1. 1 OCM U 114 Google Adwords & Facebook Ads The Office of Communications & Marketing (OCM) louisville.edu/ocm

2. 2 About OCM OCM is under the Advancement Office for the University. OCM is charged with maintaining and promoting the university brand and strategic marketing mission, as a whole. louisville.edu/ocm/ Find ALL of the material from this presentation at: louisville.edu/ocm/ocm-u-training

3. 3 Keep your marketing mix in mind Adwords and FB are one piece of a successful campaign Traditional marketing still works Print (invites, post cards, fliers, posters) Print ads (newspaper, want-ads, penny savers) Media – radio, T.V. and rich internet media Crowd sourcing – online and traditional Outdoor, movie theater or other display ads Word of mouth – events, training, socializing Testing is OK but investing w/o a plan is foolish Online target audience should help define your spend Start slow and blow up when a market presents itself Don’t guess – know your #s

4. What to expect 4 What FB and Adword are Text and icon-based advertising Simple, targeted, mostly text ads Highly targeted Inexpensive Bid-based ranking and pricing Fast Low maintenance HUGE, small-cap ad network with strong, free and relatively accurate reporting 24/48 hours to live (w/ approval) Access to other forms of ads incl. banner, radio, tv and more

5. What NOT to expect 5 What FB and Adword are NOT A top-tier, Ad Network (with top media and web property brand names) Account managed services, with hand-holding, unless you spend more Get rich-quick (or have instant success) Spectacular advertising success, even over time Approval of your ads – sometimes it may take several iterations of approval/appeal ROI or CTA success – unless YOU manage it An alternative to other ads/ marketing, it is not always the best or right solution

6. 6 About Google Adwords https://www.google.com/intl/en_us/adwords/select/library/inde x.html Getting Started with Google AdWords Create a Google AdWords account in minutes. About the Display Network Learn how the Google Display Network can help your business grow. Account Navigation Get acquainted with your AdWords account. Understanding your Billing Statement Review your monthly invoice at a glance. Bidding and Ranking Improve your ad position and control your costs. Keyword Matching Options Refine your ad targeting and reduce irrelevant clicks. Optimization Tips Attract more prospects by editing your ads. Understanding Conversion Tracking Learn which ads are delivering results.

7. 7 About Google Adwords pg. 2 https://www.google.com/intl/en_us/adwords/select/library/index.html

8. 8 About Facebook Ads Tutorials - https://www.facebook.com/adsmarketing/index.php https://www.facebook.com/adsmarketing/index.php Video Tutorials

9. The Future of FB and Adwords 9 Google + An early-stage, Facebook competitor. How it competes and beats FB is still TBD. It may end up being an e- mail replacement, NOT a FB competitor. G+ will give Google, FB-like targeting G+ is already improving Google Search ranking Competition (FB) only helps all of us Facebook Introduced more invasive in-wall ads (sign of desperation) Is the best, targeting solution (now) Expect privacy improvements Expect less & hope for more, based on history

10. Shut up already 10 Let’s make an Ad together and live happily ever after! Volunteers?

11. 11 Contact OCM Online Contact(s) Jeff Rushton – digital media Office of Communications & Marketing (OCM) jeff.rushton@louisville.edu 502-852-8119