In this era of social media, SEO, and mobile many seem to think advertising is somehow passé. Hear from a panel of industry experts how you can harness the latest advertising strategies to achieve solid marketing ROI. We’ll explore best practices for advertising programs, and even turn some of your thinking about advertising on its head with new options you might not be aware of.
11. Waste not, want not…
“Half the money I spend
on advertising is wasted;
the trouble is I don't know
which half.”
John Wanamaker, (attributed)
US department store merchant (1838 - 1922)
20. This is now…
Marketing Roundtable Adams Outdoor Advertising
21. Outdoor is now immediate…
Marketing Roundtable Adams Outdoor Advertising
22. Then Now
Simple Visual and Creative
Static
Static Tri-Vision
Digital
Billboard Billboard
A billboard will always be a billboard.
Marketing Roundtable Adams Outdoor Advertising
26. Outdoor is…
• Trendy, hip and NOW
• Always on, never avoidable
• Visual, interactive and directional
• Used by other mediums
Outdoor can…
• Reach everyone, every day
• Target specific demographics
• Be customized to suite any budget
• Make your message larger than life
Marketing Roundtable Adams Outdoor Advertising
27.
28.
29. Want to grow your business?
Put your message in front of
potential customers right
when they're searching for
what you have to offer.
38. *Choose Your Budget – Any amount
*Expand with little additional time &
effort
39. *Select Specific Keywords and Phrases –
“Denny’s Baconalia”
*Restrict Specific Keywords and Phrases
*Specific Calls to Action
*Narrow or Broaden Audience Location
*Audience Demographics & Interests
*Time of Day, Day of Week
40. *Appears exactly when your potential
customer is looking
*Tie to seasonal sales, events, trade shows,
webinars, social media push - Baconalia
41.
42. * 80% of all web searches are done on Google
* YouTube is second largest search engine
* Bing / Yahoo / Microsoft
* Your competitors are there
* On page – auction & quality determines
placement
43. Optimize Using Key Insights from click-through-
rate (CTR) and conversions (definable)
* Keywords most likely to gain “click-through”
* Ad wording most likely to gain “click-through”
* Landing pages most likely to convert (sale, phone call,
download, time on site)
* Can be integrated with marketing automation programs
for tracking and lead scoring
Constantly developing and testing to optimize
click-throughs and conversions.
44. Change any settings now, tomorrow, next month
* Budgets
* Keywords
* Ads
* Landing Pages
* Entire campaigns
45. *Use most popular and powerful
keywords and ads to inform your
other marketing
*Enhances & informs organic
search & social campaigns
*Requires maintenance
46. * Am I turning someone toward a product?
*Am I reaching the target market and
convincing them to buy?
47. Advertise:
early 15c., "to take notice of,"
(12c.), from Latin advertere "turn toward," from
ad- "toward" (ad-) + vertere "to turn" (versus).
Promotion:
Reaching the target market and convincing
them to buy
Tell you What Paid Search is, why it’s powerful, why you might like it if you like to measure things. About 900,000 searches are done on Google per second.
What is Paid search - TOP AND SIDE of results (light pink). modern day Yellow Pages. From the searcher’s standpoint, I type in something I need, and get results. Paid and organic results. From the advertiser’s standpoint – I have the opportunity to convince you to come to my site instead of my competition.
Focus on wording and offer in my “ads.”
From Google’s standpoint….what they make in advertising pays for everything else they do.
Baconalia! Display ads – distinct from paid search. I can do paid search with display ads…but for this discussion, let’s keep them separate. Ok. Bacon, mortgage rates…Are B2B technology companies using paid search?What is in it for Spark? Focus on entrepreneurial assets and resources,biosciences, alternative energy.
Quickly scalable advertising – if your campaigns are effective, channel more dollars there. What other ad channels are scalable like this? TV, radio, digital outdoor.
There are not a lot of Denny’s in Iowa. Negative keywords narrow the scope to save money. Ie, “bacon.” Targeting gets to the right PEOPLE
Location applies in a number of ways – Major search engines are where your fingers do the walking, google and YouTube are both accessible via one platform - AdWords
This just gets better. Like inbound programs, paid search is measurable. Advertiser’s Dream, CFO’s Dream. Also use dummy tests – sales.
The World’s Fastest Indian Anthony Hopkins
Location applies in a number of ways – Major search engines are where your fingers do the walking
Etymonline.com
What else might Paid Search be? Top of funnel. Absolutely. It’s easy to see how Paid Search is part of an inbound marketing program. It’s a type of an inquiry.
