Weitere ähnliche Inhalte Ähnlich wie Social and Search Advertising (20) 2. Global Search and Social Network Advertising Consider your audience. Is your content relevant to a global audience? Consider whether it is appropriate for the language and culture of your target regions. Start early. Few local social networks feature a self-serve ad platform. Communications, setup and contract work will take longer than on Facebook. When working with an account manager, consider the time difference between your locations and factor in additional time to start your campaign. Localize. Work with a localization team to ensure that your ad copy is not only translated, but it is also clear and relevant for each local audience. Target. Facebook offers robust targeting features to reach very specific audiences. Understand the targeting options available on each social network and determine if the network reaches your target audience. Measure. Each social network’s advertising platform will offer different metrics and campaign models (CPM, CPC, etc.). Determine what metrics are available before starting a campaign and compare with potential ROI for Facebook. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 3. 3 By the Numbers 25 billion search queries per month globally. 16 billion search queries per month in the U.S. 67% of U.S. adults who research online before making a purchase decision use search engines as a research tool. 7 out of 10 people initiate their Internet experiences with a search. 77% of U.S. Internet users conduct at least one search per day with 38% conducting four or more searches per day. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 4. 4 What’s the Value? Consumers were 20% more likely to have positive perceptions of brands in top paid-search position 30% were more likely to consider buying a product when the brand was at the top of paid-search results Research also found a substantial penalty for brands that don't buy paid search Unaided awareness for competitive brands grew an average of 45% when a test brand's search ad wasn't present but a competitor's search ad was Yahoo/MediaVest Study: Sponsored Text Ads Increased Awareness © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 5. 5 Bing & Yahoo! © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 12. Include prices, special offers and unique selling points 13. Use a strong call-to-action 17. You set a daily budget that you are comfortable with and can adjust at any time. You only pay when someone clicks on your ad9 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 21. Include prices, special offers and unique selling points 22. Use a strong call-to-action 26. Anyone can easily develop a Facebook advertising campaign using one’s own Facebook account 29. Advertise something you have created on Facebook — like a fan page, group or event — or advertise an external website 30. Target your ad by location, gender, age, keyword, relationship status, job title, workplace or college12 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 37. Monitor performance through your Ads Manager and adjust content and settings as needed Get Started 13 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 38. 14 Digg © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 44. Twitter is a communication platform that helps businesses stay connected to their customers. Twitter is used to share information in real time with people interested in a company or organization, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about a business18 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 55. Stay in control by setting your budget. You pay only when someone actively clicks to see your video YouTube Overview 21 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 58. When someone searches, all ads related to that keyword are put into an auction. The top videos will appear under the heading Promoted Videos on the right-hand side of search results 79. StumbleUpon Advertising: Informational VideoNote: Twitter Advertising is currently only available to select partners but has plans to extend its offerings in the near future. You can, however, share any special offers and deals with the @earlybird team with an @reply of your suggestion. 26 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
