Native Advertising: The Secret Weapon of Content Marketing - Pete Campbell, Kaizen
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Transcript of Native Advertising: The Secret Weapon of Content Marketing - Pete Campbell, Kaizen
KAIZEN
Advertising = Earn Links?
KAIZEN
Native Advertising:The Secret Weapon of Content Marketing
KAIZEN
MEET KAIZENWHO ARE WE?• We deliver Search & Content Marketing for SMEs• Led SEO Accounts for SMEs & Global Brands
inc. Thomas Cook, Symantec & British Gas.• Based in Central London• Conference Speakers & Training Providers at Brighton SEO,
Search London, SMD Warsaw & Performance MI
OUR VALUES• Continuous Improvement (the Japanese philosophy of ‘Kaizen’)• Straight-Talking• Obsessive Attention to Detail
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“Native Advertising let’s you
promote your branded content
to people who will instantly
love it, as they are targeted based on their interests”
WHAT IS NATIVE ADVERTISING?
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http://triplelift.com/landscape/
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http://www.emarketer.com/Article/Whatrsquos-Next-Native-Ads/1010696
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CONTENT ADVERTISING
WHAT YOU NEED TO FOCUS ON
SOCIAL ADVERTISING
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TRAVEL SITE
CONTENT ADVERTISING
SOCIAL ADVERTISING
INTEREST TARGETED
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WHY IS NATIVE ADVERTISING AWESOME?
• Advertising that’s in the context of a users experience
• Drive traffic/impressions from a relevant, already engaged audience
• It’s subtle, unobtrusive advertising • You’re giving value to the user• Cost effective (start from £0.06 cpc)• It works great alongside content marketing &
SEO campaigns (earn shares/links/engagements)
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THE MATT CUTTS SEAL OF APPROVAL
ADVERTISING
(NoFollow, Dynamic URLs)
SHARES ORGANIC LINKS
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EXAMPLES (GOOD, BAD & UGLY)
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ADVERTORIALS
MEDIA BUY - £10k+
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SPOTIFY SPONSORED PLAYLISTS
MEDIA BUY - £5K+
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GONE WRONG: THE ATLANTIC ‘LOVES’ SCIENTOLOGY
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MY EXPERIMENTS
• Could Native Advertising = correlation of shares & links?
• 5 x Campaigns on SME Clients
• 5 x Different Networks
• Small Budgets (Average £150 Per Campaign)
• No Other Outreach Tactics Used
• Measured on a Cost Per Link & Share basis (Using SharedCount.com & Majestic Bulk Backlink Checker)
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CONTENT ADVERTISING
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TEST #1 - OUTBRAIN
• PORTFOLIO:– Food– Sport– Travel
• AVERAGE CPC: £0.15• MINIMUM SPEND: £6
• SELF-MANAGED DASHBOARD
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TEST #1 – THE LAZY HOSTESS
ASSET = 15 x RECIPES
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TEST #1 – RESULTS
• CLIENT: Babe Scott• SPEND: £300• IMPRESSIONS: 3,292,740• CLICKS: 2170
• BOOK SALES: 1• SHARES: 56 (£5.80 Cost Per Share)• DOMAIN LINKS: 1, NoFollow (£300 Cost Per Link)
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WHAT WENT WRONG?
• Quality content, but awful layout & structure• Lots of advertising, distracting call to actions• It didn’t encourage people to link / share
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TEST #2 – TWO LITTLE FLEAS
ASSET = VIDEO LIST
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TEST #2 - TABOOLA
• PORTFOLIO:– News (UK Focus)– Lifestyle & Entertainment– Travel
• AVERAGE CPC: £0.09• MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER)
• ACCOUNT MANAGER PROVIDED
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OMG!!
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TEST #2 - RESULTS
• CLIENT: Two Little Fleas• SPEND: £70• IMPRESSIONS: 439,560• CLICKS: 320
• DOMAIN LINKS: 13 (£5.38 COST PER LINK)• SHARES: 504 (£0.14 COST PER SHARE)
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TEST #3 – 10 ZIG
ASSET = COUNTDOWN CLOCK
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TEST #3 - NRELATE
• SPECIALISM:– Technology– Digital– News (US Focus)
• AVERAGE CPC: £0.09• MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER)
• ACCOUNT MANAGER PROVIDED
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TEST #3 – RESULTS
• CLIENT: 10 ZiG• SPEND: £120• IMPRESSIONS: 1,967,213• CLICKS: 1333
• DOMAIN LINKS: 19 (£6.32 COST PER LINK)• SHARES: 608 (£0.20 COST PER SHARE)
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SOCIAL ADVERTISING
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FACEBOOK ADVERTISING – OBJECTIVE BASED
https://facebook.com/ads/
Platform Cost Model Min Spend Avg. CPE/C/V Avg. CPS
Facebook CPC/CPE £1 £0.13 CPC / 0.19 CPE
£6.05
SELF-MANAGED DASHBOARD
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FACEBOOK ADVERTISING – PAGE POST ADS
PAY-PER-ENGAGEMENT (OR CLICKS) https://facebook.com/ads/
PAY FOR EACH CLICK/LIKE/SHARE OR
COMMENT
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FACEBOOK ADVERTISING – PAGE POST ADS
PAY-PER-ENGAGEMENT (OR CLICKS) https://facebook.com/ads/
TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS
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• Create Multiple Ads and A/B Test Ad Set• Structure the Headline as a Call to Action (website link,
question)• Tag Pages/People/Hashtags if relevant to increase
engagement• Use the Power Editor
– https://www.facebook.com/ads/manage/powereditor/– Set a Manual Conversion Spec – Optimise for ‘Likes’
– Use Custom Audiences & Lookalikes (Target based on Email Lists)
• Add a Conversion Pixel to Measure Goals– https://www.facebook.com/ads/manage/convtrack/
FACEBOOK POST ADS: ADVANCED TIPS
[{"action.type":["like"],"page":["451346298255265"],"post":["742747142448511"]}] - http://fbppc.com/advertising/get-the-interactions-you-want-facebook-conversion-specs/
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FB POST ADS - IMAGE BEST PRACTICES
• 1200 x 630 Pixelshttp://bit.ly/ogimagekaizen
• Overlay Your Headline• Max 20% Limit on Text
https://www.facebook.com/help/468870969814641
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TEST #4 – FACEBOOK POST ADS
ASSET = VIDEO GALLERY
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TEST #4 – RESULTS
• CLIENT: Two Little Fleas• SPEND: £296• IMPRESSIONS: 20,407• CLICKS: 260
• DOMAIN LINKS: 4 (£74 COST PER LINK) • SHARES: 96 (£3 COST PER LIKE)
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TWITTER ADVERTISING – OBJECTIVE BASED
https://ads.twitter.com/
Platform Cost Model Min Spend Avg. CPE/C/V Avg. CPS
Twitter CPE £1 £0.31 £4.76
SELF-MANAGED DASHBOARD
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TWITTER ADVERTISING – PROMOTED TWEETS
PAY-PER-ENGAGEMENT http://ads.twitter.com/
PAY FOR EACH CLICK/RETWEET/SHARE OR
FOLLOW
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TWITTER ADVERTISING – PROMOTED TWEETS
PAY-PER-ENGAGEMENT http://ads.twitter.com/
TARGET @ FOLLOWERS
TARGET KEYWORDS / #
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TWITTER ADS – ADVANCED TIPS• Run Follower Campaigns – Avoid
Keywords• Don’t include Hashtags /
@Handles if trying to drive people to the content URL – Twitter charges for any type of click around the tweet
• A/B Testing – Run at least 5 Tweets and Segment Your Tweets and Target Different Keyword Sets / Followers for Each
• Use Twitter Cards for Lead Gen, App Installs & Content Clickshttps://dev.twitter.com/docs/cards/validation/validator
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TEST #5 – PROMOTED TWEETS
ASSET = B2B INFOGRAPHIC
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TEST #5 – RESULTS
• CLIENT: Travel Out There• SPEND: £100• IMPRESSIONS: 16,527• CLICKS: 128
• DOMAIN LINKS: 17 (£5.88 COST PER LINK)• RETWEETS: 21 DIRECT + 1204 EARNED
(0.08p TOTAL CPS / £4.76 DIRECT)
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NAILED IT
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But why did it work?
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CURATED VIDEO PLAYLIST
ASSET = VIDEO LIST
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JAVASCRIPT CLOCK
ASSET = COUNTDOWN CLOCK
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• Content doesn’t need to be great, just packaged well
• If you have a ‘click-bait’ headline, clever formatting & encourage people to link to it – you’ll win.
THE SECRET TO SUCCESS IN CONTENT ADVERTISING
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THE ART OF THE HEADLINE
John Caples, US School of Music (1926)
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UPWORTHY’S HEADLINE PROCESS
http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-
just-kidding
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APPSUMO – A/B HEADLINES PLUGIN
http://www.appsumo.com/headlines/
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10 HEADLINE FORMATS YOU NEED TO TRY
“How To” “Why” “Which” “Who Else”
“Wanted” “This” “Becaus
e” “If”
“Advice” 5/10/25/50/100 (Use Numbers)
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USERS DON’T READ CONTENT (THEY SCAN IT)
“We found 79 percent of our
test users always scanned any
new page they came across;
only 16 percent read word-by-word.” - JAKOB NIELSEN
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7 DESIGN HACKS TO GET A USERS ATTENTION
1. Host the Content on a Seperate Micro-Site2. Unique Look & Feel, No Corporate Brand
Colours/Typography 3. Below The Fold Client Logo4. Break Content into Digestible Chunks – Lists, Sub-
Headings, Tons of Paragraph Breaks5. Visualise Every Detail (Animated GIFs, Photos, Data Viz)6. Add a ‘Share on X’ plugin to Images
http://codecanyon.net/item/social-image-hover-for-wordpress/2270775
7. Use a ‘Tweet This’ Plugin on Quoteshttp://premium.wpmudev.org/blog/wordpress-tweet-this-plugins/
8. Always have an embed code (iFrame or image thumbnail)
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USE OPEN GRAPH TAGS TO INCREASE CTR• Open Graph Tags let you pre-populate text &
rich media on Facebook, Twitter & LinkedIn– OG:Type– OG:Locale– OG:Title– OG:Publisher– OG:Description– OG:Image (1200px by 630px ideal for Facebook)
• Twitter Card Tags– Twitter:card (summary_large_image)– Twitter:site– Twitter:domain– Twitter:creator– Twitter:title– Validator: https://dev.twitter.com/docs/cards/validation/validator/
http://ogp.me/
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ANALYSING YOUR CAMPAIGN PERFORMANCEPRE & POST CAMPAIGN• Have Cost Per Share & Cost Per Link Targets• Measure Time On Site, Bounce Rate, Goals• Measure Social Shares – http://www.sharedcount.com/• Measure Root Domain Links – Majestic Bulk URLs or NetPeak Checker
http://netpeak.us/soft/netpeak-checker/http://www.majesticseo.com/reports/bulk-backlink-checker
ONGOING• Create Multiple Ads & A/B Test to improve CTR, Quality Score &
Engagement Rate• Try different headlines, images, ad copy, open graph tags• Calculate your average (or ideal) visitor time, bounce rates, CTR, CPC/E/V,
Engagement Rate & Goal Conversions – STRIP AWAY THE NON-PERFORMERS, FAST
• Always be testing - ‘What can I be doing differently?’
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Thank You!
Get in Touch:@[email protected]://www.kaizensearch.co.uk/
PRESENTATION LINK:KAIZENSEARCH.CO.UK/PMI-LONDON
KAIZEN
KEY TAKEAWAYS
1. Fail fast, this probably won’t work the first time you try it2. Host content on a separate landing page with its own look &
feel3. Avoid corporate branding, stick a logo beneath the fold.4. A/B Test Headlines5. Be clever with formatting, make the content easily digestable6. Use EMBED Codes and pre-populated social share counters7. Use the Platforms that have the right portfolio for your asset8. Have Cost Per Link & Cost Per Share Targets (Track using
SharedCount & Majestic Bulk URL Checker)9. Measure Page-Flow, Bounce Rate & Time on Site10. Strip away the non-performers, fast