This is the presentation that I gave on January 19, 2012 at the Fayetteville Chamber of Commerce. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.
Digital Advertising for Small Business January 2012
Collin Condray 17 years experience in web development/programming Retail data analysis for multi- billion dollar companies (3M and Tyson) Social media and digital advertising marketing Agency experience with Collective Bias and Saatchi X Local speaker at University of Arkansas, JBU, & Webster University Director of Technology/Co- Owner Blue Zoo Creative
Overview Strategy/Tactics How they work Best practices Metrics
Online Ads - Strategy Are you trying to: Drive sales of a product? Generate leads for a service? Send traffic to your site to monetize through ad clicks? Increase awareness and buzz around your brand?
Online Ads - ROI Sales, leads, and traffic are easier to tie back into profit Some integrated tools to help estimate ROI Buzz is more nebulous but still important
Online Ads - Tactical Increase brand awareness - General ad Advertise a specific product - Link directly to the page to buy this product Promote a special event- Facebook or Eventbrite event
Online Ads - Tactical Target a specific audience- send a different message to this segment vs. your total customer base Support current initiative- Create a special landing page with a this months special or coupon
Online Ads - Tactical Advertise a seasonal product like air conditioning, heating, sport seasons, or holidays. Promote your blog or Facebook fan page to gain new followers.
Facebook Ads Ads showing up in the side bar of almost all pages on Facebook
Facebook Ads - Pros 800 Million users Inexpensive Targeted based on profile users provide
Facebook Ads - Cons Only shows up on Facebook Low CTR
Facebook Ad Anatomy Title/Link Image Body Like
Facebook Ads - Title Title Defaults to Page title Can choose whatever you like Descriptive of promotional text is better than just your business names Link Website specifically designed for Facebook visitors. Directly beneath the Destination URL is a link to “advertise something I have on Facebook”
Facebook Ads – Design Ads Body Text Short advertisement More characters than Google AdWords Shorter text can prove more effective.
Facebook Ads – Design Ads Image One of the largest impacts on the ad Need something to stand out Logo not necessarily a good choice
Facebook Ads – Design Ads Try to include using people, something creative, or images that just “pop” when your eye crosses over them. Picture is small – it is only 110 x 80 pixels in size. Try iStockPhoto.com for quality photos if you don’t have your own.
Facebook Ads –Target Audience Location Demographic Connections– Friends/Non-Friends of fan page Likes
Facebook Ads – Campaigns, Pricing and Scheduling Campaign name Daily budget Schedule and length
Best Practices Get to the point Know when to fold ‘em. Know when to change ‘em. Use a cute animal as your image
Facebook Ads - Testing A/B Testing Title Image Body
Extreme Targeting Create a Facebook Ad targeting those: Who live in the United States Who live within 25 miles of Austin, TX Who are between the ages of 25 and 55 Who like advertising, advertising manager, branding, ceo, community building, corporate recruiter, director marketing, director sales marketing, founder ceo, human resources, marketing coordinator, marketing director, marketing executive, vice president marketing, etc. Who graduated from college Cost: less than $5 day. Only need to run it for a few days
Success How did the results tie back into your strategy Did web traffic increase? Sales increase? Did visitors to take a specific action such as signing up to your newsletter, attending an event, or becoming fans/followers?
Google AdWords - Search Show up in search results Sponsored links on top Up to 5 ads in the side bar
Google AdWords – Content Network Code provided by Google inserted into websites Google shares the revenue with the site owner Ads displayed are in context with the content of the site
Google AdWords - Other Image ads Rich Media YouTube video ads Phone/Tablet specific
Google AdWords - Pros Pros Higher CTR than Facebook Shows up anywhere on the web where people have added AdWords Targeted to keywords. Contextual to the sites it shows up on. Can display on YouTube Keyword based
Google AdWords - Cons Targeting is fuzzier Higher complexity to set up
Google AdWords Get a Google account Also gets you access to lots of other services (Gmail, Docs, Web Analytics etc.)
Keyword Based Simple Keyword1 Broad based Keyword1 and Keyword2 Negative keywords Keyword1 but not Keyword2
Keyword Lists List keywords for each campaign Divide them into ad groups
Getting Organized Account Campaign Ad Group
Google AdWords Anatomy Headline (25 characters) Description 1 and 2 (35 characters) Display URL (35 characters) Destination URL (hidden)
Other Targeting Factors Language Demographics
Ad Extensions Location Product Sitelinks Call a phone number
Ad Writing Tips Include prices, special offers, and unique selling points Use a strong call to action (Buy, Purchase, Call today, Order, Browse, Sign up, Get a quote) Go to the most relevant page on your site.
Google AdWords - Testing A/B Testing Title Body
Targeting Ads Think like your customers Use the Google Keyword tools for related keywords Include keywords in ad text Use negative keywords Check your site’s web analytics
Review Performance Review performance after a reasonable amount of time. After your ads have been running on these websites for a period of time you will be able to use these metrics to see which are the best performing sites for you. Check network performance and focus on most efficient
Review Performance On the content network the most important statistic to look at is the clickthrough rate (CTR). CTR on the content network will typically be lower than for search. You can then look at the possibility of individually managing your cost-per-click (CPC) for the top sites and focus more budget on them.
Review Performance Check notification and account alerts on the home page Go to the “Campaigns” tab and set the time range Review your keyword performance.
Review Performance Review your ads performance Refine your keywords and ads Finally, test new keywords and ads for your campaigns
Success How did the results tie back into your strategy Did web traffic increase? Sales increase? Did visitors to take a specific action such as signing up to your newsletter or becoming fans/followers?
Google AdWords Specific Metrics Average Position out of 11 ads First Page Bids-Are you spending enough to get your ads on the front page Quality Score-Google rewards relevant, quality advertising with a higher position on the search page and lower costs, so making sure your ads are high quality is really important.