SearchLove London 2017 | Samantha Jane Noble | Beyond the Reach of Keyword Targeting: The Evolution of Paid Media
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Sam Noble discusses the evolution of paid media from keyword targeting to audience targeting. She introduces "Biddables", hypothetical personas representing different audience segments. Noble explains how targeting by demographics, interests and behaviors allows for personalized ad experiences. While organic search rankings decline, paid placements expand through new formats, extensions and automated features. Audience targeting is now central to effective paid, SEO, content and social campaigns.
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SearchLove London 2017 | Samantha Jane Noble | Beyond the Reach of Keyword Targeting: The Evolution of Paid Media
- 1. SamJaneNoble Beyond the Reach of Keyword Targeting: The Evolution of Paid Media S A M A N T H A N O B L E # S E A R C H L O V E
- 3. Audiences are now the key focus for any paid media, SEO, Content or Social campaign.” S A M A N T H A N O B L E
- 4. We used to spend hours finding the right keywords for our campaigns
- 5. But now the time is split between keyword research and audience setup
- 6. This is a huge but important shift in process
- 7. Previously everyone saw the same ad and landing page
- 8. Now we can personalise the experience to users
- 9. I would like to introduce you to ‘The Biddables’.
- 10. Grandma Biddable 80 years old, religiously goes to Bingo on a Thursday with her friend Rosa, enjoys watching the soaps and going on coach holidays. Bingo Soaps Holidays
- 11. Mr & Mrs Biddable The glue that holds the family together. They enjoy making the house a home, cooking for the family and occasionally going out on date nights in Bristol. Dates Family Home
- 12. Amelia Biddable 32 year old divorcee and struggling to move forwards. Spends her time watching movies whilst crying into a bottle of Malbec. Huge animal lover. Animal s Movies Divorced
- 13. Laura Biddable Serious Tinder addict (almost reached 100 internet dates), recently turned Vegan and is highly opinionated about anyone who is not. Can’t start the day without a coffee. Vegan Tinder Addict Coffee
- 14. Tom Biddable 21 year old concert fanatic who loves all kinds of music but is a huge fan of Kanye West. Constantly argues with his sister and is glued to his mobile phone. Kanye West Music Concerts
- 15. Why your data is important Use Cases
- 16. Ad copy can be matched to the searchers demographic (age or gender)
- 17. You can offer limited time deals for repeat searchers or website visitors 1 2
- 18. Use Lookalike targeting to find more customers who have similar traits to your existing ones
- 19. Location targeting can be used to show ads to people who are located near your business
- 20. Use relationship status targeting to show ads to people you want to reach (not upset)
- 21. All this is possible with the targeting options we have available to us
- 22. Google AdWords
- 23. Who recalls the free platforms Google once offered which are now paid for?
- 24. Froogle / Google Base
- 25. Froogle / Google Base
- 26. Google Maps
- 27. Google Maps
- 28. Google Images
- 29. Google Images
- 31. Since their launch, Google have grown year on year $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000 $90,000 $100,000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 RevenueinBillions($) Year
- 33. Watch out for the free services… they may become the paid ads of the future
- 34. 2000 - 2017 Ad labelling
- 35. 2000
- 36. 2003
- 37. 2007
- 38. 2010
- 39. 2011
- 40. 2013
- 41. 2014
- 42. 2015
- 43. 2016
- 44. 2017
- 45. 20002017
- 47. Position one in the organic SERPs is often below the fold
- 49. In February 2016 we said goodbye to the righthand side ads
- 50. The only ads that appear on the right now are shopping
- 51. Then saw the introduction of expanded text ads in June 2016
- 52. Paid ads suddenly blended in even more with the organic listings
- 53. What impact has this had?
- 54. Organic CTR loses 25% of click share on desktop, 55% on mobile Source: https://moz.com/blog/google-organic-clicks-
- 57. Sitelink Extension Manual or Automated
- 58. Callout Extension Manual or Automated
- 59. Structured Snippet Extension Manual or Automated
- 60. Call Extension Manual or Automated
- 62. Location Extension Manual or Automated
- 65. App Extension Manual or Automated
- 71. A lot of these extensions can be used in the same ad!
- 72. One line of actual ad text, four lines of extensions... Source: http://searchengineland.com/google-testing-promotion-extension-
- 74. Over 16% of queries are new to Google everyday
- 76. Countdown Ads
- 77. Ad Customizers
- 78. Call Only Ads
- 79. RLSA & Demographics Audience Ads
- 80. Demographics for Search Ads (DFSA)
- 81. Remarketing for Search Ads (RLSA) Visit 1 Visit 2 £5 Bid £6 Bid
- 82. Similar Audiences User visits website & gets added to RLSA list Visitor searches on Google before or after being added to a list Google looks for other users with similar search behaviour and adds them to a Similar Audience list Similar Audiences for Search can be used for Keyword, Shopping or DSA campaigns Your Website Google Google AdWords
- 83. Local Search Ads Google Maps
- 84. Local Search Ads
- 85. Promoted Pins
- 86. Hotel Ads
- 88. Vehicle Ads
- 90. Pop Up Map Ads
- 92. Hotel Deals to Hotel Knowledge Panel
- 94. Two Card Style Home Service Ads
- 95. 4 Ads at the Bottom
- 98. Standard PLA Ads
- 99. Right Hand Side PLAs
- 100. Shopping Page
- 101. AdSense for Shopping (Search Partners) As seen on Walmart
- 102. Special Offers in Shopping Ads
- 104. Local Inventory Ads
- 105. Local Inventory Ads with Store Pickup Promotion
- 107. http://bit.ly/EU-Google-Shopping Google Shopping in EU Search
- 108. Example of how the Shopping results will look
- 109. Inventory search from local Knowledge Panel
- 110. Google Images
- 112. Skippable Ads
- 113. Non-Skippable Ads
- 114. Mid-Roll Ads
- 115. Overlay In-Video
- 116. Display Ads
- 117. In-Display (results)
- 118. In-Display (below)
- 119. TruView for Shopping
- 120. Shopping Ads on YouTube
- 122. Carousel Shopping Ads on YouTube Videos
- 123. Carousel Shopping Ads on YouTube Channels
- 125. Remarketing Prospect visits your website They get added to a remarketing list that you have defined Prospect leaves your website Your targeted ads appear on other websites Your Website Prospect comes back to the website and (hopefully) converts Google Your Website Other Websites Your Website
- 129. App Install
- 130. Facebook & Instagram
- 131. When Facebook launched in 2004, the platform already contained ads
- 132. This was one of the first seen ‘Flyer Ads’
- 133. By 2009, ads were appear all down the right hand side
- 134. In April 2012, they purchased Instagram
- 135. And in February 2014, they purchased WhatsApp
- 136. Facebook is no longer just facebook.com
- 137. In fact, 79% of online adults use Facebook.
- 138. The revenue growth for Facebook is impressive Source: https://www.statista.com/statistics/277229/facebooks-annual-revenue-and-net-income/ $0 $5 $10 $15 $20 $25 $30 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 RevenueinBillions$ Year
- 141. Single Image
- 142. Single Video
- 143. 360 Video
- 144. Page Likes
- 145. Carousel
- 146. Collection
- 147. Lead Generation
- 148. Canvas
- 150. Messenger (in app)
- 151. Dynamic Product Set
- 152. Event Response
- 153. App Install
- 154. App Engagement
- 155. Local Awareness (single image)
- 157. Promoted Stories
- 158. Shoppable
- 160. Facebooks version of the Google Display Network using the same powerful targeting
- 161. Banner Ads
- 162. Native Ads
- 163. Interstitial Ads
- 164. In-Stream Video
- 165. In-Article Video
- 166. Time to wrap up
- 167. Paid Media isn’t going away
- 170. Take full advantage of the audience targeting options
- 171. Get paid media teams working with other teams to share audience insights
- 172. This isn’t the future. This is now. We need to embrace it.
- 173. SamJaneNoble View the slides here: # S E A R C H L O V E http://bit.ly/sam-noble-searchlove
- 174. SamJaneNoble Thank you for listening. # S E A R C H L O V E C ON TA C T D ETA ILS 0 7 8 6 9 11 4 3 0 0 i n f o @ b i d d a b l e m o m e n t s . c o m http://bit.ly/sam-noble-searchlove
Hinweis der Redaktion
- The Lead Gen pilot offers an alternative channel for advertisers to receive user texts from their message extensions. Currently, advertisers receive SMS messages to their mobile phone or chat software. With the new Lead Gen pilot, advertisers will receive the leads via a Google Spreadsheet which they can easily upload to their CRM. The user receives an automated response (“acknowledgement”) upon sending the message, and the advertiser can follow up at their convenience.
- https://support.google.com/adwords/answer/7346102
- http://www.thesempost.com/google-adwords-testing-two-card-style-home-service-ads/
- http://www.valeriocelletti.com/adwords-news/adwords-extended-extended-ads-rolled-soon/
- By opting in to Search Partners, Shopping Campaigns are eligible to show in cards alongside contextually relevant videos on desktop and tablets and on smartphones. http://searchengineland.com/google-brings-plas-third-party-sites-like-walmart-com-202891
- Retailers using Local Inventory Ads (LIAs) can now include a “store pickup” link for shoppers who want to buy online and pick up their orders in store. The option appears on the local product landing page hosted by Google after a user clicks on an LIA. http://searchengineland.com/google-shopping-image-search-local-inventory-buy-button-249647
- As the example above shows, ads will appear with the name of the service that is serving up the ad — either Google or a CSE. The ads themselves each link to the product page on the retailer’s site, just as they do now. Clicking on “By Kelkoo” or “By Google,” for example, takes the user to the product results on the given engine. There is no longer a “Shop for … on Google” link a the top of the shopping results. It only affects results in EU countries where Google Shopping is available: Austria, Belgium, Czech Republic, Denmark, Germany, France, Italy, Ireland, the Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland and the United Kingdom. A handful of CSEs have been testing the new offering and are queued up to start showing ads now. Other CSEs can get started with the service today. CSEs upload their product feeds to Google Merchant Center just as retailers do now. CSE feeds are held to the same data requirements as retailer feeds.
- Also new for advertisers running local inventory ads, users will be able to click a “Search items at this store” link in the retailer’s local Knowledge Panel to see whether particular items are in stock at their local stores. http://searchengineland.com/google-shopping-image-search-local-inventory-buy-button-249647
- Currently the most common ad format; viewers can skip the ad after viewing it for 5 seconds. Can be inserted before, during or after the video. Currently the only ad format that allows you to potentially monetise views from any viewing device. ...a viewer watches 30 seconds or to the end of the video ad (whichever comes first).
- Viewers see an ad before your video plays. Viewers must watch the entire 15+ second ad, which may deter viewers who don’t know the value of your videos. Can be inserted before, during or after the video. Currently appears only on desktop and laptop computers, and mobile devices. Views from TVs or game consoles will not count as a monetisable view. ...a viewer watches the ad.
- Currently available for videos over 10 minutes: ads are spaced within the video, like TV commercials. Viewers must watch ads before continuing through the video. You can insert ad breaks at natural pauses between scenes for the best viewing experience. Currently appears only on desktop and laptop computers, and mobile devices. Views from TVs or game consoles will not count as a monetisable view. You can add them manually or automatically. See the section below. Depends on the type of ad: ...if the mid-roll is a skippable ad, then the user must watch 30 seconds of the ad or the entire ad, whichever is shorter. ...if it’s a CPM-based ad, then a user must watch the entire ad regardless of length.
- Appears across the bottom 20% of the video window so try to avoid placing important visuals in this part of the frame. Currently appears only on desktop and laptop computers. Views from mobile devices, TVs or game consoles will not count as a monetisable view. Viewer can dismiss the ad at any time. ...a viewer clicks on the overlay to expand and view the full ad.
- The ad shows up next to your video but it is a lower paying ad format than a Skippable ad. Appears only on desktop and laptop computers. Views from mobile devices will not count as a monetisable view. ...a viewer sees the ad or if the ad is clicked on. This depends on the advertiser’s selection.
- First introduced in May, TrueView for Shopping ads allow merchants to show Shopping ads for their own products in their own videos. Related products are shown dynamically, pulled from advertisers’ Google Merchant Center product feeds.
- http://searchengineland.com/google-shopping-ads-carousel-youtube-262662 Google began integrating Shopping Campaign ads into YouTube in May 2015 — first for brands and retailers to show their own ads alongside their videos with TrueView for Shopping, and then opening up to all advertisers as part of the Search Partners network with Shopping Ads on YouTube nearly a year ago. Now, it appears Google is testing a traditional carousel format for Shopping Ads on YouTube. Rather than showing a couple of ads along the right-hand side of a video on desktop, a scrollable carousel shows four ads below a video at any one time. The format was spotted by the team at s360 in Denmark on Monday. Below is a screen shot showing relevant shopping ads below a Bruce Springsteen video and another showing ads for cleats below a soccer cleat product review video.
- https://marketingland.com/googles-responsive-lightbox-ads-now-available-adwords-110645 The rich media ad units automatically resize to fit all screens and can incorporate assets from YouTube, Google Maps.
- If you’re trying to drive people off of Facebook and to your website to click and hopefully convert, these Facebook ad types are for you. These ads will prompt your audience to like your Facebook page, and click through to the website. You can add a customizable CTA on the bottom right.
- Video view ads allow you to tell a story about your business through your Facebook ad! You do have some creative freedom with these, and it could also be a slideshow as opposed to a motion picture.
- Still images or existing videos
- Carousel style ads show 3-5 images and/or videos, headlines and links or CTAs in one space—the audience is able to scroll through the ads horizontally on a desktop or vertically on mobile. This type can be used to showcase specific products or apps, to tell a story through carousel imagery or show one long, high-quality image. Examples can be found on the Facebook site. http://www.clixmarketing.com/blog/2017/09/18/using-storytelling-in-facebook-carousel-ads-for-better-performance/amp/
- Facebook Lead Ads are intended for Facebook lead generation campaigns—people who show interest fill out a form in the ad with contact information and to allow a business to follow up with them. Using this ad type, you can easily collect leads for your business by advertising on Facebook.
- Facebook calls Canvas "an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products." After the user navigates to the Canvas, you have many options to tell your story—with multiple CTAs, text blocks, images, and videos. To learn more, check out what Facebook as to say!
- Last updated: Aug 26, 2016 Mary Lister 5 Facebook Ads About 3 years ago, I started clicking on ads. All over Facebook and Google, I'd click on these tempting advertisements (usually clothes-related) and slowly developed an online shopping problem. They say the first step to recovery is acknowledgement, but I stayed in the first step for quite some time... Anyway, those ads worked! They got me to click and convert (and I work in digital marketing, I know the tricks on the inside). The second step after acknowledgement—that Facebook ads are worth it, not my shopaholic journey—is figuring out which ad type is right for your business. And the options are overwhelming. If you’re just starting out with Facebook Ads, it can even be challenging to understand the verbiage—what’s a carousel vs. a canvas ad? How can my ads be dynamic? Stay calm. I got you. In this post, we outline detailed Facebook ad specs along with example ads for EVERY Facebook ad type. Let's dig in! Facebook Ad Types: Traffic and Conversions These ads are designed to send people to your website or Facebook page through ads as well as increase conversions, which can be tracked through pixels. Clicks to Website and Website Conversions If you’re trying to drive people off of Facebook and to your website to click and hopefully convert, these Facebook ad types are for you. These ads will prompt your audience to like your Facebook page, and click through to the website. You can add a customizable CTA on the bottom right. Facebook-ad-type-CTW-link-photo.JPG Carousel Carousel style ads show 3-5 images and/or videos, headlines and links or CTAs in one space—the audience is able to scroll through the ads horizontally on a desktop or vertically on mobile. This type can be used to showcase specific products or apps, to tell a story through carousel imagery or show one long, high-quality image. Examples can be found on the Facebook site. Mobile News Feed Ads The mobile news feed ad type is the first step into a Canvas ad (see below)—an immersive experience for the user on mobile. Your audience will have the option to click into the ad, which will then lead them to the Canvas ad. Canvas Ads Facebook calls Canvas "an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products." After the user navigates to the Canvas, you have many options to tell your story—with multiple CTAs, text blocks, images, and videos. To learn more, check out what Facebook as to say! Product Set This Facebook ad type shows products from a catalog to people most likely to be interested through a targeted audience. It was created by Facebook to personalize each customer’s experience your products catalog, which can be uploaded to Facebook. The catalog contains a description of each product, ID, name, category, availability, product URL, image URL and other product attributes. You also need to place a Facebook pixel on your website to track which products your audience views, adds to their carts, or purchase to show relevant ads from this data. Advertisers must have uploaded a product catalog The unified pixel needs to be set up correctly since Canvas dynamically displays the best performing products. Currently, advertisers cannot choose the ordering of how items appear. Up to 40 products can be displayed Check out a more in-depth how-to here
- These ads are specifically designed to have more people exposed and responding to your event invitation.
- The objective of these ad types is to have your audience engage with or install your business’ application—on mobile or desktop. If your app is for a mobile device, you can specify to only show this type of ad on mobile, which will direct them to the app store or encourage them to use your app again. Your star rating from the App Store or Google Play store will automatically show on your ad.
- Though only available in certain countries, this feature will help you create ads that can reach people located near your business, with optional Call to Action.