Presentation by Samantha Noble, client strategy director at Koozai. Delivered at the Turing Festival in Edinburgh on Friday 19 August 2016.

1. @SamJaneNoble
Turing Festival – August 2016
PAID MEDIA: IT’S NOT ALL
ABOUT THE END GAME

2. For the search engines &
social networks Paid
Media is all about…

3. ££££

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

5. 89%of Google’s
revenue
Came from advertising platforms such as AdWords in 2015!
Source: Investor Google

6. They must innovate in
order to maintain growth.

7. 2000

10. 2016

11. Location+Service
3 x Paid Ads
3 x Local Listings
10 x Organic Listings

12. Location+Product
4 x Paid Shopping Ads
3 x Local Listings
10 x Organic Listings

13. Product
6 x Paid Shopping Ads
2 x Organic Listings
7 x Organic Listings
7 x Image Results

14. We can see how diverse
the search results are
now.

15. 20002016

16. This is above
the fold

17. PAID MEDIA GAMES
WELCOME TO THE

18. DISPLAY REMARKETING GMAIL
YOUTUBE APPS SHOPPING MOBILE
SEARCH

19. DISPLAY REMARKETING NATIVE
MOBILE SHOPPING
SEARCH

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

22. Advertisers now have
more to get excited by.

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

24. This is where things get really powerful.

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

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

27. TARGETTING
FUNNEL

28. This is too complicated.

29. This is too simple.

30. Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
This is just about right.

31. Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy

32. Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy

33. What does this actually
mean for you?

34. GAMES
BACK TO THE

35. 32 Strategies in 20
Minutes.

37. Awareness Games

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

40. In-Display Ads appear at the top and/or side
when a user searches on YouTube.
@SamJaneNoble

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

42. Display ads on a CPC model can drive
thousands of impressions without a huge cost.
@SamJaneNoble

43. Advertising in the sidebars of Skype can be
great for driving awareness to businesses.
@SamJaneNoble

44. Instagram ads are disruptive by nature but with
the right messaging can entice.
@SamJaneNoble

45. Similar Audiences + Gmail Ads to target new
customers with the same demographic.
@SamJaneNoble

46. Consideration Games

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

48. @SamJaneNoble

49. Have a presence when potential customers
are looking for reviews, vouchers & discounts.
@SamJaneNoble

50. Likewise, you want to appear when the
potential audience searches for your brand.
@SamJaneNoble

51. Remarket to your YouTube channel audience
as they watch follow-up video content.
@SamJaneNoble

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

53. Expanded Text Ads are now out of BETA and
can drive significant increase in CTR.
@SamJaneNoble

54. Preference Games

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.
@SamJaneNoble

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

59. For location based businesses, including the
address in the ads can increase conversions.
@SamJaneNoble

60. Local Search Ads on Google Maps for desktop
can appear in the search results & on the map.
@SamJaneNoble

61. In the Google Maps mobile app, ads can
appear in the results & within the actual map.
@SamJaneNoble

62. Purchase Games

63. 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

65. The recently announced Promoted Pins in
Google Maps can drive footfall into the store.
@SamJaneNoble

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

67. Showcase Shopping ads can be used to
promote products & convert broad terms.
h/t PPC Hero

68. Retail sites should always utilise Schema to
enable Automatic Updates on feeds.
@SamJaneNoble

69. Dynamic Remarketing can be used for any
sector to show highly relevant display ads.
@SamJaneNoble

70. Black Friday themed ads paired up with
Countdown Ads to create urgency & sales.
@SamJaneNoble

71. Amazon makes it very easy for customers to
buy. Use Amazon Sponsored Ads to drive sales.
@SamJaneNoble

72. Use a platform such as Unbounce to create
dedicated landing pages for campaigns.
@SamJaneNoble

73. Loyalty Games

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

76. Use Customer Match with Gmail Ads to offer
loyalty discounts for existing customers.
@SamJaneNoble

77. Use search ads for the Brand+Rewards terms to
drive traffic into your site rather than another.
@SamJaneNoble

78. Use Hotel Ads to promote deals to existing
customers on Google.
@SamJaneNoble

79. Gmail Ads can be used to encourage existing
customers to book another destination.
@SamJaneNoble

80. RLSA competitor bidding means you can
capture audiences before they go elsewhere.
@SamJaneNoble

81. Advocacy Games

82. Advocacy
Customer Match
Gmail Ads –
Forward to Friend
Recommend a
FriendFacebook Ads
Remarketing for
Reviews

84. Encourage existing customers to ‘Forward to a
Friend’ using Gmail Ads with unique discounts.
@SamJaneNoble

85. Gmail Ads with Customer Match can also be
used to promote a Refer a Friend Scheme.
@SamJaneNoble

86. Use remarketing across platforms to generate
reviews from existing customers.
@SamJaneNoble

87. ATTRIBUTION
DON’T FORGET

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

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

91. THOUGHT
FINAL

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

93. Thanks
for listening.
@SamJaneNoble
E-mail: sam.noble@koozai.com
www.koozai.com
Tel: 0330 353 0300