Post on 24-Sep-2020
Paid Digital Advertising,Options and SuccessesAnn Stanley
Background information and current online advertising environment
3
May 2018
Politics and economic environment
Mar 2019Mar 2018Jan 2018
2018 sources of traffic to websites by type
0%5%
10%15%20%25%30%35%40%45%50%
Retail Multi -Channel
Online Only Travel Overall
Organic SearchPaid SearchDirectEmailSocial (organic & paid)DisplayReferralOther
https://www.wolfgangdigital.com/kpi-2019/
2017 2018 (Est) 2019 (Est)Internet (digital) ad spend £11,553b (+14.3%) £13,101b (+13.4%) £14,385b (+9.8%)Total UK ad spent £22,138b (+4.3%) £23,466b (+6.0%) £24,546b (+4.6%)% digital 52.2% 55.8% 58.6%
Increase in UK spend on advertising
2017 Online advertising spend in the UK►The total UK digital advertising market is
worth £11.55bn, up 14.3% on 2016►Smartphone is driving almost all growth in
the market►At £5.20bn, Smartphone now makes up
45% of all digital►Smartphone is accounting for 61% of all
digital display advertising►Online video is the largest display format,
up 47% year-on-year►Social revenue is now £2.4 billion ~20%►2018 figures released April 2019
https://www.thedrum.com/news/2018/04/25/mobile-accounts-almost-half-all-digital-ad-spend-says-iab-uk
Understanding Marketing Channels, Ad Formats and Objectives
Your brand website
Search SocialDisplay
(other websites & media sites)
NEW and POTENTIAL CUSTOMERS
1-5% CONVERSIONS (LEAD OR SALE)
Target Audience
On-site conversions
Digital Channels
Main sources of website traffic
PPaid
OOwned
EEarned
TTech
SocialOrganic social and
paid social ads
Search PPC
(text & shopping ads), SEO
(organic & local)
Other websitesEmail, Affiliates, Display ads, Mobile ads, PR, 3rd
party sites, Shopping comparison, Voucher
sites
Shopping platforms and market places
Amazon, eBay, Not on The High Street etc.
Other off-site sales/leads
Social Commerce, Mobile Apps, Daily deals sites
Tracking, Analytics, Feeds and Conversion Rate Optimisation
On-Site & Off-Site Conversions
On-site Sales or
Conversions
Off-site Sales or
Conversions
PPaid
OOwned
EEarned
TTech
Promotional Mix (POET)
EEarned Media
► Voice search► Chatbots► Internet of Things► AI and Machine
Learning
► Paid search► Paid display ► Paid social► Marketplaces ads
(Amazon, eBay)► Ecommerce
(incl. Affiliates, CSE)
► Traditional and online PR
► Social media► Community and
reputation management
► Influencer marketing► Reviews and
testimonials
PPaid Media
► Search engine optimisation (SEO)
► Content marketing► Social media ► Email and
marketing automation
OOwned Media
Sales Funnel
TTechnical Media
By Channel► Paid search – Google and Bing text ads► Paid display – Google Display Network and
programmatic display in other ad serving networks
► Paid social & native (often in-feed and looks similar to organic content) –Facebook/Instagram/Messenger, LinkedIn, Twitter, YouTube, Pinterest, Outbrain, Taboola, Quora, Reddit
► Paid shopping ads – Google, Bing, Pinterest, Amazon, eBay and comparison shopping ads
► Technical and hybrid – programmatic TV, digital radio, chatbots, voice assistants
How to classify paid advertising
By Business Objective► Awareness ► Acquisition► Consideration► Conversions► Lead generation► Sales► Offline (calls, in-store, sales team)
► Retention ► Advocacy
Paid advertising tend to be divided into these main types:
Advertising platforms by type and objectiveChannel Type Platforms Awareness Acquisition Consideration Conversion
(Leads)Conversion
(Sales)Retention & Retargeting
Search Google Search Y Y Y Y YBing search Y Y Y Y Y
Shopping
Google Shopping Y Y Y YBing Shopping Y Y Y Y
Pinterest Y Y Y YAmazon Ads Y Y
eBay Y YShopzilla Y Y YNexTag Y Y Y
Price Grabber Y Y YBizrate Y Y Y
DisplayGoogle Display Y Y Y Y Y
AdRoll Y Y Y Y YPerfect Audience Y Y Y Y Y
Display, Social & Native YouTube Y Y Y Y Y Y
Social & Native
Facebook Y Y Y Y Y YInstagram Y Y Y Y Y YMessenger Y Y Y Y Y Y
Twitter Y Y Y Y Y YLinkedIn Y Y Y Y YReddit Y Y Y Y Y
Taboola Y Y Y Y YQuora Y Y Y Y Y
Technical & HybridSkySmart Y Y Y
Spotify Y Y YChatbots Y Y Y Y Y Y
Choosing ad objectives for your campaigns
Choosing campaign ad objectivesWhat do you want to achieve?►Communicate with existing fans►Awareness and visibility to new
users►Generate traffic to your website►Generate leads or sales►Retain or re-engage with customers
How does this relate to the sales funnel
i.e. the choice of ad objectives? Sales funnel Campaign ad objectives
See AdLead Form
Like/Follow
Thank You Page
Advertising Platform (Ad Manager)
Platform specific pixel and conversion tracking on advertiser’s website
Advertiser’s Website
eBook or White Paper
Landing Page
Awareness Ads
Lead Generation Ads
Traffic or Clicks Ads
Conversions Ads
ProductPage
Payment &Thank You
Engagement Ads
Choosing your ad objective in Facebook Ad Manager(including Instagram and Messenger)
Creating a new campaign in Google ads
Generating traffic, enquiries and leads► Search ads (Google and Bing)► Lead generation ads (Facebook and LinkedIn)► Conversion ads► If you have a low budget (<£1,000) then test Facebook, Twitter and Quora► If you have a higher budget then test LinkedIn (click or conversion ads) and LinkedIn Message
ads (previously Sponsored InMail)
Ecommerce and sales► Shopping ads (Google and Bing)► Dynamic search ads (Google)► Catalogue/Product ads (dynamic retargeting) – Google, Facebook, Instagram and Messenger► Conversion ads – Facebook and Instagram► Store visits ads in Facebook – to drive users to your store pages► Promoted Pins – Pinterest► Product ads - Amazon
Recommended ad objectives
Targeting (how to trigger your ad to show)
Targeting methodsGeneral►B2C or B2B►Location ►Demographics (age, gender,
parental status etc)
Content based►Keyphrases (search ads) and topics►Product page content (Shopping ads)►Your own site content (dynamic search
content)►Other site content (contextual targeting)► Placement – selecting a site
Target audience►Job title and employment details► Interests and behaviour►Your own custom audiences
►Your uploaded lists ►Based on website visits (tracked with
platform-specific pixel)►Lookalike or similar audiences
Targeting in Facebook
Targeting in LinkedInTargeting by:►Company name►Company industry►Company size►Job titles►Job functions►Job seniority►Field of study►Skills►Groups
Examples of ads (by business objectives)
How companies are using adsAwareness of brand and/or to increase followers
Download white paper/eBook or get a demo of cloud based software (SAS) & platforms
To sell a product
To get clicks or visits to a service or product page
To get leads or calls for a service
Examples of Awareness Ads
LinkedIn Twitter Twitter LinkedIn
Social platforms
Display adsAds on Gumtree Ads on YouTube
Examples of traffic ads
Examples of Download & Demo Ads
Facebook ads (Downloads)
Other platforms (downloads)
Quora
Demo ads
Examples of Service Ads
Quora
Examples of Shopping ads (Product Listing Ads)
Dynamic remarketing ad Kelkoo Amazon
Facebook Pinterest
Case study
The A10 Marketing Framework
► This is one of the most common formats and allows your social media audience to click on your ad and land on any page of your website
► Appearing as large clickable images in social feeds, website traffic ads can be used to reach highly relevant new (or existing) customers
► Benefits of this technique:
► Drive large volumes of relevant users to your site often with a lower cost per click (CPC) than paid search (Google Ads)
► Feeds your sales funnel by increasing traffic to specific content or products on your site
► Can be used with cross-channel remarketing
► If you have set-up a tracking pixel and conversion point (based on the thank you page) you can optimise for conversions in many platforms
► Recommend £500+ ad spend – depending on platform, CPC and amount of traffic wanted
In-feed image ads for website clicks or conversion
► With Lead Generation adverts, potential customers can submit their information without having to leave the platform
► After completing the form, users can opt to click through to your site
► Advertisers can collect data about users (including customisedfields)
► Sometimes advertisers pay on a CPC or when their ads are seen (CPM) but conversion rates are usually high and cost per lead can be low (CPA of £5-50 - depends on platform and audience size)
Lead generation ads
LinkedIn Message and Spotlight ads
Example of LinkedIn Message Ad A10 Message Ad
A10 Spotlight Ad
Targeting in Facebook
Overview of ad platforms and ad objectives in the test
Ad Objective & Campaign Facebook Instagram Messenger Twitter LinkedIn Quora
Landing Page views Job Titles, Interests Job Titles, Interests
Not targeted
Clicks Job Titles, Interests Not targeted Job Titles, Interests
Interests Topics
Conversions Paused Job Titles, Interests
Males
Paused Job title and skills
Lookalike (based on converters)Automatic Placement
Lead generation Job Titles, InterestsAutomatic Placement
N/A Job title and skills
N/A
Lookalike (based on converters)Automatic Placement
Message ads N/A Job title and skills
N/A
Spotlight ads Job title and skills
Results by platform and ad objectives(Conversions x Cost per conversion)
Landing Page views Facebook Instagram Messenger Twitter LinkedIn Quora
Landing Page views 0 x £19.36 0 x £4.65
Clicks 4 x £6.49 0 x £0 2 x £11.04 1 x £12.24
ConversionsJob title
& interests 3 x £10.18 92 x £2.83 0 x £0.27 1 x £50.50Lookalike 11 x £2.92 16 x £3.25 0 x £0.06
Lead generationJob title & interests 12 x £3.92 4 x £3.66 2 x £41.16
Lookalike 9 x £3.24 1 x £7.21
Message ads 4 x £17.50
Spotlight ads 1 x £41.10
Facebook Lookalike results
Now at £1 per download
Workshops delivered by Ann Stanley
►Paid social advertising
►Paid search and display
►Selling online – getting started
►Marketing your e-commerce business