How to Win at Paid Media in 2017 (Ignite Visibility Webinar)

TL;DR

Winning at paid media in 2017 requires mapping the customer journey and matching Google AdWords, Facebook, LinkedIn, YouTube, remarketing, programmatic advertising, and display campaigns to revenue and lead goals. Google accounted for 41% of U.S. digital revenue, while LinkedIn offered precise B2B targeting and remarketing helped re-engage familiar audiences. Read on for platform-specific guidance and a framework for building a revenue-driving strategy.

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 can businesses win at paid media in 2017?

Start by defining revenue and lead goals, identifying the customer, and mapping the journey from the ad through the landing page, funnel, and checkout process. Then evaluate platforms such as Google AdWords, Facebook, LinkedIn, YouTube, programmatic advertising, and the display network according to the quality of the revenue streams they can produce.

Q: How can businesses save money with Google AdWords?

Treat conversion tracking and campaign performance as central to deciding where advertising money should go. The webinar focuses on Google AdWords because it was the dominant online advertising platform, accounting for 41% of U.S. digital revenue and approximately 78% of search revenue.

Q: Why are LinkedIn ads effective for B2B marketing?

LinkedIn lets advertisers target professionals by job title, industry, and company size, helping B2B services reach decision-makers. Conversion tracking and matched audiences further support campaign measurement and optimization.

Q: How can Facebook ads generate revenue?

Facebook supports people-based targeting that uses user data to reach precise audiences. Campaigns also depend on strong creative because users may be discovering an offer rather than actively searching for it.

Q: What are the benefits of remarketing?

Remarketing reaches people who have already interacted with a brand and are familiar with it. Advertisers can segment those audiences and tailor messages, reminders, or incentives to move potential customers further through the conversion funnel.

Q: Why are YouTube ads popular?

YouTube combines extensive audience reach with search capabilities, creating opportunities for both brand awareness and direct-response campaigns. Its ads benefit from engaging video creative and targeting based on factors such as interests and placements.

Q: How does programmatic advertising improve targeting?

Programmatic advertising enables real-time bidding on individual ad impressions through demand-side platforms. This automated approach uses audience data to deliver ads to relevant demographics and behavioral groups more efficiently.

Q: Why should advertisers map the customer journey before choosing paid-media channels?

Journey mapping shows where engagement begins, where customers convert, and how advertising touchpoints connect. It should cover the path from the ad to the landing page, funnel, and checkout, as well as conversion destinations such as a physical store, lead form, commerce system, or app download.

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.