Learn how to use and leverage paid social & native advertising platforms such as Taboola, Outbrain, Stumbleupon, Reddit, Twitter & Facebook to earn additional traffic, shares and coverage – beyond the paid click. By having a scientific approach to your content promotion, such as A/B testing headlines, strong call to actions for shares & embeds, and designing your content right – it will significantly increase its performance. Advanced tactics on driving engagement through native advertising, alongside best practice and regulation, will be shared.

1. KAIZEN
Native Advertising in 2015:
The Secret Weapon of Content
Marketing

2. KAIZEN
MEET KAIZEN!
WHO ARE WE?
• We focus on Search & Content Marketing Strategies
• Manage SEO Accounts for SMEs & Global Brands
• Based in Central London
• Conference Speakers & Training Providers at Brighton SEO,"
Search London, SMD Warsaw & Performance MI
OUR VALUES
• Continuous Improvement
• Straight-Talking
• Obsessive Attention to Detail

3. KAIZEN
“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?!

4. KAIZEN
http://triplelift.com/landscape/

5. KAIZEN
http://www.emarketer.com/Article/
Whatrsquos-Next-Native-Ads/1010696

6. KAIZEN
CONTENT ADVERTISING
WHAT YOU NEED TO FOCUS ON!
SOCIAL ADVERTISING

7. KAIZEN
TRAVEL SITE
CONTENT ADVERTISING
SOCIAL ADVERTISING
INTEREST TARGETED

8. KAIZEN
WHY IS NATIVE ADVERTISING AWESOME?!
• Advertising that’s in the context of a users
experience
• Drive traffic/impressions from a relevant, already
engaged audience
• It’s subtle, unobtrusive advertising
• You’re giving value to the user
• Cost effective (start from £0.06 cpc)
• It works great alongside content marketing & SEO
campaigns (earn shares/links/engagements)

9. KAIZEN
THE MATT CUTTS SEAL OF APPROVAL!
ADVERTISING"
(NoFollow, Dynamic URLs)
SHARES
ORGANIC
LINKS

10. KAIZEN
EXAMPLES (GOOD, BAD & UGLY)

11. KAIZEN
ADVERTORIALS!
MEDIA BUY - £10k+

12. KAIZEN
SPOTIFY SPONSORED PLAYLISTS!
MEDIA BUY - £5K+

13. KAIZEN
GONE WRONG: WE’RE INCREASING PRICES BUT
WE’LL KEEP YOU WARM THIS WINTER!

14. KAIZEN
GONE WRONG: THE ATLANTIC ‘LOVES’ SCIENTOLOGY!

15. KAIZEN
MY EXPERIMENTS!
• Could Native Advertising = correlation of shares & links?
• 5 x Campaigns on SME Clients
• 5 x Different Networks
• Small Budgets (Average £150 Per Campaign)
• No Other Outreach Tactics Used
• Measured on a Cost Per Link & Share basis "
(Using SharedCount.com & Majestic Bulk Backlink Checker)

16. KAIZEN
CONTENT ADVERTISING

17. KAIZEN
TEST #1 - OUTBRAIN!
• PORTFOLIO:
– Food
– Sport
– Travel"
• AVERAGE CPC: £0.15
• MINIMUM SPEND: £6 "
• SELF-MANAGED DASHBOARD

18. KAIZEN
TEST #1 – THE LAZY HOSTESS!
ASSET = 15 x RECIPES

19. KAIZEN

20. KAIZEN
TEST #1 – RESULTS!
• CLIENT: Babe Scott
• SPEND: £300
• IMPRESSIONS: 3,292,740
• CLICKS: 2170"
• BOOK SALES: 1
• SHARES: 56 (£5.80 Cost Per Share)
• DOMAIN LINKS: 1, NoFollow (£300 Cost Per Link)

21. KAIZEN
WHAT WENT WRONG?!
• Quality content, but awful layout & structure
• Lots of advertising, distracting call to actions
• It didn’t encourage people to link / share

22. KAIZEN
TEST #2 – TWO LITTLE FLEAS!
ASSET = VIDEO LIST

23. KAIZEN
TEST #2 - TABOOLA!
• PORTFOLIO:
– News (UK Focus)
– Lifestyle & Entertainment
– Travel
• AVERAGE CPC: £0.09
• MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER)
• ACCOUNT MANAGER PROVIDED

24. KAIZEN
OMG!!

25. KAIZEN
TEST #2 - RESULTS!
• CLIENT: Two Little Fleas
• SPEND: £70
• IMPRESSIONS: 439,560
• CLICKS: 320
• DOMAIN LINKS: 13 (£5.38 COST PER LINK)
• SHARES: 504 (£0.14 COST PER SHARE)

26. KAIZEN
TEST #3 – 10 ZIG!
ASSET = COUNTDOWN CLOCK

27. KAIZEN
TEST #3 - NRELATE!
• SPECIALISM:
– Technology
– Digital
– News (US Focus)
• AVERAGE CPC: £0.09
• MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER)
• ACCOUNT MANAGER PROVIDED

28. KAIZEN
TEST #3 – RESULTS!
• CLIENT: 10 ZiG
• SPEND: £120
• IMPRESSIONS: 1,967,213
• CLICKS: 1333
• DOMAIN LINKS: 19 (£6.32 COST PER LINK)
• SHARES: 608 (£0.20 COST PER SHARE)

29. KAIZEN
SOCIAL ADVERTISING

30. KAIZEN
FACEBOOK ADVERTISING – OBJECTIVE BASED!
https://facebook.com/ads/
Platform
Cost Model
Min Spend
Avg. CPE/C/V
Avg. CPS
Facebook
CPC/CPE
£1
£0.13 CPC / 0.19 CPE
£6.05
SELF-MANAGED DASHBOARD

31. KAIZEN
FACEBOOK ADVERTISING – PAGE POST ADS!
PAY-PER-ENGAGEMENT (OR CLICKS)
https://facebook.com/ads/
PAY FOR EACH "
CLICK/LIKE/SHARE OR
COMMENT

32. KAIZEN
FACEBOOK ADVERTISING – PAGE POST ADS!
PAY-PER-ENGAGEMENT (OR CLICKS)
https://facebook.com/ads/
TARGET BY DEMOGRAPHIC,
LOCATION & INTERESTS

33. KAIZEN
• Create Multiple Ads and A/B Test Ad Set
• Structure the Headline as a Call to Action (website link,
question)
• Tag Pages/People/Hashtags if relevant to increase engagement
• Use the Power Editor
– https://www.facebook.com/ads/manage/powereditor/
– Set a Manual Conversion Spec – Optimise for ‘Likes’
"
– Use Custom Audiences & Lookalikes (Target based on Email Lists)
• Add a Conversion Pixel to Measure Goals
– https://www.facebook.com/ads/manage/convtrack/
!
FACEBOOK POST ADS: ADVANCED TIPS!
[{"ac&on.type":["like"],"page":["451346298255265"],"post":["742747142448511"]}]
-­‐
hCp://Eppc.com/adver&sing/get-­‐the-­‐interac&ons-­‐you-­‐want-­‐facebook-­‐conversion-­‐specs/

34. KAIZEN
FB POST ADS - IMAGE BEST PRACTICES!
• 1200 x 630 Pixels"
http://bit.ly/ogimagekaizen
• Overlay Your Headline
• Max 20% Limit on Text "
https://www.facebook.com/help/468870969814641

35. KAIZEN
TEST #4 – FACEBOOK POST ADS!
ASSET = VIDEO GALLERY

36. KAIZEN
TEST #4 – RESULTS!
• CLIENT: Two Little Fleas
• SPEND: £296
• IMPRESSIONS: 20,407
• CLICKS: 260
• DOMAIN LINKS: 4 (£74 COST PER LINK)
• SHARES: 96 (£3 COST PER LIKE)

37. KAIZEN

38. KAIZEN
TWITTER ADVERTISING – OBJECTIVE BASED!
https://ads.twitter.com/
Platform
Cost Model
Min Spend
Avg. CPE/C/V
Avg. CPS
Twitter
CPE
£1
£0.31
£4.76
SELF-MANAGED DASHBOARD

39. KAIZEN
TWITTER ADVERTISING – PROMOTED TWEETS!
PAY-PER-ENGAGEMENT
http://ads.twitter.com/
PAY FOR EACH "
CLICK/RETWEET/SHARE OR
FOLLOW

40. KAIZEN
TWITTER ADVERTISING – PROMOTED TWEETS!
PAY-PER-ENGAGEMENT
http://ads.twitter.com/
TARGET @ FOLLOWERS!
TARGET KEYWORDS / #!

41. KAIZEN
TWITTER ADS – ADVANCED TIPS!
• Run Follower Campaigns – Avoid
Keywords
• Don’t include Hashtags / @Handles if
trying to drive people to the content
URL – Twitter charges for any type of
click around the tweet
• A/B Testing – Run at least 5 Tweets
and Segment Your Tweets and Target
Different Keyword Sets / Followers for
Each
• Use Twitter Cards for Lead Gen, App
Installs & Content Clicks"
https://dev.twitter.com/docs/cards/validation/validator

42. KAIZEN
TEST #5 – PROMOTED TWEETS!
ASSET = B2B INFOGRAPHIC

43. KAIZEN
TEST #5 – RESULTS!
• CLIENT: Travel Out There
• SPEND: £100
• IMPRESSIONS: 16,527
• CLICKS: 128
• DOMAIN LINKS: 17 (£5.88 COST PER LINK)
• RETWEETS: 21 DIRECT + 1204 EARNED"
(0.08p TOTAL CPS / £4.76 DIRECT)

44. KAIZEN
NAILED IT

45. KAIZEN
But why did it work?

46. KAIZEN
CURATED VIDEO PLAYLIST!
ASSET = VIDEO LIST

47. KAIZEN
JAVASCRIPT CLOCK!
ASSET = COUNTDOWN CLOCK

48. KAIZEN
• 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!

49. KAIZEN
THE ART OF THE HEADLINE!
John Caples, US School of Music (1926)

50. KAIZEN
UPWORTHY’S HEADLINE PROCESS!
http://www.slideshare.net/Upworthy/how-to-
make-that-one-thing-go-viral-just-kidding

51. KAIZEN
APPSUMO – A/B HEADLINES PLUGIN!
http://www.appsumo.com/headlines/

52. KAIZEN
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)

53. KAIZEN
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

54. KAIZEN
7 DESIGN HACKS TO GET A USERS ATTENTION
1. Host the Content on a Seperate Micro-Site
2. Unique Look & Feel, No Corporate Brand Colours/Typography
3. Below The Fold Client Logo
4. Break Content into Digestible Chunks – Lists, Sub-Headings, Tons of
Paragraph Breaks
5. Visualise Every Detail (Animated GIFs, Photos, Data Viz)
6. Add a ‘Share on X’ plugin to Images"
http://codecanyon.net/item/social-image-hover-for-wordpress/
2270775
7. Use a ‘Tweet This’ Plugin on Quotes"
http://premium.wpmudev.org/blog/wordpress-tweet-this-plugins/
8. Always have an embed code (iFrame or image thumbnail)

55. KAIZEN
USE OPEN GRAPH TAGS TO INCREASE CTR!
• Open Graph Tags let you pre-populate text &
rich media on Facebook, Twitter & LinkedIn
– OG:Type
– OG:Locale
– OG:Title
– OG:Publisher
– OG:Description
– OG:Image (1200px by 630px ideal for Facebook)"
• Twitter Card Tags
– Twitter:card (summary_large_image)
– Twitter:site
– Twitter:domain
– Twitter:creator
– Twitter:title
– Validator: https://dev.twitter.com/docs/cards/validation/validator/
http://ogp.me/

56. KAIZEN
ANALYSING YOUR CAMPAIGN PERFORMANCE!
PRE & POST CAMPAIGN
• Have Cost Per Share & Cost Per Link Targets
• Measure Time On Site, Bounce Rate, Goals
• Measure Social Shares – http://www.sharedcount.com/
• Measure Root Domain Links – Majestic Bulk URLs or NetPeak Checker"
http://netpeak.us/soft/netpeak-checker/"
http://www.majesticseo.com/reports/bulk-backlink-checker
ONGOING
• Create Multiple Ads & A/B Test to improve CTR, Quality Score & Engagement Rate
• Try different headlines, images, ad copy, open graph tags
• Calculate your average (or ideal) visitor time, bounce rates, CTR, CPC/E/V, Engagement
Rate & Goal Conversions – STRIP AWAY THE NON-PERFORMERS, FAST
• Always be testing - ‘What can I be doing differently?’

57. KAIZEN
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

58. KAIZEN
Thank You!!
!
!
Get in Touch:
@petecampbell"
pete@kaizensearch.co.uk"
http://www.kaizensearch.co.uk/