Sam Noble – Paid Media: It's Not All About the Endgame (Turing Fest 2016)

Transcript

1. @SamJaneNoble Turing Festival – August 2016 PAID MEDIA: IT’S NOT ALL ABOUT THE END GAME
2. For the search engines & social networks Paid Media is all about…
3. ££££
4. Google’s revenue from advertising continues to increase exponentially. Source: Statista
5. 89% of Google’s revenue Came from advertising platforms such as AdWords in 2015! Source: Investor Google
6. They must innovate in order to maintain growth.
11. Location + Service 3 x Paid Ads 3 x Local Listings 10 x Organic Listings
12. Location + Product 4 x Paid Shopping Ads 3 x Local Listings 10 x Organic Listings
13. Product 6 x Paid Shopping Ads 2 x Organic Listings 7 x Organic Listings 7 x Image Results
14. We can see how diverse the search results are now.
15. 2000 2016
16. This is above the fold
17. PAID MEDIA GAMES WELCOME TO THE
18. DISPLAY REMARKETING GMAIL YOUTUBE APPS SHOPPING MOBILE SEARCH
19. DISPLAY REMARKETING NATIVE MOBILE SHOPPING SEARCH
21. Gone are the days when all we had were keywords.
22. Advertisers now have more to get excited by.
23. We can now target our own audiences via PPC.
24. This is where things get really powerful.
25. Competitors are unable to copy or replicate your audience.
26. “Audience is your Unique Marketing Point (UMP)” @SamJaneNoble
27. TARGETTING FUNNEL
28. This is too complicated.
29. This is too simple.
30. Unaware Aware Loyalty Consideration Preference Buy Advocacy This is just about right.
31. Unaware Aware Loyalty Consideration Preference Buy Advocacy
32. Unaware Aware Loyalty Consideration Preference Buy Advocacy
33. What does this actually mean for you?
34. GAMES BACK TO THE
35. 32 Strategies in 20 Minutes.
37. Awareness Games
38. Awareness Display Ads Gmail Ads YouTube In- Display YouTube In- Stream Dynamic Search Ads LinkedIn Ads Facebook Ads Bing Native Twitter Ads Instagram Ads
40. In-Display Ads appear at the top and/or side when a user searches on YouTube. @SamJaneNoble
41. YouTube In-Stream Ads are amazing for brand awareness and come in at a low cost.
42. Display ads on a CPC model can drive thousands of impressions without a huge cost. @SamJaneNoble
43. Advertising in the sidebars of Skype can be great for driving awareness to businesses. @SamJaneNoble
44. Instagram ads are disruptive by nature but with the right messaging can entice. @SamJaneNoble
45. Similar Audiences + Gmail Ads to target new customers with the same demographic. @SamJaneNoble
46. Consideration Games
47. Consideration Brand Bidding Competitor Bidding Vouchers & Reviews Seller Ratings Remarketing RLSA Landing Pages Affinity Audiences YouTube Remarketing Dynamic Remarketing Local Inventory Ads Bing Native
48. @SamJaneNoble
49. Have a presence when potential customers are looking for reviews, vouchers & discounts. @SamJaneNoble
50. Likewise, you want to appear when the potential audience searches for your brand. @SamJaneNoble
51. Remarket to your YouTube channel audience as they watch follow-up video content. @SamJaneNoble
52. Seller Ratings make your ads stand out in the crowded search results and boost CTR. @SamJaneNoble
53. Expanded Text Ads are now out of BETA and can drive significant increase in CTR. @SamJaneNoble
54. Preference Games
55. Preference Gmail Ads: Competitor Gmail Ads: Your Brand RLSA Remarketing PLAs Amazon Ads Facebook Product Ads Google Search Bing Search Dynamic Remarketing YouTube In- Display
57. Bid on competitors names using Gmail ads to entice customers away if they receive mail. @SamJaneNoble
58. Google and Bing search is imperative if you are looking to keep audiences at this stage. @SamJaneNoble
59. For location based businesses, including the address in the ads can increase conversions. @SamJaneNoble
60. Local Search Ads on Google Maps for desktop can appear in the search results & on the map. @SamJaneNoble
61. In the Google Maps mobile app, ads can appear in the results & within the actual map. @SamJaneNoble
62. Purchase Games
63. Purchase Google & Bing Search Amazon Ads Google Shopping Facebook Shopping Ads Bing Shopping RLSA Remarketing YouTube Shopping Ads Similar Audience Local Inventory Ads In-Market Audiences
65. The recently announced Promoted Pins in Google Maps can drive footfall into the store. @SamJaneNoble
66. Google Shopping is the go to place for audiences who are researching where to buy.
67. Showcase Shopping ads can be used to promote products & convert broad terms. h/t PPC Hero
68. Retail sites should always utilise Schema to enable Automatic Updates on feeds. @SamJaneNoble
69. Dynamic Remarketing can be used for any sector to show highly relevant display ads. @SamJaneNoble
70. Black Friday themed ads paired up with Countdown Ads to create urgency & sales. @SamJaneNoble
71. Amazon makes it very easy for customers to buy. Use Amazon Sponsored Ads to drive sales. @SamJaneNoble
72. Use a platform such as Unbounce to create dedicated landing pages for campaigns. @SamJaneNoble
73. Loyalty Games
74. Loyalty Gmail Ads Customer Match RLSA Remarketing Google Search Bing Search Facebook Ads
76. Use Customer Match with Gmail Ads to offer loyalty discounts for existing customers. @SamJaneNoble
77. Use search ads for the Brand+Rewards terms to drive traffic into your site rather than another. @SamJaneNoble
78. Use Hotel Ads to promote deals to existing customers on Google. @SamJaneNoble
79. Gmail Ads can be used to encourage existing customers to book another destination. @SamJaneNoble
80. RLSA competitor bidding means you can capture audiences before they go elsewhere. @SamJaneNoble
81. Advocacy Games
82. Advocacy Customer Match Gmail Ads – Forward to Friend Recommend a Friend Facebook Ads Remarketing for Reviews
84. Encourage existing customers to ‘Forward to a Friend’ using Gmail Ads with unique discounts. @SamJaneNoble
85. Gmail Ads with Customer Match can also be used to promote a Refer a Friend Scheme. @SamJaneNoble
86. Use remarketing across platforms to generate reviews from existing customers. @SamJaneNoble
87. ATTRIBUTION DON’T FORGET
89. Use the Assisted Conversions report to understand the ‘actual’ value of non-converters.
90. The Top Paths report will show you which campaigns drive the touchpoints before a sale.
91. THOUGHT FINAL
92. “Audience is your Unique Marketing Point (UMP)” @SamJaneNoble
93. Thanks for listening. @SamJaneNoble E-mail: sam.noble@koozai.com www.koozai.com Tel: 0330 353 0300