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Traffic Black Book Module 3

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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64 views25 pages

Traffic Black Book Module 3

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.

Uploaded by

corralmoney
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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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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