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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
Paid in SoLoMo World
Agenda
• Social Media Ads – What Are They – Examples
• Local Ads – What Are They – Examples
• Mobile Ads – What Are They – Examples
Paid in SoLoMo World
Social…………………….
Paid in SoLoMo World
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
Paid in SoLoMo World
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
&
Paid in SoLoMo World
Don’t Jump Ship Just Yet
• Strategy, targe<ng, and measurement are key • New targe<ng op<ons and ad types
Paid in SoLoMo World
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?
Paid in SoLoMo World
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
Paid in SoLoMo World
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
Paid in SoLoMo World
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
Paid in SoLoMo World
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
Paid in SoLoMo World
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
Paid in SoLoMo World
LinkedIn • Strategy/Targe<ng Op<ons – Targe<ng actual job <tles – Targe<ng groups
• Follow‐Up Extension (no extra charge)
Paid in SoLoMo World
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
Paid in SoLoMo World
Other Targe<ng Op<ons Target, looking to hire from compe<tors Sales person looking to get in front of execu<ves
Paid in SoLoMo World
Local………………….
Paid in SoLoMo World
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
Paid in SoLoMo World
Google Places = Google+ Local Can keep managing through Google Places Social func<ons being rolled out to Google+ Local pages
Paid in SoLoMo World
Local Ads – Loca<on Extensions • MSN AdCenter now has loca<on extensions!!
• Manual entry vs. Places integra<on (AdWords) • Improved CTRs
Paid in SoLoMo World
Local Ads ‐ Geo‐Targe<ng
AdCenter deleted 10,000 ci<es
Paid in SoLoMo World
Local Ads – Loca<on Extensions • Ad loca<on extensions to relevant, locally targeted campaigns
• Makes ads more appealing with 5+% CTRs
Paid in SoLoMo World
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)
Paid in SoLoMo World
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
Paid in SoLoMo World
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%)
Paid in SoLoMo World
Mobile…………………
Paid in SoLoMo World
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)
Paid in SoLoMo World
Strategy
• Clear calls‐to‐ac<on • Include phone number (call extensions) • Include address (loca<on extensions)
Paid in SoLoMo World
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
Paid in SoLoMo World
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
Paid in SoLoMo World
Mobile Ads – Mobile Shopping Mobile Shopping on the rise – Be there!
Marin Sogware’s U.S. Online Adver<sing Report for Q4 2011
Paid in SoLoMo World
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
Paid in SoLoMo World
Summary
• Most any business will have opportuni<es in social, local and/or mobile
• Crag a strategy – Audience – Messaging – Goals
• TEST
Paid in SoLoMo World
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
Paid in SoLoMo World
Ques<ons?