how to use native advertising to earn big links

KAIZEN @petecampbell

Advertising = !Pearly-White Links?

KAIZEN @petecampbell

How to Use Native Advertising to "Earn Big Links

KAIZEN @petecampbell

PETE CAMPBELL/ KAIZEN •  Founder / Director •  Won “Rising Star of the Year 2013” (Travolution) •  5+ years SEO experience agency-side & in-house •  Built first website at 11 •  Ran several high-traffic video gaming sites

KAIZEN @petecampbell

“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?!

KAIZEN @petecampbell

http://blog.triplelift.com/post/58958654486/native-advertising-landscape

KAIZEN @petecampbell

CONTENT ADVERTISING

WHAT YOU NEED TO FOCUS ON!

SOCIAL ADVERTISING

KAIZEN @petecampbell

TRAVEL SITE

CONTENT ADVERTISING

SOCIAL ADVERTISING

INTEREST TARGETED

KAIZEN @petecampbell

WHY IS NATIVE ADVERTISING AWESOME?!

•  You can do it on a shoestring budget "(Average 0.56 zł CPC for Content Advertising)

•  Drives traffic from relevant, already engaged audience via a publisher network or audience targeting

•  Most importantly, it can earn you BIG links that have the Matt Cutt’s Seal of Approval!

KAIZEN @petecampbell

THE MATT CUTTS SEAL OF APPROVAL!

ADVERTISING"(NoFollow, Dynamic URLs)

TRAFFIC & SHARES

ORGANIC LINKS

KAIZEN @petecampbell

MY EXPERIMENTS!

•  Could Native Advertising = correlation of shares & links?!

•  6 x Campaigns on SME Clients

•  6 x Different Networks

•  Small Budgets (Average 700 zł Per Campaign)

•  No Other Outreach Tactics Used

•  Measured on a Cost Per Link & Share basis "(Using SharedCount.com & Majestic Bulk Backlink Checker)

KAIZEN @petecampbell

CONTENT ADVERTISING

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WHAT CONTENT ADVERTISING LOOKS LIKE!

YOUR LINK HERE

PAY-PER-CLICK

KAIZEN @petecampbell

TEST #1 - OUTBRAIN!

•  PORTFOLIO: – Food – Sport – Travel"

•  AVERAGE CPC: 0.76 zł •  MINIMUM SPEND: 30 zł

•  SELF-MANAGED DASHBOARD

KAIZEN @petecampbell

TEST #1 – THE LAZY HOSTESS!

ASSET = 15 x RECIPES

KAIZEN @petecampbell

KAIZEN @petecampbell

TEST #1 – RESULTS!

•  CLIENT: Babe Scott •  SPEND: 1521 zł •  IMPRESSIONS: 3,292,740 •  CLICKS: 2170"

•  BOOK SALES: 1 •  DOMAIN LINKS: 1, NoFollow (1521 zł Cost Per Link) •  SHARES: 56 (29.41 zł Cost Per Share)

KAIZEN @petecampbell

WHAT WENT WRONG?!

!•  Quality content, but awful layout & structure!•  Lots of advertising, distracting call to actions!•  It didn’t encourage people to link / share!

KAIZEN @petecampbell

TEST #2 – TWO LITTLE FLEAS!

ASSET = VIDEO LIST

KAIZEN @petecampbell

TEST #2 - TABOOLA!

•  PORTFOLIO: –  News (UK Focus) –  Lifestyle & Entertainment –  Travel

•  AVERAGE CPC: 0.46 zł •  MINIMUM SPEND: 152 zł (3042 zł MINIMUM INSERTION ORDER)

•  ACCOUNT MANAGER PROVIDED

KAIZEN @petecampbell

PR7 OMG!!

KAIZEN @petecampbell

TEST #2 - RESULTS!

•  CLIENT: Two Little Fleas •  SPEND: 355 zł •  IMPRESSIONS: 439,560 •  CLICKS: 320

•  DOMAIN LINKS: 13 (27.28 zł COST PER LINK) •  SHARES: 504 (0.71 zł COST PER SHARE)

KAIZEN @petecampbell

TEST #3 – 10 ZIG!

ASSET = COUNTDOWN CLOCK

KAIZEN @petecampbell

TEST #3 - NRELATE!

•  PORTFOLIO: –  Technology –  Digital –  News (US Focus)

•  AVERAGE CPC: 0.46 zł •  MINIMUM SPEND: 304 zł (3042 zł MINIMUM INSERTION ORDER)

•  ACCOUNT MANAGER PROVIDED

KAIZEN @petecampbell

TEST #3 – RESULTS!

!•  CLIENT: 10 ZiG •  SPEND: 608 zł •  IMPRESSIONS: 1,967,213 •  CLICKS: 1333

•  DOMAIN LINKS: 19 (32.04 zł COST PER LINK) •  SHARES: 608 (1.01 zł COST PER SHARE)

KAIZEN @petecampbell

ZEMANTA

KAIZEN @petecampbell

Content appears as a suggested ‘Related Link’ to Bloggers when writing their posts.

PAY-PER-IMPRESSION

ZEMANTA – EARNED RELATED LINKS !

KAIZEN @petecampbell

TEST #4 - ZEMANTA !

•  STRENGTHES –  B2B –  Tech –  Personal Finance

•  AVERAGE CPM: 73 zł •  MINIMUM SPEND: 1520 zł (3042 zł MINIMUM INSERTION ORDER)

•  ACCOUNT MANAGER PROVIDED

•  WEAKNESSES –  Fashion / Retail –  Travel

KAIZEN @petecampbell

TEST #4 – HISCOX!

100+ B2B / STARTUP BLOG POSTS

KAIZEN @petecampbell

TEST #4 - RESULTS!

!•  CLIENT: HISCOX •  SPEND: 3042 zł •  IMPRESSIONS: 27,853

•  DOMAIN LINKS: 42 (72.43 zł Cost Per Link)

KAIZEN @petecampbell

SOCIAL ADVERTISING

KAIZEN @petecampbell

FACEBOOK ADVERTISING – PAGE POST ADS!

PAY-PER-ENGAGEMENT (OR CLICKS) https://facebook.com/ads/

PAY FOR EACH "CLICK/LIKE/SHARE OR

COMMENT

KAIZEN @petecampbell

FACEBOOK ADVERTISING – PAGE POST ADS!

PAY-PER-ENGAGEMENT (OR CLICKS) https://facebook.com/ads/

TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS

KAIZEN @petecampbell

TEST #4 – FACEBOOK POST ADS!

•  KEY FEATURES: –  Appear in Users Newsfeeds –  Boost a Facebook Page Post –  Target by Demographic, Location"

& Device

•  AVERAGE CPE: 0.96 zł •  AVERAGE CPC: 0.66 zł •  MINIMUM SPEND: 3 zł"

•  SELF-MANAGED DASHBOARD

KAIZEN @petecampbell

TEST #4 – FACEBOOK POST ADS!

ASSET = IMAGE GALLERY

KAIZEN @petecampbell

TEST #4 – RESULTS!

!•  CLIENT: Two Little Fleas •  SPEND: 507 zł •  IMPRESSIONS: 20,407 •  CLICKS: 260

•  DOMAIN LINKS: 0 •  SHARES: 15 (30.62 zł COST PER LIKE)

KAIZEN @petecampbell

NERD FAIL"

NO

KAIZEN @petecampbell

TWITTER ADVERTISING – PROMOTED TWEETS!

PAY-PER-ENGAGEMENT http://ads.twitter.com/

PAY FOR EACH "CLICK/RETWEET/SHARE OR

FOLLOW

KAIZEN @petecampbell

TWITTER ADVERTISING – PROMOTED TWEETS!

PAY-PER-ENGAGEMENT http://ads.twitter.com/

TARGET @ FOLLOWERS!

TARGET KEYWORDS / #!

KAIZEN @petecampbell

TEST #5 – PROMOTED TWEETS!

•  KEY FEATURES: –  Bid on any Hash-tags, Keywords & "

Usernames –  Target by Demographic, Location"

& Device

•  AVERAGE CPE: 1.57 zł •  MINIMUM SPEND: 3 zł"

•  SELF-MANAGED DASHBOARD

KAIZEN @petecampbell

TEST #5 – PROMOTED TWEETS!

ASSET = B2B INFOGRAPHIC

KAIZEN @petecampbell

TEST #5 – RESULTS!

!•  CLIENT: Travel Out There •  SPEND: 507 zł •  IMPRESSIONS: 16,527 •  CLICKS: 128

•  DOMAIN LINKS: 17 (29.81 zł COST PER LINK) •  RETWEETS: 21 DIRECT + 1204 EARNED"

(0.41 zł TOTAL CPS / 24.14 zł DIRECT)

KAIZEN @petecampbell

NAILED IT

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But why did it work?

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CURATED VIDEO PLAYLIST!

ASSET = VIDEO LIST

KAIZEN @petecampbell

JAVASCRIPT CLOCK!

ASSET = COUNTDOWN CLOCK

KAIZEN @petecampbell

•  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!

KAIZEN @petecampbell

THE ART OF THE HEADLINE!

John Caples, US School of Music (1926)

KAIZEN @petecampbell

10 HEADLINE FORMATS YOU NEED TO TRY!

“How To” “Why” “Which” “Who Else”

“Wanted” “This” “Because” “If”

“Advice” 5/10/25/50/100 (Use Numbers)

KAIZEN @petecampbell

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 - 1997

KAIZEN @petecampbell

5 FORMATTING TRICKS TO GET A USERS ATTENTION!

1.  Use Lists 2.  Use Sub-Headings 3.  Visualise Each Point (GIFs, Photos, Data Viz) 4.  Have Paragraph Breaks, Lots of Them 5.  Bold, Italic, Underline Key Points

KAIZEN @petecampbell

MAKING THINGS LINK-WORTHY!

1.  Always have a HTML Embed Code"(iFrame or simple image thumbnail)"

2.  Use Open Graph Tags to pre-populate Social Share buttons"

3.  Incentivise people to share it"(share to win – rafflecopter.com, paywithatweet.com)

KAIZEN @petecampbell

KEY TAKEAWAYS!1.  Fail fast, this probably won’t work the first time you try it!2.  Host content on a separate landing page with its own look & feel!3.  Avoid corporate branding, stick a logo beneath the fold.!4.  A/B Test Headlines!5.  Be clever with formatting, make the content easily digestable!6.  Use EMBED Codes and pre-populated social share counters!7.  Use the Platforms that have the right portfolio for your asset!8.  Have Cost Per Link & Cost Per Share Targets (Track using

SharedCount & Majestic Bulk URL Checker)!9.  Measure Page-Flow, Bounce Rate & Time on Site!10.  Strip away the non-performers, fast!

KAIZEN @petecampbell

Thank You!!!!!Get in Touch:@petecampbell"pete@kaizensearch.co.uk"http://www.kaizensearch.co.uk/

PRESENTATION LINK:!KAIZENSEARCH.CO.UK/SMD/