samantha noble en the inbounder

@SamJaneNoble 

Dominating the Paid Media Universe

SAMANTHA NOBLE

#theinbounder Ponencia en inglés - Ponte los

@SamJaneNoble

The Inbounder – May 2016

DOMINATING THE PAID MEDIA UNIVERSE

@Koozai @DigitalFemales @StateofDigital

Tweet Me - @SamJaneNoble

Email Me – sam.noble@Koozai.com

2000

2016

4 x Paid Ads

2 x Organic Listings4 x Image Search

7 x Organic Listings

3 x Paid Ads

1 x Knowledge Graph

2000

2016

€€€€

Google’s revenue from advertising continues to increase exponentially.

Source: Statista

89%of Google’s

revenue

Came from advertising platforms such as AdWords in 2015!

Source: Investor Google

They must innovate in order to maintain

growth.

PAID MEDIA UNIVERSEWELCOME TO

THE

DISPLAY REMARKETING GMAIL

YOUTUBE APPS SHOPPING MOBILE

SEARCH

DISPLAY REMARKETING NATIVE

MOBILE SHOPPING

SEARCH

Gone are the days when all we had were

keywords.

Advertisers now have more to get excited

by.

We can now target our own audiences

via PPC.

This is where things get really powerful.

Competitors are unable to copy or

replicate your audience.

“Audience is your Unique

Marketing Point (UMP)”@SamJaneNoble

TOP TIP:Facebook Pixel

Everything

Create custom audiences to segment visitors based on the pages they view.

Wait for the data to accumulate.

You then have a huge amount of insight into the audiences demographic makeup.

Use this in your cross-channel

marketing.

TARGETTINGFUNNEL

This is too complicated.

This is too simple.

This is just about right.

What does this actually mean for

you?

UNIVERSEBACK TO THE

The Awareness Galaxy

Awareness

Display Ads Gmail Ads

YouTube In-Display

YouTube In-Stream

Dynamic Search Ads

LinkedIn Ads

Facebook Ads

Bing Native

Twitter Ads

Instagram Ads

YouTube In-Stream Ads are amazing for brand awareness and come in at a low cost.

Display ads on a CPC model can drive thousands of impressions without a huge cost.

Bing Native ads appear in context within content on the MSN network.

Instagram ads are disruptive by nature but with the right messaging can entice.

The Consider Galaxy

Consideration

Brand Bidding

Competitor Bidding

Vouchers & Reviews

Seller Ratings

Remarketing

RLSALanding Pages

Affinity Audiences

YouTube Remarketin

g

Dynamic Remarketin

g

Local Inventory

Ads

Bing Native

Have a presence when potential customers are looking for reviews, vouchers & discounts.

Likewise, you want to appear when the potential audience searches for your brand.

Remarket to your YouTube channel audience as they watch follow-up video content.

Seller Ratings make your ads stand out in the crowded search results and boost CTR.

The Preference Galaxy

Preference

Gmail Ads: Competitor Gmail Ads:

Your Brand

RLSA

Remarketing

PLAsAmazon AdsFacebook

Product Ads

Google Search

Bing Search

Dynamic Remarketin

g

YouTube In-Display

Bid on competitors names using Gmail ads to entice customers away if they receive mail.

Use Gmail ads to reinforce your brand message from your email campaigns.

Google and Bing search is imperative if you are looking to keep audiences at this stage.

The Purchase Galaxy

Purchase

Google & Bing Search Amazon Ads

Google Shopping

Facebook Shopping

Ads

Bing Shopping

RLSARemarketing

YouTube Shopping

Ads

Similar Audience

Local Inventory

Ads

In-Market Audiences

Google Shopping is the go to place for audiences who are researching where to buy.

If you have a physical store with stock, Local Inventory Ads can drive footfall from online.

Dynamic Remarketing can be used for any sector to show highly relevant display ads.

Use Similar Audiences to target potential customers with a similar demographic to yours.

60%more

impressions

Source: Google

58%more clicks

41%more

conversions

Countdown Ads create a sense of urgency and can often increase your conversion rate.

Amazon makes it very easy for customers to buy. Use Amazon Sponsored Ads to drive sales.

The Loyalty Galaxy

Loyalty

Gmail AdsCustomer Match

RLSA

RemarketingGoogle Search

Bing Search

Facebook Ads

Use Customer Match with Gmail Ads to offer loyalty discounts for existing customers.

Gmail ads can also be used to encourage existing customers to buy a different product.

If you have a rewards scheme, Facebook Customer Match promotion can work well.

Use time-based Remarketing to target buyers around the anniversary of their purchase.

Valentines Day

RLSA competitor bidding means you can capture audiences before they go elsewhere.

The Advocacy Galaxy

Advocacy

Customer Match

Gmail Ads – Forward to Friend

Recommend a Friend

Facebook Ads

Customer Match for Gmail and YouTube can work well to promote a RAF scheme.

Encourage existing customers to ‘Forward to a Friend’ using Gmail Ads.

Personalised ads for customers and friends can drive a lot of engagement and sales.

ATTRIBUTIONDON’T FORGET

Use the Assisted Conversions report to understand the ‘actual’ value of non-converters.

The Top Paths report will show you which campaigns drive the touchpoints before a sale.

THOUGHTSFINAL

Things to takeaway• Have a paid media strategy for the entire

purchase funnel – don’t let your competitors steal your space

• Segment your website audience in Facebook to understand cross product demographic

• Use attribution to make informed decisions on what works and what doesn’t

“Audience is your Unique

Marketing Point (UMP)”@SamJaneNoble

Thanksfor listening.

@Koozai

Facebook.com/koozaiE-mail: sam.noble@koozai.com

www.koozai.com

Tel: 0330 353 0300

GRACIASTHANK YOU

#theinbounder

@SamJaneNoble 

SAMANTHA NOBLE