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.

1. HOW-TO:
FIND INSTANT SOURCES
OF PROFITABLE TRAFFIC
FOR YOUR WEBSITE
An Introduction to Online Advertising
+Chris Mohritz | chris@mohritz.co | #IdeaToOperations

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. LIST OF OPTIONS BASED ON...
“A Guide to Online Ad Types and Formats”
wordstream.com/online-ads

4. THE PROMISE
Find Instant Sources Of Profitable
Traffic For Your Website

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. “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. “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. “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. 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. SEARCH

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. GOOGLE SEARCH ADS
● Intent targeting
● Keyword-based

13. BING SEARCH ADS
● Intent targeting
● Keyword-based

14. YAHOO SEARCH ADS
● Intent targeting
● Keyword-based

15. SOCIAL

16. Pros:
● Highly-targeted
● Interactive (most)
● Great for testing
Cons:
● Noisy
● New platforms
Tools:
● [ in-network ]
● hootsuite.com
● topsy.com

17. FACEBOOK MARKETPLACE
● Persona targeting
● Demographics-based
facebook.com/advertising

18. FACEBOOK PROMOTED POSTS
● Your posts
facebook.com/advertising

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

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

21. TWITTER PROMOTED ACCOUNT
● Get Followers
ads.twitter.com

22. TWITTER PROMOTED TWEETS
● Get Engagement
ads.twitter.com

23. TUMBLR ADS
●
●
●
●
Mobile Post
Web Post
Radar
Spotlight
tumblr.com/business/advertise

24. REDDIT ADS
reddit.com/ad_inq

25. PINTEREST ADS
● Promoted Pins
● Experimental
business.pinterest.com/promoting-pins

26. INSTAGRAM ADS
● Testing
business.instagram.com/blog

27. VINE ADS
● Roll Your Own
fastcompany.com/3019652/dialed/6-of-the-most-creative-clever-uses-of-vine-in-marketing

28. DISPLAY ADS

29. Pros:
● Highly scalable
● Mature platform
Cons:
● Less forgiving
● Research intensive
Tools:
● [ in-network ]
● quantcast.com

30. PLAIN OL’ BANNER ADS
● Be eye-catching
Nothing beats a good headline.
Create curiosity, get the click =>

31. VIDEO BANNERS
● Be eye-catching
● Don’t be annoying

32. REMARKETING
● “I was just on that website!” (they know)

33. GOOGLE CONTENT NETWORK
● Have Google Ads on your blog?

34. MEDIA BUYS
●
●
●
●
Typically larger volume
Endless array of exchange networks, or
Go direct to website owner
Easy start: BuySellAds.com

35. MOBILE

36. Pros:
● Large audience
● Location aware
Cons:
● Noisy
Tools:
● [ in-network ]

37. MOBILE ADS
● Be eye-catching
● Don’t be annoying
This is what annoying looks like =>

38. ADMOB ADS
● Be eye-catching
● Don’t be annoying

39. IN-GAME ADS
● Be interesting
● Be worth talking about
● Word-of-mouth works in-game as well

40. EMAIL

41. Pros:
● Less noisy
Cons:
● Less real estate
Tools:
● [ in-network ]

42. GMAIL ADS
● Be eye-catching

43. VIDEO

44. Pros:
● High engagement
Cons:
● High Production
Cost
Tools:
● [ in-network ]

45. YOUTUBE ADS
● Be engaging
● Avoid the “skip”

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. WHERE TO LEARN MORE
● youtube.com
● google.com/onlinechallenge/dmc
● open2study.com/courses/online-advertising
● google.com/ads/learn/market-online.html

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. Questions?
Feedback?
chris@mohritz.co