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The 2018 inbound marketer’s Paid Media Paid Media GUIDE TO Contents Paid Distri

The 2018 inbound marketer’s Paid Media Paid Media GUIDE TO Contents Paid Distribution the Inbound Way......................................................................................... 1 SOCIAL DISTRIBUTION CHANNELS Twitter..................................................................................................................................... 3 Facebook................................................................................................................................. 5 LinkedIn................................................................................................................................... 8 Instagram.............................................................................................................................. 10 YouTube................................................................................................................................. 12 DISTRIBUTION PLATFORMS AND NATIVE ADVERTISING Outbrain................................................................................................................................ 16 Taboola.................................................................................................................................. 18 Nativo.................................................................................................................................... 20 PAY-PER-CLICK Google AdWords................................................................................................................... 23 The 2018 Inbound Marketer’s Guide to Paid Media Content floods every distribution channel in such high volumes, it literally exceeds our human capacity to consume it all. As a result, brands find it nearly impossible to organically connect with the right people, and people are overwhelmed and frustrated by the arduous journey they face to find the right information. Paid content distribution is a bridge above the swelling sea of content that connects brands with target audiences to help the right information find the right people. But for paid content distribution to work, it must follow inbound philosophy. By definition, paid content distribution is the practice of paying to have your content placed in front of as many people as possible. But successful content marketers know, the No.1 priority isn’t reach (albeit that’s important). It’s creating highly engaging, personalized content that delivers value to its intended audience. Before launching a paid content distribution campaign, dig deep into persona research to clearly define exactly whom you will be targeting. As you’ll see, these powerful distribution channels offer immense filtering capabilities to zero in on specific groups and individuals. Once campaigns launch, track and measure results to gain new insights on your target audience and which campaigns resonate best with them. Feed this information back into your content marketing strategy to refine content, better connect with audiences and maximize the efficacy of each campaign. 1 The 2018 Inbound Marketer’s Guide to Paid Media Paid Distribution the inbound way Social DISTRIBUTION CHANNELS AWARENESS You want as many people as possible to see your tweet. • What you pay for: number of impressions (CPM) FOLLOWERS You want to build an engaged audience to amplify your message. • What you pay for: followers you gain PROMOTED VIDEO VIEWS You want more people to see your videos or GIFs. • What you pay for: number of promoted video views WEBSITE CLICKS OR CONVERSIONS You want people to visit and take action on your website. • What you pay for: number of website link clicks TWEET ENGAGEMENTS You want to maximize engagement and get more people talking about your business. • What you pay for: only the initial engagement 3 The 2018 Inbound Marketer’s Guide to Paid Media Twitter Ideal for B2C or anyone targeting individuals in the media industry (marketing, media, entertainment), Twitter helps marketers generate more traffic to posts, grow email subscriber lists, and drive leads to downloadable collateral on their website. CAMPAIGN TYPES TARGETING OPTIONS Target by language, gender, interests, followers, devices, behaviors, tailored audiences, keywords and geography. • Target users whose interests broadly align with your business • Target the followers of relevant accounts to reach people who are likely to be interested in your content • Reach high-intent audiences based on shopping and spending patterns • Tailored Audiences use your own CRM lists to reach specific groups of users on Twitter • Deliver timely messages to users based on what they’ve recently Tweeted or engaged with BUDGETING AND BIDDING Twitter Ads are priced using an auction model. Advertisers have three options to choose from when determining how to set bids for their campaigns: • “Automatic bidding” auto-optimizes bids for a given campaign objective and budget on the advertiser’s behalf. Twitter will attempt to enter the advertiser in auctions with the lowest bid possible, while also delivering on the advertiser’s overall campaign objectives. • “Maximum bidding” allows advertisers to manually select how much a click or engagement is worth to their business. • “Target bidding” allows you to average out a specific price per engagement. Twitter will optimize your bids to achieve this average cost target. TRACKING AND MEASURING TWEET ACTIVITY DASHBOARD • Impressions, organic vs. promoted activity, engagement metrics ACCOUNT HOME • Tweet performance, follower growth, profile visits CONVERSION TRACKING FOR WEBSITES • Add website tags to your site’s pages that track a customer’s journey from Twitter and through your site BRAND HUB • Track your share of conversation across all advertising channels (only available to select large brand advertisers and medium-sized businesses) AUDIENCE INSIGHTS DASHBOARD • Demographics of your followers 4 The 2018 Inbound Marketer’s Guide to Paid Media CAMPAIGN TYPES SPONSORED POSTS Appear directly in news feed of targeted audiences. Increase engagement/awareness; promote a specific launch or event among followers and their friends. FACEBOOK ADS Appear directly in news feed on desktop or mobile OR in the right-hand column of any page on Facebook. Ideal for generating page “likes” across a broad audience. Facebook Ideal for B2C, B2B and targeting hyper-local consumers. The best balance between targeting capability and spend. Facebook is the most powerful social media driver of referral traffic to a publisher’s website (three times more effective than all other social media combined2) and the driver of a quarter of all Web traffic. Also powerful source of top-funnel lead generation. 5 The 2018 Inbound Marketer’s Guide to Paid Media AD FORMATS VIDEO • Video ratio: 9:16 to 16:9 • Video File Size: 4GB Max • Video Length: up to 240 Minutes • Video Captions: Optional but recommended • Video Sound: Optional but recommended • Text: 125 characters • Headline: 25 characters • Link Description: 30 characters IMAGE • File type: jpg or png • Image ratio: 9:16 to 16:9 • Images that consist of more than 20% text may experience reduced delivery. • Text: 125 characters • Images cropped to 1.91:1 • Headline: 25 characters • Link Description: 30 characters COLLECTION • Minimum Image Width in Pixels : 400 • Minimum Image Height in Pixels : 150 • Aspect Ratio Tolerance : 3% CANVAS • Minimum Image Width in Pixels : 400 • Minimum Image Height in Pixels : 150 • Aspect Ratio Tolerance : 3% CAROUSEL • Number of cards: 2-10 • Video maximum file size: 4GB • Video length: up to 240 minutes • Image maximum file size: 30MB • Recommended ratio: 1:1 • Text: 125 characters • Headline: 40 characters • Link Description: 20 characters SLIDESHOW • Video ratio: 9:16 to 16:9 • Video File Size: 4GB Max • Video Length: up to 240 Minutes • Text: 125 characters • Vertical videos (with aspect ratio taller than 2:3) with or without a Call to Action link may be masked to 2:3 Lead Generation: an image, video or carousel ad Offers: an image, video or carousel ad Post Engagement: boost an already existing page post Event Responses: image or video ad Page Likes: image or video ad 6 The 2018 Inbound Marketer’s Guide to Paid Media TARGETING OPTIONS Target people who like your page, their friends or people you choose through filtering. NOTE: Targeting details cannot be adjusted mid- campaign, so target wisely. CORE AUDIENCES Select your audience manually based on characteristics, like demographics, location, interests and behaviors. CUSTOM AUDIENCES (people you’ve already connected with, such as website visitors) • Customer contacts • Website traffic • Mobile traffic LOOK-ALIKE AUDIENCES (people you haven’t already connected with) • People who will likely be interested in your business • Based on similarities they share with your current contact list BUDGETING AND BIDDING Estimated Average CPC: $0.503 NOTE: Budget size will determine audience reach. RUN AD CONTINUOUSLY • Fixed lifetime budget (spending automatically paced) RUN AD FOR A SPECIFIC LENGTH OF TIME • Daily budget (spending automatically paced) TRACKING AND MEASURING Click “See Results” at the bottom of a post or visit Facebook’s Ads Dashboard, Page Insights OR use Google Analytics. FACEBOOK ADS DASHBOARD • Ad overview • Ad impressions • Ad engagements • Ad editing (including copy and images) • Filter results by people or location to collect key demographic information PAGE INSIGHTS • Page likes, impressions and interactions GOOGLE ANALYTICS • Create/embed a custom campaign link to distinguish organic from paid website traffic • Create/embed a conversion pixel to track conversions while targeting 7 The 2018 Inbound Marketer’s Guide to Paid Media CAMPAIGN TYPES SPONSORED CONTENT Paying to boost a piece of published content. • Choose a specific post or create a post (click “Create Direct Sponsored Content”) SPONSORED INMAIL Sending highly targeted messages directly to LinkedIn member inboxes (available with a larger budget spend). TEXT ADS Ads with text and thumbnail. DYNAMIC ADS • Personalize with profile data • Double the click-through rate of traditional display ads LinkedIn Ideal for B2B and targeting specific individuals and audiences in the professional and executive business realm, LinkedIn offers the most filtering options, enabling marketers to reach high-value audiences and individuals (“the right click” instead of “many clicks”). 8 The 2018 Inbound Marketer’s Guide to Paid Media TARGETING OPTIONS MATCHED AUDIENCES • Website targeting: re-engage website visitors • Contact targeting: upload your email lists • Account targeting: account-based marketing TARGETING OPTIONS • Company - Company name - Company size - Industry - Followers - uploads/Litterature/ guide-to-social-media.pdf