digital advertising: ad mobs, facebook, twitter
DESCRIPTION
We’ve all heard this term “digital marketing,” and we may understand parts of it, but many marketers may be asking the question, “How do I get started?” You’ve got an email program and a company Facebook page, but how do you go from there? Or perhaps you have neither of these, and you’re just going with digital marketing. I’ll go over some of the basics of getting started with a digital marketing program, and how it all revolves around email. In this work session, we will: Define the target audience Who are you looking to sell to? Where do they “hang out” online? Which social platforms are they using? How do they search for products and services online? Choose the best platform to reach your audience, Between the various social media, search engines, display advertising and direct email marketing options, there are many ways effectively reach your market online. Measure and adapt Review the best methods for measuring the effectiveness of your campaign Discover the value of adapting and changing.TRANSCRIPT
DIGITAL ADVERTISING: AD MOBS, FACEBOOK, TWITTERBRIAN HUONKER
Linkedin.com/in/bkhuonker/Facebook.com/Designs.By.BrianTwitter.com/[email protected]
WHERE YOU CONTACT ME
Define the target audience Who are you looking to sell to? Where do they “hang out” online? Which social platforms are they using? How do they search for products and services online?
Choose the best platform to reach your audience Between the various social media, search engines, display
advertising and direct email marketing options, there are many ways effectively reach your market online.
Measure and adapt Review the best methods for measuring the effectiveness of your
campaign Discover the value of adapting and changing.
HERE’S WHAT THE SESSION WILL COVER
DEFINE THE TARGET AUDIENCE
Google, Yahoo!, Bing, Amazon and many other players have created networks and exchanges that place display ads on millions of websites.
The networks offer lots of ad availability by topic.The networks also target consumers based on
educated guesses about their age interests and location based on the sites they visit online purchases other online actions recorded by cookies
So advertisers might buy ad inventory on any website just aimed at gardeners or homeowners in a ZIP code.
DEFINE THE TARGET AUDIENCE
Who Who are your current customers? Who do you want to buy your products and services? Who are you marketing to now?
What What are your customers’ backgrounds? What do they buy?
When When do consumers buy your products? When do consumers interact with your brand now?
DEFINE THE TARGET AUDIENCE
Where Where do your customers live? Where did they discover you online?
Why Why do they buy? Why do they buy from your competitors?
DEFINE THE TARGET AUDIENCE
From those questions Develop a online persona. Allows you to develop a “template” on
how you would craft a specific message to attract that audience categorize them according to their needs, their buying behavior, their online responses, or any other pertinent data you would want them to sort with.
Be an online stalker (social monitoring) People reveal themselves publicly in cyberspace
activities they participate in content pieces they like and comment on things that they buy online
DEFINE THE TARGET AUDIENCE
Let’s do this @Midwest? Or do we have a volunteer from the audience?
DEFINE THE TARGET AUDIENCE
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
Facebook Ads You can choose the
audience by using filters, Target based on interests,
demography and geography Target based on friends of
those currently engaged
Located in the right rail Pay-per-click (auction) or
pay for number of views More of a traditional
“banner” ad
Facebook Promoted Post You can choose the
audience by using filters (not as robust), Target based on interests,
demography and geography Target based on friends of
those currently engaged
Designed to push your content to more of your fans who would not organically see your content
In the wall feed Pay for number of views Only as effective as the
content you promote
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
http://Facebook.com
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
Twitter ads are best for a few common marketing objectives, including: Promotions: Recommended for time sensitive events with a sense
of urgency. Twitter users are following brands to get information on discounts and free stuff.
Brand awareness: Allow advertisers exposure to potentially new audience
Followers: Pay-per-follow to grow the follower base and leverage this audience for future promotions and dialogue.
Promote content: As part of a overall content marketing strategy.
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
Twitter: Promoted Account Increase the number
of relevant followers to a Twitter profile.
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
Twitter: Promoted TweetsAppear directly in the
timeline among non-paid tweets.
Specific tweets can be changed anytime.
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
Twitter: Promoted TrendsFeatured next to the
users timelineAds appear at the top
of the trending topics list.
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
Ad TargetingTargeting varies
slightly per the ad format
Granular and behavior driven
InterestsFollowersKeywordsTelevisionDevices or platformsGeographyGenderTailored audiences:
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
http://Twitter.com
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
LinkedIn Sponsored UpdatesThis content should
be snackablehelpful, engaging require limited context
about your business
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
http://l inkedin.com
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
Google AdwordsReach people at the
precise moment they’re searching for what you offer
Control your budgetSee exactly what's
working in your ad, and build on it
Measure the impact of your ad.
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
http://www.google.com/adwords/
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
Google Adwords (DFP Small Business)Make money by
placing ads on your site
Show ads that interest your users
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
Google AdMobs
CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE
https://www.google.com/adsense/apphttps://www.google.com/ads/admob/index.html
MEASURE AND ADAPT
Here are the key statistics to watch: Your average daily and monthly campaign spend Your average impression share and coverage, i.e., the percentage
of search engine users who are seeing your ads (also known as reach)
The number of visitors (clicks) you typically receive on both a daily and monthly basis
Your average clickthrough rate, or CTR, meaning the percentage of people who see your ads and actually click them
Your average conversion rate, or the percentage of visitors to your site who buy from you
Your spend relative to your competitors' (optional, but highly recommended)
QUESTIONS