Online Advertising For Local Businesses Online Impact  6/5/09
Agenda <ul><li>Types of online advertising </li></ul><ul><li>Demographics  </li></ul><ul><li>Fundamentals </li></ul><ul><l...
Poll <ul><li>Who is currently advertising online? </li></ul><ul><li>Which sites are you advertising on? </li></ul><ul><li>...
Why Advertise Online? <ul><li>Cost effective </li></ul><ul><li>Target </li></ul><ul><li>Search </li></ul><ul><li>Reach </l...
Demographics <ul><li>Facebook: </li></ul><ul><li>Adults 18+ </li></ul><ul><li>United States – 56,800,580 </li></ul><ul><li...
Types Of Online Advertising <ul><li>Contextual </li></ul><ul><li>Ex. Google </li></ul><ul><li>Display </li></ul><ul><li>Ex...
Types Of Online Adv. Cont.
Types Of Online Adv. Cont.
Measurement <ul><li>Impression (view) </li></ul><ul><li>Click (click-through) </li></ul><ul><li>Click-Through Rate </li></ul>
Links <ul><li>Destination URL </li></ul><ul><li>Display URL </li></ul>
Bidding <ul><li>Pay Per Click (PPC) </li></ul><ul><li>Pay Per Thousand Impressions (PPM) </li></ul>
Google
Google Maps <ul><li>Millions search every day </li></ul><ul><li>Free </li></ul><ul><li>Update listing at anytime </li></ul...
Google Maps cont. <ul><li>Create a Google account </li></ul><ul><li>Search for your listing(s) </li></ul><ul><li>Claim </l...
Google Maps cont.
Google Maps cont.
Google Maps cont.
Google Maps cont.
Google Maps cont.
Google Maps Example
Google Maps Example Cont.
Google AdWords <ul><li>Most popular search engine </li></ul><ul><li>200+ million search queries per day </li></ul><ul><li>...
Google AdWords Cont.
Google AdWords Cont.
Facebook
Facebook Cont. <ul><li>Design your ad </li></ul><ul><li>Set targeting </li></ul><ul><li>Select campaign </li></ul><ul><li>...
Facebook Cont. <ul><li>How To:  Facebook.com </li></ul>
Facebook Cont.
Conclusion <ul><li>Old ways of doing business/client reluctance means adv. culture won’t change overnight </li></ul><ul><l...
Questions? <ul><li>Slides are available on Facebook and LinkedIn: </li></ul><ul><li>companies.to/garveycommunication </li>...
Contact Info. <ul><li>Mary Fallon </li></ul><ul><li>(413) 736-2245 </li></ul><ul><li>[email_address] </li></ul><ul><li>Lin...
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Online Advertising for Local Businesses By Mary Fallon

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Online Advertising for Local Businesses By Mary Fallon

  1. 1. Online Advertising For Local Businesses Online Impact 6/5/09
  2. 2. Agenda <ul><li>Types of online advertising </li></ul><ul><li>Demographics </li></ul><ul><li>Fundamentals </li></ul><ul><li>How to’s </li></ul>
  3. 3. Poll <ul><li>Who is currently advertising online? </li></ul><ul><li>Which sites are you advertising on? </li></ul><ul><li>Are you advertising to drive sales or promote a brand? </li></ul>
  4. 4. Why Advertise Online? <ul><li>Cost effective </li></ul><ul><li>Target </li></ul><ul><li>Search </li></ul><ul><li>Reach </li></ul><ul><li>Measure </li></ul><ul><li>Act now </li></ul>
  5. 5. Demographics <ul><li>Facebook: </li></ul><ul><li>Adults 18+ </li></ul><ul><li>United States – 56,800,580 </li></ul><ul><li>Within 25 miles of Springfield – 80,760 </li></ul><ul><li>Comparison: </li></ul><ul><li>The Reminder circulation – 50,725 </li></ul>
  6. 6. Types Of Online Advertising <ul><li>Contextual </li></ul><ul><li>Ex. Google </li></ul><ul><li>Display </li></ul><ul><li>Ex. MassLive </li></ul>
  7. 7. Types Of Online Adv. Cont.
  8. 8. Types Of Online Adv. Cont.
  9. 9. Measurement <ul><li>Impression (view) </li></ul><ul><li>Click (click-through) </li></ul><ul><li>Click-Through Rate </li></ul>
  10. 10. Links <ul><li>Destination URL </li></ul><ul><li>Display URL </li></ul>
  11. 11. Bidding <ul><li>Pay Per Click (PPC) </li></ul><ul><li>Pay Per Thousand Impressions (PPM) </li></ul>
  12. 12. Google
  13. 13. Google Maps <ul><li>Millions search every day </li></ul><ul><li>Free </li></ul><ul><li>Update listing at anytime </li></ul><ul><li>Manage multiple locations from one account </li></ul>
  14. 14. Google Maps cont. <ul><li>Create a Google account </li></ul><ul><li>Search for your listing(s) </li></ul><ul><li>Claim </li></ul><ul><li>Make edits </li></ul><ul><li>Verify ownership </li></ul>
  15. 15. Google Maps cont.
  16. 16. Google Maps cont.
  17. 17. Google Maps cont.
  18. 18. Google Maps cont.
  19. 19. Google Maps cont.
  20. 20. Google Maps Example
  21. 21. Google Maps Example Cont.
  22. 22. Google AdWords <ul><li>Most popular search engine </li></ul><ul><li>200+ million search queries per day </li></ul><ul><li>Google Network </li></ul>
  23. 23. Google AdWords Cont.
  24. 24. Google AdWords Cont.
  25. 25. Facebook
  26. 26. Facebook Cont. <ul><li>Design your ad </li></ul><ul><li>Set targeting </li></ul><ul><li>Select campaign </li></ul><ul><li>Set bidding </li></ul>
  27. 27. Facebook Cont. <ul><li>How To: Facebook.com </li></ul>
  28. 28. Facebook Cont.
  29. 29. Conclusion <ul><li>Old ways of doing business/client reluctance means adv. culture won’t change overnight </li></ul><ul><li>Instant measurements </li></ul><ul><li>Change media plan immediately </li></ul>
  30. 30. Questions? <ul><li>Slides are available on Facebook and LinkedIn: </li></ul><ul><li>companies.to/garveycommunication </li></ul>
  31. 31. Contact Info. <ul><li>Mary Fallon </li></ul><ul><li>(413) 736-2245 </li></ul><ul><li>[email_address] </li></ul><ul><li>LinkedIn.com/in/marykfallon </li></ul><ul><li>profile.to/marykfallon </li></ul>

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