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Presented at Arkansas State University by Abbi Siler. Presentation focuses on understanding what Facebook Ads and Google Ads can do for businesses and how to setup an initial campaign.
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Facebook Advertising & Google Advertising Tools
Abbi SilerTraining Specialist /Business [email protected] l @abbisiler
• 1 million+ active users each month (as of Jan 2014)• 680,000,000 mobile users (phones, ipads, tablets)• 48% of users log onto the site on any given day.• Average time spent per user is 18 minutes.• Average person has 130 friends on Facebook.• Average number a person or group is connected to is 80 pages.
174,000,000+ people in United States1,540,000+ people in Arkansas66,000+ people in Jonesboro (25 mi)
Source: http://www.statisticbrain.com/facebook-statistics/
https://www.facebook.com/business
Okay! Let’s Get On Facebook!
https://www.facebook.com/business
Let’s take a break & take time to connect online!
Facebook: facebook.com/asu.asbtdcTwitter: @asbtdc_asuPinterest: pinterest.com/astatesbdcInstagram: instagram.com/asusbtdc
Google Analytics
http://www.youtube.com/watch?v=JbXNS3NjIfM&feature=share&list=PLI5YfMzCfRtZ8eV576YoY3vIYrHjyVm_e&index=1
Google Adwords
Let’s Get On Google Adwords!
http://www.google.com/adwords/
5 Pillars of Google Adwords Success
1.Structure your Adwords Account Correctly.
2.Choose the right keywords.3.Write attention grabbing ads.4.Select the right landing pages.5.Track who came to your website.
Structuring Your Adwords Account• Be organized. • Separate your keywords into categories/themes – organize
the keywords by themes so that they tie to the appropriate category.• Example: I am selling green tea and black tea on my online tea
shoppe. I am going to create a green tea category with specific keywords for green tea (matcha, loose leaf green tea, bagged, citrus, ginger, etc). Then I am going to create a different category for black tea with it’s own set of keywords for that category (earl grey, breakfast teas, loose leaf black tea, Ceylon tea, Orange Pekoe, Pu-erh, etc).
The more organized your categories and keywords the easier it will be for Google to generate your ad to the right people.
Choosing the right keywords…
• Keywords are the words people use to search for your products or services. They are descriptive and utilized through out all of your online marketing.
• Choose keywords that are 2-3 words long – what I would call a key phrase. These will be more specific in your adwords campaign and will pull a more specific audience.
• Strike a balance between too generic and too specific.– Example: “Tea” may be too generic but “Loose Leaf Organic Black Teas
for Healthy Living” maybe too specific. A good term for me would be: “Loose Leaf Black Teas” or “Loose Leaf Ceylon Tea”
Writing attention grabbing ads…
• A good ad should give a hint as to why a customer should click the ad. What is the incentive to clicking or what information will they be finding when they click this ad?
• Every ad should have a call to action.• Example: If someone is searching for unique loose leaf
black teas, my ad might read “Loose Leaf Black Teas” as the header and description area “Loose leaf black tea blends, Early Grey Tea and other flavors. Buy now and get 20% off!”
• Content matters – be creative and offer something intriguing.
Selecting the correct landing pages…
• Your landing page is the page that the customer lands on after they click the link in the ad.
• It’s important to understand that running the ad isn’t going to bring you sales if they land on a non impressive or misleading website.
• If I am running an ad for my tea company for loose leaf black teas then it should take customers to the page where they can buy loose leaf black teas. Not to the homepage or to the green tea section.
• You shouldn’t be running an adword campaign if you don’t have a website to link to or your website is so out of date that people will click away.
• Remember the goals – all these tools are used to drive traffic to your website but your website has to be ready for the traffic!
Tracking who came to your website from the ad…
• Logging into your Google Adwords account after you have setup a campaign will allow you to see the results on the campaign and how many people saw it and clicked.
• You can also use Google Analytics to track the traffic on your website and how long people stayed on your site and what locations they came from after they clicked the ad.
• You will also be able to compare the ads performance against your orangic search results and referral traffic.
• Measuring is key to understanding success of your ad campaigns, you may see that one keyword is generating for traffic than another and you can adjust the budget you have set for those keywords accordingly.
Helpful Tips & Resources• Watch these videos from Google Adwords: https://
www.youtube.com/channel/UCgl9rHdm9KojNRWs56QI_hg
• Watch these videos froom Google Analytics: https://www.youtube.com/playlist?list=PL96382D7913797880
• Use the help sections:– Facebook Help– Google Analytics Help– Google Adwords Help– When it doubt … GOOGLE IT!
Remember….
DON’T GIVE UP!
Questions?
Contact UsArkansas State University
Small Business and Technology Development Center
(870) [email protected]
www.astate.edu/a/sbtdcwww.facebook.com/ASU.SBTDC
www.twitter.com/asbtdc_asu
