"Online advertising"


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Tim Barlow gave a talk to the East Lothian Coffee Morning business group on 16th April 2011.

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"Online advertising"

  1. 1. Online advertising<br />A whistle stop tour...<br />Tim Barlow – Attacat<br />
  2. 2. Quick Introduction<br />
  3. 3. Rough Plan<br />SEM <br />AdWords<br />AdWords alternatives<br />Social Advertising<br />Facebook<br />Twitter<br />LinkedIn<br />Others<br />Display Advertising<br />Other<br />But please feel free to mess the plan up!<br />
  4. 4. Keyword Research<br />1 Minute Presentation<br />By ?<br />4<br />
  5. 5. Take-aways<br />It’s about 100’s, 1000’s or even 10,000’s of phrases<br />Very easy to leave a large chunk of business on the table.<br />5<br />
  6. 6. Prepared by Attacat<br />www.attacat.co.uk<br />Your Keyword Universe<br />Descriptive terms – e.g. Showers<br />Brands – e.g. Mira<br />Adjectives e.g. Cheap Showers<br />Geography – e.g. Glasgow Shower Shop<br />Misspellings – e.g. Mirar<br />Use of – e.g. Shower fitting<br />Related – e.g. bathroom mould<br />
  7. 7. Keyword Research<br />Brainstorm with Colleagues<br />Look at competitors sites<br />Ask existing customers<br />Website logs & Analytics<br />In site search logs<br />Use keyword tools<br />7<br />
  8. 8. AdWords Keyword Tool<br />8<br />
  9. 9. What<br />
  10. 10. The Process<br />
  11. 11. SEO<br />What<br />
  12. 12. How Adverts Are Ranked<br />
  13. 13. How Adverts Are Ranked<br />Max Bid x Quality Score<br />Whilst a simplification, assume Quality Score to equal Click Through Ratio<br />
  14. 14. How Adverts Are Ranked<br /><ul><li>AdWords rewards relevancy
  15. 15. Can pay less than your competitor for a higher position</li></ul>Quality Score<br />
  16. 16. <br />x<br />2 & 3<br />Quality Score<br />
  17. 17. Lessons to Learn<br />Need to bid on relevant keywords<br />Need good ad copy<br />Ad copy needs to be relevant to keywords<br />You can advertise on less relevant keywords but it will cost<br />Increasing focus on the post-click experience as well<br />Quality Score<br />
  18. 18.
  19. 19. Why should I be interested?<br />It’s new and exciting!<br />NEW!<br />WOW!<br />
  20. 20. Why should I be interested?<br />You don’t need to be a ‘social media ninja’ to get started.<br />Not yet a ‘saturated market’<br />Get ahead of competition – you’ll need to be quick<br />Pretty cheap at the moment<br />Massively popular website<br />Access niche markets with demographic targeting<br />
  21. 21. I know search advertising, but what’s this Facebook malarkey?<br />The similarities to search ads:<br /><ul><li>Familiar advert layouts</li></ul>GoogleFacebook<br />
  22. 22. The similarities<br /><ul><li>Similar payment and bidding</li></ul>GoogleFacebook<br />Cost-per-click (CPC) Cost-per-click (CPC)Pay when someone clicks<br />Cost-per-1000 (CPM) Cost-per-1000 (CPM)Pay for every 1000 impressions<br />Cost-per-action (CPA) ?Set ‘action’ fee or work towards CPA target<br />
  23. 23. The similarities<br /><ul><li>Accountable – track conversions, purchases or signups.Using JavaScript tags inserted into your website.</li></ul>Can also be modified to record SKUs and revenue values<br />GoogleFacebook<br />
  24. 24. The differences<br />The differences:<br /><ul><li>Images – a big opportunity to catch someone’s eye.</li></ul>GoogleFacebook<br />
  25. 25. The differences<br /><ul><li>Shown on demographic profiling choices.</li></li></ul><li>What kind of demographics?<br /><ul><li>Uses self-entered profile info for demographics.
  26. 26. Also use group memberships and ‘likes’.
  27. 27. Accurate and reliable</li></ul>I’m Mark Zuckerberg, and I know everything about you...bwoohahahahahah!<br />
  28. 28. Let’s make a Facebook advert<br />
  29. 29. Staying within Facebook...<br /><ul><li>Adverts to your website or your Facebook presence:
  30. 30. Business pages
  31. 31. Applications
  32. 32. Events
  33. 33. Groups</li></li></ul><li>The power of targeting!<br /><ul><li>Lets say you’ve bought a bar in, say, Aberdeen.
  34. 34. You want to improve awareness and attract customers.</li></li></ul><li>The power of targeting!<br />Based in Aberdeen<br />Aged 18–30<br />On a user’s birthday<br />Target people who are likely to be going out for a birthday drink<br />
  35. 35. The power of targeting!<br />Target by education or degree<br />Specific company employees<br />Like/don’t yet Like a page/event/app<br />Friends of those who like a page/event/app<br />
  36. 36. The power of targeting!<br />80 single, wannabe ninjas in Edinburgh<br />
  37. 37. The final step<br /><ul><li>Budget and payment
  38. 38. Credit card or Paypal</li></li></ul><li>Some examples of usage<br />?<br />
  39. 39. Gaining traction for Facebook pages<br /><ul><li>Initial ‘seeding’ and awareness of a Facebook brand.</li></ul>Fan ‘spikes’ from Facebook advertising<br />
  40. 40. Gaining traction for Facebook pages<br /><ul><li>During Facebook campaign:</li></ul> Evidence of 60% more ‘likes’ than directly attributable to Facebook advertising thanks to friend activity.<br /> Ads promoting pages, events and apps show social endorsements – viewer’s friends who have liked it.<br />
  41. 41. Publicising events<br /><ul><li>Upcoming event? Regionally or demographically targeted ad campaign.
  42. 42. You could target:
  43. 43. Company employees
  44. 44. Confirmed Facebook attendees
  45. 45. Friends of attendees</li></li></ul><li>Facebook app?<br /><ul><li>Great exposure for apps – just look at Farmville! There were others at it during the World Cup and new football season...</li></li></ul><li>Publicising your brand<br />Brand<br /><ul><li>With cost-per-click your brand is still benefiting from impressions.
  46. 46. Potentially only pay 10p for every 1000 times people see your brand.
  47. 47. CPM rate on guardian.co.uk for similar size is £30–40!</li></ul>Brand<br />Brand<br />
  48. 48. Increasing traffic and interest<br /><ul><li>One small-scale study of Facebook advertising across a range of clients found that, while increasing costs <3%:
  49. 49. Traffic lifted +4%
  50. 50. Average monthly newsletter subscriptions lifted +7%
  51. 51. Exits to brands’ other social media sites +50% </li></li></ul><li>Direct response<br /><ul><li>Or the old favourite...Use to sell or generate leads</li></li></ul><li>Reporting on performance<br /><ul><li>Lots of report data available
  52. 52. CPM rates for CPC campaigns
  53. 53. Post-click and -impression conversion data
  54. 54. Who ‘liked’ your advert</li></li></ul><li>Get the most from Facebook ads<br /><ul><li>Grab attention with your ad text
  55. 55. Use a call to action...
  56. 56. ...but dissuade irrelevant traffic that you’ll have to pay for. </li></ul>BUY NOW<br />
  57. 57. Get the most from Facebook ads<br /><ul><li>Be creative with your use of images
  58. 58. Can’t fit something in your text? Put the text into the image...
  59. 59. Think about your use of colours to stand out.
  60. 60. Or just include a picture of a ninja. Everyone loves ninjas.</li></li></ul><li>Get the most from Facebook ads<br /><ul><li>Keep your creative fresh
  61. 61. Facebook ads suffer from quick ‘burn out’
  62. 62. Rotate numerous ad variations, with differing images, headlines and text.
  63. 63. But ads won’t be rotated evenly in a campaign.</li></li></ul><li>Get the most from Facebook ads<br /><ul><li>Bidding
  64. 64. Be conservative, then play with spend subsequently.
  65. 65. Think laterally
  66. 66. Be creative with your targeting and adverts.
  67. 67. Try to be topical.
  68. 68. It’s easy to start, but hard to get right</li></li></ul><li>Get the most from Facebook ads<br /><ul><li>Account organisation
  69. 69. Segment by demographic instead of keywords.
  70. 70. Create specific landing pages.</li></li></ul><li>Get the most from Facebook ads<br /><ul><li>With Facebook pages, create custom landing page using iFrames.</li></li></ul><li>Sponsored Stories<br />Video?<br />
  71. 71. Twitter<br />
  72. 72.
  73. 73.
  74. 74. Other Social Ads<br />Digg<br />Stumble<br />
  75. 75.
  76. 76. Display<br />
  77. 77. Scared?<br /><ul><li>Please do get in touch.</li></ul>www.attacat.co.uk<br />www.attacat.co.uk/facebook<br />@attacats<br />@timbarlow<br />If you have enjoyed this. Please feel to recommend me on LinkedIn<br />