Using Google Adwords and Facebook Ads to Maximize Marketing Success<br />Presented by<br />Brad Kleinman and David Toth<br...
Marketing Strategy<br />
Some Statistics<br />85% of Internet users use search engines<br />1 out of 2 internet users use search engines every day<...
Pay Per Click Foundations<br />Based on an auction system<br />Higher bid -&gt; Higher Placement<br />Only pay for clicks<...
The Bad
It can generate traffic
It is easy and fast
It can be a bargain
Bidding wars
Does not scale well
Low click through rates</li></li></ul><li>Online Advertising Options<br />
Benefits to Online ads<br />
Search Marketing<br />Organic<br />Rankings based on search engine crawlers<br />No tangible cost <br />Longer lasting<br ...
SERP Page<br />
Keyword Tool<br />
Keyword Tool<br />
Keyword Analysis<br />
Google Adwords<br />Keyword research<br />Creating Ads<br />Allocating a budget<br />Landing pages<br />Optimizing ads<br ...
Creating an Ad<br />Must have a google account for your organization<br />
Landing Page<br />Call to Action<br />Content Relevant<br />Keyword rich <br />Multiple landing pages is not bad<br />Can ...
Optimizing Ads<br />Broad vs phrase vs exact<br />CTR %<br />Keyword selection<br />A/B testing<br />Create Goals<br />Tar...
Google Analytics<br />
Adwords Dashboard<br />
Comparing campaigns<br />
Measuring the campaign<br />
Measuring Keywords<br />
Facebook Advertisements<br />
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Google Adwords and Facebook Ads for Continuing Education Professionals - NCCET 2009 Conference - Austin Texas - October 2009

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Brad Kleinman and David Toth of WorkSmart Integrated Marketing discuss Google Adwords and Facebook Ads for Continuing Education Professionals at the National NCCET Conference in Austin Texas in October 2009. Learn more at htttp://www.WorkSmartIM.com.

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Transcript of "Google Adwords and Facebook Ads for Continuing Education Professionals - NCCET 2009 Conference - Austin Texas - October 2009"

  1. 1. Using Google Adwords and Facebook Ads to Maximize Marketing Success<br />Presented by<br />Brad Kleinman and David Toth<br />www.WorkSmartIM.com<br />
  2. 2. Marketing Strategy<br />
  3. 3. Some Statistics<br />85% of Internet users use search engines<br />1 out of 2 internet users use search engines every day<br />7.3 B searches conducted monthly in US<br />
  4. 4. Pay Per Click Foundations<br />Based on an auction system<br />Higher bid -&gt; Higher Placement<br />Only pay for clicks<br /><ul><li>The Good
  5. 5. The Bad
  6. 6. It can generate traffic
  7. 7. It is easy and fast
  8. 8. It can be a bargain
  9. 9. Bidding wars
  10. 10. Does not scale well
  11. 11. Low click through rates</li></li></ul><li>Online Advertising Options<br />
  12. 12. Benefits to Online ads<br />
  13. 13. Search Marketing<br />Organic<br />Rankings based on search engine crawlers<br />No tangible cost <br />Longer lasting<br />More qualified traffic<br />Paid<br />Fee based bid system<br />Cost per click (CPC) vs Cost per impression (CPM)<br />
  14. 14. SERP Page<br />
  15. 15. Keyword Tool<br />
  16. 16. Keyword Tool<br />
  17. 17. Keyword Analysis<br />
  18. 18. Google Adwords<br />Keyword research<br />Creating Ads<br />Allocating a budget<br />Landing pages<br />Optimizing ads<br />Measuring conversion<br />
  19. 19. Creating an Ad<br />Must have a google account for your organization<br />
  20. 20. Landing Page<br />Call to Action<br />Content Relevant<br />Keyword rich <br />Multiple landing pages is not bad<br />Can be within a micro site or within your college site architecture <br />Install Google Analytics!<br />
  21. 21. Optimizing Ads<br />Broad vs phrase vs exact<br />CTR %<br />Keyword selection<br />A/B testing<br />Create Goals<br />Target your Ads – demographic <br />
  22. 22. Google Analytics<br />
  23. 23. Adwords Dashboard<br />
  24. 24. Comparing campaigns<br />
  25. 25. Measuring the campaign<br />
  26. 26. Measuring Keywords<br />
  27. 27. Facebook Advertisements<br />
  28. 28. Facebook Ads – Step 1Create the Advertisement<br />
  29. 29. Facebook Ads – Step 2Target the Advertisement<br />
  30. 30. Facebook Ads – Step 3Set up the Campaign<br />
  31. 31. Facebook Ads – Step 4Place the ad and measure results<br />
  32. 32. Facebook Ads – Step 5 Measure the Results and Improve<br />
  33. 33. Using Google Adwords and Facebook Ads to Maximize Marketing Success<br />Presented by<br />Brad Kleinman and David Toth<br />www.WorkSmartIM.com<br />

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