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Online Advertising with Adwords and Facebook

Online Advertising with Adwords and Facebook. Dan Belhassen greatBIGnews.com Modern Earth Inc. About your presenter. Dan Belhassen Founder and President of Modern Earth Inc., an Internet technology company

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Online Advertising with Adwords and Facebook

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  1. Online Advertising with Adwords and Facebook Dan Belhassen greatBIGnews.com Modern Earth Inc.

  2. About your presenter • Dan Belhassen • Founder and President of Modern Earth Inc., an Internet technology company • Website creators, online software developers, search engine consultants, elearning specialists, mobile developers, new media marketing specialists • Find me in my booth if you want to follow up • Presentation available at http://modernearth.net/lern2012

  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 • 900 million 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/lern2012

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