how-to: find instant sources of profitable traffic for your website

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

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

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● 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

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