Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments

http://impression.tips/breakbites
Generating a worthwhile return
on paid advertising investments
Which channels to use and
where to spend budgets of any size (PPC)

I need to invest in
online advertising

Which channel should I use?

Cheapest?
Coolest?
Most professional?
Loudest?
*How not
to choose!

– Focus on you and your customer:
– What is your product/service?
– Who is your audience?
Choosing the correct channels

Do potential customers
know that they want your
product / service?

Rule #1 - Choose channels based
on customer intent

The online advertising gradient
Users are actively
looking for your
product / service
Users are not
actively looking for
your product / service

Are people
searching for my
product / service?
Do I need to get in
front of the right
people, before I show
them my offering?
Would the right people
be interested in my
product / service if they
knew about it?

Are people
searching for my
product / service?
Do I need to get in
front of the right
people, before I show
them my offering?
Would the right people
be interested in my
product / service if they
knew about it?
Action-focused
messaging
Content-focused
messaging

Examples: Google vs Facebook

Be found on...
If you’re an
accountancy
firm?

If you’re launching
an exciting new
product?
Be found on...

Be found on...
If you’re selling
‘needed’ household
appliances?

Be found on...
If you’re selling a
‘new’ household
appliance?

If you’re a talented
digital marketing
agency selling in-
demand services?
Be found on...

Rule #1 summary: Choose
channels based on the likely
customer intent
– Use the gradient as a guideline, not a hard and fast rule.
– Think critically about what you’re offering. How would your potential customers be
looking to find you?
– Remember to evaluate the suitability of the channels themselves. Is your audience
likely to be here? Does it fit with your brand?
– Adapt your messaging to suit your position on the gradient

You’ve chosen your channels.
Now what?

Rule #2 - Apply media spend on a
priority basis

Apply media spend on a priority
basis: 3 principles
Segmentation
Reporting
Restructuring

– What tools do you have at your disposal for targeting the right customers?
2 main targets
– Keyword targeting
– Location targeting
– Natural conclusion: let’s target users looking for “your service”, and make sure
those users are located in your area
Example #1: A local service-based
company chooses Google AdWords

– Within these targeting layers, there are several combinations
Segmentation is crucial
“photographer
in nottingham”
“photographer”
“photographer
in nottingham”
“photographer”

– What tools do you have at your disposal for targeting the right customers?
– Audience targeting
– Natural conclusion: let’s target users that are most likely to be interested in my
product. But how do you find that out?
Example #2: A fashion retailer
chooses Facebook advertising

Interests
– Business/Industry
– Entertainment
– Family/Relationships
– Fitness/Wellness
– Food & Drink
– Hobbies & Activities
– Shopping & Fashion
– Sports & Outdoors
– Technology
Demographics
– Location
– Age
– Gender
– Languages
– Relationship
– Education
– Work
– Financial
– Generation
– Parents
– Life Events
Exciting or scary? Facebook
targeting is very powerful
Behaviours
– Automotive
– B2B
– Charity
– Digital Activity
– Expats
– Financial
– Job Role
– Media
– Mobile
– Purchasing
– Travel
– Events
Connections
– Friends
– Relationships
– Relations to pages
– Relations to apps
Remarketing
– Where have you
been?

High-end women’s fashion retailer
Demographics:
– Gender
– Age
– Location
– Income
Interests:
– Specific Magazines
– Celebrities
– Other Brands
Applying audience targeting

Local wedding venue
Demographics:
– Gender
– Age
– Location
– Income
Relationship status:
– ‘Engaged in past 3 months’

Segmentation and testing
– Start with a broad audience, and gradually segment down into more niche groups.
– Layer targeting. Use “must also be interested in” to target highly specific users.
*TIP* - For early research, use audience insights to find common themes between the
users in your email or remarketing lists!

Rule #2 summary - Apply media
spend on a priority basis
– Segmentation is crucial.
– Begin with the targeting methods most likely to convert to a lead / sale.
– Always be on the lookout for differences in performance between targeting, which
will allow you to focus on most profitable first, but with room to grow.
– Testing, testing, testing

Mirror, mirror on the wall…
Whose is the best online
advertising of them all?

Rule #3
Don’t be vain, do be visible

In the wild:
Spotting signs of VANITY

“We’ll get you to #1 on
Google AdWords…”
- Being #1 is more often than not
a less profitable position to be in
- There are often 4 top positions,
no need to lead the race. Doing
so leads to your bid being out of
your control.
- We’re online - assume that
potential customers shop
around!
- Some anomalies - testing is key
VANITY

“We’ll get you 250,000
likes on Facebook...”
- Be wary of deciding any strategy
based on the amount of likes it
will generate.
- Likes are beneficial for
generating reach & social proof,
but campaigns should have an
end goal which meets business
objectives.
- ‘Buying’ likes will only be
removed eventually.
- Best to put out good content to
the right audience - if you’re
doing so, likes will come
naturally.
VANITY

“We’ll make sure your
ads are EVERYWHERE! ”
- Whilst it will annoy your
competitors and impress your
peers, this kind of strategy is
dangerous
- Where display advertising is used
to generate brand awareness,
layer targeting to ensure you’re
in front of the right audience
VANITY

Think critically - if your paid visibility does
not directly relate to ROI, don’t use it.

Being visible:
Getting in front of the
right audience

You’ve generated site traffic.
What next?
Retargeting

How does Retargeting work?

Retargeting examples

Remarketing works
– Remarketing works

Who is retargeting me?
http://whoisretargeting.me/

It’s annoying:
Be considerate, be helpful
“It’s stalking me”
- Include frequency caps where possible to stop users feeling ‘stalked’.
“It’s unhelpful”
- Show the right ad to the right person to the right landing page
- Use dynamic retargeting to show products that users have been looking
at.
“It ruined the surprise!”
- Judge suitability dependent on industry: (eg. engagement rings!)

Being helpful, being targeted
Helpful = dynamic retargeting
Segmentation (again)
Segment users based on how interested they were (don’t retarget to a user
that spent <5 seconds on your site)

Rule #3 summary - Don’t be vain,
but do be visible
– Any media spend should be applied with a target ROI.
– Dismiss any strategies that involve being seen, that do not directly relate to selling
or promoting your product/service to the right people.
– Retargeting works. The more relevant your ad and landing page is to your audience,
the more success you’ll have. Use dynamic retargeting to be hyper-relevant.
– Above all, be helpful!

3 Golden Rules
#1 - Choose channels based on customer intent
#2 - Apply media spend on a priority basis
#3 - Don’t be vain, do be visible

HELLO@IMPRESSION.CO.UKHELLO@IMPRESSION.CO.UK
THANK YOU

Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments

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Breakfast Bites: Generating a Worthwhile Return on Paid Advertising Investments