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Demystifying Online Advertising

Demystifying Online Advertising. Presented By: Sarah Johnson, Director, Consulting Services. Looking Ahead. What is Online Advertising and Why is it Important Major forms of online advertising Developing and integrated strategy Live successes with Online Advertising.

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Demystifying Online Advertising

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  1. Demystifying Online Advertising Presented By: Sarah Johnson, Director, Consulting Services

  2. Looking Ahead • What is Online Advertising and Why is it Important • Major forms of online advertising • Developing and integrated strategy • Live successes with Online Advertising

  3. How has Advertising Changed? • Online advertising spend is expected to double in the next 5 years

  4. How has Advertising Changed? • Online advertising spend is expected to double in the next 5 years • Circulation of print publications are way down

  5. How has Advertising Changed? • Online advertising spend is expected to double in the next 5 years • Circulation of print publications are way down • Digital marketing is no longer an experiment

  6. Online Advertising Survey Results • 60% use some form of Online Advertising • Online Branded websites are the top form of online advertising with Social Media a close second • Only ½ of respondents dedicate less than 1% of your budget to online advertising. • The majority aren’t seeing results or aren’t able to track them.

  7. Main Forms of Online Advertising

  8. Search Engine Advertising • Benefits of Online Advertising • Hyper target • Avoid wasting money • Higher ROI • Reach customers based on when they are open to hearing your message

  9. 4 Things to Know About Search Engine Advertising • Placement vs. inclusion • Quality Counts • Ethics Matter • The Art of Keywords

  10. Social Media Advertising Benefits of Social Media Advertising • Hyper target • Transparency and trust • Word of mouth marketing • Engagement

  11. Social Media Advertising VS

  12. Social Media Advertising Effective Strategies for SM Advertising • Place your message in a contextually relevant environment • Provide something of value • Engage them once you have them

  13. Social Media Advertising

  14. Online Branded Websites

  15. Integrating your Online Advertising

  16. Develop your online strategy 5 Things your strategy should include • Target market- pick a niche or service to begin with

  17. Develop your online strategy 5 Things your strategy should include • Target market- pick a niche or service to begin with • Profile your target with keywords and topics they would search on

  18. Build Your Keyword List Begin by identifying the keywords you know.

  19. Build Your Keyword List • Ranking System • 1= reserved for low importance words (low search keywords) • 2=reserved for terms that may have some increasing value • 3= reserved for terms of very high importance (highly searched keywords) • Identify the keywords your don’t know through other means • Rank your keywords according to importance • Monitor your keyword trends

  20. Develop your online strategy 5 Things your strategy should include • Target market- pick a niche or service to begin with • Profile your target with keywords and topics they would search on • Identify of your pipeline process

  21. Develop your online strategy 5 Things your strategy should include • Target market- pick a niche or service to begin with • Profile your target with keywords and topics they would search on • Identify of your pipeline process • Set a budget

  22. Develop your strategy 5 Things your strategy should include • Target market- pick a niche or service to begin with • Profile your target with keywords and topics they would search on • Identify of your pipeline process • Set a budget • Monitor, Measure, Repeat

  23. Monitor, Measure, Repeat • Frequently monitor your online advertising campaigns • Test your landing pages • Measure and track your value regularly. • Adjust as necessary • Monitoring Tools • Google Analytics/Web Analytic Software • Google Trends • Google Website Optimizer

  24. Live Case Studies

  25. Freed Maxick Case Study

  26. Freed Maxick Case Study

  27. Freed Maxick Case Study Traditional in combo w/ New MediaDirect Mail

  28. Freed Maxick Case Study Traditional in combo w/ New MediaPrint Ads

  29. Freed Maxick Case Study

  30. Freed Maxick Case Study Tax Credit Locator: 10 weeks into the campaign • Average 5-8 new contacts/prospects per day using the tool • 10 week total to date: 490 new contacts/prospects • 35% (or 171) of prospects eligible for tax credits • $75k worth of engagements to date • We have answered over 500 questions relating to tax credits via all channels

  31. freedmaxick.com Visitors 2002 2003 2004 2005 2006 2007 2008 2009 Visits Twitter New Website Launched Intro to Social Media LinkedIn, Wikipedia, Blogs Begin Search Engine Optimization

  32. Naden/Lean LLC Case Study

  33. Naden/Lean LLC Case Study

  34. Questions

  35. Thank You Contact Information Sarah Johnson Director, Consulting Services P: 312-245-1681 E: sjohnson@pdiglobal.com T: @sarah_johnson28 FB: www.facebook.com/pdiglobal LI:www.linkedin.com/sjjohnson

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