Create an Online Advertising Campaign- University Presentation

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How to create an online ad campaign, including what to consider before getting started, an overview of Google Adwords, and metrics to monitor to ensure profitability once your campaign is launched. …

How to create an online ad campaign, including what to consider before getting started, an overview of Google Adwords, and metrics to monitor to ensure profitability once your campaign is launched. This presentation was created by CompeteOnWeb.com/Events for San Diego State University's Advertising Club.

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  • 1. How to Create an Online Ad Campaign | CompeteOnWeb.com
  • 2. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 2Jon Tucker | Compete Marketing Group (CMG)  SDSU Alumni  Working in “web” since 2005  CMG is an agency that specializes in website traffic.  Through CMG, we do client work and “in house ventures” Jon Tucker | Senior Strategist www.CompeteOnWeb.com
  • 3. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 3How to Create an Online Ad Campaign with actionable takeaways…
  • 4. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 4 Knowledge for DIY or Job Search VS Use your knowledge of how to create an online advertising campaign to build your own online business or to strengthen your resume.
  • 5. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 5 Case Study Format
  • 6. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 6 Campaign Overview “Online GMAT preparation” Already have a website Have $1,000/month budget This niche is used for an example only. The information can be applied to any niche.
  • 7. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 7 Know Your Numbers First Goal for Revenue Per Visitors Conversion Profit Per Customer Conversion Lifetime Value If you know your numbers and track them to ensure profitability, then you can justify putting $1,000’s into the campaign.
  • 8. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 8 Know Your Numbers First Goal for Revenue Per Visitors Conversion Profit Per Customer Conversion Lifetime ValueWebsite (Offer for Course *$100 *$75 Visit Lead Gen) Signup Revenue Net
  • 9. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 9 Where To Run Ads? Many additional sources are available, but we’ll focus on Adwords. Note that the same principles apply to most online advertising channels.
  • 10. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 10 “Search “Content VS Network” Network”Tactics for “search network” vs “content network” differ due to the prospects different intent.
  • 11. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 11 “Search “Content VSNetwork” Network”
  • 12. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 12 “Search “Content VSNetwork” Network”
  • 13. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 13 “Search “Content VSNetwork” Network”
  • 14. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 14Creating a Search Network Campaign
  • 15. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 15Organize Campaigns With “Ad Groups” Campaign Group Keyword GMAT study guide Study Help GMAT test preparation GMAT Biz How to take the GMAT GMAT Process GMAT requirementsAd groups are used to organize your advertising campaigns around specific interests.
  • 16. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 16 Choosing Keywords Tool: www.tinyurl.com/27uvznm
  • 17. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 17 Choosing Keywords Tool: www.tinyurl.com/27uvznm “Phrase match” is recommended initially (not broad match).
  • 18. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 18 Creating Ads Match your ad copy to the searcher’s intent.Don’t be too pushy (i.e. if they ask for a study guide, don’t push your full course on them).
  • 19. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 19Creating a Content Network Campaign
  • 20. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 20 Main Difference is Ad CopyHelpful Ideal VS Info Product
  • 21. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 21 Powerful “Remarketing” Capabilities Prospect Prospect Prospect Prospect Visits Leaves Sees Ad Returns“Remarketing” enables you to target ads specifically to people that visited your site in the past.
  • 22. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 22Measure Campaign Performance
  • 23. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 23 Core Metrics Ad Click-ThruImpressions Rate Conversion Cost per Rate Conversion
  • 24. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 24 Core Metrics Ad Click-Thru Impressions Rate Conversion Cost per Rate Conversion1,000 $1.00 $1,000 3% Conv. $33Visits CPC Cost Rate Each
  • 25. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 25Build “Quality Score” to Decrease Costs1,000 $1.00 $1,000 3% Conv. $33Visits CPC Cost Rate Each By increasing your click-thru rate as well as conversion rate, Google will begin to charge you less per visit.
  • 26. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 26 Tools
  • 27. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 27 Tools Google.com/WebsiteOptimizer enables you to efficiently test which webpages perform better in regards to influencing visitors to convert.
  • 28. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 28 Tools SpyFu.com and Ispionage.com enable you to review and download competitor campaigns, including keywords, ads, and more.
  • 29. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 29 Potential Next Steps Presentation available at CompeteOnWeb.com/Events Learn more about online advertising at: – “Definitive Guide to Google Adwords” by Perry Marshall – www.ppcblog.com/10-great-places-to-learn-adwords/ Build experience by creating a campaign: – For your own online business, website, or blog – For a family friend’s business – Identify a business you think you can help and pitch them Feel free to contact Jon Tucker anytime with questions at www.CompeteOnWeb.com
  • 30. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 30 Appendix
  • 31. Compete Marketing Group | How to Create an Online Ad Campaign | CompeteOnWeb.com 31 Image Credits• http://www.sxc.hu/photo/1207732• http://www.sxc.hu/photo/861513