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Laser Focused Online Advertising

Laser Focused Online Advertising. Dan Belhassen greatBIGnews.com Modern Earth Inc. Introductions. Modern Earth Inc. an Internet marketing company Dan Belhassen Founder & President Susan Hurrell Director of Marketing. Traditional Online Advertising. Banners Downsides No self service

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Laser Focused Online Advertising

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  1. Laser FocusedOnline Advertising Dan Belhassen greatBIGnews.com Modern Earth Inc.

  2. Introductions Modern Earth Inc. an Internet marketing company Dan Belhassen Founder & President Susan HurrellDirector of Marketing

  3. Traditional Online Advertising • Banners • Downsides • No self service • Typically cost per thousand impressions (CPM) • Not results based • High cost • Visitors started “ignoring” banner ads

  4. Better Advertising

  5. How AdWords is Different • Self service • Market priced (bidding) • Integrated analysis

  6. History of Google Advertising • Engineers created an early version of adwords • Weren’t sure if people would use it • 1st ad within minutes.. • “live mail order lobsters”

  7. History of Google Advertising The rest is history.. $37 billion (10 billion Profit!)

  8. The AdWords Model • Pay per performance • Pay per click (PPC) • Fully “self service” • Setup and manage 24x7 • Results oriented • Intensive reporting

  9. Your 1st Adwords Campaign • Step 1: Create a Google Account • Allows you to access AdWords • Can also be used for other services such as Analytics • Google.com/adwords

  10. Your 1st Adwords Campaign • Step 2: Select Languages • Determine which languages to target • A visitors “home” language

  11. Your 1st Adwords Campaign • Step 3: Select Geography • What cities and states should your ad be displayed in? • You can select multiple city/state combinations • You can also target other countries

  12. Your 1st Adwords Campaign • Step 4: Ad Text • Three lines • Title • First line • Second line

  13. Your 1st Adwords Campaign • Step 5: Select Keywords • Potential keywords from your site presented • Select as many keywords as possible • “Cast a wide net” • Add in other keywords you can think of • Synonyms • Common misspellings

  14. Your 1st Adwords Campaign • Step 6: Set Daily Budget • Maximum spend per day • Does not guarantee full spend • Depends on other factors

  15. Your 1st Adwords Campaign • Step 7: Traffic Estimator (and bids) • Your goal is to spend as little as possible for best results! • How much are you willing to bid per click? • How much are you willing to pay by month? • How much traffic do you want to receive?

  16. Advanced Adwords

  17. Advanced Adwords • We’ve seen a simple example • One ad • One target geography • One target audience • But, a “good” marketing campaign will be more complex

  18. Advanced Adwords • Typically will have multiple of demographics • Interest areas • Geography • Motivation

  19. Advanced Adwords • Interest Areas • What courses are they interested in? • eg: photography, nursing credits, sales training, etc. • Is it business or leisure related? • Maybe they don’t know! • eg: adventure based leisure activity • eg: improving company sales

  20. Advanced Adwords • Solution - Multiple campaigns

  21. Advanced Adwords • Multiple campaigns • Each campaign can have • A daily budget • A set of geographical targets • A series of ad groups • Each ad group can have • Multiple text ads • A list of keywords

  22. Advanced Adwords • Determine geography • Select by country, state and city • Drill down to specific postal codes • Note – large programs or online programs • Set up multiple campaigns to target different courses in different geographies

  23. Advanced Adwords • Example campaign set up

  24. Advanced Adwords • Separate into interest groups

  25. Advanced Adwords • Identify courses (business)

  26. Advanced Adwords • For each course, identify keywords • Identify as many keywords as possible (misspellings!)

  27. Advanced Adwords • For each ad group (course), create three ads • Try to use keywords in ad • Ads should appeal to different viewpoints/demographics Marketing for Dummies 5 week course Great results! Small Business Marketing Techniques exposed! 5 weeks to more profit! Beat the recession! 5 week course reveals secrets for your business

  28. Advanced Adwords • That’s a whole lot of ads! • Right! You would end up with lots of ads • BUT – each week you would find the worst performing ad and replace it with a newly worded ad • Keep evolving the ads to increase your conversion rate

  29. Even more advanced… • Google content network • Allows your ads to be promoted on thousands of websites • You can target which websites your ads show up on

  30. Even more advanced… • Google content network • Different types of ads • Image ads • Local business ads • Mobile ads • Click to play video ads

  31. Facebook Advertising

  32. The Myth: Facebook is only used by kids.

  33. The Reality: • 30% of users are 35+

  34. Nearly ubiquitous • 1.2 Billion active users • 50% log in daily • 130 “friends” per user • 57% female / 43% male Global friends.. visualized

  35. Not everyone likes Facebook Love it, Hate it.. Can’t ignore it.

  36. http://facebook.com/advertising

  37. Sample Facebook Ad • Title / link • Image • Ad copy (text)

  38. Designing an effective ad Facebook ad setup • http://facebook.com/advertising • Destination (URL or page) • Target geography • Demographics (age, gender) • Likes & interests • Relationship status, languages, education

  39. Designing an effective ad Facebook ad setup • Schedule • Pricing (CPM vs CPC) • Bid

  40. Designing an effective ad Experiment with ad text!

  41. Designing an effective ad Experiment with ad text! Ad text for a flower shop • Target market: men to women • Target ad to men aged 30+

  42. Designing an effective ad Experiment with ad text! Ad text for a flower shop • Target market: women to men • Target ad to women aged 18-40

  43. Designing an effective ad • Key difference between Facebook and Search Advertising • Facebook users AREN’T SEARCHING! • Don’t expect high click through rates • You need to capture their attention

  44. Example ads • From an online case study • Which ad got more clicks?

  45. Example ads • From an online case study 16 clicks 183 clicks • Ad testing is critical! • But… which one got the best conversion?

  46. Tracking results • The power of online advertising is the ability to accurately track results • Don’t bother advertising if you’re not going to spend time measuring • Use Facebook & Google Analytics to track results • Home > Ads & Pages > Insights • http://google.com/analytics

  47. In summary • Facebook advertising can be • Highly targeted • Inexpensive • Easy to setup and use • Don’t forget to “evolve” your ads • Measure your results

  48. Any questions? Thank you! greatBIGnews.com modernearth.net Presentation available at http://modernearth.net/lern2013

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