Digital Advertising – Maximising YOUR online return!
Published on: Mar 3, 2016
Transcripts - Digital Advertising – Maximising YOUR online return!
Digital Adver�sing – Maximising YOUR online return! Naomh McElha�on Digital Adver�sing NI
Contents PPC Facebook Twi�er YouTube LinkedIn Online Display Buying Metrics Aﬃliate Networks Ad-‐serving & Repor�ng
Reach Relevance Return on Investment
Before engaging: Iden�fy sites current performance (SEO) Assess product categorisa�on, e-‐commerce ﬂow and site layout What are your goals? Awareness / New Business / RFP? Searching for Keywords: Compare search volume pa�erns for mul�ple search terms across speciﬁc regions, categories and �me frames. Highlight one word Pin Points – Lawyer Belfast, Plumber Antrim Where is your business listed on the organic results?
Throughout Ac�vity: Project performance Bid changes Check budgets Pause underperforming keywords Nega�ve keyword addi�ons Keyword Expansion Landing page review Keyword comparison (monthly) Geo-‐targe�ng & Day par�ng
Facebook Step 1. Decide what you want to promote Step 2. Target the right Audience Step 3. Design an Engaging Advert Step 4. Manage your Budget Step 5. Review & Improve
Twi�er Set your goals: -‐ Drive sales – Increase Followers – Customer Service Iden�fy how you want to promote: -‐ A tweet -‐ Twi�er Account – Trend Self service / Full service -‐ Set your budget -‐ You’ll only be charged when people follow your Promoted Account or retweet,@reply, favourite or click on your Promoted Tweets.
Twi�er 1. Choose your loca�on 2. Target the audience you want to reach 3. Promote your tweets, account or both 4. Pay only for what works
YouTube Over 4 billion videos viewed each day + 60 hours of video uploaded each minute. 800 million people view YouTube each month. Se�ng objec�ves: Product Launch / Brand Awareness / Direct Response / Online Reputa�on Iden�fy target audience.
Mul�ple Ad Formats
LinkedIn Control How Much You Spend: Pay by clicks or impressions. Stop your ads at any �me. No long-‐term contracts. No commitments. Target a Speciﬁc Audience: By job �tle and func�on By industry and company size By seniority and age By LinkedIn Groups Reach Professionals on LinkedIn: Connect with the worlds largest audience of ac�ve, inﬂuen�al professionals. Launch your campaign in minutes. All you need is a LinkedIn account.
Online Display 728*90 -‐ Leaderboard 468*60 – Full Banner 120*600 -‐ Skyscraper 300*250 – MPU
Buying Metrics The 3 most common metrics are: CPM, CPC & CPA. CPM (Cost Per Mille) = cost per thousand page impressions. E.g: 100,000 pg imps @ £10 per thousand = £1,000 CPC (Cost Per Click) or PPC is when adver�sers pay each �me a user clicks on their lis�ng and is redirected to their website. They do not actually pay for the lis�ng, but only when the lis�ng is clicked on. CPA (Cost Per Ac�on or Cost Per Acquisi�on) In this payment scheme, the publisher takes all the risk of running the ad, and the adver�ser pays only for the amount of users who complete a transac�on, such as a purchase or sign-‐up.
Ad-‐Serving An ad-‐server provides the complete toolkit to set up, monitor & op�mise online campaigns. Manage Inventory Forecas�ng availability Set-‐up targe�ng parameters Provides detailed reports
Using Google Analy�cs
Thank You. Naomh McElha�on DANI E: naomh@digitaladver�singni.co.uk M: 07515 41 55 43 T: @naomhs @digitaladni