1. Online Advertising with Adwords and Facebook Dan Belhassen greatBIGnews.com Modern Earth Inc.

2. About your presenter Dan Belhassen – Founder and President of Modern Earth Inc., an Internet technology company – Website creators, online software developers, search engine consultants, elearning specialists, mobile developers, new media marketing specialists – Find me in my booth if you want to follow up – Presentation available at http://modernearth.net/lern2012

3. Traditional Online Advertising Banners Downsides – No self service – Typically cost per thousand impressions (CPM) Not results based High cost – Visitors started “ignoring” banner ads

4. Better Advertising

5. How AdWords is Different Self service Market priced (bidding) Integrated analysis

6. History of Google Advertising Engineers created an early version of adwords – Weren’t sure if people would use it 1 st ad within minutes.. – “live mail order lobsters”

7. History of Google Advertising The rest is history.. $37 billion (10 billion Profit!)

8. The AdWords Model Pay per performance – Pay per click (PPC) Fully “self service” – Setup and manage 24x7 Results oriented – Intensive reporting

9. Your 1 st Adwords Campaign Step 1: Create a Google Account – Allows you to access AdWords – Can also be used for other services such as Analytics – Google.com/adwords

10. Your 1 st Adwords Campaign Step 2: Select Languages – Determine which languages to target A visitors “home” language

11. Your 1 st Adwords Campaign Step 3: Select Geography – What cities and states should your ad be displayed in? – You can select multiple city/state combinations – You can also target other countries

12. Your 1 st Adwords Campaign Step 4: Ad Text – Three lines Title First line Second line

13. Your 1 st Adwords Campaign Step 5: Select Keywords – Potential keywords from your site presented – Select as many keywords as possible “Cast a wide net” – Add in other keywords you can think of Synonyms Common misspellings

14. Your 1 st Adwords Campaign Step 6: Set Daily Budget – Maximum spend per day – Does not guarantee full spend Depends on other factors

15. Your 1 st Adwords Campaign Step 7: Traffic Estimator (and bids) – Your goal is to spend as little as possible for best results! – How much are you willing to bid per click? – How much are you willing to pay by month? – How much traffic do you want to receive?

16. Advanced Adwords

17. We’ve seen a simple example – One ad – One target geography – One target audience – But, a “good” marketing campaign will be more complex

18. Advanced Adwords Typically will have multiple of demographics – Interest areas – Geography – Motivation

19. Advanced Adwords Interest Areas – What courses are they interested in? eg: photography, nursing credits, sales training, etc. Is it business or leisure related? – Maybe they don’t know! eg: adventure based leisure activity eg: improving company sales

20. Advanced Adwords Solution - Multiple campaigns

21. Advanced Adwords Multiple campaigns – Each campaign can have A daily budget A set of geographical targets A series of ad groups – Each ad group can have Multiple text ads A list of keywords

22. Advanced Adwords Determine geography – Select by country, state and city – Drill down to specific postal codes – Note – large programs or online programs Set up multiple campaigns to target different courses in different geographies

23. Advanced Adwords Example campaign set up CategoriesBusinessLeisure

24. Advanced Adwords Separate into interest groups CategoriesBusinessEntrepreneurSkills Training Large business LeisureFamilyCouplesKids

25. Advanced Adwords Identify courses (business) Business Entrepreneur Starting a business Marketing 101 Skills Training WHMIS Large business Taking Minutes Corporate Governing

26. Advanced Adwords For each course, identify keywords – Identify as many keywords as possible (misspellings!) Course (ad group)Keywords Marketing 101Marketing for dummies, small business marketing, marketing for small business, marketing ideas WHMISwhmis, online whmis course, whmis course, whimis course Corporate Governinghow a board operates, corporate board, board governing, taking minutes, roberts rules of order

27. Advanced Adwords For each ad group (course), create three ads – Try to use keywords in ad – Ads should appeal to different viewpoints/demographics Marketing for Dummies 5 week course Great results! Small Business Marketing Techniques exposed! 5 weeks to more profit! Beat the recession! 5 week course reveals secrets for your business

28. Advanced Adwords That’s a whole lot of ads! – Right! You would end up with lots of ads – BUT – each week you would find the worst performing ad and replace it with a newly worded ad Keep evolving the ads to increase your conversion rate

29. Even more advanced… Google content network Allows your ads to be promoted on thousands of websites – You can target which websites your ads show up on

30. Even more advanced… Google content network Different types of ads – Image ads – Local business ads – Mobile ads – Click to play video ads

31. Facebook Advertising

32. The Myth: Facebook is only used by kids.

33. The Reality: 30% of users are 35+

34. Nearly ubiquitous  900 million active users  50% log in daily  130 “friends” per user  57% female / 43% male Global friends.. visualized

35. Not everyone likes Facebook Love it, Hate it.. Can’t ignore it.

36. http://facebook.com/advertising

37. Sample Facebook Ad Title / link Image Ad copy (text)

38. Designing an effective ad Facebook ad setup 1.http://facebook.com/advertisinghttp://facebook.com/advertising 2.Destination (URL or page) 3.Target geography 4.Demographics (age, gender) 5.Likes & interests 6.Relationship status, languages, education

39. Designing an effective ad Facebook ad setup 7.Schedule 8.Pricing (CPM vs CPC) 9.Bid

40. Designing an effective ad Experiment with ad text!

41. Designing an effective ad Experiment with ad text! Ad text for a flower shop -Target market: men to women -Target ad to men aged 30+

42. Designing an effective ad Experiment with ad text! Ad text for a flower shop -Target market: women to men -Target ad to women aged 18-40

43. Designing an effective ad Key difference between Facebook and Search Advertising – Facebook users AREN’T SEARCHING! Don’t expect high click through rates – You need to capture their attention

44. Example ads From an online case study Which ad got more clicks?

45. Example ads From an online case study 16 clicks 183 clicks Ad testing is critical! But… which one got the best conversion?

46. Tracking results The power of online advertising is the ability to accurately track results Don’t bother advertising if you’re not going to spend time measuring Use Facebook & Google Analytics to track results – Home > Ads & Pages > Insights – http://google.com/analytics

47. In summary Facebook advertising can be – Highly targeted – Inexpensive – Easy to setup and use Don’t forget to “evolve” your ads Measure your results

48. Thank you! greatBIGnews.com modernearth.net Presentation available at http://modernearth.net/lern2012 Any questions?