Google Approved

Paid Links

Wil Reynolds

Associate

@wilreynolds http://www.flickr.com/photos/68751915@N05/6551534889/

@wilreynolds

$10,000 Dollars in “Play” Money

@wilreynolds

$10,000 Dollars in “Play” Money

@wilreynolds

$10,000 in Play Money

5

@wilreynolds

Go Forth and

Use $$ to Get Links

@wilreynolds

Eyeballs

http://www.flickr.com/photos/bayat/

@wilreynolds

Impressions

http://www.flickr.com/photos/bayat/

@wilreynolds

Attention

http://www.flickr.com/photos/theenmoy

@wilreynolds

Prayed, HARD

http://www.flickr.com/photos/theenmoy

@wilreynolds

3 Outcomes

@wilreynolds

Win

http://www.flickr.com/photos/theenmoy/

@wilreynolds

Lose

http://www.flickr.com/photos/theenmoy/

@wilreynolds http://www.flickr.com/photos/theenmoy

Wait

14

@wilreynolds

The Players

@wilreynolds

Losses

http://www.flickr.com/photos/eole

@wilreynolds

“Not Im

pre

ssed”

@wilreynolds

@wilreynolds

Zem

anta

@wilreynolds

@wilreynolds

Zem

anta

19

@wilreynolds

HOW DO THEY GET PAID?

Impressions, CPM

20

@wilreynolds

HOW DO PUBLISHERS GET PAID?

Content is “suggested”

to bloggers

21

@wilreynolds

IMPACT

• 2-3 Clicks Avg

• No “follow on” links

• 8 Clients

• $500/mo

22

@wilreynolds

3 CHARACTERISTICS

• Sites you would rarely visit

• Low social signals

• Lots of ads

@wilreynolds

Netw

ork

: nR

ela

te

@wilreynolds

Asset: In

fogra

phic

@wilreynolds

Asset:

Infographic

(looked like

this)

@wilreynolds

“Not Im

pre

ssed”

@wilreynolds

@wilreynolds

Pre

vio

us S

uccesses

@wilreynolds

I was VERY

SKEPTICAL

29

@wilreynolds

SPEND: $700

DAYS: 3

CPC: .30

CAPS: $50

@wilreynolds

IMPRESSIONS: 8,883,291

CLICKS: 2,335

CTR: .0277%

LINKS: 1

SOCIAL SHARES: 1*

@wilreynolds

PAGES PER VISIT: 1.07

DURATION: 15 seconds

BOUNCE RATE: 95.16

@wilreynolds

Lessons:

@wilreynolds

No “Mad Scientist” Time

http://www.flickr.com/photos/johncarleton @wilreynolds

@wilreynolds

0

500

1000

1500

2000

2500

3000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Aggregate Traffic to Landing Page

** 6 weeks before test & 6 weeks after (June 28th –

September 30th)

34

Before During After

Tra

ffic

Time

+112 total visits

after referral

traffic ended

@wilreynolds

COST = $700

SETUP/WATCH TIME = $300

---------------------------

$1,000

@wilreynolds

$1,000 per link - Not Impressed

@wilreynolds

Netw

ork

: Tw

itter

@wilreynolds

Asset:

Fantasy

Football

Name

Generator

@wilreynolds

Pre

vio

us S

uccesses

40

@wilreynolds

SPEND: $177 (Budget: $500)

DAYS: 4

CPC: .49

CAPS: $100/Day

@wilreynolds

Outcome

CAMPAIGN IMPRESSIONS CLICKS RETWEETS REPLIES FOLLOW

S ENGAGEMENT

#FantasyFootball 3,876 185 6 0 1 4.95%

ESPN & Yahoo FF 6,149 161 1 1 0 2.65%

@wilreynolds

LESSONS:

• Low impression volume

+ 1 tweet = death

• More than 1 tweet to promote

• Offbrand = no new followers

• $$ = Have a value of a

follower in mind

• Who RT’ed it / Influencer?

43

@wilreynolds

@HarrisNeifield

+

@AndrewMeyer8

@wilreynolds

$177 / follower - Not Impressed

@wilreynolds

Wins

http://www.flickr.com/photos/johncarleton @wilreynolds

@wilreynolds

Netw

ork

: nR

ela

te

@wilreynolds

Asset: In

fogra

phic

@wilreynolds

Pre

vio

us S

uccesses

@wilreynolds

Pre

vio

us S

uccesses

50

@wilreynolds

SPEND: $700

DAYS: 3

CPC: .30

CAPS: None

@wilreynolds

IMPRESSIONS: 8,459,796

CLICKS: 2,343

CTR: .0277%

LINKS: 7

SOCIAL SHARES: 1*

@wilreynolds

LESSONS:

• No time to test

• Big Share Buttons at Top

• A/B test asset title

• Tech Gaming = Good nRelate

• Get GA in order

@wilreynolds

COST = $700

SETUP/WATCH TIME = $300

---------------------------

$1,000

@wilreynolds

$124 per link - Not Bad

@wilreynolds

Netw

ork

: nR

ela

te

@wilreynolds

Asset:

3 articles w/

Infographic

57

@wilreynolds

SPEND: $502.65

DAYS: 13

CPC: .15

CAPS: $50/Day

@wilreynolds

IMPRESSIONS: 4,192,887

CLICKS: 3,351

CTR: .0799%

LINKS: 11

SOCIAL SHARES: 1,000*

@wilreynolds

3 Articles

ARTICLE CLICKS LINKS SOCIAL*

PC Gaming vs Console Gaming 304 1 --

Memes 352 1 --

DIY 1871 9 --

@wilreynolds

COST = $502

SETUP/WATCH TIME = $300

---------------------------

$802

@wilreynolds

$72.91 per link – Let’s Drink!

@wilreynolds

Netw

ork

: Taboola

@wilreynolds

Asset:

5 Articles,

Recognized

Food Brand

@wilreynolds

Pre

vio

us S

uccesses

65

@wilreynolds

SPEND: $1700

DAYS: 26

CPC: .15

CAPS: $75/Day

@wilreynolds

IMPRESSIONS: 20,050,570

CLICKS: 11,006

CTR: .0549%

LINKS: 82

SOCIAL SHARES: 1,000*

@wilreynolds

5 Articles

ARTICLE CLICKS LINKS SOCIAL*

Beer Trend 2013 7372 10 77

“10 Best” Wine/Travel 1240 17 131

Sangria 658 9 129

Unusual Wines 472 15 166

100 Best Wine Restaurants 215 32 218

68

@wilreynolds

Network: Taboola

Audience knows your

brand

69

@wilreynolds

Network: Taboola

Little impact

70

@wilreynolds

Network: Taboola

Audience knows you,

it doesn’t matter

71

@wilreynolds

Network: Taboola

Highest Bounce

Lowest PPVs

Lowest

Duration

72

@wilreynolds

Network: Taboola

Should have paused it

73

@wilreynolds

Network: Taboola

Next Time:

Create a Micro-

conversion

@wilreynolds

MICRO CONVERSIONS:

• Clicks on Share buttons by Campaign

(not social plugin)

• Scroll to a certain point

• Sign up for newsletter

• Read Next Article

@wilreynolds

Make a BUSINESS Case

@wilreynolds

Socia

lCra

wly

tics

@wilreynolds

A/B Asset Testing

RESULTS FRUITY OR FIZZY? 9 SIMPLE STEPS

Impressions 1,255,492 918,096

Clicks 658 494

CTR 0.0524% 0.0538%

Spend $98.70 $74.10

@wilreynolds

Referring Sites

RESULTS OUTCOMES

USA Today 67.21% Bounce

Bloomberg 1.76 PPV vs 1.2 Site Average

MyFox(city) 98% Bounce

Buzzfeed 97% Bounce

@wilreynolds

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Before During After

Tra

ffic

Time

Aggregate Traffic to Landing Page

79

+15,540 total

visits after referral

traffic ended

** 6 weeks before test & 6 weeks after (June 27th – October 15th)

@wilreynolds

LESSONS:

• Get more like SEM

• Next Buttons At Bottom

• Additional Engagement

• Clicks != Links (more research coming)

@wilreynolds

COST = $1700

SETUP/WATCH TIME = $300

---------------------------

$2,000

@wilreynolds

$24.39 per link – Let’s Get Wasted!

@wilreynolds

Netw

ork

: outb

rain

@wilreynolds

Educatio

n In

fogra

phic

@wilreynolds

Pre

vio

us S

uccesses

@wilreynolds

Pre

vio

us S

uccesses

87

@wilreynolds

SPEND: $194

DAYS: 2

CPC: .30 - .23

CAPS: $150/day

@wilreynolds

IMPRESSIONS: 480,103

CLICKS: 647

CTR: .13%

LINKS: TBD

SOCIAL SHARES: ??

@wilreynolds

5 headlines

ARTICLE CTR

How do employers view online degrees .21

What is the difference between an online and traditional degree .11

Are online degrees equal to traditional degrees .05

Are you employable with an online degree .04

What is the value of an online degree .04

90

@wilreynolds

@wilreynolds

Testing 1,2,3

• Test Headlines before naming the

asset?

• How do headlines impact outcomes?

@wilreynolds

You guys are ****** GOOD!

93

@wilreynolds

To pull this off you need

@wilreynolds

Well

rounded

Data + SEO

+ SEM +

Social +

Analytics +

Negotiator

95

@wilreynolds

Hire someone for

$40,000 a year to “get links”

@wilreynolds

“Minions”

http://www.flickr.com/photos/mr-shtoopid

@wilreynolds

Tunnel Vision http://www.flickr.com/photos/jugbo

@wilreynolds

Need:

Data Junkies

Growth Hacker

@wilreynolds

Where Next? LinkedIn

Newsletters

Banner Ads?

http://www.flickr.com/photos/tripwolf

@wilreynolds

“Kill

Minions”

http://www.flickr.com/photos/mr-shtoopid

@wilreynolds

Share, or I’m asking him to find

your stuff

http://www.flickr.com/photos/mr-shtoopid

About me.

@wilreynolds

facebook.com/wilreynolds

wilr@seerinteractive.com

Wil Reynolds Founder