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Google AdWords & Facebook Ads
@TheWebAdvisors
About The Web Advisors
We are
professional marketers
passionate
committed
About The Web Advisors
We excel in
digital marketing
strategic planning
tactical implementation
focused conversions
About The Web Advisors
We believe in
collaboration
loving what you do
Online Marketing 101
MOBILE FRIENDLY WEBSITE
Make sure you have a mobile friendly (Responsive) website or campaign landing page.
● Mobile Traffic over 60% now
What’s Important?
● Fast (Load in less than 3 sec)● Easy to navigate & read
GOOGLE MY BUSINESS
Own your local business presence
If you see “Own This Business?” CLAIM IT.
Feed your correct information to Google (THE INTERNET), and importantly, respond to reviews.
Need a website? Basic, Free One Page solution is available (Name, Address, Phone).
Business.google.com
FOUNDATION
GOOGLE ANALYTICS
● Free ● Standard● Powerful
- Zig Ziglar
SET GOALS
SET CONVERSION GOALS
● Specific Pages● Leads (Forms)● Phone Calls● Ecommerce
SET YOUR AUDIENCES
Foundation for Remarketing...
SET YOUR AUDIENCES
BUILD YOUR AUDIENCE
PIXELS & TAGS
Snippets of code that you place on your website.
Helps the platform (Facebook, Twitter) identify what your users are doing
Foundation for Measurement & Remarketing...
PIXELS & TAGS
Snippets of code that you place on your website.
Helps the platform (Facebook, Twitter) identify what your users are doing
Foundation for Measurement & Remarketing...
<!-- Facebook Pixel Code --><script> !function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window, document,'script', 'https://connect.facebook.net/en_US/fbevents.js'); fbq('init', '1409497082681369'); fbq('track', 'PageView');</script><noscript><img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1409497082681369&ev=PageView&noscript=1"/></noscript><!-- End Facebook Pixel Code -->
BUILD YOUR AUDIENCE
Identify your most valuable website users
Upload your email list of customers
Build audiences of those that interact with your brand
BUILD YOUR AUDIENCE
Identify your most valuable website users
Upload your email list of customers
Build audiences of those that interact with your brand
BUILD YOUR AUDIENCE
Users that have engaged with your videos
Completed forms
Engaged with Canvas ads
Engaged with your Facebook or Instagram profile
Have completed a unique event
ATTRACTION
ONLINE MARKETING 101
Placing your brand message in front of people while they travel the internet.
ONLINE MARKETING 101
DIS
PL
AY SEM VIDEOPROGRAMMATIC
SOCIALTRUE VIEW
PPC
REMARKETING
ONLINE MARKETING 101
SEARCHDISPLAY
VIDEO
Search Engine MarketingSEMPPC
Google AdWordsBing Ads
Intercepting Intent
SEARCH
SEARCH
● You pick the keywords and your bid amounts
SEARCH
● You pick where you want your ads to appear
SEARCH
● Easily create ads that best speak to your customers needs and search intention
CONVERSIONS
Before Your Activate Your Campaign, Make Sure You Have Goals
Display AdvertisingBanner Ads
Google Display Network
Building AwarenessTargeting Intent
DISPLAY
Ads are presented on the Publisher Sites that serve Google Display Network ads
DISPLAY
Targeting
● Keywords○ Keywords can trigger your ad to show when people view related content on YouTube,
websites or apps.
● Audiences○ Affinity - Long Term interest as compiled by Google (adssettings.google.com)○ Intent - Consumers researching a purchase○ Remarketing - based on website users activity and “similar” audiences
● Demographics○ Age, Gender, Parental Status (Consider this often “unknown”)
● Topics○ Choose from content related to certain subjects
● Placements○ Specify websites (eg Kijiji, YouTube, USAToday)
DISPLAY
Video
VideoYouTube
InspirationalBuilding Awareness
Developing Audience
VIDEO
Ad Varieties
● True View Instream - Skippable Ads Before, During & After● True View Discovery Ads - Placed around YouTube or Partners Sites● Bumper Ads - 6-Second, Non-skippable, Branding● Non-Skippable - 15-20 Second Ads. Require minimum spend commitments● Display Ads - 300x250 or 300x60 ad sizes● Overlay Ads - Just as it sounds. Overlay on your targeted videos.● Sponsored Cards - Think of it as a call to action on your video
VIDEO
VIDEO
Video Ad Targeting
● Very similar to Display Ad Targeting with some key differences
Placements - instead of choosing the websites to target, you choose the Channel or specific video to target
Consider a layered targeting approach to your targetting
● Choose Topics and Interests, “layer” on keywords or demographics to hone your audience
SocialFacebookInstagram
It’s Where Your Customers Are
SOCIAL
Over 75% of Canadian Internet users can be found visiting YouTube or Facebook in the past month.
18% of Canadians share the posts or content of other people, organizations, or media on Facebook a minimum of once per day. 40% share at least one post per week and 80% share posts a few times each year.
statista.com
SOCIAL
Facebook functions similar to Google Display Network targeting.
● Location● Interests● Demographics
The Targeting List Is Long
The Creative Types Are Many
SOCIAL
To Boost or Post a “Dark” Ad… That is the question
● If your already creating engaging content, dedicate a small budget ($1/day/post for 7 days) to boosting posts to your desired audience
○ People near your business○ People interested in your offerings
● Use “Dark” Ads for conversion or when you don’t want your general audience to see your offer.
SOCIAL
The Hot Medium = Video
● Inspirational● Behind The Scenes● Engaging● Tell Your Story
SOCIAL
Use Video Ads To Inspire, Tell Your Story
Build Your Audience (Pixel)
Distribute Offer Ad To Your Already Engaged Audience (Remarketing)
Be Mobile Friendly
Own Google My Business
Track & Build Audience
Establish Goals
Choose The Right Network
Showcase What Makes You Unique
Thank You
Questions
Chris ElderAccount Director
The Web Advisors(250) 889-0973
@TheWebAdvisors
