Using Native Advertising to Amplify Your Reach by Pete Campbell, SEM Days 2015

@petecampbell [email protected]

Using Native Advertising To Amplify Your Reach



How To Make People Pay Attention at 5:30pm


DOG’S THAT LOOK LIKE FILM STARS!!


WHO IS THIS?


WHO IS THIS? SAM L. JACKSON


WHO IS THIS?


WHO IS THIS? CHARLIE CHAPLIN


LAST ONE (I PROMISE)


RYAN GOSLING. THE ONLY PERSON SEO’S LOVE MORE THAN LINKS


PETE CAMPBELL / KAIZEN •  Founder / Managing Director

•  Kaizen is a team Content Marketing & Technical SEO specialists

•  “Rising Star of the Year” (Travolution Awards)

•  6+ Years in Agency & In-House Roles

•  Built first website at 11

•  Ran several high-traffic video gaming sites

•  Proud owner of a Game Boy Colour


SPOT THE ADVERTISING


DID YOU MISS THIS ONE?


WARNER’S SAFE CURE RAN THE FIRST NATIVE AD IN 1870


So, native advertising is

years old

145


•  “Assuming people would more likely read news stories – than adverts,

businesses began writing adverts in the

form of news copy. Newspaper editors

agreed to print them for money.”

–  Linda Lawson, 1988

THESE WERE CALLED ‘READING NOTICES’

Full Article: http://bit.ly/1HrFeiO


BELL TELEPHONE PAYS $1200 FOR COVERAGE ON NYT

1886


THE EDITORS ALWAYS HATED IT – EVENTUALLY, NYT BANNED NATIVE FOR OVER 50 YEARS


NYT RUNS FIRST ONLINE NATIVE AD

2014


New York Times Sold

In Native Ads Last Year

$18 Million AKA A LOTTA OF LEU

71,550,900 LEU TO BE PRECISE


http://triplelift.com/landscape/


In-Feed Units (aka Paid Social)

Recommendation Widgets

Paid Search (aka PPC)

Promoted Listings (e.g. Amazon Product Ads)

In-Ad Units (Interactive Display Ads)

Custom Content (Infographics, Playlists)

THE 6 TYPES OF NATIVE ADS

* Italtic’s represent my view only IAB Playbook: http://bit.ly/1gzLtDh


TRAVEL SITE

RECOMMENDATION WIDGETS

IN-FEED UNITS

INTEREST TARGETED


Contextual Advertising

Create Social Buzz

Generate Leads

Amplify Link

Building

WHY USE NATIVE?


Get in Touch: @petecampbell [email protected]

DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/SEMDAYS


EXAMPLES (GOOD, BAD & UGLY)


BUZZFEED + MINI ADVERTORIAL


SPOTIFY + OBAMA SPONSORED PLAYLIST


PRICE RISE + FACEBOOK ADS = BACKLASH


THE ATLANTIC LOVES SCIENTOLOGY


BEST PRACTICES



IN-FEED UNITS (PAID SOCIAL)

PAGE POST ADS PROMOTED TWEET


Average CPC 3.6 LEU / $0.90 0.6 LEU / $0.15

Average CTR 0.07% 0.10%

Bounce Rate 85% 79%

Minimum Spend 40 LEU / $10 3975 LEU/ $1000

Self-Selve Option Yes Yes

B2C Suitability Good Good

B2B Suitability Good OK

Top 5 Publishers

CNN, Yahoo!, The Guardian, The

Telegraph, Fast Company

Daily Mail, ViralNova, AOL, HuffPost, Hearst

Magazines

* Based on January to April 2015 Kaizen Data


TRY USING WIDGETS FOR LEAD GENERATION

CTA AT THE BOTTOM OF INFOGRAPHIC


24 HOUR RESULTS

B2B CLIENT


OR TO AMPLIFY YOUR LINK BUILDING / OUTREACH

B2C CLIENT


Impressions 340,602

Clicks 2080

Spend 10,075 LEU

Domain Links 29

Cost Per Link 347.4 LEU

THE RESULTS


FOCUS ON LISTS & VISUAL CONTENT

ü  Listicles (23 Reasons Native is Awesome)

ü  Infographics

ü  Quizzes

ü  How-To Content


MAXIMISE CTR - A/B TEST HEADLINES & IMAGES

Create 3 x Headlines & Thumbnails per URL


CREATE AN AWESOME THUMBNAIL

ü  Close-Up Photos of People

ü  Use Celebrity Images if possible

ü  Avoid Using Icons, Illustrations & Logos

ü  Use Contrasting, Eye-Catching Colours

ü  400 x 300 Pixels Minimum


GIVE EACH URL A SEPARATE CAMPAIGN FOR BETTER AD ROTATION, CLICK / BUDGET SPREAD


USE ADVANCED TARGETING OPTIONS

ü  Time of Day

ü  Retargeting Campaigns

ü  Geo-Targeting

ü  Device Targeting


FOCUS ON MOBILE – 40%+ OF TABOOLA’S REVENUE


IN FEED UNITS (PAID SOCIAL)


Average CPC 2.1 LEU / $0.53

Minimum Spend 6 LEU / $1.5

Self-Selve Option Yes

Demographic Targeting Good

Facebook CPC Nanigans Q1 2015: http://bit.ly/1Fdp9Nv Twitter CPC AdParlor Q2 2014: http://bit.ly/1DuuP11

PAGE POST ADS


FACEBOOK


USE PAGE-POST ADS TO PROMOTE CONTENT

PAY-PER-ENGAGEMENT (OR CLICKS)

PAY FOR EACH CLICK/LIKE/SHARE

OR COMMENT


RIDICIOUSLY GOOD DEMOGRAPHIC TARGETING

PAY-PER-ENGAGEMENT (OR CLICKS)

TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS


Max 80 Characters 66% Engagement

Increase

1200 x 628 Pixels

USE A CTA BUTTON

Open Graph Tags

25 Characters Max

‘The Perfect Ad’

Facebook Guidelines: h2p://on.6.me/1JmMDTH Jeff Bullas: h2p://bit.ly/19VD8E9


CREATING THE PERFECT IMAGE

•  1200 x 630 Pixels http://bit.ly/ogimagekaizen

•  Include a Call to Action •  Overlay Your Headline •  Max 20% Limit on Text

https://www.facebook.com/help/468870969814641


OPTIMISE FOR ‘LIKES’ – MANUAL CONVERSION SPECS

[{"action.type":["like"],"page":[”PAGEID"],"post":[”POSTID"]}]

POWER EDITOR

USE THIS


OPTIMISING FOR LIKES IN ACTION

VIDEO PLAYLIST / LISTICLE


Impressions 20,407

Clicks 260 (0.79 LEU CPE)

Spend 1807 LEU

Shares 96

Cost Per Share 18.82 LEU

THE RESULTS PAGE POST ADS


NOT IMPRESSED


USE ADVANCED TARGETING OPTIONS

ü  Use the Power Editor – Edit in Bulk

https://www.facebook.com/ads/manage/powereditor/

ü  Create Multiple Ads and A/B Test Ad Set

ü  Use Partner Data

ü  Use Custom Audiences - Target based on Email Lists)

ü  Add a Conversion Pixel to Measure Goals

https://www.facebook.com/ads/manage/convtrack/


STUMBLEUPON


USERS DISCOVER & VOTE UP INTEREST-TARGETED CONTENT

HOW DOES STUMBLEUPON WORK?

Visual Content = Highest Engagement


TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS

AUDIENCE TARGETING


USE STUMBLE ADS TO EARN A TON OF FREE TRAFFIC


JUST SPEND 60 LEU A DAY OVER A WEEK


DESIGNING YOUR CONTENT


THIS IS NOT GOOD ENOUGH – DON’T EVEN BOTHER

Interes'ng Jobs With Good Salaries Published 21/05/2015 by Pete Campbell Job Title: Ice Cream Taster Salary: £39k ($60k) with unlimited free ice cream DescripFon: Evaluate ice cream in terms of taste, texture, smell, and other elements QualificaFons: You need a degree in food science to land this job not just a love for ice cream. Job Title: Sommelier (aka Wine Expert) Salary: £33k ($51k) DescripFon: Manages a business’ wine collecFon to offer clients recommendaFons and travels the world to source new products QualificaFons: Training and cerFficaFon programmes and years of training. Job Title: Food Stylist Salary: £50k ($77k) DescripFon: Prepare and style food for adverts and magazine shoots QualificaFons: A passion for food with a creaFve eye and demonstrable interest in the area through taking courses and relevant qualificaFons.


YOU NEED TO PACKAGE IT UP RIGHT

Clickbait Headline

Highly Visual

Branding in Footer

Increases Credibility


YOU NEED TO PACKAGE IT UP RIGHT

Clickbait Headline

Highly Visual


John Caples, US School of Music (1926)

CLICK-BAIT HEADLINES IN 1926


TRY THESE 10 HEADLINE FORMATS

“How To” “Why” “Which” “Who Else”

“Wanted” “This” “Because” “If”

“Advice” 5/10/25/50/100 (Use Numbers)


USABILITYHUB.COM – A/B TEST HEADLINES

http://simitator.com/generator/twitter


UPWORTHY A/B TEST 25 HEADLINES

http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding


TO MASSIVELY IMPROVE THEIR VISITS

http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding


https://kingsumo.com/apps/headlines/

DO IT YOURSELF WITH KINGSUMO HEADLINES


“We found 79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word.”

–  Jakob Neilsen

USERS DON’T READ CONTENT (THEY SCAN IT)


DESIGN HACKS TO INCREASE ENGAGEMENT

ü  HOST CONTENT ON SEPARATE MICRO-SITE

ü  MINIMISE BRANDING

ü  BE DIGESTIBLE - USE LISTS, SUB-HEADINGS

ü  ADD VISUALS TO EVERY HEADING, PARAGRAPH

ü  ADD A ‘SHARE’ BUTTON TO IMAGES - http://bit.ly/1zYgUyI

ü  ADD A ‘TWEET THIS QUOTE’ BUTTON - http://bit.ly/1FlGtjz

ü  ‘ORIGINAL’ SOCIAL BUTTONS OVER ‘PRETTY’ ONES


USE OPEN GRAPH TAGS & SOCIAL IMAGES •  Pre-populate headlines, & rich

media on Facebook, Twitter & LinkedIn

•  You need these tags on your site: •  OG:Type •  OG:Locale •  OG:Title •  OG:Publisher •  OG:Description •  OG:Image (1200px by 628px)

http://ogp.me/


ALWAYS HAVE AN EMBED CODE EVEN IF IT’S JUST AN IFRAME OR EMBEDDABLE THUMBNAIL

http://builtvisible.com/embed-code-generator/


READY FOR LIFTOFF


Cost Per Click Cost Per Share

Bounce Rate Cost Per Link

Time On Site Click to Lead %

Pages Per Visit Click to Sale %

THE KPI’S TO MONITOR

DURING CAMPAIGN POST-CAMPAIGN ANALYSIS


Contextual Advertising

Create Social Buzz

Generate Leads

Amplify Link

Building

Enjoy Success


Thank You! Get in Touch: @petecampbell [email protected]

DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/SEMDAYS

Using Native Advertising to Amplify Your Reach by Pete Campbell, SEM Days 2015

Marketing

Transcript of Using Native Advertising to Amplify Your Reach by Pete Campbell, SEM Days 2015