Another Approach to Decreasing CPA

I recently wrapped-up a wildly successful campaign. This campaign represented a new approach for our client.... 1) They typically do not advertise during Q4, 2) The campaign focused on a completely new target demographic and 3) We advertised in new markets. Throughout the campaign (primarily display), we worked hard to get our Cost Per Acquisition (CPA) as low as possible. We optimized both the media and creative (ad units and landing page) throughout the campaign; resulting in one of the most successful campaigns the client has ever run.

Despite the success of the campaign, I know the CPA could have been driven much lower had we been able to take a more holistic approach to the user experience. Focusing our attention on the media and creative was the right thing to do, but we have yet to be able to optimize the process a user goes through to purchase our clients product.

This gets at one of my struggles with how many marketers (and agencies) are sometimes forced to approach CPA. They are typically able to optimize the media and/or creative only; and stop short at looking at the other factors that can negatively affect CPA (and customer satisfaction). My point of view is that optimizing the site experience IS JUST AS important as optimizing the media and creative.

In some cases, the excuse is that the limitations of the e-commerce platform keeps marketers from making substantial changes to the user experience. Well, yes and no. I've worked with enough e-commerce platforms and optimized enough experiences to know that even the smallest changes can have significant impact on CPA. Re-inventing the wheel doesn't have to be the only solution.

By optimizing the e-commerce sales experience (thereby decreasing customer drop-off), not only will a brand see happier customers and increased sales, but a decrease in CPA..... all without touching their media plan! I've seen this work for large and small brands alike. It works.

This is just one of many approaches to decreasing CPA.... Come one people, let's here some more!

- Chris

Layoff, layoffs, layoffs

The recent layoffs are really starting to get to me....I would estimate that 3-4 friends per week have been laid off over the last few weeks. When will this madness end?

Having been laid off myself in 2001 as part of the DOT-BOMB, which wasn't anything like our current recession, it certainly feels like the layoffs will get worse before they get better. More talented people will walk into work, be given the proverbial pink slip and be asked to go home. And yes, more great companies will cease to exist. I wish them all the best of luck.

One question remains to be answered.... how can we turn this fat lemon into a nice glass of lemonade?

Any thoughts?

87 Days and Counting....

I just checked my calendar and the Way Too Cool is 87 days from now. I have a pretty large base built up, so finishing this race isn't a concern. I'll throw in a few long trail runs over the next 87 days and will be just fine. I did the same thing last year and finished with a big smile on my face.

BUT, I've been thinking about how I can use this race as motivation to do something I normally don't do. So, I've decided to challenge myself to lose 5 pounds in 87 days. Ok, there is also a side benefit to this.... Dropping a few lbs will help with my back issues and give me a better shot at keeping up with Pia on the climbs. Note: I did not say "beat Pia on the climbs!"

I realize that I am far from fat or overweight. I also have no idea what I weigh (check back tomorrow for that).... but, I haven't actually tried to drop a few lbs since I started endurance training. Is 5 pounds a lot to lose, or is it not enough of a goal? Honestly, I have no idea.

So, tomorrow morning I will jump on the scale and see what it tells me. My plan is to continue drinking and enjoying my favorite foods (why the hell would I stop eating yummy food!), but I do plan on eating things more in moderation. Yeah, good luck with the holidays upon us.

Check back tomorrow....

Way Too Cool 50k

On March 14th, I will compete in my second 50k trail ultra marathon. Pia and I ran this race last year and absolutely fell in love with it.

The Way Too Cool is located in Cool, CA; about 10 miles South of Auburn. The course is absolutely beautiful and very challenging. The race begins with a 1-2 mile stretch of paved road before it heads towards the trails and never leaves. The course is a good mix of rolling hills, fire roads, single track and quad-burning section that forces you to literally crawl over boulders and use your upper body to pull yourself up the hill.

What makes this race so different is the atmosphere of the racers. Unlike road races, the fields are very small (max of 450 athletes) and the vibe is very chill. Athletes help one another, make new friends, reacquaint with old ones and have a great time enjoying the trails.

Now that we successfully registered (it fills up in less than 3 minutes), the training will officially begin. Pia and I will be spending plenty of time on Mt. Tam exploring new trails and can't wait for our post-race brunches in Tiburon.

Who else is in?

Fear Of The Unknown

It often amazes me how a select group of digital practitioners that I have worked with (Producers, Developers, Account Execs, etc.) take advantage of those who do not understand the digital channel. They portray the digital channel to be this complex, scary and resource intensive thing that should be "left to the experts." It absolutely blows my mind. The fact is, these people typically know just enough to stay ahead of their non-digital colleagues, are very territorial (to keep people from figuring out how incapable they really are) and keep great ideas from ever becoming reality.

Here is some advice......
1. It's OK to not know how to execute every idea. And, it's ok to admit it. The digital channel is always evolving. Reach out, talk to your peers, bring in the experts.
2. Spend an hour a day reading and keeping yourself educated.
3. Surround yourself with the best people possible.
4. Be open minded to trying new things.
5. Be accessible to your team. The more communication, the better.

Thoughts?

The 2009 Coast Ride is Coming

For the past 11 years, a group of cyclists have ridden their bikes from San Francisco to Santa Barbara (3 Days, 375 miles). Pia and I have done this ride the past three years and are anxiously awaiting our fourth year. It has become a yearly tradition that I hope never ends.

The Coast Ride is much more than a chance to get in some good early season training; it is an opportunity to share amazing experiences with friends, eat as much food as my heart desires, experience the California coastline from close-up (not in a car going 65 miles/hour) and spend three amazing days with my wife doing what we love to do.

Now, don't get me wrong. Despite its beauty, the ride can be tough! After riding 130 miles on Day 1, Day 2 through Big Sur can be difficult. With sore and tired legs, The first 75 miles is nothing but hill, hill, hill and more hills.

The next Coast Ride begins on January 17, 2009..... care to join us?

Something Good Out of Something Bad

After two months of waiting, around 1,500 employees of Yahoo! were laid off yesterday. Getting laid off stinks. I've been there, I know how it feels. But, for some, the layoffs were also a chance for a new opportunity.

Tokbox, a company who works on the same floor as my company, came up with a brilliant idea. They parked a taco truck covered in TokBox banners across the street from Yahoo!'s headquarters and used the opportunity to recruit layed off Yahoo! employees to join their company. Not only was this a brilliant recruiting tool, but ToxBox was also able to use their stunt to get time on every local news station and most blogging sites (i.e., Vallywag, etc.) covering the layoffs.

My hat is off to Toxbox. A brilliant idea at the perfect time.

The Golden Gate Bridge

It's now been ten years since I first moved to San Francisco. It constantly amazes me just how great this city is. Whether I am crossing the bridge while on an early morning bike ride or exploring a new restaurant, I consider myself pretty damn lucky to call this place home.

I listen to many friends who live in suburbia talk about the expense of living in San Francisco and the hassle of parking as excuses for not living here. Yes, it can be expensive. Yes, parking can be difficult when you are a tourist coming into the city for a day trip to visit the local tourist traps.

But, I don't think they really understand. They are unwilling, or are too afraid to get out of their comfort zone, to understand everything the city has to offer. When will it ever be the "perfect" time to move? Never! You live this life once, so you better get moving.

What makes San Francisco so great? I can walk to work, walk outside my door and find six amazing restaurants within a three block radius, meet new and different people, go for a run along some of the most beautiful buildings and ocean in the world.... and, not have to get in my car every time I need anything that is not contained within my living space. It's not suburbia, and that is exactly my point.

Enjoy the mobile pic from my last bike ride. One of the "prices" I pay to live in the city. Someday, I will actually stop just long enough to take a better photo.

What are you waiting for?

My "back" is back.

After six weeks off with more disc issues, one cortisone shot and some physical therapy, I am finally back to running. On Saturday, I volunteered at the NorthFace Endurance Challenge that was being held at Rodeo Beach. How did I get there? I ran, of course.

The pic was taken at about 7:00AM from the Coastal Trail that snakes its way from the entrance to the Golden Gate Bridge over to Fort Cronkite. Gotta love SF!

Ever-Changing SEO

With the economy heading south, the importance on acquiring new customers is much greater. For many brands, there are a number of low hanging fruit opportunities; enhancing SEO being one of them. Sadly, SEO has always been the bastard step-child that few understand the power of, or are honest enough to say that they just don't understand what it is. "Why focus on SEO when there is SEM?" Ugh.... Yes, I have heard this question asked before. Let me remind you, SEO is FREE!

The truth is, methods we used only 12 months ago to increase natural rankings have changed. As Google's algorithm change, so must our strategy to enhance natural search rankings. Yes, content is still important, but the trends I am seeing are in the following three areas:

1. Site Performance: That's right, if your server is a dog, chances are that your natural search results will tend to be a dog as well. This is especially true for sites with highly competitive search terms.

2. Bounce Rate: Years ago, this wasn't as important. Now, Google is heavily penalizing sites (if not dropping them all together) if they have a bounce rate of 80% or higher. So, if a website is bouncing 80% of its users back to the search results page, they've got major problems. 50-60% is considered acceptable.... how is your site performing?

3. Links: We have known about the importance of links for a long time. BUT, there is now a much greater focus on the diversity of where the links are coming from.

It only makes sense that things are changing with how Google looks at links. The introduction of social networking sites, blogs, RSS feeds (to name a few) have forced Google to change the way they rank. Different types of content from different types of places call for new algorithms.

So, what does all of this mean? It means that we need to change how we approach SEO. Focus on acquiring relationships with bloggers to build links (i.e., send them product), look into how your webserver performs (sorry, it's not only an IT issue these days) and put some thought into the keywords your customers will use and use this to optimize your website design.

- Chris