How to Excel in Paid Media Strategies 2017

TL;DR

Learn how to effectively utilize paid media platforms like Google AdWords, Facebook, LinkedIn, and YouTube to increase revenue and drive leads. The webinar covers advanced targeting techniques, remarketing strategies, and the use of programmatic advertising to optimize campaign performance. Understand the importance of mapping customer journeys and aligning advertising strategies with business goals for maximum ROI.

Transcript

okay everybody thanks for coming today this is John Lincoln I'm CEO of a night visibility and today we're going to be talking about how to win in paid media in 2017 some really exciting stuff I have been working with a couple members of our team to put together this deck they definitely did a lot of the heavy lifting but I think you're going to wal... Read More

Key Insights

• Google AdWords dominates online advertising, accounting for 41% of US digital revenue.
• LinkedIn ads are effective for B2B services due to their professional targeting capabilities.
• Facebook ads excel in people-based targeting, leveraging user data for precise audience reach.
• YouTube is both a video platform and the second-largest search engine, offering unique advertising opportunities.
• Remarketing targets users familiar with your brand, increasing conversion rates.
• Programmatic advertising allows real-time bidding on individual impressions, enhancing targeting efficiency.
• Creative quality is crucial in Facebook and YouTube ads to capture user attention and drive conversions.
• Mapping customer journeys helps align advertising strategies with overall business goals, optimizing ROI.

Questions & Answers

Q: How to optimize Google AdWords campaigns for better ROI?

To optimize Google AdWords for better ROI, ensure accurate conversion tracking to measure true campaign performance. Leverage smart bidding strategies like 'maximize conversions' to automate bids based on conversion data. Use audience data to refine targeting, and regularly audit campaigns to eliminate budget constraints and keyword cannibalization.

Q: What makes LinkedIn ads effective for B2B marketing?

LinkedIn ads are effective for B2B marketing due to their ability to target professionals based on job titles, industries, and company sizes. This precise targeting allows businesses to reach decision-makers directly. The platform's recent introduction of conversion tracking and matched audiences further enhances its capability to optimize and measure campaign success.

Q: Why is creative quality crucial in Facebook and YouTube ads?

Creative quality is crucial in Facebook and YouTube ads because these platforms are highly visual and users are often in a discovery mode, not actively searching for products. Engaging visuals and compelling messaging can capture attention, increase engagement, and drive conversions. Poor creative, on the other hand, can lead to ad fatigue and wasted ad spend.

Q: How does programmatic advertising improve targeting efficiency?

Programmatic advertising improves targeting efficiency by allowing advertisers to bid on individual impressions in real-time through demand-side platforms. This automated process uses data insights to target specific demographics and behaviors, optimizing ad delivery to the most relevant audiences. The integration of machine learning further enhances targeting precision and campaign performance.

Q: What are the benefits of remarketing strategies?

Remarketing strategies benefit businesses by targeting users who have previously interacted with their brand, increasing the likelihood of conversion. By segmenting audiences based on their engagement level and tailoring messages to these segments, businesses can re-engage potential customers, offering incentives or reminders that drive them back to the conversion funnel.

Q: How can businesses leverage YouTube as an advertising platform?

Businesses can leverage YouTube as an advertising platform by creating high-quality, engaging video content that captures viewer attention within the first few seconds. Utilizing YouTube's targeting options, such as interest-based and placement targeting, allows advertisers to reach specific audiences effectively. The platform's extensive reach and search capabilities make it ideal for both brand awareness and direct response campaigns.

Q: What role does mapping customer journeys play in advertising strategies?

Mapping customer journeys plays a crucial role in advertising strategies by helping businesses understand where and how customers interact with their brand. This insight allows advertisers to align their campaigns with customer needs and behaviors, optimizing ad placements, messaging, and channels for maximum impact and ROI. It ensures that advertising efforts are cohesive and targeted throughout the customer lifecycle.

Q: Why is it important to regularly update customer lists for remarketing?

Regularly updating customer lists for remarketing is important to ensure that campaigns target the most relevant and recent audience segments. Fresh data allows for accurate targeting, improving campaign effectiveness and preventing ad fatigue. It enables advertisers to reach new potential customers and re-engage existing ones with timely and personalized messages, enhancing conversion rates.

Summary & Key Takeaways

• Google AdWords is a major player in digital advertising, offering advanced targeting and audience reach. Businesses can leverage its vast network to optimize ad spend and increase revenue. Understanding recent updates, like closed variant expansion and store visits tracking, is essential for maximizing campaign performance.

• LinkedIn ads are particularly beneficial for B2B services, allowing advertisers to target decision-makers based on job titles, industries, and company size. Recent developments, like conversion tracking and matched audiences, enhance optimization capabilities, making LinkedIn a formidable platform for professional networking and lead generation.

• Remarketing is a powerful strategy across platforms like Google, Facebook, and LinkedIn, targeting users who have previously interacted with a brand. By segmenting audiences and offering tailored messages or incentives, businesses can re-engage potential customers, driving them further down the sales funnel and increasing conversion rates.