comfortlife marketing academy: online advertising
DESCRIPTION
Marketing and online advertising tips for schools and summer camps, with a specific angle of connecting with middle to upper income families. Learn about advertising online, in directories, bidding on google keywords and advertising via social media.TRANSCRIPT
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Online AdvertisingMay 2013Agnes Stawicki
#MktgAcademy @MktgAcademy
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Content Advertising Trends
Online Advertising Options Your website Directories Display Advertising Advertorials Search Advertising Social Media
Integrating Campaigns
Summary
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Advertising TrendsA changing landscape
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Trends in advertisingDigital shift:
The influence of Gen Y and Gen X
Access to data:
Insight based decisions
Focus on experience:
Engaging not broadcasting
Go where your
audience is
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Online AdvertisingThe home of your marketing message
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FIRST THINGS FIRST:
Before you start, make sure your website is functional and professional.
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Your website
Your digital home
Centre of all your marketing efforts
Before you start advertising: Working website Contact information Easy to find program info Call to action Search engine friendly
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Directory profiles
Put you in front of targeted eyeballs
Increase your online footprint
Provide legitimacy
Work for you 24/7
Generate quality leads
Backlinks to your website improve your organic SEO
Benefits
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How many visitors (new vs returning)?
How do visitors use the directory?
How will I be found in search results?
What modules are included (events, photos, videos) and are there any extra costs?
Do you offer tracking so I know how I’m doing?
How often can I change the content? Is help available?
Directory profiles
Buying Tips
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Increase your brand awareness
Keeps you top of mind
Encourages action
Provides ability to promote around timeframes and/or programs (Open House)
Display Advertising
Benefits
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Typically sold on a CPM (cost per thousand impressions).
If sold on a monthly basis, ask how many impressions you are guaranteed per month and compare that CPM.
Decrease your spend by targeting content pages and/or users by geographical area (IP address).
Determine your targeted CPM rate (audience quality).
Consider the ad size and page location (top, side, bottom).
Consider pageviews/visitor when buying impressions.
Buying Tips
Display Advertising
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Improve your organic SEO
Engage with your audience
Increase your online footprint
Share your brand story
Ignite emotion in readers
Motivate action
Advertorials
Benefits Sunrise Seniors Living Men’s Club
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Advertorials
Buying Tips
Typically sold on a per article basis
Determine how long the article will stay online
Ask about how many promotional views, and total views you can expect
Consider your target audience and compare targeted CPM rates
Include a ‘follow’ backlink to your website (for SEO)
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Target your most important keywords
Supplement keywords you do not rank well for
Drive new website visitors
Control your messaging
Give families searching for you an easy click
Search advertising
Benefits
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Search advertising
Buying Tips
Typically sold on a CPC (cost per click).
Decrease your spend by targeting keywords and geographical locations (IP address).
Add negative keywords so ads are not displayed to the wrong audience. (ex: jobs, photos, stats).
Focus on quality over quantity of clicks.
Rule: Your paid search bounce rate should be lower than your organic search bounce rate.
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Search advertising
Buying Tips
What’s a click worth?
Quality vs. quantity
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Follow your website visitors
Remind users to come back
Stay top of mind
Strengthen your brand
Remarketing
Benefits
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Remarketing
Buying Tips
Typically sold on a CPC (cost per click).
Decrease your spend by targeting content websites and geographical locations (IP address).
Focus on quality over quantity of clicks. Manage your website lists and narrow based on those that produce results.
Tag your website. Set a remarketing duration. Exclude your IP address. Set frequency caps.
You need a minimum of 100
unique visitors per list
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Social mediaOnline platforms that allow people to freely
connect to each other & to brands
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Facebook An engaged audience
Ad Options: Sponsored stories or Promoted Posts Facebook Page ads Facebook Event ads External Website ads
Target by: Fans and friends of fans Geographical location Age Interests, hobbies, keywords…
Benefits
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TwitterPeople are influenced by people like them and
by experts
Provides a social recommendation
Coming soon: Promoted tweets in search and timelines Promoted trends and hashtags Featured accounts to increase followers Geographical location targets
Benefits
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LinkedInProfessional network of target parents
Typically more expensive than Facebook and Google AdWords
Allow for video ads
Target by: Geographical location Business position Experience, associations, groups…
Benefits
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Social AdsBuild a social voice first
Keep people within the network
Test out various ad copy and photo use
Stop or modify campaigns if they are not performing
Invest in the networks that generate results for you
Make it easy for people to share
How to
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OverviewType Function
Your website Digital home for your business
Directories Target audience, generate leads, good for SEO
Display Branding, awareness, focus based campaigns
Advertorials Soft sell, provide legitimacy, good for SEO
Search Target audience, quick traffic
Social Social word of mouth referral, 2-way communication
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Online
Offline
Website
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Integrated MarketingYou can’t only be online
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Money shiftsPrint advertising losses outweighed digital ad gains
by 8 to 1 in the first three quarters of 2011
Google’s revenues were $4 billion greater than those of the entire newspaper industry in 2011
YET: 67% of online searches are driven by offline content. People search for what they
know.
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Multi-channel advertising
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Print Online Integration
Tracking
Promotion code Easy tracking tool
QR Code Quick response for mobile
Augmented reality Enhanced reality
Digimark Digital watermark
NFC Chip Android, Samsung phones
Landing page Webpage optimized for conversions
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The 140#mktgacademy
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Campaign Checklist
1. Website: If someone hears about you and searches for you, what comes up?
2. Inquiries: Does your team know about the new program/promotion?
3. Advertising: Who is my target audience and where are they (online)? How can I get my message in front of them?
4. Flow: Is my branding and message consistent? Is it easy?
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5 Tips to Online Advertising
1. Review your website: Is it working properly. Is it easy for visitors to connect with me? How quickly do we respond?
2. Make the most of your current ads: Add information to directories. Work with partners. Check your landing pages.
3. Analyze and test your ads: Set up ad variations and track conversions so you know what’s working.
4. Review your advertising campaign: Is it consistent? Does your brand & voice come through? Does it have an easy flow?
5. Target: Are you where your audience is? Review targeted CPM rates for each of your advertising partners. It is about increasing quality leads.
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Webinars
Checklists
Case Studies
Tip Sheets
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Online AdvertisingMay 2013 @MktgAcademy