Online Advertising Basics


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The Internet has completely changed the way companies market to you. Now corporations can use a seemingly infinitesimal number of websites to encourage you to buy their product or service. As a result, your online life is virtually dominated by digital marketing. SOS!

In this fun, interactive session, Leigh George, PhD, senior digital marketing strategist at R2integrated, will explore the impact of online marketing and how new technology allows corporations to target their messages to you like never before. She will give you a tour of digital marketing tactics in real-time, including Facebook ads, Facebook sponsored stories, ad retargeting, among others. Finally, you’ll get a chance to show off your digital marketing savvy by putting together an online marketing plan for the Girl Scouts!

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  • Limits of banner adsAdvertisers want to reach specific people
  • Only by zipcode, age gender, other factors
  • LocationDemographics, interests, education, workplacePBS example
  • There are a few different types of Sponsored Stories that are available. Here is a list of the types of stories you can promote, how they are generated and who is eligible to see them:Page like story When people like your Page, their friends see a story about itPage post story When you post an update to your Page, your fans see a story about itPage post like story When people like your Page post, their friends see a story about itCheck-in story When people check-in to your business using Facebook Places, their friends see a story about itApp used & game played story When people have recently used your App or played your game, their friends see a story about itApp share story When people share from your App, their friends see a story about itDomain story When people like or share information about your Domain, their friends see a story about itPage like – as simple as it sounds – this Sponsored Story is triggered when a Facebook user likes your pagePage Post – this is where you pay to push a post to all your page fansPage post like – one of the fans of your Fan Page has “liked” one of your page postsApp used / Game Played – just like it says except that the user needs to play the game at least twice for at least 10 minutes in the last monthApp Shared – someone shares some content from your appCheck-in – this is triggered when someone checks-in to your business or claims an offer/dealDomain – if you have Facebook “like” and “share” buttons on your website or blog then someone who uses these buttons can trigger a story you could sponsor. If someone simply copies and pastes a URL from your website into a status update you can sponsor that action too.
  • Cookies are messages that web servers pass to your web browser when you visit Internet sites. Your browser stores each message in a small file, called cookie.txt. When you request another page from the server, your browser sends the cookie back to the server. These files typically contain information about your visit to the web page, as well as any information you've volunteered, such as your name and interests.
  • PBS example of getting a job
  • Maybe you went to a site you don’t want anyone to know about: Justin Bieber
  • Online Advertising Basics

    1. 1. SOS Savvy Online Selling #GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
    2. 2. HAS THIS EVER HAPPENED TO YOU? SOS!#GirlScouts100 @leighgeorge ©R2integrated 2011
    3. 3. Today we’ll explore:What’s up with all these online ads and why can’t you escape them?!How do these ads work? How can you control your online experience?How could you develop a strategy for using online ads to promote the GirlScouts?#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    4. 4. SEARCH ENGINE MARKETINGFrom search to sale#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    5. 5. #GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
    6. 6. TRADITIONAL ADS VS TARGETING#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    7. 7. PANDORA#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
    8. 8. ADS BASED ON INTERESTS#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
    9. 9. ADS BASED ON CONTENT#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    10. 10. ADS BASED ON FRIEND ACTIVITY#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    11. 11. TARGETING VS RETARGETING#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    12. 12. RETARGETING Cute flats#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    13. 13. RETARGETING#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    14. 14. RETARGETING#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
    15. 15. RETARGETING#GirlScouts100 @leighgeorge ©R2integrated 2011
    16. 16. WHAT ARE COOKIES? RETARGETING NOT THESE COOKIES!#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    17. 17. RETARGETING#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    18. 18. RETARGETING75% of onlineshoppersabandon theircart, but spend55% morewhen brands areable to convincethem to return.#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    19. 19. RETARGETING PROS Convenience#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
    20. 20. RETARGETING PROSGet noticed!#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    21. 21. RETARGETING CONSIt’s creepy!#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
    22. 22. RETARGETING CONS RETARGETING CONSCan be embarrassing…#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge
    23. 23. HOW YOU CAN CONTROL YOUR ONLINE EXPERIENCE Control who can track you1. Clear browsing data2. Opt out when you see these ads #GirlScouts100 @leighgeorge #GirlScouts100 @leighgeorge ©R2integrated 2011
    24. 24. HOW YOU CAN CONTROL YOUR ONLINE EXPERIENCE#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    25. 25. Use online advertising to promote the Girl Scouts#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    26. 26. PROMOTING THE GIRL SCOUTSAudience#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    27. 27. PROMOTING THE GIRL SCOUTSMessage#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    28. 28. PROMOTING THE GIRL SCOUTSAction#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    29. 29. PROMOTING THE GIRL SCOUTSSites to target#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    30. 30. PROMOTING THE GIRL SCOUTSAn online advertising plan for the Girl Scouts Audience Action Message Sites to target#GirlScouts100 @leighgeorge#GirlScouts100 @leighgeorge ©R2integrated 2011
    31. 31. Now it’s your turn!#GirlScouts100 @leighgeorge
    32. 32. Thank you! @leighgeorge @leighgeorge ©R2integrated 2011
    33. 33. Image Credits:Magnifing glass: icon: Kitty: The Girl ScoutsKeyboard: cart: noticed: keys: the word: market:’s your message: to action buttons: to target: @leighgeorge