Exploring different online advertising mediums including Google AdWords and Facebook Ads. How to begin your strategic plan and troubleshoot common challenges.
3. What’s On Tap
Define online advertising
Why advertise online?
Who should not advertise Online?
What to expect
Defining your why
Leveraging your marketing assets
Market Review
Strategic Plan
Facebook vs. Google
Tracking
Tweaking
Growing
4. T H I S I S S U P E R C O O L
I T ’ S N O T T H E O N L Y W A Y
I ’ M N O T S A Y I N G I T ’ S R I G H T F O R Y O U
I ’ M J U S T S A Y I N G I T ’ S S U P E R C O O L
Disclaimer
5. Online Advertising Definition
Online advertising, also called Internet advertising, uses
the Internet to deliver marketing messages to consumers.
It includes
____________, __________________, ___________
______, many types of ______________
(including ________ advertising), and _____________.
email marketing search engine marketing
social media marketing display advertising
mobile advertisingweb banner
Source: Wikipedia.org
6. Social Media Definition
Forms of electronic communication through which users
create online communities to share
information, ideas, personal messages, and other content
Types of social media include:
____________________________________
__________________________________
_____________________
_______________________
Source: Merriam-Webster.com
Social Networks (Facebook, LinkedIn, Twitter)
Media Sharing (YouTube, Instagram, Flickr)
Blogs (WordPress, Blogger)
Blog Comments and Forums
7. Online Advertising is Growing Rapidly
In 2011, Internet advertising revenues in the United States
surpassed those of cable television and nearly exceeded those
of broadcast television.
In ____, Internet advertising revenues in the United States
totaled $36.57 billion, a ___________ over the $31.74
billion in revenues in ____.
Source: Wikipedia.org
2012
15.2% increase
2011
10. Build a bridge to your customers.
Why Advertise Online?
Your
Audience
Closed
Business
Facebook
Email &
Direct Mail
Blog &
Website
Print
Advertising
Other possible digital components of your marketing bridge:
Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords
11. Don’t just build a bridge, cast a net.
Why Advertise Online?
Your
Audience
Closed
Business
WEBSITE
Blog
Email
& Direct
Mail
Facebook
Print
Advertising
13. Who should
not do it?
If you don’t have
a website
If you don’t have
a plan
14. Who should
not do it?
If you don’t have
a website
If you don’t have
a plan
If you don’t plan
on tracking
15. Who should
not do it?
If you don’t have
a website
If you don’t have
a plan
If you don’t plan
on tracking
If you’re looking
for a miracle
16. What to expect
It ________ to really make an impact on your sales
pipeline (just like all other marketing activities)
It _________, at the very least time and your time
is worth money
A ___________, it’s not as straight forward as they
want you to believe it is
It is ______________ so it can be modified for
better results
To _________________
Save you ____ and make you _____ in the ______
takes time
costs money
learning curve
incredibly trackable
know when it’s working
time money long run
20. Outcomes of a successful campaign.
Exposure &
Branding
Lead
Generation
Promotions
Rise in SEO
Building
Relationships
Building
Credibility
Increase
Growth
Defining Your Why.
21. Good Goals Examples
Reach a new demographic by advertising our unbiased resources
geared towards young couples buying their first home so they will
feel empowered, comfortable and supported throughout the home
buying process. Building a relationship with our viewers so they
will be more likely to work with us when they’re ready to buy.
Advertising to drive traffic to our website for our online service
estimator to gather lead information and prequalify leads by
enabling the sales staff to spend their time working with businesses
that they can impact the most.
+
+
22. Poor Goals Example
Increase traffic to my
website
Increase Facebook fans
Keeping up with the
Jones’
These are poor goals
because they:
• Are only outcomes of
advertising activities
• Lack action plans
• Do not share a purpose
• Are advertiser centered
-
-
-
25. Leverage
Your
Marketing
Assets
Anything your company
has that can be utilized
to create reach.
Reach can be:
• Bought
• Borrowed
• Built
Client & Non-Client Contacts
• Email List
• Mailing Address List
• Facebook Friends/Fans
• Twitter Followers
• Blog Followers
• Email Subscribers
Capital
• Services for Trade
• Funds to Invest
Staff
• Sales
• Designers
• Writers
• Delivery Truck Drivers
• Interns
• Kids
Ready Made Marketing
Materials
• Previously Designed Ads
• Testimonials
• Portfolio Photos
• Ad Specialty Items
Sphere of Influence
• Strategic Alliances
• BNI Chapter
• Rotary Group
• Neighborhood Association
• Church
• Gym
• Country Club
Location
• Shared Building Space
• Signage
• Window/Display Space
• Sidewalks
Equipment
• Printer
• Company Cars
• CRM
• Smart Phones
Processes
• Checkout
• Sales
30. W H E N T R Y I N G T O R E A C H T O E V E R Y O N E Y O U
E N D U P T O U C H I N G T O N O O N E A T A L L
C O N S I D E R C R E A T I N G B U Y E R P E R S O N A S T O
H E L P Y O U S E E Y O U R S E L F I N T H E S H O E S O F
Y O U R T A R G E T M A R K E T
Talk to Someone Special, Not
Everyone in General
SBDC offers services to assess your current clients and their media preferences
33. Twitter
16% of internet users
Doubled since 11/2010
Men and women nearly
equally
Mainly under 50, and
predominately 18-29
More urban-dwellers
than suburban and
rural
34. Google
Avg 67% of the US
search market, 62% in
Missouri
Bing only has 18%,
Yahoo 11%
Source: http://money.cnn.com/
2013/08/20/technology/enterprise/
google-states/index.html
More men than women
Middle class $30,000-
$149,000
Largest user group is
age 25-34
Source: http://www.flowtown.com/
blog/whos-using-google
38. All marketing content is essentially composed to
achieve the same goal:
To get people to read it.
Message
what
39. Message
what
Direct Sales Approach
Examples
Promotions/Deals
Price driven decisions
Commodities
Commercials
Timely
Sales Persons Enforce
Arguments
Interrupt
Good for right now buyers
Noise, not memorable
Not building a
relationship
Not building a promoter
Communicating With and For
Are you promoting or conversing?
40. Message
what
Indirect Sales
Examples
Testimonials
Photo Galleries
Writing
Newsletters
Success Stories
Surveys
Arguments
Giving prospects what they need
to judge your company
Listening to them in a controlled
setting
Could build a promoter if the
sales and post sale process is right
Communicating With and For
41. Message
what
Thought Leader/Industry Expert
Examples
Written, Photo & Video
Tutorials
Authoring
Guides
White Papers
Books
Trend & Comparison
Reports
FAQ’s
Arguments
Builds credibility
Memorable
Shares company values
Creates a reason to return
Fosters relationships with
future buyers
Communicating With and For
43. Ad Writing Rules
_________ just have to write about what you do.
___________ to write about topics of value to your audience.
You don’t
You do have
44. Every Ad
Must Have
A _________ with:
1) A clear ________ of
offer
2) A clear _________
3) A _______
landing page
description
call to action
lead form
45. Strategic Plan Components
Staff
Equipment
Client lists
Processes
Non-Client
Contacts
Money/Trade
Location
How the message will be delivered:
Use your assets to cost effectively deliver your message.
Message
what
Application
how
Medium
where
Schedule
when
47. Which assets will be most effective to deliver
your message?
What are your building activities?
What are your driving activities?
48. Strategic Plan Components
Facebook Ads
Google Adwords
Email Marketing (Yours or
Others)
Blog (Yours or Others)
Social Media
Where your message will be most effectively be distributed:
Message
what
Application
how
Medium
where
Schedule
when
50. Post Promotion/Boost Post Ads
Bumps your post higher than it would
otherwise appear in your audience’s
news feeds.
Starts at $15.00.
New in May 2012.
Increases the likelihood that people
will:
See your message in their news feed.
Become aware of your business.
Respond to your offer or sales
promotion.
51. Types of ads
Page post _____ ad
Page post ___ ad
Page post ___ ad
____ ad
______ ad
Page ___ ad
photo
link
Domain
like
text
Event
Post promotion ads
52. Page post
photo ad
Best used for brand
awareness and
engagement for current
and prospective
customers and getting
people to engage with
your Page or post
53. Page post
link ad
Best used for getting
website conversions
including online sales
and lead generation
54. Page post
text ad
Best to use for brand
awareness for current
and prospective
customers and for
getting people to engage
with your Page or post
58. Targeting
Gender
Physical Location
Age
Precise Interest
People who have expressed an
interest on their personal
timeline, may be drawn from
their listed
interests, activities, education
and job titles, pages they like, or
groups to which they belong.
Broad Categories
A wider audience that shares
similar interest and traits, but
falls into a certain general
category. People who have
included information in their
timelines relevant to that
category.
59. Advanced Targeting
Custom audiences
Find members of their offline
audiences who are also on
Facebook using email addresses,
phone numbers, or Facebook
user IDs to make the match,
allowing to reach segments
based on information you
already have about them via
your own, offline databases
Lookalike audiences
Find more people who are
similar to those in your custom
audience lists and are likely to
have an interest in your products
Options based on relationship status, language, education and workplace.
60. Fee Structure
Pay by impressions
Or pay by clicks
The user creates a
per day and
campaign lifetime
budget
Ad quality factors
into cost good CTR
is lower cost
Advertisers bid on ad space, if your
bid is the highest and your maximum
bid amount is not met you will be
charged the bid amount needed to
outbid the competition
Ads that have performed better in the
past are giving precedence over those
that performed poorly. Facebook uses
the following equation: CPC bid x
CTR = eCPM
61. _____ AdsSearch
Search ads are placed
____ to or _____
______ Google search
results.
next above
relevant
62. ______Ads
Display ads are placed
on the Google Ads
____________ is a
large group of ______
and other products, like
___________ and
____, who have
partnered with Google
to display Ad Words
ads.
Ad Types Available:
____ & _______
Display
Display Network
websites
email programs
blogs
DisplayText
63. Targeting
Contextual -
Keyword/Term
Placement
Show ads on specific
websites you choose
Gender
Physical Location
Age
Remarketing
Interest
People whose online behaviors show a common
interest, like sports or travel. Web users can
identify their own interests through the Ads
Preferences Manager.
Topic
Close cousin to interest categories, based on sites
rather than audience. Pick a topic your ads show
on sites related to the topic. Often more efficient
than choosing them one by one.
64. Fee Structure
Pay per click
Price for keywords are
determined by
competition for chosen
word or phrase
Quality of ad factors into
price per click
Google
Quality
Score
Click
Through
Rate
Landing
Page
Historical
Perform-
ance
Various
Relevancy
Factors
Ad
Relevancy
Keyword
Relevancy
65.
66.
67. Think _________
Build business based on
referrals
Reach out to your current
promoters
Finding more people like
your promoters
Build awareness for your
brand
Drive traffic to your
website
Building a communication
asset
When to use:
Facebook is good for you if you’re looking to:
Promoters
68. Think ________
Compliment current
marketing efforts
Make sure prospects find
you online
Increase traffic to your
website
Generate leads through
your website
When to use:
Prospects
Google is good for you if you’re looking to:
69. Comparison
Great for promoters, ok
for prospects
Costs less but
generates less traffic to
site unless you have a
large group of fans
Limited format options
Great for prospects
Costs much more but
generates more traffic
to the site
Lots of format options
70. Strategic Plan Components
Daily
Weekly
Monthly
Bi-Monthly
Quarterly
Time of year
Time of month
Day of the week
Time of day
When is the most effective time for you to run ads:
Message
what
Medium
where
Application
how
Schedule
when
71. What time of year, month, or week will
your ads be the most effective?
75. _______ page views
______ visit duration
_____ bounce rate
_______ pages per visit
_____ return visitors
Increase
Longer
Lower
Increase
More
Measuring for Engagement
= Good visitor engagement
76. How will you measure the success of your campaign?
o Number of hits to your website
o Low bounce rate
o Number of pages visited
o Amount of time on site
o Number of returning visitors
o Follower head count
o Leads generated
o Lead quality
o Closed business
o Revenue generated
o SEO ranking improvements
Measuring Success
Exposure &
Branding
Lead
Generation
Promotions
Rise in SEO
Building
Relationships
Building
Credibility
Increase
Growth
79. Focus on what’s working and do more of it!
Tweak layout for
landing pages
Tweak call to action
buttons
Give viewers more of
what they like
Don’t let pride get in
the way of success
Keep up with your
competition and
industry trends
Add more assets to
campaigns and mediums
that work
If you don’t know what’s
working ask for help
Tweaking
80. When facing challenges
_____
Tweaking
Common Challenges:
Little to no clicks on ad
Your keywords may to too specific
or technical
Your offer may not be what
prospects are looking for
Your budget may be too low
Your target market may be too
small
You may have selected a target
market uninterested in your
product
You may not be delivering your
message in the right medium
go left
81. Tweaking
Common Challenges:
Little to no clicks on ad
High Bounce Rate
Your offer and your message may
not match
You may over promise in your
offer and not deliver on your
message
You may not have a clear
conversion path so people may
not know where to go next
The landing page may be
confusing or unattractive,
Your site may not look credible
82. Tweaking
Common Challenges:
Little to no clicks on ad
High Bounce Rate
Not completing lead
form
Too many questions on lead form
Inadequate offer description
Offer too far down the
funnel, offer an alternative option
that requires less commitment
Consider adding photos of offer
Form not working properly
Brighten form button
Tweak button text to make it
more descriptive of next step
Poor form placement
84. Growing
Add new mediums as they are built and become
appropriate
Recycle content throughout additional mediums
Grow your reach to grow promoters and grow your
business
85. What’s On Tap
Define online advertising
Why advertise online?
Who should not advertise Online?
What to expect
Defining your why
Leveraging your marketing assets
Market Review
Strategic Plan
Facebook vs. Google
Tracking
Tweaking
Growing