This document is a tutorial on creating paid online advertising campaigns for small businesses. It covers key terms related to online advertising costs and metrics. It also outlines different types of contextual advertising units, including search engine marketing (SEM) ads on platforms like Google AdWords and Bing Ads, as well as display ads. The tutorial contains 5 units that teach objectives like identifying ad types, strategic campaign planning, design and copywriting, and measuring ad effectiveness.
Lead Your Industry: Data-Driven Strategies to Build Influence through Guest C...Kissmetrics on SlideShare
Building credibility in your industry is no easy task. By publishing in external niche publications, you create unique opportunities to showcase your expertise, tap into new audiences, and build influence.
Overview of digital marketing channels
The role of search in marketing strategy and customer journey
How Google search works
Learn the basics of SEM including SEO and PPC
10 Reasons Your Business Needs Social Media MarketingMike Schiemer
10 Reasons Why Your Business Needs Social Media Marketing. A Simple Outline By Michael J. Schiemer, Owner of Bootstrap Business. www.MyFrugalBusiness.com
Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics” Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers to Your Business Blog in One Day How to Get Over 6,000 Subscribers to Your Business Blog in One Day How to Get a Torrent of Subscribers to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers, AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.” — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
For more information, visit: http://www.wordstream.com
You may think you’re being careful in managing your PPC campaign – but frequently, the best intentions can actually hurt your results.
In this webinar, Good Intentions Gone Wrong: 7 Worst Practices in PPC, WordStream Founder Larry Kim and Sean Quadlin, Account Manager at PPC Hero, show you:
- How your best intentions can be your own downfall in PPC
- 7 common mistakes that could be costing you money
- How to adjust your strategy to maximize ROI
Lead Your Industry: Data-Driven Strategies to Build Influence through Guest C...Kissmetrics on SlideShare
Building credibility in your industry is no easy task. By publishing in external niche publications, you create unique opportunities to showcase your expertise, tap into new audiences, and build influence.
Overview of digital marketing channels
The role of search in marketing strategy and customer journey
How Google search works
Learn the basics of SEM including SEO and PPC
10 Reasons Your Business Needs Social Media MarketingMike Schiemer
10 Reasons Why Your Business Needs Social Media Marketing. A Simple Outline By Michael J. Schiemer, Owner of Bootstrap Business. www.MyFrugalBusiness.com
Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics” Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers to Your Business Blog in One Day How to Get Over 6,000 Subscribers to Your Business Blog in One Day How to Get a Torrent of Subscribers to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers, AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.” — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
For more information, visit: http://www.wordstream.com
You may think you’re being careful in managing your PPC campaign – but frequently, the best intentions can actually hurt your results.
In this webinar, Good Intentions Gone Wrong: 7 Worst Practices in PPC, WordStream Founder Larry Kim and Sean Quadlin, Account Manager at PPC Hero, show you:
- How your best intentions can be your own downfall in PPC
- 7 common mistakes that could be costing you money
- How to adjust your strategy to maximize ROI
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
From Awful to Awesome: 21 Examples of Google AdWords Campaigns & Landing PagesRobert Clarke
21 real examples of Google Ads & Landing Pages to learn from for searches like "Accounting Software", "Twitter Tools", and "Pool Cleaning Services". Each Ad & Landing Page example critiqued and scored.
Also includes:
-Landing Page Makeover Examples
- 5 Tips for Writing Better Ads
- 5 Reasons why Landing Pages are so Important
Dropp were pleased to be invited to talk to a group of new business start-ups about online advertising.
For all you that were kind enough to give your attention, the presentation is available here to download as a Power Point file.
Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides Hu...HubSpot
The landing page is arguably the most important part of any lead generation campaign. Most companies spend a lot of time and money attracting quality traffic to their site - but fail to convert most of their site visitors into leads. Done right, landing pages fill the top of a company's sales funnel. But, there is a lot that goes into launching a successful landing page: relevant offers, compelling calls-to-action and page layout - to name a few.
This webinar will teach you what you need to know to maximize the quantity and quality of leads generated from your online marketing efforts by creating landing pages that turn website visitors into leads.
How Hollywood Got Display Advertising All WrongJohn Lee
The display ad industry is vast and ever-expanding. It also gets a bad rap due to confusion, misinformation and a lack of understanding. This session breaks down programmatic display, analyzes the concerns around ad blockers and explores some of the latest and greatest in display.
The days of organic growth on social or over. But a small investment on the right platform can go a long way. Facebook provided a good case study here for this startup
Whether you’re advertising online or reaching out to clients via email, landing pages can be your greatest online marketing asset. Learn how landing pages fit into your marketing arsenal, best practices for increasing conversions from any campaign, and proven techniques for implementing A/B tests that yield results.
Presented by Jenny DeGraff, Director of Design Optimization at the Central Virginia AMA event on June 16, 2015.
Leading PPC promoting through Google Ads is especially significant in light of the fact that, as the most prominent internet searcher, Google gets gigantic measures of traffic and accordingly conveys the most impressions and snaps to your advertisements.
A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.
Making Money With Affiliate Marketing.marketing, entrepreneur, affiliate marketing, business, digital marketing, affiliate marketer, affiliate, advertising, money, youtube, marketer, seo, social media, network marketer, social media marketer, e commerce, entrepreneurship, marketers, influencer, marketing digital, billionaire, internet, facebook, ecommerce, social network, expert, killer, web entrepreneur, web, ceo
Leading PPC promoting through Google Ads is especially significant in light of the fact that, as the most prominent internet searcher, Google gets gigantic measures of traffic and accordingly conveys the most impressions and snaps to your advertisements.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
From Awful to Awesome: 21 Examples of Google AdWords Campaigns & Landing PagesRobert Clarke
21 real examples of Google Ads & Landing Pages to learn from for searches like "Accounting Software", "Twitter Tools", and "Pool Cleaning Services". Each Ad & Landing Page example critiqued and scored.
Also includes:
-Landing Page Makeover Examples
- 5 Tips for Writing Better Ads
- 5 Reasons why Landing Pages are so Important
Dropp were pleased to be invited to talk to a group of new business start-ups about online advertising.
For all you that were kind enough to give your attention, the presentation is available here to download as a Power Point file.
Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides Hu...HubSpot
The landing page is arguably the most important part of any lead generation campaign. Most companies spend a lot of time and money attracting quality traffic to their site - but fail to convert most of their site visitors into leads. Done right, landing pages fill the top of a company's sales funnel. But, there is a lot that goes into launching a successful landing page: relevant offers, compelling calls-to-action and page layout - to name a few.
This webinar will teach you what you need to know to maximize the quantity and quality of leads generated from your online marketing efforts by creating landing pages that turn website visitors into leads.
How Hollywood Got Display Advertising All WrongJohn Lee
The display ad industry is vast and ever-expanding. It also gets a bad rap due to confusion, misinformation and a lack of understanding. This session breaks down programmatic display, analyzes the concerns around ad blockers and explores some of the latest and greatest in display.
The days of organic growth on social or over. But a small investment on the right platform can go a long way. Facebook provided a good case study here for this startup
Whether you’re advertising online or reaching out to clients via email, landing pages can be your greatest online marketing asset. Learn how landing pages fit into your marketing arsenal, best practices for increasing conversions from any campaign, and proven techniques for implementing A/B tests that yield results.
Presented by Jenny DeGraff, Director of Design Optimization at the Central Virginia AMA event on June 16, 2015.
Leading PPC promoting through Google Ads is especially significant in light of the fact that, as the most prominent internet searcher, Google gets gigantic measures of traffic and accordingly conveys the most impressions and snaps to your advertisements.
A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.
Making Money With Affiliate Marketing.marketing, entrepreneur, affiliate marketing, business, digital marketing, affiliate marketer, affiliate, advertising, money, youtube, marketer, seo, social media, network marketer, social media marketer, e commerce, entrepreneurship, marketers, influencer, marketing digital, billionaire, internet, facebook, ecommerce, social network, expert, killer, web entrepreneur, web, ceo
Leading PPC promoting through Google Ads is especially significant in light of the fact that, as the most prominent internet searcher, Google gets gigantic measures of traffic and accordingly conveys the most impressions and snaps to your advertisements.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
Prezentācija pasniegta pirmā Pasaules latviešu ekonomikas un inovāciju forumā, kas norisinājās Rīgā no 2013. gada 2. līdz 4. jūlijam. Plašāka informācija par forumu atrodama mājas lapā: www.ieguldilatvija.lv.
Nacionālā kino centra direktore Ilze Gailīte Holmberga: Latvijas filmu indust...IeguldiLatvija
Prezentācija pasniegta pirmā Pasaules latviešu ekonomikas un inovāciju forumā, kas norisinājās Rīgā no 2013. gada 2. līdz 4. jūlijam. Plašāka informācija par forumu atrodama mājas lapā: www.ieguldilatvija.lv.
Runātājs Vilnis Dreimanis
STENDERS ir e-komercijas pārdošanas kanāla vadītājs no 2012 gada. 15 gadu pieredze IT projektu vadībā, 6 gadu pieredze e-komercijā. Iepriekš piedalījās kā e-komercijas eksperts 3 Latvijas lielākajos savas nišas internetveikalos - būvmateriālu, plaša patēriņa preču un sieviešu preču jomās.
Prezentācija "Dalīšanās ar pieredzi: Stenders"
Dalīšos ar STENDERS pieredzi e-komercijā, un pamatjautājums būs CRO - Conversion Rate Optimization, kur esam sasnieguši iespaidīgus rezultātus. Vairāk pieskaršos šim jautājumam nevis no tehniskās puses, bet uzņēmuma stāsta/sales instrumentu/mārketinga salāgošanas jautājumiem un metodoloģijām, kuras var izmanto šajā procesā. Prezentācija noslēgsies ar galvenajiem trendiem, kuri var būt aktuāli Latvijā 2015. gadā e-komercijas jomā.
Šīs stundas mācību mērķis ir prast noteikt un analizēt konkurentus uzņēmumam, kas nodarbojas ar sieviešu un modes un stila žurnālu izdošanu. Situācijas analīze šai stundai ir ņemta no sieviešu un modes un stila žurnālu tirgus. Šo prezentāciju var izmantot vidusskolas ekonomikas stundās par konkurenci. Prezentācijā ir sagatavots vizuālais materiāls, kas izmantojams, lai ilustrētu iedomātu tirgus situāciju un audzēkņi izveidotu darba grupas un radītu ideju uzmetumus jaunam sieviešu vai modes un stila žurnālam.
Mārketinga un komunikāciju stratēģija uzņēmumāENTERBANK
Ventspils Digitālais centra projekta “Virtuālas biznesa atbalsta infrastruktūras izveide Baltijas valstīs” ietvaros veidota prezentācija par mārketinga un komunikāciju stratēģiju uzņēmumā. Video lekciju iespējams apskatīt šeit - http://ej.uz/619g Projekts tiek īstenots Latvijas-Lietuvas pārrobežu sadarbības programmas ietvaros. www.ente
Marketing Your Training Programs and ServicesSaul Carliner
As a result of the need to drive enrollments in live virtual programs and self-study courses, and a general need to make training visible, marketing should be central to the work of training and development professionals whether they work internally or externally. But is it? And if not, what should training professionals do to market their products and services? In this session, you’ll learn about resources available to you and discuss how you should market—including the print, online, and face-to-face approaches most commonly used in marketing, and the key marketing messages.
Is Sam Oven's Consulting Accelerator A Scam Everything You Need To Knowmepatelchirag
This course claims to be the ultimate training for would-be, new, and even experienced consultants. It’s a 6-week course that includes action-based homework each week.
Portfolio of digital marketing projects related to content creation, social media marketing, social media advertising, email marketing, and marketing analytics.
digital marketing - project 3 part 2 facebook campaign evaluationJyothi Reddy
Facebook campaign evaluation - description of target audience, Ad copy, Ad creatives, Ad preview, ROI calculation, Results based on Demographics, performance, placement, Adset delivery and engament
Summarized the different marketing campaigns executed and reflected on the results. Evaluated the ROI of the campaigns, compared the results across platforms, then formulated recommendations for future marketing action and budget allocation.
Slides from Carie Otto's paid media webinar covering lead generation in the digital age... Also known as pay-per-click marketing strategies. Learn the basics to get started with paid media with this slide deck - or view the complete presentation at: http://www.threedeepmarketing.com/blog/pay-per-click-its-lead-generation-in-the-digital-age/
The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...Higher Education Marketing
The New Year is a time of new beginnings. Whether it's training for career advancement or seeking a course to break into a new industry, countless people take this opportunity to go back to school. We call behavior like this the "Fresh Start" effect and educational institutions that capitalize on it can see measurable gains in their recruitment efforts.
In this month's webinar, the HEM team will walk you through the importance of advertising during the holiday period leading up to the new year and outline key strategies for advertising to this cohort. You'll learn how to craft ideal messaging and plan your advertising push, along with discovering which best practices ensure your institution will be ready to start the new year strong.
Digital Marketing is the fastest growing industry in 2021. Start your career in digital marketing with our guide. Digital marketing consist of many different fields like SEO, Google Ads, Social Media, Email Marketing to choose.
1K A Day Fast Track Review (Is It Worth The Money)Sujoy Mukherji
If you are looking for a high demanding affiliate program that has a high conversion rate on ClickBank, then you need to check out the 1K A Day Fast Track affiliate marketing program by Merlin Holmes. It is a course that guarantees you to make a steady passive income by following their creative strategies. In this 1K A Day Fast Track review, we will take a look at the course to see if it is really worth the money and what are the things you need to consider before buying it?
Guide to preparing your Marketing Plan. Picking who you are targeting, clarifying your value proposition, then identifying which tools to use to promote your company, product or service. The guide also describes how to schedule and execute your plan and monitor progress.
Marketing your business is everything. Marketing is actively promoting a brand’s product or service. It’s a way of reaching and engaging people. Marketing keeps your company top-of-mind among the decision-makers you are trying to do business with.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Contextual advertising for small business
1. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 4
Introduction
Overview
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
A Guide to Creating Paid
Online Advertising Campaigns
Next1 1/1
2. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Next
Unit 4
Home
Unit 4
Introduction
Overview
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Introduction
Online advertising is a great way to
grow your small business and
increase your brand awareness.
By driving more traffic to your
website, you are increasing your
prospects and creating new
business opportunities.
2
Welcome!
1/2
3. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Introduction
This tutorial will provide learners the tools to fully understand,
and create online advertising campaigns. This can help
generate new business, and increase sales.
The objectives covered in the module will teach small business
employees and owners, the key vocabulary, tools, strategies,
and analysis techniques needed to create successful paid ad
campaigns.
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Next3
Overview
1/3
4. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Introduction
Before starting this course, you should have basic knowledge of
how to use the following:
• Internet browsers
• Social media networks (Twitter and Facebook)
• Search engines (Google and Bing)
• Google Analytics
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Next
What Your Should Know
1/4
5. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Introduction
Before starting this course, you should have access to the
following:
• A computer or laptop
• A stable connection to the internet
• Pen and paper
• Access to Facebook, Twitter, Bing, and Google
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Next5
What Your Should Have
1/5
6. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Introduction
Timing:
This tutorial is self-paced. Each unit is designed to take 5 minutes
to complete, so the entire tutorial should take 30 minutes.
Navigation:
• The list of orange buttons on the left hand side will allow you to
jump to different areas in the tutorial
• The green navigation buttons in the bottom right allow you to
move to the:
• Next slide
• Previous slide
• Tutorial Home
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
6
Tutorial Guide
1/6
7. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Introduction
Assessment
• The light bulb icon indicates you have reached an assessment
activity
• Some assessment items are brainstorming with pen and paper.
Others are multiple choice questions.
• Before moving to the following Unit, answer the assessment
questions to the best of your knowledge
• Correct answers will display a check
• Incorrect answers will display an X
• Once you have completed the assessment, click the right arrow
to move to the next unit.
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
7
Tutorial Guide (Continued)
1/7
8. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Objectives
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
There are 5 units in this tutorial:
• Unit 1– Key Terms and Providers: You will be learning the vocabulary associated with
creating a online advertising campaign
• Unit 2 – Contextual Advertising Units: You will learn how to identity different types
on online advertising, and when they are most effective
• Unit 3 – Strategic Campaign Planning: You will learn how to decide on what kind of
campaign you need to create to meet your goals
• Unit 4 – Design and Copywriting: You will learn the best practices when creating
your advertising campaign assets
• Unit 5 – Gauging Ad Effectiveness: You will learn how to measure whether an ad is
successful, and is reaching your goals
8
Introduction
This tutorial is intended to teach the entire lifecycle of a paid online advertising campaign.
It is recommended to take each unit in order.
1/8
9. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Pre-Test
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
9
Take Pre- Test
Please take a moment to take the pre-test to
see you existing knowledge of internet
advertising
1/9
10. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
• Paid online advertising is a way for
small businesses to drive traffic and
increase brand exposure, by
promoting advertising to targeted
audiences.
• Paid online advertising is
also commonly know now
as Contextual Advertising10
Introduction
In this unit, you will be learning the foundation vocabulary
needed to understand paid online advertising.
1/10
11. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Cost Structures
PPC: Pay Per Click- A cost structure used by advertising
networks in which the advertiser only pays when the ad being
promoted is clicked on
CPC: Cost Per Click- This is the amount you are charged each
time someone clicks on your ad. The cost is generally defined by
the amount of competition in a category, and the amount of
exposure you are willing to pay for. (Ad spend/clicks)
.
Example: I created a PPC ad and bid $15 for the day. Three
people clicked on my ad, so my CPC was $5
11 1/11
12. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Cost Structures
Impressions- This is the amount views your ad receives
Campaign Reach- Generally used in Facebook, this is the amount of
individuals that view your ad
CPM: Cost per 1,000- This is a cost structure in which you pay
per every 1,000 impressions of your ad (Impressions/ad spend).
Example: I created an ad with a campaign reach of 2,000 people for
$100 dollars. My CPM is 50$
.
12 1/12
13. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Results Measurements
Conversion- This is a customer taking an action that you have set as
a pre-determined goal. For e-commerce this may be making a
purchase in your online store. For B2B this may be someone
completing a sign up form.
CPA: Cost Per Acquisition: This is how much it costs to get a
conversion from a viewer (ad spend/conversion).
Example: My conversion goal will be for viewers to click on my ad
and make a purchase from my online store. I paid 50$ for my ad,
and 2 viewers clicked on my ad and made a purchase in my store.
My CPA is 25$
13 1/13
14. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Results Measurements
CTR: Click through rate: This is the rate at which you ad was seen
and was clicked on (impressions/clicks). The higher the CTR, the
more effective your ad.
Example: My ad received 1,000 impressions and 100 people clicked
through. My CTR is 10%
.
14 1/14
15. Contextual AdvertisingConversion Marketing
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Given the definition, match the correct term:
Online advertising is now commonly known as ________:
15
Assessment
Search Engine MarketingDisplay Advertising
1/15
16. CTRCPA
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
16
Assessment
SEMPPC
Given the selection of acronyms, match the correct
definition.
This cost structure of advertising is also known as “Paid
Search”, this is within search engines:
1/16
17. CTRCPA
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
17
Assessment
SEMPPC
Given the selection of acronyms, match the correct
definition.
The percentage of viewers that click on an ad is known
as:
1/17
18. ConversionCompletion
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
18
Assessment
Offer ClaimImpression
When a viewer completes an action you have set as a goal
it is referred to as a:
1/18
19. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
19
Results
Correct! Good Job!
20. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
20
Results
Incorrect, please try again.
21. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Contextual advertising consists of various ad platforms where
businesses can purchase ad space. Each platform offers unique
features, and types of advertisements.
Contextual ad networks are broken down into two main
categories:
• Search Engine Ad Networks – Ads are served within the search
engines, and websites the search engines have partnerships
with
• Social Media Ad Networks – Ads are served within the social
media platforms
By learning different ad unit options, you we be prepared to start
strategizing the best campaign for your business.
21
Introduction
1/19
22. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
SEM: Search
Engine Marketing-
Also known as
“Paid Search”, this
is paid promotion
of ads showing up
in the top,
bottom, or sidebar
of search results.
Types of Contextual Advertising
22
Click on the image to see the SEM ads
1/19
23. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Types of Contextual Advertising
Display ads- Often called “banner ads” these have an
image linking to the advertisers website
1/20
24. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Owned by Google, AdWords serves paid ads through its
search engine. Ads are served on a CPC or CPM basis, with
the ability to target demographics, or devices.
Google AdWords
24 1/21
25. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
SEM Ads
Google AdWords Ad Types
25
YouTube Ads – Google has now owns
YouTube and serves video ads through
the social media channel
Display Ads
1/22
26. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Owned by a partnership with search engines Bing and Yahoo, this
platform is also known as the Yahoo! Bing network. Promoted ads are
served on both search engines. Ads are served on a CPC or CPM
basis, with the ability to target demographics, or devices.
Bing Ads
26 1/23
27. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Bing Ad Types
27
SEM Ads Display Ads
1/24
28. DisplayCPC
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
28
Assessment
SEMPromoted Trend
Identify the search engine ad unit based on the image
1/25
29. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
29
Results
Correct! Good Job!
30. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
30
Results
Incorrect, please try again.
31. DisplayCPC
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
31
Assessment
SEMPromoted Trend
Identify the search engine ad unit based on the image
32. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
32
Results
Correct! Good Job!
33. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
33
Results
Correct! Good Job!
34. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
34
Results
Incorrect, please try again.
35. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
35
Results
Incorrect, please try again.
36. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
This ad platform hosts ads either in the right-hand side bar of
viewers Facebook page, or as promoted content within a viewer’s
newsfeed. Ads are served on a CPC, CPA, or Campaign reach basis.
This can direct the viewer to the company’s Facebook page, or
website.
Facebook Ad Manager
36
37. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Facebook Ad Types
37
Promoted post-
Can pay to boost
content that you
post on your
company Facebook
page
Domain Ad– This
is a display ad in
the right side bar
that promotes
either a Facebook
page or website
Website
Conversion–
Encourages the
viewer to take
an action on
your website
Click to Website –
Gets people to
click through to
you website
38. A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Social Media Platforms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Facebook Ad Types
Event Response
Ad – Encourages
viewers to sign up
for your event 38
Video Ad –
Streaming
video ad
Offer Claims –
Can create offers
for people to
redeem in your
store
Contextual Advertising For Small Business
39. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Social Media Platforms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Twitter Ads
This ad platform hosts ads in the right-hand side bar or within
the twitter feed.
39
40. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 2: Social Media Platforms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Twitter Ad Types
Promoted trends
– This appears
within the list of
what is trending
next to the
twitter timeline.
Trends are
tailored to the
viewer based on
their location and
who they follow
40
Promoted
account – This
encourages the
viewer to follow
your business
account, once
they become a
follower, they
will be able to
see all of your
tweets
Promoted tweets – This appears in
the viewer’s twitter feed, along
with regular tweets
41. Page Like AdDomain Ad
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
41
Assessment
Website ConversionPromoted Trend
Identity the social media ad unit based on the image:
42. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
42
Results
Correct! Good Job!
43. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
43
Results
Incorrect, please try again.
44. Promoted PostPromoted Account
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 2: Contextual Advertising Units
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
44
Assessment
Promoted TweetPromoted Trend
Identity the social media ad unit based on the image:
45. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
45
Results
Correct! Good Job!
46. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
46
Results
Incorrect, please try again.
47. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 3: Strategic Planning
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Introduction
Creating goals for your paid ads is crucial to you success
within online advertising. There are many considerations to
keep in mind when creating an advertising strategy.
These are the aspects of strategy this unit focuses on:
• Goals
• Audience
• Keywords
• Medium
47
48. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 3: Strategic Planning
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Goals
Decide what a conversion will be for your campaign, this will
ensure you can gauge the success of your campaign. Some
examples of conversions are:
• Completed sign-up form/email address capture
• Online purchase
• Increased social media following
• Increased traffic to your website
48
49. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 3: Strategic Planning
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Audience
Advertising to the correct demographic can help you from
wasting ad dollars. With paid ads, you can target your
general audience, or select specific sub-sets within that
audience.
Often the more targeted your ads, the more effective they
can be. If you are unsure as to who is visiting your website,
Google analytics help provide this insight.
Examples:
• General: People that have an interest in
Landrovers
• Subset: Males 25-45 within the Florida area that
have an interest in Landrovers 49
50. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 3: Strategic Planning
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Keywords
Keyword planning is especially important for SEM. By bidding on
keywords within search engines, you ad will be shown when
viewers key in those terms. You may have an idea of the
keywords your audience is searching. If not, here are some ways
to find them:
• Look at the keywords bringing in organic traffic in
Google Anaytics
• Use Google’s free Keyword Planner:
https://adwords.google.com/KeywordPlanner
Example keywords:
For a Landrover Parts Dealer these would be keywords:
Landrover, RangeRover, Rover Parts, Landrover Parts,
Landrover Engine, Landrover, Muffler, ect.
50
51. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 3: Strategic Planning
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Assessment
Using you pen and paper, come up with a list of
10 keywords that best describe your business
52. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 3: Strategic Planning
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Medium
Choose your medium: Now that you have identified the “what”
and “Whom” you need to choose how you are going to get your
message to your audience. Choose an advertising platform, and
ad type for you campaign. (See unit 3 for options).
Example:
• Website conversion ad on Facebook encouraging viewers to
sign-up for my email list
• SEM ad placed in Bing Ads
52
53. Completed Newsletter
Sign Up
Increased Social Media
Following
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 3: Strategic Planning
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
53
Assessment
Completed Online
Purchase
Increased Organic
Website Traffic
When trying to increase your email database, identify the
most effective strategy:
54. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
54
Results
Correct! Good Job!
55. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
55
Results
Incorrect, please try again.
56. Promoted trend on
Twitter
Facebook website
conversion ad
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 3: Strategic Planning
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
56
Assessment
SEM ad in Google,
targeting keywords
Display Ad on Columbia
tourism website
When trying to reach viewers looking for landscaping in
Columbia, S.C., identify the most effective strategy:
57. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
57
Results
Correct! Good Job!
58. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
58
Results
Incorrect, please try again.
59. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 4: Design and Copywriting
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Introduction
After you have chosen what type of ad you want to create, you
need to think about what message and graphics will produce the
highest conversions.
In this unit, you will learn the best practices for ad design and
copywriting to help maximize click through rates
59
60. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 4: Design and Copywriting
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Copywriting
Copywriting: Ad copy should be brief and to the point, given
most viewers will only glance at your ad. Most ads have
characters limits (ex. Adwords SEM ad headline allows for 25
characters), so it is important to have a strong call-to-action
(CTA).
Example:
RoverLand Parts- Low Prices, in stock, and ready to ship!
60
61. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 4: Design and Copywriting
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Design
If you are using display advertising, your messaging needs to be
clear, and not lost within the graphic.
Considerations:
• Only use high-resolutions images, that are the correct
dimensions (this will be based on the type of ad and ad
platform selected)
• Keep typography in mind. You should have a clear easy to
read call to action, that encourages the viewer to convert.
• Be mindful of your audience, and that the image is
appropriate for the demographic you are targeting.
61
62. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 4: Design and Copywriting
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Examples
62
Good Copywriting: Strong
CTA, brief and to the point
copy
Bad Copywriting: Too much
copy, no strong CTA
63. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 4: Design and Copywriting
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Examples
63
Good Design: Graphic helps
sell the product with use of
typography and high
resolution image
Bad Design: No use of
typography, image does not
help sell the service
64. Have a strong CTAChoose an appropriate
hi-resolution image
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 4: Design and Copywriting
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
64
Assessment
Reduce Ad Clutter
Use an appropriate
amount of characters
Given the ad below, identify the best option for producing a
higher CTR:
65. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
65
Results
Correct! Good Job!
66. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
66
Results
Incorrect, please try again.
67. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 4: Design and Copywriting
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Assessment
Given the ad below, identify the best option for producing a
higher CTR:
Choose an appropriate
hi-resolution image
Have a strong CTA
Use an appropriate
amount of characters
Reduce ad clutter
67
68. Have a strong CTAChoose an appropriate
hi-resolution image
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 4: Design and Copywriting
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
68
Assessment
Reduce Ad Clutter
Use an appropriate
amount of characters
Given the ad below, identify the best option for producing a
higher CTR:
69. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
69
Results
Correct! Good Job!
70. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
70
Results
Incorrect, please try again.
71. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 5: Gauging Ad Effectiveness
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Introduction
Now that you have implemented a campaign, you will need to
monitor your ad to measure the results. If the ad is not
producing the desired results, you will need to re-work the
campaign, or change the strategy.
In this unit we will focus on two aspects of measuring ad effectiveness:
• Monitoring
• Analyzing
71
72. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 5: Gauging Ad Effectiveness
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Introduction
Monitoring: All of the ad platforms covered have their own
internal monitoring tools that allow you to view the
effectiveness of you ad.
Considerations:
• Conversions
• CPC
• CTR
• CPA
• Spend (the total amount of you ad cost)
72
73. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 5: Gauging Ad Effectiveness
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Introduction
Analyzing: After your campaign has been running, or is finished,
it is helpful to get an overview of the overall effectiveness.
Google analytics is a helpful tool for getting this reporting.
Considerations:
• Increased conversions
• Increased web traffic
• Increased social media following
• Use of campaign specific promotion code
73
74. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 5: Gauging Ad Effectiveness
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Monitoring
All of the ad platforms covered have their own internal
monitoring tools that allow you to view the effectiveness of you
ad.
Considerations- Keep in mind the following when
monitoring your ad:
• Conversions – The higher the amount of conversions,
the better
• CPC – The lower the cost per click, the better
• Ex. A $1 CPC is better than a $5 CPC
• CTR – The higher the click through rate, the better
• A 5% CTR is better than a 1% CTR
• CPA – The lower the cost per acquisition the better
• Ex. A $1 CPA is better than $5
• Spend (the total amount of you ad cost) – This is
dependent on your goals
74
75. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 5: Gauging Ad Effectiveness
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Analyzing
After your campaign has been running, or is finished, it is helpful
to get an overview of the overall effectiveness. Google analytics
is a helpful tool for getting this reporting.
Considerations:
• Increased conversions
• Increased web traffic
• Increased social media following
• Use of campaign specific promotion code
75
76. Has a CTR of 10%Has a CTR of 0%
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 5: Gauging Ad Effectiveness
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
76
Assessment
Has a CTR of $5Has a CTR of $20
Identify the most successful ad campaign:
77. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
77
Results
Correct! Good Job!
78. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
78
Results
Incorrect, please try again.
79. Contextual Advertising For Small Business
Katie Head EDET 722 J50-061 headl@email.sc.edu
Unit 4
Home
Unit 4: Design and Copywriting
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Assessment
Identify the most successful ad campaign:
• Ad has CPA of $2.00
• Ad has CPA of $15
• Ad has CPA of 5%
• Ad has CPA of 90%
79
80. Has a CPA of $15.00Has a CPA of $2.00
Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 5: Gauging Ad Effectiveness
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
80
Assessment
Has a CPA of 90%Has a CPA of 5%
Identify the most successful ad campaign:
81. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
81
Results
Correct! Good Job!
82. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
82
Results
Incorrect, please try again.
83. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Assessment
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
83
Results
Please Take a moment to complete the survey about your
learning experience.
Take Survey
84. Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Unit 4
Home
Post-Test
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
84
Take Post- Test
Congratulations! You have finished the tutorial!
Now you can take the post-test to see what you
have learned.