5. 97 %
of purchasing decisions begin on the internet.
Source: The E-commerce Future
Friday, April 12, 13 5
6. Agenda
‣ Target
Audience
‣ Conversion
Path
‣ Local
Marke+ng
‣ Content
‣ Social
‣ Search
‣
Need
Help?
‣ Q&A
&
Breakout
Sessions
Friday, April 12, 13 6
7. Your
Team
Today
Ryan
Vaspra Jason
Knill
Vice
President,
Media
Services Vice
President,
Business
Development
Exper+se
in
Media
Planning,
Media
Buying,
Search
Currently,
Jason
directs
the
new
business
vision
for
Marke+ng,
Social
Marke+ng,
Local
Marke+ng,
Aviatech,
working
across
agency
departments
to
Promo+ons,
Digital
Public
Rela+ons,
Online
ensure
clients
receive
the
necessary
insights
to
gain
Reputa+on
Management,
Advergaming
and
Video
share,
shiY
marketplace
thinking,
and
generate
Marke+ng. franchisee
buy-‐in.
Jason
also
par+cipates
in
campaign
concepts,
advisory
council
mee+ngs,
and
Interna8onal
Experience na+onal
franchisor
conferences
for
Aviatech
clients.
Canada,
England,
Netherlands,
Germany,
Italy,
He
is
an
ac+ve
par+cipant
in
the
Interna+onal
Australia,
New
Zealand,
Scotland,
UAE,
Qatar,
Saudi
Franchise
Associa+on.
Arabia,
Oman,
Costa
Rica
Interna8onal
Experience
Canada,
UAE,
Qatar,
Saudi
Arabia,
Oman
Friday, April 12, 13 7
8. Target
Audience
Demographics:
• Female
• Age:
35
-‐
45+
• Educa+on:
University
Educated
• HHI:
$75k+
• Family:
Married
with
children,
Suburban,
Ac+ve
in
Educa+on
• Affinity:
Elle
décor,
Beau+ful
House,
and
watch
HGTV,
Visits
BabyCenter.com,
Social
Media
Superstars
Internet
Access:
• 50%
more
likely
to
use
smartphone
to
access
the
internet
• 99%
access
the
internet
via
a
computer
• 31%
are
using
the
internet
to
keep
in
touch
socially
• 45%
consider
themselves
heavy
users
of
the
internet
Media
Consump8on:
• Prefer
Prime
Time
media
over
Day+me
• Read
about
14
magazines
per
month
• Read
about
9
newspapers
per
month
• Spend
about
24
hours
per
week
online
*
Data
provided
by
Google,
Centro
and
ComScore
Friday, April 12, 13 8
9. Your
Compe++on
• Born
of
the
internet
• Tech
Savvy
• See
themselves
as
“entrepreneurs”
• Social
Media
is
second
nature.
• Owns
Laptop,
Tablet
and
Smart
Phone
Friday, April 12, 13 9
10. Conversion
Path
Mad
Science
Customer
Conversion
Funnel
Awareness
Local
Brand
::
Display
Banners Educa8on
YouTube
Video
Ads
Content
Marke+ng Local
Social
::
Evalua8on Community
Engagement
Facebook
Ads
Considera8on
Twiler
Ads
Local
Search
:: Pinterest
Paid
Search
(PPC) Instagram
Purchase FourSquare
Organic
Search
(SEO)
Desktop
&
Mobile Yelp
Advocacy
Friday, April 12, 13 10
20. Social
Media
Goals
&
Objec+ves
‣ Develop
deeper
connec+ons
with
your
customers
‣ Deliver
value
to
your
customers
by
par+cipa+on
‣ Enhance
your
brand
affinity
at
the
local
level
‣ Drive
social
awareness
which
increases
search
rankings
Friday, April 12, 13 20
21. Your
target
audience
uses
social
media
Women
dominate
the
major
social
networks
and
account
for
the
majority
of
Social
Media
ac+vity
Friday, April 12, 13 21
22. Social
-‐
Take
Ac+on
How
To
Execute
Social
Media
‣ Community
Management
‣ Like
Other
Pages
and
Posts
‣ Share
Corporate
Content
(Easy
way
to
get
started)
‣ Share
Your
Content
(Links,
Photos,
Videos)
‣ Comment
On
Content
(Personal,
Page
to
Page)
‣ Promoted
Posts
(Increase
Reach
from
10%
to
60%+
for
$15.00
USD)
‣ Facebook
Ads
-‐
Fan
Growth
and
Direct
Response
‣ Facebook
Ads
-‐
Sponsored
Stories
(Mobile
and
Peer-‐to-‐Peer
Referrals)
Friday, April 12, 13 22
23. Social
Media
True
Costs
‣ A
common
misconcep+on
is
that
Social
Media
is
Free
‣ The
true
costs
of
Social
Media
are
8me,
money
&
commitment
‣ Time
is
the
first
cost
listed
,
because
it
is
the
most
important
‣ Time
is
required
to
deliver
the
true
value
of
Social
Media
Friday, April 12, 13 23
33. SEO
Op+miza+on
for
“kids
birthday
par+es”
Friday, April 12, 13 33
34. SEO
Your
Tools
-‐
Website
Friday, April 12, 13 34
35. SEO
Great
Local
Unique
Content
Ideas
‣ About
&
Why
You
Love
Your
City
‣ Driving
Direc+ons
To
Office/Facility
‣ Highlight
Presen+ng
Scien+sts
‣ Highlight
All
Charitable
Ac+vity
‣ Highlight
Students
w/
permission
‣ Customer
Reviews
and
Tes+monials
‣ Science
News
(Use
Science.com
and
Discovery
News)
Friday, April 12, 13 35
36. LDM
The
Success
of
your
Google+
Local
(a.k.a.
Google
Places
&
Google
Maps)
are
related
to
the
other
local
and
mobile
directories
NAP...Name,
Address
and
Phone
Friday, April 12, 13 36
37. LDM
Google+
Local
Best
Prac+ces
for
Ranking
U.S.A.
CAN
U.K.
Friday, April 12, 13 37
38. LDM
80%
of
online
consumers
change
their
purchase
decision
based
on
nega+ve
reviews*
64%
of
consumers
made
an
alempt
to
search
for
user
reviews
before
making
a
purchase*
Proac8vely
monitoring
your
online
reviews
with
the
opportunity
to
engage
with
your
upset
customers
promptly
is
vital
in
today’s
marketplace
Friday, April 12, 13 38
39. Search
3
billion-plus videos are viewed
each day on YouTube.
Source: YouTube Press Statistics
2011
Friday, April 12, 13 39
40. Search
Video
Ads
-‐
YouTube
TruView
Ads
http://youtu.be/jjJaNbMN6-g
Friday, April 12, 13 40
41. Search
Video
Ads
-‐
YouTube
TruView
In-‐Search
• 3
billion
videos
viewed
everyday
• 400
million
mobile
views
a
day
• 800
million
unique
global
visitors
a
month
Friday, April 12, 13 41
42. Search
Video
Ads
-‐
YouTube
TruView
In-‐Search
Friday, April 12, 13 42
43. Search
Video
Ads
-‐
YouTube
TruView
In-‐Search
Friday, April 12, 13 43
44. Search
Video
Ads
-‐
YouTube
TruView
In-‐Search
Friday, April 12, 13 44
46. Search
-‐
Take
Ac+on
‣ Op+mize
Your
Website
‣ Content,
Content,
Content!!!
‣ Op+mize
Each
Page
For
1-‐2
Search
Terms
‣ Ac+vate
All
Widgets,
Connect
All
Social
Profiles,
All
Tracking
‣ Get
Reviews
‣ Get
In
Top
Directories
with
Consistent
N.A.P.
‣ Launch
YouTube
Promoted
Videos
Campaign
-‐
Drive
To
Website
‣ Launch
PPC
Campaign
-‐
Drive
To
Website
‣ Find
and
Reach
Out
to
Bloggers
‣ Publish,
Curate
and
Share
Content!!!
Friday, April 12, 13 46
47. Do
It
Yourself
How
much
+me
per
month
will
it
take?
Search
Engine
Op8miza8on
Ini8al
Technical
Op+miza+on
Content
Op+miza+on
Local
Directory
Marke+ng
Ongoing
New
Content
Publishing
Link
Building
Local
Directory
Marke+ng
Tracking
&
Repor+ng
First
3
Months
-‐
60
Hours
Ongoing
Months
-‐
5
Hours
Friday, April 12, 13 47
48. Do
It
Yourself
How
much
+me
per
month
will
it
take?
Google
Adwords
PPC
Ini8al
Strategic
Campaign
Planning
Keyword
Research
Campaign
Buildout
Search,
Display
and
YouTube*
Ongoing
Campaign
Management
New
Feature
Tes+ng
Tracking
&
Repor+ng
First
3
Months
-‐
10
Hours
Ongoing
Months
-‐
2
Hours
Friday, April 12, 13 48
49. Do
It
Yourself
How
much
+me
per
month
will
it
take?
Facebook
Ads
Ini8al
Strategic
Campaign
Planning
Direct
Response
Ads
Fan
Growth
Campaigns
Sponsored
Stories
Campaigns
Ongoing
Campaign
Management
New
Feature
Tes+ng
Tracking
&
Repor+ng
First
3
Months
-‐
10
Hours
Ongoing
Months
-‐
1
Hour
Friday, April 12, 13 49
50. Purpose
Built
For
Franchising
Serving
the
Franchise
Community
Since
2001
Friday, April 12, 13 50
52. Need
Help?
Packaged
Solu8ons
Based
Upon
Your
Needs
Google
Adwords
PPC Facebook
Ads Search
Engine
Op8miza8on
Ini8al Ini8al Ini8al
Strategic
Campaign
Planning Strategic
Campaign
Planning Technical
Op+miza+on
Keyword
Research Direct
Response
Ads Content
Op+miza+on
Campaign
Buildout Fan
Growth
Campaigns Local
Directory
Marke+ng
Search,
Display
and
YouTube* Sponsored
Stories
Campaigns Ongoing
Ongoing Ongoing New
Content
Publishing
Campaign
Management Campaign
Management Link
Building
New
Feature
Tes+ng New
Feature
Tes+ng Local
Directory
Marke+ng
Tracking
&
Repor+ng Tracking
&
Repor+ng Tracking
&
Repor+ng
$300
to
$500+
USD
per
month $300
to
$500+
USD
per
month $500
USD
per
month
Min.
180
Day
Commitment Min.
180
Day
Commitment Min.
180
Day
Commitment
*
Approved
videos
to
be
provided
by
Mad
Science
Friday, April 12, 13 52
53. Q&A
and
Breakout
Sessions
Come
Learn
How
To
Do
It
Yourself
Breakout
Session
#1
::
Local
Search
-‐
How
To
Search
Engine
Op+mize
Your
Own
Website
1
Hour
Dura+on
Breakout
Session
#2
::
Local
Search
-‐
Adwords
Campaign
Setup
1
Hour
Dura+on
Breakout
Session
#3
::
Local
Social
-‐
Facebook
Ads
Setup
1
Hour
Dura+on
Friday, April 12, 13 53
54. Keep
Calm
Get
Busy
Don’t
Give
Up
Thank
You
Friday, April 12, 13 54
55. Breakout
Session
#1
::
Local
Search
-‐
How
To
Search
Engine
Op+mize
Your
Own
Website
1
Hour
Dura+on
Friday, April 12, 13 55
56. Agenda
‣ Introduc+on
‣ Discovery
‣ Goals
‣ Strategy
‣ Tac+cs
‣
Research
‣ Market
Research
‣ Compe++ve
Research
‣ Keyword
Research
‣Op+miza+on
‣ Technical
‣ Content
‣ Linking
‣ Social
‣ Don’t
get
penalized!!!
Friday, April 12, 13 56
57. Introduc8on
‣ Understand
what
SEO
is
and
what
SEO
is
not
‣ Understand
the
basics
behind
best
prac8ce
SEO
‣ Understand
how
to
not
get
penalized
by
Google
Friday, April 12, 13 57
58. Discovery
‣ Goals
-‐
To
drive
more
organic
traffic
via
search
engines
to
in-‐
turn
drive
more
leads
and
ul+mately
drive
more
business
‣ Strategy
-‐
To
gain
increased
local
marketshare
via
search
engines
for
in-‐market
consumers
‣ Tac8cs
-‐
Usage
of
SEO
and
Local
Directories
to
grow
presence
online
during
the
consumers
considera+on
phase
Friday, April 12, 13 58
59. Research
‣ Market
Research
-‐
What
Mad
Science
programs
are
most
popular
in
your
market?
‣ Compe88ve
Research
-‐
Who
owns
the
search
engines
locally?
‣ Keyword
Research
-‐
What
is
the
search
popularity/demand
for
your
services
in
your
territory?
What
are
the
trends?
Friday, April 12, 13 59
60. Op8miza8on
‣ Technical
-‐
Can
Google
crawl
your
site?
When
it
does
crawl
your
site
what
does
it
see?
‣ Content
-‐
When
Google
reads
your
content
does
each
page
focus
on
a
specific
topic
and
provide
useful
informa+on?
‣ Linking
-‐
Internal
links
indicate
relevance,
usefulness
and
importance
to
the
search
engines.
External
links
indicate
popularity
and
authority.
‣ Social
-‐
In
conjunc+on
with
external
links,
social
signals
(shares,
men+ons,
likes)
indicate
popularity
and
authority.
Friday, April 12, 13 60
61. Penal8es
‣ Link
-‐
Don’t
pay
for
links.
Don’t
exchange
links.
Don’t
build
link
farms.
Don’t
hand-‐craY
your
link
anchor
text.
‣ Duplicate
and
Poor
Content
-‐
Unique,
localized
content
per
page
is
cri+cal.
Each
page
should
offer
a
unique
value
proposi+on.
‣ Keywords
-‐
Don’t
keyword
stuff.
Don’t
hide
text.
Don’t
overload
your
pages
with
more
than
1-‐2
keywords.
Friday, April 12, 13 61
62. Checklist
Keyword
Research: Ini8al
Technical
Op8miza8on: Monthly
Recurring
SEO
Tasks:
• Research
Vanity
Keywords • Crawl
Errors
Resolu+ons Ongoing
Technical
Op.miza.on:
• Research
Online
Compe+tor
Websites
• Secondary
SiteMap
Implementa+on
-‐
Images • Site
Structure
Op+miza+on
• Research
Google
Trends • Secondary
SiteMap
Implementa+on
-‐
Video • Crawl
Errors
Resolu+ons
• Build
Ini+al
Root
Keyword
Opportunity
List • Secondary
SiteMap
Implementa+on
-‐
Mobile Ongoing
Content
Op.miza.on:
• Group
Keywords
By
Brand,
Ver+cals,
Industry Social
Profile
Plugins
Implementa+on
• • Analyze
GA/GWT
for
Content
Opportunity
• Vet
Ini+al
Root
Keyword
Opportunity
List • Social
Sharing
Plugins
Implementa+on • Content
Op+miza+on
• Create
Final
Root
Keyword
List • Tracking
&
Repor+ng • Content
Seman+c
Op+miza+on
• Iden+fy
Long-‐Tail
Keyword
List Ongoing
Linkbuilding
Op.miza.on:
Ini8al
Content
Op8miza8on: • Compe++ve
Analysis
using
OSE
Site
Audit
&
Benchmarking: • Site
Map
URL
to
Keyword
Alloca+on • General
Directory
Submissions
• Setup
Google
Analy+cs
or
Log-‐In • Confirm
Metadata
Format • Ver+cal
Directory
Submissions
• Test
Google
Anlya+cs
Goals
Tracking • Implement
Title
Tags • Conversa+onal
Linkbuilding
• Setup
Google
Webmaster
Tools • Implement
Meta
Descrip+ons Ongoing
Content
Marke.ng:
• Audit
Site
Benchmarks • On-‐Page
Op+miza+on
(Text,
Images,
Video) • Ar+cles
• Traffic • Internal
Linking
Op+miza+on • Guest
Blogging
• Sources • Blogger
Outreach
• Content • Public
Rela+ons
• Keywords • Social
Sharing
Friday, April 12, 13 62
63. Breakout
Session
#2
::
Local
Search
-‐
Adwords
Campaign
Setup
1
Hour
Dura+on
Friday, April 12, 13 63
64. Agenda
‣ Introduc+on
‣ Discovery
‣ Campaign
Goals
‣ Budge+ng
‣ Landing
Page
‣ Geo-‐Targe+ng
‣ Tracking
&
Repor+ng
‣
Research
‣ Compe+tor
Research
‣ Brand
Research
‣ Local
Research
‣ Keyword
Tool
for
Ad
Groups
and
Keywords
‣ Campaign
Setup
‣
Ads
&
Ad
Groups
&
Keywords
‣
Launch
Campaign
‣
Tips
and
Tricks
Friday, April 12, 13 64
65. Introduc8on
‣ Understand
what
and
how
PPC
works
‣ Understand
the
basics
behind
best
prac8ce
PPC
campaigns
‣ Understand
how
to
efficiently
spend
your
budget
Friday, April 12, 13 65
66. Discovery
‣ Campaign
Goals
-‐
Drive
high
quality,
in-‐market
web
traffic
to
your
website
in
hopes
of
lead
conversion
‣ Budge8ng
-‐
How
much
can
you
spend
each
day,
and
each
month?
Cost
per
click
averages
around
$2.81
in
the
U.S.
Thus,
$300
per
month
may
only
buy
you
3
-‐
5
clicks
per
day
‣ Geo-‐Targe8ng
-‐
Know
your
Zip
Codes
or
City
Names.
Overlapping
just
happens
‣ Tracking
&
Repor8ng
-‐
Use
the
Google
AdWords
Conversion
Tracking
Script.
Measure
based
upon
conversions,
not
clicks.
Friday, April 12, 13 66
67. Research
‣ Compe8tor
Research
-‐
Top
search
brand
and
industry
queries
show
whose
Ads?
‣ Brand
Research
-‐
Anyone
bidding
on
your
brand
name?
How
much
search
volume
does
your
brand
have
in
your
local
market.
‣ Local
Research
-‐
How
much
search
traffic
is
there
for
your
city
+
industry
queries?
‣ Keyword
Tool
for
Ad
Groups
and
Keywords
-‐
Keyword
Tool
and
Traffic
Es+mator
are
not
exact
but
best
available
from
Google.
Past
data
does
not
guarantee
future
performance.
Friday, April 12, 13 67
68. Research
‣ Campaign
Setup
‣ Ads
&
Ad
Groups
&
Keywords
‣ Launch
Campaign
‣ Tips
and
Tricks
Friday, April 12, 13 68
69. Checklist
Discovery: Adwords
Set
Up: Bidding
Op8ons:
Click
"Advanced":
Market
Research: Consumer
Service
or
Product
Campaign: • Select
"Focus
on
Clicks"
Radio
Bulon
• What
is
the
primary
industry? • Brand
Ad
Group • Select
"Manually
Set
Bids"
Radio
Bulon
• Who
are
the
top
compe+tors? • Compe+tor
Ad
Group • Check
"Enable
Enhanced
CPC"
box
• Customer
demographics
to
consider? • Local
Service
Campaign • Posi+on
Preference
–
ON
Geo-‐targe.ng: • Geo-‐appended
Services
-‐
1
Ad
Group
per
Service • Add
Daily
Budget
• By
Country?
By
State?
By
City?
By
Zip?
• Geo-‐appended
Brand
-‐
1
Ad
Group
per
loca+on • Delivery
Method
–
Standard
(Click
"Accelerated"
Budge.ng: Create
Ad
Copy
–
Unique
to
Each
Ad
Group: if
campaign
can't
spend
near
daily
budget)
• Overall
monthly
budget? • Ad
Titles • Determine
Ad
Extensions
• Overall
daily
budget? • Ideas
from
Website
Meta
Data • Loca+on
Extensions
Campaign
Goals: • Ideas
from
Compe+tor
Adwords
Ads • Click
to
Call
Mobile
Phone
Numbers?
• Lead
Genera+on? • Create
2
Ads
per
Ad
Group • Site-‐links
• Downloads? • Ensure
Campaign
Sewng
for
Ad
Rota+on
is
• Schedule
-‐
Set
Start
&
End
dates
• Collect
Email
Addresses? set
to
“Rotate
Evenly
Over
Time” • Ad
Rota+on
-‐
Set
to
"Rotate
indefinitely"
(for
• View
a
Key
Page?
Create
Keyword
Lists
(by
Ad
Group): Split
tes+ng
of
ad
copy)
Tracking
&
Repor.ng: • Focus
on
Exact
and
Broad
Match
• Frequency
Capping
-‐
Set
to
"No
Cap
on
• Define
KPIs
-‐
Cost
Per
Lead Create
New
Campaign
&
Adjust
Campaign
SeSngs: impressions"
Website: • Search
Network
Only
-‐
Display
campaign
is
• Keyword
Matching
-‐
Set
radio
bulon
to
"include
• How
Many
Landing
Pages? always
separate plurals,
misspellings,
and
other
close
variants"
• What
are
the
confirma+on
page(s)
URLs? • Select
"All
Features"
Radio
Bulon Create
Ad
Groups:
Set
Your
Expecta.ons: • Networks
-‐
Check
box
to
Include
Google
Search
• Copy/Paste
1st
Ad
• Expected
Monthly
Traffic
and
Avg.CPC Partners • Copy/Paste
Keywords
• Google
Traffic
Es+mator • Devices
–
Now
that
"Enhanced"
Campaign
is
live
• Set
Ad
Group
Bids
at
20%
Above
Overall
• Expected
Monthly
Conversions
&
CPL -‐
All
Devices Es+mated
Max.
CPC
Keyword
Research
–
Get
Ideas
from: • Loca+ons
-‐
Select
and
Double
Check
Geo-‐ • Copy/Paste
2nd,
3rd,
4th,
etc
Ad
Groups
• Keyword
Tool
-‐
Check
all
match
types targe+ng
Sewngs Conversion
Tracking
Set
Up:
• Previous
Campaigns • Advanced
Loca+on
Radio
Bulons
• Use
one
Conversion
per
Confirma+on
Page
• Nega+ve
Keywords • Use
both
"Recommended”
features • Define
Based
on
Goals
• Google
Suggest • Enable
Other
Languages?
(ie:
French
if
Geo-‐ • Create
Script
• Long-‐tail
sugges+ons targe+ng
in
Quebec) • Verify
Script
is
on
the
right
page
• Nega+ve
Keyword
sugges+ons Go
Live
and
Test
Lead
and
Conversion
Tracking
Friday, April 12, 13 69
70. Breakout
Session
#3
::
Local
Social
-‐
Facebook
Ads
Setup
1
Hour
Dura+on
Friday, April 12, 13 70
72. Introduc8on
‣ Understand
what
and
how
Facebook
Ads
work
‣ Understand
the
basics
behind
best
prac8ce
Facebook
Ads
campaigns
‣ Understand
how
to
efficiently
spend
your
budget
Friday, April 12, 13 72
73. Discovery
‣ Campaign
Goals
-‐
Drive
high
quality,
in-‐market
web
traffic
to
your
website
in
hopes
of
lead
conversion
‣ Budge8ng
-‐
How
much
can
you
spend
each
day,
and
each
month?
Experience
shows
that
$300
per
month
is
the
minimum
effec+ve
budget
‣ Geo-‐Targe8ng
-‐
Know
your
Zip
Codes
or
City
Names.
10
-‐
25
mile
radius.
‣ Audience
-‐
What
interests
and
affini+es
does
your
target
audience
have?
Kids
educa+on,
kids
entertainment,
PTA,
Science,
Science
Club,
etc,
etc...
Friday, April 12, 13 73
74. Campaign
Setup
‣ Landing
Page
‣ Ads
and
Ad
Copy
‣ Audience
Targe8ng
‣ Budge8ng
Friday, April 12, 13 74
75. Checklist
Discovery: Choose
Audience: Campaign,
Pricing
and
Schedule:
Market
Research: Loca.on
Setup: • Set
Campaign
Name
-‐
Service
and
Target
• What
is
the
primary
industry? • Select
City
with
Radius
of
10
or
25
miles Based
• Who
are
the
top
compe+tors? • Select
Zips
and
enter
Zip
Codes • Campaign
Budget
-‐
$10
per
Day
• Customer
demographics
to
consider? Age
and
Gender: • Campaign
Schedule
-‐
Check
Box
-‐
Run
• Customer
affini+es? • Select
Audience
Age
Range Campaign
Con+nuously
Star+ng
Today
Geo-‐targe.ng: • Select
Gender • Conversion
Tracking
-‐
Select
Leads
and
• By
Country?
By
State?
By
City?
By
Zip?
Interests: Name
Budge.ng: • Select
keywords
related
to
Brand Pricing:
• Overall
monthly
budget? • Select
keywords
related
to
Audience
Interests • Select
"Op+mize
for
Clicks"
• Overall
daily
budget? • Review
&
select
Suggested
Likes
and
Interests • Set
Bid
-‐
Between
$1
-‐
$2
per
click;
Max
Campaign
Goals: • Broad
Categories
-‐
Parents
with
Children $2.50
• Lead
Genera+on? Connec.ons: Place
Order
• Fan
Growth? • Select
Anyone
Tracking
&
Repor.ng: • Friends
of
Connec+ons:
• Define
KPIs
-‐
Cost
Per
Lead
or
Cost
Per
Fan • Leave
Blank
Landing
Pages: Rela.onship:
• Website
Pages
(Lead
Genera+on)? • Orienta+on
-‐
Select
Interested
In
All
• Fan
Growth
(Facebook
Page)? • Rela+onship
-‐
Select
All
Checkboxes
Set
Your
Expecta.ons: Language:
• Expected
Monthly
Audience • Select
Language(s)
• Expected
Cost
Per
Click Educa.on:
• Expected
Monthly
Conversions
&
CPL • Select
All
Campaign
Setup: Workplaces:
• Choose
Facebook
Des+na+on • Leave
Blank
• Develop
Headline
-‐
Use
Local
City
• Develop
Ad
Copy
-‐
Clear
Call
To
Ac+on
• Upload
Image
-‐
Use
people
and
vibrant
colors
• Related
Page-‐Check
Box
to
show
Social
Ac+vity
Friday, April 12, 13 75
