10 Tips to run successful Paid Marketing What we do We are - - PowerPoint PPT Presentation
10 Tips to run successful Paid Marketing What we do We are specialists not generalists, accelerating your lead generation across search engines and social media channels. Our clients growth is our success Only a customer that you win Paid
Our client’s growth is our success Only a customer that you win is a success to us A proven record of B2B & B2C companies in our portfolio
Paid CRO SEO
Small, agile & success oriented
We are specialists not generalists, accelerating your lead generation across search engines and social media channels.
Search Display Paid Social
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< Retargeting
✓ Brand visibility
Use relevant keywords to ensure your brand appears on top position when people are searching services/products similar to yours.
✓ High-intent Advertising
Generate highly qualified leads advertising to people who know exactly what they want.
✓ Great for A/B test your communication
Gain insights through clean A/B testing results from your Paid Search ads. This will enable you to validate which website design or landing page, which CTA or which wording works best with your target audience.
Display Paid Social
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< Retargeting
✓ Maximise reach
Get your name out there with ads on the Google Display Network which holds 2 million websites and 90 percent of all internet users.
✓ Target the right Audience
A variety of targeting options available on GDN enables you to show your ads to people with a certain browsing behaviour, searching actively for things relevant to what you are offering or purely matching the right demographic criteria.
✓ Support conversions across all channels
Display campaigns are strongly assisting conversions on other channels, meaning Display contributes to the success of any other Marketing activity you decide to do.
Search
Search Display Paid Social
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< Retargeting
✓ Amplify your reach
Advertising on Social Media gives your brand instant visibility. Place your ad directly in the user’s feed, through stories, or in their messenger and drive leads, website traffic, and sales.
✓ Fast results
Depending on your budget, objectives and what you define as a result, Paid ads on Facebook, Instagram, Linkedin, Pinterest & Co can get you in front of the right people at the right time and at a greater scale than you can achieve organically.
✓ Advanced Retargeting
One of the strongest ‘selling’ points of Paid Social is the ability to re-engage your existing customers or site visitors with enticing call to action.
KETLY Paid Social AMY SEO TOMASZ Paid Search / Display PHILIP Paid Search / Display SOPHIA Paid Search / Display NAVEED Co-Founder MARTINA Co-Founder MARY-JANE Marketing Intern
“Your Brand name is your most valuable keyword”
#1 Improve visibility and dominate your search result page (organic + paid)
○ “The only constant in the world of SEO is change. In fact, Google is reported to change its search algorithm around 500 to 600 times each year.”* ○ Benefit from more advertising space especially on mobile
5 Reasons to bid on your brand name
* searchengineland.com
#2 Increase CTR and Receive Incremental Traffic
Paid content Organic content
5 Reasons to bid on your brand name
#3 Be in control
○ Send Visitors to a Different Landing Page ○ Change your message instantly ○ Decide what additional content (e.g. Sitelinks) you show
Competitor bidding on brand name
#4 Branded terms are a steal
5 Reasons to bid on your brand name
#5 Keep competitors at bay PLUS: Brilliant side-effects
“Do not miss your low-hanging fruit
Build your audience from Day 1
How to
Do
… utilise the cross channel experience … up-/ and cross-sell … offer special discounts … get the whole user journey right
Don’t
… be a stalker … target customers with the same item they just have bought … just use the same ad over and
Start to run an ad as soon as your audience is large enough
Start thinking about your Retargeting strategy from Day 2 Show tailored Retargeting ads to different segments of your target audience
What are you trying to achieve?
Goal: Lead generation Goal: Brand Awareness
Examples
Dynamic Retargeting ads Make them take the plunge Simple & Straight forward
“Put Quality first, bidding second”
Auction Bidding
Auction Bidding
Auction Bidding
Max CPC → Actual CPC
The calculations behind it
Ad ranking
“Focus on improving your Quality Score, rather than bidding higher and higher. “
Good Quality with the right bidding
Answer the question!
“Do not underestimate the impact of a well researched keyword list”
When thinking of what you should bid on ask yourself these questions.
1. Build your keyword list
1. Search for your product/service 2. Competitor insights from third party providers
Google Keyword Planner a) Get search volume data i) Historical data 1) Search Volume over the past 12 month 2) Competition insights ii) Forecast Note: This outlook is based on targeting settings and bids recommended by Google b) Find new keywords Best practice: Always use more than just one keyword planner! We also recommend the Keyword Explorer by Moz.
“Plan - Wait - Learn”
Plan - Wait - Learn
#1 Make detailed plan and stick to it ○ Know What You Want (& Set the Objective) ○ Analyse Your Past ○ Remember Who You’re Talking to (& Speak Their Language) #2 Avoid unnecessary edits ○ Don’t delay delivery system's ability to optimise ○ Avoid high ad volumes ○ ‘’Learning limited’’ #3 Important metrics ○ Testing results ○ Did you meet your goals? ○ Engagement
‘’Influencer marketing - The other approach’’
Influencer marketing - The other approach
‘’Roughly 50% of Consumers Depend on Influencer Recommendations’’ #1 Make a good choice ○ Choose influencer similar target audience to yours ○ Research the followers' growth and account evolution ○ Check their engagement rates #2 Branded content ○ Double your exposure ○ Control over paid insights
Influencer marketing - The other approach
#3 The other approach ○ Control over paid and organic insights
‘’Use Lead gen forms’’
Lead gen forms
Lead gen forms on LinkedIn
Lead gen forms
#1 Easiest lead capture ○ Smooth integrations with your CRM ○ LinkedIn pre-filled forms #2 Specific ad types ○ Webinars/events sign up ○ Request brochure - direct download #3 Paid social lead gen form vs website lead gen form ○ Websites often mislead the leads ○ Same campaign, same ads, different destination ■ 6 website leads vs 23 lead gen leads
‘’Paid and organic are friends’’
Paid and organic are friends
#1 Align your paid content with organic ○ Make sure your messages are aligned ○ Have a consistent look and feel #2 Remarketing ○ Brand recognition ○ More natural feeling
“Be Concise with Forms”
Conversion Rate Optimisation
User Journey Social Media Ad Search Ad Landing page CTA Goal Display Banner
Be inFORMed
The terrible form cont...
Remove the Right Fields
Forms
1. Focus on quality 2. Avoid Optional Fields 3. Consider the Ultimate Goal 4. What is the form’s value to the user? 5. Place the Webform close to the fold 6. Mobile!! 7. Consider the CTA!
“Be Interactive with Ads”
Media