1. The Importance of Custom Audience Targeting

2. WHAT IS CUSTOM AUDIENCE TARGETING?
Custom Audience Targeting is the ability to define your customer base and deliver ads to them through online advertising
By using specific traits, habits and demographic information, you are able to serve your ads to your ideal customer
Uses all of the resources available on the Google Search and Display Network platforms

3. WHY ARE CUSTOM AUDIENCES SO IMPORTANT?
Take advantage of your consumer data
Tactful use of ad budget
Test combinations or groups
Improve engagement
Increase return on investment

4. DISPLAY ADVERTISING
Now that you have your custom audience, how do you reach them?
Display advertising is a way to grow brand awareness and trigger user action online by serving your ads on multiple websites, catered to your custom audience.
Display ads, also known as banner ads, include many different formats and sizes, which ideally contain a strong call-to-action and compelling images.
Through the Google Display Network, your ad has the ability to reach 90% of all internet users without being restricted to one website.
You are able to select exactly who you want to see your ad through detailed targeting methods.

5. DISPLAY AUDIENCE TARGETING

6. MICHIGAN’S BREWERS GUILD – CASE STUDY
Goals
A northern brewers guild was hosting its largest weekend event, a Friday/Saturday beer festival. Ticket sales for Friday were down so the client enlisted our services to boost revenue for Friday tickets only. We were given 10 days to achieve our revenue goal.
Challenges
Having tried many other marketing methods without getting a proper return on investment, the client was skeptical of our recommended tactics.
We were given a directive to avoid event related keywords.
We were given a directive to avoid a geography within a close proximity of the event. The client felt that locals would buy tickets at the gate.
We were given 10 days to provide an appropriate ROI.

7. MICHIGAN’S BREWERS GUILD – CASE STUDY
Solutions/Results
We utilized Google AdWords Search Engine Marketing to deliver clicks to the website and then used conversion tracking to monitor ticket sales.
We optimized the campaign by utilizing the keywords that were bringing in the best results and pausing any keywords that were not converting to ensure the budget was spent to deliver the highest possible ROI.
We focused on the geographical area that would capture a new audience within an easy drive distance from the event.
The campaign was a huge success!  In just ONE WEEK, the client received a 60% ROI and the campaign saw a 7.21% CTR with an average ad position of 1.27.
We were enlisted to run search campaigns for the next two events. The 2nd produced a 412% ROI, and the 3rd produced a 772% ROI at a CTR of 17%!

8. OUR LTPA PROGRAM OFFERINGS
Compass Media Digital Ad Campaign
Compass Media Digital Campaign with Pre-Determined Audiences
Compass Custom Festival/Event Promotion

9. COMPASS MEDIA DIGITAL AD CAMPAIGN
Program Options
1,500 guaranteed clicks $1,740
2,500 guaranteed clicks $2,800
5,000 guaranteed clicks $5,700
10,000 guaranteed clicks $11,150
Materials due one month prior to start date
We make display advertising easy for LTPA members through our Compass Media Digital Ad Campaign program.
With this program you receive the following:
A custom digital ad campaign hosted through the Google Display Network
Help defining your custom audience based on your current customer base and website traffic trends
A digital campaign manager who will work hand-in-hand with you to optimize your campaign from start to finish
Monthly reporting to show you your return on investment

10. PRE-DETERMINED AUDIENCES
Not sure where to start?
Compass Media has created three key audiences using Topic and Interest targeting that have proven successful in Louisiana:
Music
Outdoor Enthusiasts
Culinary
Add demographic and geographic constraints, tweak, and run!
Program Options
1,500 guaranteed clicks $1,740
2,500 guaranteed clicks $2,800
5,000 guaranteed clicks $5,700
10,000 guaranteed clicks $11,150
Materials due one month prior to start date

11. COMPASS CUSTOM FESTIVAL/EVENT PROMOTION
Compass offers a digital campaign to promote your next festival or event across multiple platforms with one simple ad buy.
Google Display
Facebook
Search Engine Marketing
Each campaign includes:
Custom Targeting
Ads displayed on all three platforms mentioned above
Comprehensive Reporting
Starts at any time and runs 4 to 6 weeks before event
Program Options
Program 1: 4,250 guaranteed clicks to website $6,000
Program 2: 2,100 guaranteed clicks to website $3,000
Program 3: 1,100 guaranteed clicks to website $1,800 only includes SEM & Google Display campaigns
Materials due one month prior to start date

12. HOW WE TRACK SUCCESS Comprehensive Reporting Monthly reports
24/7 access to personal reporting dashboard
Traffic Increase
Click Based vs. Impression Based Model
Goal Tracking
You have the option to set up specific conversion goals to see your return on investment from your digital campaign. For example, track ticket sales, phone calls, form submissions, etc.

13. WHY CHOOSE COMPASS MEDIA?
Dedicated Google AdWords Certified campaign manager
Responsive customer service
Extensive custom targeting
Ongoing campaign optimization
Comprehensive reporting
Options
Facebook and Search campaigns also available
Conversion tracking
Display remarketing

14. THANK YOU Dustin Gontarski, President dgontarski@compassmedia.com
Dianna Lindeman, Digital Marketing Manager