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Advanced Audience Targeting in Digital Advertising
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Advanced Audience Targeting in Digital Advertising

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Anthony Plamondon, Vice President, The Lukens Company …

Anthony Plamondon, Vice President, The Lukens Company

Join Anthony to learn how your nonprofit can use Facebook custom audience retargeting techniques and digital advertising to drive awareness and reach niche audiences. They will discuss Seattle Art Museum’s Teen Night Out Case Study and share insights on using Facebook and Twitter for advanced demographic targeting.

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  • We live in a cluttered marketplace with a lot of demand for consumers time and money. In order stay top of mind marketers need to understand the relationship between media and channels preferences.For this presentation with limited time we are going to focus on digital techniques with the understanding that digital interfaces with other mediums.
  • But it’s not good enough to get an impression or a click the purchase needs to be streamlined or abandonment rates can be increasingly high.
  • In past organizations needed an in-house database to create targeted segments within Facebook but that is no longer the case. If you have an in-house database to add in top of the Lookalike modeling it creates the potential for even greater reach.
  • Retargeting is the best way to improve click through rates by targeting visitors to your web site.
  • Transcript

    • 1. Social Media for Non Profits / April 28, 2014
    • 2. Social Media for Non Profits / April 28, 2014 Display Advertising – Exhibition Focus
    • 3. Social Media for Non Profits / April 28, 2014 Display Advertising – Institutional
    • 4. Social Media for Non Profits / April 28, 2014 Digital Advertising – Search Ads Roy Lichtenstein Save 20% on membership. Join Art Institute of Chicago today! join.artic.edu Find Your Masterpiece Save 20% on membership. Join Art Institute of Chicago today! join.artic.edu
    • 5. Social Media for Non Profits / April 28, 2014 Purchase Path Roy Lichtenstein Save 20% on membership. Join Art Institute of Chicago today! join.artic.edu
    • 6. Social Media for Non Profits / April 28, 2014 Microsite Landing Pages 1 click list builder 1 click eCommerce
    • 7. Social Media for Non Profits / April 28, 2014 Facebook List Build and Like forms Facebook List Build Form Facebook Fan Build Form
    • 8. Social Media for Non Profits / April 28, 2014 Mobile Purchase Path
    • 9. Social Media for Non Profits / April 28, 2014 Additional Digital Strategies
    • 10. Social Media for Non Profits / April 28, 2014 Google Grant Free Search Advertising for non profits 1. $10,000 per month spend cap 2. Keywords are capped at $2 3. Google Grant should be supplemented with paid search
    • 11. Social Media for Non Profits / April 28, 2014 Facebook Strategies Recent Changes 1. Changes to organic posts 2. Increased targeting opportunities Strategic Targeting 1. Facebook Custom Audiences 2. Demographic/Behavioral 3. Look-a-like modeling Facebook Right Rail Ad Facebook News Feed Ad
    • 12. Social Media for Non Profits / April 28, 2014 Remarketing
    • 13. Social Media for Non Profits / April 28, 2014 Lightbox Techniques
    • 14. Social Media for Non Profits / April 28, 2014 Video Advertising on YouTube YouTube ad with text overlay (near bottom) YouTube ads introduced
    • 15. Social Media for Non Profits / April 28, 2014 Cara Eagan CaraE@SeattleArtMuseum.org Anthony Plamondon anthony@thelukenscompany.com Questions?

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