![Page 1: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/1.jpg)
9/23/2011
![Page 2: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/2.jpg)
Collin Condray 16 years experience in web
development Web developer Programmer Retail data analysis for multi-
billion dollar companies (3M and Tyson)
Social media marketing Agency experience with
Collective Bias and Saatchi X Local speaker at University of
Arkansas, JBU, & Webster University
Director of Technology/Co-Owner Blue Zoo Creative
![Page 3: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/3.jpg)
Overview Strategy/Tactics
How they work
Best practices
Metrics
![Page 4: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/4.jpg)
Some Ad Terms Click Through Rate (CTR)
Cost Per Click (CPC)
Cost Per 1000 Impressions (CPM)
![Page 5: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/5.jpg)
Some Common Ad Terms Click Through Rate (CTR)
Measure of how much
interactivity there is with the ad
Good for driving traffic
Pay Per Click (PPC)
Cost Per Click (CPC)
![Page 6: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/6.jpg)
Some Ad Terms Cost Per 1000 Impressions
(CPM)
Pay Per Impression (PPI)
Good for spreading the word
![Page 7: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/7.jpg)
Other Terms Equivalent CPM (eCPM)
Useful for comparing performance between campaigns
Comparison items have different pricing
eCPM = (Total Earnings / Impressions ) x 1000
![Page 8: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/8.jpg)
![Page 9: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/9.jpg)
Ads increase likelihood of online actions
![Page 10: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/10.jpg)
Ads increase likelihood of online actions
![Page 11: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/11.jpg)
Online Ads - Strategy Are you trying to:
Drive sales of a product?
Generate leads for a service?
Send traffic to your site to monetize through ad clicks?
Increase awareness and buzz around your brand?
![Page 12: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/12.jpg)
Online Ads - ROI Sales, leads, and traffic are
easier to tie back into profit
Some integrated tools to help estimate ROI
Buzz is more nebulous but still important
![Page 13: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/13.jpg)
Online Ads - Tactical Increase brand awareness -
General ad
Advertise a specific product - Link directly to the page to buy this product
Promote a special event- Facebook or Eventbrite event
![Page 14: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/14.jpg)
Online Ads - Tactical Target a specific audience-
send a different message to this segment vs. your total customer base
Support current initiative-Create a special landing page with a this months special or coupon
![Page 15: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/15.jpg)
Online Ads - Tactical Advertise a seasonal product
like air conditioning, heating, sport seasons, or holidays.
Promote your blog or Facebook fan page to gain new followers.
![Page 16: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/16.jpg)
Not All Industries Are Equal
![Page 17: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/17.jpg)
![Page 18: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/18.jpg)
This section might
already be obsolete!
![Page 19: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/19.jpg)
Facebook Ads Ads showing up in the
side bar of almost all pages on Facebook
![Page 20: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/20.jpg)
Facebook Ads - Pros 750 Million users
Inexpensive
Targeted based on profile
![Page 21: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/21.jpg)
Facebook Ads - Cons Only shows up on Facebook
Low CTR
![Page 22: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/22.jpg)
Facebook Ad Anatomy Title/Link
Image
Body
Like
![Page 23: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/23.jpg)
Facebook Ads - Title Title
Defaults to Page title Can choose whatever you like Descriptive of promotional text
is better than just your business names
Link Website specifically designed
for Facebook visitors. Directly beneath the
Destination URL is a link to “advertise something I have on Facebook”
![Page 24: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/24.jpg)
Facebook Ads – Design Ads
Body Text.
Short advertisement
More than typical search engine advertising
Shorter text can prove more effective.
![Page 25: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/25.jpg)
Facebook Ads – Design Ads Image
One of the largest impacts on the ad
Need something to stand out
Logo not necessarily a good choice
![Page 26: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/26.jpg)
Facebook Ads – Design Ads Try to include using people,
something creative, or images that just “pop” when your eye crosses over them.
Picture is be small – it is only 110 x 80 pixels in size. Try iStockPhoto.com for quality photos if you don’t have your own.
![Page 27: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/27.jpg)
Facebook Ads –Target Audience Location
Demographic
Connections– Friends/Non-Friends of fan page
Likes
![Page 28: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/28.jpg)
Facebook Ads – Campaigns, Pricing and Scheduling
Campaign name
Daily budget
Schedule and length
![Page 29: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/29.jpg)
Best Practices Get to the point
Know when to fold ‘em
Use a cute animal as your image
![Page 30: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/30.jpg)
Facebook Ads - Testing A/B Testing
Title
Image
Body
![Page 31: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/31.jpg)
Facebook Ads - Analyze Facebook Insights
summarize results
Impressions
Clicks
CTR
PPC
Total spent
Demographics
![Page 32: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/32.jpg)
Extreme Targeting Create a Facebook Ad targeting those:
Who live in the United States Who live within 25 miles of Austin, TX Who are between the ages of 25 and 55 Who like advertising, advertising manager,
branding, ceo, community building, corporate recruiter, director marketing, director sales marketing, founder ceo, human resources, marketing coordinator, marketing director, marketing executive, vice president marketing, etc.
Who graduated from college
Cost: less than $5 day. Only need to run it for a few days
![Page 33: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/33.jpg)
Success How did the results tie
back into your strategy
Did web traffic increase?
Sales increase?
Did visitors to take a specific action such as signing up to your newsletter, attending an event, or becoming fans/followers?
![Page 35: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/35.jpg)
![Page 36: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/36.jpg)
Google Ads - Search Show up in search results
Sponsored links on top
Up to 5 ads in the side bar
![Page 37: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/37.jpg)
Google Ads – Content Network Code provided by Google
inserted into websites
Google shares the revenue with the site owner
Ads displayed are in context with the content of the site
![Page 38: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/38.jpg)
Google Ads-Other Image ads
YouTube video ads
Phone/Tablet specific
![Page 39: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/39.jpg)
Google Ads - Pros Pros
Higher CTR than Facebook
Shows up anywhere on the web where people have added AdWords
Targeted to keywords. Contextual to the sites it shows up on.
Can display on YouTube
Keyword based
![Page 40: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/40.jpg)
Google Ads - Cons Targeting is fuzzier
Higher complexity
![Page 41: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/41.jpg)
Google AdWords Get a Google account
Also gets you access to lots of other services (Gmail, Docs, Web Analytics etc.)
![Page 42: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/42.jpg)
Keyword Based Simple
Keyword1
Broad based
Keyword1 and Keyword2
Negative keywords
Keyword1 but not Keyword2
![Page 43: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/43.jpg)
Keyword Lists List keywords for each
campaign
Divide them into ad groups
![Page 44: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/44.jpg)
Getting Organized Account
Campaign
Ad Group
![Page 45: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/45.jpg)
Google Ads Anatomy Headline (25 characters)
Description 1 and 2 (35 characters)
Display URL (35 characters)
Destination URL (hidden)
![Page 46: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/46.jpg)
Other Targeting Factors Language
Demographics
![Page 47: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/47.jpg)
Ad Extensions Location
Product
Sitelinks
Call a phone number
![Page 48: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/48.jpg)
Ad Writing Tips Include prices, special offers,
and unique selling points
Use a strong call to action (Buy, Purchase, Call today, Order, Browse, Sign up, Get a quote)
Go to the most relevant page on your site.
![Page 49: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/49.jpg)
Keyword Do’s and Don’ts
![Page 50: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/50.jpg)
Google Ads - Testing A/B Testing
Title
Body
![Page 51: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/51.jpg)
Targeting Ads Think like your customers
Use the Google Keyword tools for related keywords
Include keywords in ad text
Use negative keywords
Check your site’s web analytics
![Page 52: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/52.jpg)
Review Performance Review performance often but
not too often.
After your ads have been running on these websites for a period of time you will be able to use these metrics to see which are the best performing sites for you.
Show networks and focus on the ones that work better
![Page 53: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/53.jpg)
Review Performance On the content network the most
important statistic to look at is the clickthrough rate (CTR).
CTR on the content network will typically be lower than for search.
You can then look at the possibility of individually managing your cost-per-click (CPC) for the top sites and focus more budget on them.
![Page 54: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/54.jpg)
Review Performance Check notification and
account alerts on the home page
Go to the “Campaigns” tab and set the time range
Review your keyword performance.
![Page 55: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/55.jpg)
Review Performance Review your ads
performance
Refine your keywords and ads
Finally, test new keywords and ads for your campaigns
![Page 56: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/56.jpg)
Success How did the results tie
back into your strategy
Did web traffic increase?
Sales increase?
Did visitors to take a specific action such as signing up to your newsletter or becoming fans/followers?
![Page 57: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/57.jpg)
Google AdWords Specific Metrics Clickthrough Rate (CTR)
Keyword Status-Eligible
Average Position out of 11 ads
First Page Bids-Are you spending enough
to get your ads on the front page
Quality Score-Google rewards relevant, quality advertising with a higher position on the search page and lower costs, so making sure your ads are high quality is really important.
![Page 58: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/58.jpg)
Extras Google Analytics
Conversion Tracking
![Page 60: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/60.jpg)
![Page 61: Digital Advertising for Small Business September 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081403/5551ca1fb4c905922b8b4c79/html5/thumbnails/61.jpg)
BlueZooCreative.com
Twitter.com/ccondray
9/23/2011