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Cynthia Rubin Demand Generation Testing Plan Strategy/Examples/Results Interview with indeed.com Copyright 2012 Cynthia Rubin.

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Presentation on theme: "Cynthia Rubin Demand Generation Testing Plan Strategy/Examples/Results Interview with indeed.com Copyright 2012 Cynthia Rubin."— Presentation transcript:

1 Cynthia Rubin Demand Generation Testing Plan Strategy/Examples/Results Interview with indeed.com Copyright 2012 Cynthia Rubin

2 Campaign Status Successful display advertising campaign with 24/7 Media from June – August 2011 – Budget: $10K per month, total $30K for BBN and Retargeting; approx 1.5M impressions – 277 leads generated (CT and view-based) – $108 CPL – $12 below target CPL of $120/lead Copyright 2012 Cynthia Rubin

3 Next Steps Email marketing campaigns using the BBN network; August - October 2011 – Target audience: small business US only Any industry Between 5-50 employees Use “benefits” copy in line with successful banner ads and landing pages 10,000 emails once per month Budget $2,500 Copyright 2012 Cynthia Rubin

4 Results – 3 Month Average High open rate – 16.7% – Vendor indicated an avg of 8-10% Low CTR – 1.2% Low # conversions – 6 leads Very high CPL – $416 Copyright 2012 Cynthia Rubin

5 Assumptions Low CTR and conversions could indicate improvements could be made to: – Call to action – Imagery – Email copy – Promotion testing – Landing page Copyright 2012 Cynthia Rubin

6 Next Steps Objective: increase total # of leads to reach target CPL: $120 Create A/B Testing Plan – 90/10 split 7 days between test blast and final blast – 10,000 recipients per blast – 6 months; November 2011 – April 2012 – Budget: $15K Copyright 2012 Cynthia Rubin

7 November Call to action – Text vs. button DateCreativeEmails SentOpen RateCTR# of leads 11/8/2011Text CTA49816.20%0.08%0 11/8/2011Button CTA49416.09%1.01%0 11/15/2011Button CTA8,91216.31%1.40%6 Copyright 2012 Cynthia Rubin

8 December Imagery – Person vs. machine DateCreativeEmails SentOpen RateCTR# of leads 12/6/2011Person49815.90%0.09%1 12/6/2011Machine49916.01%0.08%0 12/13/2011Person8,94416.12%1.10%6 Copyright 2012 Cynthia Rubin

9 January Copy: – Benefits vs. promotion Past 2 months of tests were very close with minimal differences; decided to do a full copy change from benefits to promotion leading to message appropriate landing pages. DateCreativeEmails SentOpen RateCTR# of leads 1/18/2012Benefits49816.12%1.10%0 1/18/2012Promotion49213.29%2.10%2 1/25/2012Promotion8,94113.99%2.20%13 Copyright 2012 Cynthia Rubin

10 February Headline – General vs promotion DateCreativeEmails SentOpen RateCTR# of leads 2/9/2012General49212.99%2.19%1 2/9/2012Promotion49913.12%2.90%2 2/16/2012Promotion8,92113.99%2.98%15 Copyright 2012 Cynthia Rubin

11 March Offer – Free vs save DateCreativeEmails SentOpen RateCTR# of leads 3/14/2012Free49513.20%2.99%3 3/14/2012Save49913.21%2.20%1 3/21/2012Free8,95413.99%2.98%14 Copyright 2012 Cynthia Rubin

12 April Landing page – Grab CTA vs. no CTA DateCreativeEmails SentOpen RateCTR# of leads 4/11/2012No CTA49813.02%2.78%2 4/11/2012Grab CTA49112.99%2.89%4 4/18/2012Grab CTA8,92812.98%2.92%15 Copyright 2012 Cynthia Rubin

13 Conclusions Minimal increase by using a button call-to-action vs. text. Promotion emails were much more successful than the benefit driven emails for total number of leads. “Free” messaging vs. the “Save” messaging generated more leads. Landing page call-to-action generated double the leads of the page without the call-to-action. The campaign generated a total of 85 leads; $175 CPL average for the entire campaign. Biggest success was in the final three campaigns, averaging at 19 leads / $131 CPL; decrease of 218% CPL since the first email campaign. Copyright 2012 Cynthia Rubin

14 Ideas for ads.indeed.com Copyright 2012 Cynthia Rubin

15 Testing Suggestions Benefits: – Design variations: boxes, font color, move copy below buttons. – Copy variations: #1 global job site, Simple and cost-effective, Free social media ads; Copyright 2012 Cynthia Rubin

16 Testing Suggestions Buttons: – Design variations: larger size, different color, add a third button for the ‘Advertise’ option, remove text underneath box and make as part of the CTA – Copy variations: Add more ‘urgent’ call to action copy: Post a job now; Find the right candidate today; Advertise jobs directly on your website Copyright 2012 Cynthia Rubin

17 Testing Suggestions Business segments: – Make segments clickable to content pages that address them directly. – Move segments to the top of this page. – Change text color so it doesn’t get lost on the page (within brand standards). Copyright 2012 Cynthia Rubin

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