Getting Started with

Digital Advertising

Search engine popularity has increased

Worldwide, 88,000,000,000 searches

are conducted on Google per month.

34,000 Per Second

2,000,000 Per Minute

121,000,000 Per Hour

3,000,000,000 Per Day

33% of US consumers spend at least

3 hours online every day.

Brief History of Digital Advertising

1998-PPC 2002

1993 – First Clickable Ad 1994 –“Banner Ad” 1996 – First Ad Server

2005 2007 2010

The Purchase Funnel

Awareness

Education

Consideration

Purchase

Increase Brand Visibility

Drive Qualified Traffic

Impressions & CPM

“plasma tv”Microcenter

Reviews, comparisons, demos

“Plasma tv reviews”

Generate Leads Newsletter, Email captures, etc.

[Sign up for secret offers!]

Sales Revenue, orders, ROI, ROAS

“Buy Sony Bravia 46” Plasma TV”

Defining Goals for Digital Advertising

Goal: Traffic Brand Awareness

Goal: Drive Traffic to Product, Event, Service

Goal: Build Your Fan Base

Goal: Lead Generation

CPM Cost Per Thousand Impressions

CPC Cost Per Click

CPL Cost Per Lead

CPA Cost Per Acquisition

CPSA Cost Per Social Action

Digital Advertising Payment Models

Categorizing Digital Advertising

Paid TV Commercial, Web Banner Ad,

Paid Search

Owned Website, Blog, Facebook Page

Earned Blog Mention, Word of Mouth, Buzz

POEM

PPC/PPA

Banner Ads

Image-based

Text-based Multimedia

Banner Ads

900 Million Users

Boston +5 miles

Women

21-30

Single

You Can Target By:

Demographics: Location,

Language, Education, and

Work

Age, Gender, Birthday, and

Relationship Status

Likes & Interests:

Select Likes & Interests such

as "camping", "hiking", or

"backpacking" instead of

"tents" or "campers“

Connections

Video Comment

Sampling Like

Event

Poll

You Can Target By:

Demographics: Location, Language,

Education, Company, Age, Title

New England States

Consumer Brand

Marketing Manager

Group Memberships

Different Levels of Advertising

Different Levels of Advertising

• Pre-rolls

• Ads appear before the content

• Best performance

• Mid-rolls

• Ads appear during content

• Many marketers wary of interrupting • Post rolls

• Ads appear after content • Perform at 40% level compared to pre-roll

Preparing for a Digital Advertising Campaign

Preparing: Defining Your Audience

Think about the people who you want to see your ads

• Location

• Language

• Education

• Work

• Age

• Gender

• Birthday

• Relationship Status

• HIH

• Groups

• Likes • Friends

Awareness

Education

Consideration

Purchase

Metrics and Measurement

• Impressions & Clicks

• CTR – click through rate

• How many of my ads

got clicks?

• Clicks/impressions

• Return

• Conversion Rate

• Revenue

• ROAS • ROI

Preparing: Keywords Based on what your audience is interested in instead or what they might be looking to

buy depending on the channel

Getting Started

Google AdWords: www.google.com/adwords

YouTube: http://www.youtube.com/yt/advertise/

Bing/Yahoo!: https://adcenter.microsoft.com/

Twitter: https://business.twitter.com

Facebook: http://www.facebook.com/advertising/

Case Study: International Healthcare Publishing

Case Study: International Healthcare Publishing

Goals: • Increase online sales and create buzz for a specialty publication for nurses

• Increase dialogue around and awareness of the publication using

Facebook as a fan gate and alternative point of purchase

Approach: • Search – Facebook ads and PPC to promote

Facebook page

• PR – identify and pitch key influencers in online

nursing community

• Social – created Facebook POS and executed

engagement tactics – quizzes, contests, polls

Case Study: International Healthcare Publishing

13,265% increase in Facebook likes

in first week

12,278,000 impressions on Facebook in one week

Through blogger outreach and search optimized releases, the team was able to secure coverage for the client in industry blogs viewed regularly by the target community.

Francis Skipper Director of Search Marketing

415.542.6250

francis@451marketing.com

linkedin.com/in/francisskipper

@fskip

Getting Started with

Digital Advertising