KAIZEN How Native Advertising Can Make Your Content Work Harder
KAIZEN
How Native Advertising Can Make Your Content Work Harder
KAIZEN
MEET KAIZEN!WHO 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: WE’RE INCREASING PRICES BUT WE’LL KEEP YOU WARM THIS WINTER!
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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!
[{"ac&on.type":["like"],"page":["451346298255265"],"post":["742747142448511"]}] -‐ hCp://Eppc.com/adver&sing/get-‐the-‐interac&ons-‐you-‐want-‐facebook-‐conversion-‐specs/
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FB POST ADS - IMAGE BEST PRACTICES!
• 1200 x 630 Pixels"http://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 Clicks"https://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)
KAIZEN 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” “Because” “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-Site 2. Unique Look & Feel, No Corporate Brand Colours/Typography 3. Below The Fold Client Logo 4. Break Content into Digestible Chunks – Lists, Sub-Headings, Tons of
Paragraph Breaks 5. 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 Quotes"http://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 PERFORMANCE!PRE & 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:@petecampbell"[email protected]"http://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 it 2. Host content on a separate landing page with its own look & feel 3. Avoid corporate branding, stick a logo beneath the fold. 4. A/B Test Headlines 5. Be clever with formatting, make the content easily digestable 6. Use EMBED Codes and pre-populated social share counters 7. Use the Platforms that have the right portfolio for your asset 8. Have Cost Per Link & Cost Per Share Targets (Track using
SharedCount & Majestic Bulk URL Checker) 9. Measure Page-Flow, Bounce Rate & Time on Site 10. Strip away the non-performers, fast