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Here are my slides from the online advertising seminar I gave at http://www.printefficiently.com/.
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Successful Online AdvertisingPrint Efficiently 2014
How to build a brand and sell through the web with online advertising.
Who Am I?
John McElborough• MD of Inbound360 – an online
advertising agency based in Sussex
• Certified AdWords Professional & Google Partner
• 10 years experience with advertising online
• Working with a number of printing companies across the UK
Email: [email protected] Twitter: @johnmcelboroughPhone: 07809 887424
Types of Online Advertising
Display Advertising
Display Advertising
Pro’s & Con’s
Good for:
• Building brand awareness• Location and site
targeting• Pay per click pricing
available
But some issues:
• Doesn’t drive sales• Hard to quantify value• Many users will ignore• Lack of quality, relevant
websites in your sector
Complicated Technology
http://www.adexchanger.com/venture-capital/ecosystem-map-luma-partners-kawaja/
Google Display Network - Simple
Fastest growing area of ad spend
Social Media Advertising
Best Practice For Social Ads
• People on social sites aren't looking to buy products
• Don't interrupt the users flow • Instead promote content that your customers
(past or future) might be interested in– Turn customers into brand advocates– Convert prospective customers into warm leads
For example you could promote:
• How to articles• News stories• Blog posts• Whitepapers• Case studies• Special offers• Product/ service
launches
LinkedIn Advertising
Search Engine Advertising (AKA PPC)
Search Engine Advertising (AKA PPC)
The Benefits Of PPC
• You only pay when someone clicks on your ad and visits your website
• You pay nothing for your ads and your brand to be shown in search engine results pages (SERPs)
• You control spend and can easily track your return on investment
How Do Your Customers Search?
PPC Advertising Best Practice
• Advertise to searchers at different stages of the buying cycle
• Different types of keywords will have different values – set your bids accordingly
• Track your results – how many sales, emails, phone calls have each keyword and ad generated?
Retargeting
98%* of visitors won’t buy on their first visit to your website*or more
How it Works
Retargeting in practice
Key Takeaways
• Start small & concentrate on getting the right people to your site. – Not just the most people.
• Use a combination of channels to attract customers at different stages. – Don’t rely too heavily on one channel.
• Start by understanding the types of people you want to attract. – Then work out how to reach them online.