Online Advertising with Adwords and Facebook

Dan BelhassengreatBIGnews.comModern Earth Inc.

About your presenter

• Dan Belhassen– Founder and President of Modern Earth Inc., an Internet

technology company

– Website creators, online software developers, search engine consultants, elearning specialists, mobile developers, new media marketing specialists

– Find me in my booth if you want to follow up

– Presentation available at http://modernearth.net/lern2012

Traditional Online Advertising

• Banners

• Downsides– No self service– Typically cost per thousand impressions (CPM)• Not results based• High cost

– Visitors started “ignoring” banner ads

Better Advertising

How AdWords is Different

Self service

Market priced (bidding)

Integrated analysis

History of Google Advertising

• Engineers created an early version of adwords– Weren’t sure if people would use it

• 1st ad within minutes..– “live mail order lobsters”

History of Google Advertising

The rest is history.. $37 billion (10 billion Profit!)

The AdWords Model

• Pay per performance– Pay per click (PPC)

• Fully “self service”– Setup and manage 24x7

• Results oriented– Intensive reporting

Your 1st Adwords Campaign

• Step 1: Create a Google Account– Allows you to access AdWords– Can also be used for other services such as

Analytics

– Google.com/adwords

Your 1st Adwords Campaign

• Step 2: Select Languages– Determine which languages to target• A visitors “home” language

Your 1st Adwords Campaign

• Step 3: Select Geography– What cities and states should your ad be displayed

in?

– You can select multiple city/state combinations

– You can also target other countries

Your 1st Adwords Campaign

• Step 4: Ad Text– Three lines• Title• First line • Second line

Your 1st Adwords Campaign

• Step 5: Select Keywords– Potential keywords from your site presented

– Select as many keywords as possible• “Cast a wide net”

– Add in other keywords you can think of• Synonyms• Common misspellings

Your 1st Adwords Campaign

• Step 6: Set Daily Budget– Maximum spend per day

– Does not guarantee full spend• Depends on other factors

Your 1st Adwords Campaign

• Step 7: Traffic Estimator (and bids)– Your goal is to spend as little as possible for best

results!

– How much are you willing to bid per click? – How much are you willing to pay by month?– How much traffic do you want to receive?

Advanced Adwords

Advanced Adwords

• We’ve seen a simple example– One ad– One target geography– One target audience

– But, a “good” marketing campaign will be more complex

Advanced Adwords

• Typically will have multiple of demographics– Interest areas

– Geography

– Motivation

Advanced Adwords

• Interest Areas– What courses are they interested in?• eg: photography, nursing credits, sales training, etc.• Is it business or leisure related?

– Maybe they don’t know!• eg: adventure based leisure activity• eg: improving company sales

Advanced Adwords

• Solution - Multiple campaigns

Advanced Adwords

• Multiple campaigns– Each campaign can have • A daily budget• A set of geographical targets• A series of ad groups

– Each ad group can have• Multiple text ads• A list of keywords

Advanced Adwords

• Determine geography– Select by country, state and city– Drill down to specific postal codes

– Note – large programs or online programs• Set up multiple campaigns to target different courses in

different geographies

Advanced Adwords

• Example campaign set up

CategoriesBusiness

Leisure

Advanced Adwords

• Separate into interest groups

Categories

Business

Entrepreneur

Skills Training

Large business

Leisure

Family

Couples

Kids

Advanced Adwords

• Identify courses (business)

Business

Entrepreneur

Starting a business

Marketing 101

Skills Training WHMIS

Large business

Taking Minutes

Corporate Governing

Advanced Adwords

• For each course, identify keywords– Identify as many keywords as possible

(misspellings!)

Course (ad group) Keywords

Marketing 101 Marketing for dummies, small business marketing, marketing for small business, marketing ideas

WHMIS whmis, online whmis course, whmis course, whimis course

Corporate Governing how a board operates, corporate board, board governing, taking minutes, roberts rules of order

Advanced Adwords

• For each ad group (course), create three ads– Try to use keywords in ad– Ads should appeal to different

viewpoints/demographics

Marketing for Dummies5 week courseGreat results!

Small Business MarketingTechniques exposed!5 weeks to more profit!

Beat the recession!5 week course reveals secrets for your business

Advanced Adwords

• That’s a whole lot of ads!

– Right! You would end up with lots of ads

– BUT – each week you would find the worst performing ad and replace it with a newly worded ad• Keep evolving the ads to increase your conversion rate

Even more advanced…

• Google content network

• Allows your ads to be promoted on thousands of websites– You can target which websites your ads show up

on

Even more advanced…

• Google content network

• Different types of ads– Image ads– Local business ads– Mobile ads– Click to play video ads

Facebook Advertising

The Myth:

Facebook is only used by kids.

The Reality:

30% of users are 35+

Nearly ubiquitous

900 million active users

50% log in daily

130 “friends” per user

57% female / 43% male

Global friends.. visualized

Not everyone likes Facebook

Love it, Hate it..

Can’t ignore it.

http://facebook.com/advertising

Sample Facebook Ad

• Title / link• Image• Ad copy (text)

Designing an effective ad

Facebook ad setup

1. http://facebook.com/advertising2. Destination (URL or page)3. Target geography4. Demographics (age, gender)5. Likes & interests6. Relationship status, languages, education

Designing an effective ad

Facebook ad setup

7. Schedule8. Pricing (CPM vs CPC)9. Bid

Designing an effective ad

Experiment with ad text!

Designing an effective ad

Experiment with ad text!

Ad text for a flower shop- Target market: men to women- Target ad to men aged 30+

Designing an effective ad

Experiment with ad text!

Ad text for a flower shop- Target market: women to men- Target ad to women aged 18-40

Designing an effective ad

• Key difference between Facebook and Search Advertising

– Facebook users AREN’T SEARCHING!• Don’t expect high click through rates

– You need to capture their attention

Example ads

• From an online case study

• Which ad got more clicks?

Example ads

• From an online case study

16 clicks 183 clicks

• Ad testing is critical!• But… which one got the best conversion?

Tracking results

• The power of online advertising is the ability to accurately track results

• Don’t bother advertising if you’re not going to spend time measuring

• Use Facebook & Google Analytics to track results– Home > Ads & Pages > Insights– http://google.com/analytics

In summary

• Facebook advertising can be– Highly targeted– Inexpensive– Easy to setup and use

• Don’t forget to “evolve” your ads

• Measure your results

Thank you!

greatBIGnews.commodernearth.net

Presentation available at http://modernearth.net/lern2012

Any questions?