Advertising OnlineWhere, When, How and Who to Target

with Google, Facebook, and LinkedIn

Who am I?

Elijah LitscherChief Digital Strategist and OwnerThe Loop Marketing Inc

• 10 years of experience in developing successful programs for businesses

• Certified Google Agency Partner• Manage between a quarter and half million dollars of advertising

budget for small business clients each year

About you?

Terminology / Features• Pay per Click• Pay per Impression• Cost per Action• Cost per Conversion / Lead• Cost per Acquisition• Click Through Rate• Quality Score

• Remarketing• Native Advertising• Google Analytics• Landing Pages• A/B Testing• Attribution• Call to Action

Ad ImpressionsOrganic Search

ImpressionsAd Clicks

Organic TrafficRemarketing Ad ClicksWebsite Data (time on

site, pages)Phone Calls

Emails / Form SendsLead Quality

Lead Nurturing – Follow Up

Feedback!

Awareness

Interest

Decision

Action

?

Funnel and KPIs

How to Determine Budget• ROI, ROI, ROI – Find positive ROI and then find the saturation level• Look at cost per day vs. clicks to make sure your budget has a chance

Overview: Google“Some say Google is God. Others say Google is Satan. But is they think Google is too powerful, remember that with search engines – unlike other companies – all it takes is a single click to go to another search engine.” – Sergey Brin, Google Co-Founder

Google Search Results

Google Pro Tips• Do thorough keyword research• Do not accept the Google Default account settings!• Use sitelinks• Experiment plenty, take chances• Track everything

Overview: Facebook“Facebook was not originally created to be a company. It was built to accomplish a social mission - to make the world more open and connected.”– Mark Zuckerberg, Facebook Founder

Facebook Ad Types• Lots of different types of ads

(boost, mobile, desktop, right column)

• App engagement• Brand awareness• Website Clicks• Web Conversions• Event Responses

• Lead Generation• Offers and Coupons• Page Likes• Video Views• Local awareness (great for restaurants and

“stop by” type places)

Facebook Pro Tips• Promoted images cannot have more than 20% text – save the image for impact

and give details in the post text• Don’t forget Call to Action!• Change page to be visible only to those in the US• Pay close attention to reviews and reply to messages quickly (use the phone

Pages app)• If current customers “like” your page, you can effectively target their friends• Beware changes!

Overview: LinkedIn“Social networks do best when they tap into one of the seven deadly sins. Facebook is ego. Zynga is sloth. LinkedIn is greed.” – Reid Hoffman, Co-Founder of LinkedIn

LinkedIn Ad Types• Sponsored Content – Native Ads• Sponsored InMail• Dynamic Ads• Display Ads• Text Ads

Why no others?

Why not display?• Average click through rate is only 0.06%• Only 2.8% of participants thought that ads on a

website were relevant• About 50% of clicks on display ads are accidental• 198 million active Ad Blocker users worldwide

Pro Tips

• Asking for contact information can turn a visitor into a prospect. Ask for the minimum.• Use Remarketing.• Internet traffic in general dips severely late at night and on the weekends. Plan accordingly.• Control your budget for seasonal spikes.• Avoid the temptation to send visitors directly to the home page. Create a landing page that does SOMETHING.• Do A / B testing• Bid aggressively and frontload your budget when you are starting a campaign

Targeting Customers

• Keyword• Geography• Day of Week• Time of Day• Device• Language• Retargeting

• CUSTOM AUDIENCES• Geography• “Interest” – Self identified by

what they “like” and “follow” on Facebook

• Basic Demographics - Age, Gender

• Advanced Demographics • Income / Net Worth• Children• Property Ownership• Vehicle Ownership• Recent Home• Etc

• Language

GeographyAge, GenderCompany NameCompany SizeJob titleSeniorityIndustry / SkillsSchool / DegreeMember GroupsMember Personas

When to Use?

Local Retail

• Search Ads Targeted by Local Geography

• Most successful – advertise type of business not by category or product (i.e. “sporting goods store” vs. “sporting goods” or “basketball hoop”)

• Not recommended to advertise each product if you have hundreds of them

• If you aren’t very price competitive, you may want to skip individual products

• Make sure all of your business location information is correct!!

• Post pictures of unique products in unique settings, welcoming pictures of inside the store, pictures of local business owners, etc

• Target posts by Geography and by interests / demographics

• DEFINTELY promote sales – feature hot items

May only be applicable in certain cases

Local Service

• Google’s “bread and butter”• Search Ads Targeted by Local

Geography• May be relatively low “real”

competition• In ads, include differentiators

such as “24 hour service”• If you mainly schedule

business through the phone, schedule ads during business hours*

• Facebook is trying to increase their impact here

• Reviews are more important for service businesses than retail

• To keep top of mind, a service strategy might be to get exposure over time by promoting “how to” videos, project profiles, etc – but if people don’t convert directly from the call-to-action it may be hard to calculate ROI

If the service has a long sales cycle or is high ticket, it may make sense to promote content over time to increase authority and brand activation

National Ecommerce

• Use for direct conversion• Google Shopping places similar

products next to each other for direct comparisons – needs to be done through the Merchant Center

• Price and free shipping are what 90% of customers use to make decisions

• Reviews are extremely important! Bad reviews can shutter businesses.

• Use for brand building and direct conversion

• Can cover the entire country with very specific targeting relatively cheaply to maximize budget effectiveness

• Great for NEW products and innovations that people aren’t shopping for yet

• Create contests and giveaways for exposure and engagement

Not particularly effective except in rare cases

Business to Business

• Search is effective for those researching new vendors, suppliers, or partners

• Landing page in most cases should include a “mousetrap” that collects information in exchange for something valuable, such as a white paper. Your sales team will love these leads!

• Many times keywords can be inexpensive because they are obscure – sometimes not

• Less effective in most cases – targeting isn’t as employment centered

• Very effective! This is where this platform shines

• Directly target decision makers in your industry with text ads or promoted posts

• Avoid promoting posts on weekends or evenings

Non Profits

• Very difficult to fundraise directly

• Can be useful in finding volunteers or people to help

• People love causes – ask them to share!

• Tell stories and share them• Always add your call-to-action• Can be very effective in

fundraising and can create an element of virality to add an exponent on your ROI

• Time promotions with end of tax year or around events

May be leveraged well if targeting organizational support and the right decision makers are targeted

Mobile Advertising

• Less search results and less ads• Ads should also be shorter• The future for Google is in

local mobile search• Google is rolling out ads for

mobile map searches• 1/3rd of all CPG searches

originate from a smartphone• ZMOT

• Local Awareness Ads – CTA can be “get directions”

• Short and Sweet!• Videos can be eye catching• Beware false metrics

LinkedIn has its own native app

IT IS 2016, YOUR COMPANY BETTER HAVE A MOBILE READY WEBSITE!

Measuring SuccessExercise – Create your funnel

Ad ImpressionsOrganic Search

ImpressionsAd Clicks

Organic TrafficRemarketing Ad ClicksWebsite Data (time on

site, pages)Phone Calls

Emails / Form SendsLead Quality

Lead Nurturing – Follow Up

Feedback!

Awareness

Interest

Decision

Action

?

Funnel and KPIs

Measuring Success• Tools:• Call Tracking• Receptionist Cards• Customer Surveys• Google Analytics• Advanced Analytics

THANK YOU! Questions?