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How Native Advertising Can Make Your Content Work Harder

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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"pete@kaizensearch.co.uk"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