This document provides an overview of online advertising options including search engine marketing (SEM), social media advertising, and display advertising. It focuses on keyword research, Google AdWords, and Facebook advertising. For Facebook ads, it discusses targeting options, examples of usage like promoting pages/events/apps, and tips for creating effective ads and getting the most value from them. The overall message is that online advertising, especially on social media, can be a powerful way to promote brands and drive traffic if done strategically.

1. Online advertisingA whistle stop tour...Tim Barlow – Attacat

2. Quick Introduction

3. Rough PlanSEM AdWordsAdWords alternativesSocial AdvertisingFacebookTwitterLinkedInOthersDisplay AdvertisingOtherBut please feel free to mess the plan up!

4. Keyword Research1 Minute PresentationBy ?4

5. Take-awaysIt’s about 100’s, 1000’s or even 10,000’s of phrasesVery easy to leave a large chunk of business on the table.5

6. Prepared by Attacatwww.attacat.co.ukYour Keyword UniverseDescriptive terms – e.g. ShowersBrands – e.g. MiraAdjectives e.g. Cheap ShowersGeography – e.g. Glasgow Shower ShopMisspellings – e.g. MirarUse of – e.g. Shower fittingRelated – e.g. bathroom mould

7. Keyword ResearchBrainstorm with ColleaguesLook at competitors sitesAsk existing customersWebsite logs & AnalyticsIn site search logsUse keyword tools7

8. AdWords Keyword Tool8

9. What

10. The Process

11. SEOWhat

12. How Adverts Are Ranked

13. How Adverts Are RankedMax Bid x Quality ScoreWhilst a simplification, assume Quality Score to equal Click Through Ratio

14. How Adverts Are RankedAdWords rewards relevancy

15. Can pay less than your competitor for a higher positionQuality Score

16. x2 & 3Quality Score

17. Lessons to LearnNeed to bid on relevant keywordsNeed good ad copyAd copy needs to be relevant to keywordsYou can advertise on less relevant keywords but it will costIncreasing focus on the post-click experience as wellQuality Score

19. Why should I be interested?It’s new and exciting!NEW!WOW!

20. Why should I be interested?You don’t need to be a ‘social media ninja’ to get started.Not yet a ‘saturated market’Get ahead of competition – you’ll need to be quickPretty cheap at the momentMassively popular websiteAccess niche markets with demographic targeting

21. I know search advertising, but what’s this Facebook malarkey?The similarities to search ads:Familiar advert layoutsGoogleFacebook

22. The similaritiesSimilar payment and biddingGoogleFacebookCost-per-click (CPC) Cost-per-click (CPC)Pay when someone clicksCost-per-1000 (CPM) Cost-per-1000 (CPM)Pay for every 1000 impressionsCost-per-action (CPA) ?Set ‘action’ fee or work towards CPA target

23. The similaritiesAccountable – track conversions, purchases or signups.Using JavaScript tags inserted into your website.Can also be modified to record SKUs and revenue valuesGoogleFacebook

24. The differencesThe differences:Images – a big opportunity to catch someone’s eye.GoogleFacebook

25. The differencesShown on demographic profiling choices.What kind of demographics?Uses self-entered profile info for demographics.

26. Also use group memberships and ‘likes’.

27. Accurate and reliableI’m Mark Zuckerberg, and I know everything about you...bwoohahahahahah!

28. Let’s make a Facebook advert

29. Staying within Facebook...Adverts to your website or your Facebook presence:

30. Business pages

31. Applications

32. Events

33. GroupsThe power of targeting!Lets say you’ve bought a bar in, say, Aberdeen.

34. You want to improve awareness and attract customers.The power of targeting!Based in AberdeenAged 18–30On a user’s birthdayTarget people who are likely to be going out for a birthday drink

35. The power of targeting!Target by education or degreeSpecific company employeesLike/don’t yet Like a page/event/appFriends of those who like a page/event/app

36. The power of targeting!80 single, wannabe ninjas in Edinburgh

37. The final stepBudget and payment

38. Credit card or PaypalSome examples of usage?

39. Gaining traction for Facebook pagesInitial ‘seeding’ and awareness of a Facebook brand.Fan ‘spikes’ from Facebook advertising

40. Gaining traction for Facebook pagesDuring Facebook campaign: Evidence of 60% more ‘likes’ than directly attributable to Facebook advertising thanks to friend activity. Ads promoting pages, events and apps show social endorsements – viewer’s friends who have liked it.

41. Publicising eventsUpcoming event? Regionally or demographically targeted ad campaign.

42. You could target:

43. Company employees

44. Confirmed Facebook attendees

45. Friends of attendeesFacebook app?Great exposure for apps – just look at Farmville! There were others at it during the World Cup and new football season...Publicising your brandBrandWith cost-per-click your brand is still benefiting from impressions.

46. Potentially only pay 10p for every 1000 times people see your brand.

47. CPM rate on guardian.co.uk for similar size is £30–40!BrandBrand

48. Increasing traffic and interestOne small-scale study of Facebook advertising across a range of clients found that, while increasing costs <3%:

49. Traffic lifted +4%

50. Average monthly newsletter subscriptions lifted +7%

51. Exits to brands’ other social media sites +50% Direct responseOr the old favourite...Use to sell or generate leadsReporting on performanceLots of report data available

52. CPM rates for CPC campaigns

53. Post-click and -impression conversion data

54. Who ‘liked’ your advertGet the most from Facebook adsGrab attention with your ad text

55. Use a call to action...

56. ...but dissuade irrelevant traffic that you’ll have to pay for. BUY NOW