This document provides an overview of online advertising, including its advantages, objectives, terminology, and types. It discusses how online advertising allows for adaptability, accountability, targeting, interactivity, and efficiency. It also outlines a step-by-step guide for getting started with online advertising, including creating a plan, identifying platforms and targets, setting a budget, designing ads, and tracking performance.

1. Online Advertising
(Thanks to Andrew Bleeker for some of this great content)

2. What We’ll Cover
• Advantages
• Objectives
• Glossary
• Types of Advertising
• Step-By-Step Guide

3. Advantages of Online Advertising
• Adaptability
• Accountability
• Targeting
• Interactivity
• Efficiency
• Rapid Response Screenshot from http://www.leftyblogs.com

4. Objectives
• List-building/offline action
– Empower supporters and
provide a way to take action
• Rapid response
– Respond to breaking news
• Messaging & persuasion
– Provide compelling and
interesting content
– Move a message Video ad unit

5. Glossary of Terms
• Cost Per Click (CPC) / Pay Per Click (PPC)
– Advertisers only pay when a user clicks the ad
and is directed to the website
– Useful when user destination is most important
• Cost Per Mille (CPM) / Cost Per Impression (CPI)
– Advertisers pay for exposure (view) of their
message to a specific audience
– Per Mille means per thousand impressions (or
number of times an ad loads on the page)
– Useful when user education is most important

6. Types of Advertising
• Search / contextual
• Social networks & blogs
• Banner ad networks
• Individual site placements

7. Search / Contextual
• Advantages • Disadvantages
– Can target people who – Generally low-impact
are interested in the – Hard to scale because
material only so many people are
– Pay only on an efficient searching for any term
“cost per click” basis – Largely driven by news
– Generally low-risk cycles and earned
– Set what you are willing to media, so pay-off is hard
pay by bidding to predict
– Hard to do well without
being time-intensive

8. Search / Contextual Example
Paid search results based
on keyword.
Organic search results. Can’t
pay for a higher ranking.

9. Social Networks & Blogs
• Advantages • Disadvantages
– Large pools of like- – Sensitivity of political
minded supporters blogs
– Good way to join the – Low scalability
conversation and get – Poor ad units
earned media – Limited geo-targeting
– Potential for viral or
exponential spread
– Advanced targeting
abilities
– In some cases, can also
pay on a cost per click
basis

10. Social Networks & Blogs Example

11. Banner Ad Networks
• Advantages • Disadvantages
– High reach – Limited control over
– Pay only on a very placements
efficient performance – Less valuable real estate
metric – Potential for showing up
– Extensive targeting on the wrong site
abilities – Requires significant
investment
– Non-guaranteed
inventory

12. Banner Ad Network Ordering Example
Liberal Blog
Advertising Network
http://web.blogads.com

13. Individual Site Placements
• Advantages • Disadvantages
– Target specific content – Exclusively sold on a cost
and placements per mille basis
– Guaranteed inventory – Generally more
– Control your share of expensive
voice (SOV) – Generally lower
– Allows for advanced response rates
targeting: ad – Varying minimum buy
sequencing, frequency requirements
capping, etc. – Requires contracting
directly with each
publisher
– No longer self-serve

14. Site Example

15. Getting Started
1. Create a Plan
2. Identify the Platforms & Targets
3. Set a Budget
4. Write/Design the Ads
5. Track & Optimize

16. 1. Create a Plan
• What are your goals? Who’s your audience?
• What do you want to communicate? What’s your
message?
• What’s your ultimate objective? How will you know if you’re
successful?
• Create a calendar and incorporate/identify
– All ad buys/advertising
– Messaging campaigns (volunteering, fundraising, email
blasts)
– Important dates and key milestones

17. 2. Identify the Platforms & Targets
• Platforms
– Google Adwords
– Facebook Ads
– MySpace Ads
• Targets
– Location
– Demographics
– Keywords
– Specific dates

18. 3. Create a Budget
• How much money do you have to spend?
• What’s the timeline for your campaign?
• Do you want to allocate more money around your
important dates?
• How much are you going to spend on each
advertising platform?

19. 4. Write/Design the Ads
• Include a clear call to action
(one “ask”)
• Keep it simple
• Create “daisy chain”
• For text ads: use the keyword in
the headline if possible
• For graphic ads: stay consistent
with your style (brand)

20. 5. Track & Optimize
• Monitor your initiatives and
track the progress against
your goals
• Use an analytics tool or Excel
spreadsheet
• Change graphics, landing
pages, keywords,
demographics, or the ad
buy as needed

21. 5. Track & Optimize
• Don’t be afraid to try new things
• Some metrics to track:
– Impression rate
– Click-through rate (CTR)
– Interaction rate or Dwell rate
• Spending time on an ad, including: mouse-
overs, user-initiated video, and other user-
initiated interaction

22. Contact Info
New Organizing Institute
(202) 558-5585
info@neworganizing.com
www.neworganizing.com
www.twitter.com/neworganizing