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Internet Marketing 2011 Trends: PPC on Social Media and Mobile

Paid search came from beginnings on Google and Yahoo, but is now expanding to become part of the social media and mobile marketing explosion. No longer limited to search engines, paid search ads can be found on Facebook and LinkedIn, with talks of Twitter in the future. PPC goes one step further by becoming part of mobile marketing, one of the biggest 2011 Internet marketing trends.

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Internet Marketing 2011 Trends: PPC on Social Media and Mobile

  1. 1. Internet Marketing 2011 Trends: Paid Search on Social Media and Mobile February 2011 Bill Balderaz Webbed Marketing #WMwebinar
  2. 2. February 2011 <ul><li>Agenda </li></ul><ul><li>The history of paid search advertising </li></ul><ul><li>Paid search and social media </li></ul><ul><li>Paid search and mobile marketing </li></ul><ul><li>How to create the perfect paid search strategy </li></ul>#WMwebinar
  3. 3. February 2011 <ul><li>Paid Search: A History </li></ul><ul><li>Search engines on the scene by 2000 to index the millions of pages found of the web </li></ul><ul><li>First paid SERP based on print ad model used by directories (i.e. Yellow Pages) with flat fee for online directory listing </li></ul>#WMwebinar
  4. 4. <ul><li>Paid Search: A History </li></ul><ul><li>Eventually changed to auction based system where advertisers paying the most got the best ad position </li></ul><ul><li>In mid 2000s, Google changed the game by introducing “Quality Score” </li></ul><ul><ul><li>Rated ads on various factors (such as revenue generation) </li></ul></ul><ul><ul><li>Ranked which ads would be on a page and in what order </li></ul></ul><ul><ul><li>Yahoo and Microsoft followed up with the same </li></ul></ul>February 2011 #WMwebinar
  5. 5. February 2011 <ul><li>Paid Search: A History </li></ul><ul><li>Originally Google sold ads based on CPM (Cost-Per-Mil, or Cost per 1,000 ad displays aka impressions) </li></ul><ul><ul><li>After 6 months switched over to the current CPC model </li></ul></ul><ul><li>At same time, FTC required paid search results be easily distinguishable from organic results </li></ul><ul><li>Google led PPC domination with AdWords and AdSense programs, making paid search easier to understand and manipulate </li></ul>#WMwebinar
  6. 6. February 2011 <ul><li>May seem like the two don ’t go together </li></ul><ul><ul><li>PPC more targeted/direct results </li></ul></ul><ul><ul><li>Difficult to measure ROI on Social Media </li></ul></ul><ul><ul><li>Social Media for brand, PPC for sales </li></ul></ul><ul><li>But now have ways to measure Social Media returns </li></ul><ul><li>Seeing two as connected: how a brand is seen via Social Media influences consumers ’ PPC conversions </li></ul>#WMwebinar Paid Search and Social Media
  7. 7. February 2011 <ul><li>PPC now showing up on Social Media platforms </li></ul><ul><ul><li>LinkedIn, Facebook, YouTube, Twitter </li></ul></ul><ul><li>Using PPC on these platforms means branding and conversion/sales opportunities sit side-by-side </li></ul><ul><li>2009 study reported  50% lift in click-through rates for consumers exposed to both social media and paid search 1 </li></ul><ul><li>Makes for high conversion rates due to audience being highly targeted </li></ul><ul><li>1 </li></ul>#WMwebinar Paid Search and Social Media
  8. 8. February 2011 <ul><li>Creates highly targeted ads </li></ul><ul><ul><li>Target by age, gender, interests, education, work, etc. </li></ul></ul><ul><li>Users visit Facebook 40 times per month for about 23 min at a time 2 , meaning higher exposure </li></ul><ul><li>Users can vote on whether or not ads are relevant to them, decreasing bounces </li></ul><ul><li>Can even create “Social” ads that show up Newsfeeds </li></ul><ul><li>2 </li></ul>#WMwebinar Paid Search and Social Media-Facebook
  9. 9. February 2011 <ul><li>Connects to website, company FB page, events, groups, applications </li></ul><ul><ul><li>Also able to show ad for company FB page with “Like” button attached </li></ul></ul><ul><li>Able to monitor campaigns, just like AdWords </li></ul><ul><ul><li>Offer CPC and CPM models </li></ul></ul><ul><ul><li>Offers tracking </li></ul></ul><ul><li>Estimator tool more accurate due to knowing exactly how many users are in specific group/interest </li></ul><ul><li>FB ad spending increased 34% in the last year 3 </li></ul><ul><li>3 </li></ul>#WMwebinar Paid Search and Social Media-Facebook
  10. 10. February 2011 <ul><li>Puts ads in front of influential people/decision makers meaning higher chance for conversion immediately </li></ul><ul><li>Allows for targeting by industry, job level, job title, company, etc. </li></ul><ul><li>Also offers CPC or CPM options </li></ul>#WMwebinar Paid Search and Social Media-LinkedIn
  11. 11. February 2011 <ul><li>Some industries are excluded, as noted in the guidelines </li></ul><ul><ul><li>Prescription pharmaceuticals </li></ul></ul><ul><ul><li>Dating sites </li></ul></ul><ul><ul><li>Online gambling </li></ul></ul><ul><ul><li>Bulk marketing products </li></ul></ul><ul><li>Great for B2B and lead generation </li></ul>#WMwebinar Paid Search and Social Media-LinkedIn
  12. 12. February 2011 <ul><li>All internet users spend 2.9 billion hours on YouTube/month 2 </li></ul><ul><li>Allows targeting by queries </li></ul><ul><ul><li>Not the same as search engines </li></ul></ul><ul><ul><li>People are searching for content, not products </li></ul></ul><ul><ul><li>Realize queries will be things like “Office wedding dance scene” or “Social Network trailer” </li></ul></ul><ul><li>2 </li></ul>#WMwebinar Paid Search and Social Media-YouTube
  13. 13. February 2011 <ul><li>Can link to AdWords </li></ul><ul><li>Use text, image or video ads </li></ul><ul><li>Also have KW tool specific to YouTube in AdWords </li></ul><ul><ul><li>Even gives suggestions of specific video pages to target </li></ul></ul><ul><li>Wide audience and great AdWords integration </li></ul>#WMwebinar Paid Search and Social Media-YouTube
  14. 14. February 2011 <ul><li>For now only offer promoted options that appear depending on KW searches </li></ul><ul><ul><li>Promoted Tweets </li></ul></ul><ul><ul><li>Promoted trends (hastags)-has minimum payment requirement </li></ul></ul><ul><ul><li>Promoted accounts (profiles)-falls under “suggestions to follow” </li></ul></ul>#WMwebinar Paid Search and Social Media-Twitter
  15. 15. February 2011 <ul><li>Offered by Cost-Per-Engagement (CPE) </li></ul><ul><ul><li>Pay when a user Retweets, replies to, clicks on or favorites Promoted Tweet </li></ul></ul><ul><li>Provides analytics-measure by ER (Engagement Rate) as opposed to click through rate </li></ul><ul><li>Essentially allows users to share ads-combining PPC and Social Media </li></ul>#WMwebinar Paid Search and Social Media-Twitter
  16. 16. February 2011 <ul><li>Right now need to contact Twitter and be approved before allowed in ad platform </li></ul><ul><li>Twitter says they will offer a different self-serve ad platform later in 2011 </li></ul><ul><li>All Twitter info gathered from </li></ul>#WMwebinar Paid Search and Social Media-Twitter
  17. 17. February 2011 <ul><li>Paid Search and Mobile Marketing </li></ul><ul><li>Newest trend is displaying ads via text messaging </li></ul><ul><li>Messages can be location based through having consumers text based on an ad in a physical location </li></ul><ul><li>Ads are interactive-advertisers can respond directly to individuals </li></ul>#WMwebinar
  18. 18. February 2011 <ul><li>Paid Search and Mobile Marketing </li></ul><ul><li>Usually pay based on outgoing messages </li></ul><ul><li>Similar to using e-mail marketing, but has more benefits </li></ul><ul><ul><li>More immediate/interactive </li></ul></ul><ul><ul><li>No spam filters </li></ul></ul><ul><ul><li>Read right away/high open rate (almost 100%) </li></ul></ul><ul><ul><li>More personal </li></ul></ul>#WMwebinar
  19. 19. February 2011 <ul><li>Paid Search and Mobile Marketing </li></ul><ul><li>Text campaigns can be used for: </li></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Special events/discounts </li></ul></ul><ul><ul><li>Appointment reminders </li></ul></ul><ul><ul><li>Text-to-win </li></ul></ul><ul><ul><li>Surveys </li></ul></ul><ul><li>Similar to creating multiple campaigns in AdWords </li></ul><ul><li>Varies by provider </li></ul>#WMwebinar
  20. 20. February 2011 <ul><li>Paid Search and Mobile Marketing </li></ul><ul><li>Ads need to be relevant, timely, targeted to ensure customers will not unsubscribe </li></ul><ul><li>According to Wikipedia, mobile phones outnumber TV 3 to 1, meaning mobile audience is higher than TV audience </li></ul><ul><li>Besides text ads on mobile, you can also optimize search PPC for smartphones by turning on the “phone extension” feature in AdWords </li></ul>#WMwebinar
  21. 21. February 2011 <ul><li>Creating a Paid Search Strategy </li></ul><ul><li>ALWAYS couple with SEO and Social Media strategy </li></ul><ul><ul><li>Any PPC campaign/platform can ’t perform well without good brand presence and quality ranking to back it up </li></ul></ul><ul><ul><li>Consumers/clients aren ’t just looking at ads, they see the big picture of brand </li></ul></ul><ul><li>Who are you targeting? Consumers? Businesses? </li></ul><ul><ul><li>Facebook/Twitter great for individuals </li></ul></ul><ul><ul><li>LinkedIn perfect target for B2B </li></ul></ul><ul><ul><li>Mobile better for retail/B2C </li></ul></ul>#WMwebinar
  22. 22. February 2011 <ul><li>Creating a Paid Search Strategy </li></ul><ul><li>Go with niche KWs and KW phrases </li></ul><ul><ul><li>Lower competition, more targeted </li></ul></ul><ul><li>Start with multiple campaigns, then focus on ones with highest ROI </li></ul><ul><li>Try multiple ad copies and create different copies for different platforms </li></ul><ul><ul><li>Copy for LinkedIn vs. Facebook </li></ul></ul><ul><li>Don ’t over extend </li></ul><ul><ul><li>Now multiple PPC platforms, but doesn ’t mean you need to/should be on all </li></ul></ul>#WMwebinar
  23. 23. February 2011 <ul><li>Webbed Marketing Paid Search Services </li></ul><ul><li>Search Engine Marketing (Google, Bing and Yahoo!) </li></ul><ul><li>LinkedIn and Facebook Ads </li></ul><ul><li>Mobile and Text Marketing </li></ul>#WMwebinar
  24. 24. February 2011 <ul><li>For more information on creating or improving your paid search or other marketing strategies in all environments, contact Webbed Marketing. </li></ul><ul><ul><li>Bill Balderaz </li></ul></ul><ul><ul><li>@bbalderaz </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul>#WMwebinar