#1udigital training: online ads best practices

8/22/2019 #1uDigital Training: Online Ads Best Practices

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WELCOME!

Well get started in a few minutes.In the meantime,

dont forget to tweet using #1uDigital!


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Online Advertising

Presented by Asher Huey


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#1u is the hashtag for anything union related on

Twitter.

WHATS #1U?


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Presenter:

Asher Huey

@asherhuey

American Federation of Teachers


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Case Study

Basic Ad Intro

Facebook Ads

Google Ads

Twitter Ads

Retargeting

Ads As An Organizer

Dont Get Fleeced

AGENDA


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Where: Facebook

Who: Pepsi Employees

5,000 on Facebook

Why: Pressure Upper Management To

Take Action

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Dump Trump


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Dump Trump


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Impressions: 125,627

CPM: $0.27

Total Spent: $33.56

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Dump Trump


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CPC Cost per click, how much you pay per click

CPM Cost per thousand impressions, how much you pay perthousand impressions

CTR Click through rate, the rate at which people click yourad

CPA- Cost per acquisition

Targeting - Selecting who sees your ad

Basics


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Google

Facebook

Blogs

Twitter

Yahoo

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Where Do We Run Ads?


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Targeting based on self identification

Sidebar

External URL 90 Characters - 1 Image

Sponsored Content

Promoted Posts

Social Targeting

Post Engagements

Facebook Ads


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Facebook Ads


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Facebook Ads


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Facebook Ads


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Text In Image


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Sponsored Posts have higher engagement

Run content through your ads manager

Match your email and membership lists toFacebook

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Facebook Best Practices


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Targeting search terms, userdemographics, or topics

Must lead to a website/page This can be any location you choose

Types of google ads

Text

Search or Contextual

Banner

Contextual or Demographic

Remarketing

Google Ads


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Google Display Ads


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Google Display Ads


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Google Search Ads


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Google Search Ads


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Search V. Display


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Google Ad Extensions


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Bid on multiple keywords for search ads

Double check your ad placements

Know the schedule

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Google Best Practices


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Retargeting


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Retargeting


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Easy to use

Runs across the Google network

Create various lists

Press lists

Activist lists Issue specific lists

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Google Remarketing


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Video Remarketing on YouTube:

Remarketing based on YouTube views

People who watch any of your videos.

People who take an action (like, dislike, comment, or share)

on any of your videos. People who view your video as a TrueView in-stream ad.

People who visit or subscribe to your YouTube channel.

Google Analytics Remarketing:Build a remarketing lists based on insights from your websitevisitors in Google Analytics - things like visit duration or goalcompletion.

Google Remarketing


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Google Remarketing


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Promote A Tweet Interest

Followers and like followers

Hashtag/keyword

Promote Your Account Like followers/Users

Interest

Location

Promote A Trend Because you like to waste money

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Twitter Ads


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Twitter Ads


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Twitter Ads


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Twitter Ads


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What Makes A Good Ad?

Clear Message

Clear Defined Graphics (If Applicable)

Defined Targeting

Cost Effective

Furthering Campaign Goals

Elements of a Good Ad


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Online Ads As An Organizing Tool

Ads do not exist in a vacuum. They must work with theoverarching narrative and further the goals of thecampaign

Ads should drive to pages that will allow you tocapture your supporters

Be Strategic


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Questions To Ask Before Running An Ad

Why Are We Running This?

What Are Our Goals?

Who Do We Want To Target?

Where Do We Want To Run It?

Is There Any Added Benefit To Running This Ad?

When do you want to run the ads?

Be Strategic


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Coordinating The Campaign Can You Run Your Ad In Coordination With A

Major Event or Endorsement?

Be Strategic


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Increase Name ID

Respond To A Crisis

Find Supporters

Build Your Email List

Target A Politician

Target An Organization or Company

Persuasion

GOTV

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What Are Some Reasons To Run Ads?


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CTU Ads


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CTU Keywords


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Do it yourself!

If you decide to hire a consultant

Insist on timely ad reports

Request a list of placements

Check your conversion rates

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Dont Get Fleeced


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Michelle Bachmann Got Fleeced


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Ken Cuccinelli Is Being Fleeced


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Winning!


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This Is Sad


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Hilarious!


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Be Creative


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Star Trek Is Better Than Star Wars


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Ads About Me???


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QUESTIONS?

#1udigital training: online ads best practices

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