Playing both sides of the biddable field
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The document discusses a strategy for increasing campaign funding by targeting users unlikely to convert through ads, thereby generating revenue to find more converting visitors. The proposed method is supported by statistics indicating potential monthly earnings based on website traffic and ad views. It encourages e-commerce sites to embrace on-site monetization as a common trend among leading platforms.
Playing both sides of the biddable field
- 1. How Playing Both Sides of the Biddable Field Could Fund Your Next Campaign
- 2. MAT BENNETT @matbennett plus.google.com/+MatBennett mb@oko.uk
- 3. IMPOSTER!
- 4. EVER HAD A GREAT CAMPAIGN IDEA?
- 6. 0 0 0
- 7. WIN NEW CLIENTS, RUN MORE INTERESTING CAMPAIGNS & ENJOY FREE ADVERTISING USING THIS ONE WEIRD TRICK
- 14. MAKING YOU MONEY
- 16. THE BIG IDEA
- 17. WHAT IF WE COULD GET THE 98% THAT AREN’T CONVERTING…
- 18. TO PAY TO FIND MORE LIKE THE 2% THAT ARE?
- 19. SHOW THEM ADS!
- 20. 1. SHOW ADS TO USERS UNLIKELY TO CONVERT
- 21. £ £ 2. EARN MONEY
- 22. £ £ 3. USE MONEY + PPC SKILLS TO FIND MORE VISITORS LIKELY TO CONVERT
- 23. HOW CAN THIS ADD UP? 500,000 Visits / month X 3 pages / visit = 1.5 million page views X £3.oo RPM (conservative) = £4,500 per month
- 24. HOW CAN THIS ADD UP? 5,000,000 Visits / month X 3 pages / visit = 15 million page views X £3.oo RPM (conservative) = £45,000 per month
- 25. HOW CAN THIS ADD UP? 50,000 Visits / month X 3 pages / visit = 150,000 page views X £3.oo RPM (conservative) = £450 per month
- 26. “WON’T COMPETITORS TARGET US?”
- 27. •BLOCK COMPETITORS •BLOCK CATEGORIES •REVIEW ADS
- 28. “WON’T OUR CONVERSION RATE SUFFER?”
- 31. WHAT IF I TOLD YOU
- 32. AMAZON’S 9.6% CONVERSION RATE IS THANKS TO ADVERTS NOT IN SPITE OF THEM
- 33. “If we think about Amazon in two worlds. One world is an Amazon with ads and lower prices. Another world is an Amazon with no ads and higher prices. Which one would we choose? Lisa Utzschneider Global VP,Advertising Sales. Amazon.com
- 35. STILL WORRIED?
- 36. KEEP OFF THE CONVERSION PATH
- 37. KEEP OFF THE CONVERSION PATH •VISITORS IN COUNTRIES YOU DON’T SERVICE
- 38. KEEP OFF THE CONVERSION PATH •PAST CUSTOMERS UNLIKELY TO BUY AGAIN
- 39. KEEP OFF THE CONVERSION PATH •ADS ON NON-COMMERCIAL CONTENT
- 40. KEEP OFF THE CONVERSION PATH •NON CONVERTING BEHAVIOUR
- 41. “WON’T OUR CONVERSION RATE SUFFER?”
- 42. •CUSTOMERS DON’T CARE •ADS OFF CONVERSION PATH •TARGET NEW WINDOW
- 43. “WON’T THIS BE EXPENSIVE TO RUN?”
- 44. •THIS IS CHEAP •YOU HAVE THE SKILLS •OR PARTNER WITH GASCP
- 46. (I HEAR THAT THESE OKO GUYS ROCK!)
- 57. •ADS ARE FOR CONTENT SITES •ADS ARE “LOW RENT” •ADS LOSE CUSTOMERS •NEVER NEVERNEVERUSE ADS ON E-COMMERCE SITES OLD SCHOOL THINKING
- 58. 57% of ecommerce sites use a source of revenue diversification That’s 63% for the leading ecommerce sites… ADS ARE THE NEW NORM EVEN FOR E-COMMERCE Source: CCM Benchmark / Webloyalty© Benchmark Group –May 2013
- 59. 8 OF THE TOP 10 E-COMMERCE SITES USE ON-SITE MONETISATION
- 60. Source: Conlumino, Company Websites, OC&C Analysis 2 OF THE TOP 10 E-COMMERCE SITES USE ON-SITE MONETISATION
- 62. YOU’RE HIRED! * * NOT OFFICIALLY ENDORSED BY LORD SUGAR
- 63. 1. IDENTIFY HIGH-VALUE POSITIONS
- 64. 1. IDENTIFY HIGH-VALUE POSITIONS
- 65. 2. IDENTIFY SEGMENTS TO TARGET
- 66. 2. (OR SEGMENTS TO BLOCK)
- 67. 3. GET AN AD SERVER
- 68. 4. FILL ALL INVENTORY
- 69. 5. SET UP HOUSE ADS
- 70. 6. DIRECT SELL
- 71. 7. TRAFFIC ADS
- 72. 8. REVIEW AND ITERATE
- 73. MAT BENNETT @matbennett plus.google.com/+MatBennett mb@oko.uk
- 74. DOWNLOAD THE DECK @matbennett OKO.UK/BID2014 & WIN A CHROMEBOOK (Terms & conditions apply)