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1、7 best practices B2B advertisers can pull from theirpaid search campaigns to find success on CTVThe Search Marketers Guide to Connected TV.Your ad mix is lacking.While your search marketing chops are finely honed to capture demand,how are you generating new demand?Enter:Connected TV.TV is now a perf
2、ormance channel and a valuable one at that.Not only is it the perfect complement to your paid search campaigns(dont worry,we love paid search as much as the next marketer!),but its easier to get started than you may think.This guide will help outline how to translate your tried-and-true best practic
3、es from paid search to Connected TV so you can start generating that demand.Well review seven tactics you can use to find success on this new platform.Introduction.THE SEARCH MARKETERS GUIDE TO CONNECTED TV 310 A/B Test to Find What Works11 Make Relevancy a Key Component12 Maintain Brand Safety07 Op
4、timize Your Budget06 Create a Sophisticated Campaign Structure13 Remove Creative Barriers09 Use Your Existing Keyword TargetsWhy CTV for B2B?04The Growth of B2B Ad Spending057 Best Practices to Make the Jump from Paid Search to CTV06Table Of Contents.THE SEARCH MARKETERS GUIDE TO CONNECTED TV 4You a
5、re no longer limited to a select few contextually aligned shows whenit comes to targeting a B2B audience on TV.Now,CTV offers a variety of targeting options so that you can be assured that you are reaching your targets.You can also use your own data on the TV screen.Use pixel data to retarget those
6、who have visited your website but have yet to convert.or upload an email list to reach your loyal customers with specific messages and offers.Look for a platform that offers you access to third-party audience providers,such as Oracle.You can use these targets to get specific,much like you would on L
7、inkedIn.Target by title,company size,etc.This type of targeting is essential for prospecting campaigns and helps generate demand for your product of services.While video has either not been a consideration,or a barrier to search marketers in the past,there are now solutions that dont require engagin
8、g an expensive creative agency.CTV allows you to track cross-device site visits and conversions so you can easily track the performance of your campaigns.Precision TargetingFirst-Party TargetingThird-Party TargetingAffordable Video CreativeMeasurementThe thought of TV advertising for your B2B busine
9、ss may be giving you pause.We get it.Historically,TV has not been a top-performing channel for B2B businesses due to the challenge of targeting(hello,Sunday afternoon golf)and measurement.Connected TV has changed the game,making the living room screen not only a viable but valuable advertising solut
10、ion for B2B business.Now TV can truly address your needs,thanks to:Why CTV for B2B?THE SEARCH MARKETERS GUIDE TO CONNECTED TV 5As business starts to return to pre-pandemic levels,B2B companies are starting to spend on advertising again.According to eMarketer,the growth and projected growth over the
11、next year show this return leading to a digital advertising plateau in 2023:With this in mind,CTV is an untapped market for B2B businesses thatcan help create demand and even increase the performance of your paid search channel.It represents an incremental opportunity that could give B2B marketers a
12、n edge.US B2B Advertising Forecast 2021(eMarketers,July 29,2021)B2B Ad Spending is Growing.20224.6%202111.2%202016.1%20230.8%THE SEARCH MARKETERS GUIDE TO CONNECTED TV 601 Create a Sophisticated Campaign StructureYour paid search account most likely has a structure to address the fullsales funnel.Fr
13、om campaigns to address each layer of the funnel to afinely honed organizational system by campaigns,ad groups,etc.,yourpaid search account reflects your specific goals and time-tested strategies.The good news is,there is no need to reinvent the wheel when makingthe jump to Connected TV.There is a c
14、ommon misconception that much like its older counterpart,Linear TV,CTV can only capture the upper funnel.However,with a performance-focused ad platform,you can target eachpart of the sales funnel.Heres how:As with your paid search campaign,remember to segment audiences,budgets,and creatives by campa
15、ign to maximize performance and align with your business goals.7 Best Practices.Create a prospecting campaign using broad audience targeting.Why is this important?This helps create new demand for your product or service.Top-of-funnelLight up a CRM campaign to focus on lapsed users,loyal customers,et
16、c.Just like your paid search campaign,you can reach these specific groups with the messages relevant to them.Mid-funnelUse a retargeting strategy to encourage viewers to convert.Lower-funnelTHE SEARCH MARKETERS GUIDE TO CONNECTED TV 702 Optimize Your BudgetAs much as we talk about CTV all day,we kno
17、w the importance of a solid search strategyMNTN has our own extensive search campaigns.However,we occasionally hear from our marketing peers that they just dont have the budget to test CTV,but were not convinced.The first place you should be looking for that experimental budget is within your paid s
18、earch campaignsspecifically from the keywords that arent performing.Solely focusing on paid search can run the risk of plateaus.While paid search is an essential tool for capturing demand,it does not create new demand.CTV on the other hand generates new demand.Your marketing strategy can benefit fro
19、m this net new channel by avoiding the dreaded demand plateau.Rather than broadening your paid search campaigns,spend those dollars on CTV:Paid search and Connected TV work hand-in-hand.While CTV generates the new demand,paid search can capture the generated interest.Sowhile you may be removing some
20、 dollars from your paid search campaign,youll be increasing the performance of the campaigns you are runningby implementing the complementary tactic of CTV advertising.For New Leads:Reach net new customers(and generate that demand!)with a prospecting campaignFor Existing Leads:Retarget your existing
21、 leads on a new device7 Best Practices.THE SEARCH MARKETERS GUIDE TO CONNECTED TV 8Case Study:National Business FurnitureCTV creates a halo effect around the paid search and social campaignsyou are already running.National Business Furniture added CTV to their media mix and saw an increase in the pe
22、rformance of their other channels:7 Best Practices.Assisted PaidSearch ConversionsAssisted Facebook ConversionsConversion ValueConversion Value61%80%86%131%Paid SearchFacebookTHE SEARCH MARKETERS GUIDE TO CONNECTED TV 903 Use Your Existing Keyword TargetsAs a search marketer,you live and breathe key
23、words.You know what works for your brand:using broad search terms to capture a wider audience and then narrowing the focus to more specific keywords and phrases to capture those high-intent users.With a performance-focused CTV platform,your keywords can act as a guide to sorting through the tens of
24、thousands of available third-party audiences.Take a look at what keywords are performing best for your business.What is the intent behind them?From there you can search for the audiences that will have that intent and create a prospecting campaign to generate new demand.The new leads generated from
25、this upper-funnel focused campaign can then be retargeted on the TV screen to help guide them down the funnel.7 Best Practices.You can get granular with your pixel data,segmenting by metrics like time spent on site,number of pages visited,and more.TipTHE SEARCH MARKETERS GUIDE TO CONNECTED TV 1004 A
26、/B Test to Find What WorksWhat is a marketing campaign without continual testing?We love a good A/B test as much as the next marketer and thats not just limited to the computer screen.Your paid search marketing likely involves testing of key campaign components like:When you start to explore CTV,you
27、r campaigns should follow this same strategy.A/B test your creative to see which elements drive conversions.Look to also include some audience testing through campaign segmentation to make your CTV campaign as successful as possible.As you start to explore CTV options for your business,be sure to se
28、lect a platform that can offer the ability to A/B test since not all platforms have this feature.Your selected platform should easily allow you to run a true A/B test to decipher which creative is performing better.Some platforms,such as Performance TV,also offer multivariate testing so that you can
29、 assign a specific weight to each creative(ex.75%of your audience will see video asset A and 25%will see video asset B).7 Best Practices.Ad CopyLanding PagesBid StrategiesTHE SEARCH MARKETERS GUIDE TO CONNECTED TV 1105 Make Relevancy a Key ComponentThe obsession with ad scores is real.This number tr
30、anslates to therelevancy of your campaigns.The title,description,and landing page experience all need to align to maintain a high ad score.On CTV,relevancy is just as important.Your video creative,MNTN Multi-Touch(an expansion of your message on Connected TV beyond television to other household devi
31、ces including mobile phone,tablet,and desktop),and landing page experience all need to align,just like your paid search campaign.When launching your first CTV campaign,be sure to look for an ad platform that allows you to target CTV viewers across multiple touchpoints to extend your message.To ensur
32、e relevancy,make sure to focus on creative best practices:Tie your MNTN Multi-Touch ads back to your CTV commercial through related imagery.This will ensure that you spark ad recall.Keep tone,color palette,message and call-to-action in mind(and consistent)when designing any accompanying ads across o
33、ther household devices.Ensure these elements also carry over to your landing page to complete the unified experience.This consistent messagingcan lead to an increased campaign performanceof up to 8x.7 Best Practices.THE SEARCH MARKETERS GUIDE TO CONNECTED TV 1206 Maintain Brand Safety A key consider
34、ation for any type of advertising in the digital world isbrand safety.Paid search has historically been a secure option.Googleisnt looking to damage your brand,plus you can layer on negative keywords that you dont want your brand associated with.CTV is a brand safety haven.While historically CTV has
35、 had less fraudthan other digital channels,there are additional measures you can taketo ensure your brands safety.When making the jump to CTV,be sureto select an ad platform that offers:7 Best Practices.Your ad should run on recognizable premium networks,such as ESPN or Discovery+It should not be sh
36、own on YouTube or longtail,niche channels,such as“The Belly Dancing Channel”This ensures that everyone sees your full ad rather than being able to skipafter the first few secondsYour CTV ads should run on TV screens to capture the impact of television advertising,allowing you to combine brand safety
37、 and prestige.Ensure your campaigns arent being served heavily on mobile or desktop.Inventory on Premium NetworksNon-skippable Ad FormatsLiving Room QualityTHE SEARCH MARKETERS GUIDE TO CONNECTED TV 137 Best Practices.07 Remove Creative Barriers Perhaps the biggest barrier we hear as CTV proponents
38、is the creative.Paid search assets are simplewrite the ad copy and youre ready to go.New tactics and testing only require an update to the copy and the creative management is easy since all thats required is updating the copy in the UI.But now that you know the halo effect of running CTV along with
39、your paid search campaign,what is the best way to manage video assets?Creative management for CTV is just as simple as paid search.Upload a new video asset to the UI and you are ready to update or launch your campaign.If you dont have video assets on hand,start by checking with your social team.You
40、may be able to repurpose their video assets to start testing CTV right away.Otherwise,look for non-agency solutions that allow for easy creative updates.Gone are the days of engaging expensive creative agencies.Instead,services like Maximum Effort and QuickFrame are pioneering a faster,simpler creat
41、ive process.Youll be able to launch quickly,make creative updates to continue to test,and still have budget to apply tothe campaign spend.A simple solution to get started and allow for necessary creative refreshes is MNTNs Creative-as-a-Subscription(CaaS).With CaaS,you can get a continuous supply of
42、 Connected TV creative included with your media investment,making Performance TV as accessible as paid search andsocial.With a variety of packages,youll be equipped with new videoassets on a quarterly basis,and can even launch with multiple ads toget started on A/B testing(hello,tip#4!)right away.Co
43、nnected TV is an untapped performance channel for B2B advertisersthat can be easily activated with tried and true paid search best practices.Add CTV to your ad mix to generate new demand and increase the performance of your search marketing efforts.MNTN Performance TV allows you to easily upload your video ad,set the appropriate first-and third-party targeting,A/B test your creatives,and see real-time data soyou can track the success of your newest performance channel.Want to learn more?Make the Jump from Search to Connected TV.Visit