The $10,000 Paid Content + Paid Linking Test that is 100% Google Safe
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Google Approved Paid Links Wil Reynolds Associate @wilreynolds http://www.flickr.com/photos/68751915@N05/6551534889/
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Content Marketing is all the rage, and I'm a believer too. But lets be honest, SEO's need to promote content and also build links and social signals these days. So I gave my team $10,000 to "play with" and this presentation shares what we learned about paying to promote content across networks & across social sites like nRelate, Taboola, Zemanta, Twitter, LinkedIn.
Transcript of The $10,000 Paid Content + Paid Linking Test that is 100% Google Safe
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
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
pressed”
@wilreynolds
@wilreynolds
Zemanta
@wilreynolds
@wilreynolds
Zemanta
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: nRelate
@wilreynolds
Asset: Infographic
@wilreynolds
Asset: Infographic (looked like this)
@wilreynolds
“Not Im
pressed”
@wilreynolds
@wilreynolds
Previous Successes
@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
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Aggregate Traffic to Landing Page
** 6 weeks before test & 6 weeks after (June 28th –
September 30th)
34
Before During After
Traf
fic
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
Previous Successes
40 @wilreynolds
SPEND: $177 (Budget: $500) DAYS: 4 CPC: .49 CAPS: $100/Day
@wilreynolds
Outcome CAMPAIGN IMPRESSIONS CLICKS RETWEETS REPLIES FOLLOWS 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: nRelate
@wilreynolds
Asset: Infographic
@wilreynolds
Previous Successes
@wilreynolds
Previous Successes
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: nRelate
@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
Previous Successes
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
SocialC
rawlytics
@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
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Before During After
Traf
fic
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: outbrain
@wilreynolds
Education Infographic
@wilreynolds
Previous Successes
@wilreynolds
Previous Successes
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
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
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