digital advertising: it's not just for marketing anymore
DESCRIPTION
Using the Google Ad network to advertise a big exhibit is obvious, but few organizations realize the importance of Google Grant (FREE advertising dollars!) and paid advertising to support ongoing membership and marketing efforts. We’ll discuss how Seattle Art Museum and Art Institute of Chicago have used digital advertising and new digital strategies to generate membership and ticketing revenue. Attendees will walk away with a list of actionable items that can be immediately implemented to benefit every department within their organization.TRANSCRIPT
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AMMC / Opportunities for Engagement in the Digital Age
Digital Advertising: It’s Not Just for Marketing Anymore
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AMMC / Opportunities for Engagement in the Digital Age
01. Google Grant
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AMMC / Opportunities for Engagement in the Digital Age
Google Grant: The Basics• Up to $10,000 month in free digital advertising!
• Limitations:– Maximum CPC of $2.00– Text ads only– Search network campaigns only
• An opportunity, not a solution – best done in conjunction with paid advertising
User Searches Keyword
Keyword Matches Ad
Ad Served to User
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
02. Paid Digital Advertising
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AMMC / Opportunities for Engagement in the Digital Age
Text Ad
Display Ads
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
Seattle Art Museum Great member benefits. Join now, get 2 months Free! onlineoffer.seattleartmuseum.org Members See Gauguin Free Get 2 months Free membership to Seattle Art Museum. Join today! onlineoffer.seattleartmuseum.org Gauguin & Polynesia SAM members enjoy great benefits. Join now, get 2 months Free! onlineoffer.seattleartmuseum.org
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AMMC / Opportunities for Engagement in the Digital Age
03. Remarketing
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
04. Cookie Targeting
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AMMC / Opportunities for Engagement in the Digital Age
Step 1: Data Input
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AMMC / Opportunities for Engagement in the Digital Age
Step 2: The Match
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AMMC / Opportunities for Engagement in the Digital Age
Step 3: Cookie Targeting
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AMMC / Opportunities for Engagement in the Digital Age
Direct Mail
Digital Ad
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AMMC / Opportunities for Engagement in the Digital Age
05. Microsites
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
06. Mobile Advertising
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
07. Social
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AMMC / Opportunities for Engagement in the Digital Age
Facebook Integrated Form
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
08. Light Box
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AMMC / Opportunities for Engagement in the Digital Age
Cyber Monday Light Box
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AMMC / Opportunities for Engagement in the Digital Age
09. Email
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AMMC / Opportunities for Engagement in the Digital Age
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AMMC / Opportunities for Engagement in the Digital Age
EmailEmail #1Sent:April 10, 2012Subject: Save over 20% on tickets - Gauguin and Polynesia
Email #1 – Sent January 24, 2012Subject: Special Savings: Gauguin and Polynesia
Email #1 – Sent January 24, 2012Subject: Special Savings: Gauguin and Polynesia
Email #2Sent:April 17, 2012Subject: Don’t let it pass you by
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AMMC / Opportunities for Engagement in the Digital Age
Questions?
Tiffany [email protected]
Anthony [email protected]
Tori [email protected]