4. Before
engaging:
Iden�fy
sites
current
performance
(SEO)
Assess
product
categorisa�on,
e-‐commerce
flow
and
site
layout
What
are
your
goals?
Awareness
/
New
Business
/
RFP?
Searching
for
Keywords:
Compare
search
volume
pa�erns
for
mul�ple
search
terms
across
specific
regions,
categories
and
�me
frames.
Highlight
one
word
Pin
Points
–
Lawyer
Belfast,
Plumber
Antrim
Where
is
your
business
listed
on
the
organic
results?
6. Facebook
Step
1.
Decide
what
you
want
to
promote
Step
2.
Target
the
right
Audience
Step
3.
Design
an
Engaging
Advert
Step
4.
Manage
your
Budget
Step
5.
Review
&
Improve
7. Twi�er
Set
your
goals:
-‐ Drive
sales
–
Increase
Followers
–
Customer
Service
Iden�fy
how
you
want
to
promote:
-‐ A
tweet
-‐
Twi�er
Account
–
Trend
Self
service
/
Full
service
-‐ Set
your
budget
-‐ You’ll
only
be
charged
when
people
follow
your
Promoted
Account
or
retweet,@reply,
favourite
or
click
on
your
Promoted
Tweets.
8. Twi�er
1.
Choose
your
loca�on
2.
Target
the
audience
you
want
to
reach
3.
Promote
your
tweets,
account
or
both
4.
Pay
only
for
what
works
9.
YouTube
Over
4
billion
videos
viewed
each
day
+
60
hours
of
video
uploaded
each
minute.
800
million
people
view
YouTube
each
month.
Se�ng
objec�ves:
Product
Launch
/
Brand
Awareness
/
Direct
Response
/
Online
Reputa�on
Iden�fy
target
audience.
12. LinkedIn
Control
How
Much
You
Spend:
Pay
by
clicks
or
impressions.
Stop
your
ads
at
any
�me.
No
long-‐term
contracts.
No
commitments.
Target
a
Specific
Audience:
By
job
�tle
and
func�on
By
industry
and
company
size
By
seniority
and
age
By
LinkedIn
Groups
Reach
Professionals
on
LinkedIn:
Connect
with
the
world's
largest
audience
of
ac�ve,
influen�al
professionals.
Launch
your
campaign
in
minutes.
All
you
need
is
a
LinkedIn
account.
15. Buying
Metrics
The
3
most
common
metrics
are:
CPM,
CPC
&
CPA.
CPM
(Cost
Per
Mille)
=
cost
per
thousand
page
impressions.
E.g:
100,000
pg
imps
@
£10
per
thousand
=
£1,000
CPC
(Cost
Per
Click)
or
PPC
is
when
adver�sers
pay
each
�me
a
user
clicks
on
their
lis�ng
and
is
redirected
to
their
website.
They
do
not
actually
pay
for
the
lis�ng,
but
only
when
the
lis�ng
is
clicked
on.
CPA
(Cost
Per
Ac�on
or
Cost
Per
Acquisi�on)
In
this
payment
scheme,
the
publisher
takes
all
the
risk
of
running
the
ad,
and
the
adver�ser
pays
only
for
the
amount
of
users
who
complete
a
transac�on,
such
as
a
purchase
or
sign-‐up.
