Digital Advertising for Small Business January 2012

1/19/2012

Collin Condray 17 years experience in web development/programming Retail data analysis for multi- billion dollar companies (3M and Tyson) Social media and digital advertising marketing  Agency experience with Collective Bias and Saatchi X  Local speaker at University of Arkansas, JBU, & Webster University  Director of Technology/Co- Owner Blue Zoo Creative

Overview Strategy/Tactics How they work Best practices Metrics

Some Ad Terms Impression Click

Some Ad Terms Click Through Rate (CTR) Cost Per 1000 Impressions (CPM) Cost Per Click (CPC)

Keywords with the highest costs per clickSource: SpyFu.com

Ad Term Importance Click Through Rate (CTR)  Measure of how much interactivity there is with the ad  Good for driving traffic Pay Per Click (PPC) = Cost Per Click (CPC)

Ad Term Importance Cost Per 1000 Impressions (CPM) Pay Per Impression (PPI) Good for spreading the word and raising awareness

Other Terms Equivalent CPM (eCPM)  Useful for comparing eCPM = performance between (Total Earnings / Impressions ) campaigns x 1000  Comparison items have different pricing

Ads increase likelihood of online actions

Online Ads - Strategy Are you trying to:  Drive sales of a product?  Generate leads for a service?  Send traffic to your site to monetize through ad clicks?  Increase awareness and buzz around your brand?

Online Ads - ROI Sales, leads, and traffic are easier to tie back into profit Some integrated tools to help estimate ROI Buzz is more nebulous but still important

Online Ads - Tactical Increase brand awareness - General ad Advertise a specific product - Link directly to the page to buy this product Promote a special event- Facebook or Eventbrite event

Online Ads - Tactical Target a specific audience- send a different message to this segment vs. your total customer base Support current initiative- Create a special landing page with a this months special or coupon

Online Ads - Tactical Advertise a seasonal product like air conditioning, heating, sport seasons, or holidays. Promote your blog or Facebook fan page to gain new followers.

Not All Industries Are Equal

Facebook Ads Ads showing up in the side bar of almost all pages on Facebook

Facebook Ads - Pros 800 Million users Inexpensive Targeted based on profile users provide

Facebook Ads - Cons Only shows up on Facebook Low CTR

Facebook Ad Anatomy Title/Link Image Body Like

Facebook Ads - Title Title  Defaults to Page title  Can choose whatever you like  Descriptive of promotional text is better than just your business names Link  Website specifically designed for Facebook visitors.  Directly beneath the Destination URL is a link to “advertise something I have on Facebook”

Facebook Ads – Design Ads Body Text  Short advertisement  More characters than Google AdWords  Shorter text can prove more effective.

Facebook Ads – Design Ads Image  One of the largest impacts on the ad  Need something to stand out  Logo not necessarily a good choice

Facebook Ads – Design Ads Try to include using people, something creative, or images that just “pop” when your eye crosses over them. Picture is small – it is only 110 x 80 pixels in size. Try iStockPhoto.com for quality photos if you don’t have your own.

Facebook Ads –Target Audience Location Demographic Connections– Friends/Non-Friends of fan page Likes

Facebook Ads – Campaigns, Pricing and Scheduling Campaign name Daily budget Schedule and length

Best Practices Get to the point Know when to fold ‘em. Know when to change ‘em. Use a cute animal as your image

Facebook Ads - Testing A/B Testing  Title  Image  Body

Facebook Ads - Analyze Facebook Insights summarize results  Impressions  Clicks  CTR  PPC  Total spent  Demographics

Extreme Targeting Create a Facebook Ad targeting those:  Who live in the United States  Who live within 25 miles of Austin, TX  Who are between the ages of 25 and 55  Who like advertising, advertising manager, branding, ceo, community building, corporate recruiter, director marketing, director sales marketing, founder ceo, human resources, marketing coordinator, marketing director, marketing executive, vice president marketing, etc.  Who graduated from college Cost: less than $5 day. Only need to run it for a few days

Success How did the results tie back into your strategy Did web traffic increase? Sales increase? Did visitors to take a specific action such as signing up to your newsletter, attending an event, or becoming fans/followers?

Facebook Ads Walkthrough http://facebook.com/ads

Google AdWords - Search Show up in search results Sponsored links on top Up to 5 ads in the side bar

Google AdWords – Content Network Code provided by Google inserted into websites Google shares the revenue with the site owner Ads displayed are in context with the content of the site

Google AdWords - Other Image ads Rich Media YouTube video ads Phone/Tablet specific

Google AdWords - Pros Pros  Higher CTR than Facebook  Shows up anywhere on the web where people have added AdWords  Targeted to keywords. Contextual to the sites it shows up on.  Can display on YouTube  Keyword based

Google AdWords - Cons Targeting is fuzzier Higher complexity to set up

Google AdWords Get a Google account Also gets you access to lots of other services (Gmail, Docs, Web Analytics etc.)

Keyword Based Simple  Keyword1 Broad based  Keyword1 and Keyword2 Negative keywords  Keyword1 but not Keyword2

Keyword Lists List keywords for each campaign Divide them into ad groups

Getting Organized Account Campaign Ad Group

Google AdWords Anatomy Headline (25 characters) Description 1 and 2 (35 characters) Display URL (35 characters) Destination URL (hidden)

Other Targeting Factors Language Demographics

Ad Extensions Location Product Sitelinks Call a phone number

Ad Writing Tips Include prices, special offers, and unique selling points Use a strong call to action (Buy, Purchase, Call today, Order, Browse, Sign up, Get a quote) Go to the most relevant page on your site.

Keyword Do’s and Don’ts

Google AdWords - Testing A/B Testing  Title  Body

Targeting Ads Think like your customers Use the Google Keyword tools for related keywords Include keywords in ad text Use negative keywords Check your site’s web analytics

Review Performance Review performance after a reasonable amount of time. After your ads have been running on these websites for a period of time you will be able to use these metrics to see which are the best performing sites for you. Check network performance and focus on most efficient

Review Performance On the content network the most important statistic to look at is the clickthrough rate (CTR). CTR on the content network will typically be lower than for search. You can then look at the possibility of individually managing your cost-per-click (CPC) for the top sites and focus more budget on them.

Review Performance Check notification and account alerts on the home page Go to the “Campaigns” tab and set the time range Review your keyword performance.

Review Performance Review your ads performance Refine your keywords and ads Finally, test new keywords and ads for your campaigns

Success How did the results tie back into your strategy Did web traffic increase? Sales increase? Did visitors to take a specific action such as signing up to your newsletter or becoming fans/followers?

Google AdWords Specific Metrics Average Position out of 11 ads First Page Bids-Are you spending enough to get your ads on the front page Quality Score-Google rewards relevant, quality advertising with a higher position on the search page and lower costs, so making sure your ads are high quality is really important.

Extras Google Analytics Conversion Tracking

Google AdWords Walkthrough https://adwords.google.com

BlueZooCreative.comTwitter.com/ccondray 1/19/2012

Digital Advertising for Small Business January 2012

by Collin Condray on Jan 22, 2012

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Digital Advertising for Small Business January 2012 — Presentation Transcript