digital advertising: it's not just for marketing anymore
DESCRIPTION
Using the Google Ad network to advertise a big exhibit is obvious, but few organizations realize the importance of Google Grant (FREE advertising dollars!) and paid advertising to support ongoing membership and marketing efforts. We’ll discuss how Seattle Art Museum and Art Institute of Chicago have used digital advertising and new digital strategies to generate membership and ticketing revenue. Attendees will walk away with a list of actionable items that can be immediately implemented to benefit every department within their organization.TRANSCRIPT
AMMC / Opportunities for Engagement in the Digital Age
Digital Advertising: It’s Not Just for Marketing Anymore
AMMC / Opportunities for Engagement in the Digital Age
01. Google Grant
AMMC / Opportunities for Engagement in the Digital Age
Google Grant: The Basics• Up to $10,000 month in free digital advertising!
• Limitations:– Maximum CPC of $2.00– Text ads only– Search network campaigns only
• An opportunity, not a solution – best done in conjunction with paid advertising
User Searches Keyword
Keyword Matches Ad
Ad Served to User
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
02. Paid Digital Advertising
AMMC / Opportunities for Engagement in the Digital Age
Text Ad
Display Ads
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
Seattle Art Museum Great member benefits. Join now, get 2 months Free! onlineoffer.seattleartmuseum.org Members See Gauguin Free Get 2 months Free membership to Seattle Art Museum. Join today! onlineoffer.seattleartmuseum.org Gauguin & Polynesia SAM members enjoy great benefits. Join now, get 2 months Free! onlineoffer.seattleartmuseum.org
AMMC / Opportunities for Engagement in the Digital Age
03. Remarketing
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
04. Cookie Targeting
AMMC / Opportunities for Engagement in the Digital Age
Step 1: Data Input
AMMC / Opportunities for Engagement in the Digital Age
Step 2: The Match
AMMC / Opportunities for Engagement in the Digital Age
Step 3: Cookie Targeting
AMMC / Opportunities for Engagement in the Digital Age
Direct Mail
Digital Ad
AMMC / Opportunities for Engagement in the Digital Age
05. Microsites
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
06. Mobile Advertising
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
07. Social
AMMC / Opportunities for Engagement in the Digital Age
Facebook Integrated Form
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
08. Light Box
AMMC / Opportunities for Engagement in the Digital Age
Cyber Monday Light Box
AMMC / Opportunities for Engagement in the Digital Age
09. Email
AMMC / Opportunities for Engagement in the Digital Age
AMMC / Opportunities for Engagement in the Digital Age
EmailEmail #1Sent:April 10, 2012Subject: Save over 20% on tickets - Gauguin and Polynesia
Email #1 – Sent January 24, 2012Subject: Special Savings: Gauguin and Polynesia
Email #1 – Sent January 24, 2012Subject: Special Savings: Gauguin and Polynesia
Email #2Sent:April 17, 2012Subject: Don’t let it pass you by
AMMC / Opportunities for Engagement in the Digital Age
Questions?
Tiffany [email protected]
Anthony [email protected]
Tori [email protected]