This document provides an overview of journey-based advertising. It begins by discussing the evolution of digital ads and how they have become more targeted and relevant. It then defines journey-based advertising as tailoring ad targeting and creative based on the buyer's journey. The document outlines the awareness, consideration, and decision stages. It also discusses adapting journey-based advertising for search and social platforms. Finally, it provides examples of how to implement journey-based advertising for a fitness studio across different digital advertising strategies and platforms.
16. You may not be able to reach your
followers, even if you have
something interesting to say.
17. 95% of traffic goes to the sites that
appear on the first page on Google.
Source: BRAFTON
18. You could be missing out on
opportunities for organic
search traffic.
19. To reach your leads and to continue to be present on the
platforms and networks they prefer, you need to supplement
your social and SEO efforts with online advertising.
20. Now, you may think that effective online advertising starts
with creating a compelling ad, but let’s dispel that myth.
21. You also need to find and
target the right audience.
22. The only way you’ll be able to advertise in a cost effective manner is if you
target people who are most likely to become customers down the road.
23. To establish your buyer personas, understand where they spend most of their
time online and in what context your offer might be most relevant for them.
24.
25. Journey-Based Advertising
A digital advertising strategy where you tailor
your ad targeting and ad creative to align with
the buyer’s journey
26.
27.
28. You want to create awareness stage ads focused on
addressing the problem your buyer persona is experiencing.
39. When someone is navigating to a search
engine, they’re doing research or looking
for a quick answer to a specific question.
40. Someone on a social media platform
could be using it to connect with
friends, explore their interests, share
events, or look for entertaining content.
41. In the world of search-based advertising, you’re
going to focus more on the intent of your
potential website visitors.
42. This will differ slightly from the world of social-based advertising, where you’ll
be targeting content more toward the demographics of your buyer personas.
43. Say you’re running afitness
studio named HubTheory.
It provides personal training,nutritional
guidance, and workout classes.
44. You already have a social media
strategy for Facebook and Instagram
and have even developed a pillar
pagecontent strategy for Google.
45. Your buyer persona is typically local to your
area, between the ages of 25 —35 years old,
with an annual income~$50,000.
They struggle with work-life balance and
finding time in the day to focus on fitness,
much less cook a healthymeal.
67. With digital ads, organicperformance
can benefit from:
• An increase in brand awareness
• A better understanding of your audiences across
platforms
• The creation of higher-performing content
68. Organic and paid can work
together to drivean increase
in brand awareness.
69. Ads can make up to one out of four
posts users see on Instagram.
One out
of four
Source: Marketingland
How often do ads
appear on Instagram?
70. Globally, up to 70% of users who
conduct a search on Google click a
result on the first page of the SERPs,
or search engine resultspages.
Source: Advanced Web Ranking
How PeopleInteract
With the SERPs
72. Organic and paid can work
together to understand
audiences across platforms.
73. For your ad campaigns to be
successful, you’ll need an
organic strategy too.
74. Your customers tell you that they often
first hear about your bakery from posts
on social media.
You Have a VeryActive
Presence on Facebook
75. You target ads at an audience that share
characteristics with people who have
purchased from your storeonline.
Using a
Lookalike Audience
76. Use insights from yourdigital
advertising efforts to
optimize your ad content.
77. Customer Story
Blog Post
Behind-the-
Scenes Videos
In your reporting,you see that
the videos are performing well
on organic.
The blog postis performing
much better on paid.
97. Social media advertising acrossthe
world is projected to exceed $8.5
billion around the world.
$8.5
billion
Source: Marketing Land
How Much Are
Advertisers Spending
on Social Media?
98. What Are the Advantages of Social Media
Advertising?
• Reach specific target audiences
• Variety of ad formats
• Invest in efforts that drive leads and sales
100. Unlike in organic social media where
you’re reliant on your followers, social
media advertising allows you to target
people who haven’t heard of you yet.
Social Media
Advertising vs.Organic
105. Nearly 2.5 billion people around
the world use Facebook. That’s
more than 30% ofthe
world’s population.
2.5
billion
Source: Statista
Number of People
on Facebook
106. There are three types of audiences that
you can target onFacebook:
• Core audiences
• Custom audiences
• Lookalike audiences
110. Advertising on Facebook includesa
range of ad types,including:
• Photo ads
• Video ads
• Story ads
• Lead ads
111. Facebook Lead Ads
Capture lead information
without directing people out
of the Facebook platform.
Source: Facebook
112. Instagram has over 1 billion monthly users globally. That’s alittle
less than half of the number of users on Facebook.
1
billion
Source: Statista
Number of People
on Instagram
113. There are three ways that you can
advertise on Instagram:
• Promote posts and stories directly from your
Instagram professional account.
• Create ads from your Facebook Page and
promote them on both Facebook and Instagram.
• Create ad campaigns in the Facebook Ads
Manager to access full targetingcapabilities.
114. Instagram has similar ad typesto
Facebook, including:
• Photo ads
• Video ads
• Story ads
• Ads in the explore tab
• Shopping post ads
115. Ads in the Instagram
Explore Tab
People using Instagram
Explore are exploring their
interests and discovering
new content creators.
Source: Instagram
116. Instagram Shopping
Post Ads
Shopping Post ads allow you
to include a tag that shows
the product’s name andprice
within your image.
Source: Instagram
117.
118. Across the world, 20 billion messages are exchanged between
people and businesses everymonth on Facebook Messenger.
20
billion
Source: Facebook
Number of Messages
Exchanged on
Facebook Messenger
119. Facebook Messenger Call-To- Action
in Ads
Start conversations with ads
on Facebook that include a
call-to-action to send
a message.
Source: Facebook
126. How to drive engagement with LinkedIn
Message ads:
• Deliver a targeted message with a single CTA.
• Drive stronger engagement and response than
traditional emails.
• Measure the impact of your messages.
127. Twitter has over 330 million
monthly users globally. That’shalf
the size of LinkedIn.
330
million
Source: Statista
Number of People
on Twitter
128. Ads on Twitter
Advertisers have discovered
a few niches that have high
engagement on Twitter:B2B
and ecommerce.
Source: Twitter
130. Pinterest is a unique social media
platform that’s characterized by its
300 million users who are highly
engaged and predominantly female.
300
million
Source: Pinterest
Number of People
on Pinterest
131. How to advertise on Pinterest in
four steps:
1. Pick a pin
2. Decide who seesit
3. Pay for results
4. Track what’s working
132. Ads on Pinterest
Pinterest is great for
businesses relying on
photography to sell their
products and who have a
female target buyer persona
Source: Pinterest
133. YouTube is the second largest
search engine with over 2 billion
monthly active users.
2
billion
Source: YouTube
Number of People
Using YouTube
134. Ads on YouTube
Appear before and during
other YouTube videos oras a
stand-alone promoted video
that’s displayed after
performing a search.
Source: YouTube
135. Snapchat’s 218 million users are
predominantly made up of people
between the ages of18-24.
218
million
Source: Statista
Number of People Using Snapchat
136. Snapchat offers a few ad
types, including:
• Story ads
• Sponsored tiles in SnapchatDiscover
• Augmented reality (AR)lenses
137. Snapchat Augmented Reality (AR)
Lenses
AR lenses are sponsored by a
business to create interactive
moments that users can use
and share with theirfriends.
Source: Snapchat
138. TikTok has exploded in the past few years and has reached 500
million monthly users. That’s more than double the size ofSnapchat.
500
million
Source: CNBC
Number of People
on TikTok
139. Advertising on TikTok
Promoting TikTok videos to
allow brands to build
awareness with a young
target audience.
Source: TikTok
149. For high quality, create ads that resonate
with your audienceby:
• Using language that your target audience uses.
• Using imagery and video content that is
representative of your targetaudience.
• Offering value up front and proving
relevant content.
150. For high engagement, create adsthat
stand out in the feed by:
• Experimenting with different types of ad content,
like videos or GIFs.
• Making your call-to-action visible and direct.
151. For high conversion, create ads that
have a great post-click experienceby:
• Creating a landing page that’s aligned with the
messaging and style of your ad.
• Limiting your lead generation forms to only the
most essential fields.
155. With 3.5 billion search queries a
day, over 70% of the total searches
made daily around the world are
done on Google.
3.5
billion
Source: CNBC
Google’s SearchEngine Market Share
156. People conducting a search in Google are looking for something in specific and will
click on the first result they believe is going to be the most helpful to them.
157. Advertising on Google IsProfitable
According to Google,
advertisers make $8 forevery
$1 they spend on Google
Ads.
158. Advertising on Google Keeps You
Competitive
Your competitors might be
bidding on your branded
terms, which means your
organic results are being
pushed down thepage.
159. Advertising on Google Appears First in
the SERPs
Search ads (1) appear first
in the search engine results
pages (SERPs)above
organic results (2).
Source: Google
161. Keyword
One word or phrase that someone uses to describe what
they need insearch.
162. Advertising on search platforms takes the
targeting capabilities available on social
media, like demographics and location, and
layers it with the addition of keywords.
How Search AdvertisingCompares
to Social Media Advertising
163. Keyword research is just as
important for paid ads as it is
for organic search.
164. Paid Search Advertising Example
Searching "best home
movers," shows results with
keywords like "moving
companies" and "top rated
movers.
172. Match type gives youa little
wiggle room when it comes
to your keywordselections.
173. Exact Match Type
A keyword set to exact match will only display your ad if
the search term includes that exact keyword, or a very
close variation.
174. The keyword “red men’s tennis shoes”
will not match with searches for “men’s
tennis shoes” since the search term
doesn’t include the word“red.”
Exact Match Example
176. Phrase Match Type
A keyword set to phrase match will display your ad if the
search term contains the same order of the words, but it
can also contain additionalwords.
177. The keyword “men’s tennis shoes” will
match with the search query “red men’s
tennis shoes” but will not match with
“men’s red tennisshoes.”
Phrase Match Example
179. Broad Match Type
A keyword set to broad match displays your ad when the
search term contains any or some combination or
variations of the words in your keyword, in any order.
180. The keyword “men’s tennisshoes” will
match with “red men’s tennis shoes,”
“men’s red tennis shoes,” “women’s
tennis shoes,” and soon.
Broad Match Example
182. Broad Match Modifier
Allows you to select keywords that must be included in
the search query for your ad to be displayed.
183. To deliver an ad only to people
searching for tennis shoes for men, you
could modify your broad match
keyword to“+men’s tennis shoes.”
Broad Match Modifier
Example
184. Keywords with a broad
match modifier use a plus
sign: +men’s tennisshoes
186. If you set the keyword “used” to
negative match, your ad won’t be shown
for any searches that contain that word,
such as “used tennis shoes.”
Negative Keyword
Example
190. The Core Components of a Paid
SearchAd
Up to three headlines, a
display URL, and up to two
descriptions.
Source: Google
191. Pro Tip:
The organization of your search ad components will
vary depending on the device they are being viewed
on. Keep this in mind when writing your copy.
192. For search ads, Google recommends
best practices to follow that fall
under twocategories: ad copy
and ad experience.
Paid SearchAdvertising Best Practices
193. To write the best ad copy:
• Include your keywords in your ad.
• Use specific language that matches the way your
target audience speaks.
• Include a clear and directcall-to-action.
• Give people answers to their problems rather
than posing questions.
194. To create the best adexperience:
• Include all ad extensions that make sense for your
business (Google recommends atleast three).
• Think about how your ad makes sense for users
across devices (and create separate ad
campaigns asneeded).
• Align your landing page to the copy of your ad.
198. The content on your site is not relevant
enough to compete in that space, and
it’s nota cost-efficient channel for you.
Reasons for a low quality score:
208. Got Milk?
This campaign from the
California Milk Processor
Board in the United States
ran for 20 years and featured
hundreds of celebrityicons.
Source: California Milk ProcessorBoard
209. Today, you can be an
effective advertiser even
with a limited budget.
213. The rental business is broken upinto two
segments:
• Large enterprise companies like Home Depot,
United Rental, and Sunbelt
• Independent rental shops that are usually family
owned and operated
214. Business owners started out at their parents’ shop and grew
up to take it on themselves, and now are passing it down tothe next
generation.
The Rental IndustryIs
Multigenerational
228. The Value of Understanding Your Buyer
Persona
Understanding and adapting
to whom you’re selling to will
bring insights that inspire
new campaign ideas.
