Slide deck of my presentation at the December 2016 Myrtle Beach Wordpress Meetup. More info on the meetup here: https://www.meetup.com/Myrtle-Beach-WordPress-Meetup/

1. Self-Serve Advertising

2. About Me
Josh Williams
Digital Marketing Director - Visibility and Conversions
josh@visibilityandconversions.com
843-450-6762

3. Google

4. Google AdWords

5. Google AdWords

6. Google AdWords – Account Structure
Account
Campaign
Ad Group
Keywords/
Targeting
Ads
Ad Group
Keywords/
Targeting
Ads
Campaign

7. Google AdWords – Text Ads
Traditional Text Ads Expanded Text Ads

8. Google AdWords - Display
• Google Display Network handles images, video, and text ads
• Standard Display Ad Requirements:
• https://support.google.com/adwords/answer/1722096
• Managed vs Automatic Placements

9. Google AdWords – Display – Responsive Ads

10. Google AdWords - Retargeting
• Retargeting can be done through Search, Display, and YouTube
• RLSA – remarketing lists for search ads
• YouTube audience remarketing
• Negative audiences

11. Google AdWords - Shopping
• Google Merchant Center:
• https://www.google.com/retail/merchant-center/

12. YouTube
• YouTube Ad Types:
• TrueView In-Stream – pre-roll
• Optional companion banner
• TrueView Video Discovery – search results and recommended videos
• You can promote videos on any channel, but better to have them on a
channel you control
• Make sure your YouTube channel is optimized! (Branding & Links)

13. Bing

14. Bing
• Why Bing?
• Lower CPCs
• Lower competition
• Higher (sometimes) ROI
• Get started quickly, import from AdWords

15. Bing

16. Bing

17. Google & Bing Tips
• Google AdWords Editor:
• https://support.google.com/adwords/editor/?hl=en#topic=3290839
• Bing Desktop Editor:
• https://advertise.bingads.microsoft.com/en-us/solutions/tools/bing-ads-
editor

18. Google & Bing Tips
• Create campaigns with a single network (i.e., Search, Display,
YouTube)
• Don’t run Search + Display Select
• Run at least two ads in an ad group
• Always test new features
• Use relevant extensions (sitelinks, locations, callouts, etc.)
• Google: https://support.google.com/adwords/answer/2375499?hl=en
• Bing: https://help.bingads.microsoft.com/apex/index/3/en-us/51001

19. Facebook & Instagram

20. Facebook & Instagram

21. Facebook/Instagram – Objectives
• You can use manual bidding (set prices yourself).
• Facebook’s optimized bidding is usually effective.

22. Facebook/Instagram – Ad Types
• Carousel & Video ads doing very
well right now.
• Carousel panels can be discrete
ads or work together as a theme
(e.g., Step 1,2,3 or Before/After)
• Canvas depends on
implementation. Does require
some dev work.

23. Facebook/Instagram - Placement
• Facebook – Use a combination of
desktop and mobile feeds,
instant articles, and right column
ads.
• Instagram – Only select
Instagram as the placement. Be
sure to uncheck others.
• Audience Network –
Performance not usually as good
as FB/Insta feeds.

24. Facebook/Instagram Tips
• Set up Business Manager if you need to access multiple accounts or
have multiple people accessing your account
• Build audiences ahead of time:
• https://business.facebook.com/ads/audience-insights/
• Facebook Text Overlay Tool:
• https://www.facebook.com/ads/tools/text_overlay

25. Other Social Advertising

26. Other Social Advertising
• Twitter
• Promote Tweet, accounts, and trends
• Utilize Cards: https://dev.twitter.com/cards/types
• Pinterest
• Promote pins
• LinkedIn
• Boost content, send inbox messages (InMail), text ads

27. Other Social Advertising - Considerations
• Good targeting is crucial!
• Utilize demographic data from Facebook and Google Analytics to help
understand visitors
• Keep different audiences in separate ad groups/ad sets
• Include conversion tracking to be able to measure efficacy
• Quality creative
• Images are as important as copy
• Test multiple image/copy combinations

28. Using Email Lists
• Use email lists to build Audiences
• AdWords Customer Match
• Facebook Custom Audiences
• Create lookalikes based on email lists (existing customers)
• Use email lists as negative audiences
• Tailor messaging to email behavior
• Advertise to a dead list, re-engage
• Reach unsubscribed email addresses without breaking the law

29. Other Self-Serve Platforms

30. Content Promotion
• Outbrain
• Taboola
• Zemanta
• Yahoo Gemini
• Reddit
• Stumble Upon

31. Other Self Serve Options
• Ad Networks
• AdBlade
• Advertising.com (AOL)
• BuySellAds.com
• Shopping/E-commerce
• Google/Bing
• eBay
• Amazon
• Niche Networks
• ESPN AdReady – Sports
• Forbes – Business
• Goodreads – Books
• Lonely Planet – Travel
• Weather Underground – Weather
• Yelp – Local

32. Tips, Tricks & Ideas
• The more specific the targeting, the more expensive the impression
• Find balance between being too broad and too focused
• Always run at least two ads
• Could be two completely separate ads or A/B tests of images, headlines or
copy
• Try to estimate performance beforehand
• Back into estimated traffic using BUDGET/CPC
• Estimate conversions using ESTIMATED CLICKS*WEBSITE CONVERSION RATE

33. Resources
• Paid Search
• http://www.ppchero.com/
• http://www.beyondthepaid.com/
• http://www.thesempost.com/category/pay-per-click/
• Facebook Ads
• http://www.jonloomer.com/
• https://twitter.com/SusanEDub

34. Questions?
Josh Williams
Digital Marketing Director - Visibility and Conversions
josh@visibilityandconversions.com
843-450-6762