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HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website
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HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website

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Paid internet ads are a compelling source of website traffic because they produce almost immediately and are very effective at targeting the right audience for your message. But should you use paid …

Paid internet ads are a compelling source of website traffic because they produce almost immediately and are very effective at targeting the right audience for your message. But should you use paid search or paid social ads? Banner ads? PPC? CPC? media buys? The number of choices can be overwhelming. Join us for an introductory workshop on navigating the options and finding the best source of profitable traffic for your website.

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  • 1. HOW-TO: FIND INSTANT SOURCES OF PROFITABLE TRAFFIC FOR YOUR WEBSITE An Introduction to Online Advertising +Chris Mohritz | chris@mohritz.co | #IdeaToOperations
  • 2. OUR JOURNEY ● Delivering on the promise ● Spectrum of options Goals: 1. Provide a framework to build campaigns 2. Introduce a list of sources to choose from We’ll jump right in Feel free to ask about my background after session
  • 3. LIST OF OPTIONS BASED ON... “A Guide to Online Ad Types and Formats” wordstream.com/online-ads
  • 4. THE PROMISE Find Instant Sources Of Profitable Traffic For Your Website
  • 5. “INSTANT” ● Paid ads typically get traffic within minutes ● vs. months to build organic traffic Note: SEM = Paid search traffic (artificial ranking) SEO = Organic search traffic (natural ranking)
  • 6. “PROFITABLE” ● The goal for each campaign is profitability ● profit/sale - cost/sale = $1.00+ ● Drop all non-profitable campaigns Note: CPC (PPC) = you’re billed per click CPM = you’re billed per 1000 impressions
  • 7. “YOUR WEBSITE” Preferably… ● A property you own ● A page dedicated to each campaign ● Page attached a blog (myblog.com/landing1) ● Keyword-optimized ● “No Bounce”-optimized ● Conversion-optimized ● Analytic tracking installed
  • 8. “SOURCES” Where do your customers hang out? What’s the best way to reach them? ● Search Ads ● Social Ads ● Banner Ads ● Mobile Ads ● Email Ads ● Video Ads
  • 9. THE “I NEED HELP” PROCESS Constructing a campaign to drive traffic... ● Step 1: Spotlight their “Big A** Problem” ● Step 2: Validate BAP with 3rd-party data ● Step 3: Give BAP another poke ● Step 4: Show them “Light at End of Tunnel” Ad Landing Page Sales Page scienceofbusiness.com/i-need-help-theory-of-constraints-mafia-marketing
  • 10. SEARCH
  • 11. Pros: ● Immediate results ● Rapid changes ● Great for testing ● Mature platforms ● Plenty of coupons Cons: ● Can be expensive Tools: ● [ in-network ] ● spyfu.com ● adwords.google. com/ko/KeywordPlanner
  • 12. GOOGLE SEARCH ADS ● Intent targeting ● Keyword-based
  • 13. BING SEARCH ADS ● Intent targeting ● Keyword-based
  • 14. YAHOO SEARCH ADS ● Intent targeting ● Keyword-based
  • 15. SOCIAL
  • 16. Pros: ● Highly-targeted ● Interactive (most) ● Great for testing Cons: ● Noisy ● New platforms Tools: ● [ in-network ] ● hootsuite.com ● topsy.com
  • 17. FACEBOOK MARKETPLACE ● Persona targeting ● Demographics-based facebook.com/advertising
  • 18. FACEBOOK PROMOTED POSTS ● Your posts facebook.com/advertising
  • 19. FACEBOOK SPONSORED STORIES ● Your follower’s posts facebook.com/advertising
  • 20. FACEBOOK EXCHANGE ● Remarketing (external sites) facebook.com/advertising
  • 21. TWITTER PROMOTED ACCOUNT ● Get Followers ads.twitter.com
  • 22. TWITTER PROMOTED TWEETS ● Get Engagement ads.twitter.com
  • 23. TUMBLR ADS ● ● ● ● Mobile Post Web Post Radar Spotlight tumblr.com/business/advertise
  • 24. REDDIT ADS reddit.com/ad_inq
  • 25. PINTEREST ADS ● Promoted Pins ● Experimental business.pinterest.com/promoting-pins
  • 26. INSTAGRAM ADS ● Testing business.instagram.com/blog
  • 27. VINE ADS ● Roll Your Own fastcompany.com/3019652/dialed/6-of-the-most-creative-clever-uses-of-vine-in-marketing
  • 28. DISPLAY ADS
  • 29. Pros: ● Highly scalable ● Mature platform Cons: ● Less forgiving ● Research intensive Tools: ● [ in-network ] ● quantcast.com
  • 30. PLAIN OL’ BANNER ADS ● Be eye-catching Nothing beats a good headline. Create curiosity, get the click =>
  • 31. VIDEO BANNERS ● Be eye-catching ● Don’t be annoying
  • 32. REMARKETING ● “I was just on that website!” (they know)
  • 33. GOOGLE CONTENT NETWORK ● Have Google Ads on your blog?
  • 34. MEDIA BUYS ● ● ● ● Typically larger volume Endless array of exchange networks, or Go direct to website owner Easy start: BuySellAds.com
  • 35. MOBILE
  • 36. Pros: ● Large audience ● Location aware Cons: ● Noisy Tools: ● [ in-network ]
  • 37. MOBILE ADS ● Be eye-catching ● Don’t be annoying This is what annoying looks like =>
  • 38. ADMOB ADS ● Be eye-catching ● Don’t be annoying
  • 39. IN-GAME ADS ● Be interesting ● Be worth talking about ● Word-of-mouth works in-game as well
  • 40. EMAIL
  • 41. Pros: ● Less noisy Cons: ● Less real estate Tools: ● [ in-network ]
  • 42. GMAIL ADS ● Be eye-catching
  • 43. VIDEO
  • 44. Pros: ● High engagement Cons: ● High Production Cost Tools: ● [ in-network ]
  • 45. YOUTUBE ADS ● Be engaging ● Avoid the “skip”
  • 46. POP QUIZ Why is YouTube the 2nd largest search engine? A. Endless stream of “how to” videos B. TheLonelyIsland C. JennaMarbles D. Cats googleblog.blogspot.com/2012/06/usinglarge-scale-brain-simulations-for.html
  • 47. WHERE TO LEARN MORE ● youtube.com ● google.com/onlinechallenge/dmc ● open2study.com/courses/online-advertising ● google.com/ads/learn/market-online.html
  • 48. SUM IT UP ● ● ● ● ● ● Be where your customers hang out Newbie? start with Search or Social Use “I Need Help” process for campaigns Go where the data leads Tune each campaign profitable (EPC) Then, outspend your competition!
  • 49. Questions? Feedback? chris@mohritz.co

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