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Online Advertising

Online Advertising. (Thanks to Andrew Bleeker for some of this great content). What We’ll Cover. Advantages Objectives Glossary Types of Advertising Step-By-Step Guide. Advantages of Online Advertising. Adaptability Accountability Targeting Interactivity Efficiency Rapid Response.

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Online Advertising

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

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

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

  10. Social Networks & Blogs Example

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

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

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

  14. Site Example

  15. Getting Started • Create a Plan • Identify the Platforms & Targets • Set a Budget • Write/Design the Ads • 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

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