Digital Advertising for Small Business September 2011


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This is the presentation that I gave on September 23 , 2011 at the Fayetteville Chamber of Commerce. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.

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Digital Advertising for Small Business September 2011

  1. 1. 9/23/2011
  2. 2. Collin Condray 16 years experience in web development Web developer Programmer Retail data analysis for multi- billion dollar companies (3M and Tyson) Social media 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
  3. 3. Overview Strategy/Tactics How they work Best practices Metrics
  4. 4. Some Ad Terms Click Through Rate (CTR) Cost Per Click (CPC) Cost Per 1000 Impressions (CPM)
  5. 5. Some Common Ad Terms 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)
  6. 6. Some Ad Terms Cost Per 1000 Impressions (CPM) Pay Per Impression (PPI) Good for spreading the word
  7. 7. Other Terms Equivalent CPM (eCPM)  Useful for comparing eCPM = performance between (Total Earnings / Impressions ) campaigns x 1000  Comparison items have different pricing
  8. 8. Ads increase likelihood of online actions
  9. 9. Ads increase likelihood of online actions
  10. 10. 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?
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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.
  15. 15. Not All Industries Are Equal
  16. 16. This section mightalready be obsolete!
  17. 17. Facebook Ads Ads showing up in the side bar of almost all pages on Facebook
  18. 18. Facebook Ads - Pros 750 Million users Inexpensive Targeted based on profile
  19. 19. Facebook Ads - Cons Only shows up on Facebook Low CTR
  20. 20. Facebook Ad Anatomy Title/Link Image Body Like
  21. 21. 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”
  22. 22. Facebook Ads – Design Ads Body Text.  Short advertisement  More than typical search engine advertising  Shorter text can prove more effective.
  23. 23. Facebook Ads – Design Ads Image  One of the largest impacts on the ad  Need something to stand out  Logo not necessarily a good choice
  24. 24. Facebook Ads – Design Ads Try to include using people, something creative, or images that just “pop” when your eye crosses over them. Picture is be small – it is only 110 x 80 pixels in size. Try for quality photos if you don’t have your own.
  25. 25. Facebook Ads –Target Audience Location Demographic Connections– Friends/Non-Friends of fan page Likes
  26. 26. Facebook Ads – Campaigns, Pricing and Scheduling Campaign name Daily budget Schedule and length
  27. 27. Best Practices Get to the point Know when to fold ‘em Use a cute animal as your image
  28. 28. Facebook Ads - Testing A/B Testing  Title  Image  Body
  29. 29. Facebook Ads - Analyze Facebook Insights summarize results  Impressions  Clicks  CTR  PPC  Total spent  Demographics
  30. 30. 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
  31. 31. 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?
  32. 32. Facebook Ads Walkthrough
  33. 33. Google Ads - Search Show up in search results Sponsored links on top Up to 5 ads in the side bar
  34. 34. Google Ads – 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
  35. 35. Google Ads-Other Image ads YouTube video ads Phone/Tablet specific
  36. 36. Google Ads - 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
  37. 37. Google Ads - Cons Targeting is fuzzier Higher complexity
  38. 38. Google AdWords Get a Google account Also gets you access to lots of other services (Gmail, Docs, Web Analytics etc.)
  39. 39. Keyword Based Simple  Keyword1 Broad based  Keyword1 and Keyword2 Negative keywords  Keyword1 but not Keyword2
  40. 40. Keyword Lists List keywords for each campaign Divide them into ad groups
  41. 41. Getting Organized Account Campaign Ad Group
  42. 42. Google Ads Anatomy Headline (25 characters) Description 1 and 2 (35 characters) Display URL (35 characters) Destination URL (hidden)
  43. 43. Other Targeting Factors Language Demographics
  44. 44. Ad Extensions Location Product Sitelinks Call a phone number
  45. 45. 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.
  46. 46. Keyword Do’s and Don’ts
  47. 47. Google Ads - Testing A/B Testing  Title  Body
  48. 48. 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
  49. 49. Review Performance Review performance often but not too often. 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. Show networks and focus on the ones that work better
  50. 50. 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.
  51. 51. 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.
  52. 52. Review Performance Review your ads performance Refine your keywords and ads Finally, test new keywords and ads for your campaigns
  53. 53. 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?
  54. 54. Google AdWords Specific Metrics Clickthrough Rate (CTR) Keyword Status-Eligible 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.
  55. 55. Extras Google Analytics Conversion Tracking
  56. 56. Google Ads Walkthrough
  57. 57. 9/23/2011