Not Your Father's Advertising: The New Face of Display
51
@SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 NOT YOUR FATHER’S ADVERTISING: THE NEW FACE OF DISPLAY @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 SARAH LOKITIS, SOCIAL MEDIA MANAGER CASEY DAVENPORT, ACCOUNT MANAGER
-
Upload
marketing-mojo -
Category
Documents
-
view
782 -
download
2
description
View the full recorded webinar at http://bit.ly/17LUh3G. Display advertising is so much more than just banners. With text ads, images, videos and rich media, marketers have many more display advertising options available to them than even just a few years ago. Add to that the myriad ways to target advertising to just the right audience, and you have a highly effective means of reaching more potential customers at the right time. In this webinar, Search Mojo’s Sarah Lokitis and Casey Davenport will give you a tour of the top display advertising options available to you, and how you can best take advantage of them to pinpoint your audience and drive more leads and sales. What You Will Learn: * How to get started with display advertising on Google, LinkedIn and Facebook * The many different ways to target your ideal audience on different advertising platforms * New ways to take advantage of tried-and-true platforms to get more from your display advertising
Transcript of Not Your Father's Advertising: The New Face of Display
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
NOT YOUR FATHER’S ADVERTISING: THE NEW FACE OF DISPLAY
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SARAH LOKITIS,SOCIAL MEDIA MANAGER
CASEY DAVENPORT,ACCOUNT MANAGER
SEARCH-MOJO.COM@searchmojo #mojowebinar
TODAY’S PRESENTERS
Sarah LokitisSocial Media Manager,
Search MojoFollow on Twitter: @lokitis
Casey DavenportAccount Manager,
Search MojoFollow on Twitter:@CaseyDavenport
SEARCH-MOJO.COM@searchmojo #mojowebinar
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX, MarketingProfs, PubCon and more
SEARCH-MOJO.COM@searchmojo #mojowebinar
OUR CLIENTS
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
WHY DISPLAY?
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
GOOGLE DISPLAY: A PRIMER
SEARCH-MOJO.COM@searchmojo #mojowebinar
TYPES OF GOOGLE DISPLAY ADS
• Text• Image• Video• Rich media
SEARCH-MOJO.COM@searchmojo #mojowebinar
TEXT ADS
• Text ads have the same character limitations as traditional search text ads
SEARCH-MOJO.COM@searchmojo #mojowebinar
IMAGE ADS
SEARCH-MOJO.COM@searchmojo #mojowebinar
IMAGE AD SIZES
• Leaderboard (728 x 90 pixels)• Banner (468 x 60)• Small square (200 x 200)• Skyscraper (120 x 600)• Wide skyscraper (160 x 600)• Square (250 x 250)• Medium rectangle (300 x 250)• Large Rectangle (336 x 280)
SEARCH-MOJO.COM@searchmojo #mojowebinar
RICH MEDIA ADS
• Video ads, Flash animated ads, and ads that mix text, animated content, and designs
SEARCH-MOJO.COM@searchmojo #mojowebinar
VIDEO ADS
• Click-to-play• In-video - overlay message at the bottom of a video• In-stream - video ad that plays at the beginning or end of a
“content” video.
SEARCH-MOJO.COM@searchmojo #mojowebinar
TARGETING METHODS
• Advertisers on Google can target ads by the “who” and the “where”
Where:• Placement• Contextual keywords• Page topic
Who:• Remarketing• Demographic • Interest Categories
SEARCH-MOJO.COM@searchmojo #mojowebinar
REMARKETING
• Serves ads to previous site visitors• Landing page or website visitors• Allows you to “recycle” those
clicks that do not immediately convert
• Place cookie in browser
SEARCH-MOJO.COM@searchmojo #mojowebinar
REMARKETING
Google Retargeting ads focused on dogs show to user
User Responds to Offer (Fills out form)
User Does Not Respond to Offer
(Doesn’t fill out form)
Mark person as dog lover
Ad targeted towards dog
lovers
Landing page, focused on dog products
SEARCH-MOJO.COM@searchmojo #mojowebinar
REMARKETING
Example:
SEARCH-MOJO.COM@searchmojo #mojowebinar
DEMOGRAPHICS
• Target Ads by Gender – Male, Female, Unknown
SEARCH-MOJO.COM@searchmojo #mojowebinar
DEMOGRAPHICS
• Target ads by known age range
SEARCH-MOJO.COM@searchmojo #mojowebinar
INTEREST CATEGORIES
• Google Has Over 1,600 Interest Categories• Allows you to reach people based on their interests• Defined as users browse pages across the Google Display
Network.
SEARCH-MOJO.COM@searchmojo #mojowebinar
INTEREST CATEGORIES
View the interests and demographics assigned to your Google account at: www.google.com/ads/preferences
SEARCH-MOJO.COM@searchmojo #mojowebinar
KEYWORD CONTEXTUAL
SEARCH-MOJO.COM@searchmojo #mojowebinar
FIND THE SWEET SPOT
• Mix and match individual targeting methods• Combining targeting methods makes smaller reach, but more targeted audience
SEARCH-MOJO.COM@searchmojo #mojowebinar
PLACEMENTS
• Automatic placements are determined by Google and qualified by all other targeting methods
SEARCH-MOJO.COM@searchmojo #mojowebinar
PLACEMENTS
• Managed Placements are defined by advertiser
SEARCH-MOJO.COM@searchmojo #mojowebinar
PLACEMENTS
• Google’s placement tool allows advertisers to browse the internet for possible managed placements
SEARCH-MOJO.COM@searchmojo #mojowebinar
TOPICS
SEARCH-MOJO.COM@searchmojo #mojowebinar
CATEGORY EXCLUSION
SEARCH-MOJO.COM@searchmojo #mojowebinar
OPTIMIZE PERFORMANCE WITH BIDDING
With data these targeting methods can also be used as bidding methods
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
FACEBOOK ADVERTISING: A PRIMER
SEARCH-MOJO.COM@searchmojo #mojowebinar
TYPES OF FACEBOOK DISPLAY ADS
• Facebook ad• Sponsored story• Page post ad• Promoted post• Sponsored result• Facebook exchange
SEARCH-MOJO.COM@searchmojo #mojowebinar
FACEBOOK AD
• Standard ad unit• Right side of page• No social ad features• Used to drive users to
website for conversionor to Facebook page
SEARCH-MOJO.COM@searchmojo #mojowebinar
SPONSORED STORY
• Post generated because of interaction on Facebook page
• Typically have high click-through-rates
• “Paid organic”
SEARCH-MOJO.COM@searchmojo #mojowebinar
PAGE POST ADS
• Ads created from wall page posts• “Paid organic”
SEARCH-MOJO.COM@searchmojo #mojowebinar
PROMOTED POST
• “Paid organic”• Allows Facebook post to reach a larger audience
SEARCH-MOJO.COM@searchmojo #mojowebinar
SPONSORED RESULTS
SEARCH-MOJO.COM@searchmojo #mojowebinar
FACEBOOK EXCHANGE (FBX)
• Targets Facebook users who have already visited your website
• Powerful for direct response marketers
SEARCH-MOJO.COM@searchmojo #mojowebinar
FACEBOOK.COM/ADS/ADBOARD
SEARCH-MOJO.COM@searchmojo #mojowebinar
FACEBOOK TARGETING
SEARCH-MOJO.COM@searchmojo #mojowebinar
FACEBOOK TARGETING IS FOR B2B, TOO!
• Professionals don’t stop being professionals when visiting Facebook
Photo: Gesundheit! institute
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
LINKEDIN ADVERTISING: A PRIMER
SEARCH-MOJO.COM@searchmojo #mojowebinar
SEARCH-MOJO.COM@searchmojo #mojowebinar
LINKEDIN ADVERTISING OPTIONS
• LinkedIn Marketing Solution– Display and social ads– Dedicated LinkedIn account
manager– Minimum spend = $25,000/3
months– Guaranteed inventory and
delivery– Cost per impression (CPM)– As low as $25 CPL
• LinkedIn Self-Serve Ads– Text Ads with Small Image– No Minimum Spend– Cost per impression (CPM)
OR Cost per click (CPC)
– As low as $13 CPL
SEARCH-MOJO.COM@searchmojo #mojowebinar
~200 MILLION MEMBERS
Source: LinkedIn
SEARCH-MOJO.COM@searchmojo #mojowebinar
DEFINE YOUR TARGET AUDIENCE
?
?
?
??
?
?
SEARCH-MOJO.COM@searchmojo #mojowebinar
TARGETING OPTIONS
SEARCH-MOJO.COM@searchmojo #mojowebinar
TARGETING SWEET SPOT
GroupsCompany
& Title Targeting
SWEET
SPOT!
SEARCH-MOJO.COM@searchmojo #mojowebinar
ANATOMY OF A LINKEDIN AD
SEARCH-MOJO.COM@searchmojo #mojowebinar
MEASURE AND TEST
SEARCH-MOJO.COM@searchmojo #mojowebinar
UPCOMING WEBINAR
Monitoring, Managing and Maintaining Your Company’s Online Reputation
• March 21, 2013• 2:00 p.m. ET• Register today at
www.search-mojo.com/orm
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHAT’S NEXT?
Interested in hearing more about Search Mojo’s services?Reach out to us & start a conversation!
[email protected] 800-939-5938 x101
SEARCH-MOJO.COM@searchmojo #mojowebinar
CONTACT
Sarah [email protected] x108
Google+: +Sarah Lokitis(and +Search Mojo)Twitter: @lokitisFacebook:
www.facebook.com/SearchMojo
Casey [email protected] x115
Google+: +Casey Davenport(and +Search Mojo)Twitter: @CaseyDavenportFacebook:
www.facebook.com/SearchMojo
