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How to Use Native Advertising to Earn Big Links
The document discusses the effectiveness of native advertising and its potential to earn valuable backlinks through targeted content promotion. It outlines various advertising tests conducted by Pete Campbell, including results, strategies for optimizing ad performance, and key takeaways for successful content advertising. The presentation emphasizes the importance of engaging content, strategic formatting, and continuous optimization to achieve desired link-building and traffic goals.
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How to Use Native Advertising to Earn Big Links
- 1. KAIZEN @petecampbell Advertising =! Pearly-White Links?
- 2. KAIZEN @petecampbell How toUse Native Advertising to " Earn Big Links
- 3. KAIZEN @petecampbell PETE CAMPBELL /KAIZEN • Founder / Director • Won “Rising Star of the Year 2013” (Travolution) • 5+ years SEO experience agency-side & in-house • Built first website at 11 • Ran several high-traffic video gaming sites
- 4. KAIZEN @petecampbell “Native Advertisinglet’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?!
- 5.
- 6. KAIZEN @petecampbell CONTENT ADVERTISING WHATYOU NEED TO FOCUS ON! SOCIAL ADVERTISING
- 7. KAIZEN @petecampbell TRAVEL SITE CONTENTADVERTISING SOCIAL ADVERTISING INTEREST TARGETED
- 8. KAIZEN @petecampbell WHY ISNATIVE ADVERTISING AWESOME?! • You can do it on a shoestring budget " (Average 0.56 zł CPC for Content Advertising) • Drives traffic from relevant, already engaged audience via a publisher network or audience targeting • Most importantly, it can earn you BIG links that have the Matt Cutt’s Seal of Approval!
- 9. KAIZEN @petecampbell THE MATTCUTTS SEAL OF APPROVAL! ADVERTISING" (NoFollow, Dynamic URLs) TRAFFIC & SHARES ORGANIC LINKS
- 10. KAIZEN @petecampbell MY EXPERIMENTS! • Could Native Advertising = correlation of shares & links?! • 6 x Campaigns on SME Clients • 6 x Different Networks • Small Budgets (Average 700 zł Per Campaign) • No Other Outreach Tactics Used • Measured on a Cost Per Link & Share basis " (Using SharedCount.com & Majestic Bulk Backlink Checker)
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- 12. KAIZEN @petecampbell WHAT CONTENTADVERTISING LOOKS LIKE! YOUR LINK HERE PAY-PER-CLICK
- 13. KAIZEN @petecampbell TEST #1- OUTBRAIN! • PORTFOLIO: – Food – Sport – Travel" • AVERAGE CPC: 0.76 zł • MINIMUM SPEND: 30 zł • SELF-MANAGED DASHBOARD
- 14. KAIZEN @petecampbell TEST #1– THE LAZY HOSTESS! ASSET = 15 x RECIPES
- 15.
- 16. KAIZEN @petecampbell TEST #1– RESULTS! • CLIENT: Babe Scott • SPEND: 1521 zł • IMPRESSIONS: 3,292,740 • CLICKS: 2170" • BOOK SALES: 1 • DOMAIN LINKS: 1, NoFollow (1521 zł Cost Per Link) • SHARES: 56 (29.41 zł Cost Per Share)
- 17. KAIZEN @petecampbell WHAT WENTWRONG?! ! • Quality content, but awful layout & structure! • Lots of advertising, distracting call to actions! • It didn’t encourage people to link / share!
- 18. KAIZEN @petecampbell TEST #2– TWO LITTLE FLEAS! ASSET = VIDEO LIST
- 19. KAIZEN @petecampbell TEST #2- TABOOLA! • PORTFOLIO: – News (UK Focus) – Lifestyle & Entertainment – Travel • AVERAGE CPC: 0.46 zł • MINIMUM SPEND: 152 zł (3042 zł MINIMUM INSERTION ORDER) • ACCOUNT MANAGER PROVIDED
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- 21. KAIZEN @petecampbell TEST #2- RESULTS! • CLIENT: Two Little Fleas • SPEND: 355 zł • IMPRESSIONS: 439,560 • CLICKS: 320 • DOMAIN LINKS: 13 (27.28 zł COST PER LINK) • SHARES: 504 (0.71 zł COST PER SHARE)
- 22. KAIZEN @petecampbell TEST #3– 10 ZIG! ASSET = COUNTDOWN CLOCK
- 23. KAIZEN @petecampbell TEST #3- NRELATE! • PORTFOLIO: – Technology – Digital – News (US Focus) • AVERAGE CPC: 0.46 zł • MINIMUM SPEND: 304 zł (3042 zł MINIMUM INSERTION ORDER) • ACCOUNT MANAGER PROVIDED
- 24. KAIZEN @petecampbell TEST #3– RESULTS! ! • CLIENT: 10 ZiG • SPEND: 608 zł • IMPRESSIONS: 1,967,213 • CLICKS: 1333 • DOMAIN LINKS: 19 (32.04 zł COST PER LINK) • SHARES: 608 (1.01 zł COST PER SHARE)
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- 26. KAIZEN @petecampbell Content appearsas a suggested ‘Related Link’ to Bloggers when writing their posts. PAY-PER-IMPRESSION ZEMANTA – EARNED RELATED LINKS !
- 27. KAIZEN @petecampbell TEST #4- ZEMANTA ! • STRENGTHES – B2B – Tech – Personal Finance • AVERAGE CPM: 73 zł • MINIMUM SPEND: 1520 zł (3042 zł MINIMUM INSERTION ORDER) • ACCOUNT MANAGER PROVIDED • WEAKNESSES – Fashion / Retail – Travel
- 28. KAIZEN @petecampbell TEST #4– HISCOX! 100+ B2B / STARTUP BLOG POSTS
- 29. KAIZEN @petecampbell TEST #4- RESULTS! ! • CLIENT: HISCOX • SPEND: 3042 zł • IMPRESSIONS: 27,853 • DOMAIN LINKS: 42 (72.43 zł Cost Per Link)
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- 31. KAIZEN @petecampbell FACEBOOK ADVERTISING– PAGE POST ADS! PAY-PER-ENGAGEMENT (OR CLICKS) https://facebook.com/ads/ PAY FOR EACH " CLICK/LIKE/SHARE OR COMMENT
- 32. KAIZEN @petecampbell FACEBOOK ADVERTISING– PAGE POST ADS! PAY-PER-ENGAGEMENT (OR CLICKS) https://facebook.com/ads/ TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS
- 33. KAIZEN @petecampbell TEST #4– FACEBOOK POST ADS! • KEY FEATURES: – Appear in Users Newsfeeds – Boost a Facebook Page Post – Target by Demographic, Location" & Device • AVERAGE CPE: 0.96 zł • AVERAGE CPC: 0.66 zł • MINIMUM SPEND: 3 zł" • SELF-MANAGED DASHBOARD
- 34. KAIZEN @petecampbell TEST #4– FACEBOOK POST ADS! ASSET = IMAGE GALLERY
- 35. KAIZEN @petecampbell TEST #4– RESULTS! ! • CLIENT: Two Little Fleas • SPEND: 507 zł • IMPRESSIONS: 20,407 • CLICKS: 260 • DOMAIN LINKS: 0 • SHARES: 15 (30.62 zł COST PER LIKE)
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- 37. KAIZEN @petecampbell TWITTER ADVERTISING– PROMOTED TWEETS! PAY-PER-ENGAGEMENT http://ads.twitter.com/ PAY FOR EACH " CLICK/RETWEET/SHARE OR FOLLOW
- 38. KAIZEN @petecampbell TWITTER ADVERTISING– PROMOTED TWEETS! PAY-PER-ENGAGEMENT http://ads.twitter.com/ TARGET @ FOLLOWERS! TARGET KEYWORDS / #!
- 39. KAIZEN @petecampbell TEST #5– PROMOTED TWEETS! • KEY FEATURES: – Bid on any Hash-tags, Keywords & " Usernames – Target by Demographic, Location" & Device • AVERAGE CPE: 1.57 zł • MINIMUM SPEND: 3 zł" • SELF-MANAGED DASHBOARD
- 40. KAIZEN @petecampbell TEST #5– PROMOTED TWEETS! ASSET = B2B INFOGRAPHIC
- 41. KAIZEN @petecampbell TEST #5– RESULTS! ! • CLIENT: Travel Out There • SPEND: 507 zł • IMPRESSIONS: 16,527 • CLICKS: 128 • DOMAIN LINKS: 17 (29.81 zł COST PER LINK) • RETWEETS: 21 DIRECT + 1204 EARNED" (0.41 zł TOTAL CPS / 24.14 zł DIRECT)
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- 43. KAIZEN @petecampbell But whydid it work?
- 44. KAIZEN @petecampbell CURATED VIDEOPLAYLIST! ASSET = VIDEO LIST
- 45. KAIZEN @petecampbell JAVASCRIPT CLOCK! ASSET= COUNTDOWN CLOCK
- 46. KAIZEN @petecampbell • Contentdoesn’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!
- 47. KAIZEN @petecampbell THE ARTOF THE HEADLINE! John Caples, US School of Music (1926)
- 48. KAIZEN @petecampbell 10 HEADLINEFORMATS YOU NEED TO TRY! “How To” “Why” “Which” “Who Else” “Wanted” “This” “Because” “If” “Advice” 5/10/25/50/100 (Use Numbers)
- 49. KAIZEN @petecampbell USERS DON’TREAD 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 - 1997
- 50. KAIZEN @petecampbell 5 FORMATTINGTRICKS TO GET A USERS ATTENTION! 1. Use Lists 2. Use Sub-Headings 3. Visualise Each Point (GIFs, Photos, Data Viz) 4. Have Paragraph Breaks, Lots of Them 5. Bold, Italic, Underline Key Points
- 51. KAIZEN @petecampbell MAKING THINGSLINK-WORTHY! 1. Always have a HTML Embed Code" (iFrame or simple image thumbnail)" 2. Use Open Graph Tags to pre-populate Social Share buttons" 3. Incentivise people to share it" (share to win – rafflecopter.com, paywithatweet.com)
- 52. KAIZEN @petecampbell 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!
- 53. KAIZEN @petecampbell Thank You!! ! ! ! Getin Touch: @petecampbell" pete@kaizensearch.co.uk" http://www.kaizensearch.co.uk/ PRESENTATION LINK:! KAIZENSEARCH.CO.UK/SMD/