how to use native advertising to earn big links

KAIZEN @petecampbell

Advertising = !Pearly-White Links?


How to Use Native Advertising to "Earn Big Links


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


“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?!


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


CONTENT ADVERTISING

WHAT YOU NEED TO FOCUS ON!

SOCIAL ADVERTISING


TRAVEL SITE

CONTENT ADVERTISING

SOCIAL ADVERTISING

INTEREST TARGETED


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!


THE MATT CUTTS SEAL OF APPROVAL!

ADVERTISING"(NoFollow, Dynamic URLs)

TRAFFIC & SHARES

ORGANIC LINKS


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)


CONTENT ADVERTISING


WHAT CONTENT ADVERTISING LOOKS LIKE!

YOUR LINK HERE

PAY-PER-CLICK


TEST #1 - OUTBRAIN!

•  PORTFOLIO: – Food – Sport – Travel"

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

•  SELF-MANAGED DASHBOARD


TEST #1 – THE LAZY HOSTESS!

ASSET = 15 x RECIPES


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)


WHAT WENT WRONG?!

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


TEST #2 – TWO LITTLE FLEAS!

ASSET = VIDEO LIST


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


PR7 OMG!!


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)


TEST #3 – 10 ZIG!

ASSET = COUNTDOWN CLOCK


TEST #3 - NRELATE!

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

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




!•  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)


ZEMANTA


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

PAY-PER-IMPRESSION

ZEMANTA – EARNED RELATED LINKS !


TEST #4 - ZEMANTA !

•  STRENGTHES –  B2B –  Tech –  Personal Finance

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


•  WEAKNESSES –  Fashion / Retail –  Travel


TEST #4 – HISCOX!

100+ B2B / STARTUP BLOG POSTS


TEST #4 - RESULTS!

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

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


SOCIAL ADVERTISING


FACEBOOK ADVERTISING – PAGE POST ADS!

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

PAY FOR EACH "CLICK/LIKE/SHARE OR

COMMENT


FACEBOOK ADVERTISING – PAGE POST ADS!

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

TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS


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"



TEST #4 – FACEBOOK POST ADS!

ASSET = IMAGE GALLERY



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

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


NERD FAIL"

NO


TWITTER ADVERTISING – PROMOTED TWEETS!

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

PAY FOR EACH "CLICK/RETWEET/SHARE OR

FOLLOW


TWITTER ADVERTISING – PROMOTED TWEETS!

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

TARGET @ FOLLOWERS!

TARGET KEYWORDS / #!


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"



TEST #5 – PROMOTED TWEETS!

ASSET = B2B INFOGRAPHIC



!•  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)


NAILED IT


But why did it work?


CURATED VIDEO PLAYLIST!

ASSET = VIDEO LIST


JAVASCRIPT CLOCK!

ASSET = COUNTDOWN CLOCK


•  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!


THE ART OF THE HEADLINE!

John Caples, US School of Music (1926)


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)


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


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


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)


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!


Thank You!!!!!Get in Touch:@petecampbell"[email protected]"http://www.kaizensearch.co.uk/

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

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