is online advertising right for you
DESCRIPTION
A look at the various online advertising options available to businesses regardless of budget. Broken up into three sections, we cover everything from Facebook business pages and online local listings to PPC campaigns and direct buy advertising. This presentation was originally delivered at the Hawthorne Hotel in Salem, MA on March 25, 2014 as part of Salem State's Enterprise Center business workshop series. Originally presented by Tom Stirling, Brian Hanna and Chris Paganelli, employees of Stirling Technologies, a Wincester, MA based web consulting and web design firm.TRANSCRIPT
![Page 1: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/1.jpg)
Is Online Advertising Right For You?March 25, 2014
![Page 2: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/2.jpg)
Who We Are
![Page 3: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/3.jpg)
Today You Will Learn How To:
1. Use free or low-cost online advertising & marketing outlets to establish a basic web presence
2. Use more advanced strategies to target potential clients and drum up leads
3. Engage in paid online advertising in various forms and evaluate the ROI of each type
![Page 4: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/4.jpg)
Section I:Free & Low-Cost Online Exposure
![Page 5: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/5.jpg)
Benefits
• Virtual Real Estate• Easier for potential and current customers/clients
to find and contact you– IF they’re already looking for you
• Inbound links– IF you already have a website
• Most importantly: Unlike in the real world, the internet provides more free & low-cost advertising options that have potential to actually generate leads
![Page 6: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/6.jpg)
Virtual Real Estate
![Page 7: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/7.jpg)
Easier To Find and Contact You
![Page 8: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/8.jpg)
INBOUND LINKS TOYOUR WEBSITE
![Page 9: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/9.jpg)
Audience Questions
![Page 10: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/10.jpg)
Does anyone not know the difference between a Facebookbusiness/fan page and a profile?
![Page 11: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/11.jpg)
Who has a personal Facebook profile?
![Page 12: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/12.jpg)
Of those people, who uses it to interact with brands and
businesses?
![Page 13: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/13.jpg)
Now, who has a brand page for their business?
![Page 14: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/14.jpg)
Of those people, has it ever produced any leads? If so, tell us!
![Page 15: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/15.jpg)
![Page 16: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/16.jpg)
• A Facebook business or brand page is the easiest way to get your business on social media
• Facebook is the largest social network for all age groups – your potential clients are certainly on it, no matter who they are
• But… does “social currency” produce leads?
![Page 17: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/17.jpg)
Facebook Pages: Are They For You?
• Facebook pages are best for businesses that:– Want to have an easy and interactive way to stay in
touch with their more social customers
– Want to take control of their brand reputation on the web and in the social sphere
• However:– If you don’t have time to manage a page, claiming
your FB real estate may not be enough
– Don’t expect leads to come walking in through the door because of your page
![Page 18: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/18.jpg)
Audience Exercise
Write down 3-5 “tweets” of approximately 10 words in length that you think would be interesting for your followers.
Include a call-to-action in at least one of them.
Exercise:
![Page 19: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/19.jpg)
![Page 20: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/20.jpg)
Twitter & LinkedIn
• Little value as a home for your business on the web… the value comes from networking
• Interacting with colleagues, other local or industry businesses or potential clients shows your technological savvy and can be a powerful tool for forging digital connections
• Best for anyone who knows how to reap the benefits of networking in real life and wants to apply similar skills in the digital space
![Page 21: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/21.jpg)
Video Marketing
![Page 22: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/22.jpg)
& Online Video
• Offers the ability for anyone on the internet to “e-meet” you and gives you the opportunity to show, not just tell, what makes your business great
• Any properly framed video makes its protagonist out to be the expert
• Videos are some of the most viral and frequently shared forms of online media
![Page 23: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/23.jpg)
Audience Questions
• Who has ever used Yelp to find a business?
• Who has ever written a review on Yelp?
• What about Tripadvisor?
![Page 24: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/24.jpg)
• Facebook’s counterparts for review sites – wide usage across all demographics and age ranges
• If you have a local or B2C business, you need to be on Yelp, or your competitor could be outshining you
• People trust peer reviews more than any traditional form of advertising
• Not for the feint of heart – negative and harsh criticism is common
&
![Page 25: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/25.jpg)
Google+ & Google+ Local
• Google and Google+ may have lost the social media war, but they are still the world’s largest search engine
• Google rewards participation in their ecosystem in search listing gold!
• Remember “virtual real estate”?
![Page 26: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/26.jpg)
Getting Started
![Page 27: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/27.jpg)
So would 50% more Google users! How’s that for a free ad?
“Rich snippets”
![Page 28: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/28.jpg)
“Vir
tual
rea
l est
ate”
in a
ctio
n
![Page 29: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/29.jpg)
&
• Visual and consumer-driven services that have little value for B2B businesses
• Great for graphic designers, artists, interior designers, merchandisers or apparel companies, retail stores, etc.
• Rare that leads will ever come through Instagram or Pinterest
• Beware: only for the socially savvy
![Page 30: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/30.jpg)
Audience Exercise
Think of two relevant topics that you could write 300-500 words about relating to your industry or business category.
Think specifically and current – something that would appeal to a potential or current customer
Exercise:
![Page 31: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/31.jpg)
![Page 32: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/32.jpg)
Guest Blogging
• Like video, offers a great chance for you to offer your knowledge and expertise to the web
• Your blogs can be shared on all your social media channels and with your email list
• Helps forge relationships with online publications and journalists in your industry
• Best for a business that doesn’t have a blog that is looking to get their name out there while contributing their knowledge
![Page 33: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/33.jpg)
So what does it all mean?
![Page 34: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/34.jpg)
Is this kind of advertising right for me?
• Free or low-cost exposure on the web can be time consuming, but it’s worth the effort
• You won’t find a better deal on basic marketing
• If you’re not making your presence known, you can bet your competitors are
• But, none of these ideas could guarantee or draw new business, unless you’re very lucky or in the right industry
• Is it right for your business? Absolutely.
![Page 35: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/35.jpg)
Questions
![Page 36: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/36.jpg)
Section II:Getting Found On The Web
![Page 37: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/37.jpg)
Comments/Questions?
![Page 38: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/38.jpg)
What We Will Learn
1. How to build your search ranking and get that phone to ring!
2. Create a web presence that is engaging and will convert potential leads to prospects
3. How to interact with these prospects to make them customers
![Page 39: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/39.jpg)
Who Has A Website?
Are you concerned with getting more traffic? More leads? More business? More Opportunities?
![Page 40: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/40.jpg)
Websites
• At its most basic it’s a business card on the web but it can be so much more!– A revenue tool (the phone
book on steroids)– Control over how your brand
is represented on the web– Portal to your other web
properties– Marketing Tool for email
collection
![Page 41: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/41.jpg)
How Does It Become Advertising?
![Page 42: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/42.jpg)
How Does It Become Advertising?
#1 mistake everyone makes on the web?
• Failure to market your website:
– Your website can be a tool that helps you sell to new customers, but you have to optimize it for more than your business name, or a list of services
– Search Engine Optimization drives traffic to you but you need to know the 3 principals of SEO.
![Page 43: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/43.jpg)
3 Principals of SEO
If I have to explain SEO in 3 simple components:
• Keyword Density
• Keyword Relevance
• Keyword Proximity
![Page 44: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/44.jpg)
What Is SEO?
• Search Engine Optimization is the process of affecting the visibility of a website in a search engine’s “organic” search results– Being on the front page
of Google for search is like having a shop on main street in the downtown!
![Page 45: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/45.jpg)
Where & How?
• On your website using meta tags and descriptions, keywords and within your content
• Content Is King
• SEO can have differing levels of success depending on a couple of factors:
– Avoid “Black Hat” SEO techniques
– Platform site is built on
– Amount and quality of content
– Regularity of updates
![Page 46: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/46.jpg)
Some SEO No No’s
• Don’t try to play to Search Engines
– Duplicate Content
– Poor writing
– Link Farms
– Spamming with keywords and terms
– Hiding text and keywords
– Dirty URLs
![Page 47: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/47.jpg)
Some SEO No No’s
• Don’t assume your SEO firm is doing it correctly
– Make sure you have a plan in place and understand what they are targeting
– We see SEO tactics used by other companies all the time that actually hurt your result
![Page 48: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/48.jpg)
Not All Platforms Created Equal
• Older sites or those build in platforms like WIX, 1&1, Web.com, GoDaddy Website Tonight were never designed with SEO in mind and are limiting.
• Wordpress is the #1 recommend platform for SEO because its engineered with blogging in mind and its FREE to download.– Why is blogging the best way to drive
traffic to your site?
vs.
![Page 49: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/49.jpg)
Blogging
Why Blogs allow you to put content out there that sells you:
• Blogs only grow in value
• Share free advice & white papers in exchange for leads
• Nearly 40% of companies use blogs for marketing
• Blog articles influence customer purchases
• Companies with >51 articles experience an average of 77% increase in monthly leads
Source: ramarketing.com
![Page 50: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/50.jpg)
How do I Blog Effectively?
Blogging gets you leads, but you need to know what bait to use:
• Get ideas from audience on social media
• Answer common questions
• Find trending topics
• Do it consistently
• Keep it short and sweet
Source: ramarketing.com
![Page 51: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/51.jpg)
Turn Visitors Into Conversions
• You’ve optimized your site and driving traffic organic traffic through search engines… now what?
• A conversion is taking a website visitor and turning them into a potential client, customer, subscriber, webinar attendee – whatever the conversion goal for your business is
• Do you know what your conversion goal (and rate) is?
![Page 52: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/52.jpg)
Conversion Optimization
These strategies can help you convert a visitor into a potential customer:
• Creates Trust & Affinity
• Calls To Action
• Quick Contact Form
• Video & Imagery
• Testimonials
• Case Studies
• Logos & Press
![Page 53: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/53.jpg)
Conversion Optimization
My Big 3 For Conversion:
• Video: introduce who you are and why to buy from you.
• Testimonials: Use these to help sell your product.
• CTA: Make it easy to get in touch!
![Page 54: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/54.jpg)
![Page 55: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/55.jpg)
Audience Exercise
You are in an elevator and the person next to you asks what your business does and what makes it unique. You only have
30 seconds till you reach the next floor. What do you say?
If you don’t have a business, make one up!
Exercise:
![Page 56: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/56.jpg)
![Page 57: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/57.jpg)
![Page 58: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/58.jpg)
Landing Pages
Allow you to target exactly what you are looking for in a new customer!
• Offer specials that are not on your website
• Be as specific as possible
• Focus on quick calls to action and conversion
• Give away FREE stuff!– ebooks, or whitepapers
![Page 59: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/59.jpg)
User Engagement
Make people stick around:
• Improve headlines (page titles) focusing on special benefits rather than features
• Make it easy for people to connect with you via email capture forms (build list)
• Update site with mobile friendly pages and forms!
![Page 60: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/60.jpg)
User Engagement
Make people stick around:
• Test how people will interact with your site and gage ease of use with UserTesting.com
• Get feedback with UserVoice
• Monitor Analytics and bounce rate to create pages that rock
• Speed up your website (hosting)
![Page 61: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/61.jpg)
Recap
The Road Map:• SEO gets them there• Once we get them to your site the goal is
conversion from leads to prospects• Now lets keep these prospects engaged so that
they become customersTakeaway: • Whereas an ad is static, the process of acquiring
and converting customers on the web is an interactive one
![Page 62: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/62.jpg)
Is this kind of advertising right for me?
• Investing in a website that is setup for success should be a priority of any business owner’s agenda
• Spend the time to learn who your target customer is and speak to them directly
• Create content that has value for current and potential customers alike
• People are searching online for products and services every day, now is the time to seize the opportunity and stay ahead of your competitors by taking active action today
• If you have a product or a service the answer is YES!
![Page 63: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/63.jpg)
Section III:Paid Online Advertising
![Page 64: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/64.jpg)
Intro to Online Advertising
![Page 65: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/65.jpg)
What We’ll Learn Today
Which online advertising
services are right for me?
What are some pros and cons of each?
Can I manage it on
my own?
![Page 66: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/66.jpg)
Paid Internet Advertising
![Page 67: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/67.jpg)
Is Online Advertising Right For You?
![Page 68: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/68.jpg)
Advertising
![Page 69: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/69.jpg)
Newsfeed AdsMobile
Desktop
![Page 70: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/70.jpg)
Why Facebook Ads?
• Use ads in a variety of ways
– Garner likes
– Increase Social influence
– Promote event ticket sales
– Develop brand awareness
– Generate contest entries
– Direct users to your website
– Promote product launch
![Page 71: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/71.jpg)
Sponsored Stories
• It’s all about trust (your friends like it, so you might!)
• Option to use your voice or your customer’s voice
![Page 72: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/72.jpg)
Exercise
Think about the people and/or audience you want to reach. 1. What kind of traits does your target audience share?2. Identify key customer segments (geo, age, gender, etc).
![Page 73: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/73.jpg)
Targeting
• People volunteer a lot of data on interests, their life– Zip codes– Family members– Workplace– Relationships– Partner interests– Socioeconomic status
• Extensive control over who sees ad
• Detailed reporting and insight on customers
![Page 74: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/74.jpg)
Ease of Use
• Creative genius not required
• Ad equality
• Low minimum spend
![Page 75: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/75.jpg)
Video Advertising
![Page 76: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/76.jpg)
76
Who has uploaded a video?
76
![Page 77: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/77.jpg)
77
YouTube Ad Facts
• 75% of online video viewers interacted with video ad this month
• Avg. 20% increase in traffic to your website when running video ads
• Reaches more U.S. adults than any cable network
77
![Page 78: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/78.jpg)
78
Placement
78
![Page 79: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/79.jpg)
79
TrueView
• Only pay when people watch entire ad
79
![Page 80: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/80.jpg)
Advertising
8080
![Page 81: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/81.jpg)
81
Found a Business on Yelp?
81
![Page 82: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/82.jpg)
82
Yelp Ad Facts
• Remove competitor ads• Places your ad on competing nearby businesses• Can provide professional videography• Unlimited listing photos to showcase you• Serve different ads on different platforms (Mobile,
Desktop)• Average campaigns range $300 - $2,200 per month
82
![Page 83: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/83.jpg)
Pay Per Click
8383
![Page 84: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/84.jpg)
84
A Few Myths
84
![Page 85: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/85.jpg)
85
Did You Know
• ‘Insurance’ bids avg. $55 per click on Google!
• 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused
• The top ad position can achieve 6%+ CTR
85
![Page 86: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/86.jpg)
86 86
![Page 87: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/87.jpg)
87
YouTube Example
87
![Page 88: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/88.jpg)
88
High ROI
• If done correctly PPC can provide you with a huge return on investment:
– Takes time, skill, vigilance
– Google Partners training and testing
• Well run campaigns can return $2 for every $1of spend
88
![Page 89: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/89.jpg)
8989
![Page 90: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/90.jpg)
90
Put It On Display
• Place custom ads on relevant websites
• Retargeting vs. remarketing
• Stand out from the crowd
90
![Page 91: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/91.jpg)
![Page 92: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/92.jpg)
92
Where Will I Show Up?
• Place custom ads on relevant websites
• Retargeting vs. remarketing
• Quality affiliate websites
• Areas on the web that maximize clicks
• Influenced in part by user browsing history
92
![Page 93: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/93.jpg)
Direct Ad Buys
9393
![Page 94: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/94.jpg)
94
Bulk Purchasing vs Bidding
• Fixed or variable cost per thousand impressions (ad views)
• Manual (direct buy) vs technological approach (eCPM)
• ‘Premium’ placement
94
VS.
![Page 95: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/95.jpg)
& Local Deals
9595
![Page 96: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/96.jpg)
Local Deals By the #’s
• 650,000 merchants featured on Groupon to date
• 200+ million Grouponemail subscribers
• Local deal users spend 45% more than average U.S. online consumer
9696
![Page 97: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/97.jpg)
Opportunity
Pros
• Attracts high volume of consumers
• Advertises your business
• It helps move inventory
• It builds relationships
• It generates incremental revenue
Cons
• Deals attract low-end bargain seekers
• May impact perception of the brand
• May not generate repeat customers
• Deals may not turn profitable
9797
![Page 98: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/98.jpg)
Recap
AdType
Facebook YouTube Yelp Pay Per Click
OnlineDisplay
Direct Ad Buy
Groupon& Local
Cost As low as $5 / day
Varies based on production & CPC
$300 -$2,200 average per month
$1.00 -$55.00+ per click
Varies based on placement
Minimum$10,000 spend
Varies by business and offer type
Ease of Use (1 easy to 5 hard)
2 2 or 3 1 4 4 5 2
9898
![Page 99: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/99.jpg)
Q & A
![Page 100: Is Online Advertising Right For You](https://reader033.vdocument.in/reader033/viewer/2022060121/55941a361a28abfc2b8b45a6/html5/thumbnails/100.jpg)