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Anvil's Lunch & Learn on the 8 Most Popular Advertising Channels

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Anvil's Paid Media Strategist, Mel Cagle, presented at the February 2017 Lunch & Learn Seminar and reviewed the 8 most popular channels to use for your marketing efforts.

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Anvil's Lunch & Learn on the 8 Most Popular Advertising Channels

  1. 1. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. Digital Marketing Overview A Quick Guide to the 8 Most Popular Advertising Channels Mel Cagle Paid Media Strategist mel@anvilmedia.com
  2. 2. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. Terms 2 Targeting – the ability to determine who sees your ads Conversion – determined by the client, refers to the end goal that you are trying to reach Geo-Targeting – ability to determine which geographical area your ads appear CPC – Cost per Click CPA – Cost per Acquisition
  3. 3. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. AdWords – Search Pros — Largest Reach of Any Digital Advertising Channel — Bottom of funnel, has the highest conversion rate for most industries — Easy to create an account — Integrates with all other Google products, including Google Analytics — Easy to quantify performance — Planning tools make projecting performance possible — Search Partner Network Cons — Limited Targeting Capabilities — Daily Budgets Only — Recommended budget vary wildly depending on keywords and industry — 20% over daily budget possible — “Set It & Forget” isn’t a viable option — Proper optimization and targeting is not easy
  4. 4. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. AdWords – Display GDN – Google Display Network A network consisting of hundreds of thousands of websites that have agreed to serve ads on behalf of Google. • Ads can be text, jpg, HTML5, or video • Not all sites allow all ad types or sizes • Restrictions on dimensions • Placement/Targeting Options: • Affinity Group • Topic • URL (Gmail only) • In-Market • Demographics • Similar Audience • Keyword • Remarketing • Managed Placement
  5. 5. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. AdWords – Video Pros — YouTube is the second most popular search engine — Great for branding — TrueView  In-Stream & Discovery — CPV and Target CPA — Integrates with all other Google products, including Google Analytics — Easy to quantify performance Cons — Limited targeting capabilities — Detailed analytics are not available in AdWords interface — Daily budgets only — Low conversion rate — 20% over daily budget possible — Engaging videos are a must, text, images and non-YouTube videos are not allowed — Proper optimization and targeting is not easy
  6. 6. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. AdWords – Shopping PLAs – Product Listing Ads These are shopping ads that appear in “highly commercial” searches on Google and in the Google Shopping tab. The targeting is based solely on the keywords that are contained in the product’s description, located in the Merchant Center. Descriptions, images, prices, etc. cannot be changed in AdWords.
  7. 7. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. Bing Pros — Typically has a lower CPC and CPA — Great customer service — Monthly budgets available — Easy to quantify performance — Ads show on Bing and Yahoo — High household income Cons — Requires separate tracking — Limited reach (audience is primarily older, 45+) — Interface is not intuitive — Slow to innovate — Proper optimization and targeting is not easy
  8. 8. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. Facebook Facebook continues to expand its product offerings and targeting capabilities for advertisers. Targeting Capabilities: - Custom Audiences - Lookalike Audiences - Saved Audiences - Partner Categories - Domain Sponsored Stories - Sponsored Search Results - Demographics Other Advantages Include: - Create ads for three platforms at once - Users frequently check for updates - No minimum spend - CPC or CPM - Facebook Audience Network (FAN) Ad Types Carousel Single Image Single Video Slideshow Canvas Lead Gen
  9. 9. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. Instagram Targeting Capabilities (316): - Custom Audiences - Lookalike Audiences - Saved Audiences - Partner Categories - Domain Sponsored Stories - Sponsored Search Results - Demographics Other Advantages Include: - Young urban women are the main users - No minimum spend - CPC or CPM Ad Types Carousel Single Image Single Video
  10. 10. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. Twitter Targeting Capabilities: - Keywords - Geographic - Gender - Language - Device - Followers of other accounts Disadvantages Include: - Small user base - Intent & context of keywords can’t be determined - Pricing ranges from $0.50 to $10+ - CPC or CPM Ad Types Promoted Tweets Promoted Accounts Promoted Trends
  11. 11. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. Pinterest Targeting Capabilities: - 420 different interests - Keywords - Business data Advantages Include: - CPC or CPM - High income users - Primarily female audience - High domain authority Disadvantages Include: - Shopping ads are only available for Shopify platform - Daily Budgets Ad Types Promoted Pins Shopping Ads Search Ads*
  12. 12. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. LinkedIn LinkedIn is a very powerful tool for B2B advertisers. LinkedIn offers the ability to reach professionals across all verticals. Targeting LinkedIn allows advertisers to target status updates through promoted posts and use ads to reach specific audiences. Some of these targeting capabilities include: — Company Size — Industry — Job Function/Title — Seniority — Geography — Groups These capabilities help your company’s message stay consistent with the audience while not wasting valuable clicks on irrelevant users. Ad Types Sponsored Content Text Ads Sponsored InMail Display Ads* Dynamic Ads*
  13. 13. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. Amazon Ad Types Sponsored Products Headline Search Product Display Lighting Deals* Promotions* Enhanced Brand Content* Targeting Capabilities: - Keywords - Negative keywords Advantages include: - Over 55% of consumers turn to Amazon first when searching for products online - Cost 130% smaller CPA compared to other platforms (Google, Bing & Facebook) Sponsored Products Headline Search
  14. 14. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc. Thank You!

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