Laser Focused Online Advertising Dan Belhassen greatBIGnews.com Modern Earth Inc.
Introductions
Modern Earth Inc.
Web Design
an Internet marketing company Mobile
SEO
Custom Applications
PPC
Dan Belhassen Founder & President
Susan Hurrell Director of Marketing
Online Learning
Traditional Online Advertising • Banners
• Downsides – No self service – Typically cost per thousand impressions (CPM) • Not results based • High cost
– Visitors started “ignoring” banner ads
Better Advertising
How AdWords is Different
Self service Market priced (bidding) Integrated analysis
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”
History of Google Advertising The rest is history.. $37 billion (10 billion Profit!)
The AdWords Model • Pay per performance – Pay per click (PPC)
• Fully “self service” – Setup and manage 24x7
• Results oriented – Intensive reporting
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
Your 1st Adwords Campaign • Step 2: Select Languages – Determine which languages to target • A visitors “home” language
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
Your 1st Adwords Campaign • Step 4: Ad Text – Three lines • Title • First line • Second line
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
Your 1st Adwords Campaign • Step 6: Set Daily Budget – Maximum spend per day
– Does not guarantee full spend • Depends on other factors
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?
Advanced Adwords
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
Advanced Adwords • Typically will have multiple of demographics – Interest areas – Geography – Motivation
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
Advanced Adwords • Solution - Multiple campaigns
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
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
Advanced Adwords • Example campaign set up
Business
Categories Leisure
Advanced Adwords • Separate into interest groups Entrepreneur Business
Skills Training Large business
Categories Family Leisure
Couples Kids
Advanced Adwords • Identify courses (business) Starting a business Entrepreneur Marketing 101 Business
Skills Training
Large business
WHMIS
Taking Minutes Corporate Governing
Advanced Adwords • For each course, identify keywords – Identify as many keywords as possible (misspellings!) Course (ad group)
Keywords
Marketing 101
Marketing for dummies, small business marketing, marketing for small business, marketing ideas
how a board operates, corporate board, board governing, taking minutes, roberts rules of order
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
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
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
Even more advanced… • Google content network
• Different types of ads – Image ads – Local business ads – Mobile ads – Click to play video ads
Facebook Advertising
The Myth: Facebook is only used by kids.
The Reality:
30% of users are 35+
Nearly ubiquitous
1.2 Billion active users 50% log in daily 130 “friends” per user 57% female / 43% male
Designing an effective ad Facebook ad setup 7. Schedule 8. Pricing (CPM vs CPC) 9. Bid
Designing an effective ad Experiment with ad text!
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+
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
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
Example ads • From an online case study
• Which ad got more clicks?
Example ads • From an online case study
16 clicks
183 clicks
• Ad testing is critical! • But… which one got the best conversion?
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
In summary • Facebook advertising can be – Highly targeted – Inexpensive – Easy to setup and use
• Don’t forget to “evolve” your ads • Measure your results
Thank you! greatBIGnews.com modernearth.net
Presentation available at http://modernearth.net/lern2013
