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Online advertising is constantly evolving and upgrading; it can be difficult to keep up. Do you know the latest tools in advertising/sponsorship for AdWords, YouTube, Facebook and Twitter? In this webinar, we will address some of the trends in online advertising right now, as well as some things to be on the lookout for in the next year. To keep your online advertising campaigns fresh and successful, you should be utilizing these online tools.
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What’s New in Online Advertising?
AUGUST 2010
Bill Balderaz
Webbed Marketing
August 2010
Agenda
• Changes in online advertising for major social networks
• New features to utilize in AdWords
• Yahoo/Bing merger
• What’s on the horizon for online advertising and sponsorship
August 2010
Online Advertising Today
Revenues in the U.S. hit $5.9 billion for the first quarter of 2010, representing a 7.5% increase over the same period in 2009 (Interactive Advertising Bureau & PricewaterhouseCoopers).
In May, Facebook passed Yahoo! to become the top U.S. publisher of display ads on the web, with 176 billion display ads to U.S. users in the first three months of the year. A 16.2% market share, more than double its 7.5% share of a year ago
(ComScore).
August 2010
Online Advertising Today
Revenue tied to mobile video is expected to nearly triple from 2009 to 2014 -- jumping from $436 million to $1.34 billion, according to eMarketer.
In 2010, mobile video revenue should reach $548 million, which predicts mobile video viewers in the U.S. will approach 24 million this year.
Ad-supported mobile video is forecast to generate $35.1 million. Online advertising alone is expected to exceed $25 billion in 2010, per eMarketer.
August 2010
Facebook Advertising
eMarketer has predicted a 39% increase in advertising spend on Facebook for 2010.
Nielsen study revealed so-called earned media generated when people mention or advocate brands makes the paid media considerably more effective.
August 2010
Facebook Advertising
Conversion tracking allows you to track activity that happens on your website as a result of someone on Facebook seeing or clicking on your Facebook Ad.
It’s still in beta, but seems to work like AdWords conversion tracking.
August 2010
Facebook Advertising
Facebook homepage ads on average generated: 10% increase in ad recall 4% increase in brand awareness 2% increase in purchase intent
among users who saw them compared with a control group with similar demographics or characteristics who didn't.
When ads included mentions of friends who were brand fans: Increase in recall jumped to
16% And jumped to 30% when
the ads coincided with a similar mention in users' news feeds.
August 2010
Facebook Advertising
Key takeaway: Paid and earned media work together in ways that could have implications
well beyond Facebook .
August 2010
Changes in Online Advertising
Direct on Twitter advertising still in limited beta SponsorsedTweets.com is a current model
An online marketplace that allows you to connect directly with influential tweeters to create sponsored conversations through Twitter.
August 2010
New features to utilize in AdWords
Remarketing allows you to retarget people who have already visited your site (through PPC ads, direct traffic, organic traffic, etc.).
Allows you to set parameters to remarket to people who fit your designated profile(s).
Profiles you can create for your retargeting efforts: People who put items in the shopping cart, but didn’t buy. People who bought an item, and now you’d like to advertise a related
item to them. People who bought a product that may need to be refilled in a few weeks.
August 2010
New features to utilize in AdWords
Product Extensions allow you to display product photos within your PPC text ad.
The system pulls images from your Google Merchant Center account and matches them with your PPC ads. Users can click the expand (+) button to view the images.
When expanded, the ad pushes competitors’ ads further down the page, thus giving you more visibility.
August 2010
New features to utilize in AdWords
Product Extensions are great for retailers with products in Google merchant center, will list specific products.
August 2010
New features to utilize in AdWords
Mobile Targeting has been around for a while, but the functionality has increased dramatically.
Now you can cherry-pick the types of devices on which you’d like your ads to appear, including the iPad.
August 2010
New features to utilize in AdWords
Mobile/phone extensions are great for local businesses. Likely to be searched on mobile
trying to find local place.
Excellent for companies that use phone calls as a focus for business.
August 2010
New features to utilize in AdWords
Ad Sitelinks allow you to show additional links within your PPC ad, instead of just one display URL.
Up to 4 Sitelinks can show at a time, but you can set up as many as 10 links per campaign for rotation.
Helps provide additional real estate for your PPC ads, and it presents opportunities for upsells and cross-sells directly within your PPC ad.
August 2010
New features to utilize in AdWords
Ad Sitelinks are great for businesses with multiple product lines/areas of business with main sections to link to.
August 2010
New features to utilize in AdWords
View-through conversion tracking provides you with additional information related to the value of your display campaigns on the Google Display Network.
Provides a measure of the number of online conversions that happened within 30 days after a user saw, but did not click, a display ad on one of the sites on the Google Display Network.
• You can determine the best places (or sites) to advertise to maximize overall conversions.
• You can optimize your campaign performance based on how users are responding to your display ads, even if they don't click.
August 2010
Changes in AdWords Updated keyword tool has a number of benefits:
Flexible search options: Search by any combination of keyword, website/URL and category (where available) and receive a single set of results.
Easy keyword refinement: Filter results by word or keyword match type.
Advanced options: View statistics for mobile search and use data filters based on local searches, search and ad share, and more.
Removing Duplicate Keywords: When you access the Keyword Tool from within an ad group, keywords that are already in that ad group will appear with an “Already in ad group” message.
Adding Negative keywords: You can easily add keyword ideas as negatives right from your keyword idea list.
August 2010
Modified Broad Match
August 2010
Changes in AdWords Google now has a partnership with
DIRECTV. Google TV Ads will offer inventory on a
broad selection of television networks available on DIRECTV.
DIRECTV’s national satellite inventory on Bloomberg Television, Centric, Chiller, Current TV, Fit TV, Fox Business, Fuel, G4, Ovation, Sleuth and TV Guide will be available through the Google TV Ads platform across all dayparts, including primetime.
August 2010
Changes in AdWords
ACE (AdWords Campaigns Experiment) is just rolling out fully in the U.S. Free tool that makes it easier to test and precisely measure the impact of
changes to your keywords, bids, ad groups and placements. Experimental campaigns run side-by-side with the original campaign in a
simultaneous split test. Lets you run shorter tests that start and stop whenever you like, with less
concern about your results being affected by seasonality or other factors. More precise impact estimates and more chances throughout the year to
test and improve performance.
August 2010
Yahoo!/Bing merger and Online Advertising
Interfaces change in the advertising systems in both regularly. Organic search tips:
Compare your organic search rankings on Yahoo! Search and Bing for the keywords that work best for you.
Decide if you’d like to modify your paid search campaigns to compensate for any changes in organic referrals that you anticipate.
Review the Bing webmaster tools and optimize your website for the Microsoft platform crawler, as Bing listings will be displayed for approximately 30% of search queries after this change, according to comScore.
August 2010
Yahoo!/Bing merger and Online Advertising
AdCenter transition tips
You’ll need to either create a new adCenter account, or link an existing adCenter account to your Yahoo! Search Marketing account.
You’ll be managing both your new adCenter account and your existing Yahoo! Search Marketing account in parallel until ad serving for Yahoo! traffic transitions to adCenter, so plan to budget accordingly.
August 2010
Yahoo/Bing merger and Online Advertising
AdCenter transition tips
Using Microsoft’s Silverlight, a web application framework similar to Adobe Flash, you’ll be able to see and address key differences between your Yahoo! and adCenter accounts as you transition.
Yahoo! organic (non-paid) search results will be powered by Bing as early as late August.
August 2010
Summary
Adapt to changing social media ad trends, including Facebook advertising and sponsored tweets. Remember paid and earned media work together!
Take advantage of the new features in AdWords. Understand the Yahoo!/Bing merger and what that means for
your online campaigns.
