connecting your brand with customers using digital advertising platfoms
DESCRIPTION
"Connecting your Brand with Customers Using Digital Advertising Platfoms" by Brad Heagle. Presented at Cazarin Interactive's 2nd annual Cazarinfest (2014). www.cazarin.comTRANSCRIPT
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CONNECTING YOUR BRAND WITH CUSTOMERS
USING DIGITAL ADVERTISING PLATFORMS
B R A D H E A G L E
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INTRODUCTION
Reach: Make use of channels to spread the word about your brand.
Connect: Match what you do with your audience’s needs and interests.
Engage: Convert audience to customers.
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INTRODUCTION
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WHY DIGITAL AD PLATFORMS?
• Measurable
• Targeted
• Fast
• Cost Effective
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HOW TO CONNECT
• Sales funnel as we’ve known it is changing.
• Need to meet customers where they’re currently at in the sales process and build the relationship.
• The right message to the right market through the right medium.
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START WITH GOALS
• Leads?
• Sales?
• Build Audience?
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REACH OF GOOGLE
• 12 billion monthly searches
• 1.17 billion unique searchers
• Over 2 million websites in Google’s Display Network
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TYPES OF GOOGLE ADS
• Search
• Display
• Remarketing
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GOOGLE ADWORDS - SEARCH
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GOOGLE ADWORDS - SEARCH
• Text Ads only
• Cost per click (based upon auction)
• Optional site extensions
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GOOGLE ADWORDS - DISPLAY
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GOOGLE ADWORDS - DISPLAY
• Text, image, and video ads
• Cost per click or Cost per impression
• Targeting– Contextual
– Placements
– Interests
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GOOGLE ADWORDS - REMARKETING
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GOOGLE ADWORDS - REMARKETING
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GOOGLE ADWORDS - REMARKETING
• Create audiences based on visits to your website
• Can set frequency and time period
• Ads appear throughout Display Network
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REACH OF FACEBOOK
• 1.3 billion monthly active users
• 829 million daily active users
• 152 million daily active users in US & Canada
• Average user spends 21 minutes per day
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REACH OF FACEBOOK
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TYPES OF FACEBOOK ADS
• Build Audience
• Promote Content
• Website Visitors
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BUILD AUDIENCE
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PROMOTE CONTENT
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WEBSITE VISITORS
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TARGETING
• Demographics
– Age
– Gender
– Geo-targeting
• Psychographics
– Interest
– Behaviors
• Custom Audiences
• Retargeting
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• 255 million monthly active users
• 78% of users on mobile
• Promoted Tweets, Building Followers, Website Promotion
• Targeting Trends
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• 40 million monthly active users
• 80% Female
• Promoted Pins (Waiting List)
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• 200 million monthly active users
• Focusing on Pictures and Video
• Rising among younger demographic
• Ad platform – slowly introducing
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CONCLUSION
• Define Goals
• Connect ads with the right message, to the right market, through the right medium
• Test, Measure, Refine