Presented at Search Marketing Day in Warsaw, Poland in June 2014 on how you can use various Native Advertising platforms to help earn links as part of your content marketing strategy.

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@petecampbell
Advertising = !
Pearly-White Links?

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@petecampbell
How to Use Native
Advertising to "
Earn Big Links

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@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

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@petecampbell
“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?!

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@petecampbell
http://blog.triplelift.com/post/58958654486/
native-advertising-landscape

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@petecampbell
CONTENT ADVERTISING
WHAT YOU NEED TO FOCUS ON!
SOCIAL ADVERTISING

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@petecampbell
TRAVEL SITE
CONTENT ADVERTISING
SOCIAL ADVERTISING
INTEREST TARGETED

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@petecampbell
WHY IS NATIVE 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 MATT CUTTS 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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@petecampbell
CONTENT ADVERTISING

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@petecampbell
WHAT CONTENT ADVERTISING LOOKS LIKE!
YOUR LINK
HERE
PAY-PER-CLICK

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@petecampbell
TEST #1 - OUTBRAIN!
• PORTFOLIO:
– Food
– Sport
– Travel"
• AVERAGE CPC: 0.76 zł
• MINIMUM SPEND: 30 zł
• SELF-MANAGED DASHBOARD

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@petecampbell
TEST #1 – THE LAZY HOSTESS!
ASSET = 15 x RECIPES

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@petecampbell

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@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)

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

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@petecampbell
TEST #2 – TWO LITTLE FLEAS!
ASSET = VIDEO LIST

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@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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@petecampbell
PR7
OMG!!

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@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)

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@petecampbell
TEST #3 – 10 ZIG!
ASSET = COUNTDOWN CLOCK

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@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

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@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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@petecampbell
ZEMANTA

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@petecampbell
Content appears as a suggested ‘Related Link’ to
Bloggers when writing their posts.
PAY-PER-IMPRESSION
ZEMANTA – EARNED RELATED LINKS !

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@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

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@petecampbell
TEST #4 – HISCOX!
100+ B2B / STARTUP BLOG POSTS

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@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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@petecampbell
SOCIAL ADVERTISING

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

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

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@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

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@petecampbell
TEST #4 – FACEBOOK POST ADS!
ASSET = IMAGE GALLERY

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@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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@petecampbell
NERD
FAIL"
NO

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

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

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@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

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@petecampbell
TEST #5 – PROMOTED TWEETS!
ASSET = B2B INFOGRAPHIC

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@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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@petecampbell
NAILED IT

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@petecampbell
But why did it work?

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@petecampbell
CURATED VIDEO PLAYLIST!
ASSET = VIDEO LIST

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@petecampbell
JAVASCRIPT CLOCK!
ASSET = COUNTDOWN CLOCK

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@petecampbell
• 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!

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@petecampbell
THE ART OF THE HEADLINE!
John Caples, US School of Music (1926)

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@petecampbell
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)

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@petecampbell
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 - 1997

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@petecampbell
5 FORMATTING TRICKS 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

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@petecampbell
MAKING THINGS LINK-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)

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@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!!
!
!
!
Get in Touch:
@petecampbell"
pete@kaizensearch.co.uk"
http://www.kaizensearch.co.uk/
PRESENTATION LINK:!
KAIZENSEARCH.CO.UK/SMD/