Exploring different online advertising mediums including Google AdWords and Facebook Ads. How to begin your strategic plan and troubleshoot common challenges.

1. Online Advertising

2. Must Have Answers.

3. What’s On Tap
 Define online advertising
 Why advertise online?
 Who should not advertise Online?
 What to expect
 Defining your why
 Leveraging your marketing assets
 Market Review
 Strategic Plan
 Facebook vs. Google
 Tracking
 Tweaking
 Growing

4. T H I S I S S U P E R C O O L
I T ’ S N O T T H E O N L Y W A Y
I ’ M N O T S A Y I N G I T ’ S R I G H T F O R Y O U
I ’ M J U S T S A Y I N G I T ’ S S U P E R C O O L
Disclaimer

5. Online Advertising Definition
 Online advertising, also called Internet advertising, uses
the Internet to deliver marketing messages to consumers.
 It includes
____________, __________________, ___________
______, many types of ______________
(including ________ advertising), and _____________.
email marketing search engine marketing
social media marketing display advertising
mobile advertisingweb banner
Source: Wikipedia.org

6. Social Media Definition
 Forms of electronic communication through which users
create online communities to share
information, ideas, personal messages, and other content
 Types of social media include:
 ____________________________________
 __________________________________
 _____________________
 _______________________
Source: Merriam-Webster.com
Social Networks (Facebook, LinkedIn, Twitter)
Media Sharing (YouTube, Instagram, Flickr)
Blogs (WordPress, Blogger)
Blog Comments and Forums

7. Online Advertising is Growing Rapidly
 In 2011, Internet advertising revenues in the United States
surpassed those of cable television and nearly exceeded those
of broadcast television.
 In ____, Internet advertising revenues in the United States
totaled $36.57 billion, a ___________ over the $31.74
billion in revenues in ____.
Source: Wikipedia.org
2012
15.2% increase
2011

9. is from Advertising
85%
Of Facebook’s Q1’13
Revenue

10. Build a bridge to your customers.
Why Advertise Online?
Your
Audience
Closed
Business
Facebook
Email &
Direct Mail
Blog &
Website
Print
Advertising
Other possible digital components of your marketing bridge:
Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords

11. Don’t just build a bridge, cast a net.
Why Advertise Online?
Your
Audience
Closed
Business
WEBSITE
Blog
Email
& Direct
Mail
Facebook
Print
Advertising

12. Who should
not do it?
If you don’t have
a website

13. Who should
not do it?
If you don’t have
a website
If you don’t have
a plan

14. Who should
not do it?
If you don’t have
a website
If you don’t have
a plan
If you don’t plan
on tracking

15. Who should
not do it?
If you don’t have
a website
If you don’t have
a plan
If you don’t plan
on tracking
If you’re looking
for a miracle

16. What to expect
 It ________ to really make an impact on your sales
pipeline (just like all other marketing activities)
 It _________, at the very least time and your time
is worth money
 A ___________, it’s not as straight forward as they
want you to believe it is
 It is ______________ so it can be modified for
better results
 To _________________
 Save you ____ and make you _____ in the ______
takes time
costs money
learning curve
incredibly trackable
know when it’s working
time money long run

17. Transition
from Sales
Funnel to
Hour Glass
A cultural sales shift
from hunting to farming.

18. B U I L D I N G Y O U R P L A N
Getting Started with
Online Advertising

19. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

20. Outcomes of a successful campaign.
Exposure &
Branding
Lead
Generation
Promotions
Rise in SEO
Building
Relationships
Building
Credibility
Increase
Growth
Defining Your Why.

21. Good Goals Examples
 Reach a new demographic by advertising our unbiased resources
geared towards young couples buying their first home so they will
feel empowered, comfortable and supported throughout the home
buying process. Building a relationship with our viewers so they
will be more likely to work with us when they’re ready to buy.
 Advertising to drive traffic to our website for our online service
estimator to gather lead information and prequalify leads by
enabling the sales staff to spend their time working with businesses
that they can impact the most.
+
+

22. Poor Goals Example
 Increase traffic to my
website
 Increase Facebook fans
 Keeping up with the
Jones’
These are poor goals
because they:
• Are only outcomes of
advertising activities
• Lack action plans
• Do not share a purpose
• Are advertiser centered
-
-
-

23. What is your online advertising goal?

24. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

25. Leverage
Your
Marketing
Assets
Anything your company
has that can be utilized
to create reach.
Reach can be:
• Bought
• Borrowed
• Built
Client & Non-Client Contacts
• Email List
• Mailing Address List
• Facebook Friends/Fans
• Twitter Followers
• Blog Followers
• Email Subscribers
Capital
• Services for Trade
• Funds to Invest
Staff
• Sales
• Designers
• Writers
• Delivery Truck Drivers
• Interns
• Kids
Ready Made Marketing
Materials
• Previously Designed Ads
• Testimonials
• Portfolio Photos
• Ad Specialty Items
Sphere of Influence
• Strategic Alliances
• BNI Chapter
• Rotary Group
• Neighborhood Association
• Church
• Gym
• Country Club
Location
• Shared Building Space
• Signage
• Window/Display Space
• Sidewalks
Equipment
• Printer
• Company Cars
• CRM
• Smart Phones
Processes
• Checkout
• Sales

26. What are your marketing assets?

27. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

28. Market Review
Interests
Income
Gender
Education
Level
Communication
Style
Life Style
Age
Location
Relationship
Who are you
speaking to?
What value can you
create that will
help a person at a
specific point in
their life make a
decision to use
your service?

29. Who is your target market?

30. W H E N T R Y I N G T O R E A C H T O E V E R Y O N E Y O U
E N D U P T O U C H I N G T O N O O N E A T A L L
C O N S I D E R C R E A T I N G B U Y E R P E R S O N A S T O
H E L P Y O U S E E Y O U R S E L F I N T H E S H O E S O F
Y O U R T A R G E T M A R K E T
Talk to Someone Special, Not
Everyone in General
SBDC offers services to assess your current clients and their media preferences

31. Facebook
Most used social
platform
Two-thirds of online
adults say they are
Facebook users
More women then men
Young adults

32. Pinterest
Well Educated
Higher Income
Women are 5 times
more likely to be in the
site than men
White
Ages 18-49

33. Twitter
16% of internet users
Doubled since 11/2010
Men and women nearly
equally
Mainly under 50, and
predominately 18-29
More urban-dwellers
than suburban and
rural

34. Google
Avg 67% of the US
search market, 62% in
Missouri
Bing only has 18%,
Yahoo 11%
Source: http://money.cnn.com/
2013/08/20/technology/enterprise/
google-states/index.html
More men than women
Middle class $30,000-
$149,000
Largest user group is
age 25-34
Source: http://www.flowtown.com/
blog/whos-using-google

35. Where is your
target market?

36. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

37. Strategic Plan Components
Message
what
Application
how
Medium
where
Schedule
when
 Then narrow down all of your ideas
 Visit your core values as a company, how can you give back and gain
as a side effect?
 What do your prospects really need to make a buying decision?
DREAM BIG!

38. All marketing content is essentially composed to
achieve the same goal:
To get people to read it.
Message
what

39. Message
what
Direct Sales Approach
Examples
 Promotions/Deals
 Price driven decisions
 Commodities
 Commercials
 Timely
 Sales Persons Enforce
Arguments
 Interrupt
 Good for right now buyers
 Noise, not memorable
 Not building a
relationship
 Not building a promoter
Communicating With and For
Are you promoting or conversing?

40. Message
what
Indirect Sales
Examples
 Testimonials
 Photo Galleries
 Writing
 Newsletters
 Success Stories
 Surveys
Arguments
 Giving prospects what they need
to judge your company
 Listening to them in a controlled
setting
 Could build a promoter if the
sales and post sale process is right
Communicating With and For

41. Message
what
Thought Leader/Industry Expert
Examples
 Written, Photo & Video
Tutorials
 Authoring
 Guides
 White Papers
 Books
 Trend & Comparison
Reports
 FAQ’s
Arguments
 Builds credibility
 Memorable
 Shares company values
 Creates a reason to return
 Fosters relationships with
future buyers
Communicating With and For

42. Which approach are you
most comfortable with?

43. Ad Writing Rules
_________ just have to write about what you do.
___________ to write about topics of value to your audience.
You don’t
You do have

44. Every Ad
Must Have
A _________ with:
1) A clear ________ of
offer
2) A clear _________
3) A _______
landing page
description
call to action
lead form

45. Strategic Plan Components
 Staff
 Equipment
 Client lists
 Processes
 Non-Client
Contacts
 Money/Trade
 Location
How the message will be delivered:
Use your assets to cost effectively deliver your message.
Message
what
Application
how
Medium
where
Schedule
when

46. Application
how
How can you use your assets to build more assets?
Builder vs. Driver

47. Which assets will be most effective to deliver
your message?
What are your building activities?
What are your driving activities?

48. Strategic Plan Components
 Facebook Ads
 Google Adwords
 Email Marketing (Yours or
Others)
 Blog (Yours or Others)
 Social Media
Where your message will be most effectively be distributed:
Message
what
Application
how
Medium
where
Schedule
when

49. Popular DIY Advertising Mediums

50. Post Promotion/Boost Post Ads
 Bumps your post higher than it would
otherwise appear in your audience’s
news feeds.
 Starts at $15.00.
 New in May 2012.
 Increases the likelihood that people
will:
 See your message in their news feed.
 Become aware of your business.
 Respond to your offer or sales
promotion.

51.  Types of ads
 Page post _____ ad
 Page post ___ ad
 Page post ___ ad
 ____ ad
 ______ ad
 Page ___ ad
photo
link
Domain
like
text
Event
Post promotion ads

52. Page post
photo ad
Best used for brand
awareness and
engagement for current
and prospective
customers and getting
people to engage with
your Page or post

53. Page post
link ad
Best used for getting
website conversions
including online sales
and lead generation

54. Page post
text ad
Best to use for brand
awareness for current
and prospective
customers and for
getting people to engage
with your Page or post

55. Event ad
Best used to get people
to join and attend your
event

56. Domain ad
Best used to get people
to join and attend your
event

57. Page like ad
Best used to get people
to like your Page

58. Targeting
 Gender
 Physical Location
 Age
 Precise Interest
 People who have expressed an
interest on their personal
timeline, may be drawn from
their listed
interests, activities, education
and job titles, pages they like, or
groups to which they belong.
 Broad Categories
 A wider audience that shares
similar interest and traits, but
falls into a certain general
category. People who have
included information in their
timelines relevant to that
category.

59. Advanced Targeting
 Custom audiences
 Find members of their offline
audiences who are also on
Facebook using email addresses,
phone numbers, or Facebook
user IDs to make the match,
allowing to reach segments
based on information you
already have about them via
your own, offline databases
 Lookalike audiences
 Find more people who are
similar to those in your custom
audience lists and are likely to
have an interest in your products
Options based on relationship status, language, education and workplace.

60. Fee Structure
 Pay by impressions
 Or pay by clicks
 The user creates a
per day and
campaign lifetime
budget
 Ad quality factors
into cost good CTR
is lower cost
 Advertisers bid on ad space, if your
bid is the highest and your maximum
bid amount is not met you will be
charged the bid amount needed to
outbid the competition
 Ads that have performed better in the
past are giving precedence over those
that performed poorly. Facebook uses
the following equation: CPC bid x
CTR = eCPM

61. _____ AdsSearch
Search ads are placed
____ to or _____
______ Google search
results.
next above
relevant

62. ______Ads
Display ads are placed
on the Google Ads
____________ is a
large group of ______
and other products, like
___________ and
____, who have
partnered with Google
to display Ad Words
ads.
Ad Types Available:
____ & _______
Display
Display Network
websites
email programs
blogs
DisplayText

63. Targeting
 Contextual -
Keyword/Term
 Placement
 Show ads on specific
websites you choose
 Gender
 Physical Location
 Age
 Remarketing
 Interest
 People whose online behaviors show a common
interest, like sports or travel. Web users can
identify their own interests through the Ads
Preferences Manager.
 Topic
 Close cousin to interest categories, based on sites
rather than audience. Pick a topic your ads show
on sites related to the topic. Often more efficient
than choosing them one by one.

64. Fee Structure
 Pay per click
 Price for keywords are
determined by
competition for chosen
word or phrase
 Quality of ad factors into
price per click
Google
Quality
Score
Click
Through
Rate
Landing
Page
Historical
Perform-
ance
Various
Relevancy
Factors
Ad
Relevancy
Keyword
Relevancy

67. Think _________
 Build business based on
referrals
 Reach out to your current
promoters
 Finding more people like
your promoters
 Build awareness for your
brand
 Drive traffic to your
website
 Building a communication
asset
When to use:
Facebook is good for you if you’re looking to:
Promoters

68. Think ________
 Compliment current
marketing efforts
 Make sure prospects find
you online
 Increase traffic to your
website
 Generate leads through
your website
When to use:
Prospects
Google is good for you if you’re looking to:

69. Comparison
 Great for promoters, ok
for prospects
 Costs less but
generates less traffic to
site unless you have a
large group of fans
 Limited format options
 Great for prospects
 Costs much more but
generates more traffic
to the site
 Lots of format options

70. Strategic Plan Components
 Daily
 Weekly
 Monthly
 Bi-Monthly
 Quarterly
 Time of year
 Time of month
 Day of the week
 Time of day
When is the most effective time for you to run ads:
Message
what
Medium
where
Application
how
Schedule
when

71. What time of year, month, or week will
your ads be the most effective?

72. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

73. Biggest Excuse for Not Tracking:
Fear of Failure

74. Use a _______
How to Track
My favorite:
Software

75.  _______ page views
 ______ visit duration
 _____ bounce rate
 _______ pages per visit
 _____ return visitors
Increase
Longer
Lower
Increase
More
Measuring for Engagement
= Good visitor engagement

76. How will you measure the success of your campaign?
o Number of hits to your website
o Low bounce rate
o Number of pages visited
o Amount of time on site
o Number of returning visitors
o Follower head count
o Leads generated
o Lead quality
o Closed business
o Revenue generated
o SEO ranking improvements
Measuring Success
Exposure &
Branding
Lead
Generation
Promotions
Rise in SEO
Building
Relationships
Building
Credibility
Increase
Growth

77. Not Tracking Costs You
More Money
Than Advertising

78. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

79. Focus on what’s working and do more of it!
 Tweak layout for
landing pages
 Tweak call to action
buttons
 Give viewers more of
what they like
 Don’t let pride get in
the way of success
 Keep up with your
competition and
industry trends
 Add more assets to
campaigns and mediums
that work
 If you don’t know what’s
working ask for help
Tweaking

80. When facing challenges
_____
Tweaking
Common Challenges:
Little to no clicks on ad
 Your keywords may to too specific
or technical
 Your offer may not be what
prospects are looking for
 Your budget may be too low
 Your target market may be too
small
 You may have selected a target
market uninterested in your
product
 You may not be delivering your
message in the right medium
go left

81. Tweaking
Common Challenges:
Little to no clicks on ad
High Bounce Rate
 Your offer and your message may
not match
 You may over promise in your
offer and not deliver on your
message
 You may not have a clear
conversion path so people may
not know where to go next
 The landing page may be
confusing or unattractive,
 Your site may not look credible

82. Tweaking
Common Challenges:
Little to no clicks on ad
High Bounce Rate
Not completing lead
form
 Too many questions on lead form
 Inadequate offer description
 Offer too far down the
funnel, offer an alternative option
that requires less commitment
 Consider adding photos of offer
 Form not working properly
 Brighten form button
 Tweak button text to make it
more descriptive of next step
 Poor form placement

83. Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

84. Growing
 Add new mediums as they are built and become
appropriate
 Recycle content throughout additional mediums
 Grow your reach to grow promoters and grow your
business

85. What’s On Tap
 Define online advertising
 Why advertise online?
 Who should not advertise Online?
 What to expect
 Defining your why
 Leveraging your marketing assets
 Market Review
 Strategic Plan
 Facebook vs. Google
 Tracking
 Tweaking
 Growing

86. Must Have Answers.

87. Online Advertising