BS932114:DIGITAL MARKETING AND BRANDING

CONTACT ME

Email
[email protected]
Tapping into Paid Traffic
Piyaporn Auemsuvarn, Ph.D
17 JUL 2023
OBJECTIVES

Deciding which digital advertising platform to choose

Setting up ads that “boomerang” traffic back to your site

Optimizing your paid traffic campaign

Website traffic refers to web users who visit a
website measuring in number of visits.

TRADITIONAL SHOPS DIGITAL SHOPS

 PAID TRAFFIC FORMS
I. Pay-Per-Click II. Paid ads on Social networks

Google ads Facebook

Banner ads Twitter

UNDERSTANDING TRAFFIC TEMPERATURE
People who have never heard of you or your brands/products/services.
Even we have no relationship with them but they could bring new
leads/sales to our business.

Strategy: Build trust and credibility to prove that our

brand/product/service is a worthy for them by offering valuable content
on your blog, podcast, or YouTube channel.

People who have heard about you or engaged with your brand but
haven’t bought from you. They may have read your blog, listened to your
podcast, or joined your email newsletter.

Strategy: Make entry point offers and gated offers to these folks to get
them in the door without much risk.

People who have bought from you at first-time/repeat buyers. They are
the customers we have already spent time, money, and energy to
acquire.

Strategy: Use paid traffic to sell more and more often to the customers
we already has in order to make profit maximizer.
Choosing the Right Traffic Platform
Big Six Traffic Platforms

I. Facebook

II. Twitter

III. Google

IV. YouTube

V. Pinterest

VI. LinkedIn
 Advantages of Big Six Traffic Platforms

I. Experience a large volume of users.

II. Have the necessary resources that give us the capability to scale
campaigns.

III. Ad interfaces are user friendly and easy to use.

IV. Targeting options are (usually) better than other traffic stores on
the web.

V. Allow us to target ads to people based on customer demographics,

interests, the keywords they’ve typed, the pages they’ve visited,
and VALS, etc.
Example: Selling swimming pools in San Diego
I. People who live in San Diego.

II. People who are interested in water

sports.

III. People who typed the query

“in ground swimming pool San Diego”
into a search engine.

IV. People who have visited

the in-ground swimming pool product page
on your website.
I. Facebook
1. Setting goal: send people to our website, promote our company
Facebook page, increase conversions on our website, get video views, etc.
2. Targeting the audience: Demographic, Geographic, Psychographic,
Behavioral segment)
Gender (e.g., male, female, others)
Age (e.g., <20, 21-35, 36-50, 50 up, etc.)
Gen (e.g., X, Y, Z, etc.)
Occupation (e.g., Lecturer, Celebrity, Researcher, Governors, Private Employee, etc.
Marriage status (e.g., single, married, separated, etc.)
Income (e.g., <15,000, 15,001 – 30,000, 30,001- 50,000, 50,000 – 100,000, 100,000 up, etc.)
Interest & Lifestyle (e.g., music, book, movie, sport, game, etc.)
Behavior (light, medium, heavy online users, utilitarian, symbolic-oriented, etc.)
(own, machine-learning algorithm)

3. Creating ad copy: attempts to segment markets according to individual values and

lifestyles (VALS) – innovators, thinkers, achievers, experiencers, believers, strivers, makers,
and survivors.
 Disadvantages
• More invasive
• Much more expensive than the past

Typical Users
• Gen Y, X, Z (18-65)**

https://www.everydaymarketing.co/trend-insight/insight-thailand-digital-stat-2022-we-are-social/

TIPs
Advantages • FB Ads Manager tool
• Biggest social media audiences • Use longer ads for cold audiences
• Offers a wide range of targeting options (Informative and value)
• Facebook Analytics gives you a lot of information
• Best suited for every business
• First choice for starting social media advertising
** = based on reference sources
 II. Twitter

Disadvantages
• Ads is relatively expensive
• Targeting is not as good as FB

Typical Users
• Gen Z (Less than 29 years old)**
• Cold traffic

TIPs
https://www.everydaymarketing.co/trend-insight/insight-thailand-digital-stat-2022-we-are-social/
• Short but very update
Advantages • Don’t mention a product or sell
• Great platform to run traffic to cold audiences Anything (Link to our website)
(drive awareness of our product/service/brand)
• Web Traffic Referral
• Less invasive
• PPC is quite cheaper ** = based on reference sources
 III. Google
Disadvantages
• Quite expensive (PPC)

Typical Users
• Vary

Tips
https://engaiodigital.com/google-ads/ • Include a call to action
• Use our keywords
• Ask a question
Advantages • Focus on benefits and speak to your
• Great traffic platform because we can present ads to prospects’ pain points
people when they are actively looking for a solution
• Less interruptive
• Less invasive
KEYWORD MATCH
TYPES

I. Exact match
II. Phrase match
III. Broad match
IV. Broad match modifier
V. Negative match
 I. EXACT MATCH
Our advert will appear for search terms only exactly the same as the keywords selected.

[lawn service]

If you have the exact-match keyword [lawn service] in your Ads campaign, the

only time your ad appears is when someone types the search query lawn service into Google.
 II. PHRASE MATCH
Our advert will appear only for search terms that have your keywords in them, in the same order, though
other words may also be in the search term.

"lawn service"

If you have the phrase “lawn service” in your Ads campaign, your ad could be triggered for the following
search queries:
-best lawn service
-lawn mowing service
-lawn service Austin
-lawn and landscaping service
-Dan’s lawn service and landscaping
III. BROAD MATCH

Our advert will appear for the keywords you have entered, as well as search terms that contain
your keywords and any other words in any order, as well as some variations of your keywords
such as misspellings and synonyms.

lawn service
-lawn mowing service prices
-lawn services near me
-lawn service name ideas
-creative lawn service names
While this can place your ad in front of a large audience, it may not place it in front of the
right audience. Because broad match can trigger so much, we don’t recommend it for
someone just starting out in Ads.
IV. BROAD MATCH MODIFIER

An additional targeting option that gives you tighter control than broad
match by excluding synonyms but including other versions of the word, such
as plurals. It’s implemented with a + before the keyword

+lawn +service

-lawn mowing service

-lawn and landscaping service
-professional lawn care services
V. NEGATIVE MATCH

Denoted by using a dash in front of the keywords; –negative means that

your advert will not appear in searches using that word, no matter what
other words are use

–poorest lawn service

 IV. YouTube
Disadvantages
• People are conditioned to skip ads
(have only 5 seconds to grab audience’s attention)

Typical Users
• Most YouTube users fall in the age group of 15-35**
Tips
• Responsive screen for mobile devices (>70%)
• Call out to our audience to grab attention
• Ask them a question
• Speak to pain point they are facing or
a benefit they are seeking
• Entertain them and give a reason to stay
by immediately providing values
Advantages
• Great traffic platform for building relationships with customers and prospects
• Move people from cold prospects to hot repeat buyers within this platform

** = based on reference sources

https://www.google.com/search?q=Youtube+ads&sxsrf=ALiCzsbCfWG5ARoRR_bSCMb6lJAn_Guvww:1664812678305&source=lnms&tbm=isch&sa=X&ved=2ahUKEwi-_7rCtsT6Ah
XvcGwGHS-LD-cQ_AUoAXoECAIQAw&biw=1366&bih=657&dpr=1#imgrc=oPo18xUrOGi5SM
 V. Pinterest Disadvantages
• Only up to 20 keywords are allowed to promote
in each pin

Typical users
• Most of them are 18-49 Years old**

Tips
• 15-20 keywords per promoted pin
• Choose the most relevant keywords by regularly researching
trends
• Choose the eye catching and high quality image
• Adding a simple, clear text overlay our image
• Vertically oriented
• 600 * 900 pixels
• Gives value to our targets by addressing their pain point
and demonstrating the benefits of our product/service/brand
https://www.google.com/search?q=promoted+pin+keywords&rlz=1C1CHZL_thTH1019TH1019&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjp5Ljxo8b6AhVXzHMBHXPVCU
cQ_AUoAXoECAEQAw&biw=1538&bih=938#imgrc=f21zyTJCAFE_tM

Advantages
• More than 367 million monthly active users worldwide
• Big and beautiful image platform
• Potential platform influencing
• Move people from cold prospects to hot repeat buyers within this platform
**https://www.omnicoreagency.com/pinterest-statistics/#:~:text=32%25%20of%20Pinterest%20users%20are,highest%20number%20of%20Pinterest%20users.
VI.
LinkedIn Disadvantages
• Its networks are quite limited for some
professional (e.g., blue collar)
Typical Users
Females account for 42.8% of the total LinkedIn users,
while 57.2% of LinkedIn users are male**

Tips
• Test variations of your ads to see which is the most successful.
• Consider our budget carefully.
• Sponsored InMail ensures we’ll at least be seen by our target, and display
ads are a good way to stay top of mind, but both can be quite expensive.
• Make sure you use all the selected characters for ad copy to describe your
service.
• Use images with the correct ratio so that they look good, both on desktop
and mobile
Advantages
• 810 million users*, Offers a large market to reach business professionals and B2B.
• Allows us to create and place adverts on
prominent pages on the LinkedIn website,
user’s home page, search results pages, group
• Self-service and premium options
• Pay when CPM or CPC basis **https://www.omnicoreagency.com/linkedin-statistics/

https://www.google.com/search?q=linkedin+ads+types&rlz=1C1CHZL_thTH1019TH1019&source=lnms&tbm=isch&sa=X&ved=2ahUKEwiN4-zBr8v6AhVuR2wGHXqZDzEQ_AUoAXoECAEQAw&biw=1920&bih=969&dpr=1#imgrc=GyAlQh9QQFdgZM
 CHOOSING THE RIGHT TRAFFIC PLATFORM

Can work in Work when you Use it if you have Can work in Can work when Can work when
almost any want to target a a proven offer almost any you’re selling you’re selling
market, unless younger market that has market, physical high-dollar B2B
the market isn’t or one that is performed well on especially if you products, products or
approved by the highly tech savvy. other traffic have an offer that particularly to services. Consider
Facebook TOS Twitter is a large sources, or an requires women, or if also advertising
(terms of platform with a offer that is demonstration or you’re creating on this platform
service), such as lot of users, so it difficult to target keyword content with lots when you’re
the vaping can work in in terms of targeting. of original or promoting a
industry. almost any prospects’ curated images. webinar to a B2B
market. interests or audience or want
https://www. demographics to reach people
facebook.com/pol and thus requires by their job title.
icies/ads/). keyword
targeting.
https://hypergrowthceo.com/best-social-media-platform/
CHECKING THE CONGRUENCY OF OUR
CAMPAIGN

Color scheme Imagery Size and color

Layout Font type

 เทรนดการตลาดสําคัญในป
2023

https://www.forbes.com/sites/matthewerskine/2022/08/05/what-is-a-trust/?sh=478c28814648
https://www.shutterstock.com/th/search/try
https://play.google.com/store/apps/details?id=com.statinnovations.treatappbeta&hl=th&pli=1
REFERENCES

-Deiss, R., & Henneberry, R. (2020). Digital marketing for dummies. John
Wiley & Sons.
-Stokes, R. (2013). eMarketing: The essential guide to marketing in a digital
world. Quirk eMarketing.