Digital Advertising – Maximising YOUR online return!

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Digital Advertising – Maximising YOUR online return!

  1. 1. Digital  Adver�sing  –    Maximising  YOUR  online  return!  Naomh  McElha�on  Digital  Adver�sing  NI  
  2. 2. Contents    PPC    Facebook    Twi�er    YouTube    LinkedIn    Online  Display    Buying  Metrics    Affiliate  Networks    Ad-­‐serving  &  Repor�ng  
  3. 3.  Reach   Relevance   Return  on  Investment  
  4. 4. 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?  
  5. 5. Throughout  Ac�vity:      Project  performance    Bid  changes    Check  budgets    Pause  underperforming  keywords    Nega�ve  keyword  addi�ons    Keyword  Expansion    Landing  page  review    Keyword  comparison  (monthly)    Geo-­‐targe�ng  &  Day  par�ng    
  6. 6. 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  
  7. 7. 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.    
  8. 8. 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  
  9. 9.  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.  
  10. 10. Mul�ple  Ad  Formats  
  11. 11. LinkedIn  
  12. 12. 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.  
  13. 13. Online  Display  728*90  -­‐  Leaderboard  468*60  –  Full  Banner  120*600  -­‐  Skyscraper  300*250  –  MPU  
  14. 14. 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.    
  15. 15. Affiliate  Networks  
  16. 16. Ad-­‐Serving  An  ad-­‐server  provides  the  complete  toolkit  to  set    up,  monitor  &  op�mise  online  campaigns.      Manage  Inventory    Forecas�ng  availability    Set-­‐up  targe�ng  parameters    Provides  detailed  reports  
  17. 17. Repor�ng  
  18. 18. Using  Google  Analy�cs  
  19. 19. Thank  You.  Naomh  McElha�on  DANI  E:  naomh@digitaladver�singni.co.uk  M:  07515  41  55  43  T:  @naomhs  @digitaladni    

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