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Emerging Paid Search Platforms - Mobile & Facebook
 

Emerging Paid Search Platforms - Mobile & Facebook

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Mobile advertising works best for inexpensive, low-consideration products. ...

Mobile advertising works best for inexpensive, low-consideration products.
The key attraction of mobile advertising is that with less money and the same type of traffic, you will reach an audience which may be untapped and not found on the bigger search engines!

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  • other search engines will charge considerably less per click, yet often feed the same quality of traffic to your web site. Less money but about the same trafficyou will reach an audience which may be untapped which are not found on the bigger search enginesYou may also be getting a jump on your competition who are not covering thishttp://www.searchenginejournal.com/8-great-paid-search-engines-beyond-google-yahoo-askcom-and-msn/6001/
  • http://www.emarketer.com/Results.aspx?dsNav=Rpp:25,N:703-878&xsrc=TopicsPanel
  • Generally speaking, mobile advertising works best for inexpensive, low-consideration products as people are looking to consume information fairly quicklyDownloading music, finding places to dine, Ordering a Quick Meal, Purchasing Movie Tickets, etc.Choose specific mobile devices like the Android phone, iPhone/iPod touch and palm webOS or a specific carrier like At&T, Sprint, etc.Searchers will not be typing up a storm. Target shorter queries that people can easily type on their phones. Voice SearchPeople may share desktops or computers. Mobiles are more personal and hence gives a better reflection of persons individuality. Users tend to click on targeted ads more on mobile phones since metrics like ad awareness, message association and purchase intent is better conveyed here
  • These networks attract a higher proportion of brand advertising, paid for on CPM basisThey tend to be medium-sized, with a higher proportion of premium publishers (i.e. big-traffic mobile sites of well-known brands, perhaps newspapers, broadcasters or operator portals), some on exclusive relationshipsA lot of advertising will still be blind, but for a premium price you may be able to buy a specific spot on a site of your choice. Costs vary considerably – quotes can be as high as US $20 CPMPerformance advertising is also available – and in some cases, search advertising (based on key words) – paid for by CPCSome networks offer cost per action/acquisition (CPA) – where the advertiser only pays if the customer clicks through and then buys, signs up etc.
  • Premium networks attract big brand advertisers who are prepared to pay premium prices to secure the prime locations on top-tier mobile destinationshttp://mobithinking.com/mobile-ad-network-guide
  • http://mobithinking.com/blog/best-mobile-ad-network
  • http://www.getmemedia.com/ideas/case-study-mobile-delivers-explosive-results-for-get-smart/microsoft-advertising-ltd.html
  • Geography / OperatorRegionDemographic
  • AdMob is a part of mobile advertising services offered by Google after Google’s acquisition of AdMobOne of Fast Company’s top 10 most innovative companies in advertising and marketing, Admob has been serving mobile ads since 2005. These guys specialize in iPhone and Android ads, and they’re really, really good. And, Admob has a pretty impressive mobile analytics beta out now
  • http://www.trafficspaces.com/blog/2009/03/17/when-it-comes-to-text-ads-a-picture-says-a-thousand-words/What’s the difference between a  Facebook text ad and a Google text ad? Well it is simple really. Google ads are plain old text ads whilst Facebook ads have little pictures attached that help to illustrate the text.Personally, I love picture text ads. I think they are a great way for advertisers to grab people’s attention and convey a message to their target audience in a way that a plain old text ad just can’t do anymore.In our ad management system – Trafficspaces, we made a conscious decision to support Picture in Text Ads by default. It was a no-brainer. Here are the two main reasons why:1. Ad BlindnessPlain Old Text Ads are ubiquitous and have lost their novelty. There are way too many of them across the web and after a while, they all tend to look the same.  This is bad news for advertisers. Pay Per Click or no Pay Per Click, advertisers are interested in results.  If people are just going to “not see” the ads, then they are a waste of time for both publisher and advertiser.2. The Craigslist EffectI’m not sure if you experience this as well. Whenever I search for something on Craigslist, or any other classified listings site, I always tend to seek out the ads that have pictures first. It is just instinctive. Sometimes, I even amend the search tool to only show ads with pictures.It isn’t surprising. Our perceptive senses are highly tuned towards pictures over text. Why spend time reading a whole load of text when you can get the same message with a picture.
  • An easy way to look at it is to understand that in Google you’re targeting people that are further down the sales funnel while Facebook targets the entire conversion funnel that includes demand harvesting demand generation.

Emerging Paid Search Platforms - Mobile & Facebook Emerging Paid Search Platforms - Mobile & Facebook Presentation Transcript

  • Emerging Paid Search Platforms:Mobile & Facebook
  • New players in the Game!
    MIVA (also own SearchFeed)
    Facebook Ads
    Looksmart
    GoClick
    Superpages
    Search123.com
    MySpace
    7Search
    Mobile/Tablet Advertising Platforms
  • PAID SEARCH MOBILE MARKETING
  • Lets have a look at Past Trends!
  • Increase In Adoption Rate of Smart phones Means Mobile Advertising Will Gain Momentum!
  • Introduction To Mobile Advertising
  • How is it Different from Traditional Paid Search?
    Mobile user intent
    Targeting options
    Shorter queries
    Higher Positioning
    Interactivity like ‘Click-to-Call’ or ‘Click-to-SMS’
    Wasted Clicks will be High
  • TYPES OF MOBILE ADVERTISING NETWORKS
  • Blind Network
    They serve a high volume of advertising to an extensive base of mostly independent mobile publishers
    They offer plenty of options for targeting such as by country and content channels (news, sports etc), but do not allow advertisers to choose specific Websites
    Types of Advertising Models available:
    • Cost per click (CPC)
    • Run Of Network (RON) (i.e. no targeting)
    • Cost per thousand impressions (CPM)
  • A lot of advertising is blind, but for a premium price you may be able to buy a specific spot on a site of your choice. Costs vary considerably – quotes can be as high as US $20 CPM
    In some cases, search advertising (based on key words) – paid for by CPC
    Some networks offer cost per action/acquisition (CPA)
    Premium Blind Network
  • Premium Networks
    They focus on a limited number of prestige publishers – mobile operators and big-name destinations
    The predominant (maybe only) pricing model is CPM, as the majority of campaigns are brand advertising
    Publishers should expect to receive a majority share of advertising revenue, perhaps 50–70 percent. Although, deals are usually negotiated on a case-by-case basis
  • What’s The Best Mobile Ad Network For You?
    Where do you want to advertise?
    What type of publisher do you want?
    Do you want to pay for clicks or eyeballs?
    Do you want budget or top of the range?
    How precise do you want to be?
    Tools to track and optimize the campaign
    Return on investment
    How wide do you want to throw the net?
  • DIFFERENT PLATFORMS FOR PAID MOBILE ADVERTISING
  • State level targeting is also possible
    CPCs are slightly lower
    (Text ads – 0.03
    Image ads - $0.04 min bid)
    Traffic Distribution high in Asia (54%) and North America (18%)
    Only country level targeting possible
    CPCs are higher as compared to InMobi
    ($0.04 min bid)
    Traffic Distribution high in North America (43%) and Asia (33%)
  • Case Study : Awareness Campaign by msn for the movie ‘Get Smart’
    Exposure to the mobile launch
    campaign increased awareness
    of the film by 21% points
    The campaign delivered dramatic increases in both recommendation intent, which rose 22% points & viewing interest, which increased
    by 21% points
    the percentage of respondents
    planning to see Get Smart,
    rose by 17% points
  • Create Ad Groups
  • Targeting – Type of Mobile
  • admob Analytics
  • What’s Next?
    AdMob network now supports more than 80,000 applications and websites through its network, which was only 50,000 in the start of the current year
    Full screen ads on tablets & smart phones developed using HTML 5
    Double-click for publishers for rich media ads
  • Facebook Paid Advertising
  • Facebook Paid Advertising
    Facebook without a doubt is one of the hottest web properties in today’s market
    ComScore released its Q1 2011 online display advertising market report, which said that 1.1 trillion display ads were delivered to U.S. internet users during the quarter. And 31% of those ads (346 billion) were served by Facebook. That’s an 8% increase in market share since Q3 of last year.
  • What are Facebook Ads?
    Facebook ads are demographically targeted text and image ads that can target users based on a variety of variables including likes, age, sex, schooling, relationship status etc.
  • Types Of Ads
    Facebook Ads allow you to easily advertise a destination on Facebook such as
    • Your own website
    • Page
    • Event
    • Application
  • 1: Promoting your website
    If you're promoting a specific product or offer, your destination URL will drive people to the product or offer page on your website.
  • 2: Promoting a Facebook Page
    Facebook Ads for Pages include a "Like" link where people can choose to connect immediately with your Facebook Page without leaving the page they are viewing. In addition to connecting to your Page by clicking the "Like" link, people can choose to click through to your Page from the ad.
  • 3: Promoting a Facebook Event
    Do you want to drive more awareness?
    Facebook Ads for Events not only allow you to increase distribution to your Event beyond your friends list, they also require an RSVP link in the ad. These ads allow users to RSVP to your Event without leaving the page they are viewing.
  • 4: Promoting a Facebook App
    Facebook Ads help you drive engagement at a much larger scale
    People will be directed to your app when they click on your ad
    Great way to promote your ad to the right audience
  • Social Element in Ads
    When users who view these ads "Like" your Page from the ad, or click through to your Page, a story will automatically be created on the user's profile page and possibly even their friends' News Feeds, generating free distribution for you.
  • Make Interesting Ads
    As Facebook continues to grow ad impressions, your CTR will likely decrease
    The best way to combat this is ad freshness. Avoid continually showing Facebook users the same ad over and over again. They’ll simply grow blind to your ad and your CTR will drop
    Keep trying fresh images &
    messages. See what
    works best and then
    create new variations
    of that ad
  • Search v/s Facebook Ads
    A Picture says a Thousand Words!
  • Facebook Ads v/s Search
  • Targeting On Facebook
    Think about your target customer(s) for the product or service you are advertising:
    Age Range
    Interests
    Sex
    Education & Work Place
    Location
    Language
    Relationship Status
  • Interests Targeting
    Interest targeting allows advertisers to target users based on information they’ve provided in their profile. This includes listed likes and interests, the Pages they like, Apps they use, and other profile content they’ve provided.
    Suggested likes & interests
  • Age Targeting
    Birth dates are required when people register on Facebook. This is useful for advertisers because you can target people within a particular age range such as 18 - 45 or you may target a specific age such as people who are 21
    Exact Age Match Targeting
  • Connections Targeting
    Connections are people who like a Page or Group that you are an administrator of, RSVP'd to an event you hosted, or authorized an application you own.
  • Advanced Demographics Targeting
  • Education & Workplace Targeting
    Target specific colleges & universities
  • Birthday Targeting
    • Another interesting targeting filter is birthday targeting, which allows you to target people on their birthday.
    • If you choose birthday targeting, your ad will be delivered to users in your target audience on their birthday.
  • Relationship & Interested in
    Target people based on relationship status and the gender they are interested in.
  • What to Expect?
    Positives
    • Better targeting options
    • Low CPC and CPM bids
    • Strengthens brand loyalty
    • Good advertising medium for not very popular products
    Negatives
    • Limited tracking options ( No way of tracking leads)
    • Decrease in CTR in the course of time
    • Limited Retargeting
  • Thank You!
  • Talk To Our Experts!
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    http://www.convonix.com | T: +1 909 525 4071 | info@convonix.com