self-serve advertising - myrtle beach wordpress meetup - december 2016
TRANSCRIPT
Self-Serve Advertising
About Me
Josh WilliamsDigital Marketing Director - Visibility and Conversions
Google AdWords
Google AdWords
Google AdWords – Account Structure
Account
Campaign
Ad Group
Keywords/Targeting
Ads
Ad Group
Keywords/Targeting
Ads
Campaign
Google AdWords – Text AdsTraditional Text Ads Expanded Text Ads
Google AdWords - Display• Google Display Network handles images, video, and text
ads• Standard Display Ad Requirements:• https://support.google.com/adwords/answer/1722096
• Managed vs Automatic Placements
Google AdWords – Display – Responsive Ads
Google AdWords - Retargeting• Retargeting can be done through Search, Display, and
YouTube• RLSA – remarketing lists for search ads• YouTube audience remarketing• Negative audiences
Google AdWords - Shopping• Google Merchant Center:• https://www.google.com/retail/merchant-center/
YouTube• YouTube Ad Types:• TrueView In-Stream – pre-roll
• Optional companion banner• TrueView Video Discovery – search results and
recommended videos• You can promote videos on any channel, but better to
have them on a channel you control• Make sure your YouTube channel is optimized! (Branding
& Links)
Bing
Bing• Why Bing?• Lower CPCs• Lower competition• Higher (sometimes) ROI
• Get started quickly, import from AdWords
Bing
Bing
Google & Bing Tips• Google AdWords Editor:• https://support.google.com/adwords/editor/?
hl=en#topic=3290839 • Bing Desktop Editor:• https
://advertise.bingads.microsoft.com/en-us/solutions/tools/bing-ads-editor
Google & Bing Tips• Create campaigns with a single network (i.e., Search,
Display, YouTube)• Don’t run Search + Display Select
• Run at least two ads in an ad group• Always test new features
• Use relevant extensions (sitelinks, locations, callouts, etc.)• Google: https://
support.google.com/adwords/answer/2375499?hl=en • Bing: https://
help.bingads.microsoft.com/apex/index/3/en-us/51001
Facebook & Instagram
Facebook & Instagram
Facebook/Instagram – Objectives
• You can use manual bidding (set prices yourself).• Facebook’s optimized bidding is usually effective.
Facebook/Instagram – Ad Types• Carousel & Video ads
doing very well right now.• Carousel panels can be
discrete ads or work together as a theme (e.g., Step 1,2,3 or Before/After) • Canvas depends on
implementation. Does require some dev work.
Facebook/Instagram - Placement• Facebook – Use a
combination of desktop and mobile feeds, instant articles, and right column ads.• Instagram – Only select
Instagram as the placement. Be sure to uncheck others.• Audience Network –
Performance not usually as good as FB/Insta feeds.
Facebook/Instagram Tips• Set up Business Manager if you need to access multiple
accounts or have multiple people accessing your account• Build audiences ahead of time:• https://business.facebook.com/ads/audience-insights/
• Facebook Text Overlay Tool:• https://www.facebook.com/ads/tools/text_overlay
Other Social Advertising
Other Social Advertising• Twitter• Promote Tweet, accounts, and trends• Utilize Cards: https://dev.twitter.com/cards/types
• Pinterest• Promote pins
• LinkedIn• Boost content, send inbox messages (InMail), text ads
Other Social Advertising - Considerations• Good targeting is crucial!• Utilize demographic data from Facebook and Google Analytics
to help understand visitors• Keep different audiences in separate ad groups/ad sets• Include conversion tracking to be able to measure efficacy
• Quality creative• Images are as important as copy• Test multiple image/copy combinations
Using Email Lists• Use email lists to build Audiences• AdWords Customer Match• Facebook Custom Audiences
• Create lookalikes based on email lists (existing customers)• Use email lists as negative audiences• Tailor messaging to email behavior• Advertise to a dead list, re-engage• Reach unsubscribed email addresses without breaking
the law
Other Self-Serve Platforms
Content Promotion• Outbrain• Taboola• Zemanta• Yahoo Gemini• Reddit• Stumble Upon
Other Self Serve Options• Ad Networks• AdBlade• Advertising.com (AOL)• BuySellAds.com
• Shopping/E-commerce• Google/Bing• eBay• Amazon
• Niche Networks• ESPN AdReady – Sports • Forbes – Business • Goodreads – Books • Lonely Planet – Travel• Weather Underground –
Weather• Yelp – Local
Tips, Tricks & Ideas• The more specific the targeting, the more expensive the
impression• Find balance between being too broad and too focused
• Always run at least two ads• Could be two completely separate ads or A/B tests of images,
headlines or copy• Try to estimate performance beforehand• Back into estimated traffic using BUDGET/CPC• Estimate conversions using ESTIMATED CLICKS*WEBSITE CONVERSION RATE
Resources• Paid Search• http://www.ppchero.com/• http://www.beyondthepaid.com/ • http://www.thesempost.com/category/pay-per-click/
• Facebook Ads• http://www.jonloomer.com/• https://twitter.com/SusanEDub
Questions?
Josh WilliamsDigital Marketing Director - Visibility and Conversions