Online Advertising Basics

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The Internet has completely changed the way companies market to you. Now corporations can use a seemingly infinitesimal number of websites to encourage you to buy their product or service. As a result, your online life is virtually dominated by digital marketing. SOS! In this fun, interactive session, Leigh George, PhD, senior digital marketing strategist at R2integrated, will explore the impact of online marketing and how new technology allows corporations to target their messages to you like never before. She will give you a tour of digital marketing tactics in real-time, including Facebook ads, Facebook sponsored stories, ad retargeting, among others. Finally, you’ll get a chance to show off your digital marketing savvy by putting together an online marketing plan for the Girl Scouts!

Technology Business

SOS
Savvy Online Selling

#GirlScouts100 @leighgeorge

#GirlScouts100 @leighgeorge

HAS THIS EVER HAPPENED TO YOU?

SOS!

#GirlScouts100 @leighgeorge ©R2integrated 2011

Today we’ll explore:

What’s up with all these online ads and why can’t you escape them?!

How do these ads work? How can you control your online experience?

How could you develop a strategy for using online ads to promote the Girl
Scouts?

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

SEARCH ENGINE MARKETING

From search to sale

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge

TRADITIONAL ADS VS TARGETING

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

PANDORA

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge

ADS BASED ON INTERESTS

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge

ADS BASED ON CONTENT

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

ADS BASED ON FRIEND ACTIVITY

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

TARGETING VS RETARGETING

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

RETARGETING

Cute flats

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

RETARGETING

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

RETARGETING

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge

RETARGETING

#GirlScouts100 @leighgeorge ©R2integrated 2011

WHAT ARE COOKIES?
RETARGETING

NOT THESE COOKIES!

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

RETARGETING

75% of online
shoppers
abandon their
cart, but spend
55% more
when brands are
able to convince
them to return.

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

RETARGETING PROS

Convenience

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge

RETARGETING PROS

Get noticed!

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

RETARGETING CONS

It’s creepy!

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge

RETARGETING CONS
RETARGETING CONS

Can be embarrassing…

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge

HOW YOU CAN CONTROL YOUR ONLINE EXPERIENCE

Control who can track you

1. Clear browsing data

2. Opt out when you see these ads

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

HOW YOU CAN CONTROL YOUR ONLINE EXPERIENCE

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

Use online advertising to promote the Girl Scouts

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

PROMOTING THE GIRL SCOUTS

Audience

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

PROMOTING THE GIRL SCOUTS

Message

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

PROMOTING THE GIRL SCOUTS

Action

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

PROMOTING THE GIRL SCOUTS

Sites to target

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

PROMOTING THE GIRL SCOUTS

An online advertising plan for the Girl Scouts

Audience Action

Message Sites to target

#GirlScouts100 @leighgeorge
#GirlScouts100 @leighgeorge ©R2integrated 2011

Now it’s your turn!

#GirlScouts100 @leighgeorge

Thank
you!
@leighgeorge
lgeorge@r2integrated.com
#GirlScouts100 @leighgeorge ©R2integrated 2011

Image Credits:

Magnifing glass: http://tutorialblog.org/magnified/magnifying-glass.jpg
Tennis icon:http://www.stockphotopro.com/photo_of/tennis/059202NEC/tennis_racket__icon__ball_
Hello Kitty: http://writinglikeiampopular.blogspot.com/2011/05/icons.html
Headphones: http://www.psdgraphics.com/icons/psd-headphones-icon/
TV: http://www.mactalk.com.au/content/mac-app-review-iflicks-1326/Cookie: The Girl Scouts
Keyboard: http://www.realityuncovered.net/blog/2011/07/big-brother-is-watching-you/
Shopping cart: http://themeanestmom.blogspot.com/2010/09/shopping-carts.html
Get noticed: http://www.mergersandinquisitions.com/noticed-when-networking/
Computer keys: http://randomthoughtsonlifeblog.com/2011/02/28/be-in-control-of-your-actions/
Spread the word: http://northvillefundraiser.com/spread-the-word/
Target market: http://www.allfacebook.com/facebook-advertising-laws-2-2010-06
What’s your message: http://www.marketcompr.com/
URL: http://www.masterjrock.com/php-url-routing-class.html
Call to action buttons: http://www.backlinkintelligence.com/happening-now/increase-bookmarks-
referring-url-call-action/
Audience: http://www.pulseresearch.com/tar.html
Message: http://www.iconspedia.com/icon/android-messages-16-38.html
Arrow: http://www.veryicon.com/icons/system/arrow/arrow-yellow-04.html
Sites to target: http://www.mset.org.my/index.php?q=content/useful-links
Spotlight: http://www.goodmorning.se/design-our-stage.html

#GirlScouts100 @leighgeorge

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Online Advertising Basics

1. SOS Savvy Online Selling #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge

3. Today we’ll explore: What’s up with all these online ads and why can’t you escape them?! How do these ads work? How can you control your online experience? How could you develop a strategy for using online ads to promote the Girl Scouts? #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge ©R2integrated 2011

4. SEARCH ENGINE MARKETING From search to sale #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge ©R2integrated 2011

5. #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge

7. PANDORA #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge

8. ADS BASED ON INTERESTS #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge

14. RETARGETING #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge

16. WHAT ARE COOKIES? RETARGETING NOT THESE COOKIES! #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge ©R2integrated 2011

18. RETARGETING 75% of online shoppers abandon their cart, but spend 55% more when brands are able to convince them to return. #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge ©R2integrated 2011

19. RETARGETING PROS Convenience #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge

21. RETARGETING CONS It’s creepy! #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge

22. RETARGETING CONS RETARGETING CONS Can be embarrassing… #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge

23. HOW YOU CAN CONTROL YOUR ONLINE EXPERIENCE Control who can track you 1. Clear browsing data 2. Opt out when you see these ads #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge ©R2integrated 2011

24. HOW YOU CAN CONTROL YOUR ONLINE EXPERIENCE #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge ©R2integrated 2011

25. Use online advertising to promote the Girl Scouts #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge ©R2integrated 2011

30. PROMOTING THE GIRL SCOUTS An online advertising plan for the Girl Scouts Audience Action Message Sites to target #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge ©R2integrated 2011

31. Now it’s your turn! #GirlScouts100 @leighgeorge

33. Image Credits: Magnifing glass: http://tutorialblog.org/magnified/magnifying-glass.jpg Tennis icon:http://www.stockphotopro.com/photo_of/tennis/059202NEC/tennis_racket__icon__ball_ Hello Kitty: http://writinglikeiampopular.blogspot.com/2011/05/icons.html Headphones: http://www.psdgraphics.com/icons/psd-headphones-icon/ TV: http://www.mactalk.com.au/content/mac-app-review-iflicks-1326/Cookie: The Girl Scouts Keyboard: http://www.realityuncovered.net/blog/2011/07/big-brother-is-watching-you/ Shopping cart: http://themeanestmom.blogspot.com/2010/09/shopping-carts.html Get noticed: http://www.mergersandinquisitions.com/noticed-when-networking/ Computer keys: http://randomthoughtsonlifeblog.com/2011/02/28/be-in-control-of-your-actions/ Spread the word: http://northvillefundraiser.com/spread-the-word/ Target market: http://www.allfacebook.com/facebook-advertising-laws-2-2010-06 What’s your message: http://www.marketcompr.com/ URL: http://www.masterjrock.com/php-url-routing-class.html Call to action buttons: http://www.backlinkintelligence.com/happening-now/increase-bookmarks- referring-url-call-action/ Audience: http://www.pulseresearch.com/tar.html Message: http://www.iconspedia.com/icon/android-messages-16-38.html Arrow: http://www.veryicon.com/icons/system/arrow/arrow-yellow-04.html Sites to target: http://www.mset.org.my/index.php?q=content/useful-links Spotlight: http://www.goodmorning.se/design-our-stage.html #GirlScouts100 @leighgeorge

Editor's Notes

Limits of banner adsAdvertisers want to reach specific people
Only by zipcode, age gender, other factors
LocationDemographics, interests, education, workplacePBS example
There are a few different types of Sponsored Stories that are available. Here is a list of the types of stories you can promote, how they are generated and who is eligible to see them:Page like story When people like your Page, their friends see a story about itPage post story When you post an update to your Page, your fans see a story about itPage post like story When people like your Page post, their friends see a story about itCheck-in story When people check-in to your business using Facebook Places, their friends see a story about itApp used & game played story When people have recently used your App or played your game, their friends see a story about itApp share story When people share from your App, their friends see a story about itDomain story When people like or share information about your Domain, their friends see a story about itPage like – as simple as it sounds – this Sponsored Story is triggered when a Facebook user likes your pagePage Post – this is where you pay to push a post to all your page fansPage post like – one of the fans of your Fan Page has “liked” one of your page postsApp used / Game Played – just like it says except that the user needs to play the game at least twice for at least 10 minutes in the last monthApp Shared – someone shares some content from your appCheck-in – this is triggered when someone checks-in to your business or claims an offer/dealDomain – if you have Facebook “like” and “share” buttons on your website or blog then someone who uses these buttons can trigger a story you could sponsor. If someone simply copies and pastes a URL from your website into a status update you can sponsor that action too.
Cookies are messages that web servers pass to your web browser when you visit Internet sites. Your browser stores each message in a small file, called cookie.txt. When you request another page from the server, your browser sends the cookie back to the server. These files typically contain information about your visit to the web page, as well as any information you've volunteered, such as your name and interests.
PBS example of getting a job
Maybe you went to a site you don’t want anyone to know about: Justin Bieber

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