Facebook, Google AdWords, and Google Display NCSHA Annual Conference and Showplace 2014 Navigating Online Advertising Tools

Facebook Ads  Collaborative process with marketing agency, wedu (we write the content, they suggest which pieces could be good for paid promotion)  Primarily do sponsored content ads  Focus advertising on homeownership programs  It’s cheap ($750/month budget), simple, and allows for targeting

Facebook Ads

Google AdWords  Text-only ads that appear during Google searches featuring the keywords we are targeting  Hired marketing agency (wedu) to do set up and active management of AdWords  We work with them on updating content and identifying keywords

Google AdWords

Google Display Network  Started in June 2014  Shifted from paid placements on local media websites to Google Display Network, which has a wider reach  A strategy of “following” anyone who might be interested in us rather than staying in one place and hoping they come to us  Sometimes we appear on websites that offer paid placements, but for less $$

How do we measure?  For Facebook:  Look at comments, likes, and shares for engagement  Paid views vs. organic views  Where it ranks among referrers to website  Monthly reports with our marketing agency  Insights tool also has good features

Insights

How do we measure?  For other paid advertising: Google Analytics  Monthly reports from our marketing agency  Referrals and top landing pages to see where people are coming from and what they are viewing  Using goals in Google Analytics  Track if people are taking action on our site (ex. Filling out a lender form)

Goals in Google Analytics

Google AdWords

Display Network

Top Takeaways  Take advantage of online’s ability to adapt. Watch your metrics and adjust accordingly.  Prioritize according to what makes sense for you. (Reporting tools can do a lot and look at data many different ways)  Dive in and play with it.  Find a way to connect the dots among your various efforts.