Ponencia de Samantha Noble en The Inbounder

1. @SamJaneNoble
Dominating the Paid Media
Universe
SAMANTHA NOBLE
#theinbounder
Ponencia en inglés - Ponte los

2. @SamJaneNoble
The Inbounder – May 2016
DOMINATING THE PAID MEDIA
UNIVERSE

3. @Koozai @DigitalFemales @StateofDigital
Tweet Me - @SamJaneNoble
Email Me – sam.noble@Koozai.com

4. 2000

7. 2016

8. 4 x Paid Ads
2 x Organic Listings
4 x Image Search
7 x Organic Listings
3 x Paid Ads
1 x Knowledge Graph

9. 20002016

11. €€€€

12. Google’s revenue from advertising continues to
increase exponentially.
Source: Statista

13. 89%of Google’s
revenue
Came from advertising platforms such as AdWords in 2015!
Source: Investor Google

14. They must innovate in order
to maintain growth.

15. PAID MEDIA UNIVERSE
WELCOME TO THE

16. DISPLAY
REMARKETIN
G
GMAIL
YOUTUBE APPS SHOPPING MOBILE
SEARCH

17. DISPLAY
REMARKETIN
G
NATIVE
MOBILE SHOPPING
SEARCH

19. Gone are the days when all
we had were keywords.

20. Advertisers now have more
to get excited by.

21. We can now target our own
audiences via PPC.

22. This is where things get really powerful.

23. Competitors are unable to
copy or replicate your
audience.

24. “Audience is your
Unique Marketing
Point (UMP)”
@SamJaneNoble

25. TOP TIP:
Facebook Pixel Everything

28. Create custom audiences to segment visitors based
on the pages they view.

29. Wait for the data to
accumulate.

30. You then have a huge amount of insight into the
audiences demographic makeup.

31. Use this in your cross-
channel marketing.

32. TARGETTING
FUNNEL

33. This is too complicated.

34. This is too simple.

35. This is just about right.

39. What does this actually
mean for you?

40. UNIVERSE
BACK TO THE

41. The Awareness Galaxy

42. Awareness
Display Ads Gmail Ads
YouTube In-
Display
YouTube In-
Stream
Dynamic
Search AdsLinkedIn Ads
Facebook
Ads
Bing Native
Twitter Ads
Instagram
Ads

44. YouTube In-Stream Ads are amazing for brand
awareness and come in at a low cost.

45. Display ads on a CPC model can drive thousands of
impressions without a huge cost.

46. Bing Native ads appear in context within content on
the MSN network.

47. Instagram ads are disruptive by nature but with the
right messaging can entice.

48. The Consider Galaxy

49. Consideration
Brand Bidding Competitor
Bidding
Vouchers &
Reviews
Seller Ratings
Remarketing
RLSALanding
Pages
Affinity
Audiences
YouTube
Remarketing
Dynamic
Remarketing
Local
Inventory Ads
Bing Native

51. Have a presence when potential customers are
looking for reviews, vouchers & discounts.

52. Likewise, you want to appear when the potential
audience searches for your brand.

53. Remarket to your YouTube channel audience as
they watch follow-up video content.

54. Seller Ratings make your ads stand out in the
crowded search results and boost CTR.

55. The Preference Galaxy

56. Preference
Gmail Ads:
Competitor Gmail Ads:
Your Brand
RLSA
Remarketing
PLAs
Amazon Ads
Facebook
Product Ads
Google
Search
Bing Search
Dynamic
Remarketing
YouTube In-
Display

58. Bid on competitors names using Gmail ads to
entice customers away if they receive mail.

59. Use Gmail ads to reinforce your brand message from
your email campaigns.

60. Google and Bing search is imperative if you are
looking to keep audiences at this stage.

61. The Purchase Galaxy

62. Purchase
Google &
Bing Search
Amazon Ads
Google
Shopping
Facebook
Shopping Ads
Bing
Shopping
RLSARemarketing
YouTube
Shopping Ads
Similar
Audience
Local
Inventory Ads
In-Market
Audiences

64. Google Shopping is the go to place for audiences
who are researching where to buy.

65. If you have a physical store with stock, Local
Inventory Ads can drive footfall from online.

66. Dynamic Remarketing can be used for any sector to
show highly relevant display ads.

67. Use Similar Audiences to target potential customers
with a similar demographic to yours.

68. 60%more
impressions
Source: Google
58%more clicks
41%more
conversions

69. Countdown Ads create a sense of urgency and can
often increase your conversion rate.

70. Amazon makes it very easy for customers to buy.
Use Amazon Sponsored Ads to drive sales.

71. The Loyalty Galaxy

72. Loyalty
Gmail Ads
Customer Match
RLSA
RemarketingGoogle Search
Bing Search
Facebook Ads

74. Use Customer Match with Gmail Ads to offer loyalty
discounts for existing customers.

75. Gmail ads can also be used to encourage existing
customers to buy a different product.

76. If you have a rewards scheme, Facebook Customer
Match promotion can work well.

77. Use time-based Remarketing to target buyers
around the anniversary of their purchase.
Valentines
Day

78. RLSA competitor bidding means you can capture
audiences before they go elsewhere.

79. The Advocacy Galaxy

80. Advocacy
Customer Match
Gmail Ads –
Forward to Friend
Recommend a
Friend
Facebook Ads

82. Customer Match for Gmail and YouTube can work
well to promote a RAF scheme.

83. Encourage existing customers to ‘Forward to a
Friend’ using Gmail Ads.

84. Personalised ads for customers and friends can
drive a lot of engagement and sales.

85. ATTRIBUTION
DON’T FORGET

87. Use the Assisted Conversions report to understand
the ‘actual’ value of non-converters.

88. The Top Paths report will show you which campaigns
drive the touchpoints before a sale.

89. THOUGHTS
FINAL

90. Things to takeaway
• Have a paid media strategy for the entire purchase funnel
– don’t let your competitors steal your space
• Segment your website audience in Facebook to
understand cross product demographic
• Use attribution to make informed
decisions on what works and what
doesn’t

91. “Audience is your
Unique Marketing
Point (UMP)”
@SamJaneNoble

92. Thanks
for listening.
@Koozai
Facebook.com/koozaiE-mail: sam.noble@koozai.com
www.koozai.com
Tel: 0330 353 0300

93. GRACIAS
THANK YOU
#theinbounder
@SamJaneNoble
SAMANTHA NOBLE