Rachele Cermak explains how marketers using paid search can leverage Google Shopping, video ads on YouTube and the display network to create numerous ad impressions.

1. the Sales
Funnel
with
Paid Search
LL

2. Wisdom

3. Magic Cookie
Containing Chunks of
Text
3
http://en.wikipedia.org/wiki/List_of_computer_term_etymologies

4. Browser Cookies
4
• Where to advertise
• Understand Website
activity
• Keep the brand in
front of prospects

5. Agenda
Display
Facebook ads
Video Ads on YouTube
5

6. Agenda
Display
Facebook ads
Video Ads on YouTube
6

7. But first…
A show of hands
7

8. State of Paid
Search
8http://bit.ly/State-of-Paid-Search
CPCs across all search engines were on the rise,
growing 27.6% YoY

9. Last-Click
Intent based
keywords
Triggering
text ads in SERPs
Located next to
organic listings
9

10. Last-Click
Intent based
keywords
Triggering
text ads in SERPs
Located next to
organic listings
10

11. Last-Click
Intent based
keywords
Triggering
text ads in SERPs
Located next to
organic listings
11

12. Works if you’re missing impression share
Pour in More $$
12

13. Not the Right
Tactic when
Overlap with irrelevant queries
Low search volume
13

14. Give Them
Something to Talk
About
14

15. Text Ads are One-
Fifth
15

16. The Funnel
16

18. Educational
Content
18
Be present here

19. Educational
Content
19
Be present here
AND Here

20. Display Network
Interest Categories
20

21. Display Network
21
Interest Categories & Managed Placements

22. Display Network
22

23. 23
Case Study
Image ads vs. Banner ads
Same offer – Free PDF Download
9.34% conv. rate on text ads (3.54% for image ads)
62% difference in conv. rate
23
6 Month Duration
Aug. – Jan. 2014

24. Educational Offer’s
Landing Page

25. Educational Offer’s
Landing Page

26. Agenda
Display
Facebook ads
Video Ads on YouTube
26

27. 27

28. 28
Social Context On
All Ad Types
“Previously, to get the best social context available,
advertisers had to purchase sponsored stories in addition to
ads. In the future, for example, when you create a Page post
photo ad, we will automatically add social context to boost
performance and eliminate the extra step of creating
sponsored stories.”
- Facebook Newsroom
28
http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads

29. Where do you get
information?
Online reviews
Yahoo Answers
Wikipedia
29

32. Facebook Ads
32

33. Retargeting on
Facebook
• 28% of U.S. ad
impressions
– comScore 2012
• Competition could
already be there

34. Targeting by
Category
34

35. The Funnel
35

36. Agenda
Display
Facebook ads
Video Ads on YouTube
36

37. Video Ads
188.2 million Americans watched 52.4 billion online
content videos in December of 2013
-comScore
37
http://bit.ly/comScore-Videos-Report

38. Video Ads
YouTube.com ranked as the top online video content
property in December with 159.1 million unique
viewers
-comScore
38
http://bit.ly/comScore-Videos-Report

39. In-search Ads
39

40. Video Content?
40

41. 41
Optimize Video
Content
Channel Description - Keyword optimize your channel description and make sure you
describe what people can expect to find in your video content.
Video Titles - Be sure to use descriptive keywords in your video titles.
Video Descriptions - Start each description with your Website URL. The content within
your descriptions is how your rank in the search results.
Tags - Tag your videos with relevant keywords.
Themes - Group your videos together in thematic sets.
Captions - Make sure all of your videos have keyword-optimized captions and transcripts.
Geo-Tagging - Each video you upload can be geo-tagged. Geo-tag each video with the
geographic region relevant to the video's content.
Link Google+ Business Page - Ensure brand page and YouTube are connected.
41

42. In-stream ads
42

43. Just Wink – greeting
cards
43

44. KPIs
Channel Subscribers
Video Views
Engagement with Video
-Comments, Shares, Like
Traffic to Site
-Revenue
44

45. In-display ads
45

46. Which ad to use?
46

47. “Similar to”
Audience
47
• Attract new customers

48. Google Case
Studies
48

49. Google Case
Studies
49

50. The Funnel
50

51. Aha Moment!
51
“Found the solution”

52. Areas for Testing
Overlap interest categories with educational
placements on Display Network – attract people in
research mode
Create tailored lists for Facebook campaigns to
drive to unique landing pages on website, and
remarket to them on Facebook
Utilize “similar to” audience list to show video ads
on YouTube to reach prospects
52

53. 21960 Minnetonka Blvd. Suite 100
Excelsior, MN 55331
email@nordicclick.com
952.460.3333
www.nordicclick.com
Contact Us
Rachele Cermak