How to AdvertiseSuccessfully on$50 per Week(Day 3)Kat Kailey, Kitsap Sun & Bainbridge IslanderKen Sethney, Marketing Coach/Ad GuyMike Cyger, BainbridgeIsland.com & Mag
Poll the audience...What do you hope to get out of todays session?
Todays Agenda● Yes: directories, display ads, text ads, search engines, social networks● No: networking sites (Linkedin, Biznik), SEO, thought leadership through guest posting on blogs, webinars, etc.
Anatomy of an Effective Online Ad● Image (grab their attention)● Animation (hold their attention)● Headline (offer a solution)● Call to Action (give em a reason to click)● Identity (maybe)● Keywords (use them in search ads)
If youre searching for information, you dont see a lot of ads.
If youre searching for a product, advertisers have a HUGE advantage.
Banner Ad: Its "above the fold." Most use animation.
Box ads tend to rule the page with animation and placement.
AdSense is what publishers use to put Google ads on their websites.AdWords is what advertisers use to put their ads on Google search pages.
Make your ads count. Always point your ad clicks to a landing page. (and make it relevant)
Pick the right link...increase sales and measure ROI.
Spreadsheet Overview/Comparison(Google Spreadsheet)A unique visitor is a statistic describing a unit of traffic to a website, countingeach visitor only once in the time frame of the report. This statistic is relevant tosite publishers and advertisers as a measure of a sites true audience size,equivalent to the term "Reach" used in other media.en.wikipedia.org/wiki/Unique_visitors
How to Measure EffectivenessMeasure sales, new customers, requests for information,phone inquiries, retail store traffic, website traffic, or click-through rates.● Google analytics ○ http://www.yoursite.com/? utm_source=BainbridgeIsland&utm_medium=directo ry&utm_campaign=2012 ○ http://bit.ly/google-builder● Shopping cart question (how did you find us)● Printable coupon (with code, per landing page)● Lead form (contact us)● Something free (PDF, tip sheet, etc.) requiring registration
Questions you must answer.1. How big will your ad be... and where?2. Who will see it?3. How many will see it?4. What will make them see it?5. What will you say?6. What happens when someone clicks?7. How will you measure results?
Summary/Wrap Up● Open discussion Questions or comments?