Digital Advertising - Google PPC vs. Facebook Advertising - FIGHT!
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Transcript of Digital Advertising - Google PPC vs. Facebook Advertising - FIGHT!
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)
X
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?