social and search advertising

Social and Search Advertising

1http://waggeneredstrom.com/studiod

http://waggeneredstrom.com/studiod


Global Search and Social Network Advertising

Consider your audience. Is your content relevant to a global audience? Consider whether it is appropriate for the language and culture of your target regions.

Start early. Few local social networks feature a self-serve ad platform. Communications, setup and contract work will take longer than on Facebook. When working with an account manager, consider the time difference between your locations and factor in additional time to start your campaign.

Localize. Work with a localization team to ensure that your ad copy is not only translated, but it is also clear and relevant for each local audience.

Target. Facebook offers robust targeting features to reach very specific audiences. Understand the targeting options available on each social network and determine if the network reaches your target audience.

Measure. Each social network’s advertising platform will offer different metrics and campaign models (CPM, CPC, etc.). Determine what metrics are available before starting a campaign and compare with potential ROI for Facebook.

© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE

3© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE

25 billion search queries per month globally.

16 billion search queries per month in the U.S.

67% of U.S. adults who research online before making a purchase decision use search engines as a research tool.

7 out of 10 people initiate their Internet experiences with a search.

77% of U.S. Internet users conduct at least one search per day with 38% conducting four or more searches per day.

By the Numbers


Consumers were 20% more likely to have positive perceptions of brands in top paid-search position

30% were more likely to consider buying a product when the brand was at the top of paid-search results

Research also found a substantial penalty for brands that don't buy paid search

Unaided awareness for competitive brands grew an average of 45% when a test brand's search ad wasn't present but a competitor's search ad was

Yahoo/MediaVest Study: Sponsored Text Ads Increased Awareness

What’s the Value?

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Bing & Yahoo!


What

Microsoft search advertising is an auction-based model, with ads triggered by keyword searches

Microsoft now powers Yahoo! Search and can be managed through Microsoft adCenter

Why

Reach your audience with a targeted campaign that’s relevant to your customer

Expand your reach — Bing gets 93.6 million monthly users, and Yahoo! gets 2.3 billion monthly searches. Combined, Bing and Yahoo!’s audiences represents 31.6 percent of the U.S. search market share

Cost

You stay in control of your dollars by determining the maximum price you’re willing to pay when someone clicks on your ad

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Bing & Yahoo!

Overview


Sign Up for a Free Microsoft adCenter Account to Get Started

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Get Started

Bing & Yahoo!

Choose Keywords Carefully

Think like your customer Utilize the keyword tool for suggestions Match keywords to ad text

Create Clickable Ads

Ads should directly relate to keywords Include prices, special offers and unique selling

points Use a strong call-to-action Direct users to the most relevant destination URL

Optimize

Write multiple variations of the same ad to see what works and gets you the most clicks


https://adcenter.microsoft.com/Customer/Signup.aspx?mkt=en-us&adv_market=en-us&s_int=118

8

Google

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Google AdWordsWhat

Google AdWords is an automated auction. You write your ads and choose your keywords. When someone searches, all ads related to that keyword are put into an auction. The top ads will appear under the heading Sponsored Links on the right-hand side or above search results.

Cost

Anyone can easily develop a Google advertising campaign using one’s own Google account

You set a daily budget that you are comfortable with and can adjust at any time. You only pay when someone clicks on your ad


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Google AdWords

Get StartedSimply Sign Up for Google AdWords to Start a New Campaign

Choose Keywords Carefully

Think like your customer Utilize the keyword tool for suggestions Match keywords to ad text

Create Clickable Ads

Ads should directly relate to keywords Include prices, special offers and unique selling

points Use a strong call-to-action Direct users to the most relevant destination URL

Optimize

Write multiple variations of the same ad to see what works and gets you the most clicks

Keywords: Security, Security Essentials,

Antivirus, Free Antivirus


http://www.google.com/ads/adwords2/

Facebook


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Facebook Ads

Advertise something you have created on Facebook — like a fan page, group or event — or advertise an external website

Target your ad by location, gender, age, keyword, relationship status, job title, workplace or college

Overview

Connect with more than 500 million potential customers

Anyone can easily develop a Facebook advertising campaign using one’s own Facebook account

Target your audience by location, age and interests

Set a daily budget that you are comfortable with and can adjust at any time

Choose to pay only when people click or see your ad

Why

What/Who Cost


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Facebook Ads

Get Started

ID Your Goal

Gain connections. Drive traffic to your Facebook page

Acquire leads. Drive traffic to your external website, where info-gathering is easier

Create

http://www.facebook.com/adsmarketing

Stand Out

Use an eye-catching image Keep text short and to the point Provide a clear call-to-action

Optimize

Target a broad or niche audience Set up multiple ads to see what works Refresh ad content regularly Monitor performance through your Ads Manager and

adjust content and settings as needed© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE

http://www.facebook.com/adsmarketing

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Digg


What/Why With more than 35 million visitors per month,

Digg is a popular place for people to discover and share content across the Web. Digg surfaces the best stuff as voted on by its users

Digg Ads are sponsored news article placement that appears inline with organic content. Digg ads will look and feel similar to the Digg content you see every day — stories, video trailers and independent product reviews — but will be clearly marked as sponsored

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Digg

Cost Advertisers pay based on ad performance. Based on

the number of Diggs, buries and clicks an ad receives, that ad will either stay on the homepage for longer and decrease in price or it will be buried and the advertiser will be charged more for submitting an unpopular ad


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Digg

Get StartedContent is King

Don’t emphasize your brand — users come to Digg solely for the content. Likewise, don’t use a company logo for the image

People Love Lists

Headlines that point to lists — “10 Ways to Do This” or “5 Things to Improve That” garner more Diggs than similar content that isn’t organized

Refresh

Have a handful of ads to rotate. Just like news stories, content quickly becomes stale


Twitter


Every day, millions of people use Twitter to create, discover and share ideas with others

Twitter is a communication platform that helps businesses stay connected to their customers. Twitter is used to share information in real time with people interested in a company or organization, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about a business

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Twitter Ads

What/Why


Promoted Tweets Promoted Tweets appear by select

partner advertisers at the top of some Twitter.com search results pages. These tweets will be clearly marked as promoted when an advertiser is paying, but in every other respect they will exist as regular tweets and will be organically sent to the timelines of those who follow a brand

@Earlybird Twitter @earlybird Exclusive Offers

are special time-bound deals, sneak peeks and events that are promoted by the official Twitter @earlybird account. Twitter partners with select advertisers and retweet offers that they have crafted only for the Twitter community

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Twitter Ads

Get Started


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YouTube

What/Why: Site Stats

98.1M unique monthly visitors 17.5B page views per month Average minutes per visit: 21 Average monthly visits per visitor:

10.6 51% of YouTube users go to the site

weekly or often 52% of 18–34-year-olds share videos

often with friends and colleagues Search engines love YouTube

content (SEO!) Makes content easy to share and

embed

Cost

Anyone with a YouTube account can set up a campaign

Stay in control by setting your budget. You pay only when someone actively clicks to see your video

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YouTube

Overview


Promoted Videos

Choose the video you want to promote

Write promotional text and choose which keywords should trigger your promotion

When someone searches, all ads related to that keyword are put into an auction. The top videos will appear under the heading Promoted Videos on the right-hand side of search results

When triggered, your promoted video will appear on the right-hand side of search results

https://ads.youtube.com

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YouTube

Get Started


https://ads.youtube.com/


StumbleUpon


What/Why

StumbleUpon (SU) is a free tool that helps millions of users discover websites based on a person’s interests. Clicking the Stumble button will bring you to one new website after another, each matching a personal interest. SU brings the audience directly to your Web page

Users rate websites with a thumbs up or thumbs down. The more users like your website, the more traffic your content will see

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StumbleUpon

Cost Pay only for actual views of

your site with complete control of your budget. With no minimum spend requirements, you have the flexibility to spend as much or as little as you like


Reach

Target the audience you want by category, demographic or geography

Traffic comes directly to your site, no click-through required. The more users like it, the more traffic you get

Optimize

Monitoring is easy. SU provides daily statistics on clicks, costs and user ratings

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StumbleUpon

Get Started


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Resources

Bing Search Advertising Google AdWords Growing Your Business With AdWords Guide to Facebook Ads Facebook Advertising Best Practices Facebook Advertising 101 Webinar Advertise on Digg Contact Digg Advertising Twitter Blog: Hello World What is @earlybird? YouTube: In The Know Homepage: YouTube Promoted Videos Overview: YouTube Promoted Video StumbleUpon Advertising: Informational Video


Note: Twitter Advertising is currently only available to select partners but has plans to extend its offerings in the near future. You can, however, share any special offers and deals with the @earlybird team with an @reply of your suggestion.

http://advertising.microsoft.com/WWDocs/User/en-us/ForAdvertisers/SEARCH_MSA_Pitch_Deck_SMB-Agency_072710.pptx



http://www.google.com/ads/adwords2/

http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/adwords/pdf/hc/growing_adwords_en.pdf



http://www.facebook.com/adsmarketing/



http://www.loganthompson.me/affiliate-tips/facebook-advertising-tips-resources/

https://event.on24.com/eventRegistration/EventLobbyServlet?target=registration.jsp&eventid=161339&sessionid=1&key=84D06E13670146576A0F8C8FD17B6E60&sourcepage=register



http://about.digg.com/ads

http://about.digg.com/ads

http://about.digg.com/ads/contact

http://about.digg.com/ads/contact

http://blog.twitter.com/2010/04/hello-world.html

http://blog.twitter.com/2010/04/hello-world.html

http://support.twitter.com/groups/31-twitter-basics/topics/111-features/articles/208505-what-is-earlybird



http://www.gstatic.com/youtube/engagement/platform/autoplay/advertise/downloads/YouTube_InTheKnow.pdf


https://ads.youtube.com/pdf/YouTube-Promoted-Videos.pdf

https://ads.youtube.com/pdf/YouTube-Promoted-Videos.pdf

https://www.stumbleupon.com/ads/tour/

social and search advertising

Documents

unique selling

keywords include

action direct

suggestionsmatch

special offers

easily develop

strong call

hand side