorry!)

...no, really.

understand the challenge...

...still here?

OK, lets beat the system.

understand the challenge...

ok, but seriously.>> there are opportunities out there.>> you will have to work for them.

x

set your goals>> don't plan on organic traffic for the

first six to nine months>> don't be a thin affiliate>> direct spend 50% ppc, 30% affiliates

& 20% display>> build brand recognition>> jump start via email>> track (& test!) everything

set your goals

x

set your goals>> everything starts with your cpa.

higher cpc at launch of ppc campaign conversions will be worse than average (brand) work by product / lead value, not average include post sale conversion include offsite pr if relevant segment by channel / country include asset cost (images, news content, video) keep burn as low as possible, look for 12 month

return to black, maximum if cpc < cpa = profit

concept to launchdon't overdesign at launch:

+

define yourself against the market>> profile your target audience

undergraduate profile (mobile): pay by proxy, fashion conscious, feature rich,

social features, battery life, monthly tariff handset brands, best monthly phone, etc image rich, bundled price plans, email this

deal, tech specs, network coverage, reviews.

>> set expectation in serp, then fulfil.>> data recall & update email critical

the inevitable moneysupermarket...

beating the market

use your advantage...>> pre-launch heuristic analysis>> iterate repeatedly & quickly>> shake up marketplace / better

mousetrap? (reviews / user gen / vid)>> define against competition (3rd party)>> build for seo initially: architecture!>> use your cpa to be aggressive in

display, ppc & affiliates (arbitrage?)

+

...your kind of people?

...their kind of phone?

seo architect for scale...>> European mobile handset reseller:

http://mocompare.com/ [latest & index control] http://mocompare.com/en/mobile-handsets/

reviews [non-territory] http://uk.mocompare.com/en/mobile-

handsets/htc-desire#reviews|news|deals [product page]

ch.mocompare/en/ - swiss, english lang, etc.

sitemaps.org // hreflang // canonical

...and while we're on seo validate & be light / content rich compress, use sprites & set cache <h1> to top of code, refresh often standard, image, news, video & index

sitemap.xml dynamic for all content pingomatic for rss (snippet only), support

trackback, first post free, profile link, forum access, fb connect, like & retweet.

self renewal (aka: optimisation zen!)

optimisation zen first q activity:

80% linkbuilding | 20% campaign setup first q traffic sources:

80% ppc | 15% display | 5% email

>> capture users / email>> test conversion heavily>> raise brand profile via communities

use customer voice get negative feedback. make it better. repeat...

optimisation zen second q activity:

double down on ppc & display spend introduce regular linkbaiting curate & develop your forum build long tail landing pages

expand ppc alongside seo kp targeting integrate into arch one step from homepage conserve domain value + 301 roundup

push offers into social channels

optimisation zen third q traffic sources:

10% seo | 75% ppc | 10% display | 5% email

opportunities: google innovations (keep on top!) affiliate programs with backlink value tool layer promotion / application bait click to call analytics via ppc industry stats / authority nirvana

profit