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The online advertising gradient
Are people
searching for my
product / service?
Do I need to get in
front of the right
people, before I show
them my offering?
Would the right people
be interested in my
product / service if they
knew about it?
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The online advertising gradient
Are people
searching for my
product / service?
Do I need to get in
front of the right
people, before I show
them my offering?
Would the right people
be interested in my
product / service if they
knew about it?
Action-focused
messaging
Content-focused
messaging
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Rule #1 summary: Choose
channels based on the likely
customer intent
– Use the gradient as a guideline, not a hard and fast rule.
– Think critically about what you’re offering. How would your potential customers be
looking to find you?
– Remember to evaluate the suitability of the channels themselves. Is your audience
likely to be here? Does it fit with your brand?
– Adapt your messaging to suit your position on the gradient
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– What tools do you have at your disposal for targeting the right customers?
2 main targets
– Keyword targeting
– Location targeting
– Natural conclusion: let’s target users looking for “your service”, and make sure
those users are located in your area
Example #1: A local service-based
company chooses Google AdWords
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– Within these targeting layers, there are several combinations
Segmentation is crucial
“photographer
in nottingham”
“photographer”
“photographer
in nottingham”
“photographer”
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– What tools do you have at your disposal for targeting the right customers?
– Audience targeting
– Natural conclusion: let’s target users that are most likely to be interested in my
product. But how do you find that out?
Example #2: A fashion retailer
chooses Facebook advertising
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Interests
– Business/Industry
– Entertainment
– Family/Relationships
– Fitness/Wellness
– Food & Drink
– Hobbies & Activities
– Shopping & Fashion
– Sports & Outdoors
– Technology
Demographics
– Location
– Age
– Gender
– Languages
– Relationship
– Education
– Work
– Financial
– Generation
– Parents
– Life Events
Exciting or scary? Facebook
targeting is very powerful
Behaviours
– Automotive
– B2B
– Charity
– Digital Activity
– Expats
– Financial
– Job Role
– Media
– Mobile
– Purchasing
– Travel
– Events
Connections
– Friends
– Relationships
– Relations to pages
– Relations to apps
Remarketing
– Where have you
been?
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Segmentation and testing
– Start with a broad audience, and gradually segment down into more niche groups.
– Layer targeting. Use “must also be interested in” to target highly specific users.
*TIP* - For early research, use audience insights to find common themes between the
users in your email or remarketing lists!
Applying audience targeting
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Rule #2 summary - Apply media
spend on a priority basis
– Segmentation is crucial.
– Begin with the targeting methods most likely to convert to a lead / sale.
– Always be on the lookout for differences in performance between targeting, which
will allow you to focus on most profitable first, but with room to grow.
– Testing, testing, testing
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“We’ll get you to #1 on
Google AdWords…”
- Being #1 is more often than not
a less profitable position to be in
- There are often 4 top positions,
no need to lead the race. Doing
so leads to your bid being out of
your control.
- We’re online - assume that
potential customers shop
around!
- Some anomalies - testing is key
VANITY
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“We’ll get you 250,000
likes on Facebook...”
- Be wary of deciding any strategy
based on the amount of likes it
will generate.
- Likes are beneficial for
generating reach & social proof,
but campaigns should have an
end goal which meets business
objectives.
- ‘Buying’ likes will only be
removed eventually.
- Best to put out good content to
the right audience - if you’re
doing so, likes will come
naturally.
VANITY
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“We’ll make sure your
ads are EVERYWHERE! ”
- Whilst it will annoy your
competitors and impress your
peers, this kind of strategy is
dangerous
- Where display advertising is used
to generate brand awareness,
layer targeting to ensure you’re
in front of the right audience
VANITY
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It’s annoying:
Be considerate, be helpful
“It’s stalking me”
- Include frequency caps where possible to stop users feeling ‘stalked’.
“It’s unhelpful”
- Show the right ad to the right person to the right landing page
- Use dynamic retargeting to show products that users have been looking
at.
“It ruined the surprise!”
- Judge suitability dependent on industry: (eg. engagement rings!)
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Being helpful, being targeted
Helpful = dynamic retargeting
Segmentation (again)
Segment users based on how interested they were (don’t retarget to a user
that spent <5 seconds on your site)
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Rule #3 summary - Don’t be vain,
but do be visible
– Any media spend should be applied with a target ROI.
– Dismiss any strategies that involve being seen, that do not directly relate to selling
or promoting your product/service to the right people.
– Retargeting works. The more relevant your ad and landing page is to your audience,
the more success you’ll have. Use dynamic retargeting to be hyper-relevant.
– Above all, be helpful!