Using Native Advertising to Amplify Your Reach by Pete Campbell, SEM Days 2015
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The document discusses the use of native advertising to enhance reach and engagement, highlighting its long historical context, various types, examples, and best practices. It emphasizes the importance of effective design and targeting strategies in maximizing the impact of such advertising. Key takeaways include the necessity for compelling visuals, engaging headlines, and careful monitoring of campaign performance metrics.
![@petecampbell
pete@kaizensearch.co.uk
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Using Native Advertising to Amplify Your Reach by Pete Campbell, SEM Days 2015
- 1. @petecampbell pete@kaizensearch.co.uk Using Native Advertising To Amplify Your Reach
- 2. @petecampbell pete@kaizensearch.co.uk Using Native Advertising To Amplify Your Reach How To Make People Pay Attention at 5:30pm
- 5. @petecampbell pete@kaizensearch.co.uk WHO IS THIS? SAM L. JACKSON
- 7. @petecampbell pete@kaizensearch.co.uk WHO IS THIS? CHARLIE CHAPLIN
- 9. @petecampbell pete@kaizensearch.co.uk RYAN GOSLING. THE ONLY PERSON SEO’S LOVE MORE THAN LINKS
- 11. @petecampbell pete@kaizensearch.co.uk Using Native Advertising To Amplify Your Reach
- 12. @petecampbell pete@kaizensearch.co.uk PETE CAMPBELL / KAIZEN • Founder / Managing Director • Kaizen is a team Content Marketing & Technical SEO specialists • “Rising Star of the Year” (Travolution Awards) • 6+ Years in Agency & In-House Roles • Built first website at 11 • Ran several high-traffic video gaming sites • Proud owner of a Game Boy Colour
- 15. @petecampbell pete@kaizensearch.co.uk WARNER’S SAFE CURE RAN THE FIRST NATIVE AD IN 1870
- 16. @petecampbell pete@kaizensearch.co.uk So, native advertising is years old 145
- 17. @petecampbell pete@kaizensearch.co.uk • “Assuming people would more likely read news stories – than adverts, businesses began writing adverts in the form of news copy. Newspaper editors agreed to print them for money.” – Linda Lawson, 1988 THESE WERE CALLED ‘READING NOTICES’ Full Article: http://bit.ly/1HrFeiO
- 18. @petecampbell pete@kaizensearch.co.uk BELL TELEPHONE PAYS $1200 FOR COVERAGE ON NYT 1886
- 19. @petecampbell pete@kaizensearch.co.uk THE EDITORS ALWAYS HATED IT – EVENTUALLY, NYT BANNED NATIVE FOR OVER 50 YEARS
- 20. @petecampbell pete@kaizensearch.co.uk NYT RUNS FIRST ONLINE NATIVE AD 2014
- 21. @petecampbell pete@kaizensearch.co.uk New York Times Sold In Native Ads Last Year $18 MillionAKA A LOTTA OF LEU 71,550,900 LEU TO BE PRECISE
- 24. @petecampbell pete@kaizensearch.co.uk In-Feed Units (aka Paid Social) Recommendation Widgets Paid Search (aka PPC) Promoted Listings (e.g. Amazon Product Ads) In-Ad Units (Interactive Display Ads) Custom Content (Infographics, Playlists) THE 6 TYPES OF NATIVE ADS * Italtic’s represent my view only IAB Playbook: http://bit.ly/1gzLtDh
- 25. @petecampbell pete@kaizensearch.co.uk TRAVEL SITE RECOMMENDATION WIDGETS IN-FEED UNITS INTEREST TARGETED
- 27. @petecampbell pete@kaizensearch.co.uk Get in Touch: @petecampbell pete@kaizensearch.co.uk DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/SEMDAYS
- 28. @petecampbell pete@kaizensearch.co.uk Using Native Advertising To Amplify Your Reach
- 32. @petecampbell pete@kaizensearch.co.uk PRICE RISE + FACEBOOK ADS = BACKLASH
- 35. @petecampbell pete@kaizensearch.co.uk RECOMMENDATION WIDGETS IN-FEED UNITS (PAID SOCIAL) PAGE POST ADS PROMOTED TWEET
- 37. @petecampbell pete@kaizensearch.co.uk Average CPC 3.6 LEU / $0.90 0.6 LEU / $0.15 Average CTR 0.07% 0.10% Bounce Rate 85% 79% Minimum Spend 40 LEU / $10 3975 LEU/ $1000 Self-Selve Option Yes Yes B2C Suitability Good Good B2B Suitability Good OK Top 5 Publishers CNN, Yahoo!, The Guardian, The Telegraph, Fast Company Daily Mail, ViralNova, AOL, HuffPost, Hearst Magazines * Based on January to April 2015 Kaizen Data
- 38. @petecampbell pete@kaizensearch.co.uk TRY USING WIDGETS FOR LEAD GENERATION CTA AT THE BOTTOM OF INFOGRAPHIC
- 39. @petecampbell pete@kaizensearch.co.uk TRY USING WIDGETS FOR LEAD GENERATION CTA AT THE BOTTOM OF INFOGRAPHIC
- 41. @petecampbell pete@kaizensearch.co.uk OR TO AMPLIFY YOUR LINK BUILDING / OUTREACH B2C CLIENT
- 45. @petecampbell pete@kaizensearch.co.uk Impressions 340,602 Clicks 2080 Spend 10,075 LEU Domain Links 29 Cost Per Link 347.4 LEU THE RESULTS
- 47. @petecampbell pete@kaizensearch.co.uk FOCUS ON LISTS & VISUAL CONTENT ü Listicles (23 Reasons Native is Awesome) ü Infographics ü Quizzes ü How-To Content
- 48. @petecampbell pete@kaizensearch.co.uk MAXIMISE CTR - A/B TEST HEADLINES & IMAGES Create 3 x Headlines & Thumbnails per URL
- 49. @petecampbell pete@kaizensearch.co.uk CREATE AN AWESOME THUMBNAIL ü Close-Up Photos of People ü Use Celebrity Images if possible ü Avoid Using Icons, Illustrations & Logos ü Use Contrasting, Eye-Catching Colours ü 400 x 300 Pixels Minimum
- 50. @petecampbell pete@kaizensearch.co.uk GIVE EACH URL A SEPARATE CAMPAIGN FOR BETTER AD ROTATION, CLICK / BUDGET SPREAD
- 51. @petecampbell pete@kaizensearch.co.uk USE ADVANCED TARGETING OPTIONS ü Time of Day ü Retargeting Campaigns ü Geo-Targeting ü Device Targeting
- 52. @petecampbell pete@kaizensearch.co.uk FOCUS ON MOBILE – 40%+ OF TABOOLA’S REVENUE
- 53. @petecampbell pete@kaizensearch.co.uk IN FEED UNITS (PAID SOCIAL)
- 54. @petecampbell pete@kaizensearch.co.uk Average CPC 2.1 LEU / $0.53 Minimum Spend 6 LEU / $1.5 Self-Selve Option Yes Demographic Targeting Good Facebook CPC Nanigans Q1 2015: http://bit.ly/1Fdp9Nv Twitter CPC AdParlor Q2 2014: http://bit.ly/1DuuP11 PAGE POST ADS
- 56. @petecampbell pete@kaizensearch.co.uk USE PAGE-POST ADS TO PROMOTE CONTENT PAY-PER-ENGAGEMENT (OR CLICKS) PAY FOR EACH CLICK/LIKE/SHARE OR COMMENT
- 57. @petecampbell pete@kaizensearch.co.uk RIDICIOUSLY GOOD DEMOGRAPHIC TARGETING PAY-PER-ENGAGEMENT (OR CLICKS) TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS
- 58. @petecampbell pete@kaizensearch.co.uk Max 80 Characters 66% Engagement Increase 1200 x 628 Pixels USE A CTA BUTTON Open Graph Tags 25 Characters Max ‘The Perfect Ad’ Facebook Guidelines: h2p://on.6.me/1JmMDTH Jeff Bullas: h2p://bit.ly/19VD8E9
- 59. @petecampbell pete@kaizensearch.co.uk CREATING THE PERFECT IMAGE • 1200 x 630 Pixels http://bit.ly/ogimagekaizen • Include a Call to Action • Overlay Your Headline • Max 20% Limit on Text https://www.facebook.com/help/468870969814641
- 60. @petecampbell pete@kaizensearch.co.uk OPTIMISE FOR ‘LIKES’ – MANUAL CONVERSION SPECS [{"action.type":["like"],"page":[”PAGEID"],"post":[”POSTID"]}] POWER EDITOR USE THIS
- 61. @petecampbell pete@kaizensearch.co.uk OPTIMISING FOR LIKES IN ACTION VIDEO PLAYLIST / LISTICLE
- 62. @petecampbell pete@kaizensearch.co.uk Impressions 20,407 Clicks 260 (0.79 LEU CPE) Spend 1807 LEU Shares 96 Cost Per Share 18.82 LEU THE RESULTS PAGE POST ADS
- 65. @petecampbell pete@kaizensearch.co.uk USE ADVANCED TARGETING OPTIONS ü Use the Power Editor – Edit in Bulk https://www.facebook.com/ads/manage/powereditor/ ü Create Multiple Ads and A/B Test Ad Set ü Use Partner Data ü Use Custom Audiences - Target based on Email Lists) ü Add a Conversion Pixel to Measure Goals https://www.facebook.com/ads/manage/convtrack/
- 67. @petecampbell pete@kaizensearch.co.uk USERS DISCOVER & VOTE UP INTEREST-TARGETED CONTENT HOW DOES STUMBLEUPON WORK? Visual Content = Highest Engagement
- 68. @petecampbell pete@kaizensearch.co.uk TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS AUDIENCE TARGETING
- 69. @petecampbell pete@kaizensearch.co.uk USE STUMBLE ADS TO EARN A TON OF FREE TRAFFIC
- 70. @petecampbell pete@kaizensearch.co.uk JUST SPEND 60 LEU A DAY OVER A WEEK
- 72. @petecampbell pete@kaizensearch.co.uk THIS IS NOT GOOD ENOUGH – DON’T EVEN BOTHER Interes'ng Jobs With Good Salaries Published 21/05/2015 by Pete Campbell Job Title: Ice Cream Taster Salary: £39k ($60k) with unlimited free ice cream DescripFon: Evaluate ice cream in terms of taste, texture, smell, and other elements QualificaFons: You need a degree in food science to land this job not just a love for ice cream. Job Title: Sommelier (aka Wine Expert) Salary: £33k ($51k) DescripFon: Manages a business’ wine collecFon to offer clients recommendaFons and travels the world to source new products QualificaFons: Training and cerFficaFon programmes and years of training. Job Title: Food Stylist Salary: £50k ($77k) DescripFon: Prepare and style food for adverts and magazine shoots QualificaFons: A passion for food with a creaFve eye and demonstrable interest in the area through taking courses and relevant qualificaFons.
- 73. @petecampbell pete@kaizensearch.co.uk YOU NEED TO PACKAGE IT UP RIGHT Clickbait Headline Highly Visual Branding in Footer Increases Credibility
- 74. @petecampbell pete@kaizensearch.co.uk YOU NEED TO PACKAGE IT UP RIGHT Clickbait Headline Highly Visual
- 75. @petecampbell pete@kaizensearch.co.uk John Caples, US School of Music (1926) CLICK-BAIT HEADLINES IN 1926
- 76. @petecampbell pete@kaizensearch.co.uk TRY THESE 10 HEADLINE FORMATS “How To” “Why” “Which” “Who Else” “Wanted” “This” “Because” “If” “Advice” 5/10/25/50/100 (Use Numbers)
- 77. @petecampbell pete@kaizensearch.co.uk USABILITYHUB.COM – A/B TEST HEADLINES http://simitator.com/generator/twitter
- 78. @petecampbell pete@kaizensearch.co.uk UPWORTHY A/B TEST 25 HEADLINES http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding
- 79. @petecampbell pete@kaizensearch.co.uk TO MASSIVELY IMPROVE THEIR VISITS http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding
- 80. @petecampbell pete@kaizensearch.co.uk https://kingsumo.com/apps/headlines/ DO IT YOURSELF WITH KINGSUMO HEADLINES
- 81. @petecampbell pete@kaizensearch.co.uk “We found 79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word.” – Jakob Neilsen USERS DON’T READ CONTENT (THEY SCAN IT)
- 82. @petecampbell pete@kaizensearch.co.uk DESIGN HACKS TO INCREASE ENGAGEMENT ü HOST CONTENT ON SEPARATE MICRO-SITE ü MINIMISE BRANDING ü BE DIGESTIBLE - USE LISTS, SUB-HEADINGS ü ADD VISUALS TO EVERY HEADING, PARAGRAPH ü ADD A ‘SHARE’ BUTTON TO IMAGES - http://bit.ly/1zYgUyI ü ADD A ‘TWEET THIS QUOTE’ BUTTON - http://bit.ly/1FlGtjz ü ‘ORIGINAL’ SOCIAL BUTTONS OVER ‘PRETTY’ ONES
- 83. @petecampbell pete@kaizensearch.co.uk USE OPEN GRAPH TAGS & SOCIAL IMAGES • Pre-populate headlines, & rich media on Facebook, Twitter & LinkedIn • You need these tags on your site: • OG:Type • OG:Locale • OG:Title • OG:Publisher • OG:Description • OG:Image (1200px by 628px) http://ogp.me/
- 84. @petecampbell pete@kaizensearch.co.uk ALWAYS HAVE AN EMBED CODE EVEN IF IT’S JUST AN IFRAME OR EMBEDDABLE THUMBNAIL http://builtvisible.com/embed-code-generator/
- 86. @petecampbell pete@kaizensearch.co.uk Cost Per Click Cost Per Share Bounce Rate Cost Per Link Time On Site Click to Lead % Pages Per Visit Click to Sale % THE KPI’S TO MONITOR DURING CAMPAIGN POST-CAMPAIGN ANALYSIS
- 88. @petecampbell pete@kaizensearch.co.uk Thank You! Get in Touch: @petecampbell pete@kaizensearch.co.uk DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/SEMDAYS