Post on 11-May-2015
Getting Started with
Digital Advertising
Search engine popularity has increased
Worldwide, 88,000,000,000 searches
are conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour
3,000,000,000 Per Day
33% of US consumers spend at least
3 hours online every day.
Brief History of Digital Advertising
1998-PPC 2002
1993 – First Clickable Ad 1994 –“Banner Ad” 1996 – First Ad Server
2005 2007 2010
The Purchase Funnel
Awareness
Education
Consideration
Purchase
Increase Brand Visibility
Drive Qualified Traffic
Impressions & CPM
“plasma tv”Microcenter
Reviews, comparisons, demos
“Plasma tv reviews”
Generate Leads Newsletter, Email captures, etc.
[Sign up for secret offers!]
Sales Revenue, orders, ROI, ROAS
“Buy Sony Bravia 46” Plasma TV”
Defining Goals for Digital Advertising
Goal: Traffic Brand Awareness
Goal: Drive Traffic to Product, Event, Service
Goal: Build Your Fan Base
Goal: Lead Generation
CPM Cost Per Thousand Impressions
CPC Cost Per Click
CPL Cost Per Lead
CPA Cost Per Acquisition
CPSA Cost Per Social Action
Digital Advertising Payment Models
Categorizing Digital Advertising
Paid TV Commercial, Web Banner Ad,
Paid Search
Owned Website, Blog, Facebook Page
Earned Blog Mention, Word of Mouth, Buzz
POEM
PPC/PPA
Banner Ads
Image-based
Text-based Multimedia
Banner Ads
900 Million Users
Boston +5 miles
Women
21-30
Single
You Can Target By:
Demographics: Location,
Language, Education, and
Work
Age, Gender, Birthday, and
Relationship Status
Likes & Interests:
Select Likes & Interests such
as "camping", "hiking", or
"backpacking" instead of
"tents" or "campers“
Connections
Video Comment
Sampling Like
Event
Poll
You Can Target By:
Demographics: Location, Language,
Education, Company, Age, Title
New England States
Consumer Brand
Marketing Manager
Group Memberships
Different Levels of Advertising
Different Levels of Advertising
• Pre-rolls
• Ads appear before the content
• Best performance
• Mid-rolls
• Ads appear during content
• Many marketers wary of interrupting • Post rolls
• Ads appear after content • Perform at 40% level compared to pre-roll
Preparing for a Digital Advertising Campaign
Preparing: Defining Your Audience
Think about the people who you want to see your ads
• Location
• Language
• Education
• Work
• Age
• Gender
• Birthday
• Relationship Status
• HIH
• Groups
• Likes • Friends
Awareness
Education
Consideration
Purchase
Metrics and Measurement
• Impressions & Clicks
• CTR – click through rate
• How many of my ads
got clicks?
• Clicks/impressions
• Return
• Conversion Rate
• Revenue
• ROAS • ROI
Preparing: Keywords Based on what your audience is interested in instead or what they might be looking to
buy depending on the channel
Getting Started
Facebook: http://www.facebook.com/advertising/
Case Study: International Healthcare Publishing
Case Study: International Healthcare Publishing
Goals: • Increase online sales and create buzz for a specialty publication for nurses
• Increase dialogue around and awareness of the publication using
Facebook as a fan gate and alternative point of purchase
Approach: • Search – Facebook ads and PPC to promote
Facebook page
• PR – identify and pitch key influencers in online
nursing community
• Social – created Facebook POS and executed
engagement tactics – quizzes, contests, polls
Case Study: International Healthcare Publishing
13,265% increase in Facebook likes
in first week
12,278,000 impressions on Facebook in one week
Through blogger outreach and search optimized releases, the team was able to secure coverage for the client in industry blogs viewed regularly by the target community.
Francis Skipper Director of Search Marketing
415.542.6250
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
Getting Started with
Digital Advertising