Digital Advertising

Google vs. Facebook vs. Everything Else

Integrated Multi-Media Game Plan

Website Design

Branding & Design

Graphic Design

Marketing Plans Social

Media

Mobile Marketing

Email Marketing

Pay Per Click

SEO

[ This could be YOUR Company ]

Quick History

1886 – Yellow Pages

September 15, 1997–

google.com registered

October 2000 –

AdWords Launches

February 4, 2004 –

facebook is founded

November 6, 2007 –

facebook advertising

& pages

Why The Shift?• Yellow Pages

– 13.4 Billion Printed in 2007– Wow, right?

• Google– Over 64,000 searches done every SECOND– PER YEAR, That is 2,018,304,000,000

• (2 Trillion)

• Facebook– 1.13 Billion active users – DAILY– 1.03 Billion mobile active users – DAILY– PER YEAR, That is 412,450,000,000 active users per year

• (412 Billion)

X

The Differences• Google AdWords– Paid Search (PPC)– Focuses on targeted

keywords– Uses text-based ads– Ad bidding

The Differences• Facebook Advertising– Paid Social– Focuses on targeted

behavior and interests– Uses display based

advertising (images, video)

• Adwords– Helps you find new customers

• Facebook– Helps new customers find you

Bonus: MOBILE• April 21, 2015 – The world changed– Affects searches that are done FROM mobile– Important since over 60% searches are done on mobile– Penalized if your site is not mobile friendly– AKA “mobile-geddon”

• May 2016 – Doubling Down– Google increases effect of the mobile ranking signal

Bonus: MOBILE• Google’s Importance:

– Different ads for mobile verses desktop– Different call to actions for mobile– Shouldn’t send a mobile ad to a non-mobile site

• 61% of people will abandon a non-mobile site*• A bounced visit from a paid ad is EXPENSIVE

• Facebook’s Importance– Mobile ads are served from the app’s browser

• Users will exit the website if it’s not mobile– August 31, 2016 – Facebook announces “Pre-Fetching”

• Coming months – Adjusting ad auction and delivery system• By “considering website performance and network connection”

Strengths of Google• Massive Audience

– 5.5 Billion searches done every DAY– Google constantly changes

• Two primary networks– Search Network – entirety of Google search– Display Network – Visual ads/banners (brand awareness)

• Everyone can play– Not based on budget alone– Ad quality & relevance

Strengths of Facebook• Detailed Audiencing

– Targeting users based on match set of interests or behaviors– Equivalent to match.com for advertisers to buyer

• User Behavior– What they search for– What content they consume– What content they share/post– Who they connect with

• Look-A-Like Audiences– Import your customer data– Facebook creates a matched set of users

• Visual Platform– Blends right into existing newsfeed, seamless– Very affordable

Targeting Options - Google• Location

– Target by region, city etc– WHERE your customers are WHEN they are searching

• Demographics– Age, gender, parental status

• Keywords– Relevant keywords in search

• Negative Keywords– Exclude keywords to sharpen target

• Device– Target ads to show on different devices

Targeting Options - Facebook• Location

– Based on where they live, work, go to school etc.• Demographics

– Age, gender, relationship, education, job title, +• “Look-A-Like”

– Based on similarities to current fans, customers and website visitors• Behaviors

– Based on previous actions – (likes, devices used)• Interests

– Interests, hobbies and other pages liked• Custom Audiences

– Target bounced traffic from your website or landing page

Mobile Options• Google

– Choose budgeting ratio for mobile vs. tablets

– Optimize text ads for mobile (NEW)– Optimize for iOS vs. Android– 46% of Google Ad revenue is from

mobile• Facebook

– Optimize for iOS vs. Android

ROI - Google• Average CPC (cost per click)

– Averages <$1 to $5– Financial/Legal most expensive

• CTR (click through rate)– Average is 1%

• Conversion Rate– Average is 2%

ROI - Facebook– Above 2% for sponsored story likes– <0.05% for website clicks, events• Very affordable CPM

– Mobile app installs above average CTR and CPC

Landing Pages - Anatomy• Stick to ONE action– This is not your homepage– Too many CTA confuse– End goal should be CLEAR– FORMULA:• ONE landing page – ONE CTA

Landing Pages - Anatomy• Clear, Concise, Compelling

& Consistent– Action should be obvious– Use language that makes

the action a no-brainer– Convey that info with

brevity

Landing Pages - Anatomy• Clean Design– Get rid of bad images, ugly

fonts, excess colors– Simple to follow– Designed to CONVERT

Budgeting• What is a good budget to set?– Small budget = limited success

• Facebook & Google– “boosting” minimum $10/DAY budget– For Google, may want to increase as much as $20-

50/day• Does this seem outrageous?

Traditional Ad Spend• What is your current ad spend?– Can you shift some of the budget?

• $10K in PPC vs. $10K Yellow Pages– 2 Trillion searches vs. 13 Billion

books– 1.13 Billion DAU (Facebook)

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Let’s Create Some Ads

Facebook Ad WalkthroughStep 1: “Create Ad” Step 2: Set a Goal for your ad

Facebook Ad WalkthroughStep 3: Define your audience • Location

• Age• Gender• Language• Interests• Behaviors• Industry• Connections

Facebook Ad WalkthroughStep 4: Initial will be too broad – 1Million

REACH:1,000,000 + people

Great right?NO!!

Location:+20 mile radius LincolnAge:18-65Placement:Facebook Feeds

Step 5: Narrow the audience - < 1K

Age:35-40Match:SMB 10-49 EmployeesInterests:Marketing/AdvBehaviors:SMB / Page AdminsJob Title:CEO/President/FounderIndustry:Several selected

Facebook Ad WalkthroughStep 6: Open it back up – 3,600 PERFECT

Location: (Added)CT, RI, MAAge:35-45Match:SMB 10-49 EmployeesInterests:Marketing/AdvBehaviors:SMB / Page AdminsJob Title:CEO/President/FounderIndustry:Several selected

Facebook Ad WalkthroughStep 7: Budgeting

Set a DAILY BudgetStart/End Date - One month for testing

SHOW ADVANCED OPTIONS

Facebook Ad WalkthroughStep 8: Optimize Ad

Never pay for impressionsPay for clicks! - Or some other action

Facebook Ad WalkthroughStep 9: Ad Type

Single images have been known to work best.

Beginners – start with imageIntermediate - CarouselAdvanced – Use slideshow or video if you have one

Facebook Ad WalkthroughStep 10: Ad Copy & Preview Simple Headline

Brief Description

LEARN MOREHighest CTR

Google Ad WalkthroughStep 1: New Campaign – Search Network Only

Step 2a: Advanced search for locations

Google Ad WalkthroughStep 2b: Set target location – EX: +20mi radius Lincoln, RI

Google Ad WalkthroughStep 3: Bid Strategy

Google Ad WalkthroughOptional: Extensions

PHONE EXTENSION SITELINK EXTENSION

Google Ad WalkthroughStep 4: Ad Groups – USE MODIFIERS!

Google Ad WalkthroughStep 5: Create your ad copy (you will want a few of these created)

Google Ad WalkthroughStep 6: Ad Preview

Google Ad WalkthroughStep 7: Review Your Ad Budgeting

Google Ad WalkthroughStep 8: MODIFY Your Ad Budget

Bonus Options• Email Marketing

– 74% of consumers prefer to receive their communications via email.*

– How many prefer “direct mail” ??• Text Message Marketing

– Direct to their phones– High open rate and High response rate

• YouTube Advertising– Pre-Roll advertising– Second largest “search engine”

Integrated Multi-Media Game Plan

Website Design

Branding & Design

Graphic Design

Marketing Plans Social

Media

Mobile Marketing

Email Marketing

Pay Per Click

SEO

[ This could be YOUR Company ]

What’s Next?