Google AdWords & Facebook

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Domenic Miller
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1 Google AdWords & Facebook

2 About The Web Advisors We are professional marketers passionate committed

3 About The Web Advisors We excel in digital marketing strategic planning tactical implementation focused conversions

4 About The Web Advisors We believe in collaboration loving what you do

5 Online Marketing 101

page. Mobile Traffic over 60% now What s Important?

7 MOBILE FRIENDLY WEBSITE Make sure you have a mobile friendly (Responsive) website or campaign landing page. Mobile Traffic over 60% now What s Important? Fast (Load in less than 3 sec) Easy to navigate & read

8 GOOGLE MY BUSINESS Own your local business presence If you see Own This Business? CLAIM IT. Feed your correct information to Google (THE INTERNET), and importantly, respond to reviews. Need a website? Basic, Free One Page solution is available (Name, Address, Phone). Business.google.com

10 FOUNDATION

11 GOOGLE ANALYTICS Free Standard Powerful

12 SET GOALS - Zig Ziglar

13 SET CONVERSION GOALS Specific Pages Leads (Forms) Phone Calls Ecommerce

14 SET YOUR AUDIENCES Foundation for Remarketing...

15 SET YOUR AUDIENCES

16 BUILD YOUR AUDIENCE

17 PIXELS & TAGS Snippets of code that you place on your website. Helps the platform (Facebook, Twitter) identify what your users are doing Foundation for Measurement & Remarketing...

18 PIXELS & TAGS Snippets of code that you place on your website. Helps the platform (Facebook, Twitter) identify what your users are doing Foundation for Measurement & Remarketing...  <script>!function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callmethod? n.callmethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createelement(e);t.async=!0; t.src=v;s=b.getelementsbytagname(e)[0]; s.parentnode.insertbefore(t,s)}(window, document,'script', ' fbq('init', ' '); fbq('track', 'PageView'); </script> <noscript><img height="1" width="1" style="display:none" src=" /></noscript>

19 BUILD YOUR AUDIENCE Identify your most valuable website users Upload your list of customers Build audiences of those that interact with your brand

20 BUILD YOUR AUDIENCE Identify your most valuable website users Upload your list of customers Build audiences of those that interact with your brand

21 BUILD YOUR AUDIENCE Users that have engaged with your videos Completed forms Engaged with Canvas ads Engaged with your Facebook or Instagram profile Have completed a unique event

23 ATTRACTION

24 ONLINE MARKETING 101 Placing your brand message in front of people while they travel the internet.

25 SEM VIDEO SOCIAL PPC TRUE VIEWPROGRAMMATIC REMARKETING DISPLAY ONLINE MARKETING 101

26 ONLINE MARKETING 101 SEARCH DISPLAY VIDEO

27 Search Engine Marketing SEM PPC Google AdWords Bing Ads

28 Intercepting Intent

29 SEARCH

30 SEARCH You pick the keywords and your bid amounts

31 SEARCH You pick where you want your ads to appear

32 SEARCH Easily create ads that best speak to your customers needs and search intention

34 CONVERSIONS Before Your Activate Your Campaign, Make Sure You Have Goals

35 Display Advertising Banner Ads Google Display Network

36 Building Awareness Targeting Intent

37 DISPLAY Ads are presented on the Publisher Sites that serve Google Display Network ads

38 DISPLAY Targeting Keywords Audiences Age, Gender, Parental Status (Consider this often unknown ) Topics Affinity - Long Term interest as compiled by Google (adssettings.google.com) Intent - Consumers researching a purchase Remarketing - based on website users activity and similar audiences Demographics Keywords can trigger your ad to show when people view related content on YouTube, websites or apps. Choose from content related to certain subjects Placements Specify websites (eg Kijiji, YouTube, USAToday)

39 DISPLAY Video

40 Video YouTube

41 Inspirational Building Awareness Developing Audience

42 VIDEO Ad Varieties True View Instream - Skippable Ads Before, During & After True View Discovery Ads - Placed around YouTube or Partners Sites Bumper Ads - 6-Second, Non-skippable, Branding Non-Skippable Second Ads. Require minimum spend commitments Display Ads - 300x250 or 300x60 ad sizes Overlay Ads - Just as it sounds. Overlay on your targeted videos. Sponsored Cards - Think of it as a call to action on your video

43 VIDEO

44 VIDEO Video Ad Targeting Very similar to Display Ad Targeting with some key differences Placements - instead of choosing the websites to target, you choose the Channel or specific video to target Consider a layered targeting approach to your targetting Choose Topics and Interests, layer on keywords or demographics to hone your audience

45 Social Facebook Instagram Twitter

46 It s Where Your Customers Are

47 SOCIAL Over 75% of Canadian Internet users can be found visiting YouTube or Facebook in the past month. 18% of Canadians share the posts or content of other people, organizations, or media on Facebook a minimum of once per day. 40% share at least one post per week and 80% share posts a few times each year. statista.com

48 SOCIAL Facebook functions similar to Google Display Network targeting. Location Interests Demographics The Targeting List Is Long The Creative Types Are Many

SOCIAL To Boost or Post a Dark Ad That is the question If your already creating engaging content, dedicate a small budget ($1/day/post for 7 days) to boosting posts to

49 SOCIAL To Boost or Post a Dark Ad That is the question If your already creating engaging content, dedicate a small budget ($1/day/post for 7 days) to boosting posts to your desired audience People near your business People interested in your offerings Use Dark Ads for conversion or when you don t want your general audience to see your offer.

50 SOCIAL The Hot Medium = Video Inspirational Behind The Scenes Engaging Tell Your Story

51 SOCIAL Use Video Ads To Inspire, Tell Your Story Build Your Audience (Pixel) Distribute Offer Ad To Your Already Engaged Audience (Remarketing)

53 Be Mobile Friendly Own Google My Business Track & Build Audience Establish Goals Choose The Right Network Showcase What Makes You Unique

54 Thank You

55 Questions Chris Elder Account Director The Web Advisors (250)

Converting leads to sales Creating an Integrated Customer Experience. Presented by Ed Truman Head of Analytics

Converting leads to sales Creating an Integrated Customer Experience Presented by Ed Truman Head of Analytics What does an Integrated Customer Experience Mean Step 1 Identifying The Right Audience Who