The document provides tips on advertising online with $50 per week. It discusses focusing ads on directories, display ads, text ads, and search engines. The anatomy of an effective online ad includes an image to grab attention, animation to hold it, a headline offering a solution, and a call to action. Facebook ads allow targeting by location and metrics. Google AdWords places ads on search pages while AdSense puts ads on publisher sites. Proper measurement of ad effectiveness includes sales, inquiries, and click-through rates. Key questions for advertisers are ad size/placement, target audience, expected views, compelling content, landing page experience, and results tracking.

1. How to Advertise
Successfully on
$50 per Week
(Day 3)
Kat Kailey, Kitsap Sun & Bainbridge Islander
Ken Sethney, Marketing Coach/Ad Guy
Mike Cyger, BainbridgeIsland.com & Mag

2. Poll the audience...
What do you hope to get out
of today's session?

3. Today's Agenda
● Yes: directories, display ads, text ads,
search engines, social networks
● No: networking sites (Linkedin, Biznik), SEO,
thought leadership through guest posting on
blogs, webinars, etc.

4. Anatomy of an Effective Online Ad
● Image (grab their attention)
● Animation (hold their attention)
● Headline (offer a solution)
● Call to Action (give 'em a reason to click)
● Identity (maybe)
● Keywords (use them in search ads)

5. If you're searching for information, you don't see a lot of ads.

6. If you're searching for a product, advertisers have a HUGE advantage.

7. Facebook: your new best friends

8. Facebook: highly targeted

9. You choose the people who will see your ad -- who, what, where --
and decide how much you are willing to pay for a click.

10. Facebook gives you solid metrics.

11. Banner Ad: It's "above the fold." Most use animation.

12. Box ads tend to rule the page with animation and placement.

14. AdSense is what publishers use to put Google ads on their websites.
AdWords is what advertisers use to put their ads on Google search pages.

15. Make your ads count.
Always point your ad clicks
to a landing page.
(and make it relevant)

16. Pick the right link...
increase sales and measure ROI.

17. Spreadsheet Overview/Comparison
(Google Spreadsheet)
A unique visitor is a statistic describing a unit of traffic to a website, counting
each visitor only once in the time frame of the report. This statistic is relevant to
site publishers and advertisers as a measure of a site's true audience size,
equivalent to the term "Reach" used in other media.
en.wikipedia.org/wiki/Unique_visitors

19. How to Measure Effectiveness
Measure sales, new customers, requests for information,
phone inquiries, retail store traffic, website traffic, or click-
through rates.
● Google analytics
○ http://www.yoursite.com/?
utm_source=BainbridgeIsland&utm_medium=directo
ry&utm_campaign=2012
○ http://bit.ly/google-builder
● Shopping cart question (how did you find us)
● Printable coupon (with code, per landing page)
● Lead form (contact us)
● Something free (PDF, tip sheet, etc.) requiring
registration

20. Questions you must answer.
1. How big will your ad be... and where?
2. Who will see it?
3. How many will see it?
4. What will make them see it?
5. What will you say?
6. What happens when someone clicks?
7. How will you measure results?

21. Summary/Wrap Up
● Open discussion
Questions or comments?