Using Paid Social & Native Ads to Amplify Reach (SMX London 2015)

MAY 21, 2015
Using Paid
Social And
Native Ads To
Amplify Reach
Pete Campbell
MD, Kaizen
@petecampbell

searchmarketingexpo.com
@PeteCampbell
kaizensearch.co.uk#SMX #23A1
SPOT THE
ADVERTISING

@PeteCampbell
DID YOU MISS
THIS ONE?

@PeteCampbell
WARNER’S SAFE CURE RAN THE FIRST
NATIVE AD IN 1870

@PeteCampbell
So, native advertising is
years old
145

@PeteCampbell
“Assuming people would more likely read
news stories – than adverts, businesses
began writing adverts in the form of news
copy. Newspaper editors agreed to print
them for money.”
Linda Lawson, 1988
THESE WERE CALLED ‘READING NOTICES’
Full Article: http://bit.ly/1HrFeiO

@PeteCampbell
BELL TELEPHONE
PAYS $1200 FOR
COVERAGE ON NYT
1886

@PeteCampbell
THE EDITORS ALWAYS HATED IT –
EVENTUALLY, NYT BANNED NATIVE
FOR OVER 50 YEARS

@PeteCampbell
NYT RUNS FIRST
ONLINE NATIVE AD
2014

@PeteCampbell
New York Times Sold
In Native Ads Last Year
$18 Million

@PeteCampbell

@PeteCampbell
http://triplelift.com/landscape/

@PeteCampbell
In-Feed Units
(aka Paid Social)
Recommendation
Widgets
Paid Search
(aka PPC)
Promoted Listings
(e.g. Amazon
Product Ads)
In-Ad Units
(Interactive
Display Ads)
Custom Content
(Infographics, Playlists)
THE 6 TYPES OF NATIVE ADS
* Italtic’s represent my view only IAB Playbook: http://bit.ly/1gzLtDh

@PeteCampbell
TRAVEL SITE
RECOMMENDATION WIDGETS
IN-FEED UNITS
INTEREST TARGETED

@PeteCampbell
Contextual
Advertising
Create
Social
Buzz
Generate
Leads
Amplify
Link
Building
WHY USE
NATIVE?

@PeteCampbell
MAY 21, 2015
Using Paid
Social And
Native Ads To
Amplify Reach
Pete Campbell
MD, Kaizen
@petecampbell

@PeteCampbell
PETE CAMPBELL
/ KAIZEN
•  Founder / Managing Director
•  Content Marketing & SEO specialists
•  “Rising Star of the Year” (Travolution Awards)
•  6+ Years in Agency & In-House Roles
•  Built first website at 11
•  Proud owner of a Game Boy Colour

@PeteCampbell
Get in Touch:
@petecampbell
pete@kaizensearch.co.uk
DOWNLOAD THESE SLIDES
KAIZENSEARCH.CO.UK/SMX-LONDON

@PeteCampbell
EXAMPLES (GOOD, BAD & UGLY)

@PeteCampbell
BUZZFEED + MINI
ADVERTORIAL

@PeteCampbell
SPOTIFY + OBAMA
SPONSORED PLAYLIST

@PeteCampbell
PRICE RISE +
FACEBOOK ADS =
BACKLASH

@PeteCampbell
THE ATLANTIC LOVES
SCIENTOLOGY

@PeteCampbell
BEST PRACTICES

@PeteCampbell
IN-FEED UNITS (PAID SOCIAL)
PAGE POST ADS PROMOTED TWEET

@PeteCampbell

@PeteCampbell
Average CPC £0.60 / $0.90 £0.10 / $0.15
Average CTR 0.07% 0.10%
Bounce Rate 85% 79%
Minimum Spend £6.50 / $10 £665 / $1000
Self-Selve Option Yes Yes
B2C Suitability Good Good
B2B Suitability Good OK
Top 5 Publishers
CNN, Yahoo!, The Guardian,
The Telegraph, Fast Company
Daily Mail, ViralNova, AOL,
HuffPost, Hearst Magazines
* Based on January to April 2015 Kaizen Data

@PeteCampbell
TRY USING WIDGETS FOR LEAD GENERATION
CTA AT THE BOTTOM OF
INFOGRAPHIC

@PeteCampbell
THE RESULTS
* 7 Days Data. Average C-T-L for Client is 5.9%
B2B CLIENT

@PeteCampbell
OR TO AMPLIFY YOUR LINK BUILDING / OUTREACH
B2C CLIENT

@PeteCampbell
Impressions 340,602
Clicks 2080
Spend £1,650
Domain Links 29
Cost Per Link £56.90
THE RESULTS

@PeteCampbell
FOCUS ON LISTS & VISUAL CONTENT
ü  Listicles (23 Reasons Native is Awesome)
ü  Infographics
ü  Quizzes
ü  How-To Content

@PeteCampbell
MAXIMISE CTR - A/B TEST HEADLINES & IMAGES
Create 3 x
Headlines &
Thumbnails
per URL

@PeteCampbell
CREATE AN AWESOME THUMBNAIL
ü  Close-Up Photos of People
ü  Use Celebrity Images if possible
ü  Avoid Using Icons, Illustrations & Logos
ü  Use Contrasting, Eye-Catching Colours
ü  400 x 300 Pixels Minimum

@PeteCampbell
GIVE EACH URL A SEPARATE CAMPAIGN FOR
BETTER AD ROTATION, CLICK / BUDGET SPREAD

@PeteCampbell
USE ADVANCED TARGETING OPTIONS
ü  Time of Day
ü  Retargeting Campaigns
ü  Geo-Targeting
ü  Device Targeting

@PeteCampbell
FOCUS ON MOBILE – 40%+ OF TABOOLA’S REVENUE

@PeteCampbell
IN FEED UNITS (PAID SOCIAL)

@PeteCampbell
Average CPC £0.35 / $0.53 £0.16 / $0.25
Minimum Spend £1 / $1.5 £1 / $1.5
Self-Selve Option Yes Yes
Demographic Targeting Good OK
Facebook CPC Nanigans Q1 2015: http://bit.ly/1Fdp9Nv
Twitter CPC AdParlor Q2 2014: http://bit.ly/1DuuP11
PAGE POST ADS PROMOTED TWEET

@PeteCampbell
FACEBOOK

@PeteCampbell
USE PAGE-POST ADS TO PROMOTE CONTENT
PAY-PER-ENGAGEMENT (OR CLICKS)
PAY FOR EACH
CLICK/LIKE/SHARE
OR COMMENT

@PeteCampbell
RIDICIOUSLY GOOD DEMOGRAPHIC TARGETING
PAY-PER-ENGAGEMENT (OR CLICKS)
TARGET BY DEMOGRAPHIC,
LOCATION & INTERESTS

@PeteCampbell
Max 80 Characters
66% Engagement Increase
1200 x 628 Pixels
USE A CTA
BUTTON
Open Graph Tags
25 Characters Max
‘The
Perfect
Ad’
Facebook Guidelines: http://on.fb.me/1JmMDTH
Jeff Bullas: http://bit.ly/19VD8E9

@PeteCampbell
CREATING THE PERFECT IMAGE
•  1200 x 630 Pixels
http://bit.ly/ogimagekaizen
•  Include a Call to Action
•  Overlay Your Headline
•  Max 20% Limit on Text
https://www.facebook.com/help/468870969814641

@PeteCampbell
OPTIMISE FOR ‘LIKES’ – MANUAL CONVERSION SPECS
[{"action.type":["like"],"page":[”PAGEID"],"post":[”POSTID"]}]
POWER EDITOR
USE THIS

@PeteCampbell
OPTIMISING FOR LIKES IN ACTION
VIDEO PLAYLIST / LISTICLE

@PeteCampbell
Impressions 20,407
Clicks 260 (£0.13 CPE)
Spend £296
Shares 96
Cost Per Share £3.08
THE RESULTS PAGE POST ADS

@PeteCampbell
CHEAPER TO BUY
96 X TESCO MEAL
DEALS FOR LIKES

@PeteCampbell
USE ADVANCED TARGETING OPTIONS
ü  Use the Power Editor – Edit in Bulk
https://www.facebook.com/ads/manage/powereditor/
ü  Create Multiple Ads and A/B Test Ad Set
ü  Use Partner Data
ü  Use Custom Audiences - Target based on Email Lists)
ü  Add a Conversion Pixel to Measure Goals
https://www.facebook.com/ads/manage/convtrack/

@PeteCampbell
TWITTER

@PeteCampbell
USE PROMOTED TWEETS TO PROMOTE CONTENT
PAY-PER-ENGAGEMENT
PAY FOR EACH "
CLICK/RETWEET/SHARE OR FOLLOW

@PeteCampbell
TWITTER ADVERTISING – PROMOTED TWEETS
PAY-PER-ENGAGEMENT
TARGET @ FOLLOWERS
TARGET KEYWORDS / #

@PeteCampbell
USE TWITTER CARDS TO MAXIMISE CTR
•  Promoted Cards
•  Lead Gen - Capture Email
•  Website - Drive Clicks to Content
•  Set Headline
•  Social Image
•  CTA Button
•  App Cards
•  Organic Cards
•  Get Approved - http://bit.ly/1jjwSw5
•  Card Types
•  Summary + Summary Image
•  Product
•  Photo / Video
•  Apps

@PeteCampbell
CREATING THE PERFECT PROMOTED TWEET
ü  Target followers over keywords = more engagement
ü  Ideal format: Question, Solution, Call to Action, Link.
ü  Don’t include Hashtags / @Handles if driving to a URL
ü  Run 5 x Tweets & Segment by targeting different keyword sets
ü  Add a Conversion Pixel to Measure Goals

@PeteCampbell
USING PROMOTED TWEETS TO AMPIFY LINK BUILDING
B2B CLIENT

@PeteCampbell
Clicks 128 (£0.78 CPE)
Spend £100
Domain Links 17 (£5.88 COST PER LINK)
Shares 21 Paid + 1204 Earned (8p COST PER SHARE)
THE RESULTS PROMOTED TWEET

@PeteCampbell
STUMBLEUPON

@PeteCampbell
USERS DISCOVER & VOTE UP
INTEREST-TARGETED CONTENT
HOW DOES STUMBLEUPON WORK?
Visual Content =
Highest Engagement

@PeteCampbell
TARGET BY DEMOGRAPHIC,
LOCATION & INTERESTS
AUDIENCE TARGETING

@PeteCampbell
USE STUMBLE ADS TO EARN A TON OF FREE TRAFFIC

@PeteCampbell
JUST SPEND £10 A DAY OVER A WEEK

@PeteCampbell
DESIGNING YOUR CONTENT

@PeteCampbell
THIS IS NOT GOOD ENOUGH – DON’T EVEN BOTHER
Interesting Jobs With Good Salaries
Published 21/05/2015 by Pete Campbell
Job Title: Ice Cream Taster
Salary: £39k ($60k) with unlimited free ice cream
Description: Evaluate ice cream in terms of taste, texture, smell, and other elements
Qualifications: You need a degree in food science to land this job not just a love for ice cream.
Job Title: Sommelier (aka Wine Expert)
Salary: £33k ($51k)
Description: Manages a business’ wine collection to offer clients recommendations and travels the world to
source new products
Qualifications: Training and certification programmes and years of training.
Job Title: Food Stylist
Salary: £50k ($77k)
Description: Prepare and style food for adverts and magazine shoots
Qualifications: A passion for food with a creative eye and demonstrable interest in the area through taking
courses and relevant qualifications.

@PeteCampbell
YOU NEED TO PACKAGE IT UP RIGHT
Clickbait Headline
Highly Visual
Branding in Footer
Increases Credibility

@PeteCampbell
YOU NEED TO PACKAGE IT UP RIGHT
Clickbait Headline
Highly Visual

@PeteCampbell
John Caples, US School of Music (1926)
CLICK-BAIT HEADLINES IN 1926

@PeteCampbell
TRY THESE 10 HEADLINE FORMATS
“How To”
“Why”
“Which”
“Who Else”
“Wanted”
“This”
“Because”
“If”
“Advice”
5/10/25/50/100
(Use Numbers)

@PeteCampbell
USABILITYHUB.COM – A/B TEST HEADLINES
http://simitator.com/generator/twitter

@PeteCampbell
UPWORTHY A/B TEST 25 HEADLINES
http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding

@PeteCampbell
TO MASSIVELY IMPROVE THEIR VISITS
http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding

@PeteCampbell
https://kingsumo.com/apps/headlines/
DO IT YOURSELF WITH KINGSUMO HEADLINES

@PeteCampbell
“We found 79 percent of our test
users always scanned any new
page they came across; only 16
percent read word-by-word.”
Jakob Neilsen
USERS DON’T READ CONTENT (THEY SCAN IT)

@PeteCampbell
DESIGN HACKS TO INCREASE ENGAGEMENT
ü  HOST CONTENT ON SEPARATE MICRO-SITE
ü  MINIMISE BRANDING
ü  BE DIGESTIBLE - USE LISTS, SUB-HEADINGS
ü  ADD VISUALS TO EVERY HEADING, PARAGRAPH
ü  ADD A ‘SHARE’ BUTTON TO IMAGES - http://bit.ly/1zYgUyI
ü  ADD A ‘TWEET THIS QUOTE’ BUTTON - http://bit.ly/1FlGtjz
ü  ‘ORIGINAL’ SOCIAL BUTTONS OVER ‘PRETTY’ ONES

@PeteCampbell
Use Open Graph Tags & Social Images
Pre-populate headlines, & rich media
on Facebook, Twitter & LinkedIn
You need these tags on your site:
•  OG:Type
•  OG:Locale
•  OG:Title
•  OG:Publisher
•  OG:Description
•  OG:Image (1200px by 628px)
http://ogp.me/

@PeteCampbell
ALWAYS HAVE AN EMBED CODE
EVEN IF IT’S JUST AN IFRAME OR EMBEDDABLE THUMBNAIL
http://builtvisible.com/embed-code-generator/

@PeteCampbell
READY FOR LIFTOFF

@PeteCampbell
Cost Per Click Cost Per Share
Bounce Rate Cost Per Link
Time On Site Click to Lead %
Pages Per Visit Click to Sale %
THE KPI’S TO MONITOR
DURING CAMPAIGN POST-CAMPAIGN ANALYSIS

@PeteCampbell
Contextual
Advertising
Create
Social
Buzz
Generate
Leads
Amplify
Link
Building
Enjoy
Success

@PeteCampbell
Thank You!
Get in Touch:
@petecampbell
pete@kaizensearch.co.uk
DOWNLOAD THESE SLIDES
KAIZENSEARCH.CO.UK/SMX-LONDON

Using Paid Social & Native Ads to Amplify Reach (SMX London 2015)

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