Choosing the right Native Advertising Partner with Search Influence

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Scalable solutions powered by experts!
@w2scott
ABOUT
SEARCH INFLUENCE
Helping customers successfully market online since 2006 through searche p g cus o e s success u y a e o e s ce 006 oug sea c
engine optimization (SEO), social media, paid online advertising, and
reputation management.
Search Influence
• 70+ in-house employees
• 40+ contract writers
• Google AdWords &
Analytics Certified Staff
Reputation
• 2011 Inc. 500 honoree
• 2012 & 2013 Inc. 5000 honoree
• 2013 Inc. Hire Power Award
Winner
• Certified Google Partner • Recognized leader in search
and social for local business
• Over a decade in online media
@searchinfluence
Choosing the Right Partner

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OUR TEAM
@searchinfluence
• First website online in 1994
WILL SCOTTABOUT ME
• Deployed over 2,500 customized
web sites in 18 months (with a
production staff of 12).
• Former Vice President of YPsolutions
• Deployed over 300 online yellow
pages a year with print “look and
feel”
• Part of team which took SprintPart of team which took Sprint
BestRedYP from zero to 1,000,000
monthly visitors in 18 month (in 2005)
• Preaching the Gospel of Facebook
Ads for local business since 2009
• Produced more than 150,000 pages
of web copy in 2013
@w2scott
Choosing the Right Partner

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BUILDING A COMPANY
THAT SCALES
@searchinfluence
comScore March 2013 Top US Web Properties
MOST VISITED SITES
Google Sites
Yahoo! Sites
Microsoft Sites
FacebookFacebook
Amazon Sites
http://goo.gl/ZiSwq
@searchinfluence
Choosing the Right Partner

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Most Searched
comScore March 2013 Top Google Web Searches
MOST SEARCHES
facebook
youtube
yahoo
yahoo mailyahoo mail
facebook login
http://goo.gl/YMjcI
@searchinfluence
“If you don’t like change,
you’re going to like
irrelevance even less.”
David F. Jakielo
Choosing the Right Partner

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@searchinfluence
THE OPPORTUNITY
“ ti t thi $2b“… estimates see this as a ~$2b
opportunity for newspapers by
2016, accounting for ~40-50% of all
digital revenue.”
- BIA Kelsey
@searchinfluence
Choosing the Right Partner

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STEADY SHIFT TOWARD
DIGITAL MEDIA
11.Source: BIA Kelsey 2014
MEDIA SHARE OF USAGE
VS. SHARE OF AD DOLLARS
12.
Source: KPCB Internet Trends Report 2014
Choosing the Right Partner

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NATIVE ADVERTISING
POPULARITY IS GROWING
• Publishers
• Social Platforms
• Brands
• Agencies
• Technology
NATIVE ADVERTISING: PROS
Choosing the Right Partner

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NATIVE ADVERTISING CAMPAIGNS:
CRITICAL ELEMENTS FOR SUCCESS
• Transparency & trust
• Content strategy
• Collaboration
• Earned component
• Content portability
• Training
• Ability to scale
• Measurement
Image source: https://flic.kr/p/5z71rH
According to IAB’s Native Advertising Playbook 2014
TYPES OF NATIVE AD UNITS
• In feed units
• Paid search units
• Recommendation units
• Promoted listings
• In-ad with native element units
• Can’t be contained
Choosing the Right Partner

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Includes advertising that appears on desktop and laptop computers as
well as mobile phones and tablets.
US Digital Sponsorship Ad Spending
Owned & Earned Media Channels Continue to Gain Traction
SMBS ENGAGING WITH CONTENT-RELATED MEDIA
CHANNELS
Choosing the Right Partner

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Frequency of Updating Online Properties
SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT
Ways Business’ Online Properties Are Integrated
SMB Content Integration a Work in Progress
Choosing the Right Partner

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CONTENT MARKETING
@searchinfluence
TYPES OF CONTENT
WE PRODUCE
 Website content Website content
 Optimized business descriptions
 Neighborhood / community guides
 Vertical guides
 Sponsored editorial content
 Infographics
 Blogging
 Newsletters
E il k ti i E-mail marketing campaigns
 Press releases
 Social media posts
 White papers
 Journalistic editorial content
 Video
 More…
Choosing the Right Partner

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CONTENT EXAMPLES
@searchinfluence
NEIGHBORHOOD /NEIGHBORHOOD /
VERTICAL GUIDES
@searchinfluence
Choosing the Right Partner

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Content is Important
@w2scott
Choosing the Right Partner

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Choosing the Right Partner

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Content is Important
/
@searchinfluence
Content is Important
Choosing the Right Partner

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Content is Important
@searchinfluence
ONLINE PRESS RELEASES
Choosing the Right Partner

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Choosing the Right Partner

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NATIVE ADS - NEWSFEED
@w2scott
Choosing the Right Partner

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Example Source: The Atlantic http://www.theatlantic.com/
Choosing the Right Partner

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Example Source: The New York Times http://www.nytimes.com/
SPONSORED BLOGS
@searchinfluence
Choosing the Right Partner

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Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/
Choosing the Right Partner

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BLOG CONTENT
VIDEO
@searchinfluence
Choosing the Right Partner

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Great opportunity to Tell The Story
And have customers tell their story
Choosing the Right Partner

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Contact Forms
VIDEOS
@searchinfluence
Choosing the Right Partner

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VIDEOS
@searchinfluence
VIDEOS
@searchinfluence
Choosing the Right Partner

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VIDEOS
@searchinfluence
Example Source: The Atlantic http://www.theatlantic.com/video/
Choosing the Right Partner

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Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/
Example Source: BuzzFeed http://www.buzzfeed.com/
Choosing the Right Partner

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Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical
NON-TRADITIONAL / B2B
@searchinfluence
Choosing the Right Partner

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Choosing the Right Partner

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INFOGRAPHICS
SOCIAL CONTENT
Choosing the Right Partner

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SOCIAL CONTENT
CONTENT CASE STUDY
@searchinfluence
Choosing the Right Partner

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The History:
• LocateADoc.com is a directory and lead generator for doctors across the US,
National Medical Directory
CONTENT SUCCESS: INFOGRAPHICS
Canada and Mexico. In 2012, they went through a site redesign and they lost
online authority. Site traffic also decreased by 52%.
The Approach:
• An aggressive SEO and content marketing strategy was implemented including
monthly infographics.
The Results:
• How to Give Yourself a Breast Exam was published 10/24/2012.
• LocateADoc.com reported 10/24/2012 to be their 2nd highest day of new patient
leads since the new site launchedleads since the new site launched.
Highlights (1 Month Later):
• 2,496 pageviews to the Infographic
• The average time visitors spent on the page was 00:10:54, which is 1,275% above
site average
• Referral site traffic increased 15.2%
THANK YOU!
wscott@searchinfluence.com
searchinfluence.com/blog
@w2scott
Choosing the Right Partner