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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!
4
Keyword Research
1 Minute Presentation
By ?
5
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
7
Keyword Research
• Brainstorm with Colleagues• Look at competitors sites• Ask existing customers• Website logs & Analytics• In site search logs• Use keyword tools
8
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
?
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?
Other Social Ads
• Digg• Stumble
Display
Scared?
• Please do get in touch.
www.attacat.co.uk
www.attacat.co.uk/facebook
@attacats@timbarlow
If you have enjoyed this. Please feel to recommend me on LinkedIn