Paid in a SoLoMo World presented by Tami McBrady and Mike Grinberg

Paid in a SoLoMo World

Tami McBrady & Mike Grinberg

Paid in SoLoMo World

Introduc<on

Tami McBrady Senior Search Manager

Mike Grinberg Senior Search Manager


Agenda

•  Social Media Ads – What Are They – Examples

•  Local Ads – What Are They – Examples

•  Mobile Ads – What Are They – Examples


Social…………………….


Social Media Adver<sing Pla4orm Reach Ads? Targe;ng Capabili;es Ideal

for

Facebook 750M Yes Demographics, geotarge<ng and profile informa<on (interests, etc.)

B2C

LinkedIn 110M Yes Geotarge<ng, Company, Job Title, some demographics

B2B

TwiVer 250M Yes Geotarge<ng, in TwiVer Search, followers and ‘users like your followers’

Google+ 65M No


Facebook GM pulls all ads… Current ad formats: •  Meant to be more social and interac<ve •  Leave a bit to be desired for Future ad formats will likely be more robust

&


Don’t Jump Ship Just Yet

•  Strategy, targe<ng, and measurement are key •  New targe<ng op<ons and ad types


Construc<ng a Strategy on Facebook

•  Who is your audience? •  How would that audience iden<fy themselves in their profile?

•  What ad copy and imagery would appeal to them and convey what you can provide?

•  What are your goals?


Invisible Hearing Aid Facebook Strategy

• People who are hard of hearing

Who is your audience?

• Age • Interests in music, concerts, worship, ac<ve lifestyle

How would we iden<fy that audience in a Facebook profile?

• Unique selling points (invisibility!) • People who fit our demographic targets

What ad copy and imagery to use?

• Lead Genera<on

What are your goals


Invisible Hearing Aid Results •  Average CPC is much lower

compared to search engines •  Even with a lower Conversion

rate, the CPL for Facebook was s<ll 40% of the CPL for Search

•  With the right strategy, Facebook can be a powerful engine


TwiVer •  Stats* – 50% of people are more likely to buy ager becoming a TwiVer follower

– 60% of people are more likely to recommend ager becoming a TwiVer follower

•  Low compe<<on for adver<sing •  Several ad types available

*Chadwick Mar<n Bailey Consumer Pulse Study


TwiVer Ad Types

Minimum Spend

$15,000 or $0 with self‐serve plajorm

$120,000/day $15,000 or $0 with self‐serve plajorm

Minimum Bid

$0.10/tweet N/A $0.50 per follower


Google+

•  Is Google+ a “Ghost Town”? –  Engagement is ques<onable, but most posts aren’t public

–  180,000,000+ users •  +1 buVon for ads – No direct impact on ad performance

–  Incorporates social connec<ons into adver<sing


LinkedIn •  Strategy/Targe<ng Op<ons – Targe<ng actual job <tles – Targe<ng groups

•  Follow‐Up Extension (no extra charge)


LinkedIn Recrui<ng With Ads Targe<ng people with specific job <tles (have desired skills)

3.5% Request Follow‐up through LinkedIn

83% of visitors are new visitors – likely new exposure to the company


Other Targe<ng Op<ons Target, looking to hire from compe<tors Sales person looking to get in front of execu<ves


Local………………….


By The Numbers

20% of Google searches made on desktops are related to a loca<on

40% of Google mobile searches are

related to a loca<on


Google Places = Google+ Local Can keep managing through Google Places Social func<ons being rolled out to Google+ Local pages


Local Ads – Loca<on Extensions •  MSN AdCenter now has loca<on extensions!!

•  Manual entry vs. Places integra<on (AdWords) •  Improved CTRs


Local Ads ‐ Geo‐Targe<ng

AdCenter deleted 10,000 ci<es


Local Ads – Loca<on Extensions •  Ad loca<on extensions to relevant, locally targeted campaigns

•  Makes ads more appealing with 5+% CTRs


Google Geotarge<ng Op<ons

•  Zipcodes – great for: – Driving offline traffic – Targe<ng service areas for local businesses (e.g. plumbers, contractors)

•  Intent/geo targe<ng op<ons – Search intent (geo‐modifiers) – Actual loca<on (GPS or IP)


Local Ad Copy

Loca<on‐Based Search

Geo‐Modifier in Ad Copy

Loca<on‐Specific

Landing Page

Improved CTR & Conversion

Rate

•  Include geo‐modifier in ad copy •  Include geo‐modifier in display URL


Local Ads – Geo/Ad Copy

“minneapolis real estate”

•  2x Improvement in conversion rate (1.31% vs. 2.94%) •  5x improvement in CTR (1.52% vs 7.66%)


Mobile…………………


By The Numbers •  20% of total searches are mobile •  Mobile ad spend worldwide is predicted to be US $20.6 billion in 2015 (Source: Gartner)

•  Locally targeted mobile ads are 51% of overall U.S. mobile ad spending (Source: BIA/Kelsey)

•  US Mobile users prefer to use browser over apps (Source: Keynote/Adobe)


Strategy

•  Clear calls‐to‐ac<on •  Include phone number (call extensions) •  Include address (loca<on extensions)


Mobile Ads – Call Extensions Click‐To‐Call Call Tracking

Mobile search Mobile ad with phone# served

Clickable phone # is clicked

A “click” is recorded

Mobile search Mobile ad with phone# served

Clickable phone # (Google Voice) is dialed

A phone call “conversion” is

recorded


Call Extensions (Lead Genera<on)

•  Addic<on Treatment Center with loca<ons in 5 states

•  Phone calls are 60% of total leads

•  Pu{ng loca<on informa<on and differen<ators in ad increases click through + qualifies the lead

•  People s<ll tend to click through and call ager ge{ng more info from the site, so a mobile site/landing page is the next step


Mobile Ads – Mobile Shopping Mobile Shopping on the rise – Be there!

Marin Sogware’s U.S. Online Adver<sing Report for Q4 2011


Mobile Shopping

ROAS Desktop 489% Mobile 477%

Grand Total 488%

All studies say mobile shopping is on the rise, but none talk about results. Measure them!

Fragrance and bath and body products


Summary

•  Most any business will have opportuni<es in social, local and/or mobile

•  Crag a strategy – Audience – Messaging – Goals

•  TEST


Tips

Social •  Use the LinkedIn Follow‐Up Extension and have a process for following up on leads

Local •  Make sure your Google Places and Google+ personal profile are under the same login

Mobile •  Lead Genera<on? Drive phone calls, not click through


Ques<ons?

Paid in a SoLoMo World presented by Tami McBrady and Mike Grinberg

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Transcript of Paid in a SoLoMo World presented by Tami McBrady and Mike Grinberg