Choosing the right Native Advertising Partner with Search Influence

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Choosing the right Native Advertising Partner with Search Influence

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Choosing the right Native Advertising Partner with Search Influence

  1. 1. 7/10/2014 1 Scalable solutions powered by experts! @w2scott ABOUT SEARCH INFLUENCE Helping customers successfully market online since 2006 through searche p g cus o e s success u y a e o e s ce 006 oug sea c engine optimization (SEO), social media, paid online advertising, and reputation management. Search Influence • 70+ in-house employees • 40+ contract writers • Google AdWords & Analytics Certified Staff Reputation • 2011 Inc. 500 honoree • 2012 & 2013 Inc. 5000 honoree • 2013 Inc. Hire Power Award Winner • Certified Google Partner • Recognized leader in search and social for local business • Over a decade in online media @searchinfluence Choosing the Right Partner
  2. 2. 7/10/2014 2 OUR TEAM @searchinfluence • First website online in 1994 WILL SCOTTABOUT ME • Deployed over 2,500 customized web sites in 18 months (with a production staff of 12). • Former Vice President of YPsolutions • Deployed over 300 online yellow pages a year with print “look and feel” • Part of team which took SprintPart of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 month (in 2005) • Preaching the Gospel of Facebook Ads for local business since 2009 • Produced more than 150,000 pages of web copy in 2013 @w2scott Choosing the Right Partner
  3. 3. 7/10/2014 3 BUILDING A COMPANY THAT SCALES @searchinfluence comScore March 2013 Top US Web Properties MOST VISITED SITES Google Sites Yahoo! Sites Microsoft Sites FacebookFacebook Amazon Sites http://goo.gl/ZiSwq @searchinfluence Choosing the Right Partner
  4. 4. 7/10/2014 4 Most Searched comScore March 2013 Top Google Web Searches MOST SEARCHES facebook youtube yahoo yahoo mailyahoo mail facebook login http://goo.gl/YMjcI @searchinfluence “If you don’t like change, you’re going to like irrelevance even less.” David F. Jakielo Choosing the Right Partner
  5. 5. 7/10/2014 5 @searchinfluence THE OPPORTUNITY “ ti t thi $2b“… estimates see this as a ~$2b opportunity for newspapers by 2016, accounting for ~40-50% of all digital revenue.” - BIA Kelsey @searchinfluence Choosing the Right Partner
  6. 6. 7/10/2014 6 STEADY SHIFT TOWARD DIGITAL MEDIA 11.Source: BIA Kelsey 2014 MEDIA SHARE OF USAGE VS. SHARE OF AD DOLLARS 12. Source: KPCB Internet Trends Report 2014 Choosing the Right Partner
  7. 7. 7/10/2014 7 NATIVE ADVERTISING POPULARITY IS GROWING • Publishers • Social Platforms • Brands • Agencies • Technology NATIVE ADVERTISING: PROS Choosing the Right Partner
  8. 8. 7/10/2014 8 NATIVE ADVERTISING CAMPAIGNS: CRITICAL ELEMENTS FOR SUCCESS • Transparency & trust • Content strategy • Collaboration • Earned component • Content portability • Training • Ability to scale • Measurement Image source: https://flic.kr/p/5z71rH According to IAB’s Native Advertising Playbook 2014 TYPES OF NATIVE AD UNITS • In feed units • Paid search units • Recommendation units • Promoted listings • In-ad with native element units • Can’t be contained Choosing the Right Partner
  9. 9. 7/10/2014 9 Includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets. US Digital Sponsorship Ad Spending Owned & Earned Media Channels Continue to Gain Traction SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS Choosing the Right Partner
  10. 10. 7/10/2014 10 Frequency of Updating Online Properties SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT Ways Business’ Online Properties Are Integrated SMB Content Integration a Work in Progress Choosing the Right Partner
  11. 11. 7/10/2014 11 CONTENT MARKETING @searchinfluence TYPES OF CONTENT WE PRODUCE  Website content Website content  Optimized business descriptions  Neighborhood / community guides  Vertical guides  Sponsored editorial content  Infographics  Blogging  Newsletters E il k ti i E-mail marketing campaigns  Press releases  Social media posts  White papers  Journalistic editorial content  Video  More… Choosing the Right Partner
  12. 12. 7/10/2014 12 CONTENT EXAMPLES @searchinfluence NEIGHBORHOOD /NEIGHBORHOOD / VERTICAL GUIDES @searchinfluence Choosing the Right Partner
  13. 13. 7/10/2014 13 Content is Important @w2scott Choosing the Right Partner
  14. 14. 7/10/2014 14 Choosing the Right Partner
  15. 15. 7/10/2014 15 Content is Important / @searchinfluence Content is Important Choosing the Right Partner
  16. 16. 7/10/2014 16 Content is Important @searchinfluence ONLINE PRESS RELEASES Choosing the Right Partner
  17. 17. 7/10/2014 17 Choosing the Right Partner
  18. 18. 7/10/2014 18 NATIVE ADS - NEWSFEED @w2scott Choosing the Right Partner
  19. 19. 7/10/2014 19 Example Source: The Atlantic http://www.theatlantic.com/ Choosing the Right Partner
  20. 20. 7/10/2014 20 Example Source: The New York Times http://www.nytimes.com/ SPONSORED BLOGS @searchinfluence Choosing the Right Partner
  21. 21. 7/10/2014 21 Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/ Choosing the Right Partner
  22. 22. 7/10/2014 22 BLOG CONTENT VIDEO @searchinfluence Choosing the Right Partner
  23. 23. 7/10/2014 23 Great opportunity to Tell The Story And have customers tell their story Choosing the Right Partner
  24. 24. 7/10/2014 24 Contact Forms VIDEOS @searchinfluence Choosing the Right Partner
  25. 25. 7/10/2014 25 VIDEOS @searchinfluence VIDEOS @searchinfluence Choosing the Right Partner
  26. 26. 7/10/2014 26 VIDEOS @searchinfluence Example Source: The Atlantic http://www.theatlantic.com/video/ Choosing the Right Partner
  27. 27. 7/10/2014 27 Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/ Example Source: BuzzFeed http://www.buzzfeed.com/ Choosing the Right Partner
  28. 28. 7/10/2014 28 Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical NON-TRADITIONAL / B2B @searchinfluence Choosing the Right Partner
  29. 29. 7/10/2014 29 Choosing the Right Partner
  30. 30. 7/10/2014 30 INFOGRAPHICS SOCIAL CONTENT Choosing the Right Partner
  31. 31. 7/10/2014 31 SOCIAL CONTENT CONTENT CASE STUDY @searchinfluence Choosing the Right Partner
  32. 32. 7/10/2014 32 The History: • LocateADoc.com is a directory and lead generator for doctors across the US, National Medical Directory CONTENT SUCCESS: INFOGRAPHICS Canada and Mexico. In 2012, they went through a site redesign and they lost online authority. Site traffic also decreased by 52%. The Approach: • An aggressive SEO and content marketing strategy was implemented including monthly infographics. The Results: • How to Give Yourself a Breast Exam was published 10/24/2012. • LocateADoc.com reported 10/24/2012 to be their 2nd highest day of new patient leads since the new site launchedleads since the new site launched. Highlights (1 Month Later): • 2,496 pageviews to the Infographic • The average time visitors spent on the page was 00:10:54, which is 1,275% above site average • Referral site traffic increased 15.2% THANK YOU! wscott@searchinfluence.com searchinfluence.com/blog @w2scott Choosing the Right Partner

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