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9/21/2012
Collin Condray 17 years experience in web  development/programming Retail data analysis for multi-  billion dollar compa...
Overview How they work Strategy/Tactics Best practices Metrics
Introductions Who do you work for? What do you do? What is your experience with digital advertising? What do you hope ...
Volunteer?
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 d...
Ad Term Importance Cost Per 1000 Impressions (CPM) Pay Per Impression (PPI) Good for spreading the word and raising awa...
Other Terms Equivalent CPM (eCPM)   Useful for comparing                            eCPM =   performance between      (T...
Ads increase likelihood of online            actions
Ads increase likelihood of online            actions
Online Ads - Strategy Are you trying to:    Drive sales of a product?    Generate leads for a     service?    Send tra...
Online Ads - ROI Sales, leads, and traffic are  easier to tie back into profit Some integrated tools to  help estimate R...
Online Ads - Tactical Increase brand awareness -  General ad Advertise a specific product -  Link directly to the page t...
Online Ads - Tactical Target a specific audience- send a different message to this segment vs. your total customer base ...
Online Ads - Tactical Advertise a seasonal product like air conditioning, heating, sport seasons, or holidays. Promote y...
Not All Industries Are Equal
Facebook Ads Ads showing up in the side bar of almost all pages on Facebook
Facebook Ads - Pros 1 billion users Inexpensive Targeted based on profile  users provide Working to make ads visible  ...
Facebook Ads - Cons Only shows up on Facebook Low CTR
Facebook Ad Anatomy Title/Link Image Body Like
Facebook Ads - Title Title    25 characters    Defaults to Page title    Can choose whatever you like    Descriptive ...
Facebook Ads – Design Ads Body Text    90 characters    Short advertisement    More characters than Google     AdWords...
Facebook Ads – Design Ads Image    100 px wide by 72 px high    One of the largest impacts     on the ad    Need somet...
Facebook Ads – Design Ads Try to include using people,  something creative, or  images that just “pop” when  your eye cro...
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   Demog...
Extreme Targeting Create a Facebook Ad targeting those:    Who live in the United States    Who live within 25 miles of...
Success How did the results tie  back into your strategy Did web traffic increase? Sales increase? Did visitors to tak...
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 w...
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 ...
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) Destin...
Facebook vs. Google Ads
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, ...
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...
Review Performance Review performance after a  reasonable amount of time. After your ads have been  running on these web...
Review Performance On the content network the most  important statistic to look at is the  clickthrough rate (CTR). CTR ...
Review Performance Check notification and account alerts on the home page Go to the “Campaigns” tab and set the time ran...
Review Performance Review your ads performance Refine your keywords and ads Finally, test new keywords and ads for your...
Success How did the results tie  back into your strategy Did web traffic increase? Sales increase? Did visitors to tak...
Google AdWords Specific Metrics Average Position out of 11 ads First Page Bids-Are you  spending enough to get your  ads...
Extras Google Analytics Conversion Tracking
Google AdWords Walkthrough https://adwords.google.com
BlueZooCreative.comcollin@bluezoocreative.com      Twitter.com/ccondray                  9/21/2012
Understanding Online Ads and Marketing 9/21/2012
Understanding Online Ads and Marketing 9/21/2012
Understanding Online Ads and Marketing 9/21/2012
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Understanding Online Ads and Marketing 9/21/2012

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This is the presentation that I gave on September 21, 2012 for the Arkansas Small Business Technology and Development Center at the University of Arkansas. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.

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Transcript of "Understanding Online Ads and Marketing 9/21/2012"

  1. 1. 9/21/2012
  2. 2. 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
  3. 3. Overview How they work Strategy/Tactics Best practices Metrics
  4. 4. Introductions Who do you work for? What do you do? What is your experience with digital advertising? What do you hope to get out of today’s session? 4
  5. 5. Volunteer?
  6. 6. Some Ad Terms Impression Click
  7. 7. Some Ad Terms Click Through Rate (CTR) Cost Per 1000 Impressions (CPM) Cost Per Click (CPC)
  8. 8. Keywords with the highest costs per clickSource: SpyFu.com
  9. 9. 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)
  10. 10. Ad Term Importance Cost Per 1000 Impressions (CPM) Pay Per Impression (PPI) Good for spreading the word and raising awareness
  11. 11. Other Terms Equivalent CPM (eCPM)  Useful for comparing eCPM = performance between (Total Earnings / Impressions ) campaigns x 1000  Comparison items have different pricing
  12. 12. Ads increase likelihood of online actions
  13. 13. Ads increase likelihood of online actions
  14. 14. 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?
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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.
  19. 19. Not All Industries Are Equal
  20. 20. Facebook Ads Ads showing up in the side bar of almost all pages on Facebook
  21. 21. Facebook Ads - Pros 1 billion users Inexpensive Targeted based on profile users provide Working to make ads visible on mobile
  22. 22. Facebook Ads - Cons Only shows up on Facebook Low CTR
  23. 23. Facebook Ad Anatomy Title/Link Image Body Like
  24. 24. Facebook Ads - Title Title  25 characters  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”
  25. 25. Facebook Ads – Design Ads Body Text  90 characters  Short advertisement  More characters than Google AdWords  Shorter text can prove more effective.
  26. 26. Facebook Ads – Design Ads Image  100 px wide by 72 px high  One of the largest impacts on the ad  Need something to stand out  Logo not necessarily a good choice
  27. 27. 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. Try iStockPhoto.com for quality photos if you don’t have your own.
  28. 28. Facebook Ads –Target Audience Location Demographic Connections– Friends/Non-Friends of fan page Likes
  29. 29. Facebook Ads – Campaigns, Pricing and Scheduling Campaign name Daily budget Schedule and length
  30. 30. Best Practices Get to the point Know when to fold ‘em. Know when to change ‘em. Use a cute animal as your image
  31. 31. Facebook Ads - Testing A/B Testing  Title  Image  Body
  32. 32. Facebook Ads - Analyze Facebook Insights summarize results  Impressions  Clicks  CTR  PPC  Total spent  Demographics
  33. 33. 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
  34. 34. 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?
  35. 35. Facebook Ads Walkthrough http://facebook.com/ads
  36. 36. Google AdWords - Search Show up in search results Sponsored links on top Up to 5 ads in the side bar
  37. 37. 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
  38. 38. Google AdWords - Other Image ads Rich Media YouTube video ads Phone/Tablet specific
  39. 39. 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
  40. 40. Google AdWords - Cons Targeting is fuzzier Higher complexity to set up
  41. 41. Google AdWords Get a Google account Also gets you access to lots of other services (Gmail, Docs, Web Analytics etc.)
  42. 42. Keyword Based Simple  Keyword1 Broad based  Keyword1 and Keyword2 Negative keywords  Keyword1 but not Keyword2
  43. 43. Keyword Lists List keywords for each campaign Divide them into ad groups
  44. 44. Getting Organized Account Campaign Ad Group
  45. 45. Google AdWords Anatomy Headline (25 characters) Description 1 and 2 (35 characters) Display URL (35 characters) Destination URL (hidden)
  46. 46. Facebook vs. Google Ads
  47. 47. Other Targeting Factors Language Demographics
  48. 48. Ad Extensions Location Product Sitelinks Call a phone number
  49. 49. 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.
  50. 50. Keyword Do’s and Don’ts
  51. 51. Google AdWords - Testing A/B Testing  Title  Body
  52. 52. 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
  53. 53. 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
  54. 54. 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.
  55. 55. 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.
  56. 56. Review Performance Review your ads performance Refine your keywords and ads Finally, test new keywords and ads for your campaigns
  57. 57. 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?
  58. 58. 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.
  59. 59. Extras Google Analytics Conversion Tracking
  60. 60. Google AdWords Walkthrough https://adwords.google.com
  61. 61. BlueZooCreative.comcollin@bluezoocreative.com Twitter.com/ccondray 9/21/2012
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