Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a 'Honeypots' How to boost your Adwords Campaigns with Paid Social
Semelhante a 'Honeypots' How to boost your Adwords Campaigns with Paid Social (20)
Último
Último (20)
'Honeypots' How to boost your Adwords Campaigns with Paid Social
- 1. @_thesocialsam #brightonSEO Samantha Hearn Anicca Digital Honeypots: How to use Social Media to boost your AdWords campaigns @_thesocialsam http://www.slideshare.net/SamanthaHearn
- 2. @_thesocialsam #brightonSEO Email Website SEO Social PPC So many of us still work in silos
- 3. @_thesocialsam #brightonSEO Don’t realise other channels can solve our problems
- 4. @_thesocialsam #brightonSEO This is very much the case with AdWords & Paid Social Media AKA Batman & Robin
- 5. @_thesocialsam #brightonSEO Why does AdWords need help?
- 6. @_thesocialsam #brightonSEO High CPC in competitive verticals Data Source: http://www.wordstream.com/blog/ws/2015/0 3/19/most-expensive-keywords-bing-ads
- 7. @_thesocialsam #brightonSEO Flat Search Volumes Data Source: http://searchengineland.com/data-show-search-query-volumes-pc-peaked-2013-245663
- 8. @_thesocialsam #brightonSEO If I owned a menswear clothing company…
- 9. @_thesocialsam #brightonSEO I would look to target generic keywords like Men’s Jumper
- 10. @_thesocialsam #brightonSEO But that keyword drives high CPC & low ROAS
- 11. @_thesocialsam #brightonSEO So I might look to remarketing… People unfamiliar with your business People familiar with your business RSLA targets these users But the pool of available people is limited
- 12. @_thesocialsam #brightonSEO People unfamiliar with your business People familiar with your business Paid Social can feed the remarketing pool
- 13. @_thesocialsam #brightonSEO Visitor Returns Unbranded Keyword Search Your Site Facebook Ad Remarketing lists created in Analytics Users can be qualified and bids adjusted Ads feed the funnel
- 14. @_thesocialsam #brightonSEO This allows businesses to target competitive keywords and turn them into strong revenue drivers
- 15. @_thesocialsam #brightonSEO Now for Men’s Jumper I can qualify users and bid higher
- 16. @_thesocialsam #brightonSEO So why use Paid Social?
- 17. @_thesocialsam #brightonSEO More targeting options than AdWords
- 18. @_thesocialsam #brightonSEO Example: Distinguish between B2B and B2C searches on AdWords with Facebook data
- 22. @_thesocialsam #brightonSEO 30% ROAS when audiences are exposed to FB ads Data Source: http://kenshoo.com/fbaddedvalue1/
- 23. @_thesocialsam #brightonSEO So what is a ‘honeypot’ campaign?
- 24. @_thesocialsam #brightonSEO Definition: Combining the targeting options of another channel to help refine your AdWords Targeting
- 25. @_thesocialsam #brightonSEO You can’t show two separate ads and expect results
- 26. @_thesocialsam #brightonSEO It’s all about the funnel and creating the ‘honey’
- 27. @_thesocialsam #brightonSEO Setting up a campaign
- 28. @_thesocialsam #brightonSEO Step 1: Find your ‘bees’
- 29. @_thesocialsam #brightonSEO Don’t jump straight into Facebook Ads Manager
- 30. @_thesocialsam #brightonSEO Identify your high converting audience in Analytics
- 31. @_thesocialsam #brightonSEO Use multi layering to refine in Facebook
- 32. @_thesocialsam #brightonSEO Exclude negative keywords!
- 35. @_thesocialsam #brightonSEO For example: I own a Workout Apparel business
- 36. @_thesocialsam #brightonSEO My high converting audience looks like this
- 37. @_thesocialsam #brightonSEO Start building an audience based on holiday behaviour & interests
- 38. @_thesocialsam #brightonSEO Layer with fitness interests, competitors, purchase behaviour & habits
- 39. @_thesocialsam #brightonSEO Important! AdWords needs minimum list size of 1,000
- 40. @_thesocialsam #brightonSEO Will your audience & budget drive enough clicks?
- 41. @_thesocialsam #brightonSEO Step 2: Create the ‘Honey’
- 42. @_thesocialsam #brightonSEO The objective of ‘honey pot’ social content is to drive click through to the website
- 45. @_thesocialsam #brightonSEO Thought leadership content
- 46. @_thesocialsam #brightonSEO Use your audience insights to inform content
- 47. @_thesocialsam #brightonSEO So for my Workout Apparel business I might choose…
- 48. @_thesocialsam #brightonSEO It’s about creating “thumb stoppingly” good ads
- 49. @_thesocialsam #brightonSEO Choose the right content to make sure you recruit bees not wasps!
- 50. @_thesocialsam #brightonSEO Step 3: Build your ‘hive’
- 51. @_thesocialsam #brightonSEO UTM tracking is the key to ‘HoneyPot’ Success
- 53. @_thesocialsam #brightonSEO Setting up ‘Honeypots’ in Facebook Ads Manager
- 54. @_thesocialsam #brightonSEO Optimise your campaign for website traffic
- 55. @_thesocialsam #brightonSEO Add your UTM parameters
- 56. @_thesocialsam #brightonSEO Setting up ‘Honeypots’ in AdWords
- 57. @_thesocialsam #brightonSEO Ensure Google AdWords is correctly linked to Google Analytics c
- 58. @_thesocialsam #brightonSEO Ensure Analytics is enabled for Remarketing c
- 59. @_thesocialsam #brightonSEO Create Audience in Analytics
- 61. @_thesocialsam #brightonSEO Find Audience in AdWords
- 62. @_thesocialsam #brightonSEO Campaign or Ad Group?
- 63. @_thesocialsam #brightonSEO Important! Choose the right one
- 64. @_thesocialsam #brightonSEO Overlay your remarketing audience (bid only with no bid adjustment set)
- 65. @_thesocialsam #brightonSEO Remember you need a list size of 1,000!
- 66. @_thesocialsam #brightonSEO Important! Qualify your data
- 68. @_thesocialsam #brightonSEO Make sure to show them the right message…
- 69. @_thesocialsam #brightonSEO Users who came to your site but did not convert • Offers • Time incentive • Added USP’S
- 70. @_thesocialsam #brightonSEO Users who visited more than x pages and spent x amount of time on site Also a tailored landing page
- 71. @_thesocialsam #brightonSEO Users who purchased a specific product Promote related products
- 72. @_thesocialsam #brightonSEO Create a campaign that delivers a consistent message across each touchpoint
- 73. @_thesocialsam #brightonSEO And voila! Time to get ‘buzzing’
- 74. @_thesocialsam #brightonSEO When ‘honeypots’ might not be suitable…
- 75. @_thesocialsam #brightonSEO • Local • Budget • Audience size • Specific sectors
- 76. @_thesocialsam #brightonSEO When should you consider ‘Honeypots’?
- 77. @_thesocialsam #brightonSEO • Competitive industry • High CPC • Low ROAS / High Cost Per Conversion
- 79. @_thesocialsam #brightonSEO Social media can be used to increase the size of your AdWords remarketing pools
- 80. @_thesocialsam #brightonSEO This allows you to target competitive unbranded keywords
- 81. @_thesocialsam #brightonSEO And harness social’s advanced targeting to create hyper- relevant ads
- 82. @_thesocialsam #brightonSEO But Remember! • You need a list size of 1,000 to trigger AdWords remarketing • Create compelling content that attracts bees • Overlay your audience in AdWords to qualify your audience • Test and learn!
- 83. @_thesocialsam #brightonSEO Samantha Hearn, Head of Social Media, Anicca Digital Social commerce specialist with global brand experience that includes New Look, Joules, Experian and PepsiCo. I believe in great story telling, data informed insights and attention with a purpose.
- 84. @_thesocialsam #brightonSEO We use our data-driven digital marketing expertise to help businesses to become more successful and profitable Paid Media • Paid search • Paid display • Paid social • Ecommerce marketing Owned Media Earned Media • Search engine optimisation (SEO) • Content marketing • Email/marketing automation • Social media • Traditional & online PR • Social media • Community & reputation management • Influencer outreach Technical Support • Analytics, tracking and Tag management • Feed management • Conversion rate optimisation (CRO) • Landing page tests
Notas do Editor
- In 2017, we still find channels work independently from each other Traditional agency and in house setting the channels work independently from each, day to day knowledge sharing is often limited and because of this sometimes we struggle to keep up to date with any changes or updates that might benefit the overall objective or our channel strategy
- And because of this limited learning opportunity, we also don’t realise that many other channels can solve our channels’ problems
- This is the case with Adwords & Paid Social Media. And that’s what I wanted to talk to you today about. The channel’s strengths combats their weaknesses. For example: Adwords – Further down the funnel but with limited targeting Social – Often at the top of the funnel, but with advanced targeting
- What is the AdWords problem, paid social can solve?
- Increasing costs on generic keywords – for example Lawyers at $109 or plumber at $36 This high cost isolates small / medium businesses
- Desktop searched peaked in 2013 Mobile real estate more competitive
- I want to sell this rather fetching blue jumper, gentleman just want you need on a day like today – not to cold, not to warm – layering weather
- But it’s a competitive keyword and I’m going to end up competing with the likes of Ted Baker and ASOS. So I might decide to stop targeting that keyword. But I know potential customers could still be using this keyword, so I might look at…
- But this reduces the amount of people I can target and limits them only to people familiar with my brand As the pool of people decrease, it also reduces by potential conversions – which is not what I want. But if I can increase the pool of people, I can increase my conversions and improve my ROAS
- I can use the low cost of paid social to feed the remarketing pool. Increasing the size and allowing me to target more people and increase conversions
- So a customer journey might look something like this
- What does this approach allow us to do?
- This allows me to identify the right type of potential customer from behaviour – shopping online, to parents with children 3 and under
- Allows us to be super clever
- Sequential advertising
- The title of my talk is honeypots, so what is a honeypot campaign?
- It’s an integrated and sequenced campaign with aligned messaging
- Honey – the hook to activate prospects into the funnel
- I’m going to use Facebook as an example. A lot of people at this point would jump into Ads Manager and start building a campaign based off preconceived interests, behaviours. However as this campaign is relying on converting people via AdWords, you need to work backwords.
- Find the people who convert via your AdWords campaign to start building out your social media targeting Focus on trialling affinity and in market segments
- Take this data and start building your audience. Make sure you use the detailed targeting feature to build a hyper-targeted and rich audience
- Remember your AdWords campaign know a lot about your converting customers, so build negative keywords into your exclude layering on Facebook
- Another targeting method. Create a lookalike audience based off a FB event on the thank you page or email database
- In market audience have an interest around holidays
- To create my target audience for my Facebook campaign
- Really important thing to remember when you’re building your audience is the minimum list size of 1000 to trigger remarketing in Google 100 for display
- Is your audience large enough to drive enough clicks to activate AdWords remarketing or display?
- This should inform all aspects of your campaign from ad copy to creative concept
- Works well if you have strong content that can act as a persuasive hook to drive people to your site Create interesting content based around the converting audiences interests to attract the right consumer
- Not every business has access to great content, so a competition is a great alternative You want to make sure the entry mechanic is on site in order to capture the data
- For B2B brands
- Align with your end converting audience’s interests
- So you know your audience, you’ve created the honey to attract those consumers, now you need to build the campaign. Don’t‘ worry about taking notes, slides can be downloaded, head to my Twitter
- UTM Tracking via the URL builder This allows Google Analytics to track and build audiences
- UTM tagging allows your paid social campaigns to be tracked in analytics and then utilised in AdWords. Without this, you won’t be able to retarget audiences. Top tip – separate paid social and organic social
- Go in AdWords
- Based on how you structure your campaigns
- Choose the right one for your strategy
- If you choose bid only, you can qualify your audience before starting the campaigns
- Bidding methods: Collect the data and qualify them before adjusting the bid. The right type of bees not wasps! Refine and bid adjust - Layer information and collect
- You’ve got the choice to bid on them
- Medical negagliance solictors, gambling