How Native Advertising Can Make Your Content Work Harder
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Performance Marketing Insights London 2014 (PMILDN) aka "Native Advertising: The Secret Weapon of Content Marketing"
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How Native Advertising Can Make Your Content Work Harder
- 1. How Native Advertising Can Make Your Content Work Harder KAIZEN
- 2. KAIZEN MEET KAIZEN! WHO ARE WE? • We deliver Search & Content Marketing for SMEs • Led SEO Accounts for SMEs & Global Brands" inc. Thomas Cook, Symantec & British Gas. • Based in Central London • Conference Speakers & Training Providers at Brighton SEO," Search London, SMD Warsaw & Performance MI OUR VALUES • Continuous Improvement (the Japanese philosophy of ‘Kaizen’) • Straight-Talking • Obsessive Attention to Detail
- 3. WHAT IS NATIVE ADVERTISING?! “Native Advertising let’s you promote your branded content to people who will instantly love it, as they are targeted based on their interests” KAIZEN
- 6. WHAT YOU NEED TO FOCUS ON! KAIZEN CONTENT ADVERTISING SOCIAL ADVERTISING
- 7. TRAVEL SITE KAIZEN CONTENT ADVERTISING SOCIAL ADVERTISING INTEREST TARGETED
- 8. WHY IS NATIVE ADVERTISING AWESOME?! • Advertising that’s in the context of a users experience • Drive traffic/impressions from a relevant, already engaged audience • It’s subtle, unobtrusive advertising • You’re giving value to the user • Cost effective (start from £0.06 cpc) • It works great alongside content marketing & SEO campaigns (earn shares/links/engagements) KAIZEN
- 9. THE MATT CUTTS SEAL OF APPROVAL! KAIZEN ADVERTISING" (NoFollow, Dynamic URLs) SHARES ORGANIC LINKS
- 10. KAIZEN EXAMPLES (GOOD, BAD & UGLY)
- 11. KAIZEN ADVERTORIALS! MEDIA BUY - £10k+
- 12. KAIZEN SPOTIFY SPONSORED PLAYLISTS! MEDIA BUY - £5K+
- 13. GONE WRONG: WE’RE INCREASING PRICES BUT KAIZEN WE’LL KEEP YOU WARM THIS WINTER!
- 14. GONE WRONG: THE ATLANTIC ‘LOVES’ SCIENTOLOGY! KAIZEN
- 15. KAIZEN MY EXPERIMENTS! • Could Native Advertising = correlation of shares & links? • 5 x Campaigns on SME Clients • 5 x Different Networks • Small Budgets (Average £150 Per Campaign) • No Other Outreach Tactics Used • Measured on a Cost Per Link & Share basis " (Using SharedCount.com & Majestic Bulk Backlink Checker)
- 17. KAIZEN TEST #1 - OUTBRAIN! • PORTFOLIO: – Food – Sport – Travel" • AVERAGE CPC: £0.15 • MINIMUM SPEND: £6 " • SELF-MANAGED DASHBOARD
- 18. TEST #1 – THE LAZY HOSTESS! ASSET = 15 x RECIPES KAIZEN
- 19. KAIZEN
- 20. KAIZEN TEST #1 – RESULTS! • CLIENT: Babe Scott • SPEND: £300 • IMPRESSIONS: 3,292,740 • CLICKS: 2170" • BOOK SALES: 1 • SHARES: 56 (£5.80 Cost Per Share) • DOMAIN LINKS: 1, NoFollow (£300 Cost Per Link)
- 21. KAIZEN WHAT WENT WRONG?! • Quality content, but awful layout & structure • Lots of advertising, distracting call to actions • It didn’t encourage people to link / share
- 22. TEST #2 – TWO LITTLE FLEAS! ASSET = VIDEO LIST KAIZEN
- 23. KAIZEN TEST #2 - TABOOLA! • PORTFOLIO: – News (UK Focus) – Lifestyle & Entertainment – Travel • AVERAGE CPC: £0.09 • MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER) • ACCOUNT MANAGER PROVIDED
- 24. OMG!! KAIZEN
- 25. KAIZEN TEST #2 - RESULTS! • CLIENT: Two Little Fleas • SPEND: £70 • IMPRESSIONS: 439,560 • CLICKS: 320 • DOMAIN LINKS: 13 (£5.38 COST PER LINK) • SHARES: 504 (£0.14 COST PER SHARE)
- 26. KAIZEN TEST #3 – 10 ZIG! ASSET = COUNTDOWN CLOCK
- 27. KAIZEN TEST #3 - NRELATE! • SPECIALISM: – Technology – Digital – News (US Focus) • AVERAGE CPC: £0.09 • MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER) • ACCOUNT MANAGER PROVIDED
- 28. KAIZEN TEST #3 – RESULTS! • CLIENT: 10 ZiG • SPEND: £120 • IMPRESSIONS: 1,967,213 • CLICKS: 1333 • DOMAIN LINKS: 19 (£6.32 COST PER LINK) • SHARES: 608 (£0.20 COST PER SHARE)
- 30. FACEBOOK ADVERTISING – OBJECTIVE BASED! SELF-MANAGED DASHBOARD Platform Cost Model Min Spend Avg. CPE/C/V Avg. CPS Facebook CPC/CPE £1 £0.13 CPC / 0.19 CPE £6.05 https://facebook.com/ads/ KAIZEN
- 31. FACEBOOK ADVERTISING – PAGE POST ADS! KAIZEN PAY-PER-ENGAGEMENT (OR CLICKS) PAY FOR EACH " CLICK/LIKE/SHARE OR COMMENT https://facebook.com/ads/
- 32. FACEBOOK ADVERTISING – PAGE POST ADS! KAIZEN PAY-PER-ENGAGEMENT (OR CLICKS) TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS https://facebook.com/ads/
- 33. ! FACEBOOK POST ADS: ADVANCED TIPS! • Create Multiple Ads and A/B Test Ad Set • Structure the Headline as a Call to Action (website link, question) • Tag Pages/People/Hashtags if relevant to increase engagement • Use the Power Editor – https://www.facebook.com/ads/manage/powereditor/ – Set a Manual Conversion Spec – Optimise for ‘Likes’ " [{"ac&on.type":["like"],"page":["451346298255265"],"post":["742747142448511"]}] -‐ hCp://Eppc.com/adver&sing/get-‐the-‐interac&ons-‐you-‐want-‐facebook-‐conversion-‐specs/ – Use Custom Audiences & Lookalikes (Target based on Email Lists) KAIZEN • Add a Conversion Pixel to Measure Goals – https://www.facebook.com/ads/manage/convtrack/
- 34. FB POST ADS - IMAGE BEST PRACTICES! KAIZEN • 1200 x 630 Pixels" http://bit.ly/ogimagekaizen • Overlay Your Headline • Max 20% Limit on Text " https://www.facebook.com/help/468870969814641
- 35. TEST #4 – FACEBOOK POST ADS! ASSET = VIDEO GALLERY KAIZEN
- 36. KAIZEN TEST #4 – RESULTS! • CLIENT: Two Little Fleas • SPEND: £296 • IMPRESSIONS: 20,407 • CLICKS: 260 • DOMAIN LINKS: 4 (£74 COST PER LINK) • SHARES: 96 (£3 COST PER LIKE)
- 37. KAIZEN
- 38. TWITTER ADVERTISING – OBJECTIVE BASED! SELF-MANAGED DASHBOARD Platform Cost Model Min Spend Avg. CPE/C/V Avg. CPS Twitter CPE £1 £0.31 £4.76 https://ads.twitter.com/ KAIZEN
- 39. TWITTER ADVERTISING – PROMOTED TWEETS! KAIZEN PAY-PER-ENGAGEMENT PAY FOR EACH " CLICK/RETWEET/SHARE OR FOLLOW http://ads.twitter.com/
- 40. TWITTER ADVERTISING – PROMOTED TWEETS! KAIZEN TARGET KEYWORDS / #! PAY-PER-ENGAGEMENT http://ads.twitter.com/ TARGET @ FOLLOWERS!
- 41. TWITTER ADS – ADVANCED TIPS! KAIZEN • Run Follower Campaigns – Avoid Keywords • Don’t include Hashtags / @Handles if trying to drive people to the content URL – Twitter charges for any type of click around the tweet • A/B Testing – Run at least 5 Tweets and Segment Your Tweets and Target Different Keyword Sets / Followers for Each • Use Twitter Cards for Lead Gen, App Installs & Content Clicks" https://dev.twitter.com/docs/cards/validation/validator
- 42. TEST #5 – PROMOTED TWEETS! ASSET = B2B INFOGRAPHIC KAIZEN
- 43. KAIZEN TEST #5 – RESULTS! • CLIENT: Travel Out There • SPEND: £100 • IMPRESSIONS: 16,527 • CLICKS: 128 • DOMAIN LINKS: 17 (£5.88 COST PER LINK) • RETWEETS: 21 DIRECT + 1204 EARNED" (0.08p TOTAL CPS / £4.76 DIRECT)
- 44. KAIZEN NAILED IT
- 45. But why did it work? KAIZEN
- 46. KAIZEN CURATED VIDEO PLAYLIST! ASSET = VIDEO LIST
- 47. KAIZEN JAVASCRIPT CLOCK! ASSET = COUNTDOWN CLOCK
- 48. THE SECRET TO SUCCESS IN CONTENT • 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. KAIZEN ADVERTISING!
- 49. KAIZEN THE ART OF THE HEADLINE! John Caples, US School of Music (1926)
- 50. KAIZEN UPWORTHY’S HEADLINE PROCESS! http://www.slideshare.net/Upworthy/how-to-make- that-one-thing-go-viral-just-kidding
- 51. KAIZEN APPSUMO – A/B HEADLINES PLUGIN! http://www.appsumo.com/headlines/
- 52. 10 HEADLINE FORMATS YOU NEED TO TRY! “How To” “Why” “Which” “Who Else” “Wanted” “This” “Because” “If” KAIZEN “Advice” 5/10/25/50/100 (Use Numbers)
- 53. 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 KAIZEN read word-by-word.” - JAKOB NIELSEN
- 54. 7 DESIGN HACKS TO GET A USERS ATTENTION 1. Host the Content on a Seperate Micro-Site 2. Unique Look & Feel, No Corporate Brand Colours/Typography 3. Below The Fold Client Logo 4. Break Content into Digestible Chunks – Lists, Sub-Headings, Tons of KAIZEN Paragraph Breaks 5. Visualise Every Detail (Animated GIFs, Photos, Data Viz) 6. Add a ‘Share on X’ plugin to Images" http://codecanyon.net/item/social-image-hover-for-wordpress/ 2270775 7. Use a ‘Tweet This’ Plugin on Quotes" http://premium.wpmudev.org/blog/wordpress-tweet-this-plugins/ 8. Always have an embed code (iFrame or image thumbnail)
- 55. USE OPEN GRAPH TAGS TO INCREASE CTR! • Open Graph Tags let you pre-populate text & rich media on Facebook, Twitter & LinkedIn KAIZEN – OG:Type – OG:Locale – OG:Title – OG:Publisher – OG:Description – OG:Image (1200px by 630px ideal for Facebook)" • Twitter Card Tags – Twitter:card (summary_large_image) – Twitter:site – Twitter:domain – Twitter:creator – Twitter:title – Validator: https://dev.twitter.com/docs/cards/validation/validator/ http://ogp.me/
- 56. ANALYSING YOUR CAMPAIGN PERFORMANCE! KAIZEN PRE & POST CAMPAIGN • Have Cost Per Share & Cost Per Link Targets • Measure Time On Site, Bounce Rate, Goals • Measure Social Shares – http://www.sharedcount.com/ • Measure Root Domain Links – Majestic Bulk URLs or NetPeak Checker" http://netpeak.us/soft/netpeak-checker/" http://www.majesticseo.com/reports/bulk-backlink-checker ONGOING • Create Multiple Ads & A/B Test to improve CTR, Quality Score & Engagement Rate • Try different headlines, images, ad copy, open graph tags • Calculate your average (or ideal) visitor time, bounce rates, CTR, CPC/E/V, Engagement Rate & Goal Conversions – STRIP AWAY THE NON-PERFORMERS, FAST • Always be testing - ‘What can I be doing differently?’
- 57. KAIZENSEARCH.CO.UK/PMI-LONDON KAIZEN Thank You!! !! PRESENTATION LINK:! Get in Touch: @petecampbell" pete@kaizensearch.co.uk" http://www.kaizensearch.co.uk/
- 58. KAIZEN 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
Editor's Notes
- This is the story of my experiments in Native Advertising and why it’s the secret weapon of my content marketing approach.
- This is an awesome infographic that gives you an overview of every major publisher or network that offers native advertising – everyone’s at it. There will be €2.27B spent on it this year globally You can promote images, articles, videos, links directly and even playlists
- This is an awesome infographic that gives you an overview of every major publisher or network that offers native advertising – everyone’s at it. There will be $3.1 billion spent on it this year globally You can promote images, articles, videos, links directly and even playlists
- There is 3 formats: - Content Advertising: where branded content is Advertised as ‘Related Link’ within articles on big publishers like Mashable & CNN - Social Advertising: Advertising in users newsfeeds on Twitter & Facebook
- And this is what it looks like – Here You can see a Travel Brand advertising a blog post about Gap Years via Taboola on The Huffington Post and a Promoted Tweet from a Users Newsfeed, who has been targeted based on their interests, in this case, charitable causes.
- All the content advertising does is give you exposure, the links are all dynamic and no follow. In turn, this exposure leads to natural social shares which is a catalyst for organic links.
- There is 3 formats: - Content Advertising: where branded content is Advertised as ‘Related Link’ within articles on big publishers like The Daily Mail & MSN - Social Advertising: Advertising in users newsfeeds on Twitter, Facebook & LinkedIn - Advertorials: Which of course - nobody in this room, ever heard of or ever used, or especially if you work for Interflora. Good, moving on
- MY EXPERIMENT I wanted to find to out if Content Advertising led to a correlation of links and shares. I ran 3 different campaigns, each on a different network on a shoestring budget No other outreach tactics so it was a fair test I measured it all on a Cost Per Link & Share basis using SharedCount & Majestic’s SEO bulk URL tools
- There is 3 formats: - Content Advertising: where branded content is Advertised as ‘Related Link’ within articles on big publishers like The Daily Mail & MSN - Social Advertising: Advertising in users newsfeeds on Twitter, Facebook & LinkedIn - Advertorials: Which of course - nobody in this room, ever heard of or ever used, or especially if you work for Interflora. Good, moving on
- My first test was on Outbrain. Outbrain is a great network is dip your toes into Content Advertising as it only has a minimum spend of £6 and can be completely self-managed online
- I ran a campaign on my Food Client, The Lazy Hostess, to help promote the launch of her new book. She created a series of 15 recipes, and we advertised it on BIG Food Publishers via Outbrain. It thought going to work like a charm and earn me a ton of links and shares as it was good content, advertised in the right place BUT. That didn’t happen, the campaign failed, massively. I ended up feeling a little bit like this lady
- For £300 we only got 56 shares and 1 link, which was no follow What a waste of time
- My client asked, what went wrong? Once I stepped back – it was obvious We had quality content, but the user was being distracted by all the advertising and other call to actions. Also, it didn’t encourage people to link or share it
- So I went back to the drawing board and decided to take a different approach This time, I advertised a list of crazy marriage proposal I made for Two Little Fleas, an bingo website, to celebrate Valentines Day. Hosted content on a separate landing page with its own look & feel… meaning your attention is completely focused on the content Broke the content up into easily digestable chunks, similar to Buzzfeed HTML Embed Codes
- We ran it on Taboola, perfect for this audience as it has a lot of UK Newspapers and Entertainment sites on the books. The key difference with Taboola is a minimum purchase order of £600, but you can spread this over multiple clients – I ran this campaign for £70 We hit the go button and then something really interesting happened
- It got covered on the Huffington Post, which is a massive link
- Overall, it earnt 13 links and 500 socials – that’s a cost per link of only £5. that’s only a crazy £5 a link and also got over 500 social shares
- Next, I created a Countdown Clock to celebrate the death of Windows XP support for my technology client, 10 ZiG
- We used nRelate, which is perfect for the this type of content. who have a number of technology and US-focused sites. Similar setup to before.
- It did ever better with 19 links and 600 social shares. The cost per link was slightly higher, but we’re still only talking a £6 a link
- There is 3 formats: - Content Advertising: where branded content is Advertised as ‘Related Link’ within articles on big publishers like The Daily Mail & MSN - Social Advertising: Advertising in users newsfeeds on Twitter, Facebook & LinkedIn - Advertorials: Which of course - nobody in this room, ever heard of or ever used, or especially if you work for Interflora. Good, moving on
- Facebook let’s you promote a post from your clients page and you can pay.. Pay Per Engagement.. Which is defined as a click, comment, like You can also pay per click on Facebook, which is where you pay for just the traffic, the engagement option has worked better for me The main USP of Facebook Ads is the creepily good targeting..
- Facebook let’s you promote a post from your clients page and you can pay.. Pay Per Engagement.. Which is defined as a click, comment, like You can also pay per click on Facebook, which is where you pay for just the traffic, the engagement option has worked better for me The main USP of Facebook Ads is the creepily good targeting..
- For example, I decided to have a look at how many guys in Warsaw like Justin Bieber, apparently it’s 32,000. I have no idea why.. Wow, that’s a big number, but each to there own I guess.
- This was what I tested it on, a image gallery randomator
- The results sucked.. We got 15 shares total and 0 links.
- The results sucked.. We got 15 shares total and 0 links.
- Facebook let’s you promote a post from your clients page and you can pay.. Pay Per Engagement.. Which is defined as a click, comment, like You can also pay per click on Facebook, which is where you pay for just the traffic, the engagement option has worked better for me The main USP of Facebook Ads is the creepily good targeting..
- Twitter! Similar to Facebook, you pay on a CPE
- You can target keywords people use in their tweets or search for and the followers of certain accounts. This is a nice way to get on the radar of really big influencers
- Promoted a infographic for a B2B Travel Client
- And it did awesome! We got covered on Inc.com & Business Insider – 2 big b2b publications. The interesting thing is, like Facebook the cost per RT was actually quite expensive – but Twitter earns you a ton of indirect additional shares off the back of those initial retweets
- At this point, I felt I had pretty much nailed this. But I wanted to figure out why it was working so well.
- The content we launched wasn’t mind-blowing, it was just a simple video playlist and a countdown clock.
- It then hit me, The content didn’t need to be great, just packaged well The success was because each had ‘clicky’ headlines, clever formatting & encouraged people to link to it.
- This headline formula, first used in 1926 is the driving force behind most of today’s viral content. It works so well as it Strikes an Emotion – Makes You Curious, Puts The Reader in the Frame and Inspires Confidence
- Upworthy.com A/B test 25 different headline variations before settling on which to run with. These are the formats that have worked best for me.
- Upworthy.com A/B test 25 different headline variations before settling on which to run with. These are the formats that have worked best for me.
- Upworthy.com A/B test 25 different headline variations before settling on which to run with. These are the formats that have worked best for me.
- According to study by Neilsen, 79% of users only skim read content. You need to grab a users attention by using lists, sub-headings, visualising each point. If it’s text heavy, use paragraph breaks to not overall whelm people.
- “Our Customers Do Not Use Capital Letters or Center Text”
- Fail fast, this probably won’t work the first time you try it Use the headline & formatting tricks I outlined Measure everything. Have Cost Per Link & Cost Per Share Targets Measure Page-Flow, Bounce Rate & Time on Site Strip away the non-performers, fast