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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

Demystifying Online Advertising

Presented By: Sarah Johnson, Director, Consulting Services


Looking ahead
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


How has advertising changed
How has Advertising Changed?

  • Online advertising spend is expected to double in the next 5 years


How has advertising changed1
How has Advertising Changed?

  • Online advertising spend is expected to double in the next 5 years

  • Circulation of print publications are way down


How has advertising changed2
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


Online advertising survey results
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.



Search engine advertising
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


4 things to know about search engine advertising
4 Things to Know About Search Engine Advertising

  • Placement vs. inclusion

  • Quality Counts

  • Ethics Matter

  • The Art of Keywords


Social media advertising
Social Media Advertising

Benefits of Social Media Advertising

  • Hyper target

  • Transparency and trust

  • Word of mouth marketing

  • Engagement



Social media advertising2
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





Develop your online strategy
Develop your online strategy

5 Things your strategy should include

  • Target market- pick a niche or service to begin with


Develop your online strategy1
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


Build your keyword list
Build Your Keyword List

Begin by identifying the keywords you know.


Build your keyword list1
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


Develop your online strategy2
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


Develop your online strategy3
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


Develop your strategy
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


Monitor measure repeat
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



Freed maxick case study
Freed Maxick Case Study


Freed maxick case study1
Freed Maxick Case Study


Freed maxick case study2
Freed Maxick Case Study

Traditional in combo w/ New MediaDirect Mail


Freed maxick case study3
Freed Maxick Case Study

Traditional in combo w/ New MediaPrint Ads


Freed maxick case study4
Freed Maxick Case Study


Freed maxick case study5
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


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


Naden lean llc case study
Naden/Lean LLC Case Study


Naden lean llc case study1
Naden/Lean LLC Case Study



Thank you
Thank You

Contact Information

Sarah Johnson

Director, Consulting Services

P: 312-245-1681

E: [email protected]

T: @sarah_johnson28

FB: www.facebook.com/pdiglobal

LI:www.linkedin.com/sjjohnson


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