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"Connecting your Brand with Customers Using Digital Advertising Platfoms" by Brad Heagle. Presented at Cazarin Interactive's 2nd annual Cazarinfest (2014). www.cazarin.com
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CONNECTING YOUR BRAND WITH CUSTOMERS
USING DIGITAL ADVERTISING PLATFORMS
B R A D H E A G L E
INTRODUCTION
Reach: Make use of channels to spread the word about your brand.
Connect: Match what you do with your audience’s needs and interests.
Engage: Convert audience to customers.
INTRODUCTION
WHY DIGITAL AD PLATFORMS?
• Measurable
• Targeted
• Fast
• Cost Effective
HOW TO CONNECT
• Sales funnel as we’ve known it is changing.
• Need to meet customers where they’re currently at in the sales process and build the relationship.
• The right message to the right market through the right medium.
START WITH GOALS
• Leads?
• Sales?
• Build Audience?
REACH OF GOOGLE
• 12 billion monthly searches
• 1.17 billion unique searchers
• Over 2 million websites in Google’s Display Network
TYPES OF GOOGLE ADS
• Search
• Display
• Remarketing
GOOGLE ADWORDS - SEARCH
GOOGLE ADWORDS - SEARCH
• Text Ads only
• Cost per click (based upon auction)
• Optional site extensions
GOOGLE ADWORDS - DISPLAY
GOOGLE ADWORDS - DISPLAY
• Text, image, and video ads
• Cost per click or Cost per impression
• Targeting– Contextual
– Placements
– Interests
GOOGLE ADWORDS - REMARKETING
GOOGLE ADWORDS - REMARKETING
GOOGLE ADWORDS - REMARKETING
• Create audiences based on visits to your website
• Can set frequency and time period
• Ads appear throughout Display Network
REACH OF FACEBOOK
• 1.3 billion monthly active users
• 829 million daily active users
• 152 million daily active users in US & Canada
• Average user spends 21 minutes per day
REACH OF FACEBOOK
TYPES OF FACEBOOK ADS
• Build Audience
• Promote Content
• Website Visitors
BUILD AUDIENCE
PROMOTE CONTENT
WEBSITE VISITORS
TARGETING
• Demographics
– Age
– Gender
– Geo-targeting
• Psychographics
– Interest
– Behaviors
• Custom Audiences
• Retargeting
• 255 million monthly active users
• 78% of users on mobile
• Promoted Tweets, Building Followers, Website Promotion
• Targeting Trends
• 40 million monthly active users
• 80% Female
• Promoted Pins (Waiting List)
• 200 million monthly active users
• Focusing on Pictures and Video
• Rising among younger demographic
• Ad platform – slowly introducing
CONCLUSION
• Define Goals
• Connect ads with the right message, to the right market, through the right medium
• Test, Measure, Refine