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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 Screenshot from http://www.leftyblogs.com
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
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
Types of Advertising • Search / contextual • Social networks & blogs • Banner ad networks • Individual site placements
Search / Contextual• Advantages • Disadvantages – Can target people who – Generally low-impact are interested in the – Hard to scale because material only so many people are – Pay only on an efficient searching for any term “cost per click” basis – Largely driven by news – Generally low-risk cycles and earned – Set what you are willing to media, so pay-off is hard pay by bidding to predict – Hard to do well without being time-intensive
Search / Contextual Example Paid search results based on keyword. Organic search results. Can’t pay for a higher ranking.
Social Networks & Blogs • Advantages • Disadvantages – Large pools of like- – Sensitivity of political minded supporters blogs – Good way to join the – Low scalability conversation and get – Poor ad units earned media – Limited geo-targeting – Potential for viral or exponential spread – Advanced targeting abilities – In some cases, can also pay on a cost per click basis
Banner Ad Networks• Advantages • Disadvantages – High reach – Limited control over – Pay only on a very placements efficient performance – Less valuable real estate metric – Potential for showing up – Extensive targeting on the wrong site abilities – Requires significant investment – Non-guaranteed inventory
Banner Ad Network Ordering Example Liberal BlogAdvertising Network http://web.blogads.com
Individual Site Placements • Advantages • Disadvantages – Target specific content – Exclusively sold on a cost and placements per mille basis – Guaranteed inventory – Generally more – Control your share of expensive voice (SOV) – Generally lower – Allows for advanced response rates targeting: ad – Varying minimum buy sequencing, frequency requirements capping, etc. – Requires contracting directly with each publisher – No longer self-serve
Getting Started 1. Create a Plan 2. Identify the Platforms & Targets 3. Set a Budget 4. Write/Design the Ads 5. Track & Optimize
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
2. Identify the Platforms & Targets • Platforms – Google Adwords – Facebook Ads – MySpace Ads • Targets – Location – Demographics – Keywords – Specific dates
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?
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)
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
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