breakfast bites: generating a worthwhile return on paid advertising investments
TRANSCRIPT
![Page 1: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/1.jpg)
http://impression.tips/breakbites
Generating a worthwhile return on paid advertising investments
Which channels to use and where to spend budgets of any size (PPC)
![Page 2: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/2.jpg)
http://impression.tips/breakbites
I need to invest in online advertising
![Page 4: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/4.jpg)
http://impression.tips/breakbites
Cheapest?
Coolest?
Most professional?Loudest? *How not
to choose!
![Page 5: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/5.jpg)
http://impression.tips/breakbites
– Focus on you and your customer:
– What is your product/service?
– Who is your audience?
Choosing the correct channels
![Page 6: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/6.jpg)
http://impression.tips/breakbites
Do potential customers know that they want your product / service?
![Page 7: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/7.jpg)
http://impression.tips/breakbites
Rule #1 - Choose channels based on customer intent
![Page 8: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/8.jpg)
http://impression.tips/breakbites
The online advertising gradient
Users are actively looking for your product / service
Users are not actively looking for your product / service
![Page 9: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/9.jpg)
http://impression.tips/breakbites
The online advertising gradient
Are people searching for my product / service?
Do I need to get in front of the right people, before I show them my offering?
Would the right people be interested in my product / service if they knew about it?
![Page 10: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/10.jpg)
http://impression.tips/breakbites
The online advertising gradient
Are people searching for my product / service?
Do I need to get in front of the right people, before I show them my offering?
Would the right people be interested in my product / service if they knew about it?
Action-focused messaging
Content-focused messaging
![Page 12: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/12.jpg)
http://impression.tips/breakbites
Be found on...
If you’re an accountancy firm?
![Page 13: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/13.jpg)
http://impression.tips/breakbites
If you’re launching an exciting new product?Be found on...
![Page 14: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/14.jpg)
http://impression.tips/breakbites
Be found on...
If you’re selling ‘needed’ household appliances?
![Page 15: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/15.jpg)
http://impression.tips/breakbites
Be found on...
If you’re selling a ‘new’ household appliance?
![Page 16: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/16.jpg)
http://impression.tips/breakbites
If you’re a talented digital marketing agency selling in-demand services?
Be found on...
![Page 17: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/17.jpg)
http://impression.tips/breakbites
Rule #1 summary: Choose channels based on the likely customer intent
– Use the gradient as a guideline, not a hard and fast rule.
– Think critically about what you’re offering. How would your potential customers be
looking to find you?
– Remember to evaluate the suitability of the channels themselves. Is your audience
likely to be here? Does it fit with your brand?
– Adapt your messaging to suit your position on the gradient
![Page 18: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/18.jpg)
http://impression.tips/breakbites
You’ve chosen your channels. Now what?
![Page 19: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/19.jpg)
http://impression.tips/breakbites
Rule #2 - Apply media spend on a priority basis
![Page 20: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/20.jpg)
http://impression.tips/breakbites
Apply media spend on a priority basis: 3 principles
Segmentation
Reporting
Restructuring
![Page 21: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/21.jpg)
http://impression.tips/breakbites
– What tools do you have at your disposal for targeting the right customers?
2 main targets– Keyword targeting– Location targeting
– Natural conclusion: let’s target users looking for “your service”, and make sure those users are located in your area
Example #1: A local service-based company chooses Google AdWords
![Page 22: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/22.jpg)
http://impression.tips/breakbites
– Within these targeting layers, there are several combinations
Segmentation is crucial
“photographer in nottingham” “photographer” “photographer
in nottingham” “photographer”
![Page 23: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/23.jpg)
http://impression.tips/breakbites
– What tools do you have at your disposal for targeting the right customers?
– Audience targeting
– Natural conclusion: let’s target users that are most likely to be interested in my product. But how do you find that out?
Example #2: A fashion retailer chooses Facebook advertising
![Page 24: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/24.jpg)
http://impression.tips/breakbites
Interests– Business/Industry– Entertainment– Family/Relationships– Fitness/Wellness– Food & Drink– Hobbies & Activities– Shopping & Fashion– Sports & Outdoors– Technology
Demographics– Location– Age– Gender– Languages– Relationship– Education– Work– Financial– Generation– Parents– Life Events
Exciting or scary? Facebook targeting is very powerful
Behaviours– Automotive– B2B– Charity– Digital Activity– Expats– Financial– Job Role– Media– Mobile– Purchasing– Travel– Events
Connections– Friends– Relationships– Relations to pages– Relations to apps
Remarketing– Where have you
been?
![Page 25: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/25.jpg)
http://impression.tips/breakbites
High-end women’s fashion retailer
Demographics: – Gender– Age– Location– Income
Interests: – Specific Magazines– Celebrities– Other Brands
Applying audience targeting
![Page 26: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/26.jpg)
http://impression.tips/breakbites
Local wedding venue
Demographics: – Gender– Age– Location– Income
Relationship status: – ‘Engaged in past 3 months’
Applying audience targeting
![Page 27: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/27.jpg)
http://impression.tips/breakbites
Segmentation and testing
– Start with a broad audience, and gradually segment down into more niche groups.
– Layer targeting. Use “must also be interested in” to target highly specific users.
*TIP* - For early research, use audience insights to find common themes between the users in your email or remarketing lists!
Applying audience targeting
![Page 28: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/28.jpg)
http://impression.tips/breakbites
Rule #2 summary - Apply media spend on a priority basis
– Segmentation is crucial.
– Begin with the targeting methods most likely to convert to a lead / sale.
– Always be on the lookout for differences in performance between targeting, which will allow you to focus on most profitable first, but with room to grow.
– Testing, testing, testing
![Page 29: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/29.jpg)
http://impression.tips/breakbites
Mirror, mirror on the wall…
Whose is the best online advertising of them all?
![Page 30: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/30.jpg)
http://impression.tips/breakbites
Rule #3Don’t be vain, do be visible
![Page 31: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/31.jpg)
http://impression.tips/breakbites
In the wild: Spotting signs of VANITY
![Page 32: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/32.jpg)
http://impression.tips/breakbites
“We’ll get you to #1 on Google AdWords…”
- Being #1 is more often than not a less profitable position to be in
- There are often 4 top
positions, no need to lead the race. Doing so leads to your bid being out of your control.
- We’re online - assume that potential customers shop around!
- Some anomalies - testing is key
VANITY
![Page 33: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/33.jpg)
http://impression.tips/breakbites
“We’ll get you 250,000 likes on Facebook...”
- Be wary of deciding any strategy based on the amount of likes it will generate.
- Likes are beneficial for generating reach & social proof, but campaigns should have an end goal which meets business objectives.
- ‘Buying’ likes will only be removed eventually.
- Best to put out good content to the right audience - if you’re doing so, likes will come naturally.
VANITY
![Page 34: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/34.jpg)
http://impression.tips/breakbites
“We’ll make sure your ads are EVERYWHERE! ” - Whilst it will annoy your
competitors and impress your peers, this kind of strategy is dangerous
- Where display advertising is used to generate brand awareness, layer targeting to ensure you’re in front of the right audience
VANITY
![Page 35: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/35.jpg)
http://impression.tips/breakbites
Think critically - if your paid visibility does not directly relate to ROI, don’t use it.
![Page 36: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/36.jpg)
http://impression.tips/breakbites
Being visible: Getting in front of the right audience
![Page 37: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/37.jpg)
http://impression.tips/breakbites
You’ve generated site traffic.What next?
Retargeting
![Page 40: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/40.jpg)
http://impression.tips/breakbites
Remarketing works– Remarketing works
– Remarketing works
– Remarketing works
![Page 41: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/41.jpg)
http://impression.tips/breakbites
Who is retargeting me? http://whoisretargeting.me/
![Page 42: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/42.jpg)
http://impression.tips/breakbites
It’s annoying: Be considerate, be helpful“It’s stalking me”- Include frequency caps where possible to stop users feeling
‘stalked’. “It’s unhelpful”- Show the right ad to the right person to the right landing page- Use dynamic retargeting to show products that users have been
looking at. “It ruined the surprise!”- Judge suitability dependent on industry: (eg. engagement rings!)
![Page 43: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/43.jpg)
http://impression.tips/breakbites
Being helpful, being targetedHelpful = dynamic retargeting
Segmentation (again)Segment users based on how interested they were (don’t retarget to a user that spent <5 seconds on your site)
![Page 44: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/44.jpg)
http://impression.tips/breakbites
Rule #3 summary - Don’t be vain, but do be visible
– Any media spend should be applied with a target ROI. – Dismiss any strategies that involve being seen, that do not directly relate to selling
or promoting your product/service to the right people. – Retargeting works. The more relevant your ad and landing page is to your audience,
the more success you’ll have. Use dynamic retargeting to be hyper-relevant. – Above all, be helpful!
![Page 45: Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments](https://reader035.vdocuments.mx/reader035/viewer/2022070602/587a1f0e1a28abb4238b7175/html5/thumbnails/45.jpg)
http://impression.tips/breakbites
3 Golden Rules#1 - Choose channels based on customer intent
#2 - Apply media spend on a priority basis
#3 - Don’t be vain, do be visible