Tim Barlow gave a talk to the East Lothian Coffee Morning business group on 16th April 2011.

1. Online advertising A whistle stop tour... Tim Barlow – Attacat

2. Quick Introduction

3. Rough Plan SEM AdWords AdWords alternatives Social Advertising Facebook Twitter LinkedIn Others Display Advertising Other But please feel free to mess the plan up!

4. Keyword Research 1 Minute Presentation By ? 4

5. Take-aways It’s about 100’s, 1000’s or even 10,000’s of phrases Very easy to leave a large chunk of business on the table. 5

6. Prepared by Attacat www.attacat.co.uk Your Keyword Universe Descriptive terms – e.g. Showers Brands – e.g. Mira Adjectives e.g. Cheap Showers Geography – e.g. Glasgow Shower Shop Misspellings – e.g. Mirar Use of – e.g. Shower fitting Related – e.g. bathroom mould

7. Keyword Research Brainstorm with Colleagues Look at competitors sites Ask existing customers Website logs & Analytics In site search logs Use keyword tools 7

8. AdWords Keyword Tool 8

9. What

10. The Process

11. SEO What

12. How Adverts Are Ranked

13. How Adverts Are Ranked Max Bid x Quality Score Whilst a simplification, assume Quality Score to equal Click Through Ratio

15. Can pay less than your competitor for a higher positionQuality Score

16.  x 2 & 3 Quality Score

17. Lessons to Learn Need to bid on relevant keywords Need good ad copy Ad copy needs to be relevant to keywords You can advertise on less relevant keywords but it will cost Increasing focus on the post-click experience as well Quality Score

19. Why should I be interested? It’s new and exciting! NEW! WOW!

20. Why should I be interested? You don’t need to be a ‘social media ninja’ to get started. Not yet a ‘saturated market’ Get ahead of competition – you’ll need to be quick Pretty cheap at the moment Massively popular website Access niche markets with demographic targeting

26. Also use group memberships and ‘likes’.

27. Accurate and reliableI’m Mark Zuckerberg, and I know everything about you...bwoohahahahahah!

28. Let’s make a Facebook advert

30. Business pages

31. Applications

32. Events

35. The power of targeting! Target by education or degree Specific company employees Like/don’t yet Like a page/event/app Friends of those who like a page/event/app

36. The power of targeting! 80 single, wannabe ninjas in Edinburgh

42. You could target:

43. Company employees

44. Confirmed Facebook attendees

46. Potentially only pay 10p for every 1000 times people see your brand.

47. CPM rate on guardian.co.uk for similar size is £30–40!Brand Brand

49. Traffic lifted +4%

50. Average monthly newsletter subscriptions lifted +7%

52. CPM rates for CPC campaigns

53. Post-click and -impression conversion data

55. Use a call to action...

56. ...but dissuade irrelevant traffic that you’ll have to pay for. BUY NOW

58. Can’t fit something in your text? Put the text into the image...

59. Think about your use of colours to stand out.

61. Facebook ads suffer from quick ‘burn out’

62. Rotate numerous ad variations, with differing images, headlines and text.

64. Be conservative, then play with spend subsequently.

65. Think laterally

66. Be creative with your targeting and adverts.

67. Try to be topical.

69. Segment by demographic instead of keywords.

71. Twitter

74. Other Social Ads Digg Stumble

76. Display