Google AdWords and Facebook Advertising: How to Generate Leads from Online Media

Google AdWords & Facebook AdvertisingGenerating Leads for Studies from Online Media

Copyright © 2014 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

Charlie ConardCo-Founder and Principal

Social Go To245 W 29th Street, Suite #1202

New York, NY 10001

[email protected]

socialgoto.comfacebook.com/socialgoto

Remember the trees, please enjoy digitally.

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Outline - Big Picture

What is PPC Advertising?How does Google AdWords ads work?How do Facebook Ads work?What does online marketing require?Examples


Notes for slide PDF are in black.

Pay-Per-Click Advertising vs. CPM


With PPC, you pay when someone clicks on your ad. With CPM, you pay at a rate per thousand impressions.

Here’s an example ofa google search. Ads are on the top and right.The central portion are the organic results, which have to be earnedthrough good SEO (Search Engine Optimization).

The Case of the Frustrated Client“I used to just pay you to mail a postcard to a good list and sit back and get response. Now, I have to be a content company and do all this additional work to reach prospects!”

1 - Write one simple ad. 2 - Include a way to contact you directly.3 - Print in a newspaper or magazine.4 - Play on the radio.5 - Response comes in.

The Old Way


1 - Write many multiple ads. 2 - Do keyword research.3 - Create an online account and microsite/LP.4 - Develop incentives or content to cultivate.5 - Response comes in.6 - Optimize your ad campaigns to save money.

The New Way


“I have to do a lot more work in today’s online marketing world, need more marketing expertise than ever before (or access to it), and must create content that prospects like! That’s really difficult

when I am working so hard already in my chosen field!”


Why do I need to do this at all? Because my prospects are now using social media and other online media more than traditional media!


AdWords is the Google ad product for ads that appear in search and contextual venues, like gmail.

Intent • Research • Potential Point of DecisionThese are the three great benefits of reaching prospects through search.People are actively searching for a solution and tend to be more committedto taking an action sooner than a more general prospect.


Top Position Ads: You bid for your ad to appear. The more you are willing to payand the better your Quality Score (of your destination link), the morelikely your ad is to appear. However, you only pay when someone clicks on it.


Ads from the right side of the search results, also called Right Rail ads.

It’s an auction to appear;you pay when you appear and your ad is clicked on.


Think of bidding on keywords as an ebay auction for these terms. The morepeople bidding for a particular term, the higher the price. If you’re biddingagainst a drug company, you have to spend a lot more money!

DoingAdWordsthe Right Way


There is a 10 Step, iterative process for masteringan AdWords campaign.

Your campaign is never done. It has to be actively managedor results will suffer and you will pay a lot more money for your clicks!


Keyword research is step #1. Keywords are important, because that is what triggers who sees your ads and when.


Just one keyword researchquery gives us 60 potentialkeyword combinations.

Successful AdWordscampaigns can easily have hundreds or even thousands of keyword word combinations, each with matching ads!

Note the high cost of ADHD terms. $2.18 - $5.09 for a single click.


The Long Tail are where the highest converting and least expensive keywords are... The hard part is that you have to reach a lot of longer keywords to get results.


Simple keywords have a lot of (poor) marketers bidding on them.They are expensive and usually are less likely to convert.

In contrast, more specific “long tail”keywords are from people who are further into the sales cycle andcloser to making a decision or taking anaction!

RELATIONSHIP FUNNEL (or)SALES FUNNELYour prospects go through a cycle to become customers. The more prospects you start with, the more will make it through as customers!



We’re skipping Step #2, sinceit’s account setup.

Now, on to Step #3, developing alanding page.

You just paid Google a few dollarsfor a click. Until you get that prospectto give you their information...you are wasting your money.

A click on an ad is an expression of mildinterest! Now the real work begins: earninga response.


Here are some elements of a successful landing page design, which sole purpose is to get someone to give you their contact info! That’s why there are also called

“squeeze pages” by many. You are convincing (aka squeezing) info from a prospect!


This is a mediocre landing page. Why?

Sadly, it’s better than most landing pages.


Most of the sales cycle happens without you!You must think like a prospect to identify prospect pain points. That’s why

they are searching. Your goal is to give them a reason to contact you!

You must give them the exact solution that they are searching for!

This is a darn good landing page. Why? Copyright © 2014 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

“Below the Fold”

Copyright © 2014 by Social To Go. These copyrighted materials are

are authorized solely for your personal, individual private use

and are not intended for unauthorized distribution.

“Submit” is the worst word ever.

Copyright © 2014 by Social To Go. These copyrighted materials are are

authorized solely for your personal, individual private use and

are not intended for unauthorized distribution.



Wow. That was a lot of workand we have not even workedon the ads yet!

Step #4


Here are some of the factorsthat make for a successful

Google AdWords ad.


And now some words about the daily

managementand optimization of your ad campaigns.

Benchmark Click-Through Rates Source: Quora

148%


This is why regular campaign optimization matters: Better results for the same investment!

Online Marketing is TESTING.If you are not testing, you are failing. -MarketingSherpa/Marketing Experiments


Search Intent

Interest

find ADHD doctorget ADD helpADD drugs

ADHDAttention Deficit DisorderADHD MomsADHD Hub


Keywords for these ad platforms are not the same.

Where the ads are


Where the ads are


Facebook News Feed, Right Rail and Mobile Ads

Relevant Examples


Almost all these ads on this and following pages have problems!





Wild Card


If you have an email list, you can use it several ways to leverage your social media. These are advanced, powerful techniques that really work!

Two Main DirectionsCopyright © 2014 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

Build a Facebook audience or drive traffic to a website,usually a deeper, more specific page

than the home page (that I show here).

Social Gradient of CUNY-Hunter College is one of my clients. They supportminorities in the sciences with an emphasis on health sciences.

I’ve also done work with Mount Sinai Hospital,NYU Langone Medical Center, Bellevue Hospital Center (Ryan White CARE Act), ASCNYC (AIDS Service Center New York) and other related nonprofits.


AdWords or Facebook Ads:How to Choose?!

Cost/Competition High Low - Moderate

Lead Type “More Sales” Demand Generation

Image/# Ads No / Many! Yes / SomeLanding Page Essential Depends

Skill Set High Moderate / Changes

Keyword Purpose Search Intent Interest / Action

Cultivation Potential Low Moderate - HighLead Time Moderate - High Low - Moderate


Comparison with a

heat map.


While there are good reasons for using both platforms, I recommend definitely using Facebook

Ads. They have unprecedented targeting capability, more flexibility, and tend to be far less expensive.

The downside is that even ad agencies sometimesmake poor choices for their Facebook ad campaigns.Results come with an iron-clad strategy that ties to

the goals you want to achieve!

What Does All This Cost?

Small $475/Month + $300 Ad Spend = $775/Month

Medium $975/Month + $600 Ad Spend = $1,575/Month

Large $2,000/Month + $900 Ad Spend = $2,900/Month

$2,400 - $12,000


Summary

1 - PPC Advertising is a great way to generate leads.2 - Facebook Ads = demand generation.3 - Google AdWords = capturing research or decision.4 - You must have a cultivation/conversion plan.5 - Online marketing requires active optimization.6 - Nothing works until it all works.


Please take a minute to connect with me and recommend me on LinkedIn:https://www.linkedin.com/in/charlieconard Thank you!

Thank again for the opportunity to speak to your

department.

I’d welcome and appreciate a brief recommendation about

my speaking onLinkedin.

https://www.linkedin.com/in/charlieconard

https://www.linkedin.com/in/charlieconard

Charlie ConardCo-Founder and Principal Social Go To245 W 29th Street, Suite #1202New York, NY 10001

[email protected]

socialgoto.comfacebook.com/socialgoto

We help businesses get more and better customers. We reach prospects where they are spending their time... on social media.

Our strategies help deliver the results clients want and need, so they can focus on what they do best.


