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Generating a worthwhile return on paid advertising investments
Which channels to use and where to spend budgets of any size (PPC)
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I need to invest in online advertising
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Cheapest?
Coolest?
Most professional?Loudest? *How not
to choose!
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– Focus on you and your customer:
– What is your product/service?
– Who is your audience?
Choosing the correct channels
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Do potential customers know that they want your product / service?
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Rule #1 - Choose channels based on customer intent
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The online advertising gradient
Users are actively looking for your product / service
Users are not actively looking for your product / service
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The online advertising gradient
Are people searching for my product / service?
Do I need to get in front of the right people, before I show them my offering?
Would the right people be interested in my product / service if they knew about it?
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The online advertising gradient
Are people searching for my product / service?
Do I need to get in front of the right people, before I show them my offering?
Would the right people be interested in my product / service if they knew about it?
Action-focused messaging
Content-focused messaging
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Be found on...
If you’re an accountancy firm?
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If you’re launching an exciting new product?Be found on...
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Be found on...
If you’re selling ‘needed’ household appliances?
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Be found on...
If you’re selling a ‘new’ household appliance?
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If you’re a talented digital marketing agency selling in-demand services?
Be found on...
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Rule #1 summary: Choose channels based on the likely customer intent
– Use the gradient as a guideline, not a hard and fast rule.
– Think critically about what you’re offering. How would your potential customers be
looking to find you?
– Remember to evaluate the suitability of the channels themselves. Is your audience
likely to be here? Does it fit with your brand?
– Adapt your messaging to suit your position on the gradient
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You’ve chosen your channels. Now what?
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Rule #2 - Apply media spend on a priority basis
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Apply media spend on a priority basis: 3 principles
Segmentation
Reporting
Restructuring
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– What tools do you have at your disposal for targeting the right customers?
2 main targets– Keyword targeting– Location targeting
– Natural conclusion: let’s target users looking for “your service”, and make sure those users are located in your area
Example #1: A local service-based company chooses Google AdWords
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– Within these targeting layers, there are several combinations
Segmentation is crucial
“photographer in nottingham” “photographer” “photographer
in nottingham” “photographer”
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– What tools do you have at your disposal for targeting the right customers?
– Audience targeting
– Natural conclusion: let’s target users that are most likely to be interested in my product. But how do you find that out?
Example #2: A fashion retailer chooses Facebook advertising
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Interests– Business/Industry– Entertainment– Family/Relationships– Fitness/Wellness– Food & Drink– Hobbies & Activities– Shopping & Fashion– Sports & Outdoors– Technology
Demographics– Location– Age– Gender– Languages– Relationship– Education– Work– Financial– Generation– Parents– Life Events
Exciting or scary? Facebook targeting is very powerful
Behaviours– Automotive– B2B– Charity– Digital Activity– Expats– Financial– Job Role– Media– Mobile– Purchasing– Travel– Events
Connections– Friends– Relationships– Relations to pages– Relations to apps
Remarketing– Where have you
been?
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High-end women’s fashion retailer
Demographics: – Gender– Age– Location– Income
Interests: – Specific Magazines– Celebrities– Other Brands
Applying audience targeting
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Local wedding venue
Demographics: – Gender– Age– Location– Income
Relationship status: – ‘Engaged in past 3 months’
Applying audience targeting
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Segmentation and testing
– Start with a broad audience, and gradually segment down into more niche groups.
– Layer targeting. Use “must also be interested in” to target highly specific users.
*TIP* - For early research, use audience insights to find common themes between the users in your email or remarketing lists!
Applying audience targeting
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Rule #2 summary - Apply media spend on a priority basis
– Segmentation is crucial.
– Begin with the targeting methods most likely to convert to a lead / sale.
– Always be on the lookout for differences in performance between targeting, which will allow you to focus on most profitable first, but with room to grow.
– Testing, testing, testing
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Mirror, mirror on the wall…
Whose is the best online advertising of them all?
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Rule #3Don’t be vain, do be visible
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In the wild: Spotting signs of VANITY
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“We’ll get you to #1 on Google AdWords…”
- Being #1 is more often than not a less profitable position to be in
- There are often 4 top
positions, no need to lead the race. Doing so leads to your bid being out of your control.
- We’re online - assume that potential customers shop around!
- Some anomalies - testing is key
VANITY
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“We’ll get you 250,000 likes on Facebook...”
- Be wary of deciding any strategy based on the amount of likes it will generate.
- Likes are beneficial for generating reach & social proof, but campaigns should have an end goal which meets business objectives.
- ‘Buying’ likes will only be removed eventually.
- Best to put out good content to the right audience - if you’re doing so, likes will come naturally.
VANITY
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“We’ll make sure your ads are EVERYWHERE! ” - Whilst it will annoy your
competitors and impress your peers, this kind of strategy is dangerous
- Where display advertising is used to generate brand awareness, layer targeting to ensure you’re in front of the right audience
VANITY
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Think critically - if your paid visibility does not directly relate to ROI, don’t use it.
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Being visible: Getting in front of the right audience
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You’ve generated site traffic.What next?
Retargeting
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Remarketing works– Remarketing works
– Remarketing works
– Remarketing works
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Who is retargeting me? http://whoisretargeting.me/
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It’s annoying: Be considerate, be helpful“It’s stalking me”- Include frequency caps where possible to stop users feeling
‘stalked’. “It’s unhelpful”- Show the right ad to the right person to the right landing page- Use dynamic retargeting to show products that users have been
looking at. “It ruined the surprise!”- Judge suitability dependent on industry: (eg. engagement rings!)
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Being helpful, being targetedHelpful = dynamic retargeting
Segmentation (again)Segment users based on how interested they were (don’t retarget to a user that spent <5 seconds on your site)
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Rule #3 summary - Don’t be vain, but do be visible
– Any media spend should be applied with a target ROI. – Dismiss any strategies that involve being seen, that do not directly relate to selling
or promoting your product/service to the right people. – Retargeting works. The more relevant your ad and landing page is to your audience,
the more success you’ll have. Use dynamic retargeting to be hyper-relevant. – Above all, be helpful!
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3 Golden Rules#1 - Choose channels based on customer intent
#2 - Apply media spend on a priority basis
#3 - Don’t be vain, do be visible