Driving Traffic to your Website with Paid Advertising - AMA UHD Conference

DRIVING TRAFFIC WITH
PAID ADVERTISING
Making the Most of New Tools & Trends
Caitlin Kaluza | @qcait | AMA UHD Conference
Friday, October 18, 13

LET’S TALK...
1. Setting Strategic Goals
2. Finding Your Audience
3. Platform Choices
4. AB Testing
5. Tips & Tricks

Photo Credit: ﬂickr.com/photos/duncanh1/9047426263/

“Make it simple, but significant“

- Don Draper

SETTING GOALS


STEP 1: PUT YOURSELF IN THEIR
SHOES
1. Demographics
2. Their Pain Points
3. Behavior - Where
do they hang out?
4. When?

Photo Credit: ﬂickr.com/photos/luchilu/633923159


Start with Standards - Then
Test for Yourself

Source: mashable.com/2012/06/26/marketers-failing-twitter-study/


STEP 2: DEFINE A CONVERSION

1. How will you define
success?
2. How can you measure it?
3. Are you set up to track it?


EXAMPLE CONVERSIONS


STEP 3: SET EXPECTATIONS

• This Takes Time
• Marketing is Never “Over”
• Your Website... It’s Alive!

Photo credit: ﬂickr.com/photos/bagaball/6957682511


STEP 4: WHERE
IN THE BUYING
CYCLE ARE
THEY?

smartinsights.com/wp-content/uploads/
2012/02/inbound-marketing-funnel.jpg

Your Website is Your Mothership.
Photo Credit: ﬂickr.com/photos/68428932@N00/4690601431/

Where are you sending people?

formstack.com/the-anatomy-of-a-perfect-landing-page

LANDING PAGE TIPS

• Grab them with the Headline
• Clear call to action
• Third party validation
• Keep it as simple as you can, but as
complex as it needs to be

• Always be testing

Tools in Your Toolkit


Search Network


Why pay?

1+1=3


Search Network
Be there when
they’re searching
for you
2%-4% CTR

1. Bid on Keywords

3. Pay for Clicks Only

2. Quality Score x Bid
determine placement

4. Target by Geography &
Device


THE LONG TAIL OF MARKETING


GOOGLE KEYWORD TOOL


Display Network


Text Ads
Image Ads
Video Ads


Display Network
Branding Impressions to
a Targeted Audience
0.1% CTR

1. Bid on Keywords
Your ads show next to content
containing those Keywords

2. Can define specific
placements and topics
3. Pay for Clicks Only
4. Target by Geography,
Device, Demographics
5. Sites include:
Gmail, Apps, Mashable.com,
Buzzfeed.com, Cracked.com, The
Weather Channel, etc.


1. 16% Market Share
2. Less Competition
Tends to be Cheaper
3. Long Tail Tends to work
4. Demographics Skew Older
(Default Search Engine)


Search Engine Relationships

bruceclay.com/serc.htm


SOCIAL
ADVERTISING


FACEBOOK
ADVERTISING


With 1.11B MAU, Facebook accounts for

90%

of all time spent social networking


• Users are 40-150 times more likely to consume
your content on their newsfeed than your page

• Facebook determines newsfeed content with their
algorithm Edgerank, based on:

• Your personal interaction with that user and type
•


of content
Your network’s interaction

• Target based on
•

•

personal interests
3 Types:
• Boost post
• Sponsored
Story
• Paid ad
Average CTR is
low (~0.05%)


FACEBOOK: ANATOMY


comScore


Ad Content Strategy

• Think social
• Think FUN
• Think low barrier to entry
• Start small
• Target by Demographic
• Consider how you use Facebook


TWITTER
ADVERTISING


PAID ADS
• Full-Service
• Promoted Accounts, Tweets and Trends
• Customer Service Rep
• Self-Service
• Promoted Accounts and Tweets
• Only pay for what works (when someone clicks,
replies, RTs)


PAID ADS


Ad Content Strategy

• Keep it short
• Keep it timely
• Users are 5x more likely to share news
• Use images and links


• > 1B unique visitors each month
• Nielsen: YouTube reaches more US adults age
18-34 than any cable network

• YouTube is the second largest search engine


PAID ADS
• Standard In-Stream - :15 or :30 long

“commercials”
• TrueView - Can be longer, can skip after 5
seconds


CONTENT STRATEGY

• Make it entertaining - don’t want it to
“feel like an ad”
• Create different versions at different
lengths


• > 200M Users
• > 2.5M Company Pages
• Supports paid ads via Premium Display

ads, Sponsored inMail and Sponsored
Updates


businessinsider.com/chart-of-the-day-where-do-linkedin-users-work-2012-2

PAID ADS
Marketing Solution
• Display and social ads
• Dedicated account rep
• Guaranteed inventory
and delivery
• CPM
• Minimum spend is $25K/
3 months


PAID ADS
Self-Serve Ads

• Text ads w/ image
• CPM or CPC
• No minimum spend


CONTENT STRATEGY

• Target by industry/position
• Professional development
• Give download/free offer
• Be careful of ad fatigue


WHAT ABOUT
NEW
NETWORKS?


FIND YOUR AUDIENCE
http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/

AB Testing

Flickr credit: flickr.com/photos/53921113@N02/5645102295/

A B
vs.

A/B Testing with Google Analytics Content Experiments

Social Media Tracking Tools
Tip: Add + on the end of
any bit.ly URL to see stats


Heat Map Tools with
CrazyEgg.com

AB TESTING TIPS

• Start with best practices and test from
there

• Test one thing at a time
• Give it time
• Measure your success

QUESTIONS?

slideshare.net/schipul
blog.schipul.com
@schipul

CAITLIN KALUZA
Marketing Manager
@qcait

Driving Traffic to your Website with Paid Advertising - AMA UHD Conference

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