HOW-TO: Find Instant Sources Of Profitable Traffic For Your Website

  • Published on
    21-Oct-2014

  • View
    579

  • Download
    3

Embed Size (px)

DESCRIPTION

Paid internet ads are a compelling source of website traffic because they produce almost immediately and are very effective at targeting the right audience for your message. But should you use paid search or paid social ads? Banner ads? PPC? CPC? media buys? The number of choices can be overwhelming. Join us for an introductory workshop on navigating the options and finding the best source of profitable traffic for your website.

Transcript

HOW-TO:FIND INSTANT SOURCES OF PROFITABLE TRAFFIC

FOR YOUR WEBSITE

+Chris Mohritz | chris@mohritz.co | #IdeaToOperations

An Introduction to Online Advertising

OUR JOURNEY

Delivering on the promise Spectrum of options

Goals:1. Provide a framework to build campaigns2. Introduce a list of sources to choose from

Well jump right inFeel free to ask about my background after session

LIST OF OPTIONS BASED ON...

A Guide to Online Ad Types and Formatswordstream.com/online-ads

THE PROMISE Find Instant Sources Of Profitable

Traffic For Your Website

INSTANT

Paid ads typically get traffic within minutes vs. months to build organic traffic

Note:SEM = Paid search traffic (artificial ranking)SEO = Organic search traffic (natural ranking)

PROFITABLE

The goal for each campaign is profitability profit/sale - cost/sale = $1.00+ Drop all non-profitable campaigns

Note:CPC (PPC) = youre billed per clickCPM = youre billed per 1000 impressions

YOUR WEBSITE

Preferably A property you own A page dedicated to each campaign Page attached a blog (myblog.com/landing1) Keyword-optimized No Bounce-optimized Conversion-optimized Analytic tracking installed

SOURCES

Where do your customers hang out?Whats the best way to reach them? Search Ads Social Ads Banner Ads Mobile Ads Email Ads Video Ads

THE I NEED HELP PROCESS

Constructing a campaign to drive traffic... Step 1: Spotlight their Big A** Problem Step 2: Validate BAP with 3rd-party data Step 3: Give BAP another poke Step 4: Show them Light at End of Tunnel

scienceofbusiness.com/i-need-help-theory-of-constraints-mafia-marketing

Ad Landing Page Sales Page

SEARCH

Pros: Immediate results Rapid changes Great for testing Mature platforms Plenty of coupons

Cons: Can be expensive

Tools: [ in-network ] spyfu.com adwords.google.

com/ko/KeywordPlanner

GOOGLE SEARCH ADS

Intent targeting Keyword-based

BING SEARCH ADS

Intent targeting Keyword-based

YAHOO SEARCH ADS

Intent targeting Keyword-based

SOCIAL

Pros: Highly-targeted Interactive (most) Great for testing

Cons: Noisy New platforms

Tools: [ in-network ] hootsuite.com topsy.com

FACEBOOK MARKETPLACE

Persona targeting Demographics-based

facebook.com/advertising

FACEBOOK PROMOTED POSTS

Your posts

facebook.com/advertising

FACEBOOK SPONSORED STORIES

Your followers posts

facebook.com/advertising

FACEBOOK EXCHANGE

Remarketing (external sites)

facebook.com/advertising

TWITTER PROMOTED ACCOUNT

Get Followers

ads.twitter.com

TWITTER PROMOTED TWEETS

Get Engagement

ads.twitter.com

TUMBLR ADS

Mobile Post Web Post Radar Spotlight

tumblr.com/business/advertise

REDDIT ADS

reddit.com/ad_inq

PINTEREST ADS

Promoted Pins Experimental

business.pinterest.com/promoting-pins

INSTAGRAM ADS

Testing

business.instagram.com/blog

VINE ADS

Roll Your Own

fastcompany.com/3019652/dialed/6-of-the-most-creative-clever-uses-of-vine-in-marketing

DISPLAY ADS

Pros: Highly scalable Mature platform

Cons: Less forgiving Research intensive

Tools: [ in-network ] quantcast.com

PLAIN OL BANNER ADS

Be eye-catching

Nothing beats a good headline.Create curiosity, get the click =>

VIDEO BANNERS

Be eye-catching Dont be annoying

REMARKETING

I was just on that website! (they know)

GOOGLE CONTENT NETWORK

Have Google Ads on your blog?

MEDIA BUYS

Typically larger volume Endless array of exchange networks, or Go direct to website owner Easy start: BuySellAds.com

MOBILE

Pros: Large audience Location aware

Cons: Noisy

Tools: [ in-network ]

MOBILE ADS

Be eye-catching Dont be annoying

This is what annoying looks like =>

ADMOB ADS

Be eye-catching Dont be annoying

IN-GAME ADS

Be interesting Be worth talking about Word-of-mouth works in-game as well

EMAIL

Pros: Less noisy

Cons: Less real estate

Tools: [ in-network ]

GMAIL ADS

Be eye-catching

VIDEO

Pros: High engagement

Cons: High Production

Cost

Tools: [ in-network ]

YOUTUBE ADS

Be engaging Avoid the skip

POP QUIZ

Why is YouTube the 2nd largest search engine?

A. Endless stream of how to videosB. TheLonelyIslandC. JennaMarblesD. Cats

googleblog.blogspot.com/2012/06/using-large-scale-brain-simulations-for.html

WHERE TO LEARN MORE

youtube.com google.com/onlinechallenge/dmc open2study.com/courses/online-advertising google.com/ads/learn/market-online.html

SUM IT UP

Be where your customers hang out Newbie? start with Search or Social Use I Need Help process for campaigns Go where the data leads Tune each campaign profitable (EPC) Then, outspend your competition!

Questions?Feedback?chris@mohritz.co