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The final metric: CPS?



Before we looked at the CPM. Google taught us to focus on the CPC. Advantaged students discovered the CPA. Everything will change with the ... CPS?

You are mistaken if you think you have to start your banner with a good headline. Or place a good deal at the beginning of the landing page. Or care line "From: / Subject:" in an emailing.

What you have to do is start with a video like the above. A few seconds your client a smile. Is inevitable. 100% of the audience it is (I checked).

Therefore, Your CPS will be maximized and save you the hassle of working with usability, persuasion, argumentation, the call to action ...

Do not you know what that is CPS?

Ta-ta-chan-chan, we present the "Cost Per Smile." According to the director of a large interactive agency in a paper a few months ago, is the final metric.

No more look at what cost us the impressions, clicks or I do not know. What you have to do is cause the maximum number of smiles at the lowest possible CPS. CPS is the next revolution.

Well, enough of smiles, let's get serious.

Internet and its pitfalls

First they told us from our computer could open a store would work day and night and we could sell a gazillion million consumers in the twelve continents.

What we do not say is that, like us, some four million savvy would create exactly the same store with the same products and prices to us.

The next trap is tended us that everything was measured. Excuses no longer worth as that of "No one has entered the store but have seen the showcase million Internet users, have done 'branding' (does anyone know what is that of 'branding'?)".

Yes, measure results is vital. But what did not tell us is that we have zillions of these variables, with interactions between each zillion zillion zillion reports pages each waiting to be read.

metrics need to make decisions, or return to the terrible scenario described above based on gut feelings, hobbies or wet fingers into the air.

So, what is the right metrics that will tell us whether the Internet has been worth it?

Let's review the most important and its evolution:

1. CPM, an old acquaintance

CPM = Cost per thousand impressions. I guess the origin are the "impressions" of advertisements in newspapers and magazines. If so, this metric is older than you and I together.

is the focus of selling advertising, I'll sell my databases for emailing and therefore charging you a thousand records. Or let you put a banner on my home and a thousand times that the "print" I get paid much.

Thousands of impressions then if advertising has not worked is not the problem of selling the databases or the web site owner. It's your problem.

For the advertiser only thing certain is the amount of money that is going to leave. In a way it is unfair because the risk is 100% of the advertiser.

The ball was picked up by those who invented, more than a decade, the next big metric:

2. CPC and the boom of the Pay-Per-Click

CPC = Cost per click. The announcement is printed as before, but if no one click, no expense. The prints are free.

Goto.com in 1998, then Overture pioneered this model of payment and revolutionized the market. Today, with Google AdWords forward, investment in systems, pay-per-click amounts dizzying moves, immune to the crisis. And rising.

With the CPC the advertiser dramatically reduces your risk, and not have to put a wad of cash on the table before launching the campaign. If it goes wrong, the cost is minimal. If goes well, is a variable expense.

prints and cost are no longer the reference and look at how much attention each visit costs me my web.

The obsession is no longer how many trillions of hits or I can generate impacts to focus on how many I can handle hordes of visitors to my website.

no longer involves placing a store on a busy street but also to do something to fit.

But as you know the good shopkeeper, that does not ensure sales. Third element is missing: good products, good deals and good sellers.

words, but buyers do not want onlookers. What gives rise to the following prompt:

3. CPA, is this time yes, final metrics?

CPA = Cost per acquisition. Advertiser's approach is smart. I give the same impression. Clicks not so, but well.

What really interests me is that visitors become something. Because I want subscribers, donations, interest (leads, CPL), customers (sales, CPS) or whatever. Do something.

is, my website has a purpose, a conversion lens, which can be as simple as downloading a PDF or as complicated as a sale. And I'm going to look at is how much it costs each of these "acquisitions."

For example, if each budget request cost me € 1 (= CPA) and each bag € 100 100 applications for orders going Justito. If the CPA up to 1.1 I have logged in losses, and I do not it's any consolation to the CPM or CPC is a bargain.

The CPA is much less used the CPC. It costs more to obtain.

In fact, in systems like Google AdWords is a metric that exists but does not appear by default. You have to do a little process that includes touching the HTML of the web.

Nothing. Not much, but you have to do it. Many companies, despite good numbers in left clicks not even know they exist CPA. CPA And only half of the movie to make correct decisions.

Be more or less easy to obtain, the CPA allows me to assess the quality of the clicks made by different means. If the CPA of Facebook is high and the low emailings I know where I have to put the next override. The CPA rationalize spending on Internet, or rather, the Internet investment.

even spending limit no longer makes sense: while the CPA does not exceed a certain level, the budget will grow until there are no more market. Let me explain.

If you have a business that brings potential customers at a unit cost that will be profitable, how many potential customers you're going to ask you to bring? How far up the budget of the month in commission? Or all you can bring?

Hence, lead generation techniques (recruitment of potential customers) and improving conversion web (conversion = acquisition) are taking more and more visibility and will, in my opinion, the next revolution in Internet.

Now, the CEP is really the ultimate metric?

Of all the views above and we have not seen (open rate, CTR, followers, fans, etc..) Is undoubtedly the most important.

But it is not final. For example, I can have an ad on AdWords CPA with a very inexpensive, but generates so few conversions I not worth it. Maybe I have another ad with a CPA more expensive but it generates so many clicks and conversions are worth the extra cost me. Lets back

over forest: we have a lot of budget requests on the Internet but then become ill in the commercial customers when contacting them. That is, the on-line process is fine, but in its continuity capsizes off-line. The Web works well false.

Ultimately, the final metric has to understand the whole process as a whole, not just part. Since printing the announcement until the contract is signed. All steps. Any partial view is that, in part.

Anyway, between CPM, CPC, CPA, I stay with my dear CPA.

Note: I forgot, the video the principle. If you have not seen it, I bet you can not help but crack a smile:

http://www.youtube.com/watch?v=_JmA2ClUvUY

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AdWords: 5 Gems

5 AdWords features beautiful, almost hidden from the public for tons of data , knows that good find and exploit mining

Do you know the 'leverage effect' of AdWords?

According to this effect, the improvement of x% in each phase AdWords improves on the end result is an x% but a multiplier x.

With numbers means better: if we improve by 10% each AdWords phase, ie

1. 10% more impressions

2. over 10% CTR

3. A 10% Conversion Rate

El resultado final no es un 10% más de conversiones sino…. un 33% más !!!

Gráficamente, es el punto señalado con una flecha:

La línea azul es la mejora en cada fase (la “x” de antes). La línea roja el resultado final.

As we see, this effect increases incremental strides, with 20% improvement in each stage is equivalent to a 73% increase in conversions, 30% 120% leads to a final and so on.

There is no trick. The explanation is that each increase occurs about something that already has increased, is cumulative. Then no longer linear but exponential.

"That is very good, with simulations on a piece of paper I also know to create great things," you may be thinking. How done to achieve these x% increases in each phase?

AdWords 5 gems you may not know

To enhance and expand campaigns AdWords have countless ways. Most have to do with marketing principles of life and common sense.

Others are features inside the Google AdWords, provided free and that we dead laugh sometimes waiting for someone to notice them.

No, I mean the Keyword Tool or the traffic estimator, well known by all and proved useful, but these 5:

1. Display Ad Builder

Ever made a banner campaign? Is not that cost money and time?

few in AdWords that include banners in their campaigns for the content network (for "display" as he likes to call AdWords.)

The reasons are easy to understand: a banner 728x90 classic easily can charge you € 200 if you also want them in various sizes, the kit can get you a minimum of 500 € and a half weeks of work. If you also want to test two creative ideas ...

Google is fully aware of the existence of the brake and thus created the small wonder of the display ad builder, which is nothing more than a quick banner generator, decent and best , free.

have dozens of templates to choose from, most with animation. You can even video banners, expandable and other fancy stuff.

In less than an hour, whichever has four notions of PhotoShop can do something like this (here not visible, but is dynamic, moving books and content they appear):

I know. They are brilliant at branding. But the advantages outweigh the disadvantages:

- lets you quickly test whether or not they are banners for you

- lets you try different approaches in the first test (ideas, offers ...) to ensure the shot. If you only try one thing at risk of failure is high.

- If then it is not working, nor is it a drama, you've only spent a few hours

Note: some designers and agencies Web see this as a threat. I see the opposite. Customers who previously did not dare to do banners, with this you can enter the world of display, discover how to make them profitable and eventually, order a bunch of well-designed banners.

2. The real search

If anyone tells you you think that these data are next to your keywords are true.

Therefore can not be further from reality.

One thing is your choice of keywords and over what people actually write in Google. Most cases are different. But Google, in their great wisdom, identified as similar and the home. Although not the same, he activates the announcement and the fact it puts a keyword that seems similar.

You have your views and your clicks. Google phone euros. Everybody's happy.

But at the time of analysis and decision making, you can be making mistakes.

Conversely, if you look at the keywords that actually have created impressions of your ads, you will discover things.

'll see keywords that you thought and you should include in your campaigns. You will see your ads appear at times when they should, so please stop it. See clues to better structure your ad groups and improve the quality of your keywords.

this tool to see the real search is like cleaning your car windshield: it seems incredible how good it looks now!

3. Experiments (ACE)

One of the more interesting tests we do is see what happens when we increase the stakes in AdWords. Costs always go up, but the results do not always go up.

Well, I lie. No one can say "test" to something that is not. What we do is raise the cost limits one day and see what happens after a few days.

This is not a test, as much a test as we are changing two variables: price and time.

That is, if after bets up better data, we can never know if it's due change or that spring had arrived. Therefore, we can not learn lessons and move forward. It is not a test.

All this seems to be just the ACE (AdWords Campaign Experiments). I say "appears" because they are still in beta.

These experiments also allow a 50% of traffic (split) to the control campaign (the original) and 50% of visits to the experiment (which have changed).

They both equally affected by external factors. Now we meet the rule of 'ceteris paribus' and we say it is a full-scale test. The results will be scientific and reliable conclusions.

SEO is free. SEM no. You better know to the millimeter the relationship between costs and outcomes.

4. Contextual targeting tool

One of the toughest decisions is deciding how many groups AdWords ad must have the campaign.

may be why many campaigns mounted without groups, all keywords beast with a single ad, with everything that means quality at rock bottom and ends with Google takes or you do not charge a fortune per click.

Ad groups are like mini-campaigns within the campaign. Each group is directed to a specific customer profile, with their own specific keywords and ads.

In a campaign e-commerce is relatively simple: each product or family deserves an ad group.

But when services do not sell things but the thing is more complex.

For example, ADSL offerings. How many different groups involved? There are those who seek to compare offers, those who want to hire ADSL, those who know the difference between the Internet and a browser, the faithful MoviStar, etc. Each profile should be treated separately.

Well, to help in this arduous task Google us with your suggestions contextual targeting tool. It's as simple as giving a few keywords and you ride by himself ad group including a selection of keywords per group. You can also refine and expand groups as obtained.

The tool is not the panacea, it is true. At the end of the day is a machine. But better to have this aid alone to face the challenge of the blank page, right?

5. Re-marketing

Imagine your universe of potential customers as a pyramid.

With

search campaigns attacking the peak of the pyramid: those who now will are looking for in Google. Few but high quality.

With content (display), one rung lower on the pyramid, there is less quality but covers a much wider market.

low remarketing With another step, with an even larger potential base that content.

If the first focuses on the keywords and content issues with the re-marketing we can assemble a third type of campaigns focusing on a new variable: the people (which Google calls "public")

But not just any people, that would make campaigns Life: Ads placed in any room with plenty of traffic just because it is abundant. The killing flies with cannon, go.

No. campaign is about making meaningful, relevant, as he likes to Google. It is campaigning for some specific types of people. For example:

- People who have been ready to buy but in the left picture

- People who have been about to sign up but something went wrong

- Customers who bought product A and may be interested the complementary B

- People who have downloaded a document that says something ...

These people have left your site and you may never hear from them again.

Would not it be interesting to reconnect with them?

Well this is what the re-marketing of Google: all those visits to your web site that interest you, the brand and then put them back to your advertising when surfing any other network site of Google (in case you did not know, the largest advertising network in the world).

That is, it does not matter if the content of the page you visit is not relevant to your product. What matters is the person. And people who you want to visit more websites that have nothing to do with you than vice versa.

Note: some may seem outrageous that we pursued over the Internet. But I do not see it. I prefer to post notices of something that may be linked to my tastes and interests than anything indiscriminately. The second thing really is annoying.

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If you liked this post perhaps you interested in these two free resources:

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Who sent you this email?


line of "From" emailing: more important than thought, how to manage the advice of 'Permission Marketing' and lists 'opt-in'

Denny Hatch, one of the greats of marketing, says,

"If the recipient Does Not Recognize your name or company in the "From" line, that's strike one. If the subject line isn't relevant, that's strike two and strike three. "

is based on baseball. If we adapt to the immediate environment of football:

"If the recipient of the e-mail does not recognize your name or company in line with the" From: "that's yellow card. If the line "Subject:" is irrelevant, that's second yellow card, red and expelled. "

words, the" Subject "is a second chance with a" From "unknown.

But I would even correct Denny Hatch: the line of "De" is even more important than the subject line.

Is that takes all the cards at once.

may not give a second chance. Why?

Every day we are bombarded with so many emails in the end we chose to read less and delete more. We go direct to see who has been sent and if not sound, you know. No matter what the subject. Ignored.

is as in telemarketing. Only recognize that it is a friendly voice let go: "... I do not care, no, I do not care what you offer me me ..."

Digging the Internet to see if this was just a hobby of mine, I found the data Epsilon study confirms it. It asked to Americans about what is the single most important when deciding whether opened or not an email:



Source: RESEARCH JUNE 2009, Inside the Inbox: Trends for the Multichannel Marketer, Epsilon's Global Consumer Email Study

Intriguing conclusions:

1. The "From" is more important than the "Subject" for years: more emails open as to who will send whichever is the case. And I propose tests all day thinking Affairs was the key!
2. The importance of "From" is gaining weight at the expense of the Subject. A decade ago the issuer dominated 60% of the openings and possibly this year reaches 70%. This increases the importance of something that some thought he was out of fashion: the Permission Marketing.

What is this of 'permission marketing'?

Like everything in marketing, the concept has always existed, but since that shaped Seth Godin has transformed the way we went to the customer.

is summarized in that only if we have the customer's permission we can address him or her, and we can move forward in the buying process. The opposite is the "interruption marketing. "

In the present case of emails, only if you previously have the customer's express consent we will send our messages.

For this we need to create and work mainly with their own lists. At the other extreme are the lists 'spam', to avoid yes or yes. Amid the murky ground rent lists. The fifth-

essence of permission marketing lists are opt-in databases formed by individuals who have explicitly consented to receive mailings from a company.

have put it better if twice, which is known as double opt-in. For example, it first was released on the web and then confirmed received the first shipment. Without this second confirmation registration is not active.

But creating opt-in does not end the matter. There are a number of precautions:

1) Send e-mail is not free

When we send emails to their own databases, but do not have to spend on rent lists, or postage, or envelopes, or in almost anything, if there is an implicit cost: those who fail to read us.

Let's look at numbers. If the database of 100,000 records and each one cost us € 1 (a bargain with the costs that are out there), this claim has cost 100,000 €

If every time we send an email, say that 5% of the database decides it is not going to pay more attention, that's € 5,000 directly to the trash. Although we do not see accounting, it happens every time you send emails.

From which we derive the following warning:

2) The permit is hard to get but easy to lose

Alan Rosenspan, direct marketing creative Bright sums it up best:

"I have invited into their homes. But not you come whenever you want, bring all your friends and pets, all your sales materials, and camping at your leisure in the dining room "It happens

like brands, are built bit by bit and crumble at the least scandal on YouTube.

In fact, the line of the "From" and your brand are the same thing. The two will represent. What's more, you can monitor your brand and go as efficiency ratios ranging from your emails.

3) Watch for signs to mark "

The same study of Epsilon, recipients of emails showing their disagreement:

- 77% giving low
- 73% by sending email to the folder
spam - 66% give the button "report spam", a seemingly innocent action but you can leave KO: just a ratio complaints than 0.5% to start to cause problems with your provider and sending emails in more severe cases, the service can anularte

Although well intended, the above cases occur rarely. The most common is the "low lazy", that is to move the email to a tray of secondary importance where we will sleep there forever, or simply ignore the shipments.

The metric that tells us this is the open rate or open rate. If you have an open rate of 20%, for many great news. But if this is an opt-in list, with the theoretical quality that entails, might have a problem: 100% of the recipients agreed to receive messages and for some reason, 80% of them have ceased to be interested.

short, what to do with your emails:

1. immediately Reminder: when someone subscribes to your opt-in list to remind you who you are and do everything possible for you to memorize
2. Relevance : the leading cause of opt-out (low opt-in list) with 67%, is to receive messages that had little or nothing to do with the expectation created
3. contacts Dose: according to the same study the second cause (64%) are receiving too messages. A test will tell you how often you should send a maximum
4. sale Toggle valuable content selfless: you're always allegedly with irresistible offers and opportunities, and do not be an outlet ...
5. Measure, measure, measure. Test, test, test.

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