Getting the most out of “Paid”Matt Beswick – Co-founder, Aira

@mattbeswick

Limited time so concentrate on a few key areas

@mattbeswick

25minutes?!

Once upon a time

@mattbeswick

@mattbeswick

@mattbeswick

@mattbeswick

And then…

@mattbeswick

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Things got a bit complicated

Full slide image

example

Source: http://www.lumapartners.com/resource-center/lumascapes-2/

@mattbeswick

How do you wade through the quagmire?

We too often getwrapped up

in tech

@mattbeswick

Bogged down because there’s so much

we could

do@mattbeswick

We forget to think

about what we should

do@mattbeswick

I think I have a ‘solution’ for everyone

@mattbeswick

Here’s a “consideration” framework to help you build

your strategy

@mattbeswick

Threekey considerations

@mattbeswick

1Whatare we

promoting?@mattbeswick

Product?Service?Content?

@mattbeswick

2Who

are we trying to get in front of?

@mattbeswick

Past customers?Competitor’s customers?

People who don’t know we exist?

A certain demographic?

@mattbeswick

3What

is success?

@mattbeswick

?Sales

EnquiriesBrand visibility

People at your eventTwitter Followers (please, no!)

@mattbeswick

Define before

you start

@mattbeswick

Answer those strategic questions first

@mattbeswick

Then implement tactics.

@mattbeswick

Let’s talk turkey

Limited time, so I’ll focus on 3 key platforms

@mattbeswick

@mattbeswick

Keywords =

Pre-qualified people

@mattbeswick

There are some challenges

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When 3

becomes

4@mattbeswick

3 pack to 4 pack

@mattbeswick

More competition means

higher CPCs

@mattbeswick

Expanded text ads

@mattbeswick

Size doesn’t

always matter

@mattbeswick

Test your

theories@mattbeswick

Most important things with Adwords

@mattbeswick

Make sure you’re structuring your match

types properly

@mattbeswick

General rule =

one match type per ad group

@mattbeswick

Experiment using modified broad match

@mattbeswick

Monitor your search term report

@mattbeswick

Move common keywords into exact match

@mattbeswick

Avoid broad match

@mattbeswick

Build out your negative lists

@mattbeswick

Use Ad Extensions as much as possible

@mattbeswick

Split test your ads in a scientific way

@mattbeswick

We’re trying to stand out

@mattbeswick

Use automation where approriate

@mattbeswick

Adwords is not only about keywords

@mattbeswick

Google putting a lot of focus on two key areas…

@mattbeswick

Display

@mattbeswick

Things to try

@mattbeswick

Mobile

@mattbeswick

You can target gmail ads to people who have received emails from competitors

@mattbeswick

You can run remarketing ads based on email addresses

(Customer Match)https://support.google.com/adwords/answer/6276125?hl=en-GB

@mattbeswick

You can run Adwords reports to show cross-device clicks

@mattbeswick

All this is actually about Google becoming more

intelligent

@mattbeswick

You get the most out of Adwords when you embrace

that intelligence

@mattbeswick

Finally, the future.

Voice Search.

@mattbeswick

@mattbeswick

Facebook KNOW you

@mattbeswick

https://www.facebook.com/ads/preferences/?entry_product=ad_settings_screen

Audiences

Custom Audiencesdefine your own

@mattbeswick

@mattbeswick

@mattbeswick

@mattbeswick

Demographics

@mattbeswick

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Lookalike Audiences

utilise Facebook’s data@mattbeswick

@mattbeswick

Start with a custom

audience

Audience size = similarity

Combine that with the types of ads you can run…

@mattbeswick

Whatever you do, think

targeting

@mattbeswick

Target the right kind of ad

to the right kind of person

@mattbeswick

Don’t forget tracking

@mattbeswick

Do. Not. Forget. The. Pixel.

@mattbeswick

Install

@mattbeswick

Globally

Standard EventsViewContent, Search, AddToCart, AddToWishlist,

InitiateCheckout, AddPaymentInfo, Purchase, Lead, CompleteRegistration

@mattbeswick

Custom Events

@mattbeswick

fbq('trackCustom', '<CustomEventName>', { custom_param1: 'ABC', custom_param2: 123, value: 10.00, currency: ’GBP'});

Documentationhttps://developers.facebook.com/docs/marketing-api/

facebook-pixel/v2.7#standardevents

@mattbeswick

Utilise your analytics platform

@mattbeswick

Always set custom UTM tracking in your ads

@mattbeswick

http://aira.net/?utm_source=facebook&utm_medium=cpc&utm_campaign=mkgo&utm_term

=digital-marketing-mk&utm_content=matt-looking-stupid

@mattbeswick

https://www.facebook.com/business/google-analytics/build-your-url

Images

@mattbeswick

https://www.facebook.com/ads/tools/text_overlay

Learn to use

Power Editor@mattbeswick

Test.Test.TEST.

@mattbeswick

Finally, here’s an example FB ad…

@mattbeswick

@mattbeswick

Local Targeting Ad

@mattbeswick

Amazingfor

B2B@mattbeswick

Incredibly powerful targeting

@mattbeswick

Anyone find out about #MKGO on LinkedIn?

@mattbeswick

@mattbeswick

@mattbeswick

Location

Seniority

Company size

@mattbeswick

Exclude as well as

Include@mattbeswick

Pixel(this is new)

@mattbeswick

How does this all tie together?

There isn’t a “one size fits all” answer.

@mattbeswick

Think back to our consideration framework…

@mattbeswick

What are you offering?Who to?

What are the goals?

@mattbeswick

Is keyword search appropriate?

@mattbeswick

Can you target a demographic?

@mattbeswick

B2B or B2C?

@mattbeswick

Think about how your paid channels overlap

@mattbeswick

Also think about how other channels overlap

@mattbeswick

Map those channels back to your goals

@mattbeswick

Apportion budget

@mattbeswick

Always have an “experiment pot”

@mattbeswick

Measure. Refine. Repeat.

@mattbeswick

Thank you!