Facebook, Google AdWords, and Google DisplayNCSHA Annual Conference and Showplace 2014 Navigating Online Advertising Tools

Facebook Ads Collaborative process with marketing

agency, wedu (we write the content, they suggest which pieces could be good for paid promotion)

Primarily do sponsored content ads Focus advertising on homeownership

programs It’s cheap ($750/month budget), simple,

and allows for targeting

Facebook Ads

Facebook Ads

Google AdWords Text-only ads that appear during Google

searches featuring the keywords we are targeting

Hired marketing agency (wedu) to do set up and active management of AdWords

We work with them on updating content and identifying keywords

Google AdWords

Google Display Network Started in June 2014 Shifted from paid placements on local

media websites to Google Display Network, which has a wider reach

A strategy of “following” anyone who might be interested in us rather than staying in one place and hoping they come to us

Sometimes we appear on websites that offer paid placements, but for less $$

How do we measure? For Facebook:

Look at comments, likes, and shares for engagement

Paid views vs. organic views Where it ranks among referrers to website Monthly reports with our marketing

agency Insights tool also has good features

Insights

How do we measure? For other paid advertising: Google

Analytics Monthly reports from our marketing agency Referrals and top landing pages to see

where people are coming from and what they are viewing

Using goals in Google Analytics Track if people are taking action on our site

(ex. Filling out a lender form)

Goals in Google Analytics

Google AdWords

Display Network

Top Takeaways Take advantage of online’s ability to adapt.

Watch your metrics and adjust accordingly. Prioritize according to what makes sense

for you. (Reporting tools can do a lot and look at data many different ways)

Dive in and play with it. Find a way to connect the dots among your

various efforts.