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Paid search came from beginnings on Google and Yahoo, but is now expanding to become part of the social media and mobile marketing explosion. No longer limited to search engines, paid search ads can be found on Facebook and LinkedIn, with talks of Twitter in the future. PPC goes one step further by becoming part of mobile marketing, one of the biggest 2011 Internet marketing trends.
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Internet Marketing 2011 Trends: Paid Search on
Social Media and Mobile
February 2011
Bill Balderaz
Webbed Marketing
#WMwebinar
February 2011
Agenda
The history of paid search advertising
Paid search and social media
Paid search and mobile marketing
How to create the perfect paid search strategy
#WMwebinar
February 2011
Paid Search: A History
Search engines on the scene by 2000 to index the millions of pages found of the web
First paid SERP based on print ad model used by directories (i.e. Yellow Pages) with flat fee for online directory listing
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Paid Search: A History
Eventually changed to auction based system where advertisers paying the most got the best ad position
In mid 2000s, Google changed the game by introducing “Quality Score”
Rated ads on various factors (such as revenue generation) Ranked which ads would be on a page and in what order Yahoo and Microsoft followed up with the same
February 2011
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February 2011
Paid Search: A History
Originally Google sold ads based on CPM (Cost-Per-Mil, or Cost per 1,000 ad displays aka impressions) After 6 months switched over to the current CPC model
At same time, FTC required paid search results be easily distinguishable from organic results
Google led PPC domination with AdWords and AdSense programs, making paid search easier to understand and manipulate
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February 2011
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Paid Search and Social Media
May seem like the two don’t go together PPC more targeted/direct results Difficult to measure ROI on Social Media Social Media for brand, PPC for sales
But now have ways to measure Social Media returns
Seeing two as connected: how a brand is seen via Social Media influences consumers’ PPC conversions
February 2011
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Paid Search and Social Media
PPC now showing up on Social Media platforms LinkedIn, Facebook, YouTube, Twitter
Using PPC on these platforms means branding and conversion/sales opportunities sit side-by-side
2009 study reported 50% lift in click-through rates for consumers exposed to both social media and paid search1
Makes for high conversion rates due to audience being highly targeted
1http://www.searchfuel.com/2009/10/search-marketing-social-media-interplay/
February 2011
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Paid Search and Social Media-Facebook
Creates highly targeted ads Target by age, gender, interests, education, work, etc.
Users visit Facebook 40 times per month for about 23
min at a time2
, meaning higher exposure
Users can vote on whether or not ads are relevant to them, decreasing bounces
Can even create “Social” ads that show up Newsfeeds2
http://royal.pingdom.com/2011/02/04/facebook-youtube-our-collective-time-sinks-stats/
February 2011
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Paid Search and Social Media-Facebook
Connects to website, company FB page, events, groups, applications Also able to show ad for company FB page with “Like” button attached
Able to monitor campaigns, just like AdWords Offer CPC and CPM models Offers tracking
Estimator tool more accurate due to knowing exactly how many users are in specific group/interest
FB ad spending increased 34% in the last year3
3http://www.emarketer.com/Report.aspx?code=emarketer_2000621&AspxAutoDetectCookieSupport=1
February 2011
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Paid Search and Social Media-LinkedIn
Puts ads in front of influential people/decision makers meaning higher chance for conversion immediately
Allows for targeting by industry, job level, job title, company, etc.
Also offers CPC or CPM options
February 2011
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Paid Search and Social Media-LinkedIn
Some industries are excluded, as noted in the guidelines Prescription pharmaceuticals Dating sites Online gambling Bulk marketing products
Great for B2B and lead generation
February 2011
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Paid Search and Social Media-YouTube
All internet users spend 2.9 billion hours on YouTube/month2
Allows targeting by queries Not the same as search engines People are searching for content, not products Realize queries will be things like “Office wedding dance scene” or
“Social Network trailer”
2
http://royal.pingdom.com/2011/02/04/facebook-youtube-our-collective-time-sinks-stats/
February 2011
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Paid Search and Social Media-YouTube
Can link to AdWords
Use text, image or video ads
Also have KW tool specific to YouTube in AdWords Even gives suggestions of specific video pages to target
Wide audience and great AdWords integration
February 2011
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Paid Search and Social Media-Twitter
For now only offer promoted options that appear depending on KW searches Promoted Tweets Promoted trends (hastags)-has minimum payment requirement Promoted accounts (profiles)-falls under “suggestions to follow”
February 2011
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Paid Search and Social Media-Twitter
Offered by Cost-Per-Engagement (CPE) Pay when a user Retweets, replies to, clicks on or
favorites Promoted Tweet
Provides analytics-measure by ER (Engagement Rate) as opposed to click through rate
Essentially allows users to share ads-combining PPC and Social Media
February 2011
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Paid Search and Social Media-Twitter
Right now need to contact Twitter and be approved before allowed in ad platform
Twitter says they will offer a different self-serve ad platform later in 2011
All Twitter info gathered from http://videos.webpronews.com/2011/01/30/twitters-new-self-serve-ad-platform-that-isnt-self-serve/
February 2011
Paid Search and Mobile Marketing
Newest trend is displaying ads via text messaging
Messages can be location based through having consumers text based on an ad in a physical location
Ads are interactive-advertisers can respond directly to individuals
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February 2011
Paid Search and Mobile Marketing
Usually pay based on outgoing messages
Similar to using e-mail marketing, but has more benefits More immediate/interactive No spam filters Read right away/high open rate (almost
100%) More personal
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February 2011
Paid Search and Mobile Marketing
Text campaigns can be used for: Promotions Coupons Special events/discounts Appointment reminders Text-to-win Surveys
Similar to creating multiple campaigns in AdWords
Varies by provider #WMwebinar
February 2011
Paid Search and Mobile Marketing
Ads need to be relevant, timely, targeted to ensure customers will not unsubscribe
According to Wikipedia, mobile phones outnumber TV 3 to 1, meaning mobile audience is higher than TV audience
Besides text ads on mobile, you can also optimize search PPC for smartphones by turning on the “phone extension” feature in AdWords
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February 2011
Creating a Paid Search Strategy
ALWAYS couple with SEO and Social Media strategy Any PPC campaign/platform can’t perform well without good brand
presence and quality ranking to back it up Consumers/clients aren’t just looking at ads, they see the big picture of
brand
Who are you targeting? Consumers? Businesses? Facebook/Twitter great for individuals LinkedIn perfect target for B2B Mobile better for retail/B2C
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February 2011
Creating a Paid Search Strategy
Go with niche KWs and KW phrases
Lower competition, more targeted
Start with multiple campaigns, then focus on ones with highest ROI
Try multiple ad copies and create different copies for different platforms Copy for LinkedIn vs. Facebook
Don’t over extend Now multiple PPC platforms, but doesn’t mean you need to/should be on
all
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February 2011
Webbed Marketing Paid Search Services
Search Engine Marketing (Google, Bing and Yahoo!)
LinkedIn and Facebook Ads
Mobile and Text Marketing
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February 2011
For more information on creating or improving your paid search or other marketing strategies in all environments, contact Webbed Marketing.
Bill Balderaz @bbalderaz [email protected] www.webbedmarketing.com
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