Using Native Advertising to Amplify Your Reach by Pete Campbell, SEM Days 2015

@petecampbell
pete@kaizensearch.co.uk
Using Native Advertising
To Amplify Your Reach

@petecampbell
Using Native Advertising
To Amplify Your Reach
How To Make People Pay
Attention at 5:30pm

@petecampbell
DOG’S THAT
LOOK LIKE
FILM STARS!!

@petecampbell
WHO IS THIS?

@petecampbell
WHO IS THIS? SAM L. JACKSON

@petecampbell
WHO IS THIS? CHARLIE CHAPLIN

@petecampbell
LAST ONE (I PROMISE)

@petecampbell
RYAN GOSLING.
THE ONLY PERSON SEO’S LOVE MORE THAN LINKS

@petecampbell

@petecampbell
PETE CAMPBELL
/ KAIZEN
•  Founder / Managing Director
•  Kaizen is a team Content Marketing
& Technical SEO specialists
•  “Rising Star of the Year” (Travolution Awards)
•  6+ Years in Agency & In-House Roles
•  Built first website at 11
•  Ran several high-traffic video gaming sites
•  Proud owner of a Game Boy Colour

@petecampbell
SPOT THE
ADVERTISING

@petecampbell
DID YOU MISS
THIS ONE?

@petecampbell
WARNER’S SAFE CURE RAN THE FIRST
NATIVE AD IN 1870

@petecampbell
So, native advertising is
years old
145

@petecampbell
•  “Assuming people would more likely
read news stories – than adverts,
businesses began writing adverts in the
form of news copy. Newspaper editors
agreed to print them for money.”
–  Linda Lawson, 1988
THESE WERE CALLED ‘READING NOTICES’
Full Article: http://bit.ly/1HrFeiO

@petecampbell
BELL TELEPHONE
PAYS $1200 FOR
COVERAGE ON NYT
1886

@petecampbell
THE EDITORS ALWAYS HATED IT –
EVENTUALLY, NYT BANNED NATIVE
FOR OVER 50 YEARS

@petecampbell
NYT RUNS FIRST
ONLINE NATIVE AD
2014

@petecampbell
New York Times Sold
In Native Ads Last Year
$18 MillionAKA A LOTTA OF LEU
71,550,900 LEU TO BE PRECISE

@petecampbell
http://triplelift.com/landscape/

@petecampbell
In-Feed Units
(aka Paid Social)
Recommendation
Widgets
Paid Search
(aka PPC)
Promoted Listings
(e.g. Amazon
Product Ads)
In-Ad Units
(Interactive
Display Ads)
Custom Content
(Infographics, Playlists)
THE 6 TYPES OF NATIVE ADS
* Italtic’s represent my view only IAB Playbook: http://bit.ly/1gzLtDh

@petecampbell
TRAVEL SITE
RECOMMENDATION WIDGETS
IN-FEED UNITS
INTEREST TARGETED

@petecampbell
Contextual
Advertising
Create
Social
Buzz
Generate
Leads
Amplify
Link
Building
WHY USE
NATIVE?

@petecampbell
Get in Touch:
@petecampbell
DOWNLOAD THESE SLIDES
KAIZENSEARCH.CO.UK/SEMDAYS

@petecampbell
EXAMPLES (GOOD, BAD & UGLY)

@petecampbell
BUZZFEED + MINI
ADVERTORIAL

@petecampbell
SPOTIFY + OBAMA
SPONSORED PLAYLIST

@petecampbell
PRICE RISE +
FACEBOOK ADS =
BACKLASH

@petecampbell
THE ATLANTIC LOVES
SCIENTOLOGY

@petecampbell
BEST PRACTICES

@petecampbell
IN-FEED UNITS (PAID SOCIAL)
PAGE POST ADS PROMOTED TWEET

@petecampbell

@petecampbell
Average CPC 3.6 LEU / $0.90 0.6 LEU / $0.15
Average CTR 0.07% 0.10%
Bounce Rate 85% 79%
Minimum Spend 40 LEU / $10 3975 LEU/ $1000
Self-Selve Option Yes Yes
B2C Suitability Good Good
B2B Suitability Good OK
Top 5 Publishers
CNN, Yahoo!, The
Guardian, The
Telegraph, Fast
Company
Daily Mail, ViralNova,
AOL, HuffPost, Hearst
Magazines
* Based on January to April 2015 Kaizen Data

@petecampbell
TRY USING WIDGETS FOR LEAD GENERATION
CTA AT THE BOTTOM OF
INFOGRAPHIC

@petecampbell
24 HOUR RESULTS
B2B CLIENT

@petecampbell
OR TO AMPLIFY YOUR LINK BUILDING / OUTREACH
B2C CLIENT

@petecampbell
Impressions 340,602
Clicks 2080
Spend 10,075 LEU
Domain Links 29
Cost Per Link 347.4 LEU
THE RESULTS

@petecampbell
FOCUS ON LISTS & VISUAL CONTENT
ü  Listicles (23 Reasons Native is Awesome)
ü  Infographics
ü  Quizzes
ü  How-To Content

@petecampbell
MAXIMISE CTR - A/B TEST HEADLINES & IMAGES
Create 3 x
Headlines &
Thumbnails
per URL

@petecampbell
CREATE AN AWESOME THUMBNAIL
ü  Close-Up Photos of People
ü  Use Celebrity Images if possible
ü  Avoid Using Icons, Illustrations & Logos
ü  Use Contrasting, Eye-Catching Colours
ü  400 x 300 Pixels Minimum

@petecampbell
GIVE EACH URL A SEPARATE CAMPAIGN FOR
BETTER AD ROTATION, CLICK / BUDGET SPREAD

@petecampbell
USE ADVANCED TARGETING OPTIONS
ü  Time of Day
ü  Retargeting Campaigns
ü  Geo-Targeting
ü  Device Targeting

@petecampbell
FOCUS ON MOBILE – 40%+ OF TABOOLA’S REVENUE

@petecampbell
IN FEED UNITS (PAID SOCIAL)

@petecampbell
Average CPC 2.1 LEU / $0.53
Minimum Spend 6 LEU / $1.5
Self-Selve Option Yes
Demographic Targeting Good
Facebook CPC Nanigans Q1 2015: http://bit.ly/1Fdp9Nv
Twitter CPC AdParlor Q2 2014: http://bit.ly/1DuuP11
PAGE POST ADS

@petecampbell
FACEBOOK

@petecampbell
USE PAGE-POST ADS TO PROMOTE CONTENT
PAY-PER-ENGAGEMENT (OR CLICKS)
PAY FOR EACH
CLICK/LIKE/SHARE
OR COMMENT

@petecampbell
RIDICIOUSLY GOOD DEMOGRAPHIC TARGETING
PAY-PER-ENGAGEMENT (OR CLICKS)
TARGET BY DEMOGRAPHIC,
LOCATION & INTERESTS

@petecampbell
Max 80 Characters
66% Engagement
Increase
1200 x 628 Pixels
USE A CTA
BUTTON
Open Graph Tags
25 Characters Max
‘The
Perfect
Ad’
Facebook
Guidelines:
h2p://on.6.me/1JmMDTH

Jeﬀ
Bullas:
h2p://bit.ly/19VD8E9

@petecampbell
CREATING THE PERFECT IMAGE
•  1200 x 630 Pixels
http://bit.ly/ogimagekaizen
•  Include a Call to Action
•  Overlay Your Headline
•  Max 20% Limit on Text
https://www.facebook.com/help/468870969814641

@petecampbell
OPTIMISE FOR ‘LIKES’ – MANUAL CONVERSION SPECS
[{"action.type":["like"],"page":[”PAGEID"],"post":[”POSTID"]}]
POWER EDITOR
USE THIS

@petecampbell
OPTIMISING FOR LIKES IN ACTION
VIDEO PLAYLIST / LISTICLE

@petecampbell
Impressions 20,407
Clicks 260 (0.79 LEU CPE)
Spend 1807 LEU
Shares 96
Cost Per Share 18.82 LEU
THE RESULTS PAGE POST ADS

@petecampbell
NOT IMPRESSED

@petecampbell
USE ADVANCED TARGETING OPTIONS
ü  Use the Power Editor – Edit in Bulk
https://www.facebook.com/ads/manage/powereditor/
ü  Create Multiple Ads and A/B Test Ad Set
ü  Use Partner Data
ü  Use Custom Audiences - Target based on Email Lists)
ü  Add a Conversion Pixel to Measure Goals
https://www.facebook.com/ads/manage/convtrack/

@petecampbell
STUMBLEUPON

@petecampbell
USERS DISCOVER & VOTE UP
INTEREST-TARGETED CONTENT
HOW DOES STUMBLEUPON WORK?
Visual Content =
Highest Engagement

@petecampbell
TARGET BY DEMOGRAPHIC,
LOCATION & INTERESTS
AUDIENCE TARGETING

@petecampbell
USE STUMBLE ADS TO EARN A TON OF FREE TRAFFIC

@petecampbell
JUST SPEND 60 LEU A DAY OVER A WEEK

@petecampbell
DESIGNING YOUR CONTENT

@petecampbell
THIS IS NOT GOOD ENOUGH – DON’T EVEN BOTHER
Interes'ng
Jobs
With
Good
Salaries

Published
21/05/2015
by
Pete
Campbell

Job
Title:
Ice
Cream
Taster

Salary:
£39k
($60k)
with
unlimited
free
ice
cream

DescripFon:
Evaluate
ice
cream
in
terms
of
taste,
texture,
smell,
and
other
elements

QualificaFons:
You
need
a
degree
in
food
science
to
land
this
job
not
just
a
love
for
ice
cream.

Job
Title:
Sommelier
(aka
Wine
Expert)

Salary:
£33k
($51k)

DescripFon:
Manages
a
business’
wine
collecFon
to
offer
clients
recommendaFons
and
travels
the
world
to
source
new

products

QualificaFons:

Training
and
cerFficaFon
programmes
and
years
of
training.

Job
Title:
Food
Stylist

Salary:
£50k
($77k)

DescripFon:
Prepare
and
style
food
for
adverts
and
magazine
shoots

QualificaFons:

A
passion
for
food
with
a
creaFve
eye
and
demonstrable
interest
in
the
area
through
taking
courses
and

relevant
qualificaFons.

@petecampbell
YOU NEED TO PACKAGE IT UP RIGHT
Clickbait
Headline
Highly Visual
Branding in
Footer
Increases
Credibility

@petecampbell
YOU NEED TO PACKAGE IT UP RIGHT
Clickbait
Headline
Highly Visual

@petecampbell
John Caples, US School of Music (1926)
CLICK-BAIT HEADLINES IN 1926

@petecampbell
TRY THESE 10 HEADLINE FORMATS
“How To”
“Why”
“Which”
“Who Else”
“Wanted”
“This”
“Because”
“If”
“Advice”
5/10/25/50/100
(Use Numbers)

@petecampbell
USABILITYHUB.COM – A/B TEST HEADLINES
http://simitator.com/generator/twitter

@petecampbell
UPWORTHY A/B TEST 25 HEADLINES
http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding

@petecampbell
TO MASSIVELY IMPROVE THEIR VISITS
http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding

@petecampbell
https://kingsumo.com/apps/headlines/
DO IT YOURSELF WITH KINGSUMO HEADLINES

@petecampbell
“We found 79 percent of our test
users always scanned any new
page they came across; only 16
percent read word-by-word.”
–  Jakob Neilsen
USERS DON’T READ CONTENT (THEY SCAN IT)

@petecampbell
DESIGN HACKS TO INCREASE ENGAGEMENT
ü  HOST CONTENT ON SEPARATE MICRO-SITE
ü  MINIMISE BRANDING
ü  BE DIGESTIBLE - USE LISTS, SUB-HEADINGS
ü  ADD VISUALS TO EVERY HEADING, PARAGRAPH
ü  ADD A ‘SHARE’ BUTTON TO IMAGES - http://bit.ly/1zYgUyI
ü  ADD A ‘TWEET THIS QUOTE’ BUTTON - http://bit.ly/1FlGtjz
ü  ‘ORIGINAL’ SOCIAL BUTTONS OVER ‘PRETTY’ ONES

@petecampbell
USE OPEN GRAPH TAGS & SOCIAL IMAGES
•  Pre-populate headlines, & rich
media on Facebook, Twitter &
LinkedIn
•  You need these tags on your site:
•  OG:Type
•  OG:Locale
•  OG:Title
•  OG:Publisher
•  OG:Description
•  OG:Image (1200px by 628px)
http://ogp.me/

@petecampbell
ALWAYS HAVE AN EMBED CODE
EVEN IF IT’S JUST AN IFRAME OR EMBEDDABLE THUMBNAIL
http://builtvisible.com/embed-code-generator/

@petecampbell
READY FOR LIFTOFF

@petecampbell
Cost Per Click Cost Per Share
Bounce Rate Cost Per Link
Time On Site Click to Lead %
Pages Per Visit Click to Sale %
THE KPI’S TO MONITOR
DURING CAMPAIGN POST-CAMPAIGN ANALYSIS

@petecampbell
Contextual
Advertising
Create
Social
Buzz
Generate
Leads
Amplify
Link
Building
Enjoy
Success

@petecampbell
Thank You!
Get in Touch:
@petecampbell
DOWNLOAD THESE SLIDES
KAIZENSEARCH.CO.UK/SEMDAYS

Using Native Advertising to Amplify Your Reach by Pete Campbell, SEM Days 2015

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Using Native Advertising to Amplify Your Reach by Pete Campbell, SEM Days 2015