Matt's deck from the first #MKGO shows you some paid strategies and tactics that will get the most out of Adwords, Facebook and LinkedIn.

1. Getting the most out of “Paid”
Matt Beswick – Co-founder, Aira

2. @mattbeswick

3. Limited time so concentrate on
a few key areas
@mattbeswick
25
minutes?!

4. Once upon a time

5. @mattbeswick

6. @mattbeswick

7. @mattbeswick

8. @mattbeswick

9. And then…
@mattbeswick

10. @mattbeswick

11. @mattbeswick
Things got a bit
complicated

12. Full slide
image
example
Source: http://www.lumapartners.com/resource-center/lumascapes-2/
@mattbeswick

13. How do you wade through the
quagmire?

14. We too often get
wrapped up
in tech
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15. Bogged down
because there’s
so much
we
could
do
@mattbeswick

16. We
forget to think
about what we
should
do
@mattbeswick

17. I think I have a ‘solution’ for
everyone
@mattbeswick

18. Here’s a “consideration”
framework to help you build
your strategy
@mattbeswick

19. Three
key considerations
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20. 1
What
are we
promoting?
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21. Product?
Service?
Content?
@mattbeswick

22. 2
Who
are we trying to get
in front of?
@mattbeswick

23. Past customers?
Competitor’s customers?
People who don’t know we exist?
A certain demographic?
@mattbeswick

24. 3
What
is
success?
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25. ?
Sales
Enquiries
Brand visibility
People at your event
Twitter Followers (please, no!)
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26. Define
before
you
start
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27. Answer those strategic
questions first
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28. Then implement tactics.
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29. Let’s talk turkey

30. Limited time, so I’ll focus on 3
key platforms
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31. @mattbeswick

32. Keywords
=
Pre-qualified people
@mattbeswick

33. There are some
challenges
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34. When
3
becomes
4
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35. 3 pack to 4 pack
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36. More competition
means
higher CPCs
@mattbeswick

37. Expanded
text
ads
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38. Size
doesn’t
always
matter
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39. Test
your
theories
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40. Most important things with
Adwords
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41. Make sure you’re structuring
your match types properly
@mattbeswick

42. General rule
=
one match type per ad group
@mattbeswick

43. Experiment using
modified broad match
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44. Monitor your
search term report
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45. Move common keywords into
exact match
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46. Avoid broad match
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47. Build out your negative lists
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48. Use Ad Extensions as much as
possible
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49. Split test your ads in a scientific
way
@mattbeswick

50. We’re trying to stand out
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51. Use automation where
approriate
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52. Adwords is not only about
keywords
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53. Google putting a lot of focus on
two key areas…
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54. Display
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55. Things to try
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56. Mobile
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57. You can target gmail ads to
people who have received
emails from competitors
@mattbeswick

58. You can run remarketing ads based
on email addresses
(Customer Match)
https://support.google.com/adwords/answer/6276125?hl=en-GB
@mattbeswick

59. You can run Adwords reports to
show cross-device clicks
@mattbeswick

60. All this is actually about Google
becoming more intelligent
@mattbeswick

61. You get the most out of Adwords
when you embrace that
intelligence
@mattbeswick

62. Finally, the future.
Voice Search.
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63. @mattbeswick

64. Facebook KNOW you

65. @mattbeswick
https://www.facebook.com/ads/preferences/?entry_product=ad_settings_screen

66. Audiences

67. Custom Audiences
define your own
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68. @mattbeswick

69. @mattbeswick

70. @mattbeswick

71. Demographics
@mattbeswick

72. @mattbeswick

73. @mattbeswick

74. Lookalike Audiences
utilise Facebook’s data
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75. @mattbeswick
Start with a
custom audience
Audience size =
similarity

76. Combine that with the types of
ads you can run…

77. @mattbeswick

78. Whatever you do, think
targeting
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79. Target the
right kind of ad
to the
right kind of person
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80. Don’t forget
tracking
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81. Do. Not. Forget. The. Pixel.
@mattbeswick

82. Install
@mattbeswick
Globally

83. Standard Events
ViewContent, Search, AddToCart, AddToWishlist,
InitiateCheckout, AddPaymentInfo, Purchase, Lead,
CompleteRegistration
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84. Custom Events
@mattbeswick
fbq('trackCustom', '<CustomEventName>', {
custom_param1: 'ABC',
custom_param2: 123,
value: 10.00,
currency: ’GBP'
});

85. Documentation
https://developers.facebook.com/docs/marketing-
api/facebook-pixel/v2.7#standardevents
@mattbeswick

86. Utilise your analytics platform
@mattbeswick

87. Always set custom UTM
tracking in your ads
@mattbeswick

88. http://aira.net/?utm_source=facebook&utm_
medium=cpc&utm_campaign=mkgo&utm_te
rm=digital-marketing-mk&utm_content=matt-
looking-stupid
@mattbeswick
https://www.facebook.com/business/google-analytics/build-your-url

89. Images
@mattbeswick
https://www.facebook.com/ads/tools/text_overlay

90. Learn
to use
Power Editor
@mattbeswick

91. Test.
Test.
TEST.
@mattbeswick

92. Finally, here’s an example FB
ad…
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93. @mattbeswick
Local Targeting Ad

94. @mattbeswick

95. Amazing
for
B2B
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96. Incredibly
powerful
targeting
@mattbeswick

97. Anyone find out about #MKGO
on LinkedIn?
@mattbeswick

98. @mattbeswick

99. @mattbeswick
Location
Seniority
Company size

100. @mattbeswick

101. Exclude
as well as
Include
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102. Pixel
(this is new)
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103. How does this all tie together?

104. There isn’t a “one size fits all”
answer.
@mattbeswick

105. Think back to our consideration
framework…
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106. What are you offering?
Who to?
What are the goals?
@mattbeswick

107. Is keyword search appropriate?
@mattbeswick

108. Can you target a demographic?
@mattbeswick

109. B2B or B2C?
@mattbeswick

110. Think about how your paid
channels overlap
@mattbeswick

111. Also think about how other
channels overlap
@mattbeswick

112. Map those channels back to
your goals
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113. Apportion budget
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114. Always have an “experiment
pot”
@mattbeswick

115. Measure. Refine. Repeat.
@mattbeswick

116. Thank you!