DRIVING TRAFFIC WITH
PAID ADVERTISING
Making the Most of New Tools & Trends
Caitlin Kaluza | @qcait | AMA UHD Conference
F...
Friday, October 18, 13
LET’S TALK...
1. Setting Strategic Goals
2. Finding Your Audience
3. Platform Choices
4. AB Testing
5. Tips & Tricks

Phot...
“Make it simple, but significant“
Friday, October 18, 13

- Don Draper
SETTING GOALS

Friday, October 18, 13
STEP 1: PUT YOURSELF IN THEIR
SHOES
1. Demographics
2. Their Pain Points
3. Behavior - Where
do they hang out?
4. When?

P...
Start with Standards - Then
Test for Yourself

Source: mashable.com/2012/06/26/marketers-failing-twitter-study/

Friday, O...
STEP 2: DEFINE A CONVERSION

1. How will you define
success?
2. How can you measure it?
3. Are you set up to track it?

Fr...
EXAMPLE CONVERSIONS

Friday, October 18, 13
STEP 3: SET EXPECTATIONS

• This Takes Time
• Marketing is Never “Over”
• Your Website... It’s Alive!

Photo credit: flickr...
STEP 4: WHERE
IN THE BUYING
CYCLE ARE
THEY?

smartinsights.com/wp-content/uploads/
2012/02/inbound-marketing-funnel.jpg
Fr...
Your Website is Your Mothership.
Photo Credit: flickr.com/photos/68428932@N00/4690601431/
Friday, October 18, 13
Friday, October 18, 13
Where are you sending people?

formstack.com/the-anatomy-of-a-perfect-landing-page
Friday, October 18, 13
LANDING PAGE TIPS

• Grab them with the Headline
• Clear call to action
• Third party validation
• Keep it as simple as yo...
Friday, October 18, 13
Friday, October 18, 13
Tools in Your Toolkit

Friday, October 18, 13
Search Network

Friday, October 18, 13
Why pay?

1+1=3

Friday, October 18, 13
Search Network
Be there when
they’re searching
for you
2%-4% CTR

1. Bid on Keywords

3. Pay for Clicks Only

2. Quality S...
THE LONG TAIL OF MARKETING

Friday, October 18, 13
GOOGLE KEYWORD TOOL

Friday, October 18, 13
Display Network

Friday, October 18, 13
Text Ads
Image Ads
Video Ads

Friday, October 18, 13
Display Network
Branding Impressions to
a Targeted Audience
0.1% CTR

1. Bid on Keywords
Your ads show next to content
con...
1. 16% Market Share
2. Less Competition
Tends to be Cheaper
3. Long Tail Tends to work
4. Demographics Skew Older
(Default...
Search Engine Relationships

bruceclay.com/serc.htm

Friday, October 18, 13
SOCIAL
ADVERTISING

Friday, October 18, 13
Friday, October 18, 13
FACEBOOK
ADVERTISING

Friday, October 18, 13
With 1.11B MAU, Facebook accounts for

90%

of all time spent social networking

Friday, October 18, 13
• Users are 40-150 times more likely to consume
your content on their newsfeed than your page

• Facebook determines newsf...
• Target based on
•

•

personal interests
3 Types:
• Boost post
• Sponsored
Story
• Paid ad
Average CTR is
low (~0.05%)

...
Friday, October 18, 13
FACEBOOK: ANATOMY

Friday, October 18, 13
comScore

Friday, October 18, 13
Ad Content Strategy

• Think social
• Think FUN
• Think low barrier to entry
• Start small
• Target by Demographic
• Consi...
Friday, October 18, 13
TWITTER
ADVERTISING

Friday, October 18, 13
Friday, October 18, 13
PAID ADS
• Full-Service
• Promoted Accounts, Tweets and Trends
• Customer Service Rep
• Self-Service
• Promoted Accounts a...
PAID ADS

Friday, October 18, 13
Ad Content Strategy

• Keep it short
• Keep it timely
• Users are 5x more likely to share news
• Use images and links

Fri...
• > 1B unique visitors each month
• Nielsen: YouTube reaches more US adults age
18-34 than any cable network

• YouTube is...
PAID ADS
• Standard In-Stream - :15 or :30 long

“commercials”
• TrueView - Can be longer, can skip after 5
seconds

Frida...
CONTENT STRATEGY

• Make it entertaining - don’t want it to
“feel like an ad”
• Create different versions at different
len...
Friday, October 18, 13
Friday, October 18, 13
businessinsider.com/chart-of-the-day-where-do-linkedin-users-work-2012-2
Friday, October 18, 13
PAID ADS
Marketing Solution
• Display and social ads
• Dedicated account rep
• Guaranteed inventory
and delivery
• CPM
• M...
PAID ADS
Self-Serve Ads

• Text ads w/ image
• CPM or CPC
• No minimum spend

Friday, October 18, 13
CONTENT STRATEGY

• Target by industry/position
• Professional development
• Give download/free offer
• Be careful of ad f...
PAID ADS

Friday, October 18, 13
WHAT ABOUT
NEW
NETWORKS?

Friday, October 18, 13
FIND YOUR AUDIENCE
http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
Friday, October 18, 13
AB Testing

Flickr credit: flickr.com/photos/53921113@N02/5645102295/
Friday, October 18, 13
A B
vs.

A/B Testing with Google Analytics Content Experiments
Friday, October 18, 13
Social Media Tracking Tools
Tip: Add + on the end of
any bit.ly URL to see stats

Friday, October 18, 13
Heat Map Tools with
CrazyEgg.com
Friday, October 18, 13
AB TESTING TIPS

• Start with best practices and test from
there

• Test one thing at a time
• Give it time
• Measure your...
QUESTIONS?

slideshare.net/schipul
blog.schipul.com
@schipul
Friday, October 18, 13

CAITLIN KALUZA
Marketing Manager
@qca...
Driving Traffic to your Website with Paid Advertising - AMA UHD Conference
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Driving Traffic to your Website with Paid Advertising - AMA UHD Conference

  1. 1. DRIVING TRAFFIC WITH PAID ADVERTISING Making the Most of New Tools & Trends Caitlin Kaluza | @qcait | AMA UHD Conference Friday, October 18, 13
  2. 2. Friday, October 18, 13
  3. 3. LET’S TALK... 1. Setting Strategic Goals 2. Finding Your Audience 3. Platform Choices 4. AB Testing 5. Tips & Tricks Photo Credit: flickr.com/photos/duncanh1/9047426263/ Friday, October 18, 13
  4. 4. “Make it simple, but significant“ Friday, October 18, 13 - Don Draper
  5. 5. SETTING GOALS Friday, October 18, 13
  6. 6. STEP 1: PUT YOURSELF IN THEIR SHOES 1. Demographics 2. Their Pain Points 3. Behavior - Where do they hang out? 4. When? Photo Credit: flickr.com/photos/luchilu/633923159 Friday, October 18, 13
  7. 7. Start with Standards - Then Test for Yourself Source: mashable.com/2012/06/26/marketers-failing-twitter-study/ Friday, October 18, 13
  8. 8. STEP 2: DEFINE A CONVERSION 1. How will you define success? 2. How can you measure it? 3. Are you set up to track it? Friday, October 18, 13
  9. 9. EXAMPLE CONVERSIONS Friday, October 18, 13
  10. 10. STEP 3: SET EXPECTATIONS • This Takes Time • Marketing is Never “Over” • Your Website... It’s Alive! Photo credit: flickr.com/photos/bagaball/6957682511 Friday, October 18, 13
  11. 11. STEP 4: WHERE IN THE BUYING CYCLE ARE THEY? smartinsights.com/wp-content/uploads/ 2012/02/inbound-marketing-funnel.jpg Friday, October 18, 13
  12. 12. Your Website is Your Mothership. Photo Credit: flickr.com/photos/68428932@N00/4690601431/ Friday, October 18, 13
  13. 13. Friday, October 18, 13
  14. 14. Where are you sending people? formstack.com/the-anatomy-of-a-perfect-landing-page Friday, October 18, 13
  15. 15. LANDING PAGE TIPS • Grab them with the Headline • Clear call to action • Third party validation • Keep it as simple as you can, but as complex as it needs to be • Always be testing Friday, October 18, 13
  16. 16. Friday, October 18, 13
  17. 17. Friday, October 18, 13
  18. 18. Tools in Your Toolkit Friday, October 18, 13
  19. 19. Search Network Friday, October 18, 13
  20. 20. Why pay? 1+1=3 Friday, October 18, 13
  21. 21. Search Network Be there when they’re searching for you 2%-4% CTR 1. Bid on Keywords 3. Pay for Clicks Only 2. Quality Score x Bid determine placement 4. Target by Geography & Device Friday, October 18, 13
  22. 22. THE LONG TAIL OF MARKETING Friday, October 18, 13
  23. 23. GOOGLE KEYWORD TOOL Friday, October 18, 13
  24. 24. Display Network Friday, October 18, 13
  25. 25. Text Ads Image Ads Video Ads Friday, October 18, 13
  26. 26. Display Network Branding Impressions to a Targeted Audience 0.1% CTR 1. Bid on Keywords Your ads show next to content containing those Keywords 2. Can define specific placements and topics 3. Pay for Clicks Only 4. Target by Geography, Device, Demographics 5. Sites include: Gmail, Apps, Mashable.com, Buzzfeed.com, Cracked.com, The Weather Channel, etc. Friday, October 18, 13
  27. 27. 1. 16% Market Share 2. Less Competition Tends to be Cheaper 3. Long Tail Tends to work 4. Demographics Skew Older (Default Search Engine) Friday, October 18, 13
  28. 28. Search Engine Relationships bruceclay.com/serc.htm Friday, October 18, 13
  29. 29. SOCIAL ADVERTISING Friday, October 18, 13
  30. 30. Friday, October 18, 13
  31. 31. FACEBOOK ADVERTISING Friday, October 18, 13
  32. 32. With 1.11B MAU, Facebook accounts for 90% of all time spent social networking Friday, October 18, 13
  33. 33. • Users are 40-150 times more likely to consume your content on their newsfeed than your page • Facebook determines newsfeed content with their algorithm Edgerank, based on: • Your personal interaction with that user and type • Friday, October 18, 13 of content Your network’s interaction
  34. 34. • Target based on • • personal interests 3 Types: • Boost post • Sponsored Story • Paid ad Average CTR is low (~0.05%) Friday, October 18, 13
  35. 35. Friday, October 18, 13
  36. 36. FACEBOOK: ANATOMY Friday, October 18, 13
  37. 37. comScore Friday, October 18, 13
  38. 38. Ad Content Strategy • Think social • Think FUN • Think low barrier to entry • Start small • Target by Demographic • Consider how you use Facebook Friday, October 18, 13
  39. 39. Friday, October 18, 13
  40. 40. TWITTER ADVERTISING Friday, October 18, 13
  41. 41. Friday, October 18, 13
  42. 42. PAID ADS • Full-Service • Promoted Accounts, Tweets and Trends • Customer Service Rep • Self-Service • Promoted Accounts and Tweets • Only pay for what works (when someone clicks, replies, RTs) Friday, October 18, 13
  43. 43. PAID ADS Friday, October 18, 13
  44. 44. Ad Content Strategy • Keep it short • Keep it timely • Users are 5x more likely to share news • Use images and links Friday, October 18, 13
  45. 45. • > 1B unique visitors each month • Nielsen: YouTube reaches more US adults age 18-34 than any cable network • YouTube is the second largest search engine Friday, October 18, 13
  46. 46. PAID ADS • Standard In-Stream - :15 or :30 long “commercials” • TrueView - Can be longer, can skip after 5 seconds Friday, October 18, 13
  47. 47. CONTENT STRATEGY • Make it entertaining - don’t want it to “feel like an ad” • Create different versions at different lengths Friday, October 18, 13
  48. 48. Friday, October 18, 13
  49. 49. • > 200M Users • > 2.5M Company Pages • Supports paid ads via Premium Display ads, Sponsored inMail and Sponsored Updates Friday, October 18, 13
  50. 50. Friday, October 18, 13
  51. 51. businessinsider.com/chart-of-the-day-where-do-linkedin-users-work-2012-2 Friday, October 18, 13
  52. 52. PAID ADS Marketing Solution • Display and social ads • Dedicated account rep • Guaranteed inventory and delivery • CPM • Minimum spend is $25K/ 3 months Friday, October 18, 13
  53. 53. PAID ADS Self-Serve Ads • Text ads w/ image • CPM or CPC • No minimum spend Friday, October 18, 13
  54. 54. CONTENT STRATEGY • Target by industry/position • Professional development • Give download/free offer • Be careful of ad fatigue Friday, October 18, 13
  55. 55. PAID ADS Friday, October 18, 13
  56. 56. WHAT ABOUT NEW NETWORKS? Friday, October 18, 13
  57. 57. FIND YOUR AUDIENCE http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/ Friday, October 18, 13
  58. 58. AB Testing Flickr credit: flickr.com/photos/53921113@N02/5645102295/ Friday, October 18, 13
  59. 59. A B vs. A/B Testing with Google Analytics Content Experiments Friday, October 18, 13
  60. 60. Social Media Tracking Tools Tip: Add + on the end of any bit.ly URL to see stats Friday, October 18, 13
  61. 61. Heat Map Tools with CrazyEgg.com Friday, October 18, 13
  62. 62. AB TESTING TIPS • Start with best practices and test from there • Test one thing at a time • Give it time • Measure your success Friday, October 18, 13
  63. 63. QUESTIONS? slideshare.net/schipul blog.schipul.com @schipul Friday, October 18, 13 CAITLIN KALUZA Marketing Manager @qcait

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