driving traffic to your website with paid advertising - ama uhd conference
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DRIVING TRAFFIC WITH PAID ADVERTISINGMaking the Most of New Tools & TrendsCaitlin Kaluza | @qcait | AMA UHD Conference
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1. Setting Strategic Goals
2. Finding Your Audience
3. Platform Choices
4. AB Testing
5. Tips & Tricks
LET’S TALK...
Photo Credit: flickr.com/photos/duncanh1/9047426263/Friday, October 18, 13
“Mak! it simpl!, but significant“ - Don Drape"
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SETTING GOALS
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STEP 1: PUT YOURSELF IN THEIR SHOES
1. Demographics
2. Their Pain Points
3. Behavior - Where do they hang out?
4. When?
Photo Credit: flickr.com/photos/luchilu/633923159
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Start with Standards - Then Test for Yourself
Source: mashable.com/2012/06/26/marketers-failing-twitter-study/
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STEP 2: DEFINE A CONVERSION
1. How will you define success?
2. How can you measure it?
3. Are you set up to track it?
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EXAMPLE CONVERSIONS
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STEP 3: SET EXPECTATIONS
•This Takes Time
•Marketing is Never “Over”
•Your Website... It’s Alive!
Photo credit: flickr.com/photos/bagaball/6957682511
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STEP 4: WHERE IN THE BUYING CYCLE ARE THEY?
smartinsights.com/wp-content/uploads/2012/02/inbound-marketing-funnel.jpg
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Photo Credit: flickr.com/photos/68428932@N00/4690601431/
Your Website is Your Mothership.
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Where are you sending people?
formstack.com/the-anatomy-of-a-perfect-landing-page
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LANDING PAGE TIPS
• Grab them with the Headline
• Clear call to action
• Third party validation
• Keep it as simple as you can, but as complex as it needs to be
• Always be testing
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Tools in Your Toolkit
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Search Network
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1+1=3Why pay?
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Search NetworkBe there when they’re searching for you2%-4% CTR
1. Bid on Keywords2. Quality Score x Bid
determine placement
3. Pay for Clicks Only4. Target by Geography &
Device
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THE LONG TAIL OF MARKETING
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GOOGLE KEYWORD TOOL
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Display Network
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Text Ads
Image Ads
Video Ads
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Display NetworkBranding Impressions to a Targeted Audience0.1% CTR
1. Bid on KeywordsYour ads show next to content containing those Keywords
2. Can define specific placements and topics
3. Pay for Clicks Only4. Target by Geography,
Device, Demographics5. Sites include:
Gmail, Apps, Mashable.com, Buzzfeed.com, Cracked.com, The Weather Channel, etc.
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1. 16% Market Share2. Less Competition
Tends to be Cheaper3. Long Tail Tends to work4. Demographics Skew Older
(Default Search Engine)
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Search Engine Relationships
bruceclay.com/serc.htm
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SOCIAL ADVERTISING
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FACEBOOK ADVERTISING
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90%With 1.11B MAU, Facebook accounts for
of all time spent social networking
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• Users are 40-150 times more likely to consume your content on their newsfeed than your page
• Facebook determines newsfeed content with their algorithm Edgerank, based on:
• Your personal interaction with that user and type of content
• Your network’s interaction
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• Target based on personal interests
• 3 Types:• Boost post• Sponsored
Story• Paid ad
• Average CTR is low (~0.05%)
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FACEBOOK: ANATOMY
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comScore
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Ad Content Strategy
• Think social• Think FUN• Think low barrier to entry• Start small• Target by Demographic• Consider how you use Facebook
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TWITTER ADVERTISING
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• Full-Service
• Promoted Accounts, Tweets and Trends
• Customer Service Rep
• Self-Service
• Promoted Accounts and Tweets
• Only pay for what works (when someone clicks, replies, RTs)
PAID ADS
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PAID ADS
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• Keep it short
• Keep it timely
• Users are 5x more likely to share news
• Use images and links
Ad Content Strategy
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• > 1B unique visitors each month
• Nielsen: YouTube reaches more US adults age 18-34 than any cable network
• YouTube is the second largest search engine
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• Standard In-Stream - :15 or :30 long “commercials”
• TrueView - Can be longer, can skip after 5 seconds
PAID ADS
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• Make it entertaining - don’t want it to “feel like an ad”
• Create different versions at different lengths
CONTENT STRATEGY
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• > 200M Users• > 2.5M Company Pages• Supports paid ads via Premium Display
ads, Sponsored inMail and Sponsored Updates
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businessinsider.com/chart-of-the-day-where-do-linkedin-users-work-2012-2
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PAID ADS
Marketing Solution• Display and social ads• Dedicated account rep• Guaranteed inventory
and delivery• CPM• Minimum spend is $25K/
3 months
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PAID ADS Self-Serve Ads
• Text ads w/ image
• CPM or CPC
• No minimum spend
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CONTENT STRATEGY
• Target by industry/position
• Professional development
• Give download/free offer
• Be careful of ad fatigue
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PAID ADS
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WHAT ABOUT NEW
NETWORKS?
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FIND YOUR AUDIENCEhttp://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
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AB Testing
Flickr credit: flickr.com/photos/53921113@N02/5645102295/
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A/B Testing with Google Analytics Content Experiments
A Bvs.
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Social Media Tracking Tools
Tip: Add + on the end of any bit.ly URL to see stats
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Heat Map Tools with CrazyEgg.com
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AB TESTING TIPS
• Start with best practices and test from there
• Test one thing at a time
• Give it time
• Measure your success
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QUESTIONS?
CAITLIN KALUZAMarketing Manager
@qcait
slideshare.net/schipulblog.schipul.com
@schipul
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