Post on 08-May-2015
Module 8.8
Running Google & Facebook AdsJim Beach & Chris Hanks
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Central Questions!
“Do I need Google Ads (at first) to drive traffic?”
And
“Is it worth the money?”Many say “No” and “No”
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Simply Google “Google Ads” To Start
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A Campaign, ie. Keywords and Budget
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Define Some Terms• Campaign = top level of account organization,
distinguishes between my antiques ads and my baseball card ads
• Current Status = Is my campaign on or off• Current Budget = Allows you to set upper limit
per day• Clicks = How many people saw your ad and
clicked on it to access your website
• Impr. = How many people saw your ad – some clicked
on it, some did not• CTR = Click Thru Rate – what percent saw and
clicked• Avg. CPC = Cost for one click• Cost = Total spent to date
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New Campaigns Are By….Keyword
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Use Your Keywords
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or New Campaigns Are By…. Placement
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If You Want Other Ads… Then…You Will Need To Pick a Category
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Decide How You Will Be Charged, CPC Probably
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Done.
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• Ad Text Cannot Contain “best” or Other Definitive Words
• Global Negatives – Add Words Like “Free”• First Ad Position Is NOT Always Most Profitable• Homepage Might Not be Best Landing Page
Google Ads Tips
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• If Keywords Are Nike Air, Use Them in Landing Page Like www.example.com/nike/nike-airwalk
• Track ROI, Cost per Acquisition (CPA) Always• Don’t Get into Bidding Wars for First Place• Stick to Budget
Google Ads Tips
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Why Facebook Ads?
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Importance• 96% of Gen Y Has Joined a Social Network
• Social Media Bigger than Porn• 1 in 8 Couples Married Last Year Met Online
• FaceBook 4th Largest Country• Boston College Quit Giving eMail Addresses
• Over 200 Million Blogs• 78% Trust Peer Recommendations
• 14% Trust Ads• 70% of 18-34 Year Olds Watch TV on Web,
Only 33% on TiVo, 25% on Their PhoneSlide 8-8.23
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Overall StrategyTo Please Your Customers = The Customer Is Always Right
Satisfy the Every Customer Need
With Social Media….
To Reach Them = Wherever They Are
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Facebook Growing…
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Facebook• Most Facebook users are 18 to 35.• However, the fastest growing demographic is women over 55.• Super-easy Way to Build a Personal Webspace•“Groups” are Good for Discussion Forums and Inviting People to Your Events.
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Facebook• Make Your Group's Name Something
Popular and Searchable.
• Create Both a Page and a Group• 1.5 Million Pieces of Content Shared
Daily
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• Ads Cheaper Due and Super Focused
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Old Fashioned Display Ads….
Remember: You Are Interrupting Them! Slide 8-8.29
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Step 1: Ad Text
QUESTION!
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Step 2: Target
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Step 3: Budget
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Step 4: Landing Page
MUST ANSWER QUESTION!!Slide 8-8.33
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THANKS!
Next: Lesson 9 Websites that Generate Sales
Buy or Review!
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