HOW-TO:
FIND INSTANT SOURCES
OF PROFITABLE TRAFFIC
FOR YOUR WEBSITE
An Introduction to Online Advertising

+Chris Mohritz ...
OUR JOURNEY
● Delivering on the promise
● Spectrum of options
Goals:
1. Provide a framework to build campaigns
2. Introduc...
LIST OF OPTIONS BASED ON...

“A Guide to Online Ad Types and Formats”
wordstream.com/online-ads
THE PROMISE
Find Instant Sources Of Profitable
Traffic For Your Website
“INSTANT”
● Paid ads typically get traffic within minutes
● vs. months to build organic traffic

Note:
SEM = Paid search t...
“PROFITABLE”
● The goal for each campaign is profitability
● profit/sale - cost/sale = $1.00+
● Drop all non-profitable ca...
“YOUR WEBSITE”
Preferably…
● A property you own
● A page dedicated to each campaign
● Page attached a blog (myblog.com/lan...
“SOURCES”
Where do your customers hang out?
What’s the best way to reach them?
● Search Ads
● Social Ads
● Banner Ads
● Mo...
THE “I NEED HELP” PROCESS
Constructing a campaign to drive traffic...
● Step 1: Spotlight their “Big A** Problem”
● Step 2...
SEARCH
Pros:
● Immediate results
● Rapid changes
● Great for testing
● Mature platforms
● Plenty of coupons
Cons:
● Can be expens...
GOOGLE SEARCH ADS
● Intent targeting
● Keyword-based
BING SEARCH ADS
● Intent targeting
● Keyword-based
YAHOO SEARCH ADS
● Intent targeting
● Keyword-based
SOCIAL
Pros:
● Highly-targeted
● Interactive (most)
● Great for testing
Cons:
● Noisy
● New platforms

Tools:
● [ in-network ]
● ...
FACEBOOK MARKETPLACE
● Persona targeting
● Demographics-based

facebook.com/advertising
FACEBOOK PROMOTED POSTS
● Your posts

facebook.com/advertising
FACEBOOK SPONSORED STORIES
● Your follower’s posts

facebook.com/advertising
FACEBOOK EXCHANGE
● Remarketing (external sites)

facebook.com/advertising
TWITTER PROMOTED ACCOUNT
● Get Followers

ads.twitter.com
TWITTER PROMOTED TWEETS
● Get Engagement

ads.twitter.com
TUMBLR ADS
●
●
●
●

Mobile Post
Web Post
Radar
Spotlight

tumblr.com/business/advertise
REDDIT ADS

reddit.com/ad_inq
PINTEREST ADS
● Promoted Pins
● Experimental

business.pinterest.com/promoting-pins
INSTAGRAM ADS
● Testing

business.instagram.com/blog
VINE ADS
● Roll Your Own

fastcompany.com/3019652/dialed/6-of-the-most-creative-clever-uses-of-vine-in-marketing
DISPLAY ADS
Pros:
● Highly scalable
● Mature platform
Cons:
● Less forgiving
● Research intensive

Tools:
● [ in-network ]
● quantcast...
PLAIN OL’ BANNER ADS
● Be eye-catching

Nothing beats a good headline.
Create curiosity, get the click =>
VIDEO BANNERS
● Be eye-catching
● Don’t be annoying
REMARKETING
● “I was just on that website!” (they know)
GOOGLE CONTENT NETWORK
● Have Google Ads on your blog?
MEDIA BUYS
●
●
●
●

Typically larger volume
Endless array of exchange networks, or
Go direct to website owner
Easy start: ...
MOBILE
Pros:
● Large audience
● Location aware
Cons:
● Noisy

Tools:
● [ in-network ]
MOBILE ADS
● Be eye-catching
● Don’t be annoying

This is what annoying looks like =>
ADMOB ADS
● Be eye-catching
● Don’t be annoying
IN-GAME ADS
● Be interesting
● Be worth talking about
● Word-of-mouth works in-game as well
EMAIL
Pros:
● Less noisy
Cons:
● Less real estate

Tools:
● [ in-network ]
GMAIL ADS
● Be eye-catching
VIDEO
Pros:
● High engagement
Cons:
● High Production
Cost

Tools:
● [ in-network ]
YOUTUBE ADS
● Be engaging
● Avoid the “skip”
POP QUIZ
Why is YouTube the 2nd largest search engine?
A. Endless stream of “how to” videos
B. TheLonelyIsland
C. JennaMar...
WHERE TO LEARN MORE
● youtube.com
● google.com/onlinechallenge/dmc
● open2study.com/courses/online-advertising

● google.c...
SUM IT UP
●
●
●
●
●
●

Be where your customers hang out
Newbie? start with Search or Social
Use “I Need Help” process for ...
Questions?
Feedback?
chris@mohritz.co
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HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website

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Paid internet ads are a compelling source of website traffic because they produce almost immediately and are very effective at targeting the right audience for your message. But should you use paid search or paid social ads? Banner ads? PPC? CPC? media buys? The number of choices can be overwhelming. Join us for an introductory workshop on navigating the options and finding the best source of profitable traffic for your website.

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HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website

  1. 1. HOW-TO: FIND INSTANT SOURCES OF PROFITABLE TRAFFIC FOR YOUR WEBSITE An Introduction to Online Advertising +Chris Mohritz | chris@mohritz.co | #IdeaToOperations
  2. 2. OUR JOURNEY ● Delivering on the promise ● Spectrum of options Goals: 1. Provide a framework to build campaigns 2. Introduce a list of sources to choose from We’ll jump right in Feel free to ask about my background after session
  3. 3. LIST OF OPTIONS BASED ON... “A Guide to Online Ad Types and Formats” wordstream.com/online-ads
  4. 4. THE PROMISE Find Instant Sources Of Profitable Traffic For Your Website
  5. 5. “INSTANT” ● Paid ads typically get traffic within minutes ● vs. months to build organic traffic Note: SEM = Paid search traffic (artificial ranking) SEO = Organic search traffic (natural ranking)
  6. 6. “PROFITABLE” ● The goal for each campaign is profitability ● profit/sale - cost/sale = $1.00+ ● Drop all non-profitable campaigns Note: CPC (PPC) = you’re billed per click CPM = you’re billed per 1000 impressions
  7. 7. “YOUR WEBSITE” Preferably… ● A property you own ● A page dedicated to each campaign ● Page attached a blog (myblog.com/landing1) ● Keyword-optimized ● “No Bounce”-optimized ● Conversion-optimized ● Analytic tracking installed
  8. 8. “SOURCES” Where do your customers hang out? What’s the best way to reach them? ● Search Ads ● Social Ads ● Banner Ads ● Mobile Ads ● Email Ads ● Video Ads
  9. 9. THE “I NEED HELP” PROCESS Constructing a campaign to drive traffic... ● Step 1: Spotlight their “Big A** Problem” ● Step 2: Validate BAP with 3rd-party data ● Step 3: Give BAP another poke ● Step 4: Show them “Light at End of Tunnel” Ad Landing Page Sales Page scienceofbusiness.com/i-need-help-theory-of-constraints-mafia-marketing
  10. 10. SEARCH
  11. 11. Pros: ● Immediate results ● Rapid changes ● Great for testing ● Mature platforms ● Plenty of coupons Cons: ● Can be expensive Tools: ● [ in-network ] ● spyfu.com ● adwords.google. com/ko/KeywordPlanner
  12. 12. GOOGLE SEARCH ADS ● Intent targeting ● Keyword-based
  13. 13. BING SEARCH ADS ● Intent targeting ● Keyword-based
  14. 14. YAHOO SEARCH ADS ● Intent targeting ● Keyword-based
  15. 15. SOCIAL
  16. 16. Pros: ● Highly-targeted ● Interactive (most) ● Great for testing Cons: ● Noisy ● New platforms Tools: ● [ in-network ] ● hootsuite.com ● topsy.com
  17. 17. FACEBOOK MARKETPLACE ● Persona targeting ● Demographics-based facebook.com/advertising
  18. 18. FACEBOOK PROMOTED POSTS ● Your posts facebook.com/advertising
  19. 19. FACEBOOK SPONSORED STORIES ● Your follower’s posts facebook.com/advertising
  20. 20. FACEBOOK EXCHANGE ● Remarketing (external sites) facebook.com/advertising
  21. 21. TWITTER PROMOTED ACCOUNT ● Get Followers ads.twitter.com
  22. 22. TWITTER PROMOTED TWEETS ● Get Engagement ads.twitter.com
  23. 23. TUMBLR ADS ● ● ● ● Mobile Post Web Post Radar Spotlight tumblr.com/business/advertise
  24. 24. REDDIT ADS reddit.com/ad_inq
  25. 25. PINTEREST ADS ● Promoted Pins ● Experimental business.pinterest.com/promoting-pins
  26. 26. INSTAGRAM ADS ● Testing business.instagram.com/blog
  27. 27. VINE ADS ● Roll Your Own fastcompany.com/3019652/dialed/6-of-the-most-creative-clever-uses-of-vine-in-marketing
  28. 28. DISPLAY ADS
  29. 29. Pros: ● Highly scalable ● Mature platform Cons: ● Less forgiving ● Research intensive Tools: ● [ in-network ] ● quantcast.com
  30. 30. PLAIN OL’ BANNER ADS ● Be eye-catching Nothing beats a good headline. Create curiosity, get the click =>
  31. 31. VIDEO BANNERS ● Be eye-catching ● Don’t be annoying
  32. 32. REMARKETING ● “I was just on that website!” (they know)
  33. 33. GOOGLE CONTENT NETWORK ● Have Google Ads on your blog?
  34. 34. MEDIA BUYS ● ● ● ● Typically larger volume Endless array of exchange networks, or Go direct to website owner Easy start: BuySellAds.com
  35. 35. MOBILE
  36. 36. Pros: ● Large audience ● Location aware Cons: ● Noisy Tools: ● [ in-network ]
  37. 37. MOBILE ADS ● Be eye-catching ● Don’t be annoying This is what annoying looks like =>
  38. 38. ADMOB ADS ● Be eye-catching ● Don’t be annoying
  39. 39. IN-GAME ADS ● Be interesting ● Be worth talking about ● Word-of-mouth works in-game as well
  40. 40. EMAIL
  41. 41. Pros: ● Less noisy Cons: ● Less real estate Tools: ● [ in-network ]
  42. 42. GMAIL ADS ● Be eye-catching
  43. 43. VIDEO
  44. 44. Pros: ● High engagement Cons: ● High Production Cost Tools: ● [ in-network ]
  45. 45. YOUTUBE ADS ● Be engaging ● Avoid the “skip”
  46. 46. POP QUIZ Why is YouTube the 2nd largest search engine? A. Endless stream of “how to” videos B. TheLonelyIsland C. JennaMarbles D. Cats googleblog.blogspot.com/2012/06/usinglarge-scale-brain-simulations-for.html
  47. 47. WHERE TO LEARN MORE ● youtube.com ● google.com/onlinechallenge/dmc ● open2study.com/courses/online-advertising ● google.com/ads/learn/market-online.html
  48. 48. SUM IT UP ● ● ● ● ● ● Be where your customers hang out Newbie? start with Search or Social Use “I Need Help” process for campaigns Go where the data leads Tune each campaign profitable (EPC) Then, outspend your competition!
  49. 49. Questions? Feedback? chris@mohritz.co

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