Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October...
-
Upload
charitycomms -
Category
Government & Nonprofit
-
view
268 -
download
0
Transcript of Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October...
![Page 1: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/1.jpg)
Online advertising at Samaritans
Mike KeatingDigital Communications Manager
Samaritans
![Page 2: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/2.jpg)
#agenda
AdWords: why we do it
AdWords: how we do it
AdWords: its impact
AdWords: THE HIDDEN COST
YouTube, Facebook and Twitter
AOB
![Page 3: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/3.jpg)
AdWords: why?
![Page 4: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/4.jpg)
AdWords: why?
What are your organisational objectives?
What are your team’s objectives?
Would you have targets?
What would they be?
How would you report them?
Who would even notice?
![Page 5: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/5.jpg)
AdWords: how?
![Page 6: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/6.jpg)
AdWords: how?
Remember your objectives
Use a structure that makes sense for you
Understand the limitations
Use extensions and keep them updated
Use data from other tools
Use AdWords’ “Opportunities” - and your instincts
Test, test, test
![Page 7: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/7.jpg)
AdWords: how?
Remember your objectives
![Page 8: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/8.jpg)
AdWords: how?
Use a structure that makes sense for you
![Page 9: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/9.jpg)
AdWords: how?
Use a structure that makes sense for you
![Page 10: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/10.jpg)
AdWords: how?
Understand the limitations
![Page 11: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/11.jpg)
AdWords: how?
Use extensions and keep them updated
![Page 12: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/12.jpg)
AdWords: how?
Use other tools
Google Analytics: Acquisition/Channels/Paid
Google AdWords Editor
Google Search Console
Use your colleagues!
![Page 13: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/13.jpg)
AdWords: how?
Use AdWords’ “Opportunities” - and your instincts
![Page 14: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/14.jpg)
AdWords: how?
Test, test, test
![Page 15: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/15.jpg)
AdWords: how?
Remember your objectives
Use a structure that makes sense for you
Understand the limitations
Use extensions and keep them updated
Use data from other tools
Use AdWords’ “Opportunities” - and your instincts
Test, test, test
![Page 16: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/16.jpg)
AdWords: results
![Page 17: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/17.jpg)
AdWords: results
![Page 18: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/18.jpg)
AdWords: results
![Page 19: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/19.jpg)
AdWords: results
![Page 20: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/20.jpg)
AdWords: results
![Page 21: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/21.jpg)
AdWords: results
KPIs or targets will really help here
(obviously)
Don’t do it for the sake of it
Use your results elsewhere!
![Page 22: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/22.jpg)
AdWords: the hidden cost
![Page 23: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/23.jpg)
AdWords: the hidden cost
![Page 24: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/24.jpg)
AdWords: the hidden cost
![Page 25: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/25.jpg)
AdWords: the hidden cost
Use the Google AdWords editor
Deliberately block out time for it
Read!
Remember the requirements of your Grant
Share responsibility
But be realistic
![Page 26: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/26.jpg)
Great for video
Great for “awareness”
Great for targeting outside your Facebook audience
Less great for donations
Good potential for campaigning
![Page 27: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/27.jpg)
Run shorter campaigns
Refine your targeting - make lots of Advert Sets
Always use multiple creative options
Use separate creative for mobile devices
Check in and evaluate regularly
Keep your enemies close
And keep your friends sort-of roughly as close
![Page 28: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/28.jpg)
YouTube
Target by keyword, channel or by interest groups
Easy to schedule campaigns for specific times
Reports on length of video watched
Use learnings for future content development
Don’t forget subtitles!
![Page 29: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/29.jpg)
![Page 30: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/30.jpg)
AOB
We did banners before and it worked!
We did banners before and it didn’t work
Remarketing didn’t work for us
![Page 31: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/31.jpg)
AOB
What would you do?
![Page 33: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/33.jpg)
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
![Page 34: Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016](https://reader031.fdocuments.in/reader031/viewer/2022022419/58ad5de91a28ab9e428b46c1/html5/thumbnails/34.jpg)
South West Networking Group
14 October 2016
Bristol
#ccsouthwest
Online advertising