webinar for YMCAs Jump Start January

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Ilene Stafford
6 years ago
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1 2 15 webinar for YMCAs Jump Start January

2 website TV Radio Print Outdoor

3 Using Google AdWords Remarketing Simply add a tag to your site or configure using Google Analytics Setup ALL VISITORS audience or segment based on interests Consider the use Similar Audiences to broaden reach but monitor CTR and ROI closely.

4 Using Google AdWords Remarketing Principles Best Practices You can reach people on your remarketing Use ALL VISITORS Audience for your lists as they use Google search and browse association-wide campaigns to keep entire over 2 million websites and mobile apps that audience warm with brand & offerings. are part of the Google Display Network. Audience duration should be set to 540 days (max) This is a PAID account feature only & is not supported by Google Grants. Call to Action on text and banner ads should be specific and compelling for segment of audience. Average CTR for Ys =.10 to.15% Action Action Items Items Ensure your remarketing audience is setup properly and growing Allocate budget - ad spend will vary by area ($500/100K/week)

Using facebook Retargeting & Audiences Retargeting Audiences - Connect

(members, program participants) or have been engaged in the past

5 Using facebook Retargeting & Audiences Retargeting Audiences - Connect with the people who have visited your website by adding a tag to your site similar to Google. Custom Audiences - Connect with the people who have already engaged (members, program participants) or have been engaged in the past (former members). Lookalike Audiences - based on the attributes of your audiences, facebook can broaden the reach of your campaign.

6 Using facebook Retargeting & Audiences Principles Best Practices You can reach people on your remarketing ad sizes & vary ad copy based on gender lists as they use Facebook. For example, consider targeting everyone who has submitted a guest pass request, former members and program participants with specific messaging. Upload several large images to leverage all Use Google URL builder to construct destination URLs that provide campaign info to Google Analytics Action Action Items Items Setup a facebook ad account now and run a test campaign before Jan Setup site tag now and outline detailed plan for custom audience use

7 Using Twitter Retargeting & Tailored Audiences Retargeting Audiences - Connect with the people who have already shown an interest in your YMCA & have visited your website. Tailored Audiences - upload lists based on address, phone number & twitter usernames to target or exclude Lookalikes or Similar Users - enables you reach users who are most like your best existing members and program participants.

8 Using Twitter Retargeting & Tailored Audiences Principles Best Practices Twitter has significantly enhanced their ad Although used for branding and awareness, Twitter now offers ads that drive traffic to your website as well as prospective member lead capture. Create multiple A/B twitter cards & A/B tweets to promote during December platform in regards to pricing and engagements to better meet YMCA budgets & goals. If using e-commerce tracking with Google Analytics, setup post-engagement & post-view attribution windows using conversion attribution settings to track campaign ROI Action Action Items Items Setup site tag now and outline detailed plan for tailored audience use Research Twitter usernames & interest categories (parents, women, etc)

9 Using Google AdWords Paid Search & User Vertical Targeting Why would you do this when you have Google Ad Grants? Paid Search - Consider that you may need a general membership/ fitness club/lose weight campaign to be effective and meet/exceed your membership targets. User Vertical Targeting - usually combined with your Google AdWords remarketing campaigns, user vertical targeting can significantly broaden your reach to relevant audiences (e.g. savvy parents, moms, health & fitness buffs ) Work with an experienced and certified Google Partner that is accountable & focused on results, not just ad placement & ad spend.

10 Using Google AdWords Paid Search & User Vertical Targeting Principles Best Practices Leverage Google Ad Grants effectively Use an extensive and tested general membership/fitness/lose weight campaign to capture users searching with intent during January. Add relevant user vertical targeting to your remarketing campaigns to broaden reach throughout the year & consider use of Paid Search & User Vertical Targeting to broaden reach & compete with other fitness/health club campaigns running in January. Action Action Items Items Setup membership/fitness/lose weight campaign in paid search account Setup remarketing campaigns and add relevant user verticals & pause them so they are ready to use at a moments notice.

11 Using facebook ads Over a billion people use Facebook to connect. Based on their location, age and more, you can target relevant segments in your area using multiple ad sizes with calls to action. Facebook enables you to reach people where they re engaged. Facebook is on 3 of every 4 smartphones and more than half of people on Facebook visit every day. Most online advertising reaches only 38% of its intended audience. Facebook s average is 89%.

12 Using facebook ads Principles Best Practices Combined with Facebook retargeting, you Research demographics, interests & behaviors in multiple configurations to understand the size of each relevant audience in your respective area. Use images & YMCA color palettes that pop on the facebook gray/blue palette can exclude members & existing program participants when you use targeted facebook ads to reach prospective (new) members. Images may not include more than 20% text & this includes logos and slogans Action Action Items Items Use Google URL builder to construct destination URLs that provide campaign info to Google Analytics Outline strategy for EOY & January & setup campaigns early. Use similar copy & images used in traditional advertising channels

13 Using Google Ad Grants Branded Campaigns - Update your Google Ad Grants branded campaign to reflect the membership campaign and add related sitelinks. Callouts - these are not links & a separate landing page isn t required. Callouts offer a lot of flexibility in messaging - use them year round to reinforce the focus areas. Work with an experienced and certified Google Partner that has successfully managed Google Ad Grants accounts and is accountable & focused on results.

14 Using Google Ad Grants Principles Best Practices Leverage your Google Ad Grants account Page for Every Program & update sitelinks for all campaigns to include call to action for membership Focus efforts on your branded campaign as traditional advertising channel & social media activity will enhance branded searches year round with targeted campaigns for every program your YMCA offers. Action Action Items Items Review Geographic settings, update branded campaign & add callouts/sitelinks Pause your membership campaign in Google Grants & turn on in paid account to boost ad impressions and click through during January.

Use the Level Seven Digital Marketing Platform

in one place Summary emails delivered weekly,

Emails will be delivered daily during the month

15 Use the Level Seven Digital Marketing Platform All of your digital marketing campaign analytics in one place Summary s delivered weekly, monthly & quarterly. s will be delivered daily during the month of January. Website auditing & analysis, peer comparisons and guest pass/lead management

Using the Level Seven Digital Marketing Platform Principles Best Practices Our mission is to provide a trusted, cloud- Setup your free account and connect based digital marketing management Google

16 Using the Level Seven Digital Marketing Platform Principles Best Practices Our mission is to provide a trusted, cloud- Setup your free account and connect based digital marketing management Google Analytics, Google AdWords and platform that significantly enhances program other digital marketing ad platform accounts & membership revenue growth enabling your YMCA to focus on strengthening communities. Action Action Items Items Monitor weekly and adjust campaigns to produce an outstanding ROI. You will receive daily summary s for the month of January Sign up for FREE account & start receiving weekly summary s Contact us to find out how we can help you have a record January!

17 ? Questions & Answers

18 Thank you. Kevin Embree Cindy Aw @L7Labs (844)

19 Let s make January 2015 outstanding! We love working with YMCAs! Action Action Items Items Watch the Webinar Video Contact Us to Get Started!

YMCA National Membership Summit. February 2016 Dallas, Texas

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