Sizing up the PPC competition
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Transcript of Sizing up the PPC competition
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WHEN AD TESTING… DO YOU FOCUS ON CVR?COMPARE ADS BASED ON CTR?DO YOU CONSIDER QS?IS IT ABOUT CPA?IS THIS ALL A LOT OF BS?
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CTR CAN = BAD TRAFFICCVR CAN = NOT ENOUGH TRAFFICQUALITY SCORE IS A STUPD METRICCPA CAN = TOO RESTRICTIVE
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WHY DOES NOT MEASURING
IUC = SUCKING AT PPC??
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100,000 PEOPLE SEARCH FOR GEN 1 Megatron
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CTR FOCUSED COMPETITOR A CTR OF 3% & CVR OF 2%= 60 SALES
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CVR FOCUSED COMPETITOR B CVR OF 3% & CTR OF 2%= 60 SALES
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IUC FOCUSED YOU CVR OF 2.5% & CTR OF 2.5%= 62.5 SALES
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SO WHAT IS THE
MAGIC FORMULA?
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IMPRESSIONS / CONVERSIONS = IUC
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COMPETITOR A - CTR100,000 IMPRESIONS / 60 CONVERSIONS = 1,666
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COMPETITOR B – CVR 100,000 IMPRESIONS / 60 CONVERSIONS = 1,666
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YOU - IUC100,000 IMPRESIONS / 62.5 CONVERSIONS = 1,600
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WAYS IUC CAN GO BAD…
FAST
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THINGS TO CONSIDER… REVENUE PER IMPRESSIONQUALITY SCORE ISN’T ALL THAT BAD, IS IT?LIMITED BUDGET MAY WANT CVR AS THE PRIMARY METRIC.
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BONUS TIP
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IUC, FO’ EVA’!Jeff AllenHanapin Marketing@JeffAllenUT