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  • Traffic Black Book Module 3

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    This document outlines lessons from a strategic planning module. It discusses different traffic sources like Google, Facebook, and direct buys. It provides spending ranges for each source and notes what types of targeting and offers work best. It also discusses tools for competitive intelligence and demographic research like Alexa, Quantcast, and Google Ad Planner. The document provides a case study walking through analyzing the site SeniorPeopleMeet.com and suggests strategies for gathering competitive intelligence through tools like Alexa, Compete, Ghostery, and Adbeat.

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    This document outlines lessons from a strategic planning module. It discusses different traffic sources like Google, Facebook, and direct buys. It provides spending ranges for each source and notes what types of targeting and offers work best. It also discusses tools for competitive intelligence and demographic research like Alexa, Quantcast, and Google Ad Planner. The document provides a case study walking through analyzing the site SeniorPeopleMeet.com and suggests strategies for gathering competitive intelligence through tools like Alexa, Compete, Ghostery, and Adbeat.

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    2 views25 pages

    Traffic Black Book Module 3

    Uploaded by

    corralmoney
    This document outlines lessons from a strategic planning module. It discusses different traffic sources like Google, Facebook, and direct buys. It provides spending ranges for each source and notes what types of targeting and offers work best. It also discusses tools for competitive intelligence and demographic research like Alexa, Quantcast, and Google Ad Planner. The document provides a case study walking through analyzing the site SeniorPeopleMeet.com and suggests strategies for gathering competitive intelligence through tools like Alexa, Compete, Ghostery, and Adbeat.

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    © All Rights Reserved
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    of 25

    Module 3

    Strategic Planning

    Thursday, May 2, 13
    Why are you listening to me?

    • Mike Colella
    • Founder,
    • Advertising Competitive
    Intelligence

    Thursday, May 2, 13
    Lesson 1

    Thursday, May 2, 13
    Traffic Sources
    • Tier 1: Google, Facebook, AOL,Yahoo
    • Tier 2: MSN (Bing Ads), AOL sponsored
    listings (Adsonar), Pulse 360, Adblade, etc.
    • Real Time Bidding (RTB) Platforms
    • Niche Self Serve (POF)
    • Direct Buys (High Traffic, Low Traffic)

    Thursday, May 2, 13
    Google Display Network
    • $5/day - $50,000/day

    • Tight keyword targeting for


    ROI

    • Broad keyword targeting for


    volume

    • EVERYTHING works here

    Thursday, May 2, 13
    Facebook Ads
    • $5/day - $50,000/day

    • Tight interest targeting for


    ROI

    • Broad demographic
    targeting for volume

    • Most offers will work

    Thursday, May 2, 13
    MSN Adcenter (Bing Content Network)
    • $5/day - $5,000/day

    • Keyword targeting

    • Low CPC converting


    traffic

    Thursday, May 2, 13
    AOL Sponsored Listings + Pulse360
    • $5/day - $10,000/day
    • Site targeting, text-image
    format
    • High CPC converting traffic .
    50-$1 CPC
    • Many high traffic sites
    • Offer usually needs mass
    market appeal
    • Some niche sites can work
    for a more niche offer

    Thursday, May 2, 13
    Niche Self Serve - POF
    • $5/day - $x,000/day
    • Text-image or IAB
    format
    • Mostly Dating
    • Detailed Targeting:
    ethnicity, intent, children,
    education, etc.

    Thursday, May 2, 13
    Direct Buys – High Traffic Sites
    • Weather.com
    • $100/day - $100,000/day
    • “Network-like” Targeting
    • Some offers will work with
    proper media planning

    Thursday, May 2, 13
    Direct Buys – Low Traffic Sites
    • MacTricksAndTips.com
    • $100/month - $3000/month
    • Harder to test
    • No targeting
    • Most offers will work with
    proper media planning

    Thursday, May 2, 13
    Lesson 2

    Thursday, May 2, 13
    Quantcast

    • Demographics
    • Traffic estimates
    • Affinity Sites
    • Media Planning
    • www.quantcast.com

    Thursday, May 2, 13
    Alexa

    • Demographics
    • Traffic rank
    • Clickstream
    • www.alexa.com/siteinfo/

    Thursday, May 2, 13
    Google Ad Planner

    • Demographics
    • Traffic estimates
    • Affinity Sites
    • Media Planning
    • Only Google Display Network
    Sites
    • www.google.com/adplanner

    Thursday, May 2, 13
    Qualaroo (Direct Collection)
    • Qualaroo - On site
    survey tool
    • Survey exiting visitors
    • Get more than
    demographics

    Thursday, May 2, 13
    Survey Monkey (Direct Collection)
    • Send your email list to a
    survey with demographic
    questions

    Thursday, May 2, 13
    Email Opt In – Before/After

    Thursday, May 2, 13
    Lesson 3

    Thursday, May 2, 13
    Demographic Research Walk Through

    SeniorPeopleMeet.com

    Thursday, May 2, 13
    Video walkthrough

    Thursday, May 2, 13
    Lesson 4

    Thursday, May 2, 13
    Strategy for Competitive Intelligence
    • Alexa – traffic, clickstream, Global vs. US rank
    • Compete – traffic
    • Technology - Ghostery
    • Email – Gmail labels
    • Advertising - Adbeat

    Thursday, May 2, 13
    Thursday, May 2, 13
    Lesson 5

    Thursday, May 2, 13

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