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Digital Advertising for Small Business January 2012


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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.

Published in: Technology, Business
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Digital Advertising for Small Business January 2012

  1. 1. 1/19/2012
  2. 2. 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
  3. 3. Overview Strategy/Tactics How they work Best practices Metrics
  4. 4. Some Ad Terms Impression Click
  5. 5. Some Ad Terms Click Through Rate (CTR) Cost Per 1000 Impressions (CPM) Cost Per Click (CPC)
  6. 6. Keywords with the highest costs per clickSource:
  7. 7. Ad Term Importance Click Through Rate (CTR)  Measure of how much interactivity there is with the ad  Good for driving traffic Pay Per Click (PPC) = Cost Per Click (CPC)
  8. 8. Ad Term Importance Cost Per 1000 Impressions (CPM) Pay Per Impression (PPI) Good for spreading the word and raising awareness
  9. 9. Other Terms Equivalent CPM (eCPM)  Useful for comparing eCPM = performance between (Total Earnings / Impressions ) campaigns x 1000  Comparison items have different pricing
  10. 10. Ads increase likelihood of online actions
  11. 11. Ads increase likelihood of online actions
  12. 12. 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?
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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.
  17. 17. Not All Industries Are Equal
  18. 18. Facebook Ads Ads showing up in the side bar of almost all pages on Facebook
  19. 19. Facebook Ads - Pros 800 Million users Inexpensive Targeted based on profile users provide
  20. 20. Facebook Ads - Cons Only shows up on Facebook Low CTR
  21. 21. Facebook Ad Anatomy Title/Link Image Body Like
  22. 22. 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”
  23. 23. Facebook Ads – Design Ads Body Text  Short advertisement  More characters than Google AdWords  Shorter text can prove more effective.
  24. 24. Facebook Ads – Design Ads Image  One of the largest impacts on the ad  Need something to stand out  Logo not necessarily a good choice
  25. 25. 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 for quality photos if you don’t have your own.
  26. 26. Facebook Ads –Target Audience Location Demographic Connections– Friends/Non-Friends of fan page Likes
  27. 27. Facebook Ads – Campaigns, Pricing and Scheduling Campaign name Daily budget Schedule and length
  28. 28. Best Practices Get to the point Know when to fold ‘em. Know when to change ‘em. Use a cute animal as your image
  29. 29. Facebook Ads - Testing A/B Testing  Title  Image  Body
  30. 30. Facebook Ads - Analyze Facebook Insights summarize results  Impressions  Clicks  CTR  PPC  Total spent  Demographics
  31. 31. 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
  32. 32. 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?
  33. 33. Facebook Ads Walkthrough
  34. 34. Google AdWords - Search Show up in search results Sponsored links on top Up to 5 ads in the side bar
  35. 35. 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
  36. 36. Google AdWords - Other Image ads Rich Media YouTube video ads Phone/Tablet specific
  37. 37. 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
  38. 38. Google AdWords - Cons Targeting is fuzzier Higher complexity to set up
  39. 39. Google AdWords Get a Google account Also gets you access to lots of other services (Gmail, Docs, Web Analytics etc.)
  40. 40. Keyword Based Simple  Keyword1 Broad based  Keyword1 and Keyword2 Negative keywords  Keyword1 but not Keyword2
  41. 41. Keyword Lists List keywords for each campaign Divide them into ad groups
  42. 42. Getting Organized Account Campaign Ad Group
  43. 43. Google AdWords Anatomy Headline (25 characters) Description 1 and 2 (35 characters) Display URL (35 characters) Destination URL (hidden)
  44. 44. Other Targeting Factors Language Demographics
  45. 45. Ad Extensions Location Product Sitelinks Call a phone number
  46. 46. 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.
  47. 47. Keyword Do’s and Don’ts
  48. 48. Google AdWords - Testing A/B Testing  Title  Body
  49. 49. 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
  50. 50. 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
  51. 51. 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.
  52. 52. 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.
  53. 53. Review Performance Review your ads performance Refine your keywords and ads Finally, test new keywords and ads for your campaigns
  54. 54. 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?
  55. 55. 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.
  56. 56. Extras Google Analytics Conversion Tracking
  57. 57. Google AdWords Walkthrough
  58. 58. 1/19/2012