Google AdWords & Facebook Ads

@TheWebAdvisors

About The Web Advisors

We are

professional marketers

passionate

committed

About The Web Advisors

We excel in

digital marketing

strategic planning

tactical implementation

focused conversions

About The Web Advisors

We believe in

collaboration

loving what you do

Online Marketing 101

MOBILE FRIENDLY WEBSITE

Make sure you have a mobile friendly (Responsive) website or campaign landing page.

● Mobile Traffic over 60% now

What’s Important?

● Fast (Load in less than 3 sec)● Easy to navigate & read

GOOGLE MY BUSINESS

Own your local business presence

If you see “Own This Business?” CLAIM IT.

Feed your correct information to Google (THE INTERNET), and importantly, respond to reviews.

Need a website? Basic, Free One Page solution is available (Name, Address, Phone).

Business.google.com

FOUNDATION

GOOGLE ANALYTICS

● Free ● Standard● Powerful

- Zig Ziglar

SET GOALS

SET CONVERSION GOALS

● Specific Pages● Leads (Forms)● Phone Calls● Ecommerce

SET YOUR AUDIENCES

Foundation for Remarketing...

SET YOUR AUDIENCES

BUILD YOUR AUDIENCE

PIXELS & TAGS

Snippets of code that you place on your website.

Helps the platform (Facebook, Twitter) identify what your users are doing

Foundation for Measurement & Remarketing...

PIXELS & TAGS

Snippets of code that you place on your website.

Helps the platform (Facebook, Twitter) identify what your users are doing

Foundation for Measurement & Remarketing...

<!-- Facebook Pixel Code --><script> !function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window, document,'script', 'https://connect.facebook.net/en_US/fbevents.js'); fbq('init', '1409497082681369'); fbq('track', 'PageView');</script><noscript><img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1409497082681369&ev=PageView&noscript=1"/></noscript><!-- End Facebook Pixel Code -->

BUILD YOUR AUDIENCE

Identify your most valuable website users

Upload your email list of customers

Build audiences of those that interact with your brand

BUILD YOUR AUDIENCE

Identify your most valuable website users

Upload your email list of customers

Build audiences of those that interact with your brand

BUILD YOUR AUDIENCE

Users that have engaged with your videos

Completed forms

Engaged with Canvas ads

Engaged with your Facebook or Instagram profile

Have completed a unique event

ATTRACTION

ONLINE MARKETING 101

Placing your brand message in front of people while they travel the internet.

ONLINE MARKETING 101

DIS

PL

AY SEM VIDEOPROGRAMMATIC

SOCIALTRUE VIEW

PPC

REMARKETING

EMAIL

ONLINE MARKETING 101

SEARCHDISPLAY

VIDEO

Search Engine MarketingSEMPPC

Google AdWordsBing Ads

Intercepting Intent

SEARCH

SEARCH

● You pick the keywords and your bid amounts

SEARCH

● You pick where you want your ads to appear

SEARCH

● Easily create ads that best speak to your customers needs and search intention

CONVERSIONS

Before Your Activate Your Campaign, Make Sure You Have Goals

Display AdvertisingBanner Ads

Google Display Network

Building AwarenessTargeting Intent

DISPLAY

Ads are presented on the Publisher Sites that serve Google Display Network ads

DISPLAY

Targeting

● Keywords○ Keywords can trigger your ad to show when people view related content on YouTube,

websites or apps.

● Audiences○ Affinity - Long Term interest as compiled by Google (adssettings.google.com)○ Intent - Consumers researching a purchase○ Remarketing - based on website users activity and “similar” audiences

● Demographics○ Age, Gender, Parental Status (Consider this often “unknown”)

● Topics○ Choose from content related to certain subjects

● Placements○ Specify websites (eg Kijiji, YouTube, USAToday)

DISPLAY

Video

VideoYouTube

InspirationalBuilding Awareness

Developing Audience

VIDEO

Ad Varieties

● True View Instream - Skippable Ads Before, During & After● True View Discovery Ads - Placed around YouTube or Partners Sites● Bumper Ads - 6-Second, Non-skippable, Branding● Non-Skippable - 15-20 Second Ads. Require minimum spend commitments● Display Ads - 300x250 or 300x60 ad sizes● Overlay Ads - Just as it sounds. Overlay on your targeted videos.● Sponsored Cards - Think of it as a call to action on your video

VIDEO

VIDEO

Video Ad Targeting

● Very similar to Display Ad Targeting with some key differences

Placements - instead of choosing the websites to target, you choose the Channel or specific video to target

Consider a layered targeting approach to your targetting

● Choose Topics and Interests, “layer” on keywords or demographics to hone your audience

SocialFacebookInstagram

Twitter

It’s Where Your Customers Are

SOCIAL

Over 75% of Canadian Internet users can be found visiting YouTube or Facebook in the past month.

18% of Canadians share the posts or content of other people, organizations, or media on Facebook a minimum of once per day. 40% share at least one post per week and 80% share posts a few times each year.

statista.com

SOCIAL

Facebook functions similar to Google Display Network targeting.

● Location● Interests● Demographics

The Targeting List Is Long

The Creative Types Are Many

SOCIAL

To Boost or Post a “Dark” Ad… That is the question

● If your already creating engaging content, dedicate a small budget ($1/day/post for 7 days) to boosting posts to your desired audience

○ People near your business○ People interested in your offerings

● Use “Dark” Ads for conversion or when you don’t want your general audience to see your offer.

SOCIAL

The Hot Medium = Video

● Inspirational● Behind The Scenes● Engaging● Tell Your Story

SOCIAL

Use Video Ads To Inspire, Tell Your Story

Build Your Audience (Pixel)

Distribute Offer Ad To Your Already Engaged Audience (Remarketing)

Be Mobile Friendly

Own Google My Business

Track & Build Audience

Establish Goals

Choose The Right Network

Showcase What Makes You Unique

Thank You

Questions

Chris ElderAccount Director

The Web Advisors(250) 889-0973

chris@thewebadvisors.caTheWebAdvisors.ca

@TheWebAdvisors