webassist online advertising seminar
TRANSCRIPT
Online and Social Media AdvertisingPositioning
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
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?
So...Why advertise online or on social media?
So...
Why use Social Media?
So...
Why use Social Media?
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
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
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
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?
The biggest social networks...
The biggest social networks...
The largest social network in the world at 700 million users.
Brand Pages
Custom Pages
Targeted Advertising
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...
Instant, real time messages that can be seen by anyone
who “follows” you.
140 Character Limit.
130 Million Users.
.
.
The biggest social networks...
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...
Why?
1. Corporate presence2. In-depth discussions in Groups3. Advertising for B2B
The biggest social networks...
Everything Else(Foursquare, Gowalla, Places, Quora)
Why?
1. Online and Local Presence2. Marketing Dispersion3. Brand Awareness
The biggest social networks...
The difference:Classic Advertising
The difference:Classic Advertising
Classical Types of Advertising
RadioTVPrint (newspaper, magazine, flyer)Bus/TransitBillboards
The difference:Classic Advertising
Reasons to use Classical Advertising
Gives something tangible (physical)Can be locally targetedHits a broad audience in one swoop
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
The difference:Classic Advertising
YellowPages:
Only 24% of respondents said “Yes” to the question, “Are yellow page phone books still relevant?”
The difference:Classic Advertising
YellowPages:
Only about 10% of business owners use yellow page phone books more than once per month.
The difference:Classic Advertising
YellowPages:
90% of business owners believe that less then 25% of their costumers find them through the yellow pages.
The difference:Classic Advertising
YellowPages:
Only 11% plan to use it in the future
The difference:Classic Advertising
Google:
One in every five searches on Google has a local intent.
How do YOU find new products or
companies?
58 percent of people do online research before purchasing a particular product
The difference:Online Advertising
The difference:Online Advertising
Online Advertising Vehicles:
Facebook AdsGoogle AdsFoursquare Specials
The difference:Online Advertising
Benefits:
Custom targetingTrackable (views, clicks)Cost effectiveInstant feedbackInstant changes
The difference:Online Advertising
Custom Targeting
Facebook: by age, gender, location, likes
Google: by search terms
Foursquare: by location
The difference:Online Advertising
Tracking
Ability to see sources-Which ad platform works the best
See how people go through the site
The difference:Online Advertising
The difference:Online Advertising
Cost Effective
Only pay per click1,000,000 impressions --> 34 clicks=paying for 34 clicks
Set a daily budget
The difference:Online Advertising
Instant Feedback/Changes
No waiting for publishing times
No year-long ads
How do...Online Ads Work Effectively
How do...Online Ads Work Effectively
How do...Online Ads Work Effectively
How do...Online Ads Work Effectively
How do...Online Ads Work Effectively
FourSquare
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'
How do...Online Ads Work Effectively
Images
Use images that are easy to recognize
Use images that trigger an emotion
Use images with people
How do...Online Ads Work Effectively
Click vs No Click
Less tracking, better for budget
Branding is key
How to...Create a Google Ad
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.
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
How to...Create a Facebook Ad
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.
How...Companies are using ads
How...
Companies are using ads
Martell Home Builders
Home builder from Moncton, NB (pop. 60,000)
How...
Companies are using ads
Local Companies
Google Search: 'London Ontario Real Estate'
Where...To go from here
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
Where...
To go from here
Avoid False Promises
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
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.
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.