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(Thanks to Andrew Bleeker for some of this great content)
Online Advertising
What We’ll Cover
• Advantages• Objectives• Glossary• Types of Advertising• Step-By-Step Guide
Advantages of Online Advertising
• Adaptability
• Accountability
• Targeting
• Interactivity
• Efficiency
• Rapid Response Screenshot from http://www.leftyblogs.com
Objectives
• List-building/offline action– Empower supporters and
provide a way to take action
• Rapid response– Respond to breaking news
• Messaging & persuasion– Provide compelling and
interesting content– Move a message Video ad unit
Glossary of Terms
• Cost Per Click (CPC) / Pay Per Click (PPC)– Advertisers only pay when a user clicks the ad
and is directed to the website– Useful when user destination is most important
• Cost Per Mille (CPM) / Cost Per Impression (CPI)– Advertisers pay for exposure (view) of their
message to a specific audience– Per Mille means per thousand impressions (or
number of times an ad loads on the page)– Useful when user education is most important
Types of Advertising
• Search / contextual
• Social networks & blogs
• Banner ad networks
• Individual site placements
Search / Contextual
• Advantages– Can target people who
are interested in the material
– Pay only on an efficient “cost per click” basis
– Generally low-risk– Set what you are willing
to pay by bidding
• Disadvantages– Generally low-impact– Hard to scale because
only so many people are searching for any term
– Largely driven by news cycles and earned media, so pay-off is hard to predict
– Hard to do well without being time-intensive
Search / Contextual Example
Organic search results. Can’t pay for a higher ranking.
Paid search results based on keyword.
Social Networks & Blogs
• Advantages– Large pools of like-
minded supporters– Good way to join the
conversation and get earned media
– Potential for viral or exponential spread
– Advanced targeting abilities
– In some cases, can also pay on a cost per click basis
• Disadvantages– Sensitivity of political
blogs– Low scalability– Poor ad units– Limited geo-targeting
Social Networks & Blogs Example
Banner Ad Networks
• Advantages– High reach– Pay only on a very
efficient performance metric
– Extensive targeting abilities
• Disadvantages– Limited control over
placements– Less valuable real
estate– Potential for showing up
on the wrong site– Requires significant
investment– Non-guaranteed
inventory
Banner Ad Network Ordering Example
Liberal BlogAdvertising Network
http://web.blogads.com
Individual Site Placements
• Advantages– Target specific content
and placements– Guaranteed inventory– Control your share of
voice (SOV)– Allows for advanced
targeting: ad sequencing, frequency capping, etc.
• Disadvantages– Exclusively sold on a
cost per mille basis– Generally more
expensive– Generally lower
response rates– Varying minimum buy
requirements– Requires contracting
directly with each publisher
– No longer self-serve
Site Example
Getting Started
1. Create a Plan
2. Identify the Platforms & Targets
3. Set a Budget
4. Write/Design the Ads
5. Track & Optimize
1. Create a Plan
• What are your goals? Who’s your audience?
• What do you want to communicate? What’s your message?
• What’s your ultimate objective? How will you know if you’re successful?
• Create a calendar and incorporate/identify– All ad buys/advertising– Messaging campaigns (volunteering, fundraising, email
blasts)– Important dates and key milestones
2. Identify the Platforms & Targets
• Platforms– Google Adwords– Facebook Ads– MySpace Ads
• Targets– Location– Demographics– Keywords– Specific dates
3. Create a Budget
• How much money do you have to spend?
• What’s the timeline for your campaign?
• Do you want to allocate more money around your important dates?
• How much are you going to spend on each advertising platform?
4. Write/Design the Ads
• Include a clear call to action (one “ask”)
• Keep it simple
• Create “daisy chain”
• For text ads: use the keyword in the headline if possible
• For graphic ads: stay consistent with your style (brand)
5. Track & Optimize
• Monitor your initiatives and track the progress against your goals
• Use an analytics tool or Excel spreadsheet
• Change graphics, landing pages, keywords, demographics, or the ad buy as needed
5. Track & Optimize
• Don’t be afraid to try new things
• Some metrics to track:– Impression rate– Click-through rate (CTR)– Interaction rate or Dwell rate
• Spending time on an ad, including: mouse-overs, user-initiated video, and other user-initiated interaction
Contact Info
New Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing