Post on 05-Aug-2015
MAY 21, 2015
Using Paid Social And Native Ads To Amplify Reach
Pete Campbell
MD, Kaizen
@petecampbell
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WARNER’S SAFE CURE RAN THE FIRST NATIVE AD IN 1870
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So, native advertising is
years old
145
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“Assuming people would more likely read news stories – than adverts, businesses
began writing adverts in the form of news
copy. Newspaper editors agreed to print
them for money.”
Linda Lawson, 1988
THESE WERE CALLED ‘READING NOTICES’
Full Article: http://bit.ly/1HrFeiO
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BELL TELEPHONE PAYS $1200 FOR COVERAGE ON NYT
1886
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THE EDITORS ALWAYS HATED IT – EVENTUALLY, NYT BANNED NATIVE FOR OVER 50 YEARS
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NYT RUNS FIRST ONLINE NATIVE AD
2014
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New York Times Sold
In Native Ads Last Year
$18 Million
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http://triplelift.com/landscape/
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In-Feed Units (aka Paid Social)
Recommendation Widgets
Paid Search (aka PPC)
Promoted Listings (e.g. Amazon Product Ads)
In-Ad Units (Interactive Display Ads)
Custom Content (Infographics, Playlists)
THE 6 TYPES OF NATIVE ADS
* Italtic’s represent my view only IAB Playbook: http://bit.ly/1gzLtDh
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TRAVEL SITE
RECOMMENDATION WIDGETS
IN-FEED UNITS
INTEREST TARGETED
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Contextual Advertising
Create Social Buzz
Generate Leads
Amplify Link
Building
WHY USE NATIVE?
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MAY 21, 2015
Using Paid Social And Native Ads To Amplify Reach
Pete Campbell
MD, Kaizen
@petecampbell
searchmarketingexpo.com @PeteCampbell kaizensearch.co.uk #SMX #23A1
PETE CAMPBELL / KAIZEN • Founder / Managing Director
• Content Marketing & SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Proud owner of a Game Boy Colour
searchmarketingexpo.com @PeteCampbell kaizensearch.co.uk #SMX #23A1
Get in Touch: @petecampbell pete@kaizensearch.co.uk
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/SMX-LONDON
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SPOTIFY + OBAMA SPONSORED PLAYLIST
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PRICE RISE + FACEBOOK ADS = BACKLASH
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RECOMMENDATION WIDGETS
IN-FEED UNITS (PAID SOCIAL)
PAGE POST ADS PROMOTED TWEET
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Average CPC £0.60 / $0.90 £0.10 / $0.15
Average CTR 0.07% 0.10%
Bounce Rate 85% 79%
Minimum Spend £6.50 / $10 £665 / $1000
Self-Selve Option Yes Yes
B2C Suitability Good Good
B2B Suitability Good OK
Top 5 Publishers CNN, Yahoo!, The Guardian,
The Telegraph, Fast Company Daily Mail, ViralNova, AOL, HuffPost, Hearst Magazines
* Based on January to April 2015 Kaizen Data
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TRY USING WIDGETS FOR LEAD GENERATION
CTA AT THE BOTTOM OF INFOGRAPHIC
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TRY USING WIDGETS FOR LEAD GENERATION
CTA AT THE BOTTOM OF INFOGRAPHIC
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THE RESULTS
* 7 Days Data. Average C-T-L for Client is 5.9%
B2B CLIENT
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OR TO AMPLIFY YOUR LINK BUILDING / OUTREACH
B2C CLIENT
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Impressions 340,602
Clicks 2080
Spend £1,650
Domain Links 29
Cost Per Link £56.90
THE RESULTS
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FOCUS ON LISTS & VISUAL CONTENT
ü Listicles (23 Reasons Native is Awesome)
ü Infographics
ü Quizzes
ü How-To Content
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MAXIMISE CTR - A/B TEST HEADLINES & IMAGES
Create 3 x Headlines & Thumbnails per URL
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CREATE AN AWESOME THUMBNAIL
ü Close-Up Photos of People
ü Use Celebrity Images if possible
ü Avoid Using Icons, Illustrations & Logos
ü Use Contrasting, Eye-Catching Colours
ü 400 x 300 Pixels Minimum
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GIVE EACH URL A SEPARATE CAMPAIGN FOR BETTER AD ROTATION, CLICK / BUDGET SPREAD
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USE ADVANCED TARGETING OPTIONS
ü Time of Day
ü Retargeting Campaigns
ü Geo-Targeting
ü Device Targeting
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FOCUS ON MOBILE – 40%+ OF TABOOLA’S REVENUE
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Average CPC £0.35 / $0.53 £0.16 / $0.25
Minimum Spend £1 / $1.5 £1 / $1.5
Self-Selve Option Yes Yes
Demographic Targeting Good OK
Facebook CPC Nanigans Q1 2015: http://bit.ly/1Fdp9Nv Twitter CPC AdParlor Q2 2014: http://bit.ly/1DuuP11
PAGE POST ADS PROMOTED TWEET
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USE PAGE-POST ADS TO PROMOTE CONTENT
PAY-PER-ENGAGEMENT (OR CLICKS)
PAY FOR EACH CLICK/LIKE/SHARE
OR COMMENT
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RIDICIOUSLY GOOD DEMOGRAPHIC TARGETING
PAY-PER-ENGAGEMENT (OR CLICKS)
TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS
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Max 80 Characters 66% Engagement Increase
1200 x 628 Pixels
USE A CTA BUTTON
Open Graph Tags
25 Characters Max
‘The Perfect Ad’
Facebook Guidelines: http://on.fb.me/1JmMDTH Jeff Bullas: http://bit.ly/19VD8E9
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CREATING THE PERFECT IMAGE
• 1200 x 630 Pixels http://bit.ly/ogimagekaizen
• Include a Call to Action • Overlay Your Headline • Max 20% Limit on Text
https://www.facebook.com/help/468870969814641
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OPTIMISE FOR ‘LIKES’ – MANUAL CONVERSION SPECS
[{"action.type":["like"],"page":[”PAGEID"],"post":[”POSTID"]}]
POWER EDITOR
USE THIS
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OPTIMISING FOR LIKES IN ACTION
VIDEO PLAYLIST / LISTICLE
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Impressions 20,407
Clicks 260 (£0.13 CPE)
Spend £296
Shares 96
Cost Per Share £3.08
THE RESULTS PAGE POST ADS
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CHEAPER TO BUY 96 X TESCO MEAL DEALS FOR LIKES
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USE ADVANCED TARGETING OPTIONS
ü Use the Power Editor – Edit in Bulk
https://www.facebook.com/ads/manage/powereditor/
ü Create Multiple Ads and A/B Test Ad Set
ü Use Partner Data
ü Use Custom Audiences - Target based on Email Lists)
ü Add a Conversion Pixel to Measure Goals
https://www.facebook.com/ads/manage/convtrack/
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USE PROMOTED TWEETS TO PROMOTE CONTENT
PAY-PER-ENGAGEMENT
PAY FOR EACH "CLICK/RETWEET/SHARE OR FOLLOW
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TWITTER ADVERTISING – PROMOTED TWEETS
PAY-PER-ENGAGEMENT
TARGET @ FOLLOWERS
TARGET KEYWORDS / #
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USE TWITTER CARDS TO MAXIMISE CTR
• Promoted Cards • Lead Gen - Capture Email • Website - Drive Clicks to Content
• Set Headline • Social Image • CTA Button
• App Cards
• Organic Cards • Get Approved - http://bit.ly/1jjwSw5 • Card Types
• Summary + Summary Image • Product • Photo / Video • Apps
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CREATING THE PERFECT PROMOTED TWEET
ü Target followers over keywords = more engagement ü Ideal format: Question, Solution, Call to Action, Link.
ü Don’t include Hashtags / @Handles if driving to a URL
ü Run 5 x Tweets & Segment by targeting different keyword sets
ü Add a Conversion Pixel to Measure Goals
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USING PROMOTED TWEETS TO AMPIFY LINK BUILDING
B2B CLIENT
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Clicks 128 (£0.78 CPE)
Spend £100
Domain Links 17 (£5.88 COST PER LINK)
Shares 21 Paid + 1204 Earned (8p COST PER SHARE)
THE RESULTS PROMOTED TWEET
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USERS DISCOVER & VOTE UP INTEREST-TARGETED CONTENT
HOW DOES STUMBLEUPON WORK?
Visual Content = Highest Engagement
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TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS
AUDIENCE TARGETING
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USE STUMBLE ADS TO EARN A TON OF FREE TRAFFIC
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JUST SPEND £10 A DAY OVER A WEEK
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THIS IS NOT GOOD ENOUGH – DON’T EVEN BOTHER
Interesting Jobs With Good Salaries Published 21/05/2015 by Pete Campbell Job Title: Ice Cream Taster Salary: £39k ($60k) with unlimited free ice cream Description: Evaluate ice cream in terms of taste, texture, smell, and other elements Qualifications: You need a degree in food science to land this job not just a love for ice cream. Job Title: Sommelier (aka Wine Expert) Salary: £33k ($51k) Description: Manages a business’ wine collection to offer clients recommendations and travels the world to source new products Qualifications: Training and certification programmes and years of training. Job Title: Food Stylist Salary: £50k ($77k) Description: Prepare and style food for adverts and magazine shoots Qualifications: A passion for food with a creative eye and demonstrable interest in the area through taking courses and relevant qualifications.
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YOU NEED TO PACKAGE IT UP RIGHT
Clickbait Headline
Highly Visual Branding in Footer
Increases Credibility
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YOU NEED TO PACKAGE IT UP RIGHT
Clickbait Headline
Highly Visual
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John Caples, US School of Music (1926)
CLICK-BAIT HEADLINES IN 1926
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TRY THESE 10 HEADLINE FORMATS
“How To” “Why” “Which” “Who Else”
“Wanted” “This” “Because” “If”
“Advice” 5/10/25/50/100 (Use Numbers)
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USABILITYHUB.COM – A/B TEST HEADLINES
http://simitator.com/generator/twitter
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UPWORTHY A/B TEST 25 HEADLINES
http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding
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TO MASSIVELY IMPROVE THEIR VISITS
http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding
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https://kingsumo.com/apps/headlines/
DO IT YOURSELF WITH KINGSUMO HEADLINES
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“We found 79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word.” Jakob Neilsen
USERS DON’T READ CONTENT (THEY SCAN IT)
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DESIGN HACKS TO INCREASE ENGAGEMENT
ü HOST CONTENT ON SEPARATE MICRO-SITE
ü MINIMISE BRANDING
ü BE DIGESTIBLE - USE LISTS, SUB-HEADINGS
ü ADD VISUALS TO EVERY HEADING, PARAGRAPH
ü ADD A ‘SHARE’ BUTTON TO IMAGES - http://bit.ly/1zYgUyI
ü ADD A ‘TWEET THIS QUOTE’ BUTTON - http://bit.ly/1FlGtjz
ü ‘ORIGINAL’ SOCIAL BUTTONS OVER ‘PRETTY’ ONES
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Use Open Graph Tags & Social Images Pre-populate headlines, & rich media on Facebook, Twitter & LinkedIn You need these tags on your site: • OG:Type • OG:Locale • OG:Title • OG:Publisher • OG:Description • OG:Image (1200px by 628px)
http://ogp.me/
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ALWAYS HAVE AN EMBED CODE EVEN IF IT’S JUST AN IFRAME OR EMBEDDABLE THUMBNAIL
http://builtvisible.com/embed-code-generator/
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Cost Per Click Cost Per Share
Bounce Rate Cost Per Link
Time On Site Click to Lead %
Pages Per Visit Click to Sale %
THE KPI’S TO MONITOR
DURING CAMPAIGN POST-CAMPAIGN ANALYSIS
searchmarketingexpo.com @PeteCampbell kaizensearch.co.uk #SMX #23A1
Contextual Advertising
Create Social Buzz
Generate Leads
Amplify Link
Building
Enjoy Success
searchmarketingexpo.com @PeteCampbell kaizensearch.co.uk #SMX #23A1
Thank You! Get in Touch: @petecampbell pete@kaizensearch.co.uk
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