“So when it comes to paid media. The biggest thing that i see is there there s just too many options out there. Nowadays. There s way too.
Many options are really really confused. They don t know where to start. And then where to finish where does this customer journey of paid media started and how do you go along until the point. Where you re maxing out you ve got everything running you re really at this point.
Where you re saturating. The market fully also what s the difference between paid media for a product with an existing market or a service with an existing market and then paid media for a new product or a new service. Where there is no awareness that s what i m going to talk about today. When i talk about the paid media journey.
So let s go ahead and dive into it okay. So today. We re talking about the paid media journey. What does it look like from start to finish.
Let s go ahead and get into this so. The first thing is usually people will start with paid media within google ads. Okay so they go into google ads. They re gonna want to set up an account.
But how do you get started so that you really maximize that account you get the biggest return for your money. So you just have a few thousand dollars. That you re gonna be spending a month. Well one of the main things you can do is just set up the exact match through google ads.
So what are those ten keywords that you really really know are gonna have intent for people that are going to be actually looking for your product or your service. What are those ten that you actually know that people are going to be like if i search for this i m gonna come in i m gonna click on it i m gonna convert it you ve got a great chance for that so the first thing you want to do is set that up exact match within google adwords so that you re showing up for those biggest terms. Then following that these ten keywords are going to go from exact match to phrase and then to broad match right so exact is when people are searching exactly for that term phrase and broad are a little bit more loose as far as how the ads are being served from that keyword. But you want to start with exact match within just google ads and then you re gonna build out that account and usually search is the best place to start within google ads because that s the biggest network.
People are coming in they re looking for your product or service. So after you ve done that and you ve kind of maxed it out from exact match. And then now you re starting to do broad and you re starting to do phrase. And you re starting to really grow the size of that account eventually you re gonna get to this point.
Where you ve saturated. If you get really big and good budgets and your business. Is doing really well and all these things are going great eventually within paid media. You generally get to a point where there s the law of diminishing returns within google ads okay you re gonna max it out and you re gonna want to be looking for different sources so that you can drive revenue to your website.
So that you re not just relying on one source. So what do you do next well the next. Logical thing to do is to take this google ads account and then to replicate this into b. Now.
Bing. Does better for certain demographics. Generally bing will come installed on some computers. And you ll have being as part of microsoft products and usually an older demographic will not an uninstall that and switch.
The search engine within that browser. This actually works really really well for certain spaces. Bing is not as big as google right it s not as big as google as it doesn t have the reach so you can take google ads. Then you can go into bing.
And now. This is going to give you a whole new network. That you have which is you know somewhere between nineteen percent and you know thirty percent. You know it as far as you know as as large as google ads.
So now you get into this and a lot of cases it s less competitive because more people are spending on google ads so you start on bing. You do that same thing exact match again you get that working then you go into phrase. Then you re gonna go to broad and then you re gonna back set up that account so now you ve got google ads and you ve got being working for you these are both highly searched you know highly intent driven ad. Serving networks.
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Where you re going to be able to establish basically leads and or revenue come in so. What do you do after that well. At this point. And maybe even a little bit sooner depending on where you are within the business cycle.
You re gonna want to set up remarketing. So that s somebody who comes to your website. They come to all of the site or a specific set of pages and then you cookie them and then you remark. It to them.
Now. There s a lot of different things that go into remarketing such as are you only remarketing to people who go to the thank you page on your website right they fill out a leap are you only remarketing to people who go to the service pages on your website are you marketing to everybody who went to your website are you only remarketing to new users are you remarketing to returning users who have been to your site. Five times to show higher intent. There s all these different ways you can slice and dice remarketing.
You want to keep that in mind. The commerce site are you only remarketing to people who have been to this segment of products or this specific product with ads for just this certain product also how many times are you hitting them in this remarketing sequence in one of the ads look like for example on youtube. Right now. I have a series of six or seven ads that get followed it gets served to people as a remarketing sequence to people who went to a specific service.
Page. Or a contact page right. That s been really really effective. So you got to kind of know how to do that but let s get back to this and remarketing.
This is the next step right this is step three right here. Really you re going to want to set up remarketing within. The google network the facebook network youtube and linkedin. Linkedin of course is more b2b and instagram so these are big networks and there s other ad networks out there too i m not gonna get too much into those in this video.
But mostly these these remarketing areas are definitely something that you want to set up what happens is is paid media gets bigger exponentially over time if you continue to invest in it through this you re building audiences right you re building data you re building audiences you re building. Things that you can serve ads to throughout the future. So this click turns into a piece of data that you can use forever. And it s up to you as the really smart marketer to decide how do you want to use that data for example.
What a lot of people will do is a 30 60 or 90 day remarketing window through each of these networks. And what you ll want to be watching here is what s the conversion rate for each of these networks and usually what happens is within the first 30 days. The conversion rate might be 1 on all that traffic. Then it s 2.
Then it s three then it s four at the end of the 90 day window. You just took visitors who were converting only at 1 and in that same data now they re up to a much higher level. So now you ve got google ads going. It s got being going we ve got a remarketing going we re running a pretty good campaign here at this point right.
But what we haven t talked about is usually the next step within an industry where there s an existing market right there s already existing market. We re not creating a market. We haven t talked about the next step in the next step is audiences and really the web and google and bing and facebook. They re all trying to go towards audiences and less keyword based.
So let s talk about that so we talked about building audiences. Within facebook. You can take this data right from all the people who have visited your website and or you can upload a list of people if you have the ability to do that and or you can run ads through facebook and cookie people. And you can use that to build an audience.
So you can use that to build an audience and then you ve got that audience that you can you can reach out to so that s kind of like a remarketing audience. But also you can do the look alike audience. I know a lot of people have heard about that but really what it comes down to is you want to be pushing out awareness ads getting people to interact with those ads. If they ve interacted with those ads create a remarketing sequence for those ads within a certain window.
Whatever works. The best for you and what i ve seen lately is a lot of people have way too short of remarketing windows especially in sequence windows customer journey windows especially for facebook when it comes to this platform. If you just fire up something and expect to get a return within the first 30 days. Even 60 days.
You re gonna be disappointed. It takes work to make it happen. And do it right right all digital does otherwise everybody would be a millionaire. But with facebook in particular and instagram really you need to build these remarketing audiences and then and build these audiences and then create the the look alikes and then and then continue to expand and have this program kind of grow over time also within google they have similar audiences so within google you can do the same type of thing.
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If you ve got a hundred thousand people who have gone to your service page for something you re trying to sell or a hundred thousand people who have gone to this segment of categories. You can build a similar audience off of that the same characteristics you can also layer that similar audience with other things things like what is the location of the person. What is the gender of the person you can you can get fairly granular with some of that stuff high income or a low income right. These things are things that you can do so if within this similar audience.
And these look alike audiences you now use this as kind of your awareness engine. So now you re building awareness through these and then they re coming in they get into that remarketing sequence. And then finally kind of get into this area here. Now we talked about kind of what it looks like from the paid media perspective.
You know one through four. But what happens if you re in a new industry. This is a new industry. There s not a demand real really what s kind of interesting is you pretty much just flip this upside down when you think about it because you have to create awareness nobody s gonna be searching for you for exact keywords right nobody s gonna be searching for the exact term that has to deal with you because it just doesn t exist so then it becomes your responsibility to create the awareness for it and some of the best ways to create awareness right now are through facebook are through instagram are through the google display network.
Other display networks as well youtube. Incredibly inexpensive right now get in front of thousands of people from hundreds of dollars and then programmatic okay so programmatic and there s a lot of different ways to do program at it. But it s all this extra inventory out there where you can get massive awareness of course. It s kind of broad awareness that doesn t really convert well and that s why if you have an existing industry.
It s usually the last thing people do. But if you have a new industry. It s usually somewhere a little earlier. But still not always the best return right.
It s a big awareness so it kind of depends on what your market is as well. So we talked about paid media here we talked about the paid media journey and and really you know the most important thing. I think to think about is pay media. It really does kind of work like this so you ve got your area right here your area right here in your area.
Right here. And what this is is this is awareness right. This is where people are finding out about your product. Ok.
This is consideration. People are considering it you re nurturing them through here. Finally. You ve got conversion and then right here.
You ve got remarketing and all of this stuff kind of just continues to compound right. So you re investing in here. You re investing in here you re investing in here. You re investing here.
Generally you want your marketing dollars to be about 10 of revenue for the company right so. What s 10 of revenue. That s your marketing dollars. Usually your paid media budget is a pretty big piece of that depending on the type of the company.
It could be somewhere between 90. And 30. You know and everybody acquires customers in different ways. So it s kind of hard for me to generalize there.
But the main thing i would say is continue to scale it right continue to invest more and pay me to build awareness build audiences right build similar audiences. And it s gonna really snowball over time until the point. Where you ve got a program that s just bringing in clients. While you re asleep.
So i hope like this video on paid media and the paid media journey. There s certainly a lot that you can do within paid media. Today. If you like this video give me a like give me a comment on how you re gonna use this and if you have any questions on how a paid media works.
I ll be happy to answer them have a great day ” ..
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description:
“Paid media is changing faster than ever. In this video, John Lincoln covers starting with a small paid media campaign and the journey to a mature campaign. Lincoln also covers new or mature markets and how your paid media strategy differs for each one. This is one video that can help anyone getting started with paid media in 2019. This video covers Google Ads, Facebook, Instagram, programmatic, YouTube and more.n Subscribe: https://bit.ly/2AuX8o5nLearn more on our blog: https://ignitevisibility.com/nIgnite Visibility is a premier Internet marketing company based in San Diego, CA.nnn#digitalmarketing #internetmarketing”,
tags:
Paid Media, Paid Media 2019, PPC 2019, PPC Company 2019, Paid Media Strategy 2019
