successful online advertising

Successful Online AdvertisingPrint Efficiently 2014

How to build a brand and sell through the web with online advertising.

Who Am I?

John McElborough• MD of Inbound360 – an online

advertising agency based in Sussex

• Certified AdWords Professional & Google Partner

• 10 years experience with advertising online

• Working with a number of printing companies across the UK

Email: john@inbound360.com Twitter: @johnmcelboroughPhone: 07809 887424

Types of Online Advertising

Display Advertising

Display Advertising

Pro’s & Con’s

Good for:

• Building brand awareness• Location and site

targeting• Pay per click pricing

available

But some issues:

• Doesn’t drive sales• Hard to quantify value• Many users will ignore• Lack of quality, relevant

websites in your sector

Complicated Technology

http://www.adexchanger.com/venture-capital/ecosystem-map-luma-partners-kawaja/

Google Display Network - Simple

Fastest growing area of ad spend

Social Media Advertising

Best Practice For Social Ads

• People on social sites aren't looking to buy products

• Don't interrupt the users flow • Instead promote content that your customers

(past or future) might be interested in– Turn customers into brand advocates– Convert prospective customers into warm leads

For example you could promote:

• How to articles• News stories• Blog posts• Whitepapers• Case studies• Special offers• Product/ service

launches

LinkedIn Advertising

Search Engine Advertising (AKA PPC)

Search Engine Advertising (AKA PPC)

The Benefits Of PPC

• You only pay when someone clicks on your ad and visits your website

• You pay nothing for your ads and your brand to be shown in search engine results pages (SERPs)

• You control spend and can easily track your return on investment

How Do Your Customers Search?

PPC Advertising Best Practice

• Advertise to searchers at different stages of the buying cycle

• Different types of keywords will have different values – set your bids accordingly

• Track your results – how many sales, emails, phone calls have each keyword and ad generated?

Retargeting

98%* of visitors won’t buy on their first visit to your website*or more

How it Works

Retargeting in practice

Key Takeaways

• Start small & concentrate on getting the right people to your site. – Not just the most people.

• Use a combination of channels to attract customers at different stages. – Don’t rely too heavily on one channel.

• Start by understanding the types of people you want to attract. – Then work out how to reach them online.

Thank you!

Slides at inbound360.com/blog

Email me: john@inbound360.com