Successfully reported this slideshow.

PPC beyond Search new ad formats, Display, Social at SES Chicago 2010

786 views

Published on

This conference was presented by Guillaume Bouchard : PPC beyond Search new ad formats, Display, Social during SES Chicago conference.

Published in: Technology
  • Be the first to comment

PPC beyond Search new ad formats, Display, Social at SES Chicago 2010

  1. 1. STRATÉGIE INTERACTIVE – 55 AVENUE MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6 Pay-Per-Click Beyond Search: New Ad Formats, Display, Social SES CHICAGO 2010 1
  2. 2. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM TRADITIONAL PPC 2 Keyword Search Information Seeking
  3. 3. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL PPC 3 More Passive Fun Seeking
  4. 4. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM USER INTENTION & WHAT PRODUCES THE AD AdWords (KW Search) YouTube (KW Search) StumbleUpon (Interest) Facebook (Demographics) 4 FUNFUN INFOINFO FUNFUN INFOINFO FUNFUN FUNFUN
  5. 5. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM YOUTUBE PPC OVERVIEW > Integrated with AdWords system > Promoted Videos are the real PPC > Appearing in Video Search Results > Variable rate (CPC) 5
  6. 6. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM STUMBLEUPON PPC OVERVIEW > User-Interest and Demographics Driven > The Content Is The Ad > Flat Rate ($0.05 per view) 6
  7. 7. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM FACEBOOK PPC OVERVIEW > Socially-Driven (Increased Engagement) > Targeted by Passively Selected Interests > Internal and external pointing ads > Variable Rate (Based on Demographics) 7
  8. 8. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM TRADITIONAL PPC VS SOCIAL PPC SO, WHAT’S DIFFERENT ABOUT SOCIAL PPC? > Cheaper (Less Saturated) > Not as immediately, active search targeted > Potentially more demographically targeted > More visual > More shareable, intrinsically viral 8
  9. 9. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM ADDED SOCIAL VALUE You are advertising on the sharing platform itself. 9
  10. 10. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM YOUTUBE STRATEGIES > Interesting Content • More than just a commercial > Attractive Ad Text • Encourage YouTube action (Subscribe, Video Response, Comments, etc.) • Draw inspiration from (COPY) similar content and videos and their ads > Keyword Research • AdWords and YouTube keyword tools • Understand the entertainment-seeking audience • Auto-fill suggestions • Other user tags as keywords > Thumbnails 10
  11. 11. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM STUMBLEUPON STRATEGIES > Interesting Content • Get to know the site, satisfy the voters • Don’t advertise the homepage of your product or service • Content above the fold > Promotion • Organic support (get votes and positive reviews!) > Response • Monitor feedback (at least 60%) • Adjust later campaigns in response to votes > Don’t Abuse the System! • NO: Duplicate submissions, incorrect categories, obvious ad buy tracking codes in URLs, time-sensitive offers, affiliate marketing-driven pages, etc. 11
  12. 12. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM FACEBOOK STRATEGIES > Attractive, Clickable Ads • Draw inspiration from (COPY) ads advertising related products • Change up the ad details regularly to keep the campaign fresh • The more specific the targeted demographic, the better • Maintain as high a CTR as possible > Attractive Picture > Impression Consideration • Run ads at night > Destination Page • High quality, targeted landing page • Make sure you track conversions 12
  13. 13. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM StumbleUpon YouTube Facebook TRACKING & ANALYTICS 13
  14. 14. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM KEY SOCIAL AND TRADITIONAL PPC OVERLAP > Methodology > Tracking • ROI • Tweaks & Adjustments > Quality Ad Copy 14
  15. 15. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM CONCLUDING NOTES & GENERAL STRATEGIES > Know What You’re Getting Yourself Info • More than with AdWords, you’ve started a conversation • Damage Control • Brand Monitoring > Go Big. Combine! • Multi-platform assault • Overlapping social PPC > Have fun! 15
  16. 16. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM MERCI! 16 > EMAIL GBOUCHARD@NVISOLUTIONS.COM > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG Find us on Twitter (@NVI, @GuillaumeSEO) or Facebook

×