Slide deck of my presentation at the December 2016 Myrtle Beach Wordpress Meetup. More info on the meetup here: https://www.meetup.com/Myrtle-Beach-WordPress-Meetup/
8. Google AdWords - Display
• Google Display Network handles images, video, and text ads
• Standard Display Ad Requirements:
• https://support.google.com/adwords/answer/1722096
• Managed vs Automatic Placements
10. Google AdWords - Retargeting
• Retargeting can be done through Search, Display, and YouTube
• RLSA – remarketing lists for search ads
• YouTube audience remarketing
• Negative audiences
11. Google AdWords - Shopping
• Google Merchant Center:
• https://www.google.com/retail/merchant-center/
12. YouTube
• YouTube Ad Types:
• TrueView In-Stream – pre-roll
• Optional companion banner
• TrueView Video Discovery – search results and recommended videos
• You can promote videos on any channel, but better to have them on a
channel you control
• Make sure your YouTube channel is optimized! (Branding & Links)
17. Google & Bing Tips
• Google AdWords Editor:
• https://support.google.com/adwords/editor/?hl=en#topic=3290839
• Bing Desktop Editor:
• https://advertise.bingads.microsoft.com/en-us/solutions/tools/bing-ads-
editor
18. Google & Bing Tips
• Create campaigns with a single network (i.e., Search, Display,
YouTube)
• Don’t run Search + Display Select
• Run at least two ads in an ad group
• Always test new features
• Use relevant extensions (sitelinks, locations, callouts, etc.)
• Google: https://support.google.com/adwords/answer/2375499?hl=en
• Bing: https://help.bingads.microsoft.com/apex/index/3/en-us/51001
21. Facebook/Instagram – Objectives
• You can use manual bidding (set prices yourself).
• Facebook’s optimized bidding is usually effective.
22. Facebook/Instagram – Ad Types
• Carousel & Video ads doing very
well right now.
• Carousel panels can be discrete
ads or work together as a theme
(e.g., Step 1,2,3 or Before/After)
• Canvas depends on
implementation. Does require
some dev work.
23. Facebook/Instagram - Placement
• Facebook – Use a combination of
desktop and mobile feeds,
instant articles, and right column
ads.
• Instagram – Only select
Instagram as the placement. Be
sure to uncheck others.
• Audience Network –
Performance not usually as good
as FB/Insta feeds.
24. Facebook/Instagram Tips
• Set up Business Manager if you need to access multiple accounts or
have multiple people accessing your account
• Build audiences ahead of time:
• https://business.facebook.com/ads/audience-insights/
• Facebook Text Overlay Tool:
• https://www.facebook.com/ads/tools/text_overlay
26. Other Social Advertising
• Twitter
• Promote Tweet, accounts, and trends
• Utilize Cards: https://dev.twitter.com/cards/types
• Pinterest
• Promote pins
• LinkedIn
• Boost content, send inbox messages (InMail), text ads
27. Other Social Advertising - Considerations
• Good targeting is crucial!
• Utilize demographic data from Facebook and Google Analytics to help
understand visitors
• Keep different audiences in separate ad groups/ad sets
• Include conversion tracking to be able to measure efficacy
• Quality creative
• Images are as important as copy
• Test multiple image/copy combinations
28. Using Email Lists
• Use email lists to build Audiences
• AdWords Customer Match
• Facebook Custom Audiences
• Create lookalikes based on email lists (existing customers)
• Use email lists as negative audiences
• Tailor messaging to email behavior
• Advertise to a dead list, re-engage
• Reach unsubscribed email addresses without breaking the law
32. Tips, Tricks & Ideas
• The more specific the targeting, the more expensive the impression
• Find balance between being too broad and too focused
• Always run at least two ads
• Could be two completely separate ads or A/B tests of images, headlines or
copy
• Try to estimate performance beforehand
• Back into estimated traffic using BUDGET/CPC
• Estimate conversions using ESTIMATED CLICKS*WEBSITE CONVERSION RATE