10 Tips to run successful Paid Marketing What we do We are - PowerPoint PPT Presentation

10 Tips to run successful Paid Marketing

What we do We are specialists not generalists, accelerating your lead generation across search engines and social media channels. Our client’s growth is our success Only a customer that you win Paid is a success to us A proven record of B2B & B2C companies in our portfolio SEO CRO Small, agile & success oriented

Paid Acquisition Brand visibility ✓ > Use relevant keywords to ensure your brand appears on top position when people are searching services/products similar to yours. High-intent Advertising ✓ Paid Generate highly qualified leads advertising to Search Display Social people who know exactly what they want. ✓ Great for A/B test your communication Gain insights through clean A/B testing results from your Paid Search ads. This will enable you to validate which website design or landing page, < which CTA or which wording works best with your Retargeting target audience.

Paid Acquisition Maximise reach ✓ > Get your name out there with ads on the Google Display Network which holds 2 million websites and 90 percent of all internet users. Target the right Audience ✓ Paid A variety of targeting options available on GDN Search Display Social enables you to show your ads to people with a certain browsing behaviour, searching actively for things relevant to what you are offering or purely matching the right demographic criteria. ✓ Support conversions across all channels < Display campaigns are strongly assisting Retargeting conversions on other channels, meaning Display contributes to the success of any other Marketing activity you decide to do.

Paid Acquisition Amplify your reach ✓ > Advertising on Social Media gives your brand instant visibility. Place your ad directly in the user’s feed, through stories, or in their messenger and drive leads, website traffic, and sales. Fast results Paid ✓ Search Display Social Depending on your budget, objectives and what you define as a result, Paid ads on Facebook, Instagram, Linkedin, Pinterest & Co can get you in front of the right people at the right time and at a greater scale than you can achieve organically. < ✓ Advanced Retargeting Retargeting One of the strongest ‘selling’ points of Paid Social is the ability to re-engage your existing customers or site visitors with enticing call to action.

The Cheetahs NAVEED SOPHIA TOMASZ PHILIP Co-Founder Paid Search / Display Paid Search / Display Paid Search / Display KETLY MARY-JANE MARTINA AMY Marketing Intern Paid Social Co-Founder SEO

#1 “Your Brand name is your most valuable keyword”

5 Reasons to bid on your brand name #1 Improve visibility and dominate your search result page (organic + paid) ○ “The only constant in the world of SEO is change. In fact, Google is reported to change its search algorithm around 500 to 600 times each year .”* ○ Benefit from more advertising space especially on mobile * searchengineland.com

5 Reasons to bid on your brand name #2 Increase CTR and Receive Incremental Traffic #3 Be in control ○ Send Visitors to a Different Landing Page ○ Change your message instantly ○ Decide what additional content (e.g. Sitelinks) you show Paid content Organic content

5 Reasons to bid on your brand name Competitor bidding on brand name #4 Branded terms are a steal #5 Keep competitors at bay PLUS: Brilliant side-effects ● Improve the performance of your non-brand ads ● Generate leads with Click-to-Call ads ● Learn about your target audience ● Clean data to A/B test

#2 “Do not miss your low-hanging fruit - run Retargeting ads from Day 1”

How to Build your audience from Day 1 Do -> Recommended in Google Analytics … utilise the cross channel experience … up-/ and cross-sell Start to run an ad as soon as your audience is large … offer special discounts enough … get the whole user journey right -> Generic ad creative Don’t Start thinking about your Retargeting strategy from Day 2 … be a stalker … target customers with the same item they just have bought Show tailored Retargeting ads to different segments of … just use the same ad over and your target audience over again ● Promote more relevant content to your blog readers ● Retarget event participants ● Cross sell to first time buyers ● Remind abandoned cart shoppers

What are you trying to achieve? Goal: Brand Awareness Goal: Lead generation

Examples Make them take the plunge Simple & Straight forward Dynamic Retargeting ads

#3 “Put Quality first , bidding second”

Auction Bidding 1.

Auction Bidding 2.

Auction Bidding 3.

Max CPC → Actual CPC

The calculations behind it

Ad ranking “Focus on improving your Quality Score , rather than bidding higher and higher. “

Good Quality with the right bidding Answer the question!

#4 “Do not underestimate the impact of a well researched keyword list ”

1. Build your keyword list When thinking of what you should bid on ask yourself these questions. ● Product/service ● Different names and variations ● Other interest of potential customers ● USP ● Differences of my product/service from competitors ● Language of target audience

2. Complete your list - Competitor Analysis 1. Search for your product/service 2. Competitor insights from third party providers

3. Check traffic, competition and opportunities Google Keyword Planner a) Get search volume data i) Historical data 1) Search Volume over the past 12 month 2) Competition insights ii) Forecast Note: This outlook is based on targeting settings and bids recommended by Google b) Find new keywords Best practice: Always use more than just one keyword planner! We also recommend the Keyword Explorer by Moz .

#5 “ Plan - Wait - Learn ”

Plan - Wait - Learn #1 Make detailed plan and stick to it ○ Know What You Want (& Set the Objective) ○ Analyse Your Past ○ Remember Who You’re Talking to (& Speak Their Language) #2 Avoid unnecessary edits ○ Don’t delay delivery system's ability to optimise ○ Avoid high ad volumes ○ ‘’Learning limited’’ #3 Important metrics ○ Testing results ○ Did you meet your goals? ○ Engagement

#6 ‘’ Influencer marketing - The other approach’’

Influencer marketing - The other approach ‘’Roughly 50% of Consumers Depend on Influencer Recommendations’’ #1 Make a good choice ○ Choose influencer similar target audience to yours ○ Research the followers' growth and account evolution ○ Check their engagement rates #2 Branded content ○ Double your exposure ○ Control over paid insights

Influencer marketing - The other approach #3 The other approach ○ Control over paid and organic insights

#7 ‘’Use Lead gen forms ’’

Lead gen forms Lead gen forms on LinkedIn

Lead gen forms #1 Easiest lead capture ○ Smooth integrations with your CRM ○ LinkedIn pre-filled forms #2 Specific ad types ○ Webinars/events sign up ○ Request brochure - direct download #3 Paid social lead gen form vs website lead gen form ○ Websites often mislead the leads ○ Same campaign, same ads, different destination ■ 6 website leads vs 23 lead gen leads

#8 ‘’Paid and organic are friends’ ’

Paid and organic are friends #1 Align your paid content with organic ○ Make sure your messages are aligned ○ Have a consistent look and feel #2 Remarketing ○ Brand recognition ○ More natural feeling

#9 “Be Concise with Forms”

Conversion Rate Optimisation Social Media Ad Landing Search Ad CTA Goal page Display Banner User Journey

Be inFORMed

The terrible form cont...

Remove the Right Fields -Non-essential info -Confusing Fields -Optional Fields

Forms 1. Focus on quality 2. Avoid Optional Fields 3. Consider the Ultimate Goal 4. What is the form’s value to the user? 5. Place the Webform close to the fold 6. Mobile!! 7. Consider the CTA!

#10 “Be Interactive with Ads”

Media Vs

Thank you