An overview of starting paid advertising campaigns on three popular platforms, including how to target prospects for B to C and B to C, mistakes to avoid, pro tips, and how to measure success

1. Advertising Online
Where, When, How and Who to Target
with Google, Facebook, and LinkedIn

2. Who am I?
Elijah Litscher
Chief Digital Strategist and Owner
The Loop Marketing Inc
• 10 years of experience in developing successful programs for
businesses
• Certified Google Agency Partner
• Manage between a quarter and half million dollars of advertising
budget for small business clients each year

3. About you?

4. Terminology / Features
• Pay per Click
• Pay per Impression
• Cost per Action
• Cost per Conversion / Lead
• Cost per Acquisition
• Click Through Rate
• Quality Score
• Remarketing
• Native Advertising
• Google Analytics
• Landing Pages
• A/B Testing
• Attribution
• Call to Action

5. Ad Impressions
Organic Search
Impressions
Ad Clicks
Organic Traffic
Remarketing Ad Clicks
Website Data (time on
site, pages)
Phone Calls
Emails / Form Sends
Awareness
Interest
Decision
Action
?
Funnel and KPIs

6. How to Determine Budget
• ROI, ROI, ROI – Find positive ROI and then find the saturation level
• Look at cost per day vs. clicks to make sure your budget has a chance

7. Overview: Google
“Some say Google is God. Others say Google is Satan. But is they think
Google is too powerful, remember that with search engines – unlike
other companies – all it takes is a single click to go to another search
engine.”
– Sergey Brin, Google Co-Founder

8. Google Search Results

9. Google Pro Tips
• Do thorough keyword research
• Do not accept the Google Default account settings!
• Use sitelinks
• Experiment plenty, take chances
• Track everything

10. Overview: Facebook
“Facebook was not originally created to be a company. It was built to
accomplish a social mission - to make the world more open and
connected.”
– Mark Zuckerberg, Facebook Founder

11. Facebook Ad Types
• Lots of different types of ads
(boost, mobile, desktop, right
column)
• App engagement
• Brand awareness
• Website Clicks
• Web Conversions
• Event Responses
• Lead Generation
• Offers and Coupons
• Page Likes
• Video Views
• Local awareness (great for restaurants and
“stop by” type places)

12. Facebook Pro Tips
• Promoted images cannot have more than 20% text – save the image for impact
and give details in the post text
• Don’t forget Call to Action!
• Change page to be visible only to those in the US
• Pay close attention to reviews and reply to messages quickly (use the phone
Pages app)
• If current customers “like” your page, you can effectively target their friends
• Beware changes!

13. Overview: LinkedIn
“Social networks do best when they tap into one of the seven deadly
sins. Facebook is ego. Zynga is sloth. LinkedIn is greed.”
– Reid Hoffman, Co-Founder of LinkedIn

14. LinkedIn Ad Types
• Sponsored Content – Native Ads
• Sponsored InMail
• Dynamic Ads
• Display Ads
• Text Ads

15. Why no others?

16. Why not display?
• Average click through rate is only 0.06%
• Only 2.8% of participants thought that ads on a
website were relevant
• About 50% of clicks on display ads are accidental
• 198 million active Ad Blocker users worldwide

17. Pro Tips
• Asking for contact information can turn a visitor into a prospect. Ask for the minimum.
• Use Remarketing.
• Internet traffic in general dips severely late at night and on the weekends. Plan accordingly.
• Control your budget for seasonal spikes.
• Avoid the temptation to send visitors directly to the home page. Create a landing page that does SOMETHING.
• Do A / B testing
• Bid aggressively and frontload your budget when you are starting a campaign

18. Targeting Customers
• Keyword
• Geography
• Day of Week
• Time of Day
• Device
• Language
• Retargeting
• CUSTOM AUDIENCES
• Geography
• “Interest” – Self identified by
what they “like” and “follow”
on Facebook
• Basic Demographics - Age,
Gender
• Advanced Demographics
• Income / Net Worth
• Children
• Property Ownership
• Vehicle Ownership
• Recent Home
• Etc
Geography
Age, Gender
Company Name
Company Size
Job title
Seniority
Industry / Skills
School / Degree
Member Groups
Member Personas

19. When to Use?

20. Local Retail
• Search Ads Targeted by Local
Geography
• Most successful – advertise
type of business not by
category or product (i.e.
“sporting goods store” vs.
“sporting goods” or
“basketball hoop”)
• Not recommended to
advertise each product if you
have hundreds of them
• If you aren’t very price
competitive, you may want to
skip individual products
• Make sure all of your business
location information is correct!!
• Post pictures of unique
products in unique settings,
welcoming pictures of inside
the store, pictures of local
business owners, etc
• Target posts by Geography and
by interests / demographics
• DEFINTELY promote sales –
feature hot items
May only be applicable in certain
cases

21. Local Service
• Google’s “bread and butter”
• Search Ads Targeted by Local
Geography
• May be relatively low “real”
competition
• In ads, include differentiators
such as “24 hour service”
• If you mainly schedule
business through the phone,
schedule ads during business
hours*
• Facebook is trying to increase
their impact here
• Reviews are more important for
service businesses than retail
• To keep top of mind, a service
strategy might be to get
exposure over time by
promoting “how to” videos,
project profiles, etc – but if
people don’t convert directly
from the call-to-action it may be
hard to calculate ROI
If the service has a long sales cycle
or is high ticket, it may make
sense to promote content over
time to increase authority and
brand activation

22. National Ecommerce
• Use for direct conversion
• Google Shopping places similar
products next to each other
for direct comparisons – needs
to be done through the
Merchant Center
• Price and free shipping are
what 90% of customers use to
make decisions
• Reviews are extremely
important! Bad reviews can
shutter businesses.
• Use for brand building and
direct conversion
• Can cover the entire country
with very specific targeting
relatively cheaply to maximize
budget effectiveness
• Great for NEW products and
innovations that people aren’t
shopping for yet
• Create contests and giveaways
for exposure and engagement
Not particularly effective except in
rare cases

23. Business to Business
• Search is effective for those
researching new vendors,
suppliers, or partners
• Landing page in most cases
should include a “mousetrap”
that collects information in
exchange for something
valuable, such as a white
paper. Your sales team will
love these leads!
• Many times keywords can be
inexpensive because they are
obscure – sometimes not
• Less effective in most cases –
targeting isn’t as employment
centered
• Very effective! This is where
this platform shines
• Directly target decision makers
in your industry with text ads
or promoted posts
• Avoid promoting posts on
weekends or evenings

24. Non Profits
• Very difficult to fundraise
directly
• Can be useful in finding
volunteers or people to help
• People love causes – ask them
to share!
• Tell stories and share them
• Always add your call-to-action
• Can be very effective in
fundraising and can create an
element of virality to add an
exponent on your ROI
• Time promotions with end of
tax year or around events
May be leveraged well if targeting
organizational support and the
right decision makers are targeted

25. Mobile Advertising
• Less search results and less ads
• Ads should also be shorter
• The future for Google is in
local mobile search
• Google is rolling out ads for
mobile map searches
• 1/3rd of all CPG searches
originate from a smartphone
• ZMOT
• Local Awareness Ads – CTA can
be “get directions”
• Short and Sweet!
• Videos can be eye catching
• Beware false metrics
LinkedIn has its own native app
IT IS 2016, YOUR COMPANY BETTER HAVE A MOBILE READY WEBSITE!

26. Measuring Success
Exercise – Create your funnel

27. Ad Impressions
Organic Search
Impressions
Ad Clicks
Organic Traffic
Remarketing Ad Clicks
Website Data (time on
site, pages)
Phone Calls
Emails / Form Sends
Awareness
Interest
Decision
Action
?
Funnel and KPIs

28. Measuring Success
• Tools:
• Call Tracking
• Receptionist Cards
• Customer Surveys
• Google Analytics
• Advanced Analytics

29. THANK YOU! Questions?