Before engaging: Iden�fy sites current performance (SEO) Assess product categorisa�on, e-‐commerce ﬂow and site layout What are your goals? Awareness / New Business / RFP? Searching for Keywords: Compare search volume pa�erns for mul�ple search terms across speciﬁc regions, categories and �me frames. Highlight one word Pin Points – Lawyer Belfast, Plumber Antrim Where is your business listed on the organic results?
Facebook Step 1. Decide what you want to promote Step 2. Target the right Audience Step 3. Design an Engaging Advert Step 4. Manage your Budget Step 5. Review & Improve
Twi�er Set your goals: -‐ Drive sales – Increase Followers – Customer Service Iden�fy how you want to promote: -‐ A tweet -‐ Twi�er Account – Trend Self service / Full service -‐ Set your budget -‐ You’ll only be charged when people follow your Promoted Account or retweet,@reply, favourite or click on your Promoted Tweets.
Twi�er 1. Choose your loca�on 2. Target the audience you want to reach 3. Promote your tweets, account or both 4. Pay only for what works
YouTube Over 4 billion videos viewed each day + 60 hours of video uploaded each minute. 800 million people view YouTube each month. Se�ng objec�ves: Product Launch / Brand Awareness / Direct Response / Online Reputa�on Iden�fy target audience.
LinkedIn Control How Much You Spend: Pay by clicks or impressions. Stop your ads at any �me. No long-‐term contracts. No commitments. Target a Speciﬁc Audience: By job �tle and func�on By industry and company size By seniority and age By LinkedIn Groups Reach Professionals on LinkedIn: Connect with the worlds largest audience of ac�ve, inﬂuen�al professionals. Launch your campaign in minutes. All you need is a LinkedIn account.
Buying Metrics The 3 most common metrics are: CPM, CPC & CPA. CPM (Cost Per Mille) = cost per thousand page impressions. E.g: 100,000 pg imps @ £10 per thousand = £1,000 CPC (Cost Per Click) or PPC is when adver�sers pay each �me a user clicks on their lis�ng and is redirected to their website. They do not actually pay for the lis�ng, but only when the lis�ng is clicked on. CPA (Cost Per Ac�on or Cost Per Acquisi�on) In this payment scheme, the publisher takes all the risk of running the ad, and the adver�ser pays only for the amount of users who complete a transac�on, such as a purchase or sign-‐up.