Successfully reported this slideshow.
Your SlideShare is downloading. ×

How to Use Native Advertising to Earn Big Links

More Related Content

How to Use Native Advertising to Earn Big Links

  1. 1. KAIZEN @petecampbell Advertising = ! Pearly-White Links?
  2. 2. KAIZEN @petecampbell How to Use Native Advertising to " Earn Big Links
  3. 3. KAIZEN @petecampbell PETE CAMPBELL
 / KAIZEN
 •  Founder / Director •  Won “Rising Star of the Year 2013” (Travolution) •  5+ years SEO experience agency-side & in-house •  Built first website at 11 •  Ran several high-traffic video gaming sites
  4. 4. KAIZEN @petecampbell “Native Advertising let’s you promote your branded content to people who will instantly love it, as they are targeted based on their interests” WHAT IS NATIVE ADVERTISING?!
  5. 5. KAIZEN @petecampbell http://blog.triplelift.com/post/58958654486/ native-advertising-landscape
  6. 6. KAIZEN @petecampbell CONTENT ADVERTISING WHAT YOU NEED TO FOCUS ON! SOCIAL ADVERTISING
  7. 7. KAIZEN @petecampbell TRAVEL SITE CONTENT ADVERTISING SOCIAL ADVERTISING INTEREST TARGETED
  8. 8. KAIZEN @petecampbell WHY IS NATIVE ADVERTISING AWESOME?! •  You can do it on a shoestring budget " (Average 0.56 zł CPC for Content Advertising) •  Drives traffic from relevant, already engaged audience via a publisher network or audience targeting •  Most importantly, it can earn you BIG links that have the Matt Cutt’s Seal of Approval!
  9. 9. KAIZEN @petecampbell THE MATT CUTTS SEAL OF APPROVAL! ADVERTISING" (NoFollow, Dynamic URLs) TRAFFIC & SHARES ORGANIC LINKS
  10. 10. KAIZEN @petecampbell MY EXPERIMENTS! •  Could Native Advertising = correlation of shares & links?! •  6 x Campaigns on SME Clients •  6 x Different Networks •  Small Budgets (Average 700 zł Per Campaign) •  No Other Outreach Tactics Used •  Measured on a Cost Per Link & Share basis " (Using SharedCount.com & Majestic Bulk Backlink Checker)
  11. 11. KAIZEN @petecampbell CONTENT ADVERTISING
  12. 12. KAIZEN @petecampbell WHAT CONTENT ADVERTISING LOOKS LIKE! YOUR LINK HERE PAY-PER-CLICK
  13. 13. KAIZEN @petecampbell TEST #1 - OUTBRAIN! •  PORTFOLIO: – Food – Sport – Travel" •  AVERAGE CPC: 0.76 zł •  MINIMUM SPEND: 30 zł •  SELF-MANAGED DASHBOARD
  14. 14. KAIZEN @petecampbell TEST #1 – THE LAZY HOSTESS! ASSET = 15 x RECIPES
  15. 15. KAIZEN @petecampbell
  16. 16. KAIZEN @petecampbell TEST #1 – RESULTS! •  CLIENT: Babe Scott •  SPEND: 1521 zł •  IMPRESSIONS: 3,292,740 •  CLICKS: 2170" •  BOOK SALES: 1 •  DOMAIN LINKS: 1, NoFollow (1521 zł Cost Per Link) •  SHARES: 56 (29.41 zł Cost Per Share)
  17. 17. KAIZEN @petecampbell WHAT WENT WRONG?! ! •  Quality content, but awful layout & structure! •  Lots of advertising, distracting call to actions! •  It didn’t encourage people to link / share!
  18. 18. KAIZEN @petecampbell TEST #2 – TWO LITTLE FLEAS! ASSET = VIDEO LIST
  19. 19. KAIZEN @petecampbell TEST #2 - TABOOLA! •  PORTFOLIO: –  News (UK Focus) –  Lifestyle & Entertainment –  Travel •  AVERAGE CPC: 0.46 zł •  MINIMUM SPEND: 152 zł (3042 zł MINIMUM INSERTION ORDER) •  ACCOUNT MANAGER PROVIDED
  20. 20. KAIZEN @petecampbell PR7 OMG!!
  21. 21. KAIZEN @petecampbell TEST #2 - RESULTS! •  CLIENT: Two Little Fleas •  SPEND: 355 zł •  IMPRESSIONS: 439,560 •  CLICKS: 320 •  DOMAIN LINKS: 13 (27.28 zł COST PER LINK) •  SHARES: 504 (0.71 zł COST PER SHARE)
  22. 22. KAIZEN @petecampbell TEST #3 – 10 ZIG! ASSET = COUNTDOWN CLOCK
  23. 23. KAIZEN @petecampbell TEST #3 - NRELATE! •  PORTFOLIO: –  Technology –  Digital –  News (US Focus) •  AVERAGE CPC: 0.46 zł •  MINIMUM SPEND: 304 zł (3042 zł MINIMUM INSERTION ORDER) •  ACCOUNT MANAGER PROVIDED
  24. 24. KAIZEN @petecampbell TEST #3 – RESULTS! ! •  CLIENT: 10 ZiG •  SPEND: 608 zł •  IMPRESSIONS: 1,967,213 •  CLICKS: 1333 •  DOMAIN LINKS: 19 (32.04 zł COST PER LINK) •  SHARES: 608 (1.01 zł COST PER SHARE)
  25. 25. KAIZEN @petecampbell ZEMANTA
  26. 26. KAIZEN @petecampbell Content appears as a suggested ‘Related Link’ to Bloggers when writing their posts. PAY-PER-IMPRESSION ZEMANTA – EARNED RELATED LINKS !
  27. 27. KAIZEN @petecampbell TEST #4 - ZEMANTA ! •  STRENGTHES –  B2B –  Tech –  Personal Finance •  AVERAGE CPM: 73 zł •  MINIMUM SPEND: 1520 zł (3042 zł MINIMUM INSERTION ORDER) •  ACCOUNT MANAGER PROVIDED •  WEAKNESSES –  Fashion / Retail –  Travel
  28. 28. KAIZEN @petecampbell TEST #4 – HISCOX! 100+ B2B / STARTUP BLOG POSTS
  29. 29. KAIZEN @petecampbell TEST #4 - RESULTS! ! •  CLIENT: HISCOX •  SPEND: 3042 zł •  IMPRESSIONS: 27,853 •  DOMAIN LINKS: 42 (72.43 zł Cost Per Link)
  30. 30. KAIZEN @petecampbell SOCIAL ADVERTISING
  31. 31. KAIZEN @petecampbell FACEBOOK ADVERTISING – PAGE POST ADS! PAY-PER-ENGAGEMENT (OR CLICKS) https://facebook.com/ads/ PAY FOR EACH " CLICK/LIKE/SHARE OR COMMENT
  32. 32. KAIZEN @petecampbell FACEBOOK ADVERTISING – PAGE POST ADS! PAY-PER-ENGAGEMENT (OR CLICKS) https://facebook.com/ads/ TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS
  33. 33. KAIZEN @petecampbell TEST #4 – FACEBOOK POST ADS! •  KEY FEATURES: –  Appear in Users Newsfeeds –  Boost a Facebook Page Post –  Target by Demographic, Location" & Device •  AVERAGE CPE: 0.96 zł •  AVERAGE CPC: 0.66 zł •  MINIMUM SPEND: 3 zł" •  SELF-MANAGED DASHBOARD
  34. 34. KAIZEN @petecampbell TEST #4 – FACEBOOK POST ADS! ASSET = IMAGE GALLERY
  35. 35. KAIZEN @petecampbell TEST #4 – RESULTS! ! •  CLIENT: Two Little Fleas •  SPEND: 507 zł •  IMPRESSIONS: 20,407 •  CLICKS: 260 •  DOMAIN LINKS: 0 •  SHARES: 15 (30.62 zł COST PER LIKE)
  36. 36. KAIZEN @petecampbell NERD FAIL" NO
  37. 37. KAIZEN @petecampbell TWITTER ADVERTISING – PROMOTED TWEETS! PAY-PER-ENGAGEMENT http://ads.twitter.com/ PAY FOR EACH " CLICK/RETWEET/SHARE OR FOLLOW
  38. 38. KAIZEN @petecampbell TWITTER ADVERTISING – PROMOTED TWEETS! PAY-PER-ENGAGEMENT http://ads.twitter.com/ TARGET @ FOLLOWERS! TARGET KEYWORDS / #!
  39. 39. KAIZEN @petecampbell TEST #5 – PROMOTED TWEETS! •  KEY FEATURES: –  Bid on any Hash-tags, Keywords & " Usernames –  Target by Demographic, Location" & Device •  AVERAGE CPE: 1.57 zł •  MINIMUM SPEND: 3 zł" •  SELF-MANAGED DASHBOARD
  40. 40. KAIZEN @petecampbell TEST #5 – PROMOTED TWEETS! ASSET = B2B INFOGRAPHIC
  41. 41. KAIZEN @petecampbell TEST #5 – RESULTS! ! •  CLIENT: Travel Out There •  SPEND: 507 zł •  IMPRESSIONS: 16,527 •  CLICKS: 128 •  DOMAIN LINKS: 17 (29.81 zł COST PER LINK) •  RETWEETS: 21 DIRECT + 1204 EARNED" (0.41 zł TOTAL CPS / 24.14 zł DIRECT)
  42. 42. KAIZEN @petecampbell NAILED IT
  43. 43. KAIZEN @petecampbell But why did it work?
  44. 44. KAIZEN @petecampbell CURATED VIDEO PLAYLIST! ASSET = VIDEO LIST
  45. 45. KAIZEN @petecampbell JAVASCRIPT CLOCK! ASSET = COUNTDOWN CLOCK
  46. 46. KAIZEN @petecampbell •  Content doesn’t need to be great, just packaged well •  If you have a ‘click-bait’ headline, clever formatting & encourage people to link to it – you’ll win. THE SECRET TO SUCCESS IN CONTENT ADVERTISING!
  47. 47. KAIZEN @petecampbell THE ART OF THE HEADLINE! John Caples, US School of Music (1926)
  48. 48. KAIZEN @petecampbell 10 HEADLINE FORMATS YOU NEED TO TRY! “How To” “Why” “Which” “Who Else” “Wanted” “This” “Because” “If” “Advice” 5/10/25/50/100 (Use Numbers)
  49. 49. KAIZEN @petecampbell USERS DON’T READ CONTENT (THEY SCAN IT)! “We found 79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word.” - JAKOB NIELSEN - 1997
  50. 50. KAIZEN @petecampbell 5 FORMATTING TRICKS TO GET A USERS ATTENTION! 1. Use Lists 2. Use Sub-Headings 3. Visualise Each Point (GIFs, Photos, Data Viz) 4. Have Paragraph Breaks, Lots of Them 5. Bold, Italic, Underline Key Points
  51. 51. KAIZEN @petecampbell MAKING THINGS LINK-WORTHY! 1.  Always have a HTML Embed Code" (iFrame or simple image thumbnail)" 2.  Use Open Graph Tags to pre-populate Social Share buttons" 3.  Incentivise people to share it" (share to win – rafflecopter.com, paywithatweet.com)
  52. 52. KAIZEN @petecampbell KEY TAKEAWAYS! 1.  Fail fast, this probably won’t work the first time you try it! 2.  Host content on a separate landing page with its own look & feel! 3.  Avoid corporate branding, stick a logo beneath the fold.! 4.  A/B Test Headlines! 5.  Be clever with formatting, make the content easily digestable! 6.  Use EMBED Codes and pre-populated social share counters! 7.  Use the Platforms that have the right portfolio for your asset! 8.  Have Cost Per Link & Cost Per Share Targets (Track using SharedCount & Majestic Bulk URL Checker)! 9.  Measure Page-Flow, Bounce Rate & Time on Site! 10.  Strip away the non-performers, fast!
  53. 53. KAIZEN @petecampbell Thank You!! ! ! ! Get in Touch:
 @petecampbell" pete@kaizensearch.co.uk" http://www.kaizensearch.co.uk/ PRESENTATION LINK:! KAIZENSEARCH.CO.UK/SMD/

×