Driving Traffic to your Website with Paid Advertising - AMA UHD Conference

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DRIVING TRAFFIC WITH PAID ADVERTISINGMaking the Most of New Tools & TrendsCaitlin Kaluza | @qcait | AMA UHD Conference

Friday, October 18, 13

1. Setting Strategic Goals

2. Finding Your Audience

3. Platform Choices

4. AB Testing

5. Tips & Tricks

LET’S TALK...

Photo Credit: flickr.com/photos/duncanh1/9047426263/Friday, October 18, 13

“Mak! it simpl!, but significant“ - Don Drape"

SETTING GOALS

STEP 1: PUT YOURSELF IN THEIR SHOES

1. Demographics

2. Their Pain Points

3. Behavior - Where do they hang out?

4. When?

Photo Credit: flickr.com/photos/luchilu/633923159

Start with Standards - Then Test for Yourself

Source: mashable.com/2012/06/26/marketers-failing-twitter-study/

STEP 2: DEFINE A CONVERSION

1. How will you define success?

2. How can you measure it?

3. Are you set up to track it?

EXAMPLE CONVERSIONS

STEP 3: SET EXPECTATIONS

•This Takes Time

•Marketing is Never “Over”

•Your Website... It’s Alive!

Photo credit: flickr.com/photos/bagaball/6957682511

STEP 4: WHERE IN THE BUYING CYCLE ARE THEY?

smartinsights.com/wp-content/uploads/2012/02/inbound-marketing-funnel.jpg

Photo Credit: flickr.com/photos/68428932@N00/4690601431/

Your Website is Your Mothership.

Where are you sending people?

formstack.com/the-anatomy-of-a-perfect-landing-page

LANDING PAGE TIPS

• Grab them with the Headline

• Clear call to action

• Third party validation

• Keep it as simple as you can, but as complex as it needs to be

• Always be testing

Tools in Your Toolkit

Search Network

1+1=3Why pay?

Search NetworkBe there when they’re searching for you2%-4% CTR

1. Bid on Keywords2. Quality Score x Bid

determine placement

3. Pay for Clicks Only4. Target by Geography &

Device

THE LONG TAIL OF MARKETING

GOOGLE KEYWORD TOOL

Display Network

Text Ads

Image Ads

Video Ads

Display NetworkBranding Impressions to a Targeted Audience0.1% CTR

1. Bid on KeywordsYour ads show next to content containing those Keywords

2. Can define specific placements and topics

3. Pay for Clicks Only4. Target by Geography,

Device, Demographics5. Sites include:

Gmail, Apps, Mashable.com, Buzzfeed.com, Cracked.com, The Weather Channel, etc.

1. 16% Market Share2. Less Competition

Tends to be Cheaper3. Long Tail Tends to work4. Demographics Skew Older

(Default Search Engine)

Search Engine Relationships

bruceclay.com/serc.htm

SOCIAL ADVERTISING

FACEBOOK ADVERTISING

90%With 1.11B MAU, Facebook accounts for

of all time spent social networking

• Users are 40-150 times more likely to consume your content on their newsfeed than your page

• Facebook determines newsfeed content with their algorithm Edgerank, based on:

• Your personal interaction with that user and type of content

• Your network’s interaction

• Target based on personal interests

• 3 Types:• Boost post• Sponsored

Story• Paid ad

• Average CTR is low (~0.05%)

FACEBOOK: ANATOMY

comScore

Ad Content Strategy

• Think social• Think FUN• Think low barrier to entry• Start small• Target by Demographic• Consider how you use Facebook

TWITTER ADVERTISING

• Full-Service

• Promoted Accounts, Tweets and Trends

• Customer Service Rep

• Self-Service

• Promoted Accounts and Tweets

• Only pay for what works (when someone clicks, replies, RTs)

PAID ADS

• Keep it short

• Keep it timely

• Users are 5x more likely to share news

• Use images and links

Ad Content Strategy

• > 1B unique visitors each month

• Nielsen: YouTube reaches more US adults age 18-34 than any cable network

• YouTube is the second largest search engine

• Standard In-Stream - :15 or :30 long “commercials”

• TrueView - Can be longer, can skip after 5 seconds

PAID ADS

• Make it entertaining - don’t want it to “feel like an ad”

• Create different versions at different lengths

CONTENT STRATEGY

• > 200M Users• > 2.5M Company Pages• Supports paid ads via Premium Display

ads, Sponsored inMail and Sponsored Updates

businessinsider.com/chart-of-the-day-where-do-linkedin-users-work-2012-2

PAID ADS

Marketing Solution• Display and social ads• Dedicated account rep• Guaranteed inventory

and delivery• CPM• Minimum spend is $25K/

3 months

PAID ADS Self-Serve Ads

• Text ads w/ image

• CPM or CPC

• No minimum spend

CONTENT STRATEGY

• Target by industry/position

• Professional development

• Give download/free offer

• Be careful of ad fatigue

PAID ADS

WHAT ABOUT NEW

NETWORKS?

FIND YOUR AUDIENCEhttp://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/

AB Testing

Flickr credit: flickr.com/photos/53921113@N02/5645102295/

A/B Testing with Google Analytics Content Experiments

A Bvs.

Social Media Tracking Tools

Tip: Add + on the end of any bit.ly URL to see stats

Heat Map Tools with CrazyEgg.com

AB TESTING TIPS

• Start with best practices and test from there

• Test one thing at a time

• Give it time

• Measure your success

QUESTIONS?

CAITLIN KALUZAMarketing Manager

@qcait

slideshare.net/schipulblog.schipul.com

@schipul

Driving Traffic to your Website with Paid Advertising - AMA UHD Conference

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