This document summarizes a presentation about driving traffic through paid advertising. It discusses setting strategic goals like defining conversions and audience, choosing platforms like search, display, social media, and testing ads. Specific platforms covered include Google, Facebook, Twitter, YouTube and LinkedIn advertising. It emphasizes the importance of understanding audiences, testing content, and measuring success.

1. DRIVING TRAFFIC WITH
PAID ADVERTISING
Making the Most of New Tools & Trends
Caitlin Kaluza | @qcait | AMA UHD Conference
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3. LET’S TALK...
1. Setting Strategic Goals
2. Finding Your Audience
3. Platform Choices
4. AB Testing
5. Tips & Tricks
Photo Credit: flickr.com/photos/duncanh1/9047426263/
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4. “Make it simple, but significant“
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- Don Draper

5. SETTING GOALS
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6. STEP 1: PUT YOURSELF IN THEIR
SHOES
1. Demographics
2. Their Pain Points
3. Behavior - Where
do they hang out?
4. When?
Photo Credit: flickr.com/photos/luchilu/633923159
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7. Start with Standards - Then
Test for Yourself
Source: mashable.com/2012/06/26/marketers-failing-twitter-study/
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8. STEP 2: DEFINE A CONVERSION
1. How will you define
success?
2. How can you measure it?
3. Are you set up to track it?
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9. EXAMPLE CONVERSIONS
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10. STEP 3: SET EXPECTATIONS
• This Takes Time
• Marketing is Never “Over”
• Your Website... It’s Alive!
Photo credit: flickr.com/photos/bagaball/6957682511
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11. STEP 4: WHERE
IN THE BUYING
CYCLE ARE
THEY?
smartinsights.com/wp-content/uploads/
2012/02/inbound-marketing-funnel.jpg
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12. Your Website is Your Mothership.
Photo Credit: flickr.com/photos/68428932@N00/4690601431/
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14. Where are you sending people?
formstack.com/the-anatomy-of-a-perfect-landing-page
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15. LANDING PAGE TIPS
• Grab them with the Headline
• Clear call to action
• Third party validation
• Keep it as simple as you can, but as
complex as it needs to be
• Always be testing
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18. Tools in Your Toolkit
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19. Search Network
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20. Why pay?
1+1=3
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21. Search Network
Be there when
they’re searching
for you
2%-4% CTR
1. Bid on Keywords
3. Pay for Clicks Only
2. Quality Score x Bid
determine placement
4. Target by Geography &
Device
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22. THE LONG TAIL OF MARKETING
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23. GOOGLE KEYWORD TOOL
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24. Display Network
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25. Text Ads
Image Ads
Video Ads
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26. Display Network
Branding Impressions to
a Targeted Audience
0.1% CTR
1. Bid on Keywords
Your ads show next to content
containing those Keywords
2. Can define specific
placements and topics
3. Pay for Clicks Only
4. Target by Geography,
Device, Demographics
5. Sites include:
Gmail, Apps, Mashable.com,
Buzzfeed.com, Cracked.com, The
Weather Channel, etc.
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27. 1. 16% Market Share
2. Less Competition
Tends to be Cheaper
3. Long Tail Tends to work
4. Demographics Skew Older
(Default Search Engine)
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28. Search Engine Relationships
bruceclay.com/serc.htm
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29. SOCIAL
ADVERTISING
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31. FACEBOOK
ADVERTISING
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32. With 1.11B MAU, Facebook accounts for
90%
of all time spent social networking
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33. • Users are 40-150 times more likely to consume
your content on their newsfeed than your page
• Facebook determines newsfeed content with their
algorithm Edgerank, based on:
• Your personal interaction with that user and type
•
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of content
Your network’s interaction

34. • Target based on
•
•
personal interests
3 Types:
• Boost post
• Sponsored
Story
• Paid ad
Average CTR is
low (~0.05%)
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36. FACEBOOK: ANATOMY
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37. comScore
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38. Ad Content Strategy
• Think social
• Think FUN
• Think low barrier to entry
• Start small
• Target by Demographic
• Consider how you use Facebook
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40. TWITTER
ADVERTISING
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42. PAID ADS
• Full-Service
• Promoted Accounts, Tweets and Trends
• Customer Service Rep
• Self-Service
• Promoted Accounts and Tweets
• Only pay for what works (when someone clicks,
replies, RTs)
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43. PAID ADS
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44. Ad Content Strategy
• Keep it short
• Keep it timely
• Users are 5x more likely to share news
• Use images and links
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45. • > 1B unique visitors each month
• Nielsen: YouTube reaches more US adults age
18-34 than any cable network
• YouTube is the second largest search engine
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46. PAID ADS
• Standard In-Stream - :15 or :30 long
“commercials”
• TrueView - Can be longer, can skip after 5
seconds
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47. CONTENT STRATEGY
• Make it entertaining - don’t want it to
“feel like an ad”
• Create different versions at different
lengths
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49. • > 200M Users
• > 2.5M Company Pages
• Supports paid ads via Premium Display
ads, Sponsored inMail and Sponsored
Updates
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51. businessinsider.com/chart-of-the-day-where-do-linkedin-users-work-2012-2
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52. PAID ADS
Marketing Solution
• Display and social ads
• Dedicated account rep
• Guaranteed inventory
and delivery
• CPM
• Minimum spend is $25K/
3 months
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53. PAID ADS
Self-Serve Ads
• Text ads w/ image
• CPM or CPC
• No minimum spend
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54. CONTENT STRATEGY
• Target by industry/position
• Professional development
• Give download/free offer
• Be careful of ad fatigue
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55. PAID ADS
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56. WHAT ABOUT
NEW
NETWORKS?
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57. FIND YOUR AUDIENCE
http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
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58. AB Testing
Flickr credit: flickr.com/photos/53921113@N02/5645102295/
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59. A B
vs.
A/B Testing with Google Analytics Content Experiments
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60. Social Media Tracking Tools
Tip: Add + on the end of
any bit.ly URL to see stats
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61. Heat Map Tools with
CrazyEgg.com
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62. AB TESTING TIPS
• Start with best practices and test from
there
• Test one thing at a time
• Give it time
• Measure your success
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63. QUESTIONS?
slideshare.net/schipul
blog.schipul.com
@schipul
Friday, October 18, 13
CAITLIN KALUZA
Marketing Manager
@qcait