DIGITAL ADVERTISING: AD MOBS, FACEBOOK, TWITTERBRIAN HUONKER

Linkedin.com/in/bkhuonker/Facebook.com/Designs.By.BrianTwitter.com/bkhuonkerbrian@huonks.com

WHERE YOU CONTACT ME

Define the target audience Who are you looking to sell to? Where do they “hang out” online? Which social platforms are they using? How do they search for products and services online?

Choose the best platform to reach your audience Between the various social media, search engines, display

advertising and direct email marketing options, there are many ways effectively reach your market online.

Measure and adapt Review the best methods for measuring the effectiveness of your

campaign Discover the value of adapting and changing.

HERE’S WHAT THE SESSION WILL COVER

DEFINE THE TARGET AUDIENCE

Google, Yahoo!, Bing, Amazon and many other players have created networks and exchanges that place display ads on millions of websites.

The networks offer lots of ad availability by topic.The networks also target consumers based on

educated guesses about their age interests and location based on the sites they visit online purchases other online actions recorded by cookies

So advertisers might buy ad inventory on any website just aimed at gardeners or homeowners in a ZIP code.

DEFINE THE TARGET AUDIENCE

Who Who are your current customers? Who do you want to buy your products and services? Who are you marketing to now?

What What are your customers’ backgrounds? What do they buy?

When When do consumers buy your products? When do consumers interact with your brand now?

DEFINE THE TARGET AUDIENCE

Where Where do your customers live? Where did they discover you online?

Why Why do they buy? Why do they buy from your competitors?

DEFINE THE TARGET AUDIENCE

From those questions Develop a online persona. Allows you to develop a “template” on

how you would craft a specific message to attract that audience categorize them according to their needs, their buying behavior, their online responses, or any other pertinent data you would want them to sort with.

Be an online stalker (social monitoring) People reveal themselves publicly in cyberspace

activities they participate in content pieces they like and comment on things that they buy online

DEFINE THE TARGET AUDIENCE

Let’s do this @Midwest? Or do we have a volunteer from the audience?

DEFINE THE TARGET AUDIENCE

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

Facebook Ads You can choose the

audience by using filters, Target based on interests,

demography and geography Target based on friends of

those currently engaged

Located in the right rail Pay-per-click (auction) or

pay for number of views More of a traditional

“banner” ad

Facebook Promoted Post You can choose the

audience by using filters (not as robust), Target based on interests,

demography and geography Target based on friends of

those currently engaged

Designed to push your content to more of your fans who would not organically see your content

In the wall feed Pay for number of views Only as effective as the

content you promote

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

http://Facebook.com

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

Twitter ads are best for a few common marketing objectives, including: Promotions: Recommended for time sensitive events with a sense

of urgency. Twitter users are following brands to get information on discounts and free stuff.

Brand awareness: Allow advertisers exposure to potentially new audience

Followers: Pay-per-follow to grow the follower base and leverage this audience for future promotions and dialogue.

Promote content: As part of a overall content marketing strategy.

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

Twitter: Promoted Account Increase the number

of relevant followers to a Twitter profile.

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

Twitter: Promoted TweetsAppear directly in the

timeline among non-paid tweets.

Specific tweets can be changed anytime.

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

Twitter: Promoted TrendsFeatured next to the

users timelineAds appear at the top

of the trending topics list.

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

Ad TargetingTargeting varies

slightly per the ad format

Granular and behavior driven

InterestsFollowersKeywordsTelevisionDevices or platformsGeographyGenderTailored audiences:

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

http://Twitter.com

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

LinkedIn Sponsored UpdatesThis content should

be snackablehelpful, engaging require limited context

about your business

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

http://l inkedin.com

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

Google AdwordsReach people at the

precise moment they’re searching for what you offer

Control your budgetSee exactly what's

working in your ad, and build on it

Measure the impact of your ad.

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

http://www.google.com/adwords/

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

Google Adwords (DFP Small Business)Make money by

placing ads on your site

Show ads that interest your users

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

Google AdMobs

CHOOSE THE BEST PLATFORM TO REACH YOUR AUDIENCE

https://www.google.com/adsense/apphttps://www.google.com/ads/admob/index.html

MEASURE AND ADAPT

Here are the key statistics to watch: Your average daily and monthly campaign spend Your average impression share and coverage, i.e., the percentage

of search engine users who are seeing your ads (also known as reach)

The number of visitors (clicks) you typically receive on both a daily and monthly basis

Your average clickthrough rate, or CTR, meaning the percentage of people who see your ads and actually click them

Your average conversion rate, or the percentage of visitors to your site who buy from you

Your spend relative to your competitors' (optional, but highly recommended)

QUESTIONS