HOW-TO:FIND INSTANT SOURCES OF PROFITABLE TRAFFIC
FOR YOUR WEBSITE
+Chris Mohritz | [email protected] | #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
We’ll jump right inFeel free to ask about my background after session
LIST OF OPTIONS BASED ON...
“A Guide to Online Ad Types and Formats”wordstream.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) = you’re billed per clickCPM = you’re 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?What’s 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 follower’s 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
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● Don’t 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● Don’t be annoying
This is what annoying looks like =>
ADMOB ADS
● Be eye-catching● Don’t be annoying
IN-GAME ADS
● Be interesting● Be worth talking about● Word-of-mouth works in-game as well
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!
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