"Online advertising"
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"Online advertising"



Tim Barlow gave a talk to the East Lothian Coffee Morning business group on 16th April 2011.

Tim Barlow gave a talk to the East Lothian Coffee Morning business group on 16th April 2011.



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  • Present your product for 1 minute Everyone else then spends a couple of minutes coming up with possible keywords for therbuiness – how you would search, how other poeple may searchWhite all up on the white boardLooking for the big split of keywords that people may useGood idea to bring in a few people for a 10 minute brainstorming session to get ideas of how peolpe may search then use the KW tool to check search volujes
  • Cheap to encourage new advertisers – competition not so high yet, niches untappedOffers great exposureUnique opportunity to target precise demographics but with high volumes
  • It’ll now even help you by suggesting ad variations, taking images from your website. Easy to do but difficult to get right

"Online advertising" Presentation Transcript

  • 1. Online advertising
    A whistle stop tour...
    Tim Barlow – Attacat
  • 2. Quick Introduction
  • 3. Rough Plan
    AdWords alternatives
    Social Advertising
    Display Advertising
    But please feel free to mess the plan up!
  • 4. Keyword Research
    1 Minute Presentation
    By ?
  • 5. Take-aways
    It’s about 100’s, 1000’s or even 10,000’s of phrases
    Very easy to leave a large chunk of business on the table.
  • 6. Prepared by Attacat
    Your Keyword Universe
    Descriptive terms – e.g. Showers
    Brands – e.g. Mira
    Adjectives e.g. Cheap Showers
    Geography – e.g. Glasgow Shower Shop
    Misspellings – e.g. Mirar
    Use of – e.g. Shower fitting
    Related – e.g. bathroom mould
  • 7. Keyword Research
    Brainstorm with Colleagues
    Look at competitors sites
    Ask existing customers
    Website logs & Analytics
    In site search logs
    Use keyword tools
  • 8. AdWords Keyword Tool
  • 9. What
  • 10. The Process
  • 11. SEO
  • 12. How Adverts Are Ranked
  • 13. How Adverts Are Ranked
    Max Bid x Quality Score
    Whilst a simplification, assume Quality Score to equal Click Through Ratio
  • 14. How Adverts Are Ranked
    • AdWords rewards relevancy
    • 15. Can pay less than your competitor for a higher position
    Quality Score
  • 16. 
    2 & 3
    Quality Score
  • 17. Lessons to Learn
    Need to bid on relevant keywords
    Need good ad copy
    Ad copy needs to be relevant to keywords
    You can advertise on less relevant keywords but it will cost
    Increasing focus on the post-click experience as well
    Quality Score
  • 18.
  • 19. Why should I be interested?
    It’s new and exciting!
  • 20. Why should I be interested?
    You don’t need to be a ‘social media ninja’ to get started.
    Not yet a ‘saturated market’
    Get ahead of competition – you’ll need to be quick
    Pretty cheap at the moment
    Massively popular website
    Access niche markets with demographic targeting
  • 21. I know search advertising, but what’s this Facebook malarkey?
    The similarities to search ads:
    • Familiar advert layouts
  • 22. The similarities
    • Similar payment and bidding
    Cost-per-click (CPC) Cost-per-click (CPC)Pay when someone clicks
    Cost-per-1000 (CPM) Cost-per-1000 (CPM)Pay for every 1000 impressions
    Cost-per-action (CPA) ?Set ‘action’ fee or work towards CPA target
  • 23. The similarities
    • Accountable – track conversions, purchases or signups.Using JavaScript tags inserted into your website.
    Can also be modified to record SKUs and revenue values
  • 24. The differences
    The differences:
    • Images – a big opportunity to catch someone’s eye.
  • 25. The differences
    • Shown on demographic profiling choices.
  • What kind of demographics?
    • Uses self-entered profile info for demographics.
    • 26. Also use group memberships and ‘likes’.
    • 27. Accurate and reliable
    I’m Mark Zuckerberg, and I know everything about you...bwoohahahahahah!
  • 28. Let’s make a Facebook advert
  • 29. Staying within Facebook...
    • Adverts to your website or your Facebook presence:
    • 30. Business pages
    • 31. Applications
    • 32. Events
    • 33. Groups
  • The power of targeting!
    • Lets say you’ve bought a bar in, say, Aberdeen.
    • 34. You want to improve awareness and attract customers.
  • The power of targeting!
    Based in Aberdeen
    Aged 18–30
    On a user’s birthday
    Target people who are likely to be going out for a birthday drink
  • 35. The power of targeting!
    Target by education or degree
    Specific company employees
    Like/don’t yet Like a page/event/app
    Friends of those who like a page/event/app
  • 36. The power of targeting!
    80 single, wannabe ninjas in Edinburgh
  • 37. The final step
    • Budget and payment
    • 38. Credit card or Paypal
  • Some examples of usage
  • 39. Gaining traction for Facebook pages
    • Initial ‘seeding’ and awareness of a Facebook brand.
    Fan ‘spikes’ from Facebook advertising
  • 40. Gaining traction for Facebook pages
    • During Facebook campaign:
    Evidence of 60% more ‘likes’ than directly attributable to Facebook advertising thanks to friend activity.
    Ads promoting pages, events and apps show social endorsements – viewer’s friends who have liked it.
  • 41. Publicising events
    • Upcoming event? Regionally or demographically targeted ad campaign.
    • 42. You could target:
    • 43. Company employees
    • 44. Confirmed Facebook attendees
    • 45. Friends of attendees
  • Facebook app?
    • Great exposure for apps – just look at Farmville! There were others at it during the World Cup and new football season...
  • Publicising your brand
    • With cost-per-click your brand is still benefiting from impressions.
    • 46. Potentially only pay 10p for every 1000 times people see your brand.
    • 47. CPM rate on guardian.co.uk for similar size is £30–40!
  • 48. Increasing traffic and interest
    • One small-scale study of Facebook advertising across a range of clients found that, while increasing costs <3%:
    • 49. Traffic lifted +4%
    • 50. Average monthly newsletter subscriptions lifted +7%
    • 51. Exits to brands’ other social media sites +50%
  • Direct response
    • Or the old favourite...Use to sell or generate leads
  • Reporting on performance
    • Lots of report data available
    • 52. CPM rates for CPC campaigns
    • 53. Post-click and -impression conversion data
    • 54. Who ‘liked’ your advert
  • Get the most from Facebook ads
    • Grab attention with your ad text
    • 55. Use a call to action...
    • 56. ...but dissuade irrelevant traffic that you’ll have to pay for.
  • 57. Get the most from Facebook ads
    • Be creative with your use of images
    • 58. Can’t fit something in your text? Put the text into the image...
    • 59. Think about your use of colours to stand out.
    • 60. Or just include a picture of a ninja. Everyone loves ninjas.
  • Get the most from Facebook ads
    • Keep your creative fresh
    • 61. Facebook ads suffer from quick ‘burn out’
    • 62. Rotate numerous ad variations, with differing images, headlines and text.
    • 63. But ads won’t be rotated evenly in a campaign.
  • Get the most from Facebook ads
    • Bidding
    • 64. Be conservative, then play with spend subsequently.
    • 65. Think laterally
    • 66. Be creative with your targeting and adverts.
    • 67. Try to be topical.
    • 68. It’s easy to start, but hard to get right
  • Get the most from Facebook ads
    • Account organisation
    • 69. Segment by demographic instead of keywords.
    • 70. Create specific landing pages.
  • Get the most from Facebook ads
    • With Facebook pages, create custom landing page using iFrames.
  • Sponsored Stories
  • 71. Twitter
  • 72.
  • 73.
  • 74. Other Social Ads
  • 75.
  • 76. Display
  • 77. Scared?
    • Please do get in touch.
    If you have enjoyed this. Please feel to recommend me on LinkedIn