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Self-Serve Advertising
About Me
Josh Williams
Digital Marketing Director - Visibility and Conversions
josh@visibilityandconversions.com
843-450-6...
Google
Google AdWords
Google AdWords
Google AdWords – Account Structure
Account
Campaign
Ad Group
Keywords/
Targeting
Ads
Ad Group
Keywords/
Targeting
Ads
Camp...
Google AdWords – Text Ads
Traditional Text Ads Expanded Text Ads
Google AdWords - Display
• Google Display Network handles images, video, and text ads
• Standard Display Ad Requirements:
...
Google AdWords – Display – Responsive Ads
Google AdWords - Retargeting
• Retargeting can be done through Search, Display, and YouTube
• RLSA – remarketing lists for...
Google AdWords - Shopping
• Google Merchant Center:
• https://www.google.com/retail/merchant-center/
YouTube
• YouTube Ad Types:
• TrueView In-Stream – pre-roll
• Optional companion banner
• TrueView Video Discovery – searc...
Bing
Bing
• Why Bing?
• Lower CPCs
• Lower competition
• Higher (sometimes) ROI
• Get started quickly, import from AdWords
Bing
Bing
Google & Bing Tips
• Google AdWords Editor:
• https://support.google.com/adwords/editor/?hl=en#topic=3290839
• Bing Deskto...
Google & Bing Tips
• Create campaigns with a single network (i.e., Search, Display,
YouTube)
• Don’t run Search + Display ...
Facebook & Instagram
Facebook & Instagram
Facebook/Instagram – Objectives
• You can use manual bidding (set prices yourself).
• Facebook’s optimized bidding is usua...
Facebook/Instagram – Ad Types
• Carousel & Video ads doing very
well right now.
• Carousel panels can be discrete
ads or w...
Facebook/Instagram - Placement
• Facebook – Use a combination of
desktop and mobile feeds,
instant articles, and right col...
Facebook/Instagram Tips
• Set up Business Manager if you need to access multiple accounts or
have multiple people accessin...
Other Social Advertising
Other Social Advertising
• Twitter
• Promote Tweet, accounts, and trends
• Utilize Cards: https://dev.twitter.com/cards/ty...
Other Social Advertising - Considerations
• Good targeting is crucial!
• Utilize demographic data from Facebook and Google...
Using Email Lists
• Use email lists to build Audiences
• AdWords Customer Match
• Facebook Custom Audiences
• Create looka...
Other Self-Serve Platforms
Content Promotion
• Outbrain
• Taboola
• Zemanta
• Yahoo Gemini
• Reddit
• Stumble Upon
Other Self Serve Options
• Ad Networks
• AdBlade
• Advertising.com (AOL)
• BuySellAds.com
• Shopping/E-commerce
• Google/B...
Tips, Tricks & Ideas
• The more specific the targeting, the more expensive the impression
• Find balance between being too...
Resources
• Paid Search
• http://www.ppchero.com/
• http://www.beyondthepaid.com/
• http://www.thesempost.com/category/pay...
Questions?
Josh Williams
Digital Marketing Director - Visibility and Conversions
josh@visibilityandconversions.com
843-450...
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Self-Serve Advertising - Myrtle Beach Wordpress Meetup - December 2016

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Slide deck of my presentation at the December 2016 Myrtle Beach Wordpress Meetup. More info on the meetup here: https://www.meetup.com/Myrtle-Beach-WordPress-Meetup/

Published in: Business

Self-Serve Advertising - Myrtle Beach Wordpress Meetup - December 2016

  1. 1. Self-Serve Advertising
  2. 2. About Me Josh Williams Digital Marketing Director - Visibility and Conversions josh@visibilityandconversions.com 843-450-6762
  3. 3. Google
  4. 4. Google AdWords
  5. 5. Google AdWords
  6. 6. Google AdWords – Account Structure Account Campaign Ad Group Keywords/ Targeting Ads Ad Group Keywords/ Targeting Ads Campaign
  7. 7. Google AdWords – Text Ads Traditional Text Ads Expanded Text Ads
  8. 8. Google AdWords - Display • Google Display Network handles images, video, and text ads • Standard Display Ad Requirements: • https://support.google.com/adwords/answer/1722096 • Managed vs Automatic Placements
  9. 9. Google AdWords – Display – Responsive Ads
  10. 10. Google AdWords - Retargeting • Retargeting can be done through Search, Display, and YouTube • RLSA – remarketing lists for search ads • YouTube audience remarketing • Negative audiences
  11. 11. Google AdWords - Shopping • Google Merchant Center: • https://www.google.com/retail/merchant-center/
  12. 12. YouTube • YouTube Ad Types: • TrueView In-Stream – pre-roll • Optional companion banner • TrueView Video Discovery – search results and recommended videos • You can promote videos on any channel, but better to have them on a channel you control • Make sure your YouTube channel is optimized! (Branding & Links)
  13. 13. Bing
  14. 14. Bing • Why Bing? • Lower CPCs • Lower competition • Higher (sometimes) ROI • Get started quickly, import from AdWords
  15. 15. Bing
  16. 16. Bing
  17. 17. Google & Bing Tips • Google AdWords Editor: • https://support.google.com/adwords/editor/?hl=en#topic=3290839 • Bing Desktop Editor: • https://advertise.bingads.microsoft.com/en-us/solutions/tools/bing-ads- editor
  18. 18. Google & Bing Tips • Create campaigns with a single network (i.e., Search, Display, YouTube) • Don’t run Search + Display Select • Run at least two ads in an ad group • Always test new features • Use relevant extensions (sitelinks, locations, callouts, etc.) • Google: https://support.google.com/adwords/answer/2375499?hl=en • Bing: https://help.bingads.microsoft.com/apex/index/3/en-us/51001
  19. 19. Facebook & Instagram
  20. 20. Facebook & Instagram
  21. 21. Facebook/Instagram – Objectives • You can use manual bidding (set prices yourself). • Facebook’s optimized bidding is usually effective.
  22. 22. Facebook/Instagram – Ad Types • Carousel & Video ads doing very well right now. • Carousel panels can be discrete ads or work together as a theme (e.g., Step 1,2,3 or Before/After) • Canvas depends on implementation. Does require some dev work.
  23. 23. Facebook/Instagram - Placement • Facebook – Use a combination of desktop and mobile feeds, instant articles, and right column ads. • Instagram – Only select Instagram as the placement. Be sure to uncheck others. • Audience Network – Performance not usually as good as FB/Insta feeds.
  24. 24. Facebook/Instagram Tips • Set up Business Manager if you need to access multiple accounts or have multiple people accessing your account • Build audiences ahead of time: • https://business.facebook.com/ads/audience-insights/ • Facebook Text Overlay Tool: • https://www.facebook.com/ads/tools/text_overlay
  25. 25. Other Social Advertising
  26. 26. Other Social Advertising • Twitter • Promote Tweet, accounts, and trends • Utilize Cards: https://dev.twitter.com/cards/types • Pinterest • Promote pins • LinkedIn • Boost content, send inbox messages (InMail), text ads
  27. 27. Other Social Advertising - Considerations • Good targeting is crucial! • Utilize demographic data from Facebook and Google Analytics to help understand visitors • Keep different audiences in separate ad groups/ad sets • Include conversion tracking to be able to measure efficacy • Quality creative • Images are as important as copy • Test multiple image/copy combinations
  28. 28. Using Email Lists • Use email lists to build Audiences • AdWords Customer Match • Facebook Custom Audiences • Create lookalikes based on email lists (existing customers) • Use email lists as negative audiences • Tailor messaging to email behavior • Advertise to a dead list, re-engage • Reach unsubscribed email addresses without breaking the law
  29. 29. Other Self-Serve Platforms
  30. 30. Content Promotion • Outbrain • Taboola • Zemanta • Yahoo Gemini • Reddit • Stumble Upon
  31. 31. Other Self Serve Options • Ad Networks • AdBlade • Advertising.com (AOL) • BuySellAds.com • Shopping/E-commerce • Google/Bing • eBay • Amazon • Niche Networks • ESPN AdReady – Sports • Forbes – Business • Goodreads – Books • Lonely Planet – Travel • Weather Underground – Weather • Yelp – Local
  32. 32. Tips, Tricks & Ideas • The more specific the targeting, the more expensive the impression • Find balance between being too broad and too focused • Always run at least two ads • Could be two completely separate ads or A/B tests of images, headlines or copy • Try to estimate performance beforehand • Back into estimated traffic using BUDGET/CPC • Estimate conversions using ESTIMATED CLICKS*WEBSITE CONVERSION RATE
  33. 33. Resources • Paid Search • http://www.ppchero.com/ • http://www.beyondthepaid.com/ • http://www.thesempost.com/category/pay-per-click/ • Facebook Ads • http://www.jonloomer.com/ • https://twitter.com/SusanEDub
  34. 34. Questions? Josh Williams Digital Marketing Director - Visibility and Conversions josh@visibilityandconversions.com 843-450-6762

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