dominating the paid media universe
TRANSCRIPT
@SamJaneNoble
The Inbounder – May 2016
DOMINATING THE PAID MEDIA UNIVERSE
2000
2016
4 x Paid Ads
2 x Organic Listings
4 x Image Search
7 x Organic Listings
3 x Paid Ads
1 x Knowledge Graph
2000
2016
€€€€
Google’s revenue from advertising continues
to increase exponentially.
Source: Statista
89%of Google’s
revenue
Came from advertising platforms such as AdWords in 2015!
Source: Investor Google
They must innovate in
order to maintain growth.
PA ID MEDIA UN IVERSEWELCOME TO THE
DISPLAY REMARKETING GMAIL
YOUTUBE APPS SHOPPING MOBILE
SEARCH
DISPLAY REMARKETING NATIVE
MOBILE SHOPPING
SEARCH
Gone are the days when
all we had were keywords.
Advertisers now have
more to get excited by.
We can now target our
own audiences via PPC.
This is where things get really powerful.
Competitors are unable to
copy or replicate your
audience.
“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble
TOP TIP:
Facebook Pixel
Everything
Create custom audiences to segment visitors
based on the pages they view.
Wait for the data to
accumulate.
You then have a huge amount of insight into
the audiences demographic makeup.
Use this in your cross-
channel marketing.
TARGETT INGFUNNEL
This is too complicated.
This is too simple.
This is just about right.
What does this actually
mean for you?
UNIVERSEBACK TO THE
The Awareness Galaxy
Awareness
Display Ads Gmail Ads
YouTube In-Display
YouTube In-Stream
Dynamic Search Ads
LinkedIn AdsFacebook
Ads
Bing Native
Twitter Ads
Instagram Ads
YouTube In-Stream Ads are amazing for brand
awareness and come in at a low cost.
Display ads on a CPC model can drive
thousands of impressions without a huge cost.
Bing Native ads appear in context within
content on the MSN network.
Instagram ads are disruptive by nature but with
the right messaging can entice.
The Consider Galaxy
Consideration
Brand Bidding
Competitor Bidding
Vouchers & Reviews
Seller Ratings
Remarketing
RLSALanding Pages
Affinity Audiences
YouTube Remarketing
Dynamic Remarketing
Local Inventory
Ads
Bing Native
Have a presence when potential customers
are looking for reviews, vouchers & discounts.
Likewise, you want to appear when the
potential audience searches for your brand.
Remarket to your YouTube channel audience
as they watch follow-up video content.
Seller Ratings make your ads stand out in the
crowded search results and boost CTR.
The Preference Galaxy
Preference
Gmail Ads: Competitor Gmail Ads:
Your Brand
RLSA
Remarketing
PLAs
Amazon AdsFacebook
Product Ads
Google Search
Bing Search
Dynamic Remarketing
YouTube In-Display
Bid on competitors names using Gmail ads to
entice customers away if they receive mail.
Use Gmail ads to reinforce your brand message
from your email campaigns.
Google and Bing search is imperative if you
are looking to keep audiences at this stage.
The Purchase Galaxy
Purchase
Google & Bing Search
Amazon Ads
Google Shopping
Facebook Shopping
Ads
Bing Shopping
RLSARemarketing
YouTube Shopping
Ads
Similar Audience
Local Inventory
Ads
In-Market Audiences
Google Shopping is the go to place for
audiences who are researching where to buy.
If you have a physical store with stock, Local
Inventory Ads can drive footfall from online.
Dynamic Remarketing can be used for any
sector to show highly relevant display ads.
Use Similar Audiences to target potential
customers with a similar demographic to yours.
60%more
impressions
Source: Google
58%more clicks
41%more
conversions
Countdown Ads create a sense of urgency
and can often increase your conversion rate.
Amazon makes it very easy for customers to
buy. Use Amazon Sponsored Ads to drive sales.
The Loyalty Galaxy
Loyalty
Gmail Ads
Customer Match
RLSA
RemarketingGoogle Search
Bing Search
Facebook Ads
Use Customer Match with Gmail Ads to offer
loyalty discounts for existing customers.
Gmail ads can also be used to encourage
existing customers to buy a different product.
If you have a rewards scheme, Facebook
Customer Match promotion can work well.
Use time-based Remarketing to target buyers
around the anniversary of their purchase.
Valentines
Day
RLSA competitor bidding means you can
capture audiences before they go elsewhere.
The Advocacy Galaxy
Advocacy
Customer Match
Gmail Ads –Forward to Friend
Recommend a Friend
Facebook Ads
Customer Match for Gmail and YouTube can
work well to promote a RAF scheme.
Encourage existing customers to ‘Forward to a
Friend’ using Gmail Ads.
Personalised ads for customers and friends
can drive a lot of engagement and sales.
ATTR IBUT IONDON’T FORGET
Use the Assisted Conversions report to
understand the ‘actual’ value of non-converters.
The Top Paths report will show you which
campaigns drive the touchpoints before a sale.
THOUGHTSFINAL
Things to takeaway• Have a paid media strategy for the entire purchase
funnel – don’t let your competitors steal your space
• Segment your website audience in Facebook to
understand cross product demographic
• Use attribution to make informed
decisions on what works and
what doesn’t
“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble
Thanksfor listening.
@Koozai
Facebook.com/koozaiE-mail: [email protected]
www.koozai.com
Tel: 0330 353 0300