Online advertising

A whistle stop tour...

Tim Barlow – Attacat

seo

ppc

social media

website thinkin

g

website analytic

s

Quick Introduction

Rough Plan

• SEM – AdWords– AdWords alternatives

• Social Advertising– Facebook– Twitter– LinkedIn– Others

• Display Advertising• Other

But please feel free to mess the plan up!

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Keyword Research

1 Minute Presentation

By ?

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Take-aways

• It’s about 100’s, 1000’s or even 10,000’s of phrases• Very easy to leave a large chunk of business on the

table.

Prepared by Attacatwww.attacat.co.uk

Your Keyword Universe

• Descriptive terms – e.g. Showers• Brands – e.g. Mira• Adjectives e.g. Cheap Showers• Geography – e.g. Glasgow Shower Shop• Misspellings – e.g. Mirar• Use of – e.g. Shower fitting• Related – e.g. bathroom mould

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Keyword Research

• Brainstorm with Colleagues• Look at competitors sites• Ask existing customers• Website logs & Analytics• In site search logs• Use keyword tools

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AdWords Keyword Too

l

What

The Process

SEO

What

How Adverts Are Ranked

Advertiser Max Bid

Advertiser A £1.00

Advertiser B £0.50

Advertiser C £0.25

How Adverts Are Ranked

Max Bid x Quality ScoreWhilst a simplification, assume Quality Score to equal Click Through Ratio

Advertiser Max Bid CTR Rank Score

Advertiser A £1.00 1.0% (£1.00 x 1%)

Advertiser B £0.50 3.0% (£0.50 x 3%)

Advertiser C £0.25 2.0% (£0.25 x 2%)

How Adverts Are Ranked

• AdWords rewards relevancy• Can pay less than your competitor for a higher position

Advertiser Max Bid CTR Rank Score Position

Advertiser A £1.00 1.0% 0.010 (£1.00 x 1%) 2

Advertiser B £0.50 3.0% 0.015 (£0.50 x 3%) 1

Advertiser C £0.25 2.0% 0.005 (£0.25 x 2%) 3

Quality Score

x

Quality Score

2 & 3

Lessons to Learn

• Need to bid on relevant keywords• Need good ad copy• Ad copy needs to be relevant to keywords• You can advertise on less relevant keywords but it

will cost• Increasing focus on the post-click experience as well

Quality Score

Why should I be interested?

• It’s new and exciting!

NEW!WOW!

Why should I be interested?

• You don’t need to be a ‘social media ninja’ to get started.

• Not yet a ‘saturated market’

• Get ahead of competition – you’ll need to be quick

• Pretty cheap at the moment

• Massively popular website

• Access niche markets with demographic targeting

I know search advertising, but what’s this Facebook malarkey?

The similarities to search ads:• Familiar advert layouts

Google Facebook

The similarities

• Similar payment and bidding

Google FacebookCost-per-click (CPC) Cost-per-click (CPC)Pay when someone clicks

Cost-per-1000 (CPM) Cost-per-1000 (CPM)Pay for every 1000 impressions

Cost-per-action (CPA) ?Set ‘action’ fee or work towards CPA target

The similarities

• Accountable – track conversions, purchases or signups.

Using JavaScript tags inserted into your website.

Can also be modified to record SKUs and revenue values

Google Facebook

The differences

The differences:• Images – a big opportunity to catch someone’s eye.

Google Facebook

The differences

• Shown on demographic profiling choices.

What kind of demographics?

• Uses self-entered profile info for demographics.

• Also use group memberships and ‘likes’.

• Accurate and reliable

I’m Mark Zuckerberg, and I know everything about you...bwoohahahahahah!

Let’s make a Facebook advert

Staying within Facebook...

• Adverts to your website or your Facebook presence:– Business pages– Applications– Events– Groups

The power of targeting!

• Lets say you’ve bought a bar in, say, Aberdeen.

• You want to improve awareness and attract customers.

The power of targeting!

Based in Aberdeen

Aged 18–30

On a user’s birthday

Target people who are likely to be going out for a birthday drink

The power of targeting!

Target by education or

degreeSpecific

company employees

Like/don’t yet Like a

page/event/app

Friends of those who like a

page/event/app

The power of targeting!

80 single, wannabe ninjas in Edinburgh

The final step

• Budget and payment• Credit card or Paypal

Some examples of usage

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Gaining traction for Facebook pages

• Initial ‘seeding’ and awareness of a Facebook brand.

Fan ‘spikes’ from Facebook advertising

Gaining traction for Facebook pages

• During Facebook campaign:

Evidence of 60% more ‘likes’ than directly attributable to Facebook advertising thanks to friend activity.

Ads promoting pages, events and apps show social endorsements – viewer’s friends who have liked it.

Publicising events

• Upcoming event? Regionally or demographically targeted ad campaign.

• You could target:– Company employees– Confirmed Facebook attendees– Friends of attendees

Facebook app?

• Great exposure for apps – just look at Farmville! There were others at it during the World Cup and new football season...

Publicising your brand

• With cost-per-click your brand is still benefiting from impressions.

• Potentially only pay 10p for every 1000 times people see your brand.

• CPM rate on guardian.co.uk for similar size is £30–40!

BrandBrand

Brand

Increasing traffic and interest

• One small-scale study of Facebook advertising across a range of clients found that, while increasing costs <3%:

– Traffic lifted +4%– Average monthly newsletter subscriptions lifted +7%– Exits to brands’ other social media sites +50%

Direct response

• Or the old favourite...

Use to sell or generate leads

Reporting on performance

• Lots of report data available• CPM rates for CPC campaigns• Post-click and -impression conversion data• Who ‘liked’ your advert

Get the most from Facebook ads

• Grab attention with your ad text

– Use a call to action...

– ...but dissuade irrelevant traffic that you’ll have to pay for.

BUY NOW

Get the most from Facebook ads

• Be creative with your use of images

– Can’t fit something in your text? Put the text into the image...

– Think about your use of colours to stand out.

– Or just include a picture of a ninja. Everyone loves ninjas.

Get the most from Facebook ads

• Keep your creative fresh

– Facebook ads suffer from quick ‘burn out’

– Rotate numerous ad variations, with differing images, headlines and text.

– But ads won’t be rotated evenly in a campaign.

Get the most from Facebook ads

• Bidding

– Be conservative, then play with spend subsequently.

• Think laterally

– Be creative with your targeting and adverts.

– Try to be topical.

• It’s easy to start, but hard to get right

Get the most from Facebook ads

• Account organisation– Segment by demographic instead of keywords. – Create specific landing pages.

Aged 18–25, interested in football

Aged 18–25, interested in England football team

Aged 25–35, interested in football

Get the most from Facebook ads

• With Facebook pages, create custom landing page using iFrames.

Sponsored Stories

Video?

Twitter

Other Social Ads

• Digg• Stumble

Display

Scared?

• Please do get in touch.

www.attacat.co.uk

www.attacat.co.uk/facebook

@attacats@timbarlow

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