Introduction to Paid Advertising

March 2019Shannon Kinney

shannon@dreamlocal.com@shannonkin

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• This is part of our series of blog posts, videos & webinars designed to help you keep up with online marketing

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1. Intro to Online Advertising

2. Top Advertising Platforms

• Google Ads, Facebook, Instagram, LinkedIn, Display,

and Mobile

3. Understanding the Acronyms

• SEM, PPC, CPC, CTR, etc

4. Measuring Results

What We’ll Cover:

Does It Matter?WHY

Digital ad spend is set to grow from $83 billion this year to $129+

billion by 2021.

(Source: Vendasta)

1. Intro to Online Advertising

What is Online Advertising?

1. A form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

2. An effective way for businesses to expand their reach and find new customers.

“Businesses make an average of $2 in revenue for every $1 they spend on Google Ads.”

(Source: Google)

1. Intro to Online Advertising

Where It Fits in the Sales Funnel

Display Ads: Building Brand Awareness

Social Ads: Engaging & Educating potential customers

Social Ads & Google Ads: Direct Lead Gen

2. Top Advertising Platforms

Google and Facebook captured a combined 56.8% of US digital ad investment in 2018.

Google Ads: Developed to display ads in Google’s ad network to web users.

Facebook & Instagram:Create and run simple or sophisticated campaigns within Facebook & Instagram.

LinkedIn:Target B2B ads to professionals in your industry.

Video & YouTube:Ads that occur before, during and/or after a video stream on the internet.

Display: Banners or other ad formats made of text, images, flash, video, and audio.

Mobile:Display advertising designed specifically for mobile devices.

(Source: eMarketer)

Google Ads

“Google and Facebook raked in 63.1% of digital ad spend in 2017”

Google Ads:

● Get in front of customers when they’re searching for businesses like yours on Google Search and Maps.

● Show up when people search for what you offer

● Only pay for results, like clicks to your website or calls to your business.

Source: Vendasta

Facebook & Instagram Ads

“Facebook has +62% y/y advertising revenue growth”

Facebook & Instagram AdsConnect with the people who will love your business.

● Audience of over 2 Billion users.

● Extends outside of Facebook to Instagram, WhatsApp, Messenger, and Facebook’s Audience Network.

Types of Paid Advertising

● Boosted Posts: Simple ads, using a post from your Page's timeline

● Ads: Access to customization features in Facebook’s Ad Manager

(Source: BrightLocal)

Instagram AdsConnect with younger audiences in a more visually driven platform.

● Audience of over 1 Billion users.

● Ads are built directly in Facebook’s advertising platform.

Targeting ● Location● Age● Gender● Language● Relationship

● Education● Work● Financial ● Home● Interests &

Behaviors

Facebook & Instagram Ads

Calls-To-Action (CTAs)

Traffic

● No Button● Book Now● Contact Us● Donate Now● Download● Get Showtimes● Learn More● Listen Now● Request Time

(Source: BrightLocal)

App Installs

● Install Now● Learn More● Listen Now● Play Game● Show Now● Sign Up● Watch More● Use App● Book Now

Video Views

● Get Showtimes● Learn More● Listen Now● Send Message● Shop Now● Sign Up● Watch More● Book Now● Download

Lead Gen

● Apply Now● Download● Get Quote● Learn More● Sign Up● Subscribe

LinkedIn Ads

“Over 560M active professionals are on LinkedIn. Target them by job title, function, industry, and more.

LinkedIn AdsReach your ideal customers on the world's largest professional network.

● Drive awareness and leads in the world's most viewed professional news feed.

● Deliver personalized ads to the LinkedIn inbox.

(Source: LinkedIn.com)

Video Ads

“Over the last two years, the number of small- and medium-sized businesses advertising on YouTube has doubled.”

Video Ads:Reach people when they’re on the YouTube homepage or searching for specific topics.

● Build Awareness. Capture the attention of new potential customers.

● Grow Interest. Influence potential customers when they’re most receptive to your message.

● Drive Action. Make is easy for customers to take meaningful actions you can measure.

(Source: YouTube.com)

Display Ads

“US Display Ad Spending is estimated to reach $46.69 Billion in 2019 from $26.15 Billion in 2015”

Display Ads:Type of “top of funnel” online advertising used for brand awareness and comes in several forms: banner ads, rich media, and more.

Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message.

(Source: YouTube.com)

Mobile Ads

“Global mobile data traffic is projected to increase nearly sevenfold between 2016 and 2021.”

Mobile Ads:By 2019, it is expected that 72% of all US digital advertising budgets will be spent on mobile ads.

Since 80% of all Internet users own a smartphone, the rise of the mobile ads industry is quite obvious.

(Source: Statista)

3. Understanding the Acronyms

Planning & Strategy

KPI PPC/CPM/PPV

Key Performance Indicator:

Determine your goals and the success metrics you plan to measure.

Key performance indicators are the key metrics you plan to measure.

Pay Per Click:Your cost for each click your ad receives.

Cost Per Impression:The amount charged for every 1,000 times your ad loads to a page.

Pay Per View:Video or ad/image being visible on the page and 100 percent in view for a specific duration of time.

Campaign Setup

RON

Run Of Network:

Running your digital ads through a publisher that may own several different websites.

DMA

Designated Market Area:

A geographic location representing a county, state, or country you choose to target.

CTA

Call To Action:

Your call to action is your “request” and the users next step after seeing your ad.

Examples include: “Learn More,” “Donate Now,” or “Watch Video.”

Optimization

CTR VTC

Click Through Rate:

This is the number of clicks your ad receives divided by the number of times your ad has been shown. The CTR percentage allows you to measure the engagement with your ad. The higher the percentage the higher the engagement.

Formula: CTR percentage =((clicks/impressions) x 100)

View Through Click:

VTC helps you measure the effectiveness of your ad campaign. A view through click would mean that a customer saw your ad, did not click, but in a later session visited your website and converted.

Optimization

CPL ROI/ROAS

Cost Per Lead:

CPL model means that you are only paying for leads that are delivered to you through your ad campaign. Examples include when donors: fill out a form, subscribe to your blog, or provide an email address to receive more info.

Return on Investment, orReturn on Ad Spend:

ROI is a performance measure used to evaluate the efficiency of an investment or, in the case of digital advertising, the return on the spend. ROI tries to directly measure the amount of return on a particular investment, relative to the investment’s cost.

4. Measuring Results

At the end of the day, you can spend your marketing budget on some of the most innovative advertising campaigns the world has ever seen, but unless you can prove that those strategies are working for your company - they're not going to do you much good.

● Regularly Track and Measure

● A/B Test Different Strategies

● Keep Optimizing and Improving

Expert help to get you there• SEO and Local Search Optimization• Online Marketing strategy development• Social media page design, management• Reputation Management• Blog development and content creation• Web sites, Mobile Web Sites• SEM and paid social ad campaigns• Display advertising and retargeting• Email Marketing • …..and more!

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Our Video & Webinar SeriesHelpful videos related to today’s webinar can be found on our YouTube channel:• Growing your business with

Facebook• Developing your Brand Voice• How to think like your

consumer• How to use storytelling

….and more!!

Expertise to Help You Take Action• Recorded Webinar: All attendees will receive

an email tomorrow • Webinar Assets: We will include the

presentation deck in the follow up email• Marketing Consultation: Contact us if you

would like a free review of your business• Sales Department: Call 207-593-7665 and ask

for Deanna, Jane or James• Next Up: “Email Marketing” (an audience

requested topic from Pat M.)

We Can Help!

Shannon Kinney shannon@dreamlocal.com

207-593-7665@shannonkin, @dreamlocal

Have Questions?