Training Guide Online Ads Mantra

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2. Table of Content Introduction 1. Online Ads: An Overview a.Reasons to advertise online b.Types of online Ads c.Important Paid Advertising Concepts 2. An Overview of Paid Channel Pricing Models 3. How to select the right Ad network 4. Create landing pages that convert 5. Steps to a successful Online Advertising Campaign 6. Using Google Adwords for your PPC Campaign 7. A Guide on Social Media Advertising a.Facebook Ads b.Twitter Ads c.Instagram Ads d.Pinterest Ads e.Linkedin Ads f.Tumblr Ads 8. A Guide on Video Advertising a.Facebook Video Ads b.Twitter Mobile Video Ads c.Pinterest Cinematic Pins d.Snapchat Mobile Video Ads e.YouTube Video Ads f.TrueView Video Ads g.Instagram Mobile Video Ads 9. Tipsfor effective paid internet advertising 10. Online advertising tips for tackling discrepancies between clicks and visits 11. PPC tools to do Keyword, Ad copy and Profit Analysis 12. Case studies of Successful Online Advertising Campaigns Conclusion Click Here To Download Online Ads Mantra Video Training

3. Introduction You’ve probably come across the term “online advertising” before in some form or another. It’s sometimes referred to as Search Engine Marketing (SEM), paid channel marketing, or pay-per-click (PPC) marketing. The terms are often used interchangeably to describe what essentially the same concept – purchased or “rented” traffic through online ads. Most companies now realize that the best way to attract customers is to advertise online, and this is because most people turn to the Internet to find what they are looking for as mentioned above. Advertising online is now the most effective way to bring in target customers and increase sales. There are many ways in which a business or company can advertise online. This guide will outline the different ways that products, services and websites can be marketed and promoted on the web/ social media. Increasing mobile network and affordability of Internet has led to a healthy growth of online video advertising in 2016. The online video advertising industry had a very impressive 2016 with growth of 200%. The increase in consumption of video content enabled a shift in gears and growing demand. The accelerating rollout of mobile network and easy availability of affordable Internet access, suggest that 2017 will be the 'Year for Online Video Advertising’. So make the most of it in 2017 to launch your business to the next level by using the amazing tips and techniques of online advertising on social media outlined in the chapters below.

4. Chapter 1 Online Ads: An Overview Online ads have become a daily part of internet life. For new marketers, it can be confusing getting a grasp on the scope and variety of online ads available. Reasons You Should Be Advertising Online If you’ve been slow on the uptake when it comes to online advertising, you should begin ramping up your efforts. Online ad spend has seen consistent growth and is projected to overtake print, states a recent IAB report. If you haven’t yet familiarized yourself with online advertising, it’s time to do so. If you’re of the belief that advertising online is wasting your ad budget, think again. These are 9 reasons you should be advertising online: 1. Insight Know exactly which ads brought in the highest number of qualifying leads. Know how many impressions were served, where they were served, and when. Identify your optimal channels, ad copy, and ad locations. The metrics and analytics available with online advertising allow you to see the exact cost of acquiring and converting a customer. 2. Targeting Do you know the profile of your perfect customer? Online advertising gives you the ability to target and retarget the ideal prospects. Retargeting will serve ads based on Click Here To Download Online Ads Mantra Video Training

5. prior engagement, enabling you to identify your ideal customer profile. Once you know what your customers look like, you will know just who to target and where to find all similar users online, making sure they too are being served your ads. 3. Creative Your ability to target goes beyond reaching the right customers. You can take this one step further and serve the creative that will best resonate with each target. Using flash and in-banner video ads can increase brand recognition and highlight your competitive edge. A well-designed banner ad can turn your digital campaign from good to great. 4. Brand Awareness Online advertising can be used to drive traffic to your site and build brand awareness. Effectively targeted campaigns can create brand influencers and reach complementary audiences. Use the endless online display space to be creative with rich media, establish your online presence, make an emotional connection, and get online consumers excited about who you are and what you have to offer. 5. Flexibility Online advertising campaigns can be adjusted with a few clicks or keystrokes. You have the flexibility to respond to incoming data and make changes instantly. Similarly, you have the ability to pause campaigns or adjust your strategy in minutes. This flexibility allows you to stay in front of your customers– anticipate customer needs and adjust your ads before anyone even notices. 6. Scale Many digital marketers are turning to self-service providers to manage their campaigns– create your own ads, choose your spend, scale and optimize across your networks as you see fit. You can also use a full-service provider who will optimize, scale, and spend accordingly, but this often comes with a monthly minimum. Whichever service you choose, scaling your campaign has never been easier. Click Here To Download Online Ads Mantra Video Training

6. 7. Cost Digital channels are highly cost effective for marketers. Rates are typically set through a combination of ad size, ad location, performance, and demand. Considering the reach allotted via digital channels, moving your campaigns online is often much cheaper than more traditional offline channels like radio, television, or print. 8. Reach We’ve heard a lot of this lately — people are watching less live TV and turning to their computers for their favorite shows, music, and to access their news. As marketers, being effective requires staying in front of your customers; as it turns out, your customers are online, so you should be too, and sooner rather than later! Moving online gives you access to a global audience, if you so desire, and it means your ads can be working for you 24 hours a day. The options are practically limitless when it comes to your reach capabilities when you take your campaign online. 9. Engagement Online advertising lets you know a customer’s exact level of engagement. You might have circulation and readership data for a print publication, but you can’t know how much time customers spent interacting with your ad, how much time they spent on your website, if they researched more of your products, and whether that ad led to conversions. An online presence gives you all of this valuable data and places you in a position to learn where your most engaged prospects live. Types of Ads Findbelow a thorough list to help categorize and explain each form of online ads present on the web. 1.Google Search Ads Google search ads are online ads that appear alongside the search engine result page when users search a keyword query on Google. These ads are PPC, or pay-per-click ads, Click Here To Download Online Ads Mantra Video Training

7. in which advertisers pay for each ad click. Google’s PPC search ads are managed by Google’s AdWords advertising platform, which allows advertisers to bid on keywords, craft ad text, set budgets, and more. To advertise on Google AdWords, you'll need to create a Google AdWords Account. 2.AdWords Ads AdWords ads are online advertisements created within Google’s AdWords advertising platform, identical to Google search ads. 3.PPC Ads Click Here To Download Online Ads Mantra Video Training

8. PPC ads, AKA Pay-per-click ads, are advertisements in which the cost of advertising is determined by the number of clicks an ad receives. AdWords and Bing Ads both use a pay-per-click model. 4.Bing Ads Bing Ads are similar to Google Ads in that they work on a pay-per-click basis. Advertisers can manage their Ads through the Bing Ads service, formerly known as Microsoft AdCenter. You can get started with creating Bing Ads here once you have a Bing Ads Account. 5.Facebook Ads Facebook ads exist in many different forms, each offering unique pros and cons for advertisers looking to market on Facebook. Marketplace ads appear in the side columns of the Facebook website with a headline, copy, and an image. Click Here To Download Online Ads Mantra Video Training

9. Promoted Posts are Facebook ads that let advertisers pay a flat rate to promote a single post on their Facebook business page. The promoted post reaches more fans and friends of fans than a regular post. Click Here To Download Online Ads Mantra Video Training

10. Sponsored Stories show a user’s interaction with an advertiser’s page or product to the user’s friends and larger network. Sponsored Stories are also one form of Facebook ads that can appear in a user’s newsfeed. FBX, or Facebook Exchange, are Facebook ads that implement remarketing. These ads take into account a user’s web surfing history data, letting an advertiser show an ad for a product a user was looking at earlier on the advertiser’s website. 6.Twitter Ads Twitter ads refer to the paid boosts that brands on Twitter can use to extend the reach of their tweets, promote a chosen hashtag, or gain more followers. Promoted Tweets lets advertisers’ tweets reach more people’s home feeds, and offer a healthy batch of targeting options. Twitter ads also include Promoted Accounts, letting advertisers show up more often in Twitter’s Who to Follow recommendation feature. Promoted Trends gets your custom hashtag in the Trends bar, earning additional attention and notice from the Twitterverse. Click Here To Download Online Ads Mantra Video Training

11. 7.Tumblr Ads Tumblr ads come in a few different formats – Tumblr Radar and Spotlight allow for “sponsors,” aka advertisers, to be featured in areas where Tumblr highlights unique content and accounts. With 54 million users posting 70 million posts per day that get over half a billion page views each day, the Tumblr community is an active and lively one. Tumblr also offers sponsored web post ads, which are pieces of Tumblr content crafted by advertisers that appear in users’ main dashboard feed, integrated with normal, user- generated content. These Tumblr ads have small dollar signs to mark them as advertising content. In order to post your online ads onto the Tumblr platform, you'll have to become a Tumblr sponsor. Click Here To Download Online Ads Mantra Video Training

12. 8.Banner Ads Banner Ads are image-based advertisements that often appear in the side, top, and bottom sections of websites. They can range widely in terms of size, design, and function. You'll typically find them in all sorts of news-based websites, blogs, and specialized web communities. Many websites brokerage their ad space with ad exchanges such as Google's Display Network, or you can buy the ad space in the same manner you'd buy an ad on a newspaper. Click Here To Download Online Ads Mantra Video Training

13. 9.Google Display Ads Google Display Ads are a form of contextual banner ads used in the Google Display Network, Google’s collection of network sites that agree to host display ads. The Google Display Network also includes Google properties such as YouTube, Gmail, Blogger, etc. Google Display ads can be text, images, and even video based. To serve online ads on the Google Display Network, you need to start by using Google AdWords. 10.Retargeting Ads Click Here To Download Online Ads Mantra Video Training

14. Retargeting ads entice a user to visit a site by taking into account the users past web history. When a user visits a website, a retargeting campaign cookie is attached to the visitor, taking note of what pages and products the user visits while browsing the site. Once the user leaves the advertiser’s site and begins journeying to other websites, targeting ads can be made to appear in certain ad spaces, displaying ads that specifically call out what the user was looking at on the advertiser’s site earlier. Retargeting ads tend to perform drastically better than regular banner ads, with higher click-through rates and conversions. If you're already using Google AdWords, we have a step-by-step tutorial on creating your own Google AdWords remarketing ad. 11.Flash Ads Flash ads are banner ads that use Flash design, often featuring interactive elements to entice users. While flash is still used subtly in certain display ads, the playful, interactive, and somewhat hokey flash ads that were common in the millennial years are no longer considered a popular form of banner ad. Click Here To Download Online Ads Mantra Video Training

15. 12.Reddit Ads Reddit ads are advertisements featuring a headline title, destination URL, and an optional photo. Reddit ads work on a bid-based system, in which advertisers can set campaign budgets and choose how long they want their campaign to run for. Reddit ads allow for some unique targeting options and are often fairly cheap, with low cost-per- impressions. What really makes Reddit ads unique are the comments and voting – users can upvote or downvote your ad, giving advertisers an easy read on if users like or dislike an ad. Each ad, like all other posts on Reddit, has a comment section. This can be useful for advertisers because it allows users to provide direct feedback that goes straight to the advertiser. The best Reddit ads take their audience into consideration – Reddit is predominantly frequented by a young, tech-savvy audience, mostly males. On a whole, the Reddit Click Here To Download Online Ads Mantra Video Training

16. community is very wary of blatant marketing, so posting a Reddit advertisement can be a bit like playing with fire. If done properly, Reddit ads can bring a lot of attention for low cost. You can advertise on Reddit through their website. 13.Mobile Ads Mobile ads are ads that appear on smartphones, tablets, and any other mobile device. Many social media platforms, websites, and apps offer their own unique mobile ad options. If you advertise on Google AdWords, you can advertise to mobile devices by taking advantage of Enhanced Campaigns. 14.In-Game Ads In-Game ads are advertisements that exist within computer or video games. One of the most common examples of in-game advertising is billboards appearing in sport games. In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols. 15.AdMob Ads AdMob Ads are advertisements that appear within mobile apps. AdMob itself is Google’s mobile advertising platform, enabling app creators to make revenue off of free games by offering ad space, and allowing advertisers to get ad spots in the most popular mobile games and apps. AdMob ads can appear as mobile-optimized text ads, image-based banner ads, or even interstitials ads, which use rich HTML5. 16.Email Ads Email ads are advertisements sent to users via web mail. Email ads can be used to notify subscribers of certain promotions, discounts, or new features, among other uses. Most email advertisements feature a large image with minimal text; users will not waste large amounts of time reading email ads, so it’s important to make your message as Click Here To Download Online Ads Mantra Video Training

17. clear and concise as possible. Email ads also rely on a compelling subject line to ensure that a user will open the email. 17.Gmail Ads Gmail ads in Google’s online email service are contextual ads that are generated by an automated process that scans a user’s emails to discover interests and topics that are relevant to the user. If a user is writing and receiving many emails about air conditioners, that user may see ads about air conditions appear within the Gmail client. While privacy advocates are wary of such practices, Gmail advertising is fully automated and Google asserts that no humans read user emails, only robots. 18.Video Ads Video ads are growing in popularity as better internet speed performance and online advancements make it fast and easy to watch videos on the web. The most successful video ads avoid blatant advertising, opting instead for educational, how-to video content that naturally appeals to users, with some (if any) product suggestions discreetly integrated. Humorous video ads also perform well, with some funny video ad network campaigns finding enormous success, especially when an interactive element is added. 19.YouTube Ads YouTube ads are ads that appear on Google’s video-sharing site. Since Google obtained ownership of YouTube, advertising on YouTube has become nearly as easy and customizable as advertising on AdWords. YouTube ads provide a number of targeting options and several different ad formats. YouTube advertisements can appear as banner ads, in-video overlay ads, in-stream video ads (which are video ads that appear before or during another YouTube video), as well as several other setups. 20.Pinterest Ads Click Here To Download Online Ads Mantra Video Training

18. Pinterest ads are simply pieces of content pinned by brands and advertisers. When marketing a specific product, marketers create Pinterest advertisements by adding a dollar sign before the price amount to the description. This tells Pinterest that this item is for sale at that specific price. Pinterest marketers can then link the pinned item to the official product page to drive retail traffic. Some marketers also implement their own form of Pinterest advertising by hosting contests on Pinterest. While this doesn’t result in direct sales, contests are a great way to drum up user attention, engagement, and boost site traffic, depending on how the contest is organized. Take note that while you do not have to pay Pinterest to create ads, you will have to spend significant time and effort to create beautiful online ads to attract lurking buyers on Pinterest. Note that Pinterest ads work best on tangible B2C products. 21.Instagram Ads There are at the moment no “official” Instagram ads – just brands being creative and producing Instagram pics that can be shared right alongside user-crafted content. 22.Vine Ads Vine ads operate the same way Instagram ads do – there are no official Vine ads at the moment, but many brands and advertisers produce Vine video ads that serve as natural content-based advertising, integrating with regular used-crafted content. Good Vine ads take a clue from other successful Vines by creating 6-second content that stands out, often implementing stop-motion techniques. Other Forms of Advertising While we're primarily concerned with showing online ad examples, it's worth giving a quick overview of other more common, offline forms of advertising as well! 23.TV Ads TV ads are a very expensive but still well regarded form of advertising that’s as old as television itself. Click Here To Download Online Ads Mantra Video Training

19. TV ads are a form of outbound marketing, also known as interruption marketing, which relies on interrupting viewers in an effort to get their attention. In order to avoid being received as obnoxious by viewers, many television ads now make an effort to appeal to a viewer’s emotions through humor, a sense of goodwill, nostalgia, or even sometimes anger or sadness. For many TV ads, the main objective is to be emotionally powerful and memorable. 24.Newspaper Ads News ads are thought by many to be a thing of the past, but they still offer value, especially when targeting audiences who may not be online often. News ads can build brand awareness, although tracking the performance of newspaper advertisements is nearly impossible. Online ads, on the other hand, offer audience targeting options, performance measurement analytics, and a wealth of other advantages against classic news ads. 25.Radio Ads Radio ads are similar to TV ads and newspaper ads in that they too are a form of outbound marketing that seeks out attention through interruption. As with other forms of advertising that don’t operate online, radio ads can be difficult to measure and track. 26.Urban Advertising Urban advertising is advertising that, at its most basic, exists in densely populated cities. Urban advertising often takes advantage of setting to shock or inspire awe in viewers. Urban advertising also often exists as a form of alternative advertising, using unconventional or unique methods of spreading a message. Important Paid Advertising Concepts You Should Know When you’re going into paid advertising, it’s important that you go in with a strategy and a goal in mind. Understanding a few of the key concepts of online advertising is key to creating a strategy that will suit your business. Click Here To Download Online Ads Mantra Video Training

20. 1.Behavioural Targeting Behavioural targeting is when advertisements are targeted at users based on their past purchase activity. For example, you might target a user with ads about invitations for an event after they purchased some save the dates from you. 2.CPC/CTR The cost you pay per click (CPCs) often decreases the higher an ads CTR (click through rates) is. When it comes to auctioning for keywords or expressions in online auctions, the highest CPC isn’t always the winner. 3.Day Parting Day parting is a feature that is sometimes available that allows you to specific what time of theday an ad is to be shown. 4.Geotargeting Geotargeting is often used for businesses that are more geographically relevant. Geotargetting allows you to target your advertisements to audiences in a particular country, state, city, or metropolitan area. 5.Interest-based targeting This is the ability to advertise to customers with a specific interest or hobby. 6.Match Types Keyword match types control which searches or terms will commence your ad.Broad match will show your ad to a wide audience, phrase match will ensure that your ad is part of a searched expression, and exact match will only show your ad to people who search your exactly keyword. Click Here To Download Online Ads Mantra Video Training

21. 7.Quality Scores Quality Scores are rating on how well your advertisements align with your marketing message/landing page/offer. Quality scores are particularly important to Google, and they reward higher quality scores with lower CPCs (i.e. cheaper web traffic). This incentivizes advertisers to show high quality ads. Conclusion Online advertising is an essential element of anyone’s marketing mix. It provides you with numerous benefits, including lower costs, robust targeting, and valuable customer insights, that are not available through other advertising mediums. Your customers, competitors, and prospects are online — give them the attention they deserve, while getting more out of your budget. Click Here To Download Online Ads Mantra Video Training

22. Chapter 2 An Overview of Paid Channel Pricing Models So what kinds of online adverting options are out there? The 2 most popular are CPM and PPC types. 1.CPM CPMs are billed at a flat rate per 1,000 “impressions”. An impression is a measure of the number of times an ad is displayed or has left an impression on a user, regardless if it was actually clicked on or not. You’re not charged additionally for any clicks that the ad receives. CPMs are usually display ads (meaning that they are visual), but not always. Strengths: CPM rates are usually pretty inexpensive. It’s easy to apply a budget that makes sense for you since you’re paying only for a certain amount of views, which gives you more control over how much you spend. CPMs guarantee that your ad will be shown the number of times that you want it to be seen. Weaknesses: If people don’t click on your ads and convert to customers, you risk overspending. Click Here To Download Online Ads Mantra Video Training

23. Its difficult to quantify the return of your traffic buy until the end of the campaign. Rush of resulting web traffic is uncommon. Actually, it’s so uncommon that you are more likely to complete NAVY SEAL training than click a banner ad. 2.Pay per click (PPC) PPC (also known cost per click or “CPC”) do exactly what they say on the tin: They’re ads that are paid for only when someone actually clicks on them. This means that you don’t pay if nobody sees your ads, and even when they do see your ad, you don’t pay unless they actually click on it. These ads are usually shown in text form, possibly with a smaller image. The price that you pay per click is determined by the marketplace value of the keyword or expression you’re interested in. This is calculated by your ads quality score and the competition for said keyword you want to target. Strengths Unlike impressions, clicks are extremely straightforward to track. Someone either did or didn’tclick on your ad. You only pay for the clicks you need. There’s less of a risk for overspending on ads that aren’t converting, because you’re only paying for traffic that’s actually directed to your site. You’re able to place budget caps on traffic coming in through large networks (again, so you don’t overspend). CPCs and budgets are modifiable in real time. Well-optimized PPC campaigns can bring in significant traffic. For marketers who track ROI, PPC advertising can be a much more cost-effective way to get traffic than CPM. Weaknesses Because you’re competing with other advertisers for traffic, this can sometimes cause PPCs to become expensive and unaffordable. Click Here To Download Online Ads Mantra Video Training

24. But, if you’re not bidding with a competitive PPC, it’s possible that you won’t get any traffic. Just because a click didn’t convert to a paying customer straight away, doesn’t mean that they might not become one later on. Attribution models must be able to handle this accurately. It can be complicated, and you really need to know what you’re doing to see an ROI. You might lose money at the start, before you optimize over time. Just because someone clicks on your ads, doesn’t mean that they have any interest in your offer. 50% of clicks on static mobile banner ads are accidental. 3.CPA and Revshare Less common forms of online advertising include CPA and Revshare models. CPA (cost per acquisition) is a model of online advertising where advertisers only pay per lead is generated. Revshare, where you receive a portion of the profits from the client you’re referring. 4.Retargeting Retargeting (also known as remarketing) can also be a very effective marketing strategy, but your site has to have a decent amount of traffic (at least 5k visitors a month) in order for it to be effective. Retargeting works off of cookie-based technology that uses simple a JavaScript code to anonymously ‘follow’ your audience all over the Web. The code (or “cookie”), which is unnoticeable to your site visitors and won’t affect your site’s performance, is dropped on each new visitor that comes to your site. Later, when your cookied visitor is browsing the web, the cookie let’s your retargeting provider (Retargeter & Adroll are the popular choices) know when to serve ads. This ensures that your ads are served only to those who have already visited your site, and are therefore more likely to be interested in your offer. Click Here To Download Online Ads Mantra Video Training

25. Chapter 3 How to Choose the Right Ad Network? Choosing the right ad network is tough, and what works for one business, might not work for another. In order to figure out which network will work best for you, answer the following 3 questions: 1. What Are The Available Targeting Options That You Need? The first step to figuring out which ad network is right for you, is clarifying what are the targeting options that matter most to you. What is most important to you, demographic targeting or interest-based targeting? (Or both?) Will this ad network help you reach your target audience with the right marketing message at the right time? Are you marketing towards B2B or consumers? 2. How Does The Ad Network Align With User Experience? How do you want to be introduced to your target audience? Different user experiences of your ads will result in different amounts of success. So, for example: Search advertising through Google AdWords and Bing is more targeted, and can help you reach consumers based on keywords they’re researching online. Click Here To Download Online Ads Mantra Video Training

26. Facebook ads allows marketers to show ads that drive awareness about new businesses, services, or products. LinkedIn ads target professionals by interest or job title as they’re browsing through feeds, job listings, or groups. 3. Is The Ad Format Appealing To You? Are the ad formats likely to inspire user engagement? Do available ad formats give your marketing team the ability to tell its story in a clear and compelling way? Do available ad formats align with your brand’s needs? Unattractive ads will generate a negative user experience, costing you time and money. Don’t jump into an ad network because you feel like “everyone’s doing it.” Choose ad products and features that create the best user experience possible. A Note on Ad Network Reputation: We all know that the internet is filled with all types of shady and dark corners intent on “playing the system” rather than partaking in it, and it’s best to avoid these when it comes to ad networks too. If an ad network looks too good to be true, it probably is. ‘Cheap web traffic’ usually has a catch, or won’t give you any decent traffic that actually converts, so make sure that you’re always working with a reputable web traffic partner. Click Here To Download Online Ads Mantra Video Training

27. Chapter 4 Creating Landing Pages That Convert Regardless of which ad network you choose, to make any online advertising campaign work to the best of its abilities, you need to create some high-converting landing pages. You don’t want to just have people visit your page, you want them to take some kind of action once they’re there. To do this, you need to create a landing page that’s engaging and compelling enough to convince them to take the step that you want them to! To do this you need to follow C.O.N.V.E.R.T.S. formula: C = Clear Call to Action O = Offer N = Narrow Focus V = VIA: Very Important Attributes E = Effective Headline R = Resolution-Savvy Layout T = Tidy Visuals S = Social Proof Clear CTA Click Here To Download Online Ads Mantra Video Training

28. Your CTA (call-to-action) is the button whose job it is to drive the user to take action, so it’s vitally important to how successful your landing page performs. What makes a great CTA? Value + Relevance. A CTA should make it clear what value you’re offering your prospective customer, and it should also be relevant to your website/landing page (i.e. not generic). Offer An offer is anything you give your visitors in exchange for getting them to take the action that you want. This is usually a discount/coupon, a free trial, a free downloadable whitepaper etc. Narrow Focus The more choices you offer people, the more time they’ll take to make a decision. Make their decision for them by having a narrow focus.Keep your landing pages simple, andonly focus on 1 thing at a time. Very Important Attributes You need to convince visitors that there’s a very good reason for them to do what you want, and to do this you have to highlight the best features of your product. It’s important to prioritize that these really are the very important attributes of what you have to offer because you don’t want to add too much information to the landing page – just enough to convince them to want more information. Right Signature do a fantastic job of this with their “send”, “sign” and “archive” information. These are the very important attributes of the product, and while there may be other attributes, they’re not as vital to the product as these 3. Click Here To Download Online Ads Mantra Video Training

29. Effective Headline Create clear and informative headlines that clearly articulate what your business is actually all about. No one wants to land on a landing page that can’t tell them even the most basic details. At first glance at this landing page, we know exactly what Rate Us does: They help you understand what your customer really think! Resolution-Savvy Layout People surf the web on all types of different devices nowadays, so make sure that your layout allows for the wide variety of different user experiences by keeping the most essential parts of your message (i.e. the logo, headline, call to action and the supporting visual) in the centre top of the screen. This means that even if your landing page is cut off my small screen resolutions, the important information will still be above the fold. Tidy Visuals As with your headlines, you want to make sure that you have one simple visual that your user will see. Unappealing, low-quality, or too many visuals will distract from your message. Social Proof Humans are social creatures, and we tend to listen to our neighbours, friends and strangers more than we do a business. This is why testimonials, reviews and user- numbers are all super effective in convincing others to hop on board! Conclusion Paid traffic acquisition is an extremely viable marketing channel, but it comes at a price (literally). Online advertisement can be highly effective in driving short-term traffic, but you should always remember to start small and test out what works for you. Don’t put all your eggs into one basket. Click Here To Download Online Ads Mantra Video Training

30. Instead, think of paid advertisement as a short-term way to boost your website traffic, but not as a central strategy. Instead, focus on marketing strategies that will work for you in the long-term, such as consistently providing valuable content, keeping your website updated and easy to use, offering a great product or service, and ensuring that people can find your content through SEO. Chapter 5 Steps to a Successful Online Advertising Campaign A planned, organized online marketing campaign with rotation through a variety of targeted sites is not hard to coordinate, does not need to cost a great deal of money and can generate traffic and sales faster than Search Engine Optimization (SEO) and/or social media marketing efforts. It takes a bit of research and a solid knowledge of your target customer, but you can plan and implement a simple online marketing campaign in the space of a dedicated day. A Five Step Internet Marketing Plan follows, created by in the trenches experience with online marketing for small business. By doing each of the actions, you will quickly create an online marketing plan that can be implemented immediately and begin reaping sales successes. Click Here To Download Online Ads Mantra Video Training

31. Step 1 - Define Your Customer Defining your customer is as important as defining your products or naming your business. If you have not yet done a marketing plan within your business plan, then you need to do an exercise on how to create a complete marketing plan, from your Unique Selling Proposition through advertising and promotions planning. And if you are starting from square one and need to write a business plan, this Business Plan Outline will lead you through the process step by step. If you already have this in your business plan, you can skip ahead to Step 2. Action: Answer these questions as honestly as you can. In other words, don't project your expectations or hopes on them. What is your perfect, solid customer really like? Is my perfect customer male or female? Does my perfect customer work out of the home or in the home? What is the job profile of my perfect customer - an executive, manager, worker, entrepreneur, stay-at-home parent, etc. What is the net household income of my perfect customer? What level of education does my perfect customer have? Does my perfect customer have room in her spending budget for my product/service on a one time, occasional or constant basis? How do my perfect customers use my product/service - do they buy it for themselves or as a gift? Does my perfect customer spend a lot, some or minimal time online? Where does my perfect customer look for my product/service? Both online and in physical locations? Once you have this written out, you should have a good picture of where to start looking to place your message and how to write your message copy. Click Here To Download Online Ads Mantra Video Training

32. Step 2 - Choose Your Targets Now, where are you going to post your ads? A coordinated effort across several sites and venues commonly frequented by your customers is the most effective marketing campaign. If you are seen in several places your visibility and retained message is much stronger. Complementary sites that you can help cross-promote to your visitors, who will then see you there too, will provide excellent reinforcement of your message. Holiday specific sites that are well promoted are excellent areas to consider. When considering a website, social media network or newsletter for your ad, look at factors such as traffic, search engine placement, external linking (how many places link to it), quality of current ads and types of messages being presented in current ads. Are there many competitors of yours already? Is the advertising of a complementary nature to your business? Are the ads completely unrelated to your business and to the intended traffic of the site? These are all clues to measure a best fit of your message to the traffic of the site. Check Out Pay-Per-Click Pay-Per-Click (PPC) advertising is another consideration for your marketing campaign. If you're new to PPC, stick to places that allow you to set limits on daily expenditures. Google AdWords is a good example. This will also help you to experiment and determine the most effective keywords by paying close attention to the statistics of the PPC campaign. Monitor Your Conversion Rates Conversion rates are an important measuring tool. What you need to do is determine what exactly you want to measure for your marketing campaign. Is it sales orders? Newsletter subscribers? Downloads of your free e-book? Click Here To Download Online Ads Mantra Video Training

33. A conversion rate is the number of click-throughs it takes to achieve your target measurement. So if your page has 1000 hits, 14 clicks and one sale in a day, your conversion rate is 1:14 or 7.1%. In other words, 7.1% of the clicks are generating a sale during this period. Close monitoring of your conversion rates will quickly tell you what is working and what is not. Don't hesitate to tweak or modify your ads if needed. This is a process in constant motion until you find the best fit. Remember too, an ad may work superbly in one place but not in another. Action: Create a spreadsheet or document that you will enter in all the sites and venues that are a consideration in your Internet marketing campaign. Step 3 - Budget While some folks think this should be the first step, realistically you can better create the budget for your online marketing plan when you have a good idea of the costs involved. That can only be done once you've figured out your targets. You probably already have a figure in mind of how much you can really spend, so go back to your marketing campaign sheet and total the costs of all the ad spots you'd like to do. Chances are that total will exceed your overall spending limit. Action: Now go through that list and prioritize the ads in terms of where you think you'll get the most exposure and results that fit within your budget. Move the others into a holding list. Remember, as the ads start to pull in results you can always go back and expand your campaign from that holding list. If you are engaged in pay-per-click advertising, check in daily for the first week or so and monitor your results to ensure you are paying for results. Click Here To Download Online Ads Mantra Video Training

34. Don't forget to consider ad swaps and bartering as part of your payment and marketing budget. Many sites will swap newsletter ads or banner ads for similar placement on your site. It never hurts to ask. Step 4 - Creating Your Ad Content Online marketing works best when you focus only on one or two things. You may have a variety of products but pick one or two items that are good sellers and have a solid appeal to your target market for your marketing campaign. Next ask yourself, "What am I selling"? It's rarely the product or service. You are selling a benefit, something that registers at the emotional level. If you are selling fishing rods, for example, you're selling the excitement of successfully landing that monster in the lake. If you are selling cosmetics, you're selling beauty. The most successful ads use words that relate to the customer. Use “you” and “yours” and never put the focus on “Me, Mine, Our, My or We”. Create several emotional words associated with the product - fun, comforting, relaxing, stimulating, and addictive - and use at least one of them in the ad. Coupons are also an effective marketing tool. They can be easily tracked either manually or by an automated shopping cart system. Use different codes for different advertising locations and you'll quickly see which ones get the best attention. Action: Create a text ad for each item in your Internet marketing campaign, making sure to hit at least one to three prime keywords in the text. Text ads typically run 60 characters wide by 3, 5, 7 or 10 lines long. Once you have your text ads, go through your banner inventory. Do you need to update them with a holiday specific message? Does every image have an appropriate ALT tag? Is the graphic properly optimized for size (under 20-50kb) and resolution (72dpi)? Click Here To Download Online Ads Mantra Video Training

35. Step 5 - Tracking & Monitoring Your Ads Tracking and reacting to your campaign's successes are critical in maintaining an effective marketing campaign. From your website stats to PPC stats, there are many ways to determine what is working and what isn't. By paying attention you'll learn volumes about your ads and how to hone them for best results. Tracking tricks include using specific coupon or sales codes for each ad placement, setting up separate entry pages on your site for each ad, and utilizing a service that helps track activity. There are advertising management services that help you to track ad performance, such as Google's DFP Small Business, a free service that is relatively easy to implement and gives powerful ad tracking management and support. Some venues, such as Facebook ads, provide their own reports. Action: On a daily basis for the first two weeks, review the results of your various ads. Write them up in your tracking sheet and look for any trends or patterns. Which ones are performing, where and why? If some aren't working, replace them with others that are or try another from your hold list. Once you settle into a pattern of review and ad management you'll know better how often you need to monitor your marketing efforts. Conclusion An Effective Marketing Campaign Doesn't Have to Be Expensive or Difficult Successful online marketing campaigns are within the reach of any business, no matter what your budget. By following the five basic steps above and committing to the follow- through, you can create a cost effective campaign with a substantial return on investment. Click Here To Download Online Ads Mantra Video Training

36. Chapter 6 Using Google AdWords for Your PPC Campaign Google Pay Per Click (PPC) advertising using AdWords is perhaps the most popular form of advertising among small businesses. This is partly because of Google's reputation and partly because it allows the small business owner to control costs. There are various ways Google AdWords can help you as a small business owner, but it takes Click Here To Download Online Ads Mantra Video Training

37. some basic instruction to get started and tap ultimately tap into its full potential as an advertising tool. The key to successful advertising is to find a method of conveying your information to as many people as possible while keeping your advertising costs to a minimum. Pay per click (PPC) advertising may be one of the easiest ways to generate traffic to your website and score some decent profits from your search engine marketing campaign. Google AdWords is the most popular form of pay per click advertising for small businesses, partly because of Google's popularity, and partly because it allows you to control your expenses by setting daily maximums for each ad. Google advertising is a great marketing strategy for small business owners. You can show an ad for your business to people who are searching for your type of business at that very moment AND who are looking for businesses in your area. This type of targeting makes most small business owners want to advertise on Google. What is Google AdWords? Google AdWords is an online advertising service that allows businesses to have their ads run on Google’s search results page. The ads look almost identical to the normal search results, with the only difference being the small word “Ad” in green. Google ads will show at the top and bottom of a search results page. Click Here To Download Online Ads Mantra Video Training

38. How Advertising on Google Works When a consumer searches for a term or phrase, Google will show the consumer relevant ads based on the keywords used in the search. Websites that want their ads to show on the results page bid on keywords that they believe people will use when looking for their type of business. For example, a plumber located in Atlanta might bid on the keywords “plumbing Atlanta,” “plumber,” or “broken toilet.” Click Here To Download Online Ads Mantra Video Training

39. Depending on how much you bid compared to other plumbers in the area, your ad may show up on the results page when people search for the terms you bid on. In addition to how much you bid, Google also takes into account the relevance and quality of your ad and website. So even if you have the highest bid, the ad for your plumbing company will never show when someone searches “flower store.” How PPC Advertising Works? How Does Google Determine If Your Ad Will Show on the Results Page? Google uses a combination of three primary factors to determine when an ad shows on the results page: •Bid –The bid is the price you are willing to pay for a click on your ad. You bid against other websites on keywords that you believe people search for if they are interested in your product. A flower store might bid on the terms “roses” “cheap bouquet” or “wedding flowers.” •Quality and relevance of the ad –Your ad needs to be relevant to the search being made in order to show on the search results page. If someone searches “wedding flowers” it wouldn’t make sense for Google to show an ad for a nail salon. You want to make sure you have a lot of the same keywords that you are bidding on in the ad itself, so Google can tell your ad is relevant to the search. •Landing page experience –When someone clicks on your ad, the landing page that they are sent to should have similar content as the ad itself and the keywords used in the search. If you own a salon and are advertising manicures, you’ll want to link directly to a page that has more information on manicures, instead of to the homepage which includes all of your services. Differences between Mobile and Desktop Advertising Mobile and desktop ads on Google are very similar. They both display ads at the top and bottom of the search results page, and you bid on keywords the same way with both. Though some business owners overlook mobile, it is something you definitely want to think about when advertising on Google. More than half of Google’s searches are done from mobile devices, and people searching on their phone often have local intent. Click Here To Download Online Ads Mantra Video Training

40. The key differences between desktop and mobile advertising are: 1.There is less space on a mobile device, so you need to make sure your message is straight to the point. 2.People on their phones are on the go, so you want to tailor your message depending on if it’s for desktop or mobile. When setting up your account, you can decide whether you want your ad to show on desktop, mobile, or both. We suggest setting up separate campaigns for desktop and mobile in order to track how your ads perform across different devices. You will notice that the cost for the same keyword will be different depending on if you are bidding for search terms being used on mobile or desktop. Experiment with different bids in order to see which keywords perform best on mobile versus desktop. Your goal is to have the highest click through rate on your ad with the lowest cost per click possible. How Much Does Advertising on Google Cost? In pay per click advertising, you only pay if someone clicks on your ad. The cost per click of an ad depends on how much you bid on certain keywords. The cost ranges greatly depending on if you are in a market where a lot of other businesses are willing to pay a high price to rank on a certain keyword. For example, if you are a realtor in a small town you might be able to bid less than $1 per click on a keyword and still have your ad show in this section. However, if you own a medical malpractice law firm in a big city, the cost per click will be much more expensive. You can use Google’s keyword planner to see how much the suggested bids are for your ad to show up when someone searches for specific key terms. However, instead of focusing on the cost of advertising, you will want to think about how much you stand to Click Here To Download Online Ads Mantra Video Training

41. earn from advertising on Google, and whether this will yield a substantial profit for your business. How can you save 33.5% on the Adwords cost per click? The simple answer is to advertise on Bing. In many ways, Bing provides a very similar service to Google AdWords. The only big disadvantage of Bing is that there are fewer clicks available for purchase. As a result, many advertisers focus on Google AdWords and ignore Bing. The lower competition means less fierce bidding, which in turn lowers the cost per click. According to an article by Wordstream, Bing is typically 33.5% cheaper than AdWords for the same term. If you have not tried Bing, get started with a free $50 advertising credit. How to Setup a Google AdWords Account and Start Advertising in 6 Steps In order to setup your account and begin advertising on Google, all you need is an email address and a website. Follow along with the steps and set up your own account here. Step 1: Set your budget The first step is setting your daily budget. A good starting point is $10 per day, but you can increase or decrease this amount once you have a better idea of what you will have to bid per keyword. It’s not guaranteed that you will pay this amount every day Click Here To Download Online Ads Mantra Video Training

42. (especially if no one is clicking your ad), but Google will make sure you won’t exceed your budget. A good way to set your budget is to first figure out what percentage of clicks will convert into sales. WordStream has a nice infographic that shows a 2-5% average conversion rate for small businesses. If 5 out of 100 people that visit your website purchase your product, than you have a 5% conversion rate. You then have to decide how much you are willing to spend for each person to purchase your product. If you sell something that is $1,000 you are probably willing to pay more per click than someone with a $5 product if you both have a 5% conversion rate. If you’d like to get started for free, give Bing ads a shot as well. They offer a free $50 credit, which is a great way to try out different terms to see what works before you start running paid campaigns on Google. Step 2: Set your location Google lets you decide what geographical location you want your ads to show in. This is important for local businesses because you can make sure that your ad only shows when people search for the keyword you are bidding on AND are within a specified distance from your business. This can save you money and increase your conversion rate. You can even target a certain radius from your zip code by hitting “advanced search” and choosing “radius targeting.” Click Here To Download Online Ads Mantra Video Training

43. Step 3: Choose a network Google lets you choose between showing your ads exclusively on Google’s search results page (search network), or also including Google content sites (display network). If you choose display network, your ad could show up on other sites, such as YouTube and Gmail. We suggest starting with the search network as this ensures that your ad only shows for people searching for your type of business. The types of products that small business owners provide tend to be more successful with this type of advertising. Step 4: Choose your keywords Click Here To Download Online Ads Mantra Video Training

44. Keywords are the terms or phrases that users enter into Google when they are using the search engine. When setting up your AdWords account, you can choose which keywords you want to trigger your ad. Google will suggest keywords for you to use based on your website and will also let you know how popular a keyword is. For example, when setting up an account for a pizza restaurant in Dallas, a suggested keyword is “Dallas restaurants,” which gets 18,100 monthly searches. Google has good suggestions, so you can definitely use those at first. If you are looking to add more keywords after you setup your account, Google has a useful resource in the “Tools” section of your AdWords account called Keyword Planner This will help you get ideas for other terms you could be using. Once you have decided on the keywords that you want to bid on, another component you will need to think about is how you want Google to match the search terms to your keywords. There are 4 different keyword matching options that you can choose from: Click Here To Download Online Ads Mantra Video Training

45. •Broad match– This is the default match type that your keywords are assigned and will reach the most extensive audience out of the options. This may seem like a positive thing, but since your ad is eligible to show when a search query includes any of your keywords in any order (including synonyms), your ad could be showing on searches that aren’t really relevant to your site. Since all keywords don’t even have to be in the search query for the ad to show, if your search term is “dallas restaurant” your ad could show for “pizza in dallas”. •Broad match modifier– This option gives you a little more control than the broad match on who sees your ad because you can lock certain keywords into place. You just need to add a + in front of the word and that lets Google know that the search needs to include that word in order to trigger your ad. If your restaurant specializes in pizza and no other types of food, you may want to bid on the keyword “+pizza in dallas” so that your ad won’t appear when someone searches “dallas restaurant”. •Phrase match– This option is next down the line of stricter control. With phrase match, search terms need to be in the same order as your keywords to trigger your ad, but there can be other words before or after the phrase. So if your keyword is “dallas restaurant” your ad won’t appear when someone searches “restaurant dallas”, but could if someone searches “best dallas restaurant”. In order to indicate to Google that you want a phrase match, you will need to put quotation marks around the phrase. •Exact match– This option works just like it sounds. In order for your ad to show, someone will have to search the exact keywords, in the same order, and with no other words before or after. So if you want to place an exact match on “dallas restaurant” your ad won’t show for the search “best dallas restaurant” or “restaurant in dallas.” You need to put brackets around the phrase if you would like it to be an exact match (e.g. [dallas restaurant]). Small business owners should use a combination of these matching types for their keywords. If you notice that your ad is showing for a search query that is not really relevant to your site, you will want to take advantage of negative keywords. So if a keyword that you’re bidding on is “cheeseburger” than you probably don’t want people to click on your ad after searching for the popular song “cheeseburger in paradise” if Click Here To Download Online Ads Mantra Video Training

46. you own a hamburger restaurant. In this case, you would add “paradise” as a negative keyword, and your ad won’t show if someone includes that word in their search. Step 5: Set your bid The bid is the amount you are willing to pay for a click on your ad. You are bidding on keywords against other websites in order for your ad to show on the results page when someone searches for that keyword. If a website has an equally relevant ad to the search being made and is willing to pay more per click, then their ad will show higher than yours or even instead of yours. Use Google’s keyword planner to find out how much you will need to bid. Below is a comparison of suggested relevant keywords and bids for the search “pizza rochester” and “plumbing rochester” in the keyword planner. As you can see, plumbing companies can expect to bid higher than pizza restaurants in the Rochester area. Click Here To Download Online Ads Mantra Video Training

47. Step 6: Write your ad The final step is writing your ad. You will need to write two headlines and a description. You have a limited number of characters, so make sure your ad is concise and straight to the point. How to Create an Effective Google Ad Click Here To Download Online Ads Mantra Video Training

48. •Use your keywords in your ad – You need to use the same keywords that you are bidding on are in your ad so that Google will be able to tell that the ad is relevant to the search. •Use local identifiers – If you are a local business, you want to consider using location terms in your search. If someone is searching for “bbqdallas” then your ad with the headline “Best BBQ in Dallas” will be more likely to show in the results and be highly relevant for theperson looking for a restaurant in your area. •Clearly state who you are and what you offer – The user should know immediately what your business is and how you can help with what they’re looking for. If you own a store that offers many different products, make sure you are matching your ad to the keywords being searched. •Tell the user what makes your business unique – There are tons of results on the first page of a Google search. You need to tell them why they should choose your business. Are you more affordable, dependable, or reliable? Do you have awesome reviews and ratings? Share that information in your ad. •Have a clear call to action – Users are more likely to click on an ad if they are being instructed on next steps. Examples of this are “Call today for a free quote,” or “Enter zip to find store closest to you”. •Include a promotion –You may want to include an offer such as “20% off shoes today!” or “Free shipping!”. It’s understandable if you don’t want to offer a discount on top of the advertising cost, but even a small offer can be the difference between attracting a new customer to your site, and having them click on the website next to yours. •Enhance your ad with extensions – Extensions show additional information about your business, such as your phone numbers, store rating or address, as links extending from your ad. Including extensions will increase the amount of space you take up on the results page, and they tend to have a high click through rates (both huge benefits). Plus there is no additional cost for including extensions. Click Here To Download Online Ads Mantra Video Training

49. A simple step you can take before writing your ads is to search for your type of business and see what type of ads come up. You don’t want to copy other businesses ads exactly, but you can get an idea of what works and what is out there. Sample of a good ad on Google This ad hits all of the things on our checklist. It is packed with keywords, offers $40 off, boasts being open 24/7, has a clear message to call, notes that they are located in NYC, and has ad extensions that are tempting to click on. Next, take a look at this ad: This ad is a little weaker because although it is clear that they are offering plumbing services in NYC, there are not many keywords, and nothing in the ad makes them stand out against the other ads listed. Google gives you a certain amount of characters to use, and in most cases you want to take advantage of all possible characters. The bigger your ad, the more it will stand out and the more keywords you can use within your ad. Conclusion When you advertise on Google, it can go a long way towards helping you get new customers, especially since you can target your ad specifically for people in your area. Make sure you have a good understanding of what you stand to earn from a new client coming from a Google ad, so you know whether the price is worth it for your business. Click Here To Download Online Ads Mantra Video Training

50. Once you create your account, constantly test ads so you are using the best performing material, and keep your keyword list clean. If you are not checking which search terms are triggering your ads, people could be clicking on your ad who have no interest in your type of business, which would be a waste of your money. Using Google AdWords is a great learning experience. Because of the easy to use tracking features, you can even learn from your Google AdWords mistakes by seeing which targeted keywords result in conversions and which do not. Chapter 7 A Guide on Social Media Advertising It’s no secret that digital advertising has become a key part of most marketing campaigns. Internet advertising spend overtook newspaper ad spending way back in 2013, and eMarketer predicts that it will overtake TV ad spending for the first time by the end of this year. The numbers are huge: an anticipated $72.09 billion spent on digital ads in the United States alone in 2016, a number expected to rise to more than $82 billion next year and more than $113 billion by 2020. It probably comes as no surprise that Facebook is one of the biggest players in digital advertising, indicating that social media advertising is front and centre in the digital ad world. In fact, Facebook blows all other digital properties out of the water when it comes to display ad spending, capturing 35.4 percent of total display advertising Click Here To Download Online Ads Mantra Video Training