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Advertising = Earn Links?

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Native Advertising:The Secret Weapon of Content Marketing

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MEET KAIZENWHO ARE WE?• We deliver Search & Content Marketing for SMEs• Led SEO Accounts for SMEs & Global Brands

inc. Thomas Cook, Symantec & British Gas.• Based in Central London• Conference Speakers & Training Providers at Brighton SEO,

Search London, SMD Warsaw & Performance MI

OUR VALUES• Continuous Improvement (the Japanese philosophy of ‘Kaizen’)• Straight-Talking• Obsessive Attention to Detail

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“Native Advertising let’s you

promote your branded content

to people who will instantly

love it, as they are targeted based on their interests”

WHAT IS NATIVE ADVERTISING?

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http://triplelift.com/landscape/

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http://www.emarketer.com/Article/Whatrsquos-Next-Native-Ads/1010696

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CONTENT ADVERTISING

WHAT YOU NEED TO FOCUS ON

SOCIAL ADVERTISING

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TRAVEL SITE

CONTENT ADVERTISING

SOCIAL ADVERTISING

INTEREST TARGETED

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WHY IS NATIVE ADVERTISING AWESOME?

• Advertising that’s in the context of a users experience

• Drive traffic/impressions from a relevant, already engaged audience

• It’s subtle, unobtrusive advertising • You’re giving value to the user• Cost effective (start from £0.06 cpc)• It works great alongside content marketing &

SEO campaigns (earn shares/links/engagements)

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THE MATT CUTTS SEAL OF APPROVAL

ADVERTISING

(NoFollow, Dynamic URLs)

SHARES ORGANIC LINKS

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EXAMPLES (GOOD, BAD & UGLY)

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ADVERTORIALS

MEDIA BUY - £10k+

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SPOTIFY SPONSORED PLAYLISTS

MEDIA BUY - £5K+

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GONE WRONG: THE ATLANTIC ‘LOVES’ SCIENTOLOGY

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MY EXPERIMENTS

• Could Native Advertising = correlation of shares & links?

• 5 x Campaigns on SME Clients

• 5 x Different Networks

• Small Budgets (Average £150 Per Campaign)

• No Other Outreach Tactics Used

• Measured on a Cost Per Link & Share basis (Using SharedCount.com & Majestic Bulk Backlink Checker)

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CONTENT ADVERTISING

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TEST #1 - OUTBRAIN

• PORTFOLIO:– Food– Sport– Travel

• AVERAGE CPC: £0.15• MINIMUM SPEND: £6

• SELF-MANAGED DASHBOARD

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TEST #1 – THE LAZY HOSTESS

ASSET = 15 x RECIPES

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TEST #1 – RESULTS

• CLIENT: Babe Scott• SPEND: £300• IMPRESSIONS: 3,292,740• CLICKS: 2170

• BOOK SALES: 1• SHARES: 56 (£5.80 Cost Per Share)• DOMAIN LINKS: 1, NoFollow (£300 Cost Per Link)

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WHAT WENT WRONG?

• Quality content, but awful layout & structure• Lots of advertising, distracting call to actions• It didn’t encourage people to link / share

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TEST #2 – TWO LITTLE FLEAS

ASSET = VIDEO LIST

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TEST #2 - TABOOLA

• PORTFOLIO:– News (UK Focus)– Lifestyle & Entertainment– Travel

• AVERAGE CPC: £0.09• MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER)

• ACCOUNT MANAGER PROVIDED

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OMG!!

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TEST #2 - RESULTS

• CLIENT: Two Little Fleas• SPEND: £70• IMPRESSIONS: 439,560• CLICKS: 320

• DOMAIN LINKS: 13 (£5.38 COST PER LINK)• SHARES: 504 (£0.14 COST PER SHARE)

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TEST #3 – 10 ZIG

ASSET = COUNTDOWN CLOCK

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TEST #3 - NRELATE

• SPECIALISM:– Technology– Digital– News (US Focus)

• AVERAGE CPC: £0.09• MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER)

• ACCOUNT MANAGER PROVIDED

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TEST #3 – RESULTS

• CLIENT: 10 ZiG• SPEND: £120• IMPRESSIONS: 1,967,213• CLICKS: 1333

• DOMAIN LINKS: 19 (£6.32 COST PER LINK)• SHARES: 608 (£0.20 COST PER SHARE)

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SOCIAL ADVERTISING

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FACEBOOK ADVERTISING – OBJECTIVE BASED

https://facebook.com/ads/

Platform Cost Model Min Spend Avg. CPE/C/V Avg. CPS

Facebook CPC/CPE £1 £0.13 CPC / 0.19 CPE

£6.05

SELF-MANAGED DASHBOARD

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FACEBOOK ADVERTISING – PAGE POST ADS

PAY-PER-ENGAGEMENT (OR CLICKS) https://facebook.com/ads/

PAY FOR EACH CLICK/LIKE/SHARE OR

COMMENT

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FACEBOOK ADVERTISING – PAGE POST ADS

PAY-PER-ENGAGEMENT (OR CLICKS) https://facebook.com/ads/

TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS

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• Create Multiple Ads and A/B Test Ad Set• Structure the Headline as a Call to Action (website link,

question)• Tag Pages/People/Hashtags if relevant to increase

engagement• Use the Power Editor

– https://www.facebook.com/ads/manage/powereditor/– Set a Manual Conversion Spec – Optimise for ‘Likes’

– Use Custom Audiences & Lookalikes (Target based on Email Lists)

• Add a Conversion Pixel to Measure Goals– https://www.facebook.com/ads/manage/convtrack/

FACEBOOK POST ADS: ADVANCED TIPS

[{"action.type":["like"],"page":["451346298255265"],"post":["742747142448511"]}] - http://fbppc.com/advertising/get-the-interactions-you-want-facebook-conversion-specs/

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FB POST ADS - IMAGE BEST PRACTICES

• 1200 x 630 Pixelshttp://bit.ly/ogimagekaizen

• Overlay Your Headline• Max 20% Limit on Text

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

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TEST #4 – FACEBOOK POST ADS

ASSET = VIDEO GALLERY

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TEST #4 – RESULTS

• CLIENT: Two Little Fleas• SPEND: £296• IMPRESSIONS: 20,407• CLICKS: 260

• DOMAIN LINKS: 4 (£74 COST PER LINK) • SHARES: 96 (£3 COST PER LIKE)

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TWITTER ADVERTISING – OBJECTIVE BASED

https://ads.twitter.com/

Platform Cost Model Min Spend Avg. CPE/C/V Avg. CPS

Twitter CPE £1 £0.31 £4.76

SELF-MANAGED DASHBOARD

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TWITTER ADVERTISING – PROMOTED TWEETS

PAY-PER-ENGAGEMENT http://ads.twitter.com/

PAY FOR EACH CLICK/RETWEET/SHARE OR

FOLLOW

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TWITTER ADVERTISING – PROMOTED TWEETS

PAY-PER-ENGAGEMENT http://ads.twitter.com/

TARGET @ FOLLOWERS

TARGET KEYWORDS / #

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TWITTER ADS – ADVANCED TIPS• Run Follower Campaigns – Avoid

Keywords• Don’t include Hashtags /

@Handles if trying to drive people to the content URL – Twitter charges for any type of click around the tweet

• A/B Testing – Run at least 5 Tweets and Segment Your Tweets and Target Different Keyword Sets / Followers for Each

• Use Twitter Cards for Lead Gen, App Installs & Content Clickshttps://dev.twitter.com/docs/cards/validation/validator

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TEST #5 – PROMOTED TWEETS

ASSET = B2B INFOGRAPHIC

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TEST #5 – RESULTS

• CLIENT: Travel Out There• SPEND: £100• IMPRESSIONS: 16,527• CLICKS: 128

• DOMAIN LINKS: 17 (£5.88 COST PER LINK)• RETWEETS: 21 DIRECT + 1204 EARNED

(0.08p TOTAL CPS / £4.76 DIRECT)

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NAILED IT

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But why did it work?

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CURATED VIDEO PLAYLIST

ASSET = VIDEO LIST

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JAVASCRIPT CLOCK

ASSET = COUNTDOWN CLOCK

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• Content doesn’t need to be great, just packaged well

• If you have a ‘click-bait’ headline, clever formatting & encourage people to link to it – you’ll win.

THE SECRET TO SUCCESS IN CONTENT ADVERTISING

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THE ART OF THE HEADLINE

John Caples, US School of Music (1926)

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UPWORTHY’S HEADLINE PROCESS

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

just-kidding

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APPSUMO – A/B HEADLINES PLUGIN

http://www.appsumo.com/headlines/

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10 HEADLINE FORMATS YOU NEED TO TRY

“How To” “Why” “Which” “Who Else”

“Wanted” “This” “Becaus

e” “If”

“Advice” 5/10/25/50/100 (Use Numbers)

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USERS DON’T READ CONTENT (THEY SCAN IT)

“We found 79 percent of our

test users always scanned any

new page they came across;

only 16 percent read word-by-word.” - JAKOB NIELSEN

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7 DESIGN HACKS TO GET A USERS ATTENTION

1. Host the Content on a Seperate Micro-Site2. Unique Look & Feel, No Corporate Brand

Colours/Typography 3. Below The Fold Client Logo4. Break Content into Digestible Chunks – Lists, Sub-

Headings, Tons of Paragraph Breaks5. Visualise Every Detail (Animated GIFs, Photos, Data Viz)6. Add a ‘Share on X’ plugin to Images

http://codecanyon.net/item/social-image-hover-for-wordpress/2270775

7. Use a ‘Tweet This’ Plugin on Quoteshttp://premium.wpmudev.org/blog/wordpress-tweet-this-plugins/

8. Always have an embed code (iFrame or image thumbnail)

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USE OPEN GRAPH TAGS TO INCREASE CTR• Open Graph Tags let you pre-populate text &

rich media on Facebook, Twitter & LinkedIn– OG:Type– OG:Locale– OG:Title– OG:Publisher– OG:Description– OG:Image (1200px by 630px ideal for Facebook)

• Twitter Card Tags– Twitter:card (summary_large_image)– Twitter:site– Twitter:domain– Twitter:creator– Twitter:title– Validator: https://dev.twitter.com/docs/cards/validation/validator/

http://ogp.me/

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ANALYSING YOUR CAMPAIGN PERFORMANCEPRE & POST CAMPAIGN• Have Cost Per Share & Cost Per Link Targets• Measure Time On Site, Bounce Rate, Goals• Measure Social Shares – http://www.sharedcount.com/• Measure Root Domain Links – Majestic Bulk URLs or NetPeak Checker

http://netpeak.us/soft/netpeak-checker/http://www.majesticseo.com/reports/bulk-backlink-checker

ONGOING• Create Multiple Ads & A/B Test to improve CTR, Quality Score &

Engagement Rate• Try different headlines, images, ad copy, open graph tags• Calculate your average (or ideal) visitor time, bounce rates, CTR, CPC/E/V,

Engagement Rate & Goal Conversions – STRIP AWAY THE NON-PERFORMERS, FAST

• Always be testing - ‘What can I be doing differently?’

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Thank You!

Get in Touch:@petecampbellpete@kaizensearch.co.ukhttp://www.kaizensearch.co.uk/

PRESENTATION LINK:KAIZENSEARCH.CO.UK/PMI-LONDON

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KEY TAKEAWAYS

1. Fail fast, this probably won’t work the first time you try it2. Host content on a separate landing page with its own look &

feel3. Avoid corporate branding, stick a logo beneath the fold.4. A/B Test Headlines5. Be clever with formatting, make the content easily digestable6. Use EMBED Codes and pre-populated social share counters7. Use the Platforms that have the right portfolio for your asset8. Have Cost Per Link & Cost Per Share Targets (Track using

SharedCount & Majestic Bulk URL Checker)9. Measure Page-Flow, Bounce Rate & Time on Site10. Strip away the non-performers, fast