biddable media as a part of your marketing mix - digital olympus

Founder, CEO Saija MahonMahon Digital Marketing

www.mahondigital.com

Biddable Media as a part of your digital marketing mix

Why advertise?• The web is becoming more and more cluttered

• Organic reach is slowly decreasing over time at the benefit of paid space

• This is happening in Google’s SERPs (search engine results pages) on desktop & mobile with more ads taking the space, especially when ad extensions are being used (structured snippets, sitelinks, locations…)

• The same phenomenon is taking place on the most popular social platforms including Facebook and Twitter as they try to monetise their traffic

• All digital channels support each other – having a variety of traffic sources guarantees the best ROI

SEO

PPC

Social Media

ROI

Google’s SERPs

Desktop Mobile

Facebook

Available biddable platforms

• Traditional PPC platforms

• Google Adwords / search network• Bing Ads

•Social advertising

• YouTube• Facebook• Twitter• LinkedIn• Instragram

Google My

Business page

Sponsored Ads

Top 4 Sponsore

d Ads

Organic Results

The Google Search Network

Google Adwords vs Facebook advertising

Google Adwords

• Google AdWords is a tool that allows a user to advertise within the Google network. This allows an advertiser to attract more customers, by reaching relevant people anywhere on a local or global scale.

• Google AdWords includes the search network, display network, Google shopping and video advertising (via YouTube).

• In April 2015 Google accounted for 88.4% of all searches in the UK

• Google’s dominance over its competitors makes it the search engine of choice for advertisers.

Facebook for business

• Ads on Facebook are generally shown on the newsfeed or sidebar, as well as on mobiles, granting potentially massive audiences.

• Advertising on one of the world’s leading social networks has its benefits, and for a marketer the main attraction is its powerful targeting options, and the ability to combine images with text.

In February of 2015, Facebook announced that it had reached two million active advertisers, with most of the gain coming from small businesses.

Key features

PPC Strategy PPC

Text, Image, Video Formats Text, Display, Video

Yes Remarketing Yes

No Keywords Yes

Yes Geo Targeting Yes

Yes Social Engagement Limited

No Extensions Yes

Moderate Purchase Intent High

Yes Mobile Ads Yes

Powerful Targeting #1 Strength Search Intent

It’s all about mobile

• On average, people check their phones 150 times per day!

• When a customer makes a search online, they do so with intent.

• 50% of mobile conversions happen within 1 hour of a search being conducted.

Mobile & Adwords

• As mobile continues to grow, and with searches more action orientated, advertising in front of the right people, at the right time has never been more important.

Mobile ad extensions

Questions?

www.mahondigital.com