KAIZEN
Advertising =
Earn Links?
Native Advertising:
The Secret Weapon of
Content Marketing
KAIZEN
KAIZEN
MEET KAIZEN
WHO ARE WE?
• We deliver Search & Content Marketing for SMEs
• Led SEO Accounts for SMEs & Global B...
WHAT IS NATIVE ADVERTISING?
“Native Advertising let’s you
promote your branded content to
people who will instantly lov...
KAIZEN
http://triplelift.com/landscape/
http://www.emarketer.com/Article/Whatrsqu
os-Next-Native-Ads/1010696
KAIZEN
WHAT YOU NEED TO FOCUS ON
KAIZEN
CONTENT ADVERTISING
SOCIAL ADVERTISING
TRAVEL SITE
KAIZEN
CONTENT ADVERTISING
SOCIAL ADVERTISING
INTEREST TARGETED
WHY IS NATIVE ADVERTISING AWESOME?
KAIZEN
• Advertising that’s in the context of a users
experience
• Drive traffic/im...
THE MATT CUTTS SEAL OF APPROVAL
KAIZEN
ADVERTISIN
G
(NoFollow, Dynamic
URLs)
SHARES
ORGANIC
LINKS
EXAMPLES (GOOD, BAD & UGLY)
KAIZEN
KAIZEN
ADVERTORIALS
MEDIA BUY - £10k+
KAIZEN
SPOTIFY SPONSORED PLAYLISTS
MEDIA BUY - £5K+
GONE WRONG: THE ATLANTIC ‘LOVES’ SCIENTOLOGY
KAIZEN
KAIZEN
MY EXPERIMENTS
• Could Native Advertising = correlation of shares & links?
• 5 x Campaigns on SME Clients
• 5 x...
KAIZEN
CONTENT ADVERTISING
KAIZEN
TEST #1 - OUTBRAIN
• PORTFOLIO:
– Food
– Sport
– Travel
• AVERAGE CPC: £0.15
• MINIMUM SPEND: £6
• SELF-MAN...
TEST #1 – THE LAZY HOSTESS
ASSET = 15 x RECIPES
KAIZEN
KAIZEN
KAIZEN
TEST #1 – RESULTS
• CLIENT: Babe Scott
• SPEND: £300
• IMPRESSIONS: 3,292,740
• CLICKS: 2170
• BOOK SALES: 1 ...
KAIZEN
WHAT WENT WRONG?
• Quality content, but awful layout & structure
• Lots of advertising, distracting call to acti...
TEST #2 – TWO LITTLE FLEAS
ASSET = VIDEO LIST
KAIZEN
KAIZEN
TEST #2 - TABOOLA
• PORTFOLIO:
– News (UK Focus)
– Lifestyle & Entertainment
– Travel
• AVERAGE CPC: £0.09
•...
OMG!!
KAIZEN
KAIZEN
TEST #2 - RESULTS
• CLIENT: Two Little Fleas
• SPEND: £70
• IMPRESSIONS: 439,560
• CLICKS: 320
• DOMAIN LINKS...
KAIZEN
TEST #3 – 10 ZIG
ASSET = COUNTDOWN
CLOCK
KAIZEN
TEST #3 - NRELATE
• SPECIALISM:
– Technology
– Digital
– News (US Focus)
• AVERAGE CPC: £0.09
• MINIMUM SPEN...
KAIZEN
TEST #3 – RESULTS
• CLIENT: 10 ZiG
• SPEND: £120
• IMPRESSIONS: 1,967,213
• CLICKS: 1333
• DOMAIN LINKS: 19 (...
KAIZEN
SOCIAL ADVERTISING
FACEBOOK ADVERTISING – OBJECTIVE BASED
SELF-MANAGED DASHBOARD
Platform Cost Model Min Spend Avg. CPE/C/V Avg. CPS
Faceb...
FACEBOOK ADVERTISING – PAGE POST ADS
KAIZEN
PAY-PER-ENGAGEMENT (OR
CLICKS)
PAY FOR EACH
CLICK/LIKE/SHARE OR
COMMENT ...
FACEBOOK ADVERTISING – PAGE POST ADS
KAIZEN
PAY-PER-ENGAGEMENT (OR
CLICKS)
TARGET BY DEMOGRAPHIC,
LOCATION & INTEREST...
FACEBOOK POST ADS: ADVANCED TIPS
• Create Multiple Ads and A/B Test Ad Set
• Structure the Headline as a Call to Action ...
FB POST ADS - IMAGE BEST PRACTICES
KAIZEN
• 1200 x 630 Pixels
http://bit.ly/ogimagekaizen
• Overlay Your Headline
• M...
TEST #4 – FACEBOOK POST ADS
ASSET = VIDEO GALLERY
KAIZEN
KAIZEN
TEST #4 – RESULTS
• CLIENT: Two Little Fleas
• SPEND: £296
• IMPRESSIONS: 20,407
• CLICKS: 260
• DOMAIN LINKS...
KAIZEN
TWITTER ADVERTISING – OBJECTIVE BASED
SELF-MANAGED DASHBOARD
Platform Cost Model Min Spend Avg. CPE/C/V Avg. CPS
https:...
TWITTER ADVERTISING – PROMOTED TWEETS
KAIZEN
PAY FOR EACH
CLICK/RETWEET/SHARE OR
FOLLOW
PAY-PER-ENGAGEMENT http://ads...
TWITTER ADVERTISING – PROMOTED TWEETS
KAIZEN
TARGET KEYWORDS / #
TARGET @ FOLLOWERS
PAY-PER-ENGAGEMENT http://ads.twit...
TWITTER ADS – ADVANCED TIPS
KAIZEN
• Run Follower Campaigns – Avoid
Keywords
• Don’t include Hashtags / @Handles
if t...
TEST #5 – PROMOTED TWEETS
ASSET = B2B INFOGRAPHIC
KAIZEN
KAIZEN
TEST #5 – RESULTS
• CLIENT: Travel Out There
• SPEND: £100
• IMPRESSIONS: 16,527
• CLICKS: 128
• DOMAIN LINKS...
KAIZEN
NAILED IT
But why did it work?
KAIZEN
KAIZEN
CURATED VIDEO PLAYLIST
ASSET = VIDEO LIST
KAIZEN
JAVASCRIPT CLOCK
ASSET = COUNTDOWN
CLOCK
THE SECRET TO SUCCESS IN CONTENT
ADVERTISING
• Content doesn’t need to be great, just packaged well
• If you have a ‘cl...
KAIZEN
THE ART OF THE HEADLINE
John Caples, US School of Music (1926)
KAIZEN
UPWORTHY’S HEADLINE PROCESS
http://www.slideshare.net/Upworthy/how-to-make-
that-one-thing-go-viral-just-kidding
KAIZEN
APPSUMO – A/B HEADLINES PLUGIN
http://www.appsumo.com/headlines/
10 HEADLINE FORMATS YOU NEED TO TRY
“How To” “Why” “Which” “Who Else”
“Wanted” “This” “Because” “If”
KAIZEN
“Advice” 5...
USERS DON’T READ CONTENT (THEY SCAN IT)
“We found 79 percent of our test
users always scanned any new
page they came ac...
KAIZEN
7 DESIGN HACKS TO GET A USERS
ATTENTION
1. Host the Content on a Seperate Micro-Site
2. Unique Look & Feel, No ...
USE OPEN GRAPH TAGS TO INCREASE CTR
KAIZEN
• Open Graph Tags let you pre-populate text &
rich media on Facebook, Twitte...
ANALYSING YOUR CAMPAIGN PERFORMANCE
KAIZEN
PRE & POST CAMPAIGN
• Have Cost Per Share & Cost Per Link Targets
• Measure...
KAIZENSEARCH.CO.UK/PMI-LONDON
KAIZEN
Thank You!
PRESENTATION LINK:
Get in Touch:
@petecampbell
pete@kaizensearch.co....
KAIZEN
KEY TAKEAWAYS
1. Fail fast, this probably won’t work the first time you try it
2. Host content on a separate lan...
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Native Advertising: The Secret Weapon of Content Marketing - Pete Campbell, Kaizen

Learn how to use and leverage paid social & native advertising platforms such as Taboola, Outbrain, Stumbleupon, Reddit, Twitter & Facebook to earn additional traffic, shares and coverage – beyond the paid click. By having a scientific approach to your content promotion, such as A/B testing headlines, strong call to actions for shares & embeds, and designing your content right – it will significantly increase its performance. Advanced tactics on driving engagement through native advertising, alongside best practice and regulation, will be shared.
Published on: Mar 3, 2016
Published in: Presentations & Public Speaking      
Source: www.slideshare.net


Transcripts - Native Advertising: The Secret Weapon of Content Marketing - Pete Campbell, Kaizen

  • 1. KAIZEN Advertising = Earn Links?
  • 2. Native Advertising: The Secret Weapon of Content Marketing KAIZEN
  • 3. KAIZEN 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
  • 4. WHAT IS NATIVE ADVERTISING? “Native Advertising let’s you promote your branded content to people who will instantly love it, as they are targeted based on their interests” KAIZEN
  • 5. KAIZEN http://triplelift.com/landscape/
  • 6. http://www.emarketer.com/Article/Whatrsqu os-Next-Native-Ads/1010696 KAIZEN
  • 7. WHAT YOU NEED TO FOCUS ON KAIZEN CONTENT ADVERTISING SOCIAL ADVERTISING
  • 8. TRAVEL SITE KAIZEN CONTENT ADVERTISING SOCIAL ADVERTISING INTEREST TARGETED
  • 9. WHY IS NATIVE ADVERTISING AWESOME? KAIZEN • 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)
  • 10. THE MATT CUTTS SEAL OF APPROVAL KAIZEN ADVERTISIN G (NoFollow, Dynamic URLs) SHARES ORGANIC LINKS
  • 11. EXAMPLES (GOOD, BAD & UGLY) KAIZEN
  • 12. KAIZEN ADVERTORIALS MEDIA BUY - £10k+
  • 13. KAIZEN SPOTIFY SPONSORED PLAYLISTS MEDIA BUY - £5K+
  • 14. GONE WRONG: THE ATLANTIC ‘LOVES’ SCIENTOLOGY KAIZEN
  • 15. KAIZEN 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)
  • 16. KAIZEN CONTENT ADVERTISING
  • 17. KAIZEN TEST #1 - OUTBRAIN • PORTFOLIO: – Food – Sport – Travel • AVERAGE CPC: £0.15 • MINIMUM SPEND: £6 • SELF-MANAGED DASHBOARD
  • 18. TEST #1 – THE LAZY HOSTESS ASSET = 15 x RECIPES KAIZEN
  • 19. KAIZEN
  • 20. KAIZEN 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)
  • 21. KAIZEN WHAT WENT WRONG? • Quality content, but awful layout & structure • Lots of advertising, distracting call to actions • It didn’t encourage people to link / share
  • 22. TEST #2 – TWO LITTLE FLEAS ASSET = VIDEO LIST KAIZEN
  • 23. KAIZEN TEST #2 - TABOOLA • PORTFOLIO: – News (UK Focus) – Lifestyle & Entertainment – Travel • AVERAGE CPC: £0.09 • MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER) • ACCOUNT MANAGER PROVIDED
  • 24. OMG!! KAIZEN
  • 25. KAIZEN 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)
  • 26. KAIZEN TEST #3 – 10 ZIG ASSET = COUNTDOWN CLOCK
  • 27. KAIZEN TEST #3 - NRELATE • SPECIALISM: – Technology – Digital – News (US Focus) • AVERAGE CPC: £0.09 • MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER) • ACCOUNT MANAGER PROVIDED
  • 28. KAIZEN 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)
  • 29. KAIZEN SOCIAL ADVERTISING
  • 30. FACEBOOK ADVERTISING – OBJECTIVE BASED SELF-MANAGED DASHBOARD Platform Cost Model Min Spend Avg. CPE/C/V Avg. CPS Facebook CPC/CPE £1 £0.13 CPC / 0.19 CPE £6.05 https://facebook.com/ads/ KAIZEN
  • 31. FACEBOOK ADVERTISING – PAGE POST ADS KAIZEN PAY-PER-ENGAGEMENT (OR CLICKS) PAY FOR EACH CLICK/LIKE/SHARE OR COMMENT https://facebook.com/ads/
  • 32. FACEBOOK ADVERTISING – PAGE POST ADS KAIZEN PAY-PER-ENGAGEMENT (OR CLICKS) TARGET BY DEMOGRAPHIC, LOCATION & INTERESTS https://facebook.com/ads/
  • 33. FACEBOOK POST ADS: ADVANCED TIPS • Create Multiple Ads and A/B Test Ad Set • Structure the Headline as a Call to Action (website link, [{"action.type":["like"],"page":["451346298255265"],"post":["742747142448511"]}] - http://fbppc.com/advertising/get-the-interactions-you-want-facebook-conversion-specs/ KAIZEN 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/
  • 34. FB POST ADS - IMAGE BEST PRACTICES KAIZEN • 1200 x 630 Pixels http://bit.ly/ogimagekaizen • Overlay Your Headline • Max 20% Limit on Text https://www.facebook.com/help/468870969814641
  • 35. TEST #4 – FACEBOOK POST ADS ASSET = VIDEO GALLERY KAIZEN
  • 36. KAIZEN 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)
  • 37. KAIZEN
  • 38. TWITTER ADVERTISING – OBJECTIVE BASED SELF-MANAGED DASHBOARD Platform Cost Model Min Spend Avg. CPE/C/V Avg. CPS https://ads.twitter.com/ KAIZEN Twitter CPE £1 £0.31 £4.76
  • 39. TWITTER ADVERTISING – PROMOTED TWEETS KAIZEN PAY FOR EACH CLICK/RETWEET/SHARE OR FOLLOW PAY-PER-ENGAGEMENT http://ads.twitter.com/
  • 40. TWITTER ADVERTISING – PROMOTED TWEETS KAIZEN TARGET KEYWORDS / # TARGET @ FOLLOWERS PAY-PER-ENGAGEMENT http://ads.twitter.com/
  • 41. TWITTER ADS – ADVANCED TIPS KAIZEN • 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
  • 42. TEST #5 – PROMOTED TWEETS ASSET = B2B INFOGRAPHIC KAIZEN
  • 43. KAIZEN 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)
  • 44. KAIZEN NAILED IT
  • 45. But why did it work? KAIZEN
  • 46. KAIZEN CURATED VIDEO PLAYLIST ASSET = VIDEO LIST
  • 47. KAIZEN JAVASCRIPT CLOCK ASSET = COUNTDOWN CLOCK
  • 48. THE SECRET TO SUCCESS IN CONTENT ADVERTISING • Content doesn’t need to be great, just packaged well • If you have a ‘click-bait’ headline, clever formatting & KAIZEN encourage people to link to it – you’ll win.
  • 49. KAIZEN THE ART OF THE HEADLINE John Caples, US School of Music (1926)
  • 50. KAIZEN UPWORTHY’S HEADLINE PROCESS http://www.slideshare.net/Upworthy/how-to-make- that-one-thing-go-viral-just-kidding
  • 51. KAIZEN APPSUMO – A/B HEADLINES PLUGIN http://www.appsumo.com/headlines/
  • 52. 10 HEADLINE FORMATS YOU NEED TO TRY “How To” “Why” “Which” “Who Else” “Wanted” “This” “Because” “If” KAIZEN “Advice” 5/10/25/50/100 (Use Numbers)
  • 53. 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 KAIZEN
  • 54. KAIZEN 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)
  • 55. USE OPEN GRAPH TAGS TO INCREASE CTR KAIZEN • 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/
  • 56. ANALYSING YOUR CAMPAIGN PERFORMANCE KAIZEN 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?’
  • 57. KAIZENSEARCH.CO.UK/PMI-LONDON KAIZEN Thank You! PRESENTATION LINK: Get in Touch: @petecampbell pete@kaizensearch.co.uk http://www.kaizensearch.co.uk/
  • 58. KAIZEN 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

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