Digital EDGEucation autumn - advanced paid search
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Digital EDGEucation autumn - advanced paid search
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Digital EDGEucation autumn - advanced paid search
- 1. Digital EDGEucation The Autumn Edition 2015 #4PsEDGE @4PsMarketing
- 2. Advancing your paid search strategies Marcus Knight #4PsEDGE @4PsMarketing
- 4. How marketers can use various paid mediums to suit each of their business goals
- 5. 2014 $70 2015 $82 2016 $94 2017 $106 2013 $59 2018 $119 2019 $131 $82 BILLION ON SEARCH AD SPEND 55%
- 6. 100 BILLION SEARCHES PER MONTH 40,000 SEARCHES EVERY SECOND 55%
- 8. $24 BILLION SPENT ON REACHING USERS ON SOCIAL NETWORKS 33% INCREASE YEAR ON YEAR
- 9. EXPECTED TO REPRESENT 16% OF ALL DIGITAL AD SPENDING BY 2017 THE UK IS THE SECOND LARGEST MARKET FOR SOCIAL NETWORK AD SPEND
- 11. 1.5 BILLION MONTHLY ACTIVE USERS DRIVING AWARENESS TO NEW USERS 1 IN 5 MINUTES SPENT ON FACEBOOK APP DEMOGRAPHICS INTERESTS & BEHAVIOURS LOOK-A-LIKE AUDIENCES
- 12. DRIVING AWARENESS TO NEW USERS 2010: APP WAS LAUNCHED 2012: BOUGHT BY FACEBOOK 2015: ADS ROLLED OUT IN 30 MARKETS 1 MILLION USERS 400 MILLION MONTHLY USERS
- 14. REACHING USERS IN CONSIDERATION PHASE TARGET USERS BASED ON THEIR INBOX KEYWORDS IN A USERS INBOX EMAILS FROM COMPETITORS
- 16. DRIVING THE FINAL CONVERSION CUSTOM AUDIENCES
- 17. DRIVING THE FINAL CONVERSION
- 18. Question: How could your business benefit from using a wider range of paid channels?
Editor's Notes
- Alicja
- Introduction to me.
- How marketers can use various paid mediums to suit their businesses goals.
- Firstly - this year paid search ads will account for around $82 billion dollars of ad spend worldwide. Steady growth of around 38% since 2013, expected to keep growing at around 10% year on year About 55% of the paid search ad spend this year will be taken by Google, huge monopoly when you consider how many search engines there are
- There are obvious reasons why such a huge chunk of this spend goes to Google - 100 billion searches per month / 40,000 searches every second Significant amount of these searches are from users who are looking for products or services, we ensure we are there at the right time Some brands don’t see the benefits of paying for this ad space – unfortunately end of using paid advertising
- Digital advertising spend will be around $171 billion globally in 2015. If we take away the $82 billion that will be spent on Google ads, there is a lot of left for a whole range of online mediums. It is our job as an agency to understand what our clients goals are, and find the best methods of achieving them. I chose this topic is because I believe there are a range of paid advertising channels that can be used effectively by any brand, in any industry.
- Around $24 billion of paid advertising budget will be spent reaching users on social networks in 2015, which is actually a much steeper increase year on year than Google has been seeing in recent years
- We account for around 8% of this spend, making us the second largest market for social network ad spending. It is expected to represent 16% of all digital ad spending globally by 2017
- I mentioned that our responsibility at 4Ps is to understand the goals of your business…. Whilst these goals will of course be different for everyone, they all fit into: Awareness, Consideration, Conversion. Talk about the range of mediums that could be used to reach goals that fit into each of these
- If you’re looking for awareness, Facebook must be considered. 1.5 billion monthly active users globally, and 1 in 5 minutes spent on a mobile device is on the Facebook app. Will always try to disagree with anyone who says their audience is not on Facebook. Targeting is highly powerful. You will all know the demographics of your customers, so we can use Facebooks age group, gender and location data correctly with our campaigns. We will look at Google Analytics data to understand what browsing behavior and interest groups our customers fall into, and then set up Facebook ads targeting users that show similar interests to that on Facebook. Facebook can build look-a-like audience groups, that will find users that behave like the people who visit our site, or users that behave like people that come to our site and convert. A clever and effective way of building your audience.
- Launched in 2010, took 3 months to reach to 1 million users. 2 and a half years later in 2012, Facebook purchased it for a billion dollars. With the goal of launching sponsored posts, which have been rolling out across over 30 markets over The buyout gave Facebook a new audience, which now sits at 400 million active users per month, to use their powerful advertising infrastructure with. Going to become a very important platform for building awareness to a new audience, and connections with new users.
- Gmail Sponsored Promotions are a way of targeting users based on their Gmail account activity. Google crawls inboxes and matches our ads to the keywords that we choose to bid on. They appear inside the inbox. The best and most controlled method of using GSPs is to bid on your competitors domains, allows us to reach users that are considering our rivals and receiving their newsletters or updates.
- Custom audiences are available on both Facebook and Twitter, and allow us to upload a list of email addresses or phone numbers and target these users specifically with our ads. Works well driving conversions from new users that have recently signed up to your mailing list, or for building loyalty with existing customers Google have very recently announced a similar product, and Instagram will likely do the same
- Lastly, Pintrest (one to look out for in the future). Buyable pins were introduced recently and early research shows about 90% of the buyers are completely new customers to the merchant. Planning to eventually allow brands to promote these pins, making Pintrest an interesting platform to lookout for in the future – it hosts users that are there with much more purchase intent than traditional social platforms.