"Connecting your Brand with Customers Using Digital Advertising Platfoms" by Brad Heagle. Presented at Cazarin Interactive's 2nd annual Cazarinfest (2014). www.cazarin.com

1. CONNECTING YOUR BRAND WITH CUSTOMERS
USING DIGITAL ADVERTISING PLATFORMS
B R A D H E A G L E

2. INTRODUCTION
Reach: Make use of channels to spread the word
about your brand.
Connect: Match what you do with your
audience’s needs and interests.
Engage: Convert audience to customers.

3. INTRODUCTION

4. WHY DIGITAL AD PLATFORMS?
• Measurable
• Targeted
• Fast
• Cost Effective

5. HOW TO CONNECT
• Sales funnel as we’ve known it is changing.
• Need to meet customers where they’re currently at in
the sales process and build the relationship.
• The right message to the right market through the
right medium.

6. START WITH GOALS
• Leads?
• Sales?
• Build Audience?

7. REACH OF GOOGLE
• 12 billion monthly searches
• 1.17 billion unique searchers
• Over 2 million websites in Google’s Display Network

8. TYPES OF GOOGLE ADS
• Search
• Display
• Remarketing

9. GOOGLE ADWORDS - SEARCH

10. GOOGLE ADWORDS - SEARCH
• Text Ads only
• Cost per click (based upon auction)
• Optional site extensions

11. GOOGLE ADWORDS - DISPLAY

12. GOOGLE ADWORDS - DISPLAY
• Text, image, and video ads
• Cost per click or Cost per impression
• Targeting
– Contextual
– Placements
– Interests

13. GOOGLE ADWORDS - REMARKETING

14. GOOGLE ADWORDS - REMARKETING

15. GOOGLE ADWORDS - REMARKETING
• Create audiences based on visits to your
website
• Can set frequency and time period
• Ads appear throughout Display Network

16. REACH OF FACEBOOK
• 1.3 billion monthly active users
• 829 million daily active users
• 152 million daily active users in US & Canada
• Average user spends 21 minutes per day

17. REACH OF FACEBOOK

18. TYPES OF FACEBOOK ADS
• Build Audience
• Promote Content
• Website Visitors

19. BUILD AUDIENCE

20. PROMOTE CONTENT

21. WEBSITE VISITORS

22. TARGETING
• Demographics
– Age
– Gender
– Geo-targeting
• Psychographics
– Interest
– Behaviors
• Custom Audiences
• Retargeting

23. TWITTER
• 255 million monthly active users
• 78% of users on mobile
• Promoted Tweets, Building Followers, Website
Promotion
• Targeting Trends

24. PINTEREST
• 40 million monthly active users
• 80% Female
• Promoted Pins (Waiting List)

25. INSTAGRAM
• 200 million monthly active users
• Focusing on Pictures and Video
• Rising among younger demographic
• Ad platform – slowly introducing

26. CONCLUSION
• Define Goals
• Connect ads with the right message, to the right
market, through the right medium
• Test, Measure, Refine