Download - webAssist Online Advertising Seminar
![Page 1: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/1.jpg)
![Page 2: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/2.jpg)
Online and Social Media AdvertisingPositioning
![Page 3: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/3.jpg)
Today's Seminar
1. Why use online advertising?2. Why use social media?3. Intro to social media networks4. Classic Advertising5. Online Advertising6. How to advertise online effectively7. How to create a Google Ad8. How to create a Facebook Ad9. Best practice examples10. Where to go from here
![Page 4: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/4.jpg)
During the Seminar...
Take notes but don't just copy slides, we'll give you those after.
Ask questions. Interrupt if you need to. We can learn from each other.
Initial questions?
![Page 5: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/5.jpg)
So...Why advertise online or on social media?
![Page 6: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/6.jpg)
So...
Why use Social Media?
![Page 7: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/7.jpg)
So...
Why use Social Media?
![Page 8: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/8.jpg)
So...
Why use Social Media?
34% of Canadian businesses have won new business through social media networks (the global average was 40%)
28% of Canadian businesses have set aside a dedicated marketing budget to social media
60% of medium-sized Canadian companies and 34% of small companies won new customers through social media
![Page 9: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/9.jpg)
So...
Why use Social Media?
53% of respondents stated that “keeping in touch with business contacts” was the primary reason they use Social Media
51% said that they used it to organize, connect to and manage customer groups
94% say that brand building is currently the primary purpose for business social media usage
![Page 10: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/10.jpg)
Canadians are using Social Media
• 83% of Canadian Internet users have an account on Facebook
• 22% of Canadians over 60 use social networks
• 73% of Canadians under 30 use social networks
![Page 11: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/11.jpg)
Consider...
Should YOU be on Social Networks?
In London alone, on Facebook, there are:
343,680 people
* who live within 10 miles of London, ON * age 18 and older
Can you accurately calculate how many people see your current marketing and ads?
![Page 12: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/12.jpg)
The biggest social networks...
![Page 13: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/13.jpg)
The biggest social networks...
The largest social network in the world at 700 million users.
Brand Pages
Custom Pages
Targeted Advertising
![Page 14: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/14.jpg)
Why?
1. Hosted Photos/Content2. Contests3. Direct Ads4. Stationary, more website-like5. Gives people a place to link back to6. Lets people 'share' what they do
The biggest social networks...
![Page 15: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/15.jpg)
Instant, real time messages that can be seen by anyone
who “follows” you.
140 Character Limit.
130 Million Users.
.
.
The biggest social networks...
![Page 16: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/16.jpg)
Why?
1. Direct conversations2. Allows you to search out new clients3. Real-time = spending time4. Allows you to 'watch' competitors and market.
The biggest social networks...
![Page 17: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/17.jpg)
Why?
1. Corporate presence2. In-depth discussions in Groups3. Advertising for B2B
The biggest social networks...
![Page 18: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/18.jpg)
Everything Else(Foursquare, Gowalla, Places, Quora)
Why?
1. Online and Local Presence2. Marketing Dispersion3. Brand Awareness
The biggest social networks...
![Page 19: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/19.jpg)
The difference:Classic Advertising
![Page 20: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/20.jpg)
The difference:Classic Advertising
Classical Types of Advertising
RadioTVPrint (newspaper, magazine, flyer)Bus/TransitBillboards
![Page 21: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/21.jpg)
The difference:Classic Advertising
Reasons to use Classical Advertising
Gives something tangible (physical)Can be locally targetedHits a broad audience in one swoop
![Page 22: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/22.jpg)
The difference:Classic Advertising
Reasons NOT to use Classical Advertising
Print ads can be ignored/trashed (environmentally unfriendly)Need to advertise from multiple locationsif you want to hit multiple areasYour target market isn't every pair of eyes
![Page 23: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/23.jpg)
The difference:Classic Advertising
YellowPages:
Only 24% of respondents said “Yes” to the question, “Are yellow page phone books still relevant?”
![Page 24: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/24.jpg)
The difference:Classic Advertising
YellowPages:
Only about 10% of business owners use yellow page phone books more than once per month.
![Page 25: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/25.jpg)
The difference:Classic Advertising
YellowPages:
90% of business owners believe that less then 25% of their costumers find them through the yellow pages.
![Page 26: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/26.jpg)
The difference:Classic Advertising
YellowPages:
Only 11% plan to use it in the future
![Page 27: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/27.jpg)
The difference:Classic Advertising
Google:
One in every five searches on Google has a local intent.
![Page 28: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/28.jpg)
How do YOU find new products or
companies?
58 percent of people do online research before purchasing a particular product
![Page 29: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/29.jpg)
The difference:Online Advertising
![Page 30: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/30.jpg)
The difference:Online Advertising
Online Advertising Vehicles:
Facebook AdsGoogle AdsFoursquare Specials
![Page 31: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/31.jpg)
The difference:Online Advertising
Benefits:
Custom targetingTrackable (views, clicks)Cost effectiveInstant feedbackInstant changes
![Page 32: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/32.jpg)
The difference:Online Advertising
Custom Targeting
Facebook: by age, gender, location, likes
Google: by search terms
Foursquare: by location
![Page 33: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/33.jpg)
The difference:Online Advertising
Tracking
Ability to see sources-Which ad platform works the best
See how people go through the site
![Page 34: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/34.jpg)
The difference:Online Advertising
![Page 35: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/35.jpg)
The difference:Online Advertising
Cost Effective
Only pay per click1,000,000 impressions --> 34 clicks=paying for 34 clicks
Set a daily budget
![Page 36: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/36.jpg)
The difference:Online Advertising
Instant Feedback/Changes
No waiting for publishing times
No year-long ads
![Page 37: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/37.jpg)
How do...Online Ads Work Effectively
![Page 38: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/38.jpg)
How do...Online Ads Work Effectively
![Page 39: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/39.jpg)
How do...Online Ads Work Effectively
![Page 40: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/40.jpg)
How do...Online Ads Work Effectively
![Page 41: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/41.jpg)
How do...Online Ads Work Effectively
FourSquare
![Page 42: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/42.jpg)
How do...Online Ads Work Effectively
Ad Text
Use emotional words:'help, cause, life, money, family''new, important, you, love'
Use action words:'click here, time, now, get, free'
![Page 43: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/43.jpg)
How do...Online Ads Work Effectively
Images
Use images that are easy to recognize
Use images that trigger an emotion
Use images with people
![Page 44: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/44.jpg)
How do...Online Ads Work Effectively
Click vs No Click
Less tracking, better for budget
Branding is key
![Page 45: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/45.jpg)
How to...Create a Google Ad
![Page 46: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/46.jpg)
How to...Create a Google Ad
Key Points:
Website: google.com/adwords
Sign in with gmail or create account
Click “Reporting and Tools” then “Keyword Tool” to find relevant keywords.
Click “Campaigns, then below the blank graph “+ New Campaign” to start an ad.
Note: Reports are the button with a downward arrow and 1/2 box.
![Page 47: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/47.jpg)
Group Task:
Create a Google Ad for your company.
Details:25 characters for the title35 characters for the ad text x 2 lines
Bonus: List 10 key search terms to use
![Page 48: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/48.jpg)
How to...Create a Facebook Ad
![Page 49: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/49.jpg)
How to...Create a Facebook Ad
Key Points
Website: facebook.com/ads
Sign in, then 'Create Ad'(or if ads are created, click 'manage existing ads')
Be sure to uncheck 'Run Ad Continuously' to set dates.
To see current clicks/impressions, go to 'manage existing ads' then click on the campaign title.
![Page 50: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/50.jpg)
How...Companies are using ads
![Page 51: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/51.jpg)
How...
Companies are using ads
Martell Home Builders
Home builder from Moncton, NB (pop. 60,000)
![Page 52: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/52.jpg)
![Page 53: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/53.jpg)
![Page 54: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/54.jpg)
![Page 55: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/55.jpg)
![Page 56: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/56.jpg)
![Page 57: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/57.jpg)
How...
Companies are using ads
Local Companies
![Page 58: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/58.jpg)
Google Search: 'London Ontario Real Estate'
![Page 59: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/59.jpg)
![Page 60: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/60.jpg)
Where...To go from here
![Page 61: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/61.jpg)
Where...
To go from here
Research
Search your industry's keywords on Google (make a list of common words)
Load a Facebook page and refresh multiple times
![Page 62: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/62.jpg)
Where...
To go from here
Avoid False Promises
![Page 63: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/63.jpg)
Where...
To go from here
External vs Internal Management
Professional research and knowledge of key words and demographics
Cost effective at start up
Ability to alter ads based on analytics
![Page 64: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/64.jpg)
Where...
To go from here
Budgeting
Compare to other marketing streams: billboards, newspaper.
What is a visit to your website worth to you?
Daily budgets can be changed at any time.
![Page 65: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/65.jpg)
Where...
To go from here
Create an Ad!Ads are free to make.Cost only comes per click.Create multiple ads to see what works.
![Page 66: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/66.jpg)
![Page 67: webAssist Online Advertising Seminar](https://reader033.vdocument.in/reader033/viewer/2022052822/554e2666b4c9056b798b50c8/html5/thumbnails/67.jpg)