learning from the holidays: 10 tips to improve online advertising in 2014

Learning from the Holidays:

10 Tips to Improve

Online Advertising in 2014

February 5, 2014

Max TeitelbaumCo-Founder, COOWhatRunsWhere

Lori WeimanCo-Founder, CEOThe Search Monitor

Featured Speakers

First, a little about the competitive intelligence data you will see…

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Learn more at

TheSearchMonitor.com

Learn more at

WhatRunsWhere.com

Learning from the Holidays:

10 Tips to Improve Online

Advertising in 2014

PAID SEARCH

AFFILIATE MARKETING

DISPLAY ADS

MOBILE ADS

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Learning from the Holidays:

10 Tips to Improve Online

Advertising in 2014

PAID

SEARCH

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#1: Know which offers your competitors are running

Data: Percentage of PPC ads on Google and Bing containing one of these offers. Black Friday Weekend (Nov. 27 to Dec. 2 2014) 5

#2: Be strategic in how you use Google’s PLA units

6Data: Percentage of search results for above keywords where PLAs appeared during Black Friday weekend (Nov. 27 to Dec. 2, 2014)

#3: Make sure you know market visibility of you and competitors

7Data: The Search Monitor’s proprietary Market Visibility measure from August to December 2014.

Learning from the Holidays:

10 Tips to Improve Online

Advertising in 2014

AFFILIATE

MARKETING

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#4: Keep a constant eye on the affiliate marketing landscape

9Data: Verticals with the highest percentage of affiliates during Black Friday weekend (Nov. 27 to Dec. 2, 2014)

#5: Closely monitor your affiliates and pursue those with issues

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72% comply

Data: Affiliate threat levels using The Search Monitor’s paid search ad crawling data from January 2014

Learning from the Holidays:

10 Tips to Improve Online

Advertising in 2014

DISPLAY

ADS

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#6: Gain Inspiration from Competition’s Best Ads

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How can you improve?

Data: WhatRunsWhere

What can you learn

from their banner ads?

Check out their…

• Ad Design (Colors Used,

Image Choices, Flash/Image)

• Ad Copy

• Call To Action (CTA)

Ebay’s Top Display Ads for Holiday Season 2013…

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Notice how they use the word ‘Shop’ in all of their CTA’s?

All of Ebay’s Top Ads feature a CTA that appears as a clickable button/link

#7: Know Where Competition is Running their Ads

14Data: WhatRunsWhere

Discover Opportune Traffic Sources that Your

Competitors are Using…Steal their Data!

- What Ad Networks are they using?

- Are they using Media Buys to drive traffic?

TIP: Don’t just track competitors, but also track

advertisers with a similar target niche

Ebay’s Top Traffic Sources for Ad Placement…

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Their most prevalent ads are all Media Buys

Data: WhatRunsWhere

They have been using this Traffic Source for over 2 Years!

#8: Test. Optimize. Repeat.

16Data: WhatRunsWhere

Product VS. No Product

BoarderVS.

No Boarder

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Static VS. Flash

#8: Test. Optimize. Repeat.

Learning from the Holidays:

10 Tips to Improve Online

Advertising in 2014

MOBILE

ADS

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Are You Taking Advantage of Mobile Display Ads?

19Data: Digiday, Market2Media, Email Monday.

• Americans spend an average of 158 minutes every day on their smartphones and tablets.

• 64% have made a mobile purchase after seeing a mobile ad but nearly 74% haven’t received mobile ads from their favorite brands

• 53% of the “on-the-go” US audience is willing to exchange information for more relevant content and better information including mobile deals

• 48% of email is now opened on a mobile device

#9: ‘Tapable’ Call to Action

20Data: WhatRunsWhere

Check some of these current Top Mobile Ads…

#10: Simplicity is Key

21Data: WhatRunsWhere

Use Contrasting Colors & Keep copy to a minimum (5-10 words)

Check some of these current Top Mobile Ads…

Biggest Take Aways from Today…

• Paid Search: Watch your offers to include the obvious and the not so obvious

• Affiliate Marketing: Share page ownership with affiliates (merchant owns PLA & affiliate advertises on paid)

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Biggest Take Aways from Today…

• Display Ads: Leverage your competitor’s data to boost your own display advertising strategy

• Mobile Ads: Test. Optimize. Repeat. (This tip is important for mobile ads too!)

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The Search Monitor

Lori Weiman

CEO/Co-Founder

Lori@thesearchmonitor.com

WhatRunsWhere

Max Teitelbaum

COO, Co-Founder

Max@WhatRunsWhere.com

Thanks from The Search Monitor and WhatRunsWhere!

Contact us to get the intelligence you need

to improve your 2014 online advertising.

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