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This conference was presented by Guillaume Bouchard : PPC beyond Search new ad formats, Display, Social during SES Chicago conference.
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STRATÉGIE INTERACTIVE – 55 AVENUE MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6
Pay-Per-Click Beyond Search: New Ad Formats, Display, Social
SES CHICAGO 2010
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STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
TRADITIONAL PPC
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Keyword SearchInformation Seeking
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SOCIAL PPC
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More PassiveFun Seeking
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USER INTENTION & WHAT PRODUCES THE AD
AdWords
(KW Search)
YouTube
(KW Search)
StumbleUpon
(Interest)
(Demographics)
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FUNFUN INFOINFO
FUNFUN INFOINFO
FUNFUN
FUNFUN
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YOUTUBE PPC OVERVIEW
> Integrated with AdWords system> Promoted Videos are the real PPC> Appearing in Video Search Results> Variable rate (CPC)
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STUMBLEUPON PPC OVERVIEW
> User-Interest and Demographics Driven> The Content Is The Ad> Flat Rate ($0.05 per view)
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FACEBOOK PPC OVERVIEW
> Socially-Driven (Increased Engagement)> Targeted by Passively Selected Interests> Internal and external pointing ads> Variable Rate (Based on Demographics)
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TRADITIONAL PPC VS SOCIAL PPC
SO, WHAT’S DIFFERENT ABOUT SOCIAL PPC?
> Cheaper (Less Saturated)
> Not as immediately, active search targeted
> Potentially more demographically targeted
> More visual
> More shareable, intrinsically viral
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ADDED SOCIAL VALUE
You are advertising on the sharing platform itself.
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YOUTUBE STRATEGIES
> Interesting Content• More than just a commercial
> Attractive Ad Text
• Encourage YouTube action (Subscribe, Video Response, Comments, etc.)
• Draw inspiration from (COPY) similar content and videos and their ads
> Keyword Research• AdWords and YouTube keyword tools
• Understand the entertainment-seeking audience
• Auto-fill suggestions
• Other user tags as keywords
> Thumbnails
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STUMBLEUPON STRATEGIES
> Interesting Content• Get to know the site, satisfy the voters
• Don’t advertise the homepage of your product or service
• Content above the fold
> Promotion• Organic support (get votes and positive reviews!)
> Response• Monitor feedback (at least 60%)
• Adjust later campaigns in response to votes
> Don’t Abuse the System!• NO: Duplicate submissions, incorrect categories, obvious ad buy tracking codes
in URLs, time-sensitive offers, affiliate marketing-driven pages, etc.
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STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
FACEBOOK STRATEGIES
> Attractive, Clickable Ads• Draw inspiration from (COPY) ads advertising related products
• Change up the ad details regularly to keep the campaign fresh
• The more specific the targeted demographic, the better
• Maintain as high a CTR as possible
> Attractive Picture
> Impression Consideration• Run ads at night
> Destination Page• High quality, targeted landing page
• Make sure you track conversions
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StumbleUpon
YouTube
TRACKING & ANALYTICS
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KEY SOCIAL AND TRADITIONAL PPC OVERLAP
> Methodology
> Tracking• ROI
• Tweaks & Adjustments
> Quality Ad Copy
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CONCLUDING NOTES & GENERAL STRATEGIES
> Know What You’re Getting Yourself Info• More than with AdWords, you’ve started a conversation
• Damage Control
• Brand Monitoring
> Go Big. Combine!• Multi-platform assault
• Overlapping social PPC
> Have fun!
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MERCI!
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> EMAIL [email protected]
> NVI SITE NVISOLUTIONS.COM
> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG
> NVI BLOG (FR) GO-REFERENCEMENT.ORG
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