This document provides an overview of online advertising strategies and tactics. It discusses key terms related to ads like impressions, clicks, click-through rate, and cost per click. It also covers best practices for different ad platforms like Facebook ads and Google AdWords. Specific topics covered include how to write effective ad copy, target audiences, analyze performance metrics, and ensure ads are achieving strategic goals.
2. Collin Condray
17 years experience in web
development/programming
Retail data analysis for multi-
billion dollar companies (3M
and Tyson)
Social media and digital
advertising marketing
Agency experience with
Collective Bias and Saatchi X
Local speaker at University of
Arkansas, JBU, & Webster
University
Director of Technology/Co-
Owner Blue Zoo Creative
7. Ad Term Importance
Click Through Rate (CTR)
Measure of how much
interactivity there is with the
ad
Good for driving traffic
Pay Per Click (PPC) =
Cost Per Click (CPC)
8. Ad Term Importance
Cost Per 1000 Impressions (CPM)
Pay Per Impression (PPI)
Good for spreading the word and raising
awareness
9. Other Terms
Equivalent CPM (eCPM)
Useful for comparing
eCPM =
performance between (Total Earnings / Impressions )
campaigns x 1000
Comparison items have
different pricing
12. Online Ads - Strategy
Are you trying to:
Drive sales of a product?
Generate leads for a
service?
Send traffic to your site
to monetize through ad
clicks?
Increase awareness and
buzz around your brand?
13. Online Ads - ROI
Sales, leads, and traffic are
easier to tie back into profit
Some integrated tools to
help estimate ROI
Buzz is more nebulous but
still important
14. Online Ads - Tactical
Increase brand awareness -
General ad
Advertise a specific product -
Link directly to the page to
buy this product
Promote a special event-
Facebook or Eventbrite event
15. Online Ads - Tactical
Target a specific audience-
send a different message to
this segment vs. your total
customer base
Support current initiative-
Create a special landing
page with a this months
special or coupon
16. Online Ads - Tactical
Advertise a seasonal product
like air conditioning,
heating, sport seasons, or
holidays.
Promote your blog or
Facebook fan page to gain
new followers.
23. Facebook Ads - Title
Title
Defaults to Page title
Can choose whatever you like
Descriptive of promotional text
is better than just your business
names
Link
Website specifically designed
for Facebook visitors.
Directly beneath the
Destination URL is a link to
“advertise something I have on
Facebook”
24. Facebook Ads – Design Ads
Body Text
Short advertisement
More characters than Google
AdWords
Shorter text can prove more
effective.
25. Facebook Ads – Design Ads
Image
One of the largest impacts
on the ad
Need something to stand
out
Logo not necessarily a good
choice
26. Facebook Ads – Design Ads
Try to include using people,
something creative, or
images that just “pop” when
your eye crosses over them.
Picture is small – it is only 110
x 80 pixels in size. Try
iStockPhoto.com for quality
photos if you don’t have your
own.
27. Facebook Ads –Target Audience
Location
Demographic
Connections–
Friends/Non-Friends of
fan page
Likes
28. Facebook Ads – Campaigns, Pricing
and Scheduling
Campaign name
Daily budget
Schedule and length
29. Best Practices
Get to the point
Know when to fold ‘em.
Know when to change
‘em.
Use a cute animal as your
image
30. Facebook Ads - Testing
A/B Testing
Title
Image
Body
32. Extreme Targeting
Create a Facebook Ad targeting those:
Who live in the United States
Who live within 25 miles of Austin, TX
Who are between the ages of 25 and 55
Who like advertising, advertising manager,
branding, ceo, community building, corporate
recruiter, director marketing, director sales
marketing, founder ceo, human resources,
marketing coordinator, marketing director,
marketing executive, vice president marketing, etc.
Who graduated from college
Cost: less than $5 day. Only need to run it for a
few days
33. Success
How did the results tie
back into your strategy
Did web traffic increase?
Sales increase?
Did visitors to take a
specific action such as
signing up to your
newsletter, attending an
event, or becoming
fans/followers?
36. Google AdWords - Search
Show up in search results
Sponsored links on top
Up to 5 ads in the side bar
37. Google AdWords – Content
Network
Code provided by Google
inserted into websites
Google shares the revenue
with the site owner
Ads displayed are in
context with the content
of the site
38. Google AdWords - Other
Image ads
Rich Media
YouTube video ads
Phone/Tablet specific
39. Google AdWords - Pros
Pros
Higher CTR than Facebook
Shows up anywhere on the
web where people have
added AdWords
Targeted to keywords.
Contextual to the sites it
shows up on.
Can display on YouTube
Keyword based
40. Google AdWords - Cons
Targeting is fuzzier
Higher complexity to set up
41. Google AdWords
Get a Google account
Also gets you access to lots of
other services (Gmail, Docs,
Web Analytics etc.)
42. Keyword Based
Simple
Keyword1
Broad based
Keyword1 and Keyword2
Negative keywords
Keyword1 but not Keyword2
48. Ad Writing Tips
Include prices, special offers,
and unique selling points
Use a strong call to action
(Buy, Purchase, Call today,
Order, Browse, Sign up, Get a
quote)
Go to the most relevant page
on your site.
51. Targeting Ads
Think like your customers
Use the Google Keyword tools
for related keywords
Include keywords in ad text
Use negative keywords
Check your site’s web analytics
52. Review Performance
Review performance after a
reasonable amount of time.
After your ads have been
running on these websites for a
period of time you will be able
to use these metrics to see
which are the best performing
sites for you.
Check network performance
and focus on most efficient
53. Review Performance
On the content network the most
important statistic to look at is the
clickthrough rate (CTR).
CTR on the content network will
typically be lower than for search.
You can then look at the
possibility of individually
managing your cost-per-click
(CPC) for the top sites and focus
more budget on them.
54. Review Performance
Check notification and
account alerts on the home
page
Go to the “Campaigns” tab
and set the time range
Review your keyword
performance.
55. Review Performance
Review your ads
performance
Refine your keywords and
ads
Finally, test new keywords
and ads for your campaigns
56. Success
How did the results tie
back into your strategy
Did web traffic increase?
Sales increase?
Did visitors to take a
specific action such as
signing up to your
newsletter or becoming
fans/followers?
57. Google AdWords Specific Metrics
Average Position out of 11 ads
First Page Bids-Are you
spending enough to get your
ads on the front page
Quality Score-Google rewards
relevant, quality advertising
with a higher position on the
search page and lower costs, so
making sure your ads are high
quality is really important.