The DEC Education: Online Marketing and Campaign Optimization

Online Marketing & Campaign Optimization

There are 1000 ways to market your business

- How do you know which are best?

- How do you spend marketing dollars wisely?

- How do you know with certainty what is working and what is not?

- Where do you start?

A little background…

www.vendevor.com | david@vendevor.com | +1 650.922.0193

Consumer Goods

- $600,000 monthly ad spend

- $3,600,000 monthly revenues

- 27% profit margin

- Ramped in 60 days

There are 1000 ways to market your business

- How do you know which are best?

- How do you spend marketing dollars wisely?

- How do you know with certainty what is working and what is not?

- Where do you start?

What are some ways you can acquire customers?

What’s the goal?

- eCommerce straight sale conversions

- Trial Offers

- Subscriptions

- Lead Generation

What’s action do you want people to take?

Replicate

And then…

Innovate

– http://www.alexa.com/

– https://www.quantcast.com/

– https://www.compete.com/

– http://www.whatrunswhere.com/

– http://www.spyfu.com/

– http://www.keywordspy.com/

– https://ahrefs.com/

Competitive Research

1) Build a Customer Profile

2) Select traffic sources

Homepage

Step 1

Step 2

Thank You

What are the steps?

Homepage

Step 1

Step 2

Thank You

What are the steps?

CR: 80%

CR: 60%

CR: 30%

http://youtu.be/r2CbbBLVaPk

The user is drunk…

CPACost per Acquisition

EPC = CR x CPAEarnings Per Click

Conversion Rate

Cost per Acquisition

Split Testing

Version 1

Version 2

Version 3

Version 4

Version 5

Version 6

LP1 LP2 LP3

Step 1

Step 2

Thank You

CR: 68%

CR: 17%

CR: 36%

What to test?- Above the fold content- Layout- Background colors- Headlines- Benefits- Call to action text- Call to action button colors and positions- What information you ask for and when- Major images – people

Heat map Example: http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1

- Reciprocity- Commitment and Consistency- Social Proof- Authority- Liking- Scarcity

What to include in your designs…

Okay, how do you know if whatyou are testing works?

Landing Page / UX Optimization:– http://www.crazyegg.com– http://www.tynt.com/– http://www.clicktale.com/– http://www.google.com/analytics/– http://www.olark.com/– https://www.intercom.io/– https://www.optimizely.com/

Put a testing plan in place:

- What are you going to split test first?- On your website- In your advertising

- How are you going to measure success?

- How are you going to measure performance?

- When is the next test?

Affiliate Ecosystem

AffiliatesSuper

Affiliates

Affiliate NetworksCPA Networks

Business / Advertiser

Large Affiliate Networks:

- LinkShare

- Commission Junction (aka CJ)

- ShareASale

- Pepperjam

- Zillabyte (for b2b SAAS)

CPA Networks:

- Clickbooth

- MundoMedia

- EpicDirect

- Adknowledge

The DEC Education: Online Marketing and Campaign Optimization

Business

Transcript of The DEC Education: Online Marketing and Campaign Optimization

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