Understanding Online Ads and Marketing 9/21/2012

9/21/2012

Collin Condray 17 years experience in web

development/programming Retail data analysis for multi-

billion dollar companies (3M and Tyson)

Social media and digital advertising marketing Agency experience with

Collective Bias and Saatchi X Local speaker at University of

Arkansas, JBU, & Webster University

Director of Technology/Co-Owner Blue Zoo Creative

Overview How they work

Strategy/Tactics

Best practices

Metrics

Introductions

4

Who do you work for?

What do you do?

What is your experience with digital advertising?

What do you hope to get out of today’s session?

Volunteer?

Some Ad Terms Impression

Click

Some Ad Terms Click Through Rate (CTR)

Cost Per 1000 Impressions (CPM)

Cost Per Click (CPC)

Keywords with the highest costs per click

Source: SpyFu.com

Ad Term Importance Click Through Rate (CTR)

Measure of how much interactivity there is with the ad

Good for driving traffic

Pay Per Click (PPC) =

Cost Per Click (CPC)

Ad Term Importance Cost Per 1000 Impressions (CPM)

Pay Per Impression (PPI)

Good for spreading the word and raising awareness

Other Terms Equivalent CPM (eCPM)

Useful for comparing performance between campaigns

Comparison items have different pricing

eCPM = (Total Earnings / Impressions ) x 1000

Ads increase likelihood of online actions

Ads increase likelihood of online actions

Online Ads - Strategy Are you trying to:

Drive sales of a product?

Generate leads for a service?

Send traffic to your site to monetize through ad clicks?

Increase awareness and buzz around your brand?

Online Ads - ROI Sales, leads, and traffic are

easier to tie back into profit

Some integrated tools to help estimate ROI

Buzz is more nebulous but still important

Online Ads - Tactical Increase brand awareness -

General ad

Advertise a specific product - Link directly to the page to buy this product

Promote a special event- Facebook or Eventbrite event

Online Ads - Tactical Target a specific audience-

send a different message to this segment vs. your total customer base

Support current initiative-Create a special landing page with a this months special or coupon

Online Ads - Tactical Advertise a seasonal product

like air conditioning, heating, sport seasons, or holidays.

Promote your blog or Facebook fan page to gain new followers.

Not All Industries Are Equal

Facebook Ads Ads showing up in the

side bar of almost all pages on Facebook

Facebook Ads - Pros 1 billion users

Inexpensive

Targeted based on profile users provide

Working to make ads visible on mobile

Facebook Ads - Cons Only shows up on Facebook

Low CTR

Facebook Ad Anatomy Title/Link

Image

Body

Like

Facebook Ads - Title Title

25 characters Defaults to Page title Can choose whatever you like Descriptive of promotional text is

better than just your business names

Link Website specifically designed for

Facebook visitors. Directly beneath the Destination

URL is a link to “advertise something I have on Facebook”

Facebook Ads – Design Ads

Body Text

90 characters

Short advertisement

More characters than Google AdWords

Shorter text can prove more effective.

Facebook Ads – Design Ads Image

100 px wide by 72 px high

One of the largest impacts on the ad

Need something to stand out

Logo not necessarily a good choice

Facebook Ads – Design Ads Try to include using people,

something creative, or images that just “pop” when your eye crosses over them.

Picture is small. Try iStockPhoto.com for quality photos if you don’t have your own.

Facebook Ads –Target Audience Location

Demographic

Connections– Friends/Non-Friends of fan page

Likes

Facebook Ads – Campaigns, Pricing and Scheduling

Campaign name

Daily budget

Schedule and length

Best Practices Get to the point

Know when to fold ‘em. Know when to change ‘em.

Use a cute animal as your image

Facebook Ads - Testing A/B Testing

Title

Image

Body

Facebook Ads - Analyze Facebook Insights

summarize results

Impressions

Clicks

CTR

PPC

Total spent

Demographics

Extreme Targeting Create a Facebook Ad targeting those:

Who live in the United States Who live within 25 miles of Austin, TX Who are between the ages of 25 and 55 Who like advertising, advertising manager,

branding, ceo, community building, corporate recruiter, director marketing, director sales marketing, founder ceo, human resources, marketing coordinator, marketing director, marketing executive, vice president marketing, etc.

Who graduated from college

Cost: less than $5 day. Only need to run it for a few days

Success How did the results tie

back into your strategy

Did web traffic increase?

Sales increase?

Did visitors to take a specific action such as signing up to your newsletter, attending an event, or becoming fans/followers?

Facebook Ads Walkthrough http://facebook.com/ads

Google AdWords - Search Show up in search results

Sponsored links on top

Up to 5 ads in the side bar

Google AdWords – Content Network

Code provided by Google inserted into websites

Google shares the revenue with the site owner

Ads displayed are in context with the content of the site

Google AdWords - Other Image ads

Rich Media

YouTube video ads

Phone/Tablet specific

Google AdWords - Pros Pros

Higher CTR than Facebook

Shows up anywhere on the web where people have added AdWords

Targeted to keywords. Contextual to the sites it shows up on.

Can display on YouTube

Keyword based

Google AdWords - Cons Targeting is fuzzier

Higher complexity to set up

Google AdWords Get a Google account

Also gets you access to lots of other services (Gmail, Docs, Web Analytics etc.)

Keyword Based Simple

Keyword1

Broad based

Keyword1 and Keyword2

Negative keywords

Keyword1 but not Keyword2

Keyword Lists List keywords for each

campaign

Divide them into ad groups

Getting Organized Account

Campaign

Ad Group

Google AdWords Anatomy Headline (25 characters)

Description 1 and 2 (35 characters)

Display URL (35 characters)

Destination URL (hidden)

Facebook vs. Google Ads

Other Targeting Factors Language

Demographics

Ad Extensions Location

Product

Sitelinks

Call a phone number

Ad Writing Tips Include prices, special offers,

and unique selling points

Use a strong call to action (Buy, Purchase, Call today, Order, Browse, Sign up, Get a quote)

Go to the most relevant page on your site.

Keyword Do’s and Don’ts

Google AdWords - Testing A/B Testing

Title

Body

Targeting Ads Think like your customers

Use the Google Keyword tools for related keywords

Include keywords in ad text

Use negative keywords

Check your site’s web analytics

Review Performance Review performance after a

reasonable amount of time.

After your ads have been running on these websites for a period of time you will be able to use these metrics to see which are the best performing sites for you.

Check network performance and focus on most efficient

Review Performance On the content network the most

important statistic to look at is the clickthrough rate (CTR).

CTR on the content network will typically be lower than for search.

You can then look at the possibility of individually managing your cost-per-click (CPC) for the top sites and focus more budget on them.

Review Performance Check notification and

account alerts on the home page

Go to the “Campaigns” tab and set the time range

Review your keyword performance.

Review Performance Review your ads

performance

Refine your keywords and ads

Finally, test new keywords and ads for your campaigns

Success How did the results tie

back into your strategy

Did web traffic increase?

Sales increase?

Did visitors to take a specific action such as signing up to your newsletter or becoming fans/followers?

Google AdWords Specific Metrics Average Position out of 11 ads

First Page Bids-Are you spending enough to get your ads on the front page

Quality Score-Google rewards relevant, quality advertising with a higher position on the search page and lower costs, so making sure your ads are high quality is really important.

Extras Google Analytics

Conversion Tracking

Google AdWords Walkthrough https://adwords.google.com

BlueZooCreative.com

[email protected]

Twitter.com/ccondray

9/21/2012