Launching a brand into a hyper competitive vertical
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Transcript of Launching a brand into a hyper competitive vertical
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launching in a hyper-competitive vertical
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> 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?
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understand the challenge
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understand the challenge...
...it's impossible.(sorry!)
...no, really.
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understand the challenge...
...still here?
OK, lets beat the system.
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understand the challenge...
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ok, but seriously.>> there are opportunities out there.>> you will have to work for them.
x
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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
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set your goals
x
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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
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concept to launchdon't overdesign at launch:
+
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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
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the inevitable moneysupermarket...
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beating the market
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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?)
+
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...your kind of people?
...their kind of phone?
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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
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...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.
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self renewal (aka: optimisation zen!)
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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
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use customer voice get negative feedback. make it better. repeat...
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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
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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
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profit