James Svoboda: Increase Reach

#StateOfSearch @dfwsem - James Svoboda @Realicity
PPC for Content Marketing - Download: www.webranking.com/presentation
The PPC Advantage for Content Marketing
Initiatives that Increase Audience Reach and Conversions
Presented by: James Svoboda @realicity
Download: www.webranking.com/presentation

STATE of SEARCH
download: www.webranking.com/presentation
James Svoboda
CEO WebRanking, Co-Founder MnSearch
t: @realicity
e: james.s@webranking.com
b: www.webranking.com/blog
November 2015

THE SAGA OF CONTENT

The Ultimate CONTENT in the Universe!
credit: starwars.com

Treated Like a Slimy Mudhole No One Wants to Visit.
credit: escapology.eu

CLIENT/BOSS REACTION
credit: knowyourmeme.com

“MAYBE WE SHOULD BUILD A NEW ONE?”
credit: themarysue.com

CREATIVE/MARKETING REACTION
credit: p.twipple.jp

CONTENT IS NOT WHERE THE AUDIENCE IS (yet)
Credit: mapgame.wikia.com

HOPE IS NOT LOST TODAY
Credit: starwars.com

Find a PPC Master (you)
Credit: brainknowsbetter.com

PPC OPPORTUNITIES
for CONTENT

UNSERVED INVETORY: Dallas

UNSERVED INVETORY: Home

UNSERVED INVETORY: Back

AdWords & Bing Ads: Keyword Text Ads
Considerations
• Lots of Searchers
• Evergreen
• Target Select Keywords
• Specific Landing Pages
• Test Ad Copy & CTAs
• RLSA
• Ad Extensions
• Competition
• CPCs
• Location Targeting
• ToD & DoW
• Limited Demographic
Targeting

Dynamic Search Ads
Considerations
• Mimics SEO Algorithm?
• Target Groups of Pages (blog
posts)
• Target Specific Pages
• Less Commercial / More
Informational “WTF” Keywords
• Negative Keywords & KW
Sculpting Needed
• Limited Testing of Ad Copy &
CTAs
• Lower Competition
• Lower CPCs -> Less Control
over Keywords
• Ad Extensions

AdWords DISPLAY NETWORK
Considerations
• Demographic Targeting
• Remarketing Lists
• Target Specific Sites &
Specific Pages
• Image Creation & Ad Sizes
• Test Image Ads
• CPCs
• Branding
• Location Targeting
• ToD & DoW

Facebook Ads & Retargeting
Considerations
• Demographic Targeting
• Retargeting
• Target Interests
• Specific Landing Pages,
Customized to the Audience
• Image Ad Sizes & Formats
• Test Ads
• Good CPCs
• Branding
• Video Ads
• Increases Page Followers
• Promote You Page(s)
• Instagram Mobile Ads

Twitter Promoted Tweets
Considerations
• Target Audience by Email, Mobile Phone
#, Twitter @Usernames & ID.
• Keyword in Tweet Targeting
• Interest Targeting
• Retargeting
• TV Show, Network & Genre Targeting
• Event Targeting (predefined)
• Cost-Per-Action: Site Clicks, Followers,
Tweet Engagements, Leads, Video Views
• Specific Landing Pages, Customized to
the Audience
• Ads are Tweets or Account Follows
• CPAs Can be High
• Video & App Ads

LinkedIn Ads
Considerations
• Sponsored Updates
• Text + Image Ads
• Partner Sites Option
• Similar Audience
Expansion Option
• Simple & Flexible Ads
• CPCs High - $2.00+
Target:
• Company Name,
Size, Industry.
• Job Title, Function,
Seniority.
• Schools, Degrees &
Field of Study, Skills.
• Groups, Gender, Age.

Pinterest PROMOTED PINS
Considerations
• Search Targeting
• Demographic
Targeting
• Target Interests
• Specific Landing
Pages, Customized
to the Audience
• Image Ad Sizes
• Good CPCs
• Branding
• Increases Followers
• Promote You
Page(s)

AdRoll & RETARGETING NETWORKS
Considerations
• Retargeting Reach
• CPM Pricing (pro & con)
• Easy to Set-up & Roll with
• Run Facebook with AdRoll
• Variety of Image Ad Sizes
• Test Ads
• Branding

Outbrain
Considerations
• $10/day min.
• Starts at $0.03 CPC
• Easy to Set-up
• Specific URLs or Feed
• Image + Text Content
• Text Content
• No “Ads”
Limited Targeting Options
• Device Type
• Country (default)
• State & DMA (request)

Taboola (untested)
Considerations
• UGH! I have to talk to
someone

StumbleUpon
Considerations
• Low CPC
• Easy to Set-up
• Specific URLs
• No “Ads”, just Stumbles
• YouTube Videos
Targeting Options
• Age & Gender
• Devices
• Country, State, DMA, City
• Interest Bundles
• Precise Targeting

Original Content Discovery
Credit: dreamhost.com, oocities.org, geocities.ws

CASE STUDY

Standard Lead Generation
Considerations
• Typical Lead Generation
Campaign
• Search PPC Keyword
Targeting
• *Commercial Intent
Keywords*
• Custom Landing Page

Lead Gen Landing Page Results
Considerations
• Content Promotion Campaign
• Search PPC Keyword Targeting
• *Commercial Intent Keywords*
• Custom Landing Page

Promoting Infographic in a Blog Post

Lead Gen vs Infographic in Blog Results
Considerations
• *Information Intent Keywords*
• Blog Post Landing Page

Infographic Moved to Non-Blog Page

Lead Gen vs Infographic in Blog vs LP Results
Considerations
• *Information Intent Keywords*
• Custom Infographic Landing Page

Bonus: Social Shares

Facebook Shares

Assisted Tweets

Assisted Pins

CREATE A
CONTENT PROMOTION
PLAN

START MAKING LISTS
Credit: holytaco.com, pinterest

#1 IDENTIFY YOUR CONTENT
Credit: designtaxi.com
Considerations
• Blog Post / Article
• 10X Guide
• Infographic
• Whitepaper
• PDF
• Video

#2 IDENTIFY CHANNELS by TYPE
Credit: mysanantonio.com
Considerations
• Keyword Search PPC -
RLSA?
• Dynamic Search Ads
• AdWords Display
• Facebook Ads (Instagram)
• AdWords Remarketing
• AdRoll Retargeting
• StumbleUpon
• Twitter
• Pinterest
• LinkedIn
• Outbrain
• Taboola
• YouTube Video Ads
• Gmail Sponsored Ads

#3 IDENTIFY KEYWORDS
Credit: etsy.com
Considerations
• Search PPC
• Dynamic Search Ads -
Negatives
• AdWords Display Targeting
• Twitter
• Pinterest

#4 AUDIENCE DEMOGRAPHCIS (see: James Svoboda)
Credit: starwars.com
Considerations
• Gender
• Age
• Location
• Devices
• Languages
• Look Alike
Audiences?

#5 INTERESTS & RELATED INTERESTS
Credit: reddit.com
Considerations
• Facebook
• AdWords Display
• Pinterest
• Twitter
• Remarketing
• StumbleUpon

#6 BUSINESS or ENTERTAINMENT?
Credit: flavorwire.com
Considerations
• LinkedIn
• Facebook & Instagram
• AdWords Display
• Pinterest
• Remarketing
• StumbleUpon

SET A REALISTIC BUDGET
Credit: inafarawaygalaxy.com

SAMPLE
CONTENT PROMOTION
PLAN

#1 DSA (catch-all)
Credit: fansshare.com

#2 DSA Ad Group: Target Content & Keyword Discovery
Credit: independent.co.uk

NEGATIVE KEYWORDS
Credit: thestudioexec.com

TARGETED KEYWORD SEARCH AD GROUPS

FACEBOOK for DEMOGRAPHIC TESTING

STALK THEM with REMARKETING & NEW CONTENT
Credit: thisnthatwitholivia.com

ANALYZE. OPTIMIZE. EXPAND.
Credit: youtube

THE FINALE
credit: Vicky O'Donnell

STATE of SEARCH
download: www.webranking.com/presentation
James Svoboda
CEO WebRanking, Co-Founder MnSearch
t: @realicity
e: james.s@webranking.com
b: www.webranking.com/blog
November 2015
THANK YOU!

James Svoboda: Increase Reach

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