So many of us look at Paid Media as being a direct response channel; a channel that elicits sales off the back of the campaigns that we run. This is definitely true in some form but there is so much more we can do with paid media to drive people into the top of the sales funnel, nurture them through their journey, entice them to purchase, maintain a level of loyalty and encourage advocacy. These slides will help you to understand the different techniques that you can use within Paid Media to target the various stages of the purchase funnel.

1. @SamJaneNoble
The Inbounder – May 2016
DOMINATING THE PAID MEDIA
UNIVERSE

2. @Koozai @DigitalFemales @StateofDigital
@SamJaneNoble
sam.noble@koozai.com

3. 2000

6. 2016

7. 4 x Paid Ads
2 x Organic Listings
4 x Image Search
7 x Organic Listings
3 x Paid Ads
1 x Knowledge Graph

8. 20002016

10. €€€€

11. Google’s revenue from advertising continues
to increase exponentially.
Source: Statista

12. 89%of Google’s
revenue
Came from advertising platforms such as AdWords in 2015!
Source: Investor Google

13. They must innovate in
order to maintain growth.

14. PAI D MEDI A UNI VERSE
WELCOME TO THE

15. DISPLAY REMARKETING GMAIL
YOUTUBE APPS SHOPPING MOBILE
SEARCH

16. DISPLAY REMARKETING NATIVE
MOBILE SHOPPING
SEARCH

18. Gone are the days when
all we had were keywords.

19. Advertisers now have
more to get excited by.

20. We can now target our
own audiences via PPC.

21. This is where things get really powerful.

22. Competitors are unable to
copy or replicate your
audience.

23. “Audience is your
Unique Marketing
Point (UMP)”
@SamJaneNoble

24. TOP TIP:
Facebook Pixel
Everything

27. Create custom audiences to segment visitors
based on the pages they view.

28. Wait for the data to
accumulate.

29. You then have a huge amount of insight into
the audiences demographic makeup.

30. Use this in your cross-
channel marketing.

31. TARGETTI NG
FUNNEL

32. This is too complicated.

33. This is too simple.

34. This is just about right.

38. What does this actually
mean for you?

39. UNI VERSE
BACK TO THE

40. The Awareness Galaxy

41. Awareness
Display Ads Gmail Ads
YouTube In-
Display
YouTube In-
Stream
Dynamic
Search AdsLinkedIn Ads
Facebook
Ads
Bing Native
Twitter Ads
Instagram
Ads

43. YouTube In-Stream Ads are amazing for brand
awareness and come in at a low cost.

44. Display ads on a CPC model can drive
thousands of impressions without a huge cost.

45. Bing Native ads appear in context within
content on the MSN network.

46. Instagram ads are disruptive by nature but with
the right messaging can entice.

47. The Consider Galaxy

48. Consideration
Brand
Bidding
Competitor
Bidding
Vouchers &
Reviews
Seller Ratings
Remarketing
RLSALanding
Pages
Affinity
Audiences
YouTube
Remarketing
Dynamic
Remarketing
Local
Inventory
Ads
Bing Native

50. Have a presence when potential customers
are looking for reviews, vouchers & discounts.

51. Likewise, you want to appear when the
potential audience searches for your brand.

52. Remarket to your YouTube channel audience
as they watch follow-up video content.

53. Seller Ratings make your ads stand out in the
crowded search results and boost CTR.

54. The Preference Galaxy

55. Preference
Gmail Ads:
Competitor Gmail Ads:
Your Brand
RLSA
Remarketing
PLAs
Amazon Ads
Facebook
Product Ads
Google
Search
Bing Search
Dynamic
Remarketing
YouTube In-
Display

57. Bid on competitors names using Gmail ads to
entice customers away if they receive mail.

58. Use Gmail ads to reinforce your brand message
from your email campaigns.

59. Google and Bing search is imperative if you
are looking to keep audiences at this stage.

60. The Purchase Galaxy

61. Purchase
Google &
Bing Search
Amazon Ads
Google
Shopping
Facebook
Shopping
Ads
Bing
Shopping
RLSARemarketing
YouTube
Shopping
Ads
Similar
Audience
Local
Inventory
Ads
In-Market
Audiences

63. Google Shopping is the go to place for
audiences who are researching where to buy.

64. If you have a physical store with stock, Local
Inventory Ads can drive footfall from online.

65. Dynamic Remarketing can be used for any
sector to show highly relevant display ads.

66. Use Similar Audiences to target potential
customers with a similar demographic to yours.

67. 60%more
impressions
Source: Google
58%more clicks
41%more
conversions

68. Countdown Ads create a sense of urgency
and can often increase your conversion rate.

69. Amazon makes it very easy for customers to
buy. Use Amazon Sponsored Ads to drive sales.

70. The Loyalty Galaxy

71. Loyalty
Gmail Ads
Customer Match
RLSA
RemarketingGoogle Search
Bing Search
Facebook Ads

73. Use Customer Match with Gmail Ads to offer
loyalty discounts for existing customers.

74. Gmail ads can also be used to encourage
existing customers to buy a different product.

75. If you have a rewards scheme, Facebook
Customer Match promotion can work well.

76. Use time-based Remarketing to target buyers
around the anniversary of their purchase.
Valentines
Day

77. RLSA competitor bidding means you can
capture audiences before they go elsewhere.

78. The Advocacy Galaxy

79. Advocacy
Customer Match
Gmail Ads –
Forward to Friend
Recommend a
Friend
Facebook Ads

81. Customer Match for Gmail and YouTube can
work well to promote a RAF scheme.

82. Encourage existing customers to ‘Forward to a
Friend’ using Gmail Ads.

83. Personalised ads for customers and friends
can drive a lot of engagement and sales.

84. ATTRI BUTI ON
DON’T FORGET

86. Use the Assisted Conversions report to
understand the ‘actual’ value of non-converters.

87. The Top Paths report will show you which
campaigns drive the touchpoints before a sale.

88. THOUGHTS
FINAL

89. “An audience is not
brought to you; it’s
something you fight for”
Bruce Springsteen

90. @Koozai @DigitalFemales @StateofDigital
@SamJaneNoble
sam.noble@koozai.com