The first of four speakers was Eduardo Llach, Founder and COO of SearchRev. Eduardo was so hurried because each speaker had 10 minutes to present, therefore it made it hard to follow all that he was saying. And he had some great tips to share! His key message was the idea of multivariate testing elements in campaigns. He has developed a science around testing multiple elements such as syndication, geo targeting, keyword match type, and day parting down to the keyword itself. He gave examples of each:

1. Syndication: testing the conversion rate of content syndication against the other elements. Does content match perform better in other geographic areas?

2. Geo targeting: testing geographic locations. He mentioned that country mapping is very accurate, state mapping is 50% accurate and city mapping is even less accurate, possibly down to 25%. So watch those city campaigns closely. He also suggested grouping metro areas together to improve mapping accuracy.

3. Keyword match type: using all match types in campaigns. Does phrase match outperform exact for a particular keyword?

4. Day parting: bidding up or down during a particular time period. So if on Monday his click rate goes up 40%, he bids up 40%. He runs his campaigns in shifts such as Monday am till 4pm and 4pm till midnight. He said with day parting you can learn on Google and apply to other networks. (more…)