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smAlbany 2013 presentation http://ww.smAlbany.org

smAlbany 2013 presentation http://ww.smAlbany.org

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  • 1. How much do you know about online advertising? (Let's find out.) smAlbany 2013
  • 2. Online Advertising Trends - Online ad spending will increase by 14 percent in 2013 to $102 billion - 63 percent of marketers say they will significantly increase their online ad budgets in 2013 - 42 percent of advertisers want verification that they are reaching their intended audiences Clickit Digital smAlbany 2013
  • 3. Why Advertise Online? • Expanded reach • Advanced audience targeting • Measurable results Clickit Digital smAlbany 2013
  • 4. How do you get the best results from your online advertising: - What is the best way to advertise online? - How do you know where to start to plan and implement a successful ad campaign? Clickit Digital smAlbany 2013
  • 5. Audience Intent Who here today: Purchased from a phone book or a newspaper ad? Looked up a product review online before purchasing Comparison shopped on your phone in a store? Saw an online ad after leaving a website Used more than one device in the past week? Clickit Digital smAlbany 2013 Who is your audience? How do they use the web? 45% of all consumers use smartphones for in-store product research and browsing 85% of all consumers search for local businesses online
  • 6. Customer Purchase Path - Consumer behavior is changing constantly. - Purchase paths have gotten complex, with consumers hopping between cell phones, laptops and tablets before even making their purchase. - The landscape of online advertising has become expansive and complex. Clickit Digital smAlbany 2013
  • 7. Steps to a successful online ad campaign • Identify your goals • Create your campaign. • Monitor and adjust as needed • Analyze and understand results Clickit Digital smAlbany 2013
  • 8. Step 1 Identify Your Goals Clickit Digital smAlbany 2013
  • 9. 1) Which statement is not true about setting your campaign goals? a) The more you spend, the better results you will have b) You can have multiple goals for one campaign c) Goals can be tracked many different ways d) You should have a clear understanding of your current marketing performance Clickit Digital smAlbany 2013
  • 10. 1) Which statement is not true about setting your campaign goals? a) The more you spend, the better results you will have b) You can have multiple goals for one campaign c) Goals can be tracked many different ways d) You should have a clear understanding of your current marketing performance Clickit Digital smAlbany 2013
  • 11. 2) Realistic campaign goals for an online campaign would be: a) Reaching a completely new audience for your product b) Getting online sign ups for an event c) Getting more phone calls instead of clicks to your website d) Building local awareness of your product or service e) All of the above Clickit Digital smAlbany 2013
  • 12. 2) Realistic campaign goals for an online campaign would be: a) Reaching a completely new audience for your product b) Getting online sign ups for an event c) Getting more phone calls instead of clicks to your website d) Building local awareness of your product or service e) All of the above Clickit Digital smAlbany 2013
  • 13. 3) When planning your campaign goals, you do not necessarily have to consider: a) What your competition is doing b) How good your landing page is c) The local websites your target audience visits d) Whether you already have an established online campaign Clickit Digital smAlbany 2013
  • 14. 3) When planning your campaign goals, you do not necessarily have to consider: a) What your competition is doing b) How good your landing page is c) The local websites your target audience visits d) Whether you already have an established online campaign Clickit Digital smAlbany 2013
  • 15. Step 2 Create Your Campaign Clickit Digital smAlbany 2013
  • 16. 4) To develop a successful online strategy, you should always: a) Plan on spending the majority of your budget on search advertising, which is the most results-driven channel b) Most often combine search and display for a strong cross-channel blend c) Utilize at least 3 or more online channels to reach ALL of your prospects d) Give yourself 2-3 weeks for campaign set up Clickit Digital smAlbany 2013
  • 17. 4) To develop a successful online strategy, you should always: a) Plan on spending the majority of your budget on search advertising, which is the most results-driven channel b) Most often combine search and display for a strong cross-channel blend c) Utilize at least 3 or more online channels to reach ALL of your prospects d) Give yourself 2-3 weeks for campaign set up Clickit Digital smAlbany 2013
  • 18. How do you know which channels to advertise in? 5) Match each channel with what it works best for: 1) Search advertising a) Brand building campaigns 2) Display advertising b) Drive customers to your retail location 3) Video advertising c) Most performance-based 4) Facebook advertising d) Brand building. High volume with lowest CPM’s 5) Mobile advertising e) Maximum user engagement. Many formats Clickit Digital smAlbany 2013
  • 19. How do you know which channels to advertise in? 5) Match each channel with what it works best for: 1) Search advertising a) Brand building campaigns 2) Display advertising b) Drive customers to your retail location 3) Video advertising c) Most performance-based 4) Facebook advertising d) Brand building. High volume with lowest CPM’s 5) Mobile advertising e) Maximum user engagement. Many formats Clickit Digital smAlbany 2013
  • 20. 6) What is the second largest search engine in the world? a) Google b) Bing c) YouTube d) Yahoo! Clickit Digital smAlbany 2013
  • 21. 6) What is the second largest search engine in the world? a) Google b) Bing c) YouTube d) Yahoo! Clickit Digital smAlbany 2013
  • 22. 7) Which pricing model works generally best for which type of campaign? 1) Online retail search campaign a) CPM 2) Brand awareness display campaign b) CPA 3) Video advertising campaign c) CPC 4) Mobile click to call campaign d) CPV Clickit Digital smAlbany 2013
  • 23. 7) Which pricing model works generally best for which type of campaign? 1) Online retail search campaign a) CPM (cost per thousand) 2) Brand awareness display campaign b) CPA (cost per acquisition) 3) Video advertising campaign c) CPC (cost per click) 4) Mobile click to call campaign d) CPV (cost per view) Clickit Digital smAlbany 2013
  • 24. Retargeting / Remarketing The action of showing your ad to people who have been to your website and left without making a conversion, such as purchasing a product, signing up for an event, downloading a coupon, filling out a form, etc. Clickit Digital smAlbany 2013
  • 25. 6) Which channel(s) can utilize retargeting or remarketing lists? a) Facebook advertising b) Email marketing c) Display advertising d) Search advertising e) All of the above Clickit Digital smAlbany 2013
  • 26. 6) Which channel(s) can utilize retargeting or remarketing lists? a) Facebook advertising b) Email marketing c) Display advertising d) Search advertising e) All of the above Clickit Digital smAlbany 2013
  • 27. Retargeting / Remarketing - Insert a snippet of code into your website or email template pages - When the view hits that code by clicking thru to that page, or opens that email they are placed on a special "list" and become eligible to see your ads either on other websites or in Facebook - The ads remind them of how awesome your product is - People are much more likely to return to your website and make the purchase Clickit Digital smAlbany 2013
  • 28. Step 3 Monitor & Optimize Performance Clickit Digital smAlbany 2013
  • 29. 9) In which of these networks is “Quality Score” not a factor? a) Bing Search b) Facebook c) Google Display d) Google Search Clickit Digital smAlbany 2013
  • 30. 9) In which of these networks is “Quality Score” not a factor? a) Bing Search b) Facebook c) Google Display d) Google Search Clickit Digital smAlbany 2013
  • 31. 10) If a campaign has a low click through rate, what is one of the first actions that should be taken? a) Adding more broad match keywords b) Expanding the keyword list to over 100 keywords and phrases c) Changing broad match keywords to exact, phrase and modified broad match keywords. b) Deleting negative keywords Clickit Digital smAlbany 2013
  • 32. Quality score is a measurement of how relevant your ads, keywords and landing page are to a person seeing your ad. Higher Quality Scores lead to lower prices and better ad positions. Quality score can refer to your campaign as well as to your individual keywords. As your campaign shows good performance, your quality score goes up. Clickit Digital smAlbany 2013
  • 33. Analyze & Benchmark Results Clickit Digital smAlbany 2013
  • 34. Benefits of using Clickit As more businesses struggled to place online ads effectively, we realized there was a need for cross-channel online advertising that could be managed from one place. Clickit Digital’s core team brings years of traditional and digital advertising, marketing, media buying and technology development experience. We manage all the details of your campaign to insure best results. Cross-channel Online Advertising Clickit Digital Simply Put: We target your ads across all online channels easily and effectively.
  • 35. Why use Clickit Digital? • Placing ads across Search Social Media, Display and Mobile increases your reach, and gets up to 23% better results than running ads on just one channel • No more struggling to understand various online ad platforms and guessing about ROI • No more managing multiple campaigns and collecting and aggregating data from multiple locations. • Our team of experts manages and optimizes your campaigns across all channels for the best results Cross-channel Online Advertising Clickit Digital
  • 36. Automation meets expertise Clickit Digital is an online advertising platform that provides a managed solution for cross-channel online advertising placement. Our automated platform allows the ability to create and manage, national and local integrated online campaigns utilizing banner ads, search ads, social media ads, video and mobile advertising through one easy to use dashboard - With a team of experts to handle the details. Cross-channel Online Advertising Clickit Digital
  • 37. What are the different online channels? What works best? Cross-channel Online Advertising Clickit Digital
  • 38. The average web user visits 2,621 websites per year, yet frequents less than 25 Display Ads on Major and Local Sites Display (banner) ads provide excellent visual branding. Visual appeal makes them the most eye- catching type. Allows for richer media Target your audience by Location, Demographic, Language, Audience interest, Website topic, Managed placements (choose your websites) Cross-channel Online Advertising Clickit Digital
  • 39. Search Ads Cross-channel Online Advertising Clickit Digital • Text only - no graphics • Highest click-through rates • Drives you to the top of page 1 search results • Strongest click through rates • Targets by search keywords
  • 40. Facebook Ads Facebook ads engage viewers and build likes and increase your social media score. They can also help support display and search ads. You can deliver sponsored ads to friends of friends promoting your company, and increasing "word of mouth. Ads are targeted by Location, Demographic (Age/Gender), Precise or Broad Interest, Connections, Friends or Friends of Friends Web users average 7 hours, 45 min per month on Facebook Cross-channel Online Advertising Clickit Digital
  • 41. Mobile Ads • Reach people on their primary device• Mobile users search with intent to purchase • Many people comparison shop right in the store • Highly engaged banner ads gaming & social apps Cross-channel Online Advertising Clickit Digital 83% of mobile users say they use their mobile device to find a local business. - Google By 2016 mobile searches will overtake PC searches for local search
  • 42. Mobile Click-to-call Ads Cross-channel Online Display Marketing for SMBs Clickit Digital • Click-to-call: dials number automatically when clicked • Great for companies with strong customer service or that spend time in the field
  • 43. Pre-Roll & Video Ads • In-banner video: Top level and local websites • Strong branding experience • Pre-roll video: Displayed before YouTube, video content (Hulu) or news story • Generally larger budgets and video assets required Video ads are 8x's more likely to get clicks than static banner ads. Cross-channel Online Advertising Clickit Digital
  • 44. Campaign Monitoring & Optimization Campaign Monitoring Clickit monitors your campaign to insure that it is running smoothly across all specified channels. Campaigns are reviewed daily to insure budgets and networks are delivering properly. All campaigns receive a detailed monthly analysis and report. Campaign Optimization Clickit's team of certified professionals optmizes the pertformance of your campaign across multiple networks and channels to insure the best targeting, click through rates and ad delivery. Cross-channel Online Advertising Clickit Digital You can review your campaign anytime and make changes to your campaign right in your user dashboard.
  • 45. Cross-channel Online Advertising Clickit Digital Clickit provides: Cross Channel placement across Search, Display, Social Media & Mobile Customized packages tailored to your business goals A team of experts that's with you every step of the way We monitor your campaigns and work with you to get the best performance for your online budget Sophisticated targeting to find ideal audience Geo, demo, audience targeting & keywords Retargeting Bring back lost customers All data & results in one place Save significant time using our easy cross-channel dashboard that delivers accurate up-to-date results
  • 46. Benefits for advertisers • Lower costs to reach more people • Target your ideal customer wherever they are online • Save significant time - its all in one place • Appear HUGE in your market • Expert team to help set up campaign and guide you Cross-channel Online Display Marketing for SMBs Clickit Digital
  • 47. clickitdigital.com Michael Massey michael.massey@@clickitdigital.com 518-698-1016 Allison Loew allison.loew@clickitdigital.com 518-445-5370 Copyright © 2012 Clickit Digital LLC Cross-channel Online Advertising Clickit Digital