PPC beyond Search new ad formats, Display, Social at SES Chicago 2010
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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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PPC beyond Search new ad formats, Display, Social at SES Chicago 2010
- 1. 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 1
- 2. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM TRADITIONAL PPC 2 Keyword Search Information Seeking
- 3. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL PPC 3 More Passive Fun Seeking
- 4. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM USER INTENTION & WHAT PRODUCES THE AD AdWords (KW Search) YouTube (KW Search) StumbleUpon (Interest) Facebook (Demographics) 4 FUNFUN INFOINFO FUNFUN INFOINFO FUNFUN FUNFUN
- 5. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM YOUTUBE PPC OVERVIEW > Integrated with AdWords system > Promoted Videos are the real PPC > Appearing in Video Search Results > Variable rate (CPC) 5
- 6. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM STUMBLEUPON PPC OVERVIEW > User-Interest and Demographics Driven > The Content Is The Ad > Flat Rate ($0.05 per view) 6
- 7. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM FACEBOOK PPC OVERVIEW > Socially-Driven (Increased Engagement) > Targeted by Passively Selected Interests > Internal and external pointing ads > Variable Rate (Based on Demographics) 7
- 8. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM 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 8
- 9. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM ADDED SOCIAL VALUE You are advertising on the sharing platform itself. 9
- 10. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM 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 10
- 11. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM 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. 11
- 12. 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 12
- 13. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM StumbleUpon YouTube Facebook TRACKING & ANALYTICS 13
- 14. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM KEY SOCIAL AND TRADITIONAL PPC OVERLAP > Methodology > Tracking • ROI • Tweaks & Adjustments > Quality Ad Copy 14
- 15. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM 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! 15
- 16. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM MERCI! 16 > EMAIL GBOUCHARD@NVISOLUTIONS.COM > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG Find us on Twitter (@NVI, @GuillaumeSEO) or Facebook
Notas del editor
- Because they are keyword search driven, they are highly targeted, and, as such, are highly competitive. For the rest of this presentation, AdWords will represent the traditional keyword search driven platform, since it’s not only the biggest, but connects to the social side.
- Social users represent, for the most part, different intentions than search engine users.
- For now, this just means that clearly the PPC approach will have to be different, since ads are being shown on social sites for completely different reasons than in Google SERPs. More and more, YouTube is considered and used like a search engine. As such, it’s no surprise that Google acquired YouTube, and has built the YouTube ad placement system on top of the existing AdWords system. For now, StumbleUpon and Facebook users aren’t actively searching for anything in particular. Now, for a little more about ad-related user behaviour on each platform...
- > Can build campaigns through YouTube alone or through the AdWords platform. In either case, you need a YouTube account and a Google account. > Direct advertising on the YouTube homepage is typically for large campaigns and major branding operations. “Promoted Videos” represent the real PPC. > See pic. Not unlike traditional PPC, ads on the right. Although ”promoted” sure sounds a lot less paid for than “Sponsored Links” as in normal PPC in SERPs... Note, “Featured Videos” (not shown here), which you may have seen before, are algorithmically-generated, and do not represent activity in the PPC system. > Auction driven, like AdWords
- > Explain how StumbleUpon basically works. Users install a toolbar and specify their areas of interest. Clicking on the Stumble button takes the user to a page submitted to StumbleUpon based on their interests and demographic information. Users up and down vote, and, based on what they like and how well content does within the SU network, users get shown highly rated and targeted content. Paid advertising fits within this system. > This is not like FB or YT where people click on an ad to get taken to content. The ad purchase means users are taken directly to the content.
- > Notice the thumbs up and the “Guillaume Bouchard likes” this under the North Social ad. This builds trust, and incites engagement, but is only possible with internal-pointing ads. > When users put things they like into their information, they aren’t saying “show me ads that match my interests!” – they’re just filling out their profiles. This is unlike SU where they are saying what they like to see custom content (and the content is the ad).
- > Growing popularity, but not at the AdWords scale > But still a lot more targeted than a general banner on another content network, for the most part. Nothing’s better than search engine traffic, but that’s why it costs more. Social users are more passive, as far as their relationship with the ad is concerned. As shown in the fun VS info graphs, users are, for the most part, just participating on the social site and not seeking information. > Can set ads by region on all three platforms, plus extra profile information useful for targeting that you don’t get with AdWords. > Means that you have to get an art team more involved. Also means that the benefits are more branding-oriented. > This can offer a great free advantage to boost results without paying for them (remember, SU even shows you how much organic participation and traffic you get, that you don’t pay for). This is good, but you have to earn it with better content. Users are on these sites to be entertained and engaged with each other, so the content has to be that much more entertaining and engaging.
- Meaning you get more than what you paid for. If users like what you’ve done, they’re already where they need to be to share it with others and get more views for your money.
- > Information rich content that is worth engaging with. Tools, blogs, videos, etc. Also add that the page should load quickly and well. > Combine with a “natural” promotional campaign using a built contact list if the plan is to do this on a regular basis > Can track votes, and also get a score. Publishers should pay attention to these numbers! > Basically, it’s not a quick fix for shady sites. Remember that this is meant to seem like natural Stumble content, so the less it seems like an ad, the better.
- > Might need to use multiple profiles to see all the variations, since they’re by demographic. For the second point, people use FB often enough that people are likely to see the same ads again and again. Increase odds of attracting a click using a variety of text and picture combinations. > Straightforward, the better and more enticing the click, the more clicks you get. Nothing pale. Bright and/or dark colours. > Keep bids low until after 5pm, then raise
- Each social PPC platform offers detailed tracking data. Interactive map-driven performance stats in YouTube, engagement and interaction data in Facebook, paid and free view tracking in StumbleUpon, along with detailed demographic data in all three. If you’re linking externally, don’t forget to tag your URLs to pinpoint the origin as PPC to measure correctly! (applies most to FB)
- > In regular and social PPC, it’s still a matter of picking your targets and setting your campaign, your daily, and your per click budgets > You have to make sure it’s worth the money. This means monitoring each platform’s analytics, and tracking conversions against costs. Also it means trying to improve CTR on YouTube and Facebook, and ratings and feedback on StumbleUpon > Again, to increase CTR and reduce costs, experiment with and put time into different high quality ad copy
- > Make sure you’re ready for the conversations that follow. Be prepared to follow up with engagement with users that see the ads and discuss them, and be ready for damage control. Also, try to measure the effects of your campaigns with brand monitoring tools. > First point, you’ll get more out of your branding effort if you hit multiple platforms at once. It makes measuring the effects of any one platform strategy trickier, but the overall effect will be greater. For the second point, you can combine platforms to, for example, promote a YouTube video (for which you’re buying YouTube PPC ads) on StumbleUpon. Or, use FB, YouTube (indirectly), and SU to drive traffic to a single external page, site, or microsite. > It’s an opportunity to engage with potential customers or clients using content that’s more fun, on places where they are seeking entertainment.
- > EMAIL [email_address] > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG Find us on twitter @NVI or on facebook