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Online Advertising
Must Have Answers.
What’s On Tap
 Define online advertising
 Why advertise online?
 Who should not advertise Online?
 What to expect
 De...
T H I S I S S U P E R C O O L
I T ’ S N O T T H E O N L Y W A Y
I ’ M N O T S A Y I N G I T ’ S R I G H T F O R Y O U
I ’ ...
Online Advertising Definition
 Online advertising, also called Internet advertising, uses
the Internet to deliver marketi...
Social Media Definition
 Forms of electronic communication through which users
create online communities to share
informa...
Online Advertising is Growing Rapidly
 In 2011, Internet advertising revenues in the United States
surpassed those of cab...
is from Advertising
85%
Of Facebook’s Q1’13
Revenue
Build a bridge to your customers.
Why Advertise Online?
Your
Audience
Closed
Business
Facebook
Email &
Direct Mail
Blog &
...
Don’t just build a bridge, cast a net.
Why Advertise Online?
Your
Audience
Closed
Business
WEBSITE
Blog
Email
& Direct
Mai...
Who should
not do it?
If you don’t have
a website
Who should
not do it?
If you don’t have
a website
If you don’t have
a plan
Who should
not do it?
If you don’t have
a website
If you don’t have
a plan
If you don’t plan
on tracking
Who should
not do it?
If you don’t have
a website
If you don’t have
a plan
If you don’t plan
on tracking
If you’re looking...
What to expect
 It ________ to really make an impact on your sales
pipeline (just like all other marketing activities)
 ...
Transition
from Sales
Funnel to
Hour Glass
A cultural sales shift
from hunting to farming.
B U I L D I N G Y O U R P L A N
Getting Started with
Online Advertising
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Outcomes of a successful campaign.
Exposure &
Branding
Lead
Generation
Promotions
Rise in SEO
Building
Relationships
Build...
Good Goals Examples
 Reach a new demographic by advertising our unbiased resources
geared towards young couples buying th...
Poor Goals Example
 Increase traffic to my
website
 Increase Facebook fans
 Keeping up with the
Jones’
These are poor g...
What is your online advertising goal?
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Leverage
Your
Marketing
Assets
Anything your company
has that can be utilized
to create reach.
Reach can be:
• Bought
• Bo...
What are your marketing assets?
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Market Review
Interests
Income
Gender
Education
Level
Communication
Style
Life Style
Age
Location
Relationship
Who are you...
Who is your target market?
W H E N T R Y I N G T O R E A C H T O E V E R Y O N E Y O U
E N D U P T O U C H I N G T O N O O N E A T A L L
C O N S I D ...
Facebook
Most used social
platform
Two-thirds of online
adults say they are
Facebook users
More women then men
Young adults
Pinterest
Well Educated
Higher Income
Women are 5 times
more likely to be in the
site than men
White
Ages 18-49
Twitter
16% of internet users
Doubled since 11/2010
Men and women nearly
equally
Mainly under 50, and
predominately 18-29
...
Google
Avg 67% of the US
search market, 62% in
Missouri
Bing only has 18%,
Yahoo 11%
Source: http://money.cnn.com/
2013/08...
Where is your
target market?
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Strategic Plan Components
Message
what
Application
how
Medium
where
Schedule
when
 Then narrow down all of your ideas
 V...
All marketing content is essentially composed to
achieve the same goal:
To get people to read it.
Message
what
Message
what
Direct Sales Approach
Examples
 Promotions/Deals
 Price driven decisions
 Commodities
 Commercials
 Time...
Message
what
Indirect Sales
Examples
 Testimonials
 Photo Galleries
 Writing
 Newsletters
 Success Stories
 Surveys
...
Message
what
Thought Leader/Industry Expert
Examples
 Written, Photo & Video
Tutorials
 Authoring
 Guides
 White Paper...
Which approach are you
most comfortable with?
Ad Writing Rules
_________ just have to write about what you do.
___________ to write about topics of value to your audien...
Every Ad
Must Have
A _________ with:
1) A clear ________ of
offer
2) A clear _________
3) A _______
landing page
descripti...
Strategic Plan Components
 Staff
 Equipment
 Client lists
 Processes
 Non-Client
Contacts
 Money/Trade
 Location
Ho...
Application
how
How can you use your assets to build more assets?
Builder vs. Driver
Which assets will be most effective to deliver
your message?
What are your building activities?
What are your driving acti...
Strategic Plan Components
 Facebook Ads
 Google Adwords
 Email Marketing (Yours or
Others)
 Blog (Yours or Others)
 S...
Popular DIY Advertising Mediums
Post Promotion/Boost Post Ads
 Bumps your post higher than it would
otherwise appear in your audience’s
news feeds.
 Sta...
 Types of ads
 Page post _____ ad
 Page post ___ ad
 Page post ___ ad
 ____ ad
 ______ ad
 Page ___ ad
photo
link
D...
Page post
photo ad
Best used for brand
awareness and
engagement for current
and prospective
customers and getting
people t...
Page post
link ad
Best used for getting
website conversions
including online sales
and lead generation
Page post
text ad
Best to use for brand
awareness for current
and prospective
customers and for
getting people to engage
w...
Event ad
Best used to get people
to join and attend your
event
Domain ad
Best used to get people
to join and attend your
event
Page like ad
Best used to get people
to like your Page
Targeting
 Gender
 Physical Location
 Age
 Precise Interest
 People who have expressed an
interest on their personal
...
Advanced Targeting
 Custom audiences
 Find members of their offline
audiences who are also on
Facebook using email addre...
Fee Structure
 Pay by impressions
 Or pay by clicks
 The user creates a
per day and
campaign lifetime
budget
 Ad quali...
_____ AdsSearch
Search ads are placed
____ to or _____
______ Google search
results.
next above
relevant
______Ads
Display ads are placed
on the Google Ads
____________ is a
large group of ______
and other products, like
______...
Targeting
 Contextual -
Keyword/Term
 Placement
 Show ads on specific
websites you choose
 Gender
 Physical Location
...
Fee Structure
 Pay per click
 Price for keywords are
determined by
competition for chosen
word or phrase
 Quality of ad...
Think _________
 Build business based on
referrals
 Reach out to your current
promoters
 Finding more people like
your ...
Think ________
 Compliment current
marketing efforts
 Make sure prospects find
you online
 Increase traffic to your
web...
Comparison
 Great for promoters, ok
for prospects
 Costs less but
generates less traffic to
site unless you have a
large...
Strategic Plan Components
 Daily
 Weekly
 Monthly
 Bi-Monthly
 Quarterly
 Time of year
 Time of month
 Day of the ...
What time of year, month, or week will
your ads be the most effective?
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Biggest Excuse for Not Tracking:
Fear of Failure
Use a _______
How to Track
My favorite:
Software
 _______ page views
 ______ visit duration
 _____ bounce rate
 _______ pages per visit
 _____ return visitors
Increas...
How will you measure the success of your campaign?
o Number of hits to your website
o Low bounce rate
o Number of pages vi...
Not Tracking Costs You
More Money
Than Advertising
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Focus on what’s working and do more of it!
 Tweak layout for
landing pages
 Tweak call to action
buttons
 Give viewers ...
When facing challenges
_____
Tweaking
Common Challenges:
Little to no clicks on ad
 Your keywords may to too specific
or ...
Tweaking
Common Challenges:
Little to no clicks on ad
High Bounce Rate
 Your offer and your message may
not match
 You m...
Tweaking
Common Challenges:
Little to no clicks on ad
High Bounce Rate
Not completing lead
form
 Too many questions on le...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Growing
 Add new mediums as they are built and become
appropriate
 Recycle content throughout additional mediums
 Grow ...
What’s On Tap
 Define online advertising
 Why advertise online?
 Who should not advertise Online?
 What to expect
 De...
Must Have Answers.
Online Advertising
Online Advertising
Online Advertising
Online Advertising
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Online Advertising

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Exploring different online advertising mediums including Google AdWords and Facebook Ads. How to begin your strategic plan and troubleshoot common challenges.

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Online Advertising

  1. 1. Online Advertising
  2. 2. Must Have Answers.
  3. 3. What’s On Tap  Define online advertising  Why advertise online?  Who should not advertise Online?  What to expect  Defining your why  Leveraging your marketing assets  Market Review  Strategic Plan  Facebook vs. Google  Tracking  Tweaking  Growing
  4. 4. T H I S I S S U P E R C O O L I T ’ S N O T T H E O N L Y W A Y I ’ M N O T S A Y I N G I T ’ S R I G H T F O R Y O U I ’ M J U S T S A Y I N G I T ’ S S U P E R C O O L Disclaimer
  5. 5. Online Advertising Definition  Online advertising, also called Internet advertising, uses the Internet to deliver marketing messages to consumers.  It includes ____________, __________________, ___________ ______, many types of ______________ (including ________ advertising), and _____________. email marketing search engine marketing social media marketing display advertising mobile advertisingweb banner Source: Wikipedia.org
  6. 6. Social Media Definition  Forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content  Types of social media include:  ____________________________________  __________________________________  _____________________  _______________________ Source: Merriam-Webster.com Social Networks (Facebook, LinkedIn, Twitter) Media Sharing (YouTube, Instagram, Flickr) Blogs (WordPress, Blogger) Blog Comments and Forums
  7. 7. Online Advertising is Growing Rapidly  In 2011, Internet advertising revenues in the United States surpassed those of cable television and nearly exceeded those of broadcast television.  In ____, Internet advertising revenues in the United States totaled $36.57 billion, a ___________ over the $31.74 billion in revenues in ____. Source: Wikipedia.org 2012 15.2% increase 2011
  8. 8. is from Advertising 85% Of Facebook’s Q1’13 Revenue
  9. 9. Build a bridge to your customers. Why Advertise Online? Your Audience Closed Business Facebook Email & Direct Mail Blog & Website Print Advertising Other possible digital components of your marketing bridge: Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords
  10. 10. Don’t just build a bridge, cast a net. Why Advertise Online? Your Audience Closed Business WEBSITE Blog Email & Direct Mail Facebook Print Advertising
  11. 11. Who should not do it? If you don’t have a website
  12. 12. Who should not do it? If you don’t have a website If you don’t have a plan
  13. 13. Who should not do it? If you don’t have a website If you don’t have a plan If you don’t plan on tracking
  14. 14. Who should not do it? If you don’t have a website If you don’t have a plan If you don’t plan on tracking If you’re looking for a miracle
  15. 15. What to expect  It ________ to really make an impact on your sales pipeline (just like all other marketing activities)  It _________, at the very least time and your time is worth money  A ___________, it’s not as straight forward as they want you to believe it is  It is ______________ so it can be modified for better results  To _________________  Save you ____ and make you _____ in the ______ takes time costs money learning curve incredibly trackable know when it’s working time money long run
  16. 16. Transition from Sales Funnel to Hour Glass A cultural sales shift from hunting to farming.
  17. 17. B U I L D I N G Y O U R P L A N Getting Started with Online Advertising
  18. 18. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
  19. 19. Outcomes of a successful campaign. Exposure & Branding Lead Generation Promotions Rise in SEO Building Relationships Building Credibility Increase Growth Defining Your Why.
  20. 20. Good Goals Examples  Reach a new demographic by advertising our unbiased resources geared towards young couples buying their first home so they will feel empowered, comfortable and supported throughout the home buying process. Building a relationship with our viewers so they will be more likely to work with us when they’re ready to buy.  Advertising to drive traffic to our website for our online service estimator to gather lead information and prequalify leads by enabling the sales staff to spend their time working with businesses that they can impact the most. + +
  21. 21. Poor Goals Example  Increase traffic to my website  Increase Facebook fans  Keeping up with the Jones’ These are poor goals because they: • Are only outcomes of advertising activities • Lack action plans • Do not share a purpose • Are advertiser centered - - -
  22. 22. What is your online advertising goal?
  23. 23. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
  24. 24. Leverage Your Marketing Assets Anything your company has that can be utilized to create reach. Reach can be: • Bought • Borrowed • Built Client & Non-Client Contacts • Email List • Mailing Address List • Facebook Friends/Fans • Twitter Followers • Blog Followers • Email Subscribers Capital • Services for Trade • Funds to Invest Staff • Sales • Designers • Writers • Delivery Truck Drivers • Interns • Kids Ready Made Marketing Materials • Previously Designed Ads • Testimonials • Portfolio Photos • Ad Specialty Items Sphere of Influence • Strategic Alliances • BNI Chapter • Rotary Group • Neighborhood Association • Church • Gym • Country Club Location • Shared Building Space • Signage • Window/Display Space • Sidewalks Equipment • Printer • Company Cars • CRM • Smart Phones Processes • Checkout • Sales
  25. 25. What are your marketing assets?
  26. 26. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
  27. 27. Market Review Interests Income Gender Education Level Communication Style Life Style Age Location Relationship Who are you speaking to? What value can you create that will help a person at a specific point in their life make a decision to use your service?
  28. 28. Who is your target market?
  29. 29. W H E N T R Y I N G T O R E A C H T O E V E R Y O N E Y O U E N D U P T O U C H I N G T O N O O N E A T A L L C O N S I D E R C R E A T I N G B U Y E R P E R S O N A S T O H E L P Y O U S E E Y O U R S E L F I N T H E S H O E S O F Y O U R T A R G E T M A R K E T Talk to Someone Special, Not Everyone in General SBDC offers services to assess your current clients and their media preferences
  30. 30. Facebook Most used social platform Two-thirds of online adults say they are Facebook users More women then men Young adults
  31. 31. Pinterest Well Educated Higher Income Women are 5 times more likely to be in the site than men White Ages 18-49
  32. 32. Twitter 16% of internet users Doubled since 11/2010 Men and women nearly equally Mainly under 50, and predominately 18-29 More urban-dwellers than suburban and rural
  33. 33. Google Avg 67% of the US search market, 62% in Missouri Bing only has 18%, Yahoo 11% Source: http://money.cnn.com/ 2013/08/20/technology/enterprise/ google-states/index.html More men than women Middle class $30,000- $149,000 Largest user group is age 25-34 Source: http://www.flowtown.com/ blog/whos-using-google
  34. 34. Where is your target market?
  35. 35. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
  36. 36. Strategic Plan Components Message what Application how Medium where Schedule when  Then narrow down all of your ideas  Visit your core values as a company, how can you give back and gain as a side effect?  What do your prospects really need to make a buying decision? DREAM BIG!
  37. 37. All marketing content is essentially composed to achieve the same goal: To get people to read it. Message what
  38. 38. Message what Direct Sales Approach Examples  Promotions/Deals  Price driven decisions  Commodities  Commercials  Timely  Sales Persons Enforce Arguments  Interrupt  Good for right now buyers  Noise, not memorable  Not building a relationship  Not building a promoter Communicating With and For Are you promoting or conversing?
  39. 39. Message what Indirect Sales Examples  Testimonials  Photo Galleries  Writing  Newsletters  Success Stories  Surveys Arguments  Giving prospects what they need to judge your company  Listening to them in a controlled setting  Could build a promoter if the sales and post sale process is right Communicating With and For
  40. 40. Message what Thought Leader/Industry Expert Examples  Written, Photo & Video Tutorials  Authoring  Guides  White Papers  Books  Trend & Comparison Reports  FAQ’s Arguments  Builds credibility  Memorable  Shares company values  Creates a reason to return  Fosters relationships with future buyers Communicating With and For
  41. 41. Which approach are you most comfortable with?
  42. 42. Ad Writing Rules _________ just have to write about what you do. ___________ to write about topics of value to your audience. You don’t You do have
  43. 43. Every Ad Must Have A _________ with: 1) A clear ________ of offer 2) A clear _________ 3) A _______ landing page description call to action lead form
  44. 44. Strategic Plan Components  Staff  Equipment  Client lists  Processes  Non-Client Contacts  Money/Trade  Location How the message will be delivered: Use your assets to cost effectively deliver your message. Message what Application how Medium where Schedule when
  45. 45. Application how How can you use your assets to build more assets? Builder vs. Driver
  46. 46. Which assets will be most effective to deliver your message? What are your building activities? What are your driving activities?
  47. 47. Strategic Plan Components  Facebook Ads  Google Adwords  Email Marketing (Yours or Others)  Blog (Yours or Others)  Social Media Where your message will be most effectively be distributed: Message what Application how Medium where Schedule when
  48. 48. Popular DIY Advertising Mediums
  49. 49. Post Promotion/Boost Post Ads  Bumps your post higher than it would otherwise appear in your audience’s news feeds.  Starts at $15.00.  New in May 2012.  Increases the likelihood that people will:  See your message in their news feed.  Become aware of your business.  Respond to your offer or sales promotion.
  50. 50.  Types of ads  Page post _____ ad  Page post ___ ad  Page post ___ ad  ____ ad  ______ ad  Page ___ ad photo link Domain like text Event Post promotion ads
  51. 51. Page post photo ad Best used for brand awareness and engagement for current and prospective customers and getting people to engage with your Page or post
  52. 52. Page post link ad Best used for getting website conversions including online sales and lead generation
  53. 53. Page post text ad Best to use for brand awareness for current and prospective customers and for getting people to engage with your Page or post
  54. 54. Event ad Best used to get people to join and attend your event
  55. 55. Domain ad Best used to get people to join and attend your event
  56. 56. Page like ad Best used to get people to like your Page
  57. 57. Targeting  Gender  Physical Location  Age  Precise Interest  People who have expressed an interest on their personal timeline, may be drawn from their listed interests, activities, education and job titles, pages they like, or groups to which they belong.  Broad Categories  A wider audience that shares similar interest and traits, but falls into a certain general category. People who have included information in their timelines relevant to that category.
  58. 58. Advanced Targeting  Custom audiences  Find members of their offline audiences who are also on Facebook using email addresses, phone numbers, or Facebook user IDs to make the match, allowing to reach segments based on information you already have about them via your own, offline databases  Lookalike audiences  Find more people who are similar to those in your custom audience lists and are likely to have an interest in your products Options based on relationship status, language, education and workplace.
  59. 59. Fee Structure  Pay by impressions  Or pay by clicks  The user creates a per day and campaign lifetime budget  Ad quality factors into cost good CTR is lower cost  Advertisers bid on ad space, if your bid is the highest and your maximum bid amount is not met you will be charged the bid amount needed to outbid the competition  Ads that have performed better in the past are giving precedence over those that performed poorly. Facebook uses the following equation: CPC bid x CTR = eCPM
  60. 60. _____ AdsSearch Search ads are placed ____ to or _____ ______ Google search results. next above relevant
  61. 61. ______Ads Display ads are placed on the Google Ads ____________ is a large group of ______ and other products, like ___________ and ____, who have partnered with Google to display Ad Words ads. Ad Types Available: ____ & _______ Display Display Network websites email programs blogs DisplayText
  62. 62. Targeting  Contextual - Keyword/Term  Placement  Show ads on specific websites you choose  Gender  Physical Location  Age  Remarketing  Interest  People whose online behaviors show a common interest, like sports or travel. Web users can identify their own interests through the Ads Preferences Manager.  Topic  Close cousin to interest categories, based on sites rather than audience. Pick a topic your ads show on sites related to the topic. Often more efficient than choosing them one by one.
  63. 63. Fee Structure  Pay per click  Price for keywords are determined by competition for chosen word or phrase  Quality of ad factors into price per click Google Quality Score Click Through Rate Landing Page Historical Perform- ance Various Relevancy Factors Ad Relevancy Keyword Relevancy
  64. 64. Think _________  Build business based on referrals  Reach out to your current promoters  Finding more people like your promoters  Build awareness for your brand  Drive traffic to your website  Building a communication asset When to use: Facebook is good for you if you’re looking to: Promoters
  65. 65. Think ________  Compliment current marketing efforts  Make sure prospects find you online  Increase traffic to your website  Generate leads through your website When to use: Prospects Google is good for you if you’re looking to:
  66. 66. Comparison  Great for promoters, ok for prospects  Costs less but generates less traffic to site unless you have a large group of fans  Limited format options  Great for prospects  Costs much more but generates more traffic to the site  Lots of format options
  67. 67. Strategic Plan Components  Daily  Weekly  Monthly  Bi-Monthly  Quarterly  Time of year  Time of month  Day of the week  Time of day When is the most effective time for you to run ads: Message what Medium where Application how Schedule when
  68. 68. What time of year, month, or week will your ads be the most effective?
  69. 69. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
  70. 70. Biggest Excuse for Not Tracking: Fear of Failure
  71. 71. Use a _______ How to Track My favorite: Software
  72. 72.  _______ page views  ______ visit duration  _____ bounce rate  _______ pages per visit  _____ return visitors Increase Longer Lower Increase More Measuring for Engagement = Good visitor engagement
  73. 73. How will you measure the success of your campaign? o Number of hits to your website o Low bounce rate o Number of pages visited o Amount of time on site o Number of returning visitors o Follower head count o Leads generated o Lead quality o Closed business o Revenue generated o SEO ranking improvements Measuring Success Exposure & Branding Lead Generation Promotions Rise in SEO Building Relationships Building Credibility Increase Growth
  74. 74. Not Tracking Costs You More Money Than Advertising
  75. 75. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
  76. 76. Focus on what’s working and do more of it!  Tweak layout for landing pages  Tweak call to action buttons  Give viewers more of what they like  Don’t let pride get in the way of success  Keep up with your competition and industry trends  Add more assets to campaigns and mediums that work  If you don’t know what’s working ask for help Tweaking
  77. 77. When facing challenges _____ Tweaking Common Challenges: Little to no clicks on ad  Your keywords may to too specific or technical  Your offer may not be what prospects are looking for  Your budget may be too low  Your target market may be too small  You may have selected a target market uninterested in your product  You may not be delivering your message in the right medium go left
  78. 78. Tweaking Common Challenges: Little to no clicks on ad High Bounce Rate  Your offer and your message may not match  You may over promise in your offer and not deliver on your message  You may not have a clear conversion path so people may not know where to go next  The landing page may be confusing or unattractive,  Your site may not look credible
  79. 79. Tweaking Common Challenges: Little to no clicks on ad High Bounce Rate Not completing lead form  Too many questions on lead form  Inadequate offer description  Offer too far down the funnel, offer an alternative option that requires less commitment  Consider adding photos of offer  Form not working properly  Brighten form button  Tweak button text to make it more descriptive of next step  Poor form placement
  80. 80. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
  81. 81. Growing  Add new mediums as they are built and become appropriate  Recycle content throughout additional mediums  Grow your reach to grow promoters and grow your business
  82. 82. What’s On Tap  Define online advertising  Why advertise online?  Who should not advertise Online?  What to expect  Defining your why  Leveraging your marketing assets  Market Review  Strategic Plan  Facebook vs. Google  Tracking  Tweaking  Growing
  83. 83. Must Have Answers.
  84. 84. Online Advertising

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