1. Getting Started with
Digital Advertising

2. Search engine popularity has increased
Worldwide, 88,000,000,000 searches
are conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour
3,000,000,000 Per Day

3. 33% of US consumers spend at least
3 hours online every day.

4. Brief History of Digital Advertising
1993 – First Clickable Ad 1994 –“Banner Ad” 1996 – First Ad Server
1998-PPC 2002 2005 2007 2010

5. The Purchase Funnel
Increase Brand Visibility
Awareness Impressions & CPM
“plasma tv”Microcenter
Drive Qualified Traffic
Reviews, comparisons, demos
Education “Plasma tv reviews”
Generate Leads
Consideration Newsletter, Email captures, etc.
[Sign up for secret offers!]
Sales
Purchase Revenue, orders, ROI, ROAS
“Buy Sony Bravia 46” Plasma TV”

6. Defining Goals for Digital Advertising

7. Goal: Traffic Brand Awareness

8. Goal: Drive Traffic to Product, Event, Service

9. Goal: Build Your Fan Base

10. Goal: Lead Generation

11. Digital Advertising Payment Models
CPM Cost Per Thousand Impressions
CPC Cost Per Click
CPL Cost Per Lead
CPA Cost Per Acquisition
CPSA Cost Per Social Action

12. Categorizing Digital Advertising
Paid TV Commercial, Web Banner Ad,
Paid Search
Owned Website, Blog, Facebook Page
Earned Blog Mention, Word of Mouth, Buzz
POEM

13. PPC/PPA

14. Banner Ads
Image-based
Text-based Multimedia

15. Banner Ads

16. 900 Million Users
You Can Target By:
Demographics: Location,
Boston +5 miles Language, Education, and
Work
Women Age, Gender, Birthday, and
21-30 Relationship Status
Likes & Interests:
Single
Select Likes & Interests such
as "camping", "hiking", or
"backpacking" instead of
"tents" or "campers“
Connections

17. Event
Poll
Video Comment
Like Sampling

19. New England States You Can Target By:
Demographics: Location, Language,
Consumer Brand Education, Company, Age, Title
Marketing Manager
Group Memberships

21. Different Levels of Advertising

22. Different Levels of Advertising
• Pre-rolls
• Ads appear before the content
• Best performance
• Mid-rolls
• Ads appear during content
• Many marketers wary of interrupting
• Post rolls
• Ads appear after content
• Perform at 40% level compared to pre-roll

24. Preparing for a Digital Advertising Campaign

25. Preparing: Defining Your Audience
• Location
Awareness • Language
• Education
• Work
Education • Age
• Gender
• Birthday
Consideration • Relationship Status
• HIH
• Groups
Purchase • Likes
• Friends
Think about the people who you want to see your ads

26. Metrics and Measurement
• Impressions & Clicks
• CTR – click through rate
• How many of my ads
got clicks?
• Clicks/impressions
• Return
• Conversion Rate
• Revenue
• ROAS
• ROI

27. Preparing: Keywords
Based on what your audience is interested in instead or what they might be looking to
buy depending on the channel

28. Getting Started

29. Google AdWords: www.google.com/adwords

30. YouTube: http://www.youtube.com/yt/advertise/

31. Bing/Yahoo!: https://adcenter.microsoft.com/

32. Twitter: https://business.twitter.com

33. Facebook: http://www.facebook.com/advertising/

34. Case Study: International Healthcare Publishing

35. Case Study: International Healthcare Publishing
Goals:
• Increase online sales and create buzz for a specialty publication for nurses
• Increase dialogue around and awareness of the publication using
Facebook as a fan gate and alternative point of purchase
Approach:
• Search – Facebook ads and PPC to promote
Facebook page
• PR – identify and pitch key influencers in online
nursing community
• Social – created Facebook POS and executed
engagement tactics – quizzes, contests, polls

37. Case Study: International Healthcare Publishing
13,265% 12,278,000
increase in Facebook likes impressions on Facebook in one week
in first week
Through blogger outreach and search optimized
releases, the team was able to secure coverage
for the client in industry blogs viewed regularly
by the target community.

38. Francis Skipper
Director of Search Marketing
415.542.6250
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip

39. Getting Started with
Digital Advertising