SlideShare une entreprise Scribd logo
1  sur  61
Télécharger pour lire hors ligne
1/19/2012
Collin Condray
 17 years experience in web
  development/programming
 Retail data analysis for multi-
  billion dollar companies (3M
  and Tyson)
 Social media and digital
  advertising marketing
    Agency experience with
     Collective Bias and Saatchi X
    Local speaker at University of
     Arkansas, JBU, & Webster
     University
    Director of Technology/Co-
     Owner Blue Zoo Creative
Overview
 Strategy/Tactics


 How they work


 Best practices


 Metrics
Some Ad Terms
 Impression


 Click
Some Ad Terms
 Click Through Rate (CTR)


 Cost Per 1000 Impressions
 (CPM)

 Cost Per Click (CPC)
Keywords with the
           highest costs per click




Source: SpyFu.com
Ad Term Importance
 Click Through Rate (CTR)

   Measure of how much
    interactivity there is with the
    ad
   Good for driving traffic


 Pay Per Click (PPC) =
 Cost Per Click (CPC)
Ad Term Importance
 Cost Per 1000 Impressions (CPM)


 Pay Per Impression (PPI)


 Good for spreading the word and raising
 awareness
Other Terms
 Equivalent CPM (eCPM)

   Useful for comparing
                            eCPM =
   performance between      (Total Earnings / Impressions )
   campaigns                x 1000


   Comparison items have
   different pricing
Ads increase likelihood of online
            actions
Ads increase likelihood of online
            actions
Online Ads - Strategy
 Are you trying to:
    Drive sales of a product?
    Generate leads for a
     service?
    Send traffic to your site
     to monetize through ad
     clicks?
    Increase awareness and
     buzz around your brand?
Online Ads - ROI
 Sales, leads, and traffic are
  easier to tie back into profit

 Some integrated tools to
  help estimate ROI

 Buzz is more nebulous but
  still important
Online Ads - Tactical
 Increase brand awareness -
  General ad

 Advertise a specific product -
  Link directly to the page to
  buy this product

 Promote a special event-
  Facebook or Eventbrite event
Online Ads - Tactical
 Target a specific audience-
 send a different message to
 this segment vs. your total
 customer base

 Support current initiative-
 Create a special landing
 page with a this months
 special or coupon
Online Ads - Tactical
 Advertise a seasonal product
 like air conditioning,
 heating, sport seasons, or
 holidays.

 Promote your blog or
 Facebook fan page to gain
 new followers.
Not All Industries Are Equal
Digital Advertising for Small Business January 2012
Facebook Ads
 Ads showing up in the
 side bar of almost all
 pages on Facebook
Facebook Ads - Pros
 800 Million users


 Inexpensive


 Targeted based on profile
 users provide
Facebook Ads - Cons
 Only shows up on Facebook


 Low CTR
Facebook Ad Anatomy
 Title/Link


 Image


 Body


 Like
Facebook Ads - Title
 Title
    Defaults to Page title
    Can choose whatever you like
    Descriptive of promotional text
     is better than just your business
     names

 Link
    Website specifically designed
     for Facebook visitors.
    Directly beneath the
     Destination URL is a link to
     “advertise something I have on
     Facebook”
Facebook Ads – Design Ads
 Body Text
    Short advertisement
    More characters than Google
     AdWords
    Shorter text can prove more
     effective.
Facebook Ads – Design Ads
 Image
    One of the largest impacts
     on the ad

   Need something to stand
    out

   Logo not necessarily a good
    choice
Facebook Ads – Design Ads
 Try to include using people,
  something creative, or
  images that just “pop” when
  your eye crosses over them.

 Picture is small – it is only 110
  x 80 pixels in size. Try
  iStockPhoto.com for quality
  photos if you don’t have your
  own.
Facebook Ads –Target Audience
 Location


 Demographic


 Connections–
 Friends/Non-Friends of
 fan page

 Likes
Facebook Ads – Campaigns, Pricing
         and Scheduling
 Campaign name


 Daily budget


 Schedule and length
Best Practices
 Get to the point


 Know when to fold ‘em.
 Know when to change
 ‘em.

 Use a cute animal as your
 image
Facebook Ads - Testing
 A/B Testing

   Title


   Image


   Body
Facebook Ads - Analyze
 Facebook Insights
 summarize results
   Impressions
   Clicks
   CTR
   PPC
   Total spent
   Demographics
Extreme Targeting
 Create a Facebook Ad targeting those:
    Who live in the United States
    Who live within 25 miles of Austin, TX
    Who are between the ages of 25 and 55
    Who like advertising, advertising manager,
     branding, ceo, community building, corporate
     recruiter, director marketing, director sales
     marketing, founder ceo, human resources,
     marketing coordinator, marketing director,
     marketing executive, vice president marketing, etc.
    Who graduated from college
 Cost: less than $5 day. Only need to run it for a
  few days
Success
 How did the results tie
  back into your strategy
 Did web traffic increase?
 Sales increase?
 Did visitors to take a
  specific action such as
  signing up to your
  newsletter, attending an
  event, or becoming
  fans/followers?
Facebook Ads Walkthrough
 http://facebook.com/ads
Digital Advertising for Small Business January 2012
Google AdWords - Search
 Show up in search results


 Sponsored links on top


 Up to 5 ads in the side bar
Google AdWords – Content
              Network
 Code provided by Google
 inserted into websites

 Google shares the revenue
 with the site owner

 Ads displayed are in
 context with the content
 of the site
Google AdWords - Other
 Image ads


 Rich Media


 YouTube video ads


 Phone/Tablet specific
Google AdWords - Pros
 Pros
    Higher CTR than Facebook
    Shows up anywhere on the
     web where people have
     added AdWords
    Targeted to keywords.
     Contextual to the sites it
     shows up on.
    Can display on YouTube
    Keyword based
Google AdWords - Cons
 Targeting is fuzzier

 Higher complexity to set up
Google AdWords
 Get a Google account


 Also gets you access to lots of
  other services (Gmail, Docs,
  Web Analytics etc.)
Keyword Based
 Simple
    Keyword1


 Broad based
    Keyword1 and Keyword2


 Negative keywords
    Keyword1 but not Keyword2
Keyword Lists
 List keywords for each
 campaign

 Divide them into ad groups
Getting Organized
 Account


 Campaign


 Ad Group
Google AdWords Anatomy
 Headline (25 characters)


 Description 1 and 2 (35
 characters)

 Display URL (35 characters)


 Destination URL (hidden)
Other Targeting Factors
 Language



 Demographics
Ad Extensions
 Location


 Product


 Sitelinks


 Call a phone number
Ad Writing Tips
 Include prices, special offers,
  and unique selling points

 Use a strong call to action
  (Buy, Purchase, Call today,
  Order, Browse, Sign up, Get a
  quote)

 Go to the most relevant page
  on your site.
Keyword Do’s and Don’ts
Google AdWords - Testing
 A/B Testing

   Title


   Body
Targeting Ads
 Think like your customers


 Use the Google Keyword tools
  for related keywords

 Include keywords in ad text


 Use negative keywords


 Check your site’s web analytics
Review Performance
 Review performance after a
  reasonable amount of time.

 After your ads have been
  running on these websites for a
  period of time you will be able
  to use these metrics to see
  which are the best performing
  sites for you.

 Check network performance
  and focus on most efficient
Review Performance
 On the content network the most
  important statistic to look at is the
  clickthrough rate (CTR).

 CTR on the content network will
  typically be lower than for search.

 You can then look at the
  possibility of individually
  managing your cost-per-click
  (CPC) for the top sites and focus
  more budget on them.
Review Performance
 Check notification and
 account alerts on the home
 page

 Go to the “Campaigns” tab
 and set the time range

 Review your keyword
 performance.
Review Performance
 Review your ads
 performance

 Refine your keywords and
 ads

 Finally, test new keywords
 and ads for your campaigns
Success
 How did the results tie
  back into your strategy
 Did web traffic increase?
 Sales increase?
 Did visitors to take a
  specific action such as
  signing up to your
  newsletter or becoming
  fans/followers?
Google AdWords Specific Metrics
 Average Position out of 11 ads

 First Page Bids-Are you
  spending enough to get your
  ads on the front page

 Quality Score-Google rewards
  relevant, quality advertising
  with a higher position on the
  search page and lower costs, so
  making sure your ads are high
  quality is really important.
Extras
 Google Analytics


 Conversion Tracking
Google AdWords Walkthrough
 https://adwords.google.com
Digital Advertising for Small Business January 2012
BlueZooCreative.com
Twitter.com/ccondray
            1/19/2012

Contenu connexe

Tendances

Digital Marketing Overview
Digital Marketing Overview Digital Marketing Overview
Digital Marketing Overview Darshan Torane
 
Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...
Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...
Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...Jaya Kumari
 
Digital Marketing Overview for Marist College
Digital Marketing Overview for Marist CollegeDigital Marketing Overview for Marist College
Digital Marketing Overview for Marist CollegeStephen Lella
 
Best Practices In Digital Marketing and User Experience - 1 of 2
Best Practices In Digital Marketing and User Experience - 1 of 2Best Practices In Digital Marketing and User Experience - 1 of 2
Best Practices In Digital Marketing and User Experience - 1 of 2Pedro Laboy
 
Secrets to Success in Digital Marketing
Secrets to Success in Digital MarketingSecrets to Success in Digital Marketing
Secrets to Success in Digital MarketingKristi DePaul
 
Native Ads: Ad Content in Context
Native Ads: Ad Content in ContextNative Ads: Ad Content in Context
Native Ads: Ad Content in ContextMichael Wörmann
 
Marin Software Keynote - DDM Alliance Summit Marketing on Facebook
Marin Software Keynote - DDM Alliance Summit Marketing on FacebookMarin Software Keynote - DDM Alliance Summit Marketing on Facebook
Marin Software Keynote - DDM Alliance Summit Marketing on FacebookDDM Alliance
 
Software Product & Brand Planning; + Online Marketing
Software Product & Brand Planning; + Online MarketingSoftware Product & Brand Planning; + Online Marketing
Software Product & Brand Planning; + Online MarketingJake Aull
 
Digital Marketing: An Introduction
Digital Marketing: An IntroductionDigital Marketing: An Introduction
Digital Marketing: An IntroductionAnfernee Chansamooth
 
Digital marketing overview fas
Digital marketing overview fasDigital marketing overview fas
Digital marketing overview fasDigital Business
 
Conversion Optimization
Conversion OptimizationConversion Optimization
Conversion OptimizationBlitzMetrics
 
Marketing Conference
Marketing ConferenceMarketing Conference
Marketing ConferenceBlitzMetrics
 
Facebook for Direct Response Marketer
Facebook for Direct Response MarketerFacebook for Direct Response Marketer
Facebook for Direct Response MarketerVin Lim
 
Native vs display advertising
Native vs display advertisingNative vs display advertising
Native vs display advertisingGreedyGame
 
Amex Training 10 08 V3
Amex Training 10 08 V3Amex Training 10 08 V3
Amex Training 10 08 V3guestd38fb8
 

Tendances (20)

Digital Marketing Overview
Digital Marketing Overview Digital Marketing Overview
Digital Marketing Overview
 
Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...
Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...
Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...
 
Search Engine Optimization and Management
Search Engine Optimization and ManagementSearch Engine Optimization and Management
Search Engine Optimization and Management
 
Digital Marketing Overview for Marist College
Digital Marketing Overview for Marist CollegeDigital Marketing Overview for Marist College
Digital Marketing Overview for Marist College
 
Online advertising
Online advertisingOnline advertising
Online advertising
 
Best Practices In Digital Marketing and User Experience - 1 of 2
Best Practices In Digital Marketing and User Experience - 1 of 2Best Practices In Digital Marketing and User Experience - 1 of 2
Best Practices In Digital Marketing and User Experience - 1 of 2
 
Secrets to Success in Digital Marketing
Secrets to Success in Digital MarketingSecrets to Success in Digital Marketing
Secrets to Success in Digital Marketing
 
Native Ads: Ad Content in Context
Native Ads: Ad Content in ContextNative Ads: Ad Content in Context
Native Ads: Ad Content in Context
 
Marin Software Keynote - DDM Alliance Summit Marketing on Facebook
Marin Software Keynote - DDM Alliance Summit Marketing on FacebookMarin Software Keynote - DDM Alliance Summit Marketing on Facebook
Marin Software Keynote - DDM Alliance Summit Marketing on Facebook
 
Software Product & Brand Planning; + Online Marketing
Software Product & Brand Planning; + Online MarketingSoftware Product & Brand Planning; + Online Marketing
Software Product & Brand Planning; + Online Marketing
 
Digital Marketing: An Introduction
Digital Marketing: An IntroductionDigital Marketing: An Introduction
Digital Marketing: An Introduction
 
Digital marketing overview fas
Digital marketing overview fasDigital marketing overview fas
Digital marketing overview fas
 
Conversion Optimization
Conversion OptimizationConversion Optimization
Conversion Optimization
 
Marketing Conference
Marketing ConferenceMarketing Conference
Marketing Conference
 
Social Media Goals
Social Media GoalsSocial Media Goals
Social Media Goals
 
Facebook for Direct Response Marketer
Facebook for Direct Response MarketerFacebook for Direct Response Marketer
Facebook for Direct Response Marketer
 
Native vs display advertising
Native vs display advertisingNative vs display advertising
Native vs display advertising
 
2014 Digital Marketing Fundamentals
2014 Digital Marketing Fundamentals2014 Digital Marketing Fundamentals
2014 Digital Marketing Fundamentals
 
Digital Marketing Basics Workshop Presentation
Digital Marketing Basics Workshop PresentationDigital Marketing Basics Workshop Presentation
Digital Marketing Basics Workshop Presentation
 
Amex Training 10 08 V3
Amex Training 10 08 V3Amex Training 10 08 V3
Amex Training 10 08 V3
 

En vedette

Blue Zoo Creative Web and Social Analytics Seminar, February 2014
Blue Zoo Creative Web and Social Analytics Seminar, February 2014Blue Zoo Creative Web and Social Analytics Seminar, February 2014
Blue Zoo Creative Web and Social Analytics Seminar, February 2014Collin Condray
 
Basic Social Media Strategy for BNI NWA Network Builders
Basic Social Media Strategy for BNI NWA Network BuildersBasic Social Media Strategy for BNI NWA Network Builders
Basic Social Media Strategy for BNI NWA Network BuildersCollin Condray
 
Social Media: New, Fresh Out-of-the-Box Ideas
Social Media:  New, Fresh Out-of-the-Box IdeasSocial Media:  New, Fresh Out-of-the-Box Ideas
Social Media: New, Fresh Out-of-the-Box IdeasCollin Condray
 
WordPress Posting Options
WordPress Posting OptionsWordPress Posting Options
WordPress Posting OptionsCollin Condray
 
April 2013 Social Media Seminar
April 2013 Social Media SeminarApril 2013 Social Media Seminar
April 2013 Social Media SeminarCollin Condray
 

En vedette (6)

Blue Zoo Creative Web and Social Analytics Seminar, February 2014
Blue Zoo Creative Web and Social Analytics Seminar, February 2014Blue Zoo Creative Web and Social Analytics Seminar, February 2014
Blue Zoo Creative Web and Social Analytics Seminar, February 2014
 
Basic Social Media Strategy for BNI NWA Network Builders
Basic Social Media Strategy for BNI NWA Network BuildersBasic Social Media Strategy for BNI NWA Network Builders
Basic Social Media Strategy for BNI NWA Network Builders
 
Social Media: New, Fresh Out-of-the-Box Ideas
Social Media:  New, Fresh Out-of-the-Box IdeasSocial Media:  New, Fresh Out-of-the-Box Ideas
Social Media: New, Fresh Out-of-the-Box Ideas
 
SEO Basics BNI Talk
SEO Basics BNI TalkSEO Basics BNI Talk
SEO Basics BNI Talk
 
WordPress Posting Options
WordPress Posting OptionsWordPress Posting Options
WordPress Posting Options
 
April 2013 Social Media Seminar
April 2013 Social Media SeminarApril 2013 Social Media Seminar
April 2013 Social Media Seminar
 

Similaire à Digital Advertising for Small Business January 2012

Digital Advertising for Small Business
Digital Advertising for Small BusinessDigital Advertising for Small Business
Digital Advertising for Small BusinessCollin Condray
 
Micro Share Web Seminar
Micro Share Web SeminarMicro Share Web Seminar
Micro Share Web Seminarbjschimmel
 
Edu4Sure - Google AdWords / PPC
Edu4Sure - Google AdWords / PPCEdu4Sure - Google AdWords / PPC
Edu4Sure - Google AdWords / PPCEdu4Sure
 
Facebook Advertising Deep Dive Workshop
Facebook Advertising Deep Dive WorkshopFacebook Advertising Deep Dive Workshop
Facebook Advertising Deep Dive WorkshopGrowth Hacking Asia
 
Pay-Per-Click Marketing Principles Part 1
Pay-Per-Click Marketing Principles  Part 1Pay-Per-Click Marketing Principles  Part 1
Pay-Per-Click Marketing Principles Part 1Gold and Silver Online
 
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, emailDigital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, emailabdul halim
 
Edu4Sure - Google Ads Mistakes
Edu4Sure - Google Ads MistakesEdu4Sure - Google Ads Mistakes
Edu4Sure - Google Ads MistakesEdu4Sure
 
SEM Basic | Paid web marketing overview
SEM Basic | Paid web marketing overviewSEM Basic | Paid web marketing overview
SEM Basic | Paid web marketing overviewAmish Keshwani
 
PPC Management
PPC ManagementPPC Management
PPC ManagementGrape5
 
A Brief of Google AdWords Pay Per Click
A Brief of Google AdWords Pay Per ClickA Brief of Google AdWords Pay Per Click
A Brief of Google AdWords Pay Per ClickRanjan Jena
 
2. E Marketing Chorlton09
2. E Marketing Chorlton092. E Marketing Chorlton09
2. E Marketing Chorlton09mdda
 
Audience Growth Bootcamp - Growth solutions
Audience Growth Bootcamp - Growth solutionsAudience Growth Bootcamp - Growth solutions
Audience Growth Bootcamp - Growth solutionsMSFTAdvertising
 
Online advertise marketing
Online advertise marketingOnline advertise marketing
Online advertise marketingTrupti Chaure
 
Microsoft Onboarding Bootcamp - Manchester 26 September 2019
Microsoft Onboarding Bootcamp - Manchester 26 September 2019Microsoft Onboarding Bootcamp - Manchester 26 September 2019
Microsoft Onboarding Bootcamp - Manchester 26 September 2019MSFTAdvertising
 
Overview of Internet Marketing
Overview of Internet MarketingOverview of Internet Marketing
Overview of Internet MarketingAbul Kashem
 
Understanding Adwords - An Ecommerce Perspective
Understanding Adwords - An Ecommerce PerspectiveUnderstanding Adwords - An Ecommerce Perspective
Understanding Adwords - An Ecommerce Perspectivecampone
 
Google Search crash course
Google Search crash courseGoogle Search crash course
Google Search crash courseActa School
 

Similaire à Digital Advertising for Small Business January 2012 (20)

Digital Advertising for Small Business
Digital Advertising for Small BusinessDigital Advertising for Small Business
Digital Advertising for Small Business
 
Micro Share Web Seminar
Micro Share Web SeminarMicro Share Web Seminar
Micro Share Web Seminar
 
Edu4Sure - Google AdWords / PPC
Edu4Sure - Google AdWords / PPCEdu4Sure - Google AdWords / PPC
Edu4Sure - Google AdWords / PPC
 
Facebook Advertising Deep Dive Workshop
Facebook Advertising Deep Dive WorkshopFacebook Advertising Deep Dive Workshop
Facebook Advertising Deep Dive Workshop
 
Pay-Per-Click Marketing Principles Part 1
Pay-Per-Click Marketing Principles  Part 1Pay-Per-Click Marketing Principles  Part 1
Pay-Per-Click Marketing Principles Part 1
 
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, emailDigital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
 
Edu4Sure - Google Ads Mistakes
Edu4Sure - Google Ads MistakesEdu4Sure - Google Ads Mistakes
Edu4Sure - Google Ads Mistakes
 
SEM Basic | Paid web marketing overview
SEM Basic | Paid web marketing overviewSEM Basic | Paid web marketing overview
SEM Basic | Paid web marketing overview
 
What is paid search
What is paid searchWhat is paid search
What is paid search
 
PPC Management
PPC ManagementPPC Management
PPC Management
 
A Brief of Google AdWords Pay Per Click
A Brief of Google AdWords Pay Per ClickA Brief of Google AdWords Pay Per Click
A Brief of Google AdWords Pay Per Click
 
2. E Marketing Chorlton09
2. E Marketing Chorlton092. E Marketing Chorlton09
2. E Marketing Chorlton09
 
Audience Growth Bootcamp - Growth solutions
Audience Growth Bootcamp - Growth solutionsAudience Growth Bootcamp - Growth solutions
Audience Growth Bootcamp - Growth solutions
 
Online advertise marketing
Online advertise marketingOnline advertise marketing
Online advertise marketing
 
The Magic of Copywriting
The Magic of CopywritingThe Magic of Copywriting
The Magic of Copywriting
 
Microsoft Onboarding Bootcamp - Manchester 26 September 2019
Microsoft Onboarding Bootcamp - Manchester 26 September 2019Microsoft Onboarding Bootcamp - Manchester 26 September 2019
Microsoft Onboarding Bootcamp - Manchester 26 September 2019
 
Overview of Internet Marketing
Overview of Internet MarketingOverview of Internet Marketing
Overview of Internet Marketing
 
Ptms Overview
Ptms OverviewPtms Overview
Ptms Overview
 
Understanding Adwords - An Ecommerce Perspective
Understanding Adwords - An Ecommerce PerspectiveUnderstanding Adwords - An Ecommerce Perspective
Understanding Adwords - An Ecommerce Perspective
 
Google Search crash course
Google Search crash courseGoogle Search crash course
Google Search crash course
 

Plus de Collin Condray

WordCamp Fayetteville 2018: Flipping The Switch On A New Website
WordCamp Fayetteville 2018: Flipping The Switch On A New WebsiteWordCamp Fayetteville 2018: Flipping The Switch On A New Website
WordCamp Fayetteville 2018: Flipping The Switch On A New WebsiteCollin Condray
 
Web and Social Media Analytics-June 2016
Web and Social Media Analytics-June 2016Web and Social Media Analytics-June 2016
Web and Social Media Analytics-June 2016Collin Condray
 
Web and Social Media Analytics-October 2015
Web and Social Media Analytics-October 2015 Web and Social Media Analytics-October 2015
Web and Social Media Analytics-October 2015 Collin Condray
 
Social Media Strategy Talk For University Relations
Social Media Strategy Talk For University RelationsSocial Media Strategy Talk For University Relations
Social Media Strategy Talk For University RelationsCollin Condray
 
Web and Social Media Analytics-February 2015
Web and Social Media Analytics-February 2015Web and Social Media Analytics-February 2015
Web and Social Media Analytics-February 2015Collin Condray
 
Blue Zoo Creative Social Media Strategy Seminar, March 2014
Blue Zoo Creative Social Media Strategy Seminar, March 2014Blue Zoo Creative Social Media Strategy Seminar, March 2014
Blue Zoo Creative Social Media Strategy Seminar, March 2014Collin Condray
 
An Introduction to WordPress
An Introduction to WordPressAn Introduction to WordPress
An Introduction to WordPressCollin Condray
 
SEO Basics Seminar Deck
SEO Basics Seminar DeckSEO Basics Seminar Deck
SEO Basics Seminar DeckCollin Condray
 
Location Based Services for NWA Network Builders BNI Group
Location Based Services for NWA Network Builders BNI GroupLocation Based Services for NWA Network Builders BNI Group
Location Based Services for NWA Network Builders BNI GroupCollin Condray
 
Location Based Services at ASBTDC-May 2011
Location Based Services at ASBTDC-May 2011Location Based Services at ASBTDC-May 2011
Location Based Services at ASBTDC-May 2011Collin Condray
 
Landing a Job Using Social Media
Landing a Job Using Social MediaLanding a Job Using Social Media
Landing a Job Using Social MediaCollin Condray
 
BNI Social Media Overview
BNI Social Media OverviewBNI Social Media Overview
BNI Social Media OverviewCollin Condray
 
IMPACT-Social Media and Your Business
IMPACT-Social Media and Your BusinessIMPACT-Social Media and Your Business
IMPACT-Social Media and Your BusinessCollin Condray
 
Location Based Services at ASBTDC
Location Based Services at ASBTDCLocation Based Services at ASBTDC
Location Based Services at ASBTDCCollin Condray
 
Location basedservices
Location basedservicesLocation basedservices
Location basedservicesCollin Condray
 
Blue Zoo Websites Internet Marketing Overview
Blue Zoo Websites Internet Marketing OverviewBlue Zoo Websites Internet Marketing Overview
Blue Zoo Websites Internet Marketing OverviewCollin Condray
 
Personal Brand Building with Social Media
Personal Brand Building with Social MediaPersonal Brand Building with Social Media
Personal Brand Building with Social MediaCollin Condray
 
Introduction To Social Media MBA Class At Webster University
Introduction To Social Media MBA Class At Webster UniversityIntroduction To Social Media MBA Class At Webster University
Introduction To Social Media MBA Class At Webster UniversityCollin Condray
 
Introduction To Social Media-ITRI Presentation
Introduction To Social Media-ITRI PresentationIntroduction To Social Media-ITRI Presentation
Introduction To Social Media-ITRI PresentationCollin Condray
 
Job Hunting With Social Media
Job Hunting With Social MediaJob Hunting With Social Media
Job Hunting With Social MediaCollin Condray
 

Plus de Collin Condray (20)

WordCamp Fayetteville 2018: Flipping The Switch On A New Website
WordCamp Fayetteville 2018: Flipping The Switch On A New WebsiteWordCamp Fayetteville 2018: Flipping The Switch On A New Website
WordCamp Fayetteville 2018: Flipping The Switch On A New Website
 
Web and Social Media Analytics-June 2016
Web and Social Media Analytics-June 2016Web and Social Media Analytics-June 2016
Web and Social Media Analytics-June 2016
 
Web and Social Media Analytics-October 2015
Web and Social Media Analytics-October 2015 Web and Social Media Analytics-October 2015
Web and Social Media Analytics-October 2015
 
Social Media Strategy Talk For University Relations
Social Media Strategy Talk For University RelationsSocial Media Strategy Talk For University Relations
Social Media Strategy Talk For University Relations
 
Web and Social Media Analytics-February 2015
Web and Social Media Analytics-February 2015Web and Social Media Analytics-February 2015
Web and Social Media Analytics-February 2015
 
Blue Zoo Creative Social Media Strategy Seminar, March 2014
Blue Zoo Creative Social Media Strategy Seminar, March 2014Blue Zoo Creative Social Media Strategy Seminar, March 2014
Blue Zoo Creative Social Media Strategy Seminar, March 2014
 
An Introduction to WordPress
An Introduction to WordPressAn Introduction to WordPress
An Introduction to WordPress
 
SEO Basics Seminar Deck
SEO Basics Seminar DeckSEO Basics Seminar Deck
SEO Basics Seminar Deck
 
Location Based Services for NWA Network Builders BNI Group
Location Based Services for NWA Network Builders BNI GroupLocation Based Services for NWA Network Builders BNI Group
Location Based Services for NWA Network Builders BNI Group
 
Location Based Services at ASBTDC-May 2011
Location Based Services at ASBTDC-May 2011Location Based Services at ASBTDC-May 2011
Location Based Services at ASBTDC-May 2011
 
Landing a Job Using Social Media
Landing a Job Using Social MediaLanding a Job Using Social Media
Landing a Job Using Social Media
 
BNI Social Media Overview
BNI Social Media OverviewBNI Social Media Overview
BNI Social Media Overview
 
IMPACT-Social Media and Your Business
IMPACT-Social Media and Your BusinessIMPACT-Social Media and Your Business
IMPACT-Social Media and Your Business
 
Location Based Services at ASBTDC
Location Based Services at ASBTDCLocation Based Services at ASBTDC
Location Based Services at ASBTDC
 
Location basedservices
Location basedservicesLocation basedservices
Location basedservices
 
Blue Zoo Websites Internet Marketing Overview
Blue Zoo Websites Internet Marketing OverviewBlue Zoo Websites Internet Marketing Overview
Blue Zoo Websites Internet Marketing Overview
 
Personal Brand Building with Social Media
Personal Brand Building with Social MediaPersonal Brand Building with Social Media
Personal Brand Building with Social Media
 
Introduction To Social Media MBA Class At Webster University
Introduction To Social Media MBA Class At Webster UniversityIntroduction To Social Media MBA Class At Webster University
Introduction To Social Media MBA Class At Webster University
 
Introduction To Social Media-ITRI Presentation
Introduction To Social Media-ITRI PresentationIntroduction To Social Media-ITRI Presentation
Introduction To Social Media-ITRI Presentation
 
Job Hunting With Social Media
Job Hunting With Social MediaJob Hunting With Social Media
Job Hunting With Social Media
 

Dernier

Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?IES VE
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDELiveplex
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 

Dernier (20)

Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 

Digital Advertising for Small Business January 2012

  • 2. Collin Condray  17 years experience in web development/programming  Retail data analysis for multi- billion dollar companies (3M and Tyson)  Social media and digital advertising marketing  Agency experience with Collective Bias and Saatchi X  Local speaker at University of Arkansas, JBU, & Webster University  Director of Technology/Co- Owner Blue Zoo Creative
  • 3. Overview  Strategy/Tactics  How they work  Best practices  Metrics
  • 4. Some Ad Terms  Impression  Click
  • 5. Some Ad Terms  Click Through Rate (CTR)  Cost Per 1000 Impressions (CPM)  Cost Per Click (CPC)
  • 6. Keywords with the highest costs per click Source: SpyFu.com
  • 7. Ad Term Importance  Click Through Rate (CTR)  Measure of how much interactivity there is with the ad  Good for driving traffic  Pay Per Click (PPC) =  Cost Per Click (CPC)
  • 8. Ad Term Importance  Cost Per 1000 Impressions (CPM)  Pay Per Impression (PPI)  Good for spreading the word and raising awareness
  • 9. Other Terms  Equivalent CPM (eCPM)  Useful for comparing eCPM = performance between (Total Earnings / Impressions ) campaigns x 1000  Comparison items have different pricing
  • 10. Ads increase likelihood of online actions
  • 11. Ads increase likelihood of online actions
  • 12. Online Ads - Strategy  Are you trying to:  Drive sales of a product?  Generate leads for a service?  Send traffic to your site to monetize through ad clicks?  Increase awareness and buzz around your brand?
  • 13. Online Ads - ROI  Sales, leads, and traffic are easier to tie back into profit  Some integrated tools to help estimate ROI  Buzz is more nebulous but still important
  • 14. Online Ads - Tactical  Increase brand awareness - General ad  Advertise a specific product - Link directly to the page to buy this product  Promote a special event- Facebook or Eventbrite event
  • 15. Online Ads - Tactical  Target a specific audience- send a different message to this segment vs. your total customer base  Support current initiative- Create a special landing page with a this months special or coupon
  • 16. Online Ads - Tactical  Advertise a seasonal product like air conditioning, heating, sport seasons, or holidays.  Promote your blog or Facebook fan page to gain new followers.
  • 17. Not All Industries Are Equal
  • 19. Facebook Ads  Ads showing up in the side bar of almost all pages on Facebook
  • 20. Facebook Ads - Pros  800 Million users  Inexpensive  Targeted based on profile users provide
  • 21. Facebook Ads - Cons  Only shows up on Facebook  Low CTR
  • 22. Facebook Ad Anatomy  Title/Link  Image  Body  Like
  • 23. Facebook Ads - Title  Title  Defaults to Page title  Can choose whatever you like  Descriptive of promotional text is better than just your business names  Link  Website specifically designed for Facebook visitors.  Directly beneath the Destination URL is a link to “advertise something I have on Facebook”
  • 24. Facebook Ads – Design Ads  Body Text  Short advertisement  More characters than Google AdWords  Shorter text can prove more effective.
  • 25. Facebook Ads – Design Ads  Image  One of the largest impacts on the ad  Need something to stand out  Logo not necessarily a good choice
  • 26. Facebook Ads – Design Ads  Try to include using people, something creative, or images that just “pop” when your eye crosses over them.  Picture is small – it is only 110 x 80 pixels in size. Try iStockPhoto.com for quality photos if you don’t have your own.
  • 27. Facebook Ads –Target Audience  Location  Demographic  Connections– Friends/Non-Friends of fan page  Likes
  • 28. Facebook Ads – Campaigns, Pricing and Scheduling  Campaign name  Daily budget  Schedule and length
  • 29. Best Practices  Get to the point  Know when to fold ‘em. Know when to change ‘em.  Use a cute animal as your image
  • 30. Facebook Ads - Testing  A/B Testing  Title  Image  Body
  • 31. Facebook Ads - Analyze  Facebook Insights summarize results  Impressions  Clicks  CTR  PPC  Total spent  Demographics
  • 32. Extreme Targeting  Create a Facebook Ad targeting those:  Who live in the United States  Who live within 25 miles of Austin, TX  Who are between the ages of 25 and 55  Who like advertising, advertising manager, branding, ceo, community building, corporate recruiter, director marketing, director sales marketing, founder ceo, human resources, marketing coordinator, marketing director, marketing executive, vice president marketing, etc.  Who graduated from college  Cost: less than $5 day. Only need to run it for a few days
  • 33. Success  How did the results tie back into your strategy  Did web traffic increase?  Sales increase?  Did visitors to take a specific action such as signing up to your newsletter, attending an event, or becoming fans/followers?
  • 34. Facebook Ads Walkthrough  http://facebook.com/ads
  • 36. Google AdWords - Search  Show up in search results  Sponsored links on top  Up to 5 ads in the side bar
  • 37. Google AdWords – Content Network  Code provided by Google inserted into websites  Google shares the revenue with the site owner  Ads displayed are in context with the content of the site
  • 38. Google AdWords - Other  Image ads  Rich Media  YouTube video ads  Phone/Tablet specific
  • 39. Google AdWords - Pros  Pros  Higher CTR than Facebook  Shows up anywhere on the web where people have added AdWords  Targeted to keywords. Contextual to the sites it shows up on.  Can display on YouTube  Keyword based
  • 40. Google AdWords - Cons  Targeting is fuzzier  Higher complexity to set up
  • 41. Google AdWords  Get a Google account  Also gets you access to lots of other services (Gmail, Docs, Web Analytics etc.)
  • 42. Keyword Based  Simple  Keyword1  Broad based  Keyword1 and Keyword2  Negative keywords  Keyword1 but not Keyword2
  • 43. Keyword Lists  List keywords for each campaign  Divide them into ad groups
  • 44. Getting Organized  Account  Campaign  Ad Group
  • 45. Google AdWords Anatomy  Headline (25 characters)  Description 1 and 2 (35 characters)  Display URL (35 characters)  Destination URL (hidden)
  • 46. Other Targeting Factors  Language  Demographics
  • 47. Ad Extensions  Location  Product  Sitelinks  Call a phone number
  • 48. Ad Writing Tips  Include prices, special offers, and unique selling points  Use a strong call to action (Buy, Purchase, Call today, Order, Browse, Sign up, Get a quote)  Go to the most relevant page on your site.
  • 49. Keyword Do’s and Don’ts
  • 50. Google AdWords - Testing  A/B Testing  Title  Body
  • 51. Targeting Ads  Think like your customers  Use the Google Keyword tools for related keywords  Include keywords in ad text  Use negative keywords  Check your site’s web analytics
  • 52. Review Performance  Review performance after a reasonable amount of time.  After your ads have been running on these websites for a period of time you will be able to use these metrics to see which are the best performing sites for you.  Check network performance and focus on most efficient
  • 53. Review Performance  On the content network the most important statistic to look at is the clickthrough rate (CTR).  CTR on the content network will typically be lower than for search.  You can then look at the possibility of individually managing your cost-per-click (CPC) for the top sites and focus more budget on them.
  • 54. Review Performance  Check notification and account alerts on the home page  Go to the “Campaigns” tab and set the time range  Review your keyword performance.
  • 55. Review Performance  Review your ads performance  Refine your keywords and ads  Finally, test new keywords and ads for your campaigns
  • 56. Success  How did the results tie back into your strategy  Did web traffic increase?  Sales increase?  Did visitors to take a specific action such as signing up to your newsletter or becoming fans/followers?
  • 57. Google AdWords Specific Metrics  Average Position out of 11 ads  First Page Bids-Are you spending enough to get your ads on the front page  Quality Score-Google rewards relevant, quality advertising with a higher position on the search page and lower costs, so making sure your ads are high quality is really important.
  • 58. Extras  Google Analytics  Conversion Tracking
  • 59. Google AdWords Walkthrough  https://adwords.google.com