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This is the presentation that I gave on September 21, 2012 for the Arkansas Small Business Technology and Development Center at the University of Arkansas. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.
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9/21/2012
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
Overview How they work
Strategy/Tactics
Best practices
Metrics
Introductions
4
Who do you work for?
What do you do?
What is your experience with digital advertising?
What do you hope to get out of today’s session?
Volunteer?
Some Ad Terms Impression
Click
Some Ad Terms Click Through Rate (CTR)
Cost Per 1000 Impressions (CPM)
Cost Per Click (CPC)
Keywords with the highest costs per click
Source: SpyFu.com
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)
Ad Term Importance Cost Per 1000 Impressions (CPM)
Pay Per Impression (PPI)
Good for spreading the word and raising awareness
Other Terms Equivalent CPM (eCPM)
Useful for comparing performance between campaigns
Comparison items have different pricing
eCPM = (Total Earnings / Impressions ) x 1000
Ads increase likelihood of online actions
Ads increase likelihood of online actions
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?
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
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
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
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.
Not All Industries Are Equal
Facebook Ads Ads showing up in the
side bar of almost all pages on Facebook
Facebook Ads - Pros 1 billion users
Inexpensive
Targeted based on profile users provide
Working to make ads visible on mobile
Facebook Ads - Cons Only shows up on Facebook
Low CTR
Facebook Ad Anatomy Title/Link
Image
Body
Like
Facebook Ads - Title Title
25 characters 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”
Facebook Ads – Design Ads
Body Text
90 characters
Short advertisement
More characters than Google AdWords
Shorter text can prove more effective.
Facebook Ads – Design Ads Image
100 px wide by 72 px high
One of the largest impacts on the ad
Need something to stand out
Logo not necessarily a good choice
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. Try iStockPhoto.com for quality photos if you don’t have your own.
Facebook Ads –Target Audience Location
Demographic
Connections– Friends/Non-Friends of fan page
Likes
Facebook Ads – Campaigns, Pricing and Scheduling
Campaign name
Daily budget
Schedule and length
Best Practices Get to the point
Know when to fold ‘em. Know when to change ‘em.
Use a cute animal as your image
Facebook Ads - Testing A/B Testing
Title
Image
Body
Facebook Ads - Analyze Facebook Insights
summarize results
Impressions
Clicks
CTR
PPC
Total spent
Demographics
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
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?
Google AdWords - Search Show up in search results
Sponsored links on top
Up to 5 ads in the side bar
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
Google AdWords - Other Image ads
Rich Media
YouTube video ads
Phone/Tablet specific
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
Google AdWords - Cons Targeting is fuzzier
Higher complexity to set up
Google AdWords Get a Google account
Also gets you access to lots of other services (Gmail, Docs, Web Analytics etc.)
Keyword Based Simple
Keyword1
Broad based
Keyword1 and Keyword2
Negative keywords
Keyword1 but not Keyword2
Keyword Lists List keywords for each
campaign
Divide them into ad groups
Getting Organized Account
Campaign
Ad Group
Google AdWords Anatomy Headline (25 characters)
Description 1 and 2 (35 characters)
Display URL (35 characters)
Destination URL (hidden)
Facebook vs. Google Ads
Other Targeting Factors Language
Demographics
Ad Extensions Location
Product
Sitelinks
Call a phone number
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.
Keyword Do’s and Don’ts
Google AdWords - Testing A/B Testing
Title
Body
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
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
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.
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.
Review Performance Review your ads
performance
Refine your keywords and ads
Finally, test new keywords and ads for your campaigns
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?
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.
Extras Google Analytics
Conversion Tracking
BlueZooCreative.com
collin@bluezoocreative.com
Twitter.com/ccondray
9/21/2012
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