Using Paid Social & Native Ads to Amplify Reach (SMX London 2015)

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MAY 21, 2015 Using Paid Social And Native Ads To Amplify Reach Pete Campbell MD, Kaizen @petecampbell

Transcript of Using Paid Social & Native Ads to Amplify Reach (SMX London 2015)

MAY 21, 2015

Using Paid Social And Native Ads To Amplify Reach

Pete Campbell

MD, Kaizen

@petecampbell

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SPOT THE ADVERTISING

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DID YOU MISS THIS ONE?

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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

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Get in Touch: @petecampbell [email protected]

DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/SMX-LONDON

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EXAMPLES (GOOD, BAD & UGLY)

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BUZZFEED + MINI ADVERTORIAL

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SPOTIFY + OBAMA SPONSORED PLAYLIST

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PRICE RISE + FACEBOOK ADS = BACKLASH

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THE ATLANTIC LOVES SCIENTOLOGY

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BEST PRACTICES

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RECOMMENDATION WIDGETS

IN-FEED UNITS (PAID SOCIAL)

PAGE POST ADS PROMOTED TWEET

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RECOMMENDATION WIDGETS

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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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IN FEED UNITS (PAID SOCIAL)

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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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FACEBOOK

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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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TWITTER

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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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STUMBLEUPON

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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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DESIGNING YOUR CONTENT

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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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READY FOR LIFTOFF

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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

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Contextual Advertising

Create Social Buzz

Generate Leads

Amplify Link

Building

Enjoy Success

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Thank You! Get in Touch: @petecampbell [email protected]

DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/SMX-LONDON

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