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Mad Science - 2013 Franchise Convention

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  • 1. General  Session 2013  Conven+onFriday, April 12, 13 1
  • 2. 7.3 billion people on earth 3 billion searches per day 10 billion mobile-connected devices *  Data  provided  by  Google  Friday, April 12, 13 2
  • 3. Friday, April 12, 13 3
  • 4. Friday, April 12, 13 4
  • 5. 97 % of purchasing decisions begin on the internet. Source: The E-commerce FutureFriday, April 12, 13 5
  • 6. Agenda ‣ Target  Audience ‣ Conversion  Path ‣ Local  Marke+ng ‣ Content ‣ Social ‣ Search ‣    Need  Help? ‣ Q&A  &  Breakout  SessionsFriday, April 12, 13 6
  • 7. Your  Team  Today Ryan  Vaspra Jason  Knill Vice  President,  Media  Services Vice  President,  Business  Development Exper+se   in   Media   Planning,   Media   Buying,   Search   Currently,   Jason   directs   the   new  business  vision  for   Marke+ng,   Social   Marke+ng,   Local   Marke+ng,   Aviatech,   working   across   agency   departments   to   Promo+ons,   Digital   Public   Rela+ons,   Online   ensure  clients   receive  the  necessary  insights  to  gain   Reputa+on   Management,   Advergaming   and   Video   share,   shiY   marketplace   thinking,   and   generate   Marke+ng. franchisee   buy-­‐in.   Jason   also   par+cipates   in   campaign   concepts,   advisory   council   mee+ngs,   and   Interna8onal  Experience na+onal  franchisor   conferences  for  Aviatech  clients.   Canada,   England,   Netherlands,   Germany,   Italy,   He   is   an   ac+ve   par+cipant   in   the   Interna+onal   Australia,  New  Zealand,  Scotland,  UAE,  Qatar,   Saudi   Franchise  Associa+on. Arabia,  Oman,  Costa  Rica Interna8onal  Experience Canada,  UAE,  Qatar,  Saudi  Arabia,  OmanFriday, April 12, 13 7
  • 8. Target  Audience Demographics: • Female • Age:  35  -­‐  45+   • Educa+on:  University  Educated • HHI:  $75k+ • Family:  Married  with  children,  Suburban,  Ac+ve  in  Educa+on • Affinity:  Elle  décor,  Beau+ful  House,  and  watch  HGTV,  Visits   BabyCenter.com,  Social  Media  Superstars Internet  Access: • 50%  more  likely  to  use  smartphone  to  access  the  internet • 99%  access  the  internet  via  a  computer • 31%  are  using  the  internet  to  keep  in  touch  socially   • 45%  consider  themselves  heavy  users  of  the  internet     Media  Consump8on: • Prefer  Prime  Time  media  over  Day+me • Read  about  14  magazines  per  month • Read  about  9  newspapers  per  month • Spend  about  24  hours  per  week  online *  Data  provided  by  Google,  Centro  and  ComScoreFriday, April 12, 13 8
  • 9. Your  Compe++on • Born  of  the  internet • Tech  Savvy • See  themselves  as   “entrepreneurs” • Social  Media  is  second   nature. • Owns  Laptop,  Tablet   and  Smart  PhoneFriday, April 12, 13 9
  • 10. Conversion  Path   Mad  Science  Customer  Conversion  Funnel Awareness Local  Brand  :: Display  Banners Educa8on YouTube  Video  Ads Content  Marke+ng Local  Social  :: Evalua8on Community  Engagement Facebook  Ads Considera8on Twiler  Ads Local  Search  :: Pinterest Paid  Search  (PPC) Instagram Purchase FourSquare Organic  Search  (SEO) Desktop  &    Mobile Yelp AdvocacyFriday, April 12, 13 10
  • 11. Lm Local  Marke+ngFriday, April 12, 13 11
  • 12. Content What?Friday, April 12, 13 12
  • 13. Content What?Friday, April 12, 13 13
  • 14. Content Why?Friday, April 12, 13 14
  • 15. Content How? Use  Your  Every  Day  LIfeFriday, April 12, 13 15
  • 16. Content How? Use  Your  Staff’s  Every  Day  LIfeFriday, April 12, 13 16
  • 17. Content Give  everyone  a  rou+ne...a  Content  Calendar ‣ Monday  -­‐  Photo  Day  of  the  Week  (Best  Content  to  Post) ‣ Tuesday  -­‐  Trivia  Tuesday’s  (Ques+ons) ‣ Wednesday  -­‐  Upcoming  Event  Spotlight  (Share  Events) ‣ Thursday  -­‐  Customer  Thursdays  (Tes+monials,  Shout  Outs*) ‣ Friday  -­‐  Fun  Science  Fridays  (Share  Science  News  &  Images) ‣ Saturday  -­‐  Polls  and  Facebook  Ques+ons  (Community  Feedback)Friday, April 12, 13 17
  • 18. Content Your  Tools  -­‐  WebsiteFriday, April 12, 13 18
  • 19. Social Get  InvolvedFriday, April 12, 13 19
  • 20. Social  Media  Goals  &  Objec+ves ‣ Develop  deeper  connec+ons  with  your  customers ‣ Deliver  value  to  your  customers  by  par+cipa+on ‣ Enhance  your  brand  affinity  at  the  local  level ‣ Drive  social  awareness  which  increases  search  rankingsFriday, April 12, 13 20
  • 21. Your  target  audience  uses  social  media Women  dominate  the  major  social  networks   and  account  for  the  majority  of  Social  Media   ac+vityFriday, April 12, 13 21
  • 22. Social  -­‐  Take  Ac+on How  To  Execute  Social  Media ‣ Community  Management   ‣ Like  Other  Pages  and  Posts ‣ Share  Corporate  Content  (Easy  way  to  get  started) ‣ Share  Your  Content  (Links,  Photos,  Videos) ‣ Comment  On  Content  (Personal,  Page  to  Page) ‣ Promoted  Posts  (Increase  Reach  from  10%  to  60%+  for  $15.00  USD) ‣ Facebook  Ads  -­‐  Fan  Growth  and  Direct  Response ‣ Facebook  Ads  -­‐  Sponsored  Stories  (Mobile  and  Peer-­‐to-­‐Peer  Referrals)Friday, April 12, 13 22
  • 23. Social  Media  True  Costs ‣ A  common  misconcep+on  is  that  Social  Media  is  Free ‣ The  true  costs  of  Social  Media  are  8me,  money  &  commitment ‣ Time  is  the  first  cost  listed  ,  because  it  is  the  most  important   ‣ Time  is  required  to  deliver  the  true  value  of  Social  MediaFriday, April 12, 13 23
  • 24. DO’s  of  social  mediaFriday, April 12, 13 24
  • 25. DON’T’s  of  social  mediaFriday, April 12, 13 25
  • 26. Search 25 million 40  Mad  Science  non-­‐branded  keywords  produce  25,000,000   searches  per  month  worldwide camps,  summer  camp,  birthday  ideas,  school  programs,  summer   camps,  science  for  kids,  kids  birthday,  kids  par+es,  kids  campFriday, April 12, 13 26
  • 27. SearchFriday, April 12, 13 27
  • 28. Search The  average  consumer  reviews  10.7  sources  per  search  when  in  the  Zero  Moment  of  Truth. Google,  2010Friday, April 12, 13 28
  • 29. SearchFriday, April 12, 13 29
  • 30. Search 3  Core  Components  of  Local  Search  Marke+ng SEO LDM PPC‣ Search  Engine  Op+miza+on  (SEO)‣ Local  Directory  Marke+ng  (LDM)‣ Paid  Results  -­‐  Google  Adwords  (PPC)Friday, April 12, 13 30
  • 31. SEOFriday, April 12, 13 31
  • 32. SEOFriday, April 12, 13 32
  • 33. SEO Op+miza+on  for  “kids  birthday  par+es”Friday, April 12, 13 33
  • 34. SEO Your  Tools  -­‐  WebsiteFriday, April 12, 13 34
  • 35. SEO Great  Local  Unique  Content  Ideas ‣ About  &  Why  You  Love  Your  City ‣ Driving  Direc+ons  To  Office/Facility ‣ Highlight  Presen+ng  Scien+sts ‣ Highlight  All  Charitable  Ac+vity ‣ Highlight  Students  w/  permission ‣ Customer  Reviews  and  Tes+monials ‣ Science  News  (Use  Science.com  and  Discovery  News)Friday, April 12, 13 35
  • 36. LDM The  Success  of  your  Google+  Local  (a.k.a.  Google  Places  &  Google   Maps)  are  related  to  the  other  local  and  mobile  directories NAP...Name,  Address  and  PhoneFriday, April 12, 13 36
  • 37. LDM Google+  Local  Best  Prac+ces  for  Ranking U.S.A. CAN U.K.Friday, April 12, 13 37
  • 38. LDM 80%   of  online  consumers  change  their  purchase  decision   based  on  nega+ve  reviews* 64%   of  consumers  made  an  alempt  to  search  for   user  reviews  before  making  a  purchase* Proac8vely  monitoring  your  online  reviews  with  the   opportunity  to  engage  with  your  upset  customers  promptly  is   vital  in  today’s  marketplaceFriday, April 12, 13 38
  • 39. Search 3 billion-plus videos are viewed each day on YouTube. Source: YouTube Press Statistics 2011Friday, April 12, 13 39
  • 40. Search Video  Ads  -­‐    YouTube  TruView  Ads http://youtu.be/jjJaNbMN6-gFriday, April 12, 13 40
  • 41. Search Video  Ads  -­‐    YouTube  TruView  In-­‐Search • 3  billion  videos  viewed  everyday • 400  million  mobile  views  a  day • 800  million  unique  global  visitors  a  monthFriday, April 12, 13 41
  • 42. Search Video  Ads  -­‐    YouTube  TruView  In-­‐SearchFriday, April 12, 13 42
  • 43. Search Video  Ads  -­‐    YouTube  TruView  In-­‐SearchFriday, April 12, 13 43
  • 44. Search Video  Ads  -­‐    YouTube  TruView  In-­‐SearchFriday, April 12, 13 44
  • 45. Search  -­‐  ToolsFriday, April 12, 13 45
  • 46. Search  -­‐  Take  Ac+on ‣ Op+mize  Your  Website ‣ Content,  Content,  Content!!! ‣ Op+mize  Each  Page  For  1-­‐2  Search  Terms ‣ Ac+vate  All  Widgets,  Connect  All  Social  Profiles,  All  Tracking ‣ Get  Reviews ‣ Get  In  Top  Directories  with  Consistent  N.A.P. ‣ Launch  YouTube  Promoted  Videos  Campaign  -­‐  Drive  To  Website ‣ Launch  PPC  Campaign  -­‐  Drive  To  Website ‣ Find  and  Reach  Out  to  Bloggers ‣ Publish,  Curate  and  Share  Content!!!Friday, April 12, 13 46
  • 47. Do  It  Yourself How  much  +me  per  month  will  it  take? Search  Engine  Op8miza8on Ini8al Technical  Op+miza+on                                                     Content  Op+miza+on                                                       Local  Directory  Marke+ng                                               Ongoing New  Content  Publishing                                                   Link  Building                                                                       Local  Directory  Marke+ng                                               Tracking  &  Repor+ng                                                         First  3  Months  -­‐  60  Hours   Ongoing  Months  -­‐  5  HoursFriday, April 12, 13 47
  • 48. Do  It  Yourself How  much  +me  per  month  will  it  take? Google  Adwords  PPC Ini8al Strategic  Campaign  Planning Keyword  Research Campaign  Buildout Search,  Display  and  YouTube* Ongoing Campaign  Management New  Feature  Tes+ng Tracking  &  Repor+ng First  3  Months  -­‐  10  Hours   Ongoing  Months  -­‐  2  HoursFriday, April 12, 13 48
  • 49. Do  It  Yourself How  much  +me  per  month  will  it  take? Facebook  Ads Ini8al Strategic  Campaign  Planning Direct  Response  Ads Fan  Growth  Campaigns Sponsored  Stories  Campaigns Ongoing Campaign  Management New  Feature  Tes+ng Tracking  &  Repor+ng First  3  Months  -­‐  10  Hours   Ongoing  Months  -­‐  1  HourFriday, April 12, 13 49
  • 50. Purpose  Built  For  Franchising Serving  the  Franchise  Community  Since  2001Friday, April 12, 13 50
  • 51. Need  Help?Friday, April 12, 13 51
  • 52. Need  Help? Packaged  Solu8ons  Based  Upon  Your  Needs Google  Adwords  PPC Facebook  Ads Search  Engine  Op8miza8on Ini8al Ini8al Ini8al Strategic  Campaign  Planning Strategic  Campaign  Planning Technical  Op+miza+on                                       Keyword  Research Direct  Response  Ads Content  Op+miza+on                                         Campaign  Buildout Fan  Growth  Campaigns Local  Directory  Marke+ng                                 Search,  Display  and  YouTube* Sponsored  Stories  Campaigns Ongoing Ongoing Ongoing New  Content  Publishing                                     Campaign  Management Campaign  Management Link  Building                                                         New  Feature  Tes+ng New  Feature  Tes+ng Local  Directory  Marke+ng                                 Tracking  &  Repor+ng Tracking  &  Repor+ng Tracking  &  Repor+ng                                         $300  to  $500+  USD  per  month $300  to  $500+  USD  per  month $500  USD  per  month Min.  180  Day  Commitment Min.  180  Day  Commitment Min.  180  Day  Commitment *  Approved  videos  to  be  provided  by  Mad  ScienceFriday, April 12, 13 52
  • 53. Q&A  and  Breakout  Sessions Come  Learn  How  To  Do  It  Yourself Breakout  Session  #1  ::   Local  Search  -­‐  How  To  Search  Engine  Op+mize  Your  Own  Website 1  Hour  Dura+on Breakout  Session  #2  ::   Local  Search  -­‐  Adwords  Campaign  Setup 1  Hour  Dura+on Breakout  Session  #3  ::   Local  Social  -­‐  Facebook  Ads  Setup 1  Hour  Dura+onFriday, April 12, 13 53
  • 54. Keep  Calm Get  Busy Don’t  Give  Up Thank  YouFriday, April 12, 13 54
  • 55. Breakout  Session  #1  ::   Local  Search  -­‐  How  To  Search  Engine  Op+mize  Your  Own  Website 1  Hour  Dura+onFriday, April 12, 13 55
  • 56. Agenda ‣ Introduc+on ‣ Discovery   ‣ Goals ‣ Strategy ‣ Tac+cs ‣    Research ‣ Market  Research ‣ Compe++ve  Research ‣ Keyword  Research ‣Op+miza+on ‣ Technical ‣ Content ‣ Linking ‣ Social ‣ Don’t  get  penalized!!!Friday, April 12, 13 56
  • 57. Introduc8on ‣ Understand  what  SEO  is  and  what  SEO  is  not ‣ Understand  the  basics  behind  best  prac8ce  SEO ‣ Understand  how  to  not  get  penalized  by  GoogleFriday, April 12, 13 57
  • 58. Discovery ‣ Goals  -­‐  To  drive  more  organic  traffic  via  search  engines  to  in-­‐ turn  drive  more  leads  and  ul+mately  drive  more  business ‣ Strategy  -­‐  To  gain  increased  local  marketshare  via  search   engines  for  in-­‐market  consumers ‣ Tac8cs    -­‐  Usage  of  SEO  and  Local  Directories  to  grow  presence   online  during  the  consumers  considera+on  phaseFriday, April 12, 13 58
  • 59. Research ‣ Market  Research  -­‐  What  Mad  Science  programs  are  most   popular  in  your  market?   ‣ Compe88ve  Research  -­‐  Who  owns  the  search  engines  locally? ‣ Keyword  Research    -­‐  What  is  the  search  popularity/demand   for  your  services  in  your  territory?  What  are  the  trends?Friday, April 12, 13 59
  • 60. Op8miza8on ‣ Technical  -­‐  Can  Google  crawl  your  site?    When  it  does  crawl  your  site   what  does  it  see?   ‣ Content  -­‐  When  Google  reads  your  content  does  each  page  focus  on  a   specific  topic  and  provide  useful  informa+on? ‣ Linking  -­‐  Internal  links  indicate  relevance,  usefulness  and  importance  to   the  search  engines.  External  links  indicate  popularity  and  authority. ‣ Social  -­‐  In  conjunc+on  with  external  links,  social  signals  (shares,   men+ons,  likes)  indicate  popularity  and  authority.Friday, April 12, 13 60
  • 61. Penal8es ‣ Link  -­‐  Don’t  pay  for  links.  Don’t  exchange  links.  Don’t  build  link   farms.  Don’t  hand-­‐craY  your  link  anchor  text. ‣ Duplicate  and  Poor  Content  -­‐  Unique,  localized  content  per   page  is  cri+cal.    Each  page  should  offer  a  unique  value   proposi+on.   ‣ Keywords  -­‐  Don’t  keyword  stuff.    Don’t  hide  text.  Don’t   overload  your  pages  with  more  than  1-­‐2  keywords.Friday, April 12, 13 61
  • 62. ChecklistKeyword  Research: Ini8al  Technical  Op8miza8on: Monthly  Recurring  SEO  Tasks:• Research  Vanity  Keywords • Crawl  Errors  Resolu+ons Ongoing  Technical  Op.miza.on:• Research  Online  Compe+tor  Websites   • Secondary  SiteMap  Implementa+on  -­‐  Images • Site  Structure  Op+miza+on• Research  Google  Trends • Secondary  SiteMap  Implementa+on  -­‐  Video • Crawl  Errors  Resolu+ons• Build  Ini+al  Root  Keyword  Opportunity  List • Secondary  SiteMap  Implementa+on  -­‐  Mobile Ongoing  Content  Op.miza.on:• Group  Keywords  By  Brand,  Ver+cals,  Industry Social  Profile  Plugins  Implementa+on • • Analyze  GA/GWT  for  Content  Opportunity• Vet  Ini+al  Root  Keyword  Opportunity  List • Social  Sharing  Plugins  Implementa+on • Content  Op+miza+on• Create  Final  Root  Keyword  List • Tracking  &  Repor+ng • Content  Seman+c  Op+miza+on• Iden+fy  Long-­‐Tail  Keyword  List Ongoing  Linkbuilding  Op.miza.on: Ini8al  Content  Op8miza8on: • Compe++ve  Analysis  using  OSESite  Audit  &  Benchmarking: • Site  Map  URL  to  Keyword  Alloca+on • General  Directory  Submissions• Setup  Google  Analy+cs  or  Log-­‐In • Confirm  Metadata  Format • Ver+cal  Directory  Submissions• Test  Google  Anlya+cs  Goals  Tracking • Implement  Title  Tags • Conversa+onal  Linkbuilding• Setup  Google  Webmaster  Tools • Implement  Meta  Descrip+ons Ongoing  Content  Marke.ng:• Audit  Site  Benchmarks • On-­‐Page  Op+miza+on  (Text,  Images,  Video) • Ar+cles • Traffic • Internal  Linking  Op+miza+on • Guest  Blogging • Sources • Blogger  Outreach • Content • Public  Rela+ons • Keywords • Social  SharingFriday, April 12, 13 62
  • 63. Breakout  Session  #2  ::   Local  Search  -­‐  Adwords  Campaign  Setup 1  Hour  Dura+onFriday, April 12, 13 63
  • 64. Agenda ‣ Introduc+on ‣ Discovery   ‣ Campaign  Goals ‣ Budge+ng ‣ Landing  Page ‣ Geo-­‐Targe+ng ‣ Tracking  &  Repor+ng ‣    Research ‣ Compe+tor  Research ‣ Brand  Research ‣ Local  Research ‣ Keyword  Tool  for  Ad  Groups  and  Keywords ‣ Campaign  Setup ‣    Ads  &  Ad  Groups  &  Keywords ‣    Launch  Campaign ‣    Tips  and  TricksFriday, April 12, 13 64
  • 65. Introduc8on ‣ Understand  what  and  how  PPC  works ‣ Understand  the  basics  behind  best  prac8ce  PPC  campaigns ‣ Understand  how  to  efficiently  spend  your  budgetFriday, April 12, 13 65
  • 66. Discovery ‣ Campaign  Goals  -­‐  Drive  high  quality,  in-­‐market  web  traffic  to  your   website  in  hopes  of  lead  conversion ‣ Budge8ng  -­‐  How  much  can  you  spend  each  day,  and  each  month?    Cost   per  click  averages  around  $2.81  in  the  U.S.    Thus,  $300  per  month  may   only  buy  you  3  -­‐  5  clicks  per  day ‣ Geo-­‐Targe8ng  -­‐  Know  your  Zip  Codes  or  City  Names.  Overlapping  just   happens ‣ Tracking  &  Repor8ng  -­‐  Use  the  Google  AdWords  Conversion  Tracking   Script.    Measure  based  upon  conversions,  not  clicks.Friday, April 12, 13 66
  • 67. Research ‣ Compe8tor  Research  -­‐  Top  search  brand  and  industry  queries  show   whose  Ads?     ‣ Brand  Research  -­‐  Anyone  bidding  on  your  brand  name?  How  much   search  volume  does  your  brand  have  in  your  local  market. ‣ Local  Research  -­‐  How  much  search  traffic  is  there  for  your  city  +   industry  queries? ‣ Keyword  Tool  for  Ad  Groups  and  Keywords  -­‐  Keyword  Tool  and  Traffic   Es+mator  are  not  exact  but  best  available  from  Google.  Past  data  does  not   guarantee  future  performance.Friday, April 12, 13 67
  • 68. Research ‣ Campaign  Setup ‣ Ads  &  Ad  Groups  &  Keywords ‣ Launch  Campaign ‣ Tips  and  TricksFriday, April 12, 13 68
  • 69. ChecklistDiscovery: Adwords  Set  Up: Bidding  Op8ons:  Click  "Advanced":Market  Research: Consumer  Service  or  Product  Campaign: • Select  "Focus  on  Clicks"  Radio  Bulon • What  is  the  primary  industry? • Brand  Ad  Group • Select  "Manually  Set  Bids"  Radio  Bulon • Who  are  the  top  compe+tors? • Compe+tor  Ad  Group • Check  "Enable  Enhanced  CPC"  box • Customer  demographics  to  consider? • Local  Service  Campaign • Posi+on  Preference  –  ONGeo-­‐targe.ng: • Geo-­‐appended  Services  -­‐  1  Ad  Group  per  Service • Add  Daily  Budget • By  Country?  By  State?  By  City?  By  Zip?   • Geo-­‐appended  Brand  -­‐  1  Ad  Group  per  loca+on • Delivery  Method  –  Standard  (Click  "Accelerated"  Budge.ng: Create  Ad  Copy  –  Unique  to  Each  Ad  Group: if  campaign  cant  spend  near  daily  budget) • Overall  monthly  budget? • Ad  Titles • Determine  Ad  Extensions • Overall  daily  budget? • Ideas  from  Website  Meta  Data • Loca+on  ExtensionsCampaign  Goals: • Ideas  from  Compe+tor  Adwords  Ads • Click  to  Call  Mobile  Phone  Numbers? • Lead  Genera+on? • Create  2  Ads  per  Ad  Group • Site-­‐links • Downloads? • Ensure  Campaign  Sewng  for  Ad  Rota+on  is   • Schedule  -­‐  Set  Start  &  End  dates • Collect  Email  Addresses? set  to  “Rotate  Evenly  Over  Time” • Ad  Rota+on  -­‐  Set  to  "Rotate  indefinitely"  (for   • View  a  Key  Page?   Create  Keyword  Lists  (by  Ad  Group): Split  tes+ng  of  ad  copy)Tracking  &  Repor.ng: • Focus  on  Exact  and  Broad  Match   • Frequency  Capping  -­‐  Set  to  "No  Cap  on   • Define  KPIs  -­‐  Cost  Per  Lead Create  New  Campaign  &  Adjust  Campaign  SeSngs: impressions"Website: • Search  Network  Only  -­‐  Display  campaign  is   • Keyword  Matching  -­‐  Set  radio  bulon  to  "include   • How  Many  Landing  Pages? always  separate plurals,  misspellings,  and  other  close  variants" • What  are  the  confirma+on  page(s)  URLs? • Select  "All  Features"  Radio  Bulon Create  Ad  Groups:Set  Your  Expecta.ons: • Networks  -­‐  Check  box  to  Include  Google  Search   • Copy/Paste  1st  Ad   • Expected  Monthly  Traffic  and  Avg.CPC Partners • Copy/Paste  Keywords • Google  Traffic  Es+mator • Devices  –  Now  that  "Enhanced"  Campaign  is  live   • Set  Ad  Group  Bids  at  20%  Above  Overall   • Expected  Monthly  Conversions  &  CPL -­‐  All  Devices Es+mated  Max.  CPCKeyword  Research  –  Get  Ideas  from: • Loca+ons  -­‐  Select  and  Double  Check  Geo-­‐ • Copy/Paste  2nd,  3rd,  4th,  etc  Ad  Groups • Keyword  Tool  -­‐  Check  all  match  types targe+ng  Sewngs Conversion  Tracking  Set  Up: • Previous  Campaigns • Advanced  Loca+on  Radio  Bulons   • Use  one  Conversion  per  Confirma+on  Page • Nega+ve  Keywords • Use  both  "Recommended”  features • Define  Based  on  Goals • Google  Suggest • Enable  Other  Languages?  (ie:  French  if  Geo-­‐ • Create  Script • Long-­‐tail  sugges+ons targe+ng  in  Quebec) • Verify  Script  is  on  the  right  page • Nega+ve  Keyword  sugges+ons Go  Live  and  Test  Lead  and  Conversion  TrackingFriday, April 12, 13 69
  • 70. Breakout  Session  #3  ::   Local  Social  -­‐  Facebook  Ads  Setup 1  Hour  Dura+onFriday, April 12, 13 70
  • 71. Agenda ‣ Introduc+on ‣ Discovery   ‣ Campaign  Goals ‣ Landing  Page ‣ Geo-­‐Targe+ng ‣ Audience ‣    Campaign  Setup ‣ Landing  Page ‣ Ads  and  Ad  Copy ‣ Audience  Targe+ng ‣ Budge+ng ‣ Launch  CampaignFriday, April 12, 13 71
  • 72. Introduc8on ‣ Understand  what  and  how  Facebook  Ads  work ‣ Understand  the  basics  behind  best  prac8ce  Facebook  Ads  campaigns ‣ Understand  how  to  efficiently  spend  your  budgetFriday, April 12, 13 72
  • 73. Discovery ‣ Campaign  Goals  -­‐  Drive  high  quality,  in-­‐market  web  traffic  to  your   website  in  hopes  of  lead  conversion ‣ Budge8ng  -­‐  How  much  can  you  spend  each  day,  and  each  month?     Experience  shows  that  $300  per  month  is  the  minimum  effec+ve  budget ‣ Geo-­‐Targe8ng  -­‐  Know  your  Zip  Codes  or  City  Names.  10  -­‐  25  mile  radius. ‣ Audience  -­‐  What  interests  and  affini+es  does  your  target  audience  have?   Kids  educa+on,  kids  entertainment,  PTA,  Science,  Science  Club,  etc,  etc...Friday, April 12, 13 73
  • 74. Campaign  Setup ‣ Landing  Page ‣ Ads  and  Ad  Copy ‣ Audience  Targe8ng ‣ Budge8ngFriday, April 12, 13 74
  • 75. Checklist Discovery: Choose  Audience: Campaign,  Pricing  and  Schedule: Market  Research: Loca.on  Setup: • Set  Campaign  Name  -­‐  Service  and  Target   • What  is  the  primary  industry? • Select  City  with  Radius  of  10  or  25  miles Based • Who  are  the  top  compe+tors? • Select  Zips  and  enter  Zip  Codes • Campaign  Budget  -­‐  $10  per  Day • Customer  demographics  to  consider? Age  and  Gender: • Campaign  Schedule  -­‐  Check  Box  -­‐  Run   • Customer  affini+es? • Select  Audience  Age  Range Campaign  Con+nuously  Star+ng  Today Geo-­‐targe.ng: • Select  Gender • Conversion  Tracking  -­‐  Select  Leads  and   • By  Country?  By  State?  By  City?  By  Zip?   Interests: Name Budge.ng: • Select  keywords  related  to  Brand Pricing: • Overall  monthly  budget? • Select  keywords  related  to  Audience  Interests • Select  "Op+mize  for  Clicks" • Overall  daily  budget? • Review  &  select  Suggested  Likes  and  Interests • Set  Bid  -­‐  Between  $1  -­‐  $2  per  click;  Max   Campaign  Goals: • Broad  Categories  -­‐  Parents  with  Children $2.50 • Lead  Genera+on? Connec.ons: Place  Order • Fan  Growth? • Select  Anyone Tracking  &  Repor.ng: • Friends  of  Connec+ons: • Define  KPIs  -­‐  Cost  Per  Lead  or  Cost  Per  Fan • Leave  Blank Landing  Pages: Rela.onship: • Website  Pages  (Lead  Genera+on)? • Orienta+on  -­‐  Select  Interested  In  All • Fan  Growth  (Facebook  Page)? • Rela+onship  -­‐  Select  All  Checkboxes Set  Your  Expecta.ons: Language: • Expected  Monthly  Audience • Select  Language(s) • Expected  Cost  Per  Click Educa.on: • Expected  Monthly  Conversions  &  CPL • Select  All Campaign  Setup: Workplaces: • Choose  Facebook  Des+na+on • Leave  Blank • Develop  Headline  -­‐  Use  Local  City • Develop  Ad  Copy  -­‐  Clear  Call  To  Ac+on • Upload  Image  -­‐  Use  people  and  vibrant  colors • Related  Page-­‐Check  Box  to  show  Social  Ac+vityFriday, April 12, 13 75