webAssist Online Advertising Seminar


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webAssist Online Advertising Seminar

  1. 2. Online and Social Media Advertising Positioning
  2. 3. Today's Seminar 1. Why use online advertising? 2. Why use social media? 3. Intro to social media networks 4. Classic Advertising 5. Online Advertising 6. How to advertise online effectively 7. How to create a Google Ad 8. How to create a Facebook Ad 9. Best practice examples 10. Where to go from here
  3. 4. During the Seminar... Take notes but don't just copy slides, we'll give you those after. Ask questions. Interrupt if you need to. We can learn from each other. Initial questions?
  4. 5. So... Why advertise online or on social media?
  5. 6. So... Why use Social Media?
  6. 7. So... Why use Social Media?
  7. 8. So... Why use Social Media? 34% of Canadian businesses have won new business through social media networks (the global average was 40%) 28% of Canadian businesses have set aside a dedicated marketing budget to social media 60% of medium-sized Canadian companies and 34% of small companies won new customers through social media
  8. 9. So... Why use Social Media? 53% of respondents stated that “keeping in touch with business contacts ” was the primary reason they use Social Media 51% said that they used it to organize, connect to and manage customer groups 94% say that brand building is currently the primary purpose for business social media usage
  9. 10. Canadians are using Social Media <ul><ul><li>83% of Canadian Internet users have an account on Facebook </li></ul></ul><ul><ul><li>22% of Canadians over 60 use social networks </li></ul></ul><ul><ul><li>73% of Canadians under 30 use social networks </li></ul></ul>
  10. 11. Consider... Should YOU be on Social Networks? In London alone, on Facebook , there are: 343,680 people * who live within 10 miles of London, ON * age 18 and older Can you accurately calculate how many people see your current marketing and ads?
  11. 12. The biggest social networks...
  12. 13. The biggest social networks... The largest social network in the world at 700 million users. <ul><ul><li>Brand Pages </li></ul></ul><ul><ul><li>Custom Pages </li></ul></ul><ul><ul><li>Targeted Advertising </li></ul></ul>
  13. 14. Why? 1. Hosted Photos/Content 2. Contests 3. Direct Ads 4. Stationary, more website-like 5. Gives people a place to link back to 6. Lets people 'share' what they do The biggest social networks...
  14. 15. Instant, real time messages that can be seen by anyone who “follows” you. 140 Character Limit. 130 Million Users. . . The biggest social networks...
  15. 16. Why? 1. Direct conversations 2. Allows you to search out new clients 3. Real-time = spending time 4. Allows you to 'watch' competitors and market. The biggest social networks...
  16. 17. LinkedIn Why? 1. Corporate presence 2. In-depth discussions in Groups 3. Advertising for B2B The biggest social networks...
  17. 18. Everything Else (Foursquare, Gowalla, Places, Quora) Why? 1. Online and Local Presence 2. Marketing Dispersion 3. Brand Awareness The biggest social networks...
  18. 19. The difference: Classic Advertising
  19. 20. The difference: Classic Advertising <ul><li>Classical Types of Advertising </li></ul><ul><li>Radio </li></ul><ul><li>TV </li></ul><ul><li>Print (newspaper, </li></ul><ul><li>magazine, flyer) </li></ul><ul><li>Bus/Transit </li></ul><ul><li>Billboards </li></ul>
  20. 21. The difference: Classic Advertising <ul><li>Reasons to use Classical Advertising </li></ul><ul><li>Gives something tangible (physical) </li></ul><ul><li>Can be locally targeted </li></ul><ul><li>Hits a broad audience in one swoop </li></ul>
  21. 22. The difference: Classic Advertising <ul><li>Reasons NOT to use Classical Advertising </li></ul><ul><li>Print ads can be ignored/trashed (environmentally unfriendly) </li></ul><ul><li>Need to advertise from multiple locations </li></ul><ul><li>if you want to hit multiple areas </li></ul><ul><li>Your target market isn't every pair of eyes </li></ul>
  22. 23. The difference: Classic Advertising YellowPages: Only 24% of respondents said “Yes” to the question, “Are yellow page phone books still relevant?”
  23. 24. The difference: Classic Advertising YellowPages: Only about 10% of business owners use yellow page phone books more than once per month.
  24. 25. The difference: Classic Advertising YellowPages: 90% of business owners believe that less then 25% of their costumers find them through the yellow pages.
  25. 26. The difference: Classic Advertising YellowPages: Only 11% plan to use it in the future
  26. 27. The difference: Classic Advertising Google: One in every five searches on Google has a local intent.
  27. 28. How do YOU find new products or companies? 58 percent of people do online research before purchasing a particular product
  28. 29. The difference: Online Advertising
  29. 30. The difference: Online Advertising <ul><li>Online Advertising Vehicles: </li></ul><ul><li>Facebook Ads </li></ul><ul><li>Google Ads </li></ul><ul><li>Foursquare Specials </li></ul>
  30. 31. The difference: Online Advertising <ul><li>Benefits: </li></ul><ul><li>Custom targeting </li></ul><ul><li>Trackable (views, clicks) </li></ul><ul><li>Cost effective </li></ul><ul><li>Instant feedback </li></ul><ul><li>Instant changes </li></ul>
  31. 32. The difference: Online Advertising Custom Targeting Facebook: by age, gender, location, likes Google: by search terms Foursquare: by location
  32. 33. The difference: Online Advertising Tracking Ability to see sources -Which ad platform works the best See how people go through the site
  33. 34. The difference: Online Advertising
  34. 35. The difference: Online Advertising Cost Effective Only pay per click 1,000,000 impressions --> 34 clicks =paying for 34 clicks Set a daily budget
  35. 36. The difference: Online Advertising Instant Feedback/Changes No waiting for publishing times No year-long ads
  36. 37. How do... Online Ads Work Effectively
  37. 38. How do... Online Ads Work Effectively Google
  38. 39. How do... Online Ads Work Effectively Google
  39. 40. How do... Online Ads Work Effectively Facebook
  40. 41. How do... Online Ads Work Effectively FourSquare
  41. 42. How do... Online Ads Work Effectively Ad Text Use emotional words: 'help, cause, life, money, family' 'new, important, you, love' Use action words: 'click here, time, now, get, free'
  42. 43. How do... Online Ads Work Effectively Images Use images that are easy to recognize Use images that trigger an emotion Use images with people
  43. 44. How do... Online Ads Work Effectively Click vs No Click Less tracking, better for budget Branding is key
  44. 45. How to... Create a Google Ad
  45. 46. How to... Create a Google Ad Key Points: Website: google.com/adwords Sign in with gmail or create account Click “Reporting and Tools” then “Keyword Tool” to find relevant keywords. Click “Campaigns, then below the blank graph “ + New Campaign” to start an ad. Note: Reports are the button with a downward arrow and 1/2 box.
  46. 47. Group Task: Create a Google Ad for your company. Details: 25 characters for the title 35 characters for the ad text x 2 lines Bonus: List 10 key search terms to use
  47. 48. How to... Create a Facebook Ad
  48. 49. How to... Create a Facebook Ad Key Points Website: facebook.com/ads Sign in, then 'Create Ad' (or if ads are created, click 'manage existing ads') Be sure to uncheck 'Run Ad Continuously' to set dates. To see current clicks/impressions, go to 'manage existing ads' then click on the campaign title.
  49. 50. How... Companies are using ads
  50. 51. How... Companies are using ads Martell Home Builders Home builder from Moncton, NB (pop. 60,000)
  51. 57. How... Companies are using ads Local Companies
  52. 58. Google Search: 'London Ontario Real Estate'
  53. 59. Facebook
  54. 60. Where ... To go from here
  55. 61. Where ... To go from here Research Search your industry's keywords on Google (make a list of common words) Load a Facebook page and refresh multiple times
  56. 62. Where ... To go from here Avoid False Promises
  57. 63. Where ... To go from here External vs Internal Management Professional research and knowledge of key words and demographics Cost effective at start up Ability to alter ads based on analytics
  58. 64. Where ... To go from here Budgeting Compare to other marketing streams: billboards, newspaper. What is a visit to your website worth to you? Daily budgets can be changed at any time.
  59. 65. Where ... To go from here Create an Ad! <ul><li>Ads are free to make. </li></ul><ul><li>Cost only comes per click. </li></ul><ul><li>Create multiple ads to see what works. </li></ul>