learning from the holidays: 10 tips to improve online advertising in 2014
TRANSCRIPT
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
WhatRunsWhere
Max Teitelbaum
COO, Co-Founder
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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