Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival 2016)
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Transcript of Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival 2016)
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@SamJaneNoble
Turing Festival – August 2016
PAID MEDIA: IT’S NOT ALL ABOUT THE END GAME
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For the search engines & social networks Paid Media is all about…
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££££
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Google’s revenue from advertising continues to increase exponentially.
Source: Statista
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89%of Google’s
revenue
Came from advertising platforms such as AdWords in 2015!
Source: Investor Google
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They must innovate in order to maintain growth.
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2000
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2016
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Loca
tion
+ Se
rvic
e
3 x Paid Ads
3 x Local Listings
10 x Organic Listings
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Loca
tion
+ Pr
oduc
t4 x Paid Shopping Ads
3 x Local Listings
10 x Organic Listings
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Prod
uct
6 x Paid Shopping Ads
2 x Organic Listings
7 x Organic Listings
7 x Image Results
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We can see how diverse the search results are
now.
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2000
2016
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This is above the fold
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PA ID MED IA GAMESWELCOME TO THE
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DISPLAY REMARKETING GMAIL
YOUTUBE APPS SHOPPING MOBILE
SEARCH
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DISPLAY REMARKETING NATIVE
MOBILE SHOPPING
SEARCH
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Gone are the days when all we had were keywords.
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Advertisers now have more to get excited by.
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We can now target our own audiences via PPC.
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This is where things get really powerful.
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Competitors are unable to copy or replicate your
audience.
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“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble
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TARGETT INGFUNNEL
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This is too complicated.
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This is too simple.
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Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
This is just about right.
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Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
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Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
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What does this actually mean for you?
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GAMESBACK TO THE
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32 Strategies in 20 Minutes.
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Awareness Games
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Awareness
Display Ads Gmail Ads
YouTube In-Display
YouTube In-Stream
Dynamic Search AdsLinkedIn AdsFacebook
Ads
Bing Native
Twitter Ads
Instagram Ads
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In-Display Ads appear at the top and/or side when a user searches on YouTube.
@SamJaneNoble
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YouTube In-Stream Ads are amazing for brand awareness and come in at a low cost.
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Display ads on a CPC model can drive thousands of impressions without a huge cost.
@SamJaneNoble
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Advertising in the sidebars of Skype can be great for driving awareness to businesses.
@SamJaneNoble
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Instagram ads are disruptive by nature but with the right messaging can entice.
@SamJaneNoble
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Similar Audiences + Gmail Ads to target new customers with the same demographic.
@SamJaneNoble
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Consideration Games
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Consideration
Brand Bidding
Competitor Bidding
Vouchers & Reviews
Seller Ratings
Remarketing
RLSALanding Pages
Affinity Audiences
YouTube Remarketing
Dynamic Remarketing
Local Inventory
Ads
Bing Native
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@SamJaneNoble
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Have a presence when potential customers are looking for reviews, vouchers & discounts.
@SamJaneNoble
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Likewise, you want to appear when the potential audience searches for your brand.
@SamJaneNoble
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Remarket to your YouTube channel audience as they watch follow-up video content.
@SamJaneNoble
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Seller Ratings make your ads stand out in the crowded search results and boost CTR.
@SamJaneNoble
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Expanded Text Ads are now out of BETA and can drive significant increase in CTR.
@SamJaneNoble
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Preference Games
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Preference
Gmail Ads: Competitor Gmail Ads:
Your Brand
RLSA
Remarketing
PLAs
Amazon AdsFacebook
Product Ads
Google Search
Bing Search
Dynamic Remarketing
YouTube In-Display
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Bid on competitors names using Gmail ads to entice customers away if they receive mail.
@SamJaneNoble
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Google and Bing search is imperative if you are looking to keep audiences at this stage.
@SamJaneNoble
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For location based businesses, including the address in the ads can increase conversions.
@SamJaneNoble
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Local Search Ads on Google Maps for desktop can appear in the search results & on the map.
@SamJaneNoble
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In the Google Maps mobile app, ads can appear in the results & within the actual map.
@SamJaneNoble
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Purchase Games
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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
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The recently announced Promoted Pins in Google Maps can drive footfall into the store.
@SamJaneNoble
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Google Shopping is the go to place for audiences who are researching where to buy.
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Showcase Shopping ads can be used to promote products & convert broad terms.
h/t PPC Hero
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Retail sites should always utilise Schema to enable Automatic Updates on feeds.
@SamJaneNoble
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Dynamic Remarketing can be used for any sector to show highly relevant display ads.
@SamJaneNoble
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Black Friday themed ads paired up with Countdown Ads to create urgency & sales.
@SamJaneNoble
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Amazon makes it very easy for customers to buy. Use Amazon Sponsored Ads to drive sales.
@SamJaneNoble
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Use a platform such as Unbounce to create dedicated landing pages for campaigns.
@SamJaneNoble
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Loyalty Games
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Loyalty
Gmail Ads
Customer Match
RLSA
RemarketingGoogle Search
Bing Search
Facebook Ads
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Use Customer Match with Gmail Ads to offer loyalty discounts for existing customers.
@SamJaneNoble
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Use search ads for the Brand+Rewards terms to drive traffic into your site rather than another.
@SamJaneNoble
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Use Hotel Ads to promote deals to existing customers on Google.
@SamJaneNoble
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Gmail Ads can be used to encourage existing customers to book another destination.
@SamJaneNoble
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RLSA competitor bidding means you can capture audiences before they go elsewhere.
@SamJaneNoble
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Advocacy Games
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Advocacy
Customer Match
Gmail Ads –Forward to Friend
Recommend a FriendFacebook Ads
Remarketing for Reviews
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Encourage existing customers to ‘Forward to a Friend’ using Gmail Ads with unique discounts.
@SamJaneNoble
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Gmail Ads with Customer Match can also be used to promote a Refer a Friend Scheme.
@SamJaneNoble
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Use remarketing across platforms to generate reviews from existing customers.
@SamJaneNoble
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ATTR IBUT IONDON’T FORGET
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Use the Assisted Conversions report to understand the ‘actual’ value of non-converters.
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The Top Paths report will show you which campaigns drive the touchpoints before a sale.
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THOUGHTFINAL
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“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble