smAlbany 2013 clickit

How much do you know about online advertising?
(Let's find out.)
smAlbany 2013

Online Advertising Trends
- Online ad spending will increase by 14 percent in 2013 to
$102 billion
- 63 percent of marketers say they will significantly increase
their online ad budgets in 2013
- 42 percent of advertisers want verification that they
are reaching their intended audiences
Clickit Digital
smAlbany 2013

Why Advertise Online?
• Expanded reach
• Advanced audience targeting
• Measurable results
Clickit Digital
smAlbany 2013

How do you get the best results
from your online advertising:
- What is the best way to advertise online?
- How do you know where to start to plan
and implement a successful ad campaign?
Clickit Digital
smAlbany 2013

Audience Intent
Who here today:
Purchased from a phone book or a newspaper ad?
Looked up a product review online before purchasing
Comparison shopped on your phone in a store?
Saw an online ad after leaving a website
Used more than one device in the past week?
Clickit Digital
smAlbany 2013
Who is your audience? How do they use the web?
45% of all consumers use
smartphones for in-store
product research and
browsing
85% of all consumers
search for local businesses
online

Customer Purchase Path
- Consumer behavior is changing constantly.
- Purchase paths have gotten complex, with
consumers
hopping between cell phones, laptops and tablets
before
even making their purchase.
- The landscape of online advertising has become
expansive and complex.
Clickit Digital
smAlbany 2013

Steps to a successful online ad campaign
• Identify your goals
• Create your campaign.
• Monitor and adjust as needed
• Analyze and understand results
Clickit Digital
smAlbany 2013

Step 1
Identify
Your
Goals
Clickit Digital
smAlbany 2013

1) Which statement is not true about setting your campaign goals?
a) The more you spend, the better results you will have
b) You can have multiple goals for one campaign
c) Goals can be tracked many different ways
d) You should have a clear understanding of your current marketing performance
Clickit Digital
smAlbany 2013

2) Realistic campaign goals for an online campaign would be:
a) Reaching a completely new audience for your product
b) Getting online sign ups for an event
c) Getting more phone calls instead of clicks to your website
d) Building local awareness of your product or service
e) All of the above
Clickit Digital
smAlbany 2013

3) When planning your campaign goals, you do not necessarily
have to consider:
a) What your competition is doing
b) How good your landing page is
c) The local websites your target audience visits
d) Whether you already have an established online campaign
Clickit Digital
smAlbany 2013

Step 2
Create
Your
Campaign
Clickit Digital
smAlbany 2013

4) To develop a successful online strategy, you should always:
a) Plan on spending the majority of your budget on search advertising,
which is the most results-driven channel
b) Most often combine search and display for a strong cross-channel blend
c) Utilize at least 3 or more online channels to reach ALL of your prospects
d) Give yourself 2-3 weeks for campaign set up
Clickit Digital
smAlbany 2013

How do you know which channels to advertise in?
5) Match each channel with what it works best for:
1) Search advertising a) Brand building campaigns
2) Display advertising b) Drive customers to your retail location
3) Video advertising c) Most performance-based
4) Facebook advertising d) Brand building. High volume with lowest CPM’s
5) Mobile advertising e) Maximum user engagement. Many formats
Clickit Digital
smAlbany 2013

6) What is the second largest search engine in the world?
a) Google
b) Bing
c) YouTube
d) Yahoo!
Clickit Digital
smAlbany 2013

7) Which pricing model works generally best for which type of campaign?
1) Online retail search campaign a) CPM
2) Brand awareness display campaign b) CPA
3) Video advertising campaign c) CPC
4) Mobile click to call campaign d) CPV
Clickit Digital
smAlbany 2013

7) Which pricing model works generally best for which type of campaign?
1) Online retail search campaign a) CPM (cost per thousand)
2) Brand awareness display campaign b) CPA (cost per acquisition)
3) Video advertising campaign c) CPC (cost per click)
4) Mobile click to call campaign d) CPV (cost per view)
Clickit Digital
smAlbany 2013

Retargeting / Remarketing
The action of showing your ad to people who have been to your website and left
without making a conversion, such as purchasing a product, signing up for an
event, downloading a coupon, filling out a form, etc.
Clickit Digital
smAlbany 2013

6) Which channel(s) can utilize retargeting or remarketing lists?
a) Facebook advertising
b) Email marketing
c) Display advertising
d) Search advertising
e) All of the above
Clickit Digital
smAlbany 2013

Retargeting / Remarketing
- Insert a snippet of code into your website or email template pages
- When the view hits that code by clicking thru to that page, or opens
that email
they are placed on a special "list" and become eligible to see your
ads either
on other websites or in Facebook
- The ads remind them of how awesome your product is
- People are much more likely to return to your website and make the
purchase
Clickit Digital
smAlbany 2013

Step 3
Monitor & Optimize
Performance
Clickit Digital
smAlbany 2013

9) In which of these networks is “Quality Score” not a factor?
a) Bing Search
b) Facebook
c) Google Display
d) Google Search
Clickit Digital
smAlbany 2013

10) If a campaign has a low click through rate, what is one of the first actions
that should be taken?
a) Adding more broad match keywords
b) Expanding the keyword list to over 100 keywords and phrases
c) Changing broad match keywords to exact, phrase and modified broad match
keywords.
b) Deleting negative keywords
Clickit Digital
smAlbany 2013

Quality score is a measurement of how relevant your ads, keywords
and landing page are to a person seeing your ad.
Higher Quality Scores lead to lower prices and better ad positions.
Quality score can refer to your campaign as well as to your individual keywords.
As your campaign shows good performance, your quality score goes up.
Clickit Digital
smAlbany 2013

Analyze &
Benchmark
Results
Clickit Digital
smAlbany 2013

Benefits of using Clickit
As more businesses struggled to place online ads effectively,
we realized there was a need for cross-channel online
advertising that could be managed from one place.
Clickit Digital’s core team brings years of traditional and
digital advertising, marketing, media buying and technology
development experience. We manage all the details of your
campaign to insure best results.
Cross-channel Online Advertising Clickit Digital
Simply Put: We target your ads across all online channels
easily and effectively.

Why use Clickit Digital?
• Placing ads across Search Social Media, Display and Mobile
increases your reach, and gets up to 23% better results
than running ads on just one channel
• No more struggling to understand various online ad
platforms and guessing about ROI
• No more managing multiple campaigns and collecting and
aggregating data from multiple locations.
• Our team of experts manages and optimizes your
campaigns across all channels for the best results

Automation meets expertise
Clickit Digital is an online advertising platform that provides a
managed solution for cross-channel online advertising
placement. Our automated platform allows the ability to create
and manage, national and local integrated online campaigns
utilizing banner ads, search ads, social media ads, video and
mobile advertising through one easy to use dashboard - With a
team of experts to handle the details.

What are the different
online channels?
What works best?

The average web user
visits 2,621 websites
per year, yet frequents
less than 25
Display Ads on Major and Local Sites
Display (banner) ads provide excellent visual
branding. Visual appeal makes them the most eye-
catching type. Allows for richer media
Target your audience by Location, Demographic,
Language, Audience interest, Website topic,
Managed placements (choose your websites)

Search Ads
• Text only - no graphics
• Highest click-through rates
• Drives you to the top of page 1 search results
• Strongest click through rates
• Targets by search keywords

Facebook Ads
Facebook ads engage viewers and build likes and increase
your social media score. They can also help support display
and search ads.
You can deliver sponsored ads to friends of friends
promoting your company, and increasing "word of mouth.
Ads are targeted by Location, Demographic (Age/Gender),
Precise or Broad Interest, Connections, Friends or Friends
of Friends
Web users average
7 hours, 45 min
per month on Facebook

Mobile Ads
• Reach people on their primary device• Mobile users
search with intent to purchase
• Many people comparison shop right in the store
• Highly engaged banner ads gaming & social apps
83% of mobile users
say they use their
mobile device to find
a local business.
-
Google
By 2016
mobile searches will
overtake PC searches
for local search

Mobile Click-to-call Ads
Cross-channel Online Display Marketing for SMBs Clickit Digital
• Click-to-call: dials number automatically when clicked •
Great for companies with strong customer service
or that spend time in the field

Pre-Roll & Video Ads
• In-banner video: Top level and local websites •
Strong branding experience
• Pre-roll video: Displayed before YouTube,
video content (Hulu) or news story
• Generally larger budgets and video assets required
Video ads are 8x's
more likely to get clicks
than static banner ads.

Campaign Monitoring & Optimization
Campaign Monitoring
Clickit monitors your campaign to insure that it is running
smoothly across all specified channels. Campaigns are reviewed
daily to insure budgets and networks are delivering properly. All
campaigns receive a detailed monthly analysis and report.
Campaign Optimization
Clickit's team of certified professionals optmizes the pertformance
of your campaign across multiple networks and channels to insure
the best targeting, click through rates and ad delivery.
You can review your campaign anytime and make changes to your campaign
right in your user dashboard.

Clickit provides:
Cross Channel placement across Search, Display, Social Media & Mobile
Customized packages tailored to your business goals
A team of experts that's with you every step of the way
We monitor your campaigns and work with you to get the
best performance for your online budget
Sophisticated targeting to find ideal audience
Geo, demo, audience targeting & keywords
Retargeting
Bring back lost customers
All data & results in one place
Save significant time using our easy cross-channel dashboard
that delivers accurate up-to-date results

Benefits for advertisers
• Lower costs to reach more people
• Target your ideal customer wherever they are online
• Save significant time - its all in one place
• Appear HUGE in your market
• Expert team to help set up campaign and guide you
Cross-channel Online Display Marketing for SMBs Clickit Digital

smAlbany 2013 clickit

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