sizing up the ppc competition

INCREASING MARKET SHARE WITH IMPRESSIONS UNTIL

CONVERSION

@JeffAllenUTJeff.Allen@hanapinmarketing.com

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?

CTR CAN = BAD TRAFFICCVR CAN = NOT ENOUGH TRAFFICQUALITY SCORE IS A STUPD METRICCPA CAN = TOO RESTRICTIVE

WHY DOES NOT MEASURING

IUC = SUCKING AT PPC??

100,000 PEOPLE SEARCH FOR GEN 1 Megatron

CTR FOCUSED COMPETITOR A CTR OF 3% & CVR OF 2%= 60 SALES

CVR FOCUSED COMPETITOR B CVR OF 3% & CTR OF 2%= 60 SALES

IUC FOCUSED YOU CVR OF 2.5% & CTR OF 2.5%= 62.5 SALES

SO WHAT IS THE

MAGIC FORMULA?

IMPRESSIONS / CONVERSIONS = IUC

COMPETITOR A - CTR100,000 IMPRESIONS / 60 CONVERSIONS = 1,666

COMPETITOR B – CVR 100,000 IMPRESIONS / 60 CONVERSIONS = 1,666

YOU - IUC100,000 IMPRESIONS / 62.5 CONVERSIONS = 1,600

WAYS IUC CAN GO BAD…

FAST

THINGS TO CONSIDER… REVENUE PER IMPRESSIONQUALITY SCORE ISN’T ALL THAT BAD, IS IT?LIMITED BUDGET MAY WANT CVR AS THE PRIMARY METRIC.

BONUS TIP

IUC, FO’ EVA’!Jeff AllenHanapin Marketing@JeffAllenUT