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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Transcript of Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival 2016)
@SamJaneNoble
Turing Festival – August 2016
PAID MEDIA: IT’S NOT ALL ABOUT THE END GAME
For the search engines & social networks Paid Media is all about…
££££
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.
2000
2016
Loca
tion
+ Se
rvic
e
3 x Paid Ads
3 x Local Listings
10 x Organic Listings
Loca
tion
+ Pr
oduc
t4 x Paid Shopping Ads
3 x Local Listings
10 x Organic Listings
Prod
uct
6 x Paid Shopping Ads
2 x Organic Listings
7 x Organic Listings
7 x Image Results
We can see how diverse the search results are
now.
2000
2016
This is above the fold
PA ID MED IA GAMESWELCOME 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
TARGETT INGFUNNEL
This is too complicated.
This is too simple.
Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
This is just about right.
Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
What does this actually mean for you?
GAMESBACK TO THE
32 Strategies in 20 Minutes.
Awareness Games
Awareness
Display Ads Gmail Ads
YouTube In-Display
YouTube In-Stream
Dynamic Search AdsLinkedIn AdsFacebook
Ads
Bing Native
Twitter Ads
Instagram Ads
In-Display Ads appear at the top and/or side when a user searches on YouTube.
@SamJaneNoble
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.
@SamJaneNoble
Advertising in the sidebars of Skype can be great for driving awareness to businesses.
@SamJaneNoble
Instagram ads are disruptive by nature but with the right messaging can entice.
@SamJaneNoble
Similar Audiences + Gmail Ads to target new customers with the same demographic.
@SamJaneNoble
Consideration Games
Consideration
Brand Bidding
Competitor Bidding
Vouchers & Reviews
Seller Ratings
Remarketing
RLSALanding Pages
Affinity Audiences
YouTube Remarketing
Dynamic Remarketing
Local Inventory
Ads
Bing Native
@SamJaneNoble
Have a presence when potential customers are looking for reviews, vouchers & discounts.
@SamJaneNoble
Likewise, you want to appear when the potential audience searches for your brand.
@SamJaneNoble
Remarket to your YouTube channel audience as they watch follow-up video content.
@SamJaneNoble
Seller Ratings make your ads stand out in the crowded search results and boost CTR.
@SamJaneNoble
Expanded Text Ads are now out of BETA and can drive significant increase in CTR.
@SamJaneNoble
Preference Games
Preference
Gmail Ads: Competitor Gmail Ads:
Your Brand
RLSA
Remarketing
PLAs
Amazon AdsFacebook
Product Ads
Google Search
Bing Search
Dynamic Remarketing
YouTube In-Display
Bid on competitors names using Gmail ads to entice customers away if they receive mail.
@SamJaneNoble
Google and Bing search is imperative if you are looking to keep audiences at this stage.
@SamJaneNoble
For location based businesses, including the address in the ads can increase conversions.
@SamJaneNoble
Local Search Ads on Google Maps for desktop can appear in the search results & on the map.
@SamJaneNoble
In the Google Maps mobile app, ads can appear in the results & within the actual map.
@SamJaneNoble
Purchase Games
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
The recently announced Promoted Pins in Google Maps can drive footfall into the store.
@SamJaneNoble
Google Shopping is the go to place for audiences who are researching where to buy.
Showcase Shopping ads can be used to promote products & convert broad terms.
h/t PPC Hero
Retail sites should always utilise Schema to enable Automatic Updates on feeds.
@SamJaneNoble
Dynamic Remarketing can be used for any sector to show highly relevant display ads.
@SamJaneNoble
Black Friday themed ads paired up with Countdown Ads to create urgency & sales.
@SamJaneNoble
Amazon makes it very easy for customers to buy. Use Amazon Sponsored Ads to drive sales.
@SamJaneNoble
Use a platform such as Unbounce to create dedicated landing pages for campaigns.
@SamJaneNoble
Loyalty Games
Loyalty
Gmail Ads
Customer Match
RLSA
RemarketingGoogle Search
Bing Search
Facebook Ads
Use Customer Match with Gmail Ads to offer loyalty discounts for existing customers.
@SamJaneNoble
Use search ads for the Brand+Rewards terms to drive traffic into your site rather than another.
@SamJaneNoble
Use Hotel Ads to promote deals to existing customers on Google.
@SamJaneNoble
Gmail Ads can be used to encourage existing customers to book another destination.
@SamJaneNoble
RLSA competitor bidding means you can capture audiences before they go elsewhere.
@SamJaneNoble
Advocacy Games
Advocacy
Customer Match
Gmail Ads –Forward to Friend
Recommend a FriendFacebook Ads
Remarketing for Reviews
Encourage existing customers to ‘Forward to a Friend’ using Gmail Ads with unique discounts.
@SamJaneNoble
Gmail Ads with Customer Match can also be used to promote a Refer a Friend Scheme.
@SamJaneNoble
Use remarketing across platforms to generate reviews from existing customers.
@SamJaneNoble
ATTR IBUT IONDON’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.
THOUGHTFINAL
“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble
