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