Online AdvertisingMay 2013Agnes Stawicki

@AgnesStawicki @mktgacademy

Content Advertising Trends

Online Advertising Options Your website Directories Display Advertising Advertorials Search Advertising Social Media

Integrating Campaigns

Summary

Advertising TrendsA changing landscape

Trends in advertisingDigital shift:

The influence of Gen Y and Gen X

Access to data:

Insight based decisions

Focus on experience:

Engaging not broadcasting

Go where your

audience is

Online AdvertisingThe home of your marketing message

FIRST THINGS FIRST:

Before you start, make sure your website is functional and professional.

Your website

Your digital home

Centre of all your marketing efforts

Before you start advertising: Working website Contact information Easy to find program info Call to action Search engine friendly

Directory profiles

Put you in front of targeted eyeballs

Increase your online footprint

Provide legitimacy

Work for you 24/7

Generate quality leads

Backlinks to your website improve your organic SEO

Benefits

How many visitors (new vs returning)?

How do visitors use the directory?

How would my school be found in search results?

What modules are included (events, photos, videos) and are there any extra costs?

Do you offer tracking so I know how I’m doing?

How often can I change the content? Is help available?

Directory profiles

Buying Tips

Increase your brand awareness

Keeps you top of mind

Encourages action

Provides ability to promote around timeframes and/or programs (Open House)

Display Advertising

Benefits

Typically sold on a CPM (cost per thousand impressions).

If sold on a monthly basis, ask how many impressions you are guaranteed per month and compare that CPM.

Decrease your spend by targeting content pages and/or users by geographical area (IP address).

Determine your targeted CPM rate (audience quality).

Consider the ad size and page location (top, side, bottom).

Consider pageviews/visitor when buying impressions.

Buying Tips

Display Advertising

Improve your organic SEO

Engage with your audience

Increase your online footprint

Share your brand story

Ignite emotion in readers

Motivate action

Advertorials

Benefits

Advertorials

Buying

Typically sold on a per article basis

Determine how long the article will stay online

Ask about how many promotional views, and total views you can expect

Consider your target audience and compare targeted CPM rates

Include a ‘follow’ backlink to your website (for SEO)

Target your most important keywords

Supplement keywords you do not rank well for

Drive new website visitors

Control your messaging

Give families searching for you an easy click

Search advertising

Benefits

Search advertising

Buying Tips

Typically sold on a CPC (cost per click).

Decrease your spend by targeting keywords and geographical locations (IP address).

Add negative keywords so ads are not displayed to the wrong audience. (ex: jobs, photos, uniforms…).

Focus on quality over quantity of clicks.

Rule: Your paid search bounce rate should be lower than your organic search bounce rate.

Search advertising

Buying Tips

What’s a click worth?

Quality vs. quantity

Follow your website visitors

Remind users to come back

Stay top of mind

Strengthen your brand

Remarketing

Benefits

Remarketing

Buying Tips

Typically sold on a CPC (cost per click).

Decrease your spend by targeting content websites and geographical locations (IP address).

Focus on quality over quantity of clicks. Manage your website lists and narrow based on those that produce results.

Tag your website. Set a remarketing duration. Exclude your IP address. Set frequency caps.

You need a minimum of 100

unique visitors per list

Social mediaOnline platforms that allow people to freely

connect to each other & to brands

The Socialites62% of adults worldwide (80% of Canadians)

actively use social media.

89% of moms with smartphones access Facebook on those phones

73% of moms rely on recommendations from parenting-related social media when buying brands and products

Moms are social

FacebookAn engaged audience of campers, parents, and staff

Easy natural fit for the school/program/camp community

Ad Options: Sponsored stories, FB page, FB event, website

Target by: Fans and friends of fans Geographical location Age Interests, hobbies, keywords…

Benefits

Facebook

TwitterPeople are influenced by people like them and

by experts

Provides a social recommendation

Coming soon: Promoted tweets in search and timelines Promoted trends and hashtags Featured accounts to increase followers Geographical location targets

Benefits

LinkedInProfessional network of target parents

Typically more expensive than Facebook and Google AdWords

Allow for video ads

Target by: Geographical location Business position Experience, associations, groups…

Benefits

Social AdsBuild a social voice first

Keep people within the network

Test out various ad copy and photo use

Stop or modify campaigns if they are not performing

Invest in the networks that generate results for you

Make it easy for people to share

How to

OverviewType Function

Your website Digital home for your business

Directories Target audience, generate leads, good for SEO

Display Branding, awareness, focus based campaigns

Advertorials Soft sell, provide legitimacy, good for SEO

Search Target audience, quick traffic

Social Social word of mouth referral, 2-way communication

Online

Offline

Website

Integrated MarketingYou can’t only be online

Money shiftsPrint advertising losses outweighed digital ad gains

by 8 to 1 in the first three quarters of 2011

Google’s revenues were $4 billion greater than those of the entire newspaper industry in 2011

YET: 67% of online searches are driven by offline content. People search for what they

know.

Multi-channel advertising

Print Online Integration

Tracking

Promotion code Easy tracking tool

QR Code Quick response for mobile

Augmented reality Enhanced reality

Digimark Digital watermark

NFC Chip Android, Samsung phones

Landing page Webpage optimized for conversions

The 140#mktgacademy

Campaign Checklist

1. Website: If someone hears about you and searches for you, what comes up? Is what you’re marketing easily found on my website? Do I have contact information and a registration form easily accessible?

2. Inquiries: Does the team know about the new program/promotion? Who is responsible for answering calls and/or emails? Do emails go to one location?

3. Advertising: Who is my target audience and where are they (online)? How can I get my message in front of them? What are my goals, what do I want them to do?

4. Flow: Is my branding and message consistent? Is it easy for consumers to understand my value proposition and take my intended action?

5 Tips to Online Advertising

1. Review your website: Is it working properly. Is it easy for visitors to connect with me? How quickly do we respond?

2. Make the most of your current ads: Add information to directories. Work with partners. Check your landing pages.

3. Analyze and test your ads: Set up ad variations and track conversions so you know what’s working.

4. Review your advertising campaign: Is it consistent? Does your brand & voice come through? Does it have an easy flow?

5. Target: Are you where your audience is? Review targeted CPM rates for each of your advertising partners. It is about increasing quality leads.

Webinars

Checklists

Case Studies

Tip Sheets

Online AdvertisingMay 2013 @MktgAcademy