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@petecampbell [email protected]
Using Native Advertising To Amplify Your Reach
How To Make People Pay Attention at 5:30pm
@petecampbell [email protected]
@petecampbell [email protected]
PETE CAMPBELL / KAIZEN • Founder / Managing Director
• Kaizen is a team Content Marketing & Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour
@petecampbell [email protected]
• “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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THE EDITORS ALWAYS HATED IT – EVENTUALLY, NYT BANNED NATIVE FOR OVER 50 YEARS
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New York Times Sold
In Native Ads Last Year
$18 Million AKA A LOTTA OF LEU
71,550,900 LEU TO BE PRECISE
@petecampbell [email protected]
@petecampbell [email protected]
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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Contextual Advertising
Create Social Buzz
Generate Leads
Amplify Link
Building
WHY USE NATIVE?
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Get in Touch: @petecampbell [email protected]
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/SEMDAYS
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RECOMMENDATION WIDGETS
IN-FEED UNITS (PAID SOCIAL)
PAGE POST ADS PROMOTED TWEET
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Average CPC 3.6 LEU / $0.90 0.6 LEU / $0.15
Average CTR 0.07% 0.10%
Bounce Rate 85% 79%
Minimum Spend 40 LEU / $10 3975 LEU/ $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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@petecampbell [email protected]
@petecampbell [email protected]
@petecampbell [email protected]
Impressions 340,602
Clicks 2080
Spend 10,075 LEU
Domain Links 29
Cost Per Link 347.4 LEU
THE RESULTS
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@petecampbell [email protected]
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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Average CPC 2.1 LEU / $0.53
Minimum Spend 6 LEU / $1.5
Self-Selve Option Yes
Demographic Targeting Good
Facebook CPC Nanigans Q1 2015: http://bit.ly/1Fdp9Nv Twitter CPC AdParlor Q2 2014: http://bit.ly/1DuuP11
PAGE POST ADS
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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: h2p://on.6.me/1JmMDTH Jeff Bullas: h2p://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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Impressions 20,407
Clicks 260 (0.79 LEU CPE)
Spend 1807 LEU
Shares 96
Cost Per Share 18.82 LEU
THE RESULTS PAGE POST ADS
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@petecampbell [email protected]
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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USERS DISCOVER & VOTE UP INTEREST-TARGETED CONTENT
HOW DOES STUMBLEUPON WORK?
Visual Content = Highest Engagement
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THIS IS NOT GOOD ENOUGH – DON’T EVEN BOTHER
Interes'ng Jobs With Good Salaries Published 21/05/2015 by Pete Campbell Job Title: Ice Cream Taster Salary: £39k ($60k) with unlimited free ice cream DescripFon: Evaluate ice cream in terms of taste, texture, smell, and other elements QualificaFons: 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) DescripFon: Manages a business’ wine collecFon to offer clients recommendaFons and travels the world to source new products QualificaFons: Training and cerFficaFon programmes and years of training. Job Title: Food Stylist Salary: £50k ($77k) DescripFon: Prepare and style food for adverts and magazine shoots QualificaFons: A passion for food with a creaFve eye and demonstrable interest in the area through taking courses and relevant qualificaFons.
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YOU NEED TO PACKAGE IT UP RIGHT
Clickbait Headline
Highly Visual
Branding in Footer
Increases Credibility
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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
@petecampbell [email protected]
Contextual Advertising
Create Social Buzz
Generate Leads
Amplify Link
Building
Enjoy Success
@petecampbell [email protected]
Thank You! Get in Touch: @petecampbell [email protected]
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/SEMDAYS