Samantha Noble en The Inbounder
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Transcript of Samantha Noble en The Inbounder
@SamJaneNoble
Dominating the Paid Media Universe
SAMANTHA NOBLE
#theinbounder Ponencia en inglés - Ponte los
@SamJaneNoble
The Inbounder – May 2016
DOMINATING THE PAID MEDIA UNIVERSE
2000
2016
4 x Paid Ads
2 x Organic Listings4 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.
PAID MEDIA UNIVERSEWELCOME 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.
TARGETTINGFUNNEL
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 Ads
Facebook 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 Remarketin
g
Dynamic Remarketin
g
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
PLAsAmazon AdsFacebook
Product Ads
Google Search
Bing Search
Dynamic Remarketin
g
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 AdsCustomer 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.
ATTRIBUTIONDON’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
GRACIASTHANK YOU
#theinbounder
@SamJaneNoble
SAMANTHA NOBLE