Training Guide
Table of Contents Ad Reps & Advertisers SEO Local Listings
SEM | Pay Per Click Call Tracking Display Targeting Native Social Media Twitter Linked In Google +
Pinterest You Tube Instagram
Facebook Spotify Email Marketing Video Advertising Websites Portal
RFP’s Insertion Orders Programmatic Calculator
Ad Reps & Advertisers Advertisers really like Digital Advertising... Advertising Reps call on businesses using many forms of communication: Phone, Walk-Ins, Email, Mailings However, Advertisers are talking to less & less Advertising Reps. Instead, they are handling a lot of their advertising needs themselves. Bothered.
Email is Easier.
Going Direct & Doing it themselves.
Sales Reps are calling an average of 25 calls a month. In 2015, the average was 15.
81% of Advertisers prefer communicating via Email. Only 17% prefer a phone call.
75% of Advertisers purchase social media. 44% are buying Search Advertising.
Facebook Works.
They Need Help.
62% of Advertisers buy Facebook Ads, which is up 33% from last year. 90% feel they are effective.
59% want to make big changes to their website, 77% purchase Digital Support Services.
SEO
Search Engine Optimization
What is SEO? The process of improving the volume and quality of traffic to a website from search engines via search results. It aims to improve rankings for relevant keywords in search results.
What are the Benefits of SEO?
Search Engines are the biggest resources of your website traffic.
Higher traffic means more visitors, and more visitors means more customers!
On Page SEO
What can be done on the pages of a website to maximize is performance in the search engines for target keywords related to on-page content Title Tags
SEO can improve rankings for relevant keywords in search results.
Meta Tags
It is cost effective and it works.
Header
SEO can put you ahead of your competitors.
Internal Linking
ALT Tags
(H1, H2 Tags)
URL Structure
Relevant Key-
words near your inbound link
Content
Keyword Density
Site Maps
Off Page SEO What can be done off the website to maximize its performance in search engines for target keywords related to the on page content
SEO
Search Engine Submission
Social Bookmarking Submission
Article Submission
Press Release Submission
Blog Creation & Posting
Forums and Comment posting
Local Business Listings What are local business listings? These are listings found on Search Engines, in the search results, for local searches. With so many places for people to find a business, it is important to make sure that not only are you listed but that the listing information matches what you want the consumer to see.
Why are Local Business Listings Beneficial?
If your business is local—Local Business Listings are what is going to help those potential local customers find you
They are simple & easy to manage
It is a great way to get ahead of your competitors, especially if your competitors do not yet have local listings for their business.
Local Business Listings are a good way to reach a lot of people around your business, without much effort. Are you listed? Are you listed at the top? Are your address, phone number, and hours correct?
SEM | Pay Per Click What is SEM? (Search Engine Marketing) The process of gaining traffic through purchasing ads on search engine platforms. SEM may also be referred to as Pay Per Click. SEM campaigns appear to internet users on search engines when they search topics or products that are relevant to your business. By utilizing this tool, you will save money by only paying when a user clicks your ad to visit your website or call your business.
How can SEM/Pay Per Click ads help my business?
Target the right audience. Your business ads display only when users are searching for specific things you offer. Your ads will appear for the right people, at just the right time
Expand your reach by targeting your ads to certain regions, cities, or countries. You can even set ads to display within a certain perimeter of your business
Attract more customers by bringing in new visitors, anticipated phone calls, and growing your online sales at the click of a button.
Control your costs. Unlike many other forms of advertising, you are able to start and stop running your business ads at any time.
Ads can appear next to or above relevant search results.
SEM | Pay Per Click
Page 2
Account
SEM is the fastest way to drive instant, targeted traffic to your website!
Furniture Store Campaign
Campaign
Tables
Tables
Ad Group
Ad Group
Ad Group
Ad Group
Coffee Tables
Dining Tables
Sofa Beds
King Sized Beds
Ads
Ads
Ads
Ads
Ad 1 Ad 2
Ad 1 Ad 2
Ad 1 Ad 2
Ad 1 Ad 2
Preparation:
Campaign Management:
Define what parameters will make the campaign successful. Analyze the competition. Determine the budget. Define the Geographical Target. Analyze website structure & content. Determine the campaign timeline.
Development:
Set up Account with Google AdWords, Yahoo, Bing. Determine the Ad Groups by researching effective keywords. Decide if there is a need for Negative Keywords. Determine the bidding strategy. Create the Ad Text Campaign Extension Placement.
Manage daily Bids Manage daily Budget. Manage daily Quality Score. Review Ad Copy and make adjustments where needed Review Geographical Target and make adjustments as needed Analysis Report of Search Terms Add additional Keywords and make adjustments as needed Add or adjust Negative Keywords
Call Tracking What is Call Tracking? Do you want to know which of your campaigns is performing the best? With call tracking, we can apply multiple phone numbers to your ad campaigns. This will signify which one is giving you the best ROI. Call Tracking is only used for Pay Per Click Campaigns
What are the benefits of Call Tracking?
Helps businesses to find the most effective ad.
Gives a clear understanding of the ROI.
Listen to calls made for quality assurance
It directs calls to the right person in the office
Determines what hours of the day are the peak calling hours for your business.
Who is calling?
Since call tracking is able to track demographics, it can give businesses a clear understanding of WHO their customers are.
How did they find us?
How Does It Work? 111-222-3333 123-123-1233 321-321-3211 444-444-4444 123.456.7890 333.222.1111 555.444.6666
321-321-3211
321-321-3211
Ad Placements
Number Pool
Landing Pages
Reports & Insights
A consumer clicks or views an advertisement on their desktop or mobile device.
A call tracking line is selected from a pool of numbers and assigned to the consumer. The number acts as a cookie or unique ID that links the consumer to a viewing session
The number is displayed on a landing page, and when called, ties the call to the keyword, session, or impression that drove the consumer to take action.
The data can be viewed in real time in the Marchex Call Analytics UI or through the API in integrated reports.
Display What is Display Advertising?
Run your ads across millions of websites, matching the best audience to your business. Ads are delivered to the right audience through targeting. Display advertising can be done with either a GCPM or Programmatic campaign.
What are the benefits? There are various types of display ads— text, image, interactive, video It helps with branding Targeting tactics help to display ads to the right audience Retargeting will follow potential customers after they leave the site It can be tracked!
Preparation & Development
Define the campaign goal
Define the budget
Define the flight parameters:
Define the audience:
Define the placements:
Define Geographical Target
GCPM Display What is GCPM Display?
GCPM means Guaranteed Cost Per Thousand. It is a Display marketing campaign that is strictly dollars for Impressions.
How does GCPM Display work?
Before the campaign starts, a specific number of impressions for an ad or ads will be purchased.
What are the benefits?
Easy to reach a large, diverse audience
CTR, CPM, video completion
Dates, page position, day parting, frequency Behavior/ Demographic Targeting Content Targeting
Management
Monitor campaign pace towards the budget and goal
Monitor delivery toward goal in terms of behavioral targeting. Add or remove when necessary to increase performance
Programmatic Display What is Programmatic?
A Display marketing campaign that is Tactic-Based. There is no Guaranteed CPM with impressions, but always an estimate.
How does Programmatic work?
The campaign will be monitored the entire time it is running. If one ad is running stronger than the other, dollars are automatically shifted.
What are the benefits?
Programmatic can also include video, Facebook, and mobile-only. Also, there are more targets working in conjunction with each other, to expand your display reach to qualified customers!
Targeting What is Targeting? Delivering ads to consumers based on demographics, psychographics, behavior, etc. Targeting tactics can be done to GCPM , Programmatic , or both. Run of Network Category Topic Demographic Behavioral (Interest)
Contextual In-App Job Title Advanced Audience Temperature
Run of Network (RON):
Programmatic; GCPM A campaign uses a wide array of websites, and only specifies the Geographical Target. Example: San Francisco, California.
Category Topic Targeting:
Programmatic; GCPM Target ads on websites of relevant subjects. This is based on the websites, not on the audience. Example: A workout equipment company advertises on fitness websites.
Demographic Targeting:
Programmatic; GCPM Target ads based on Age & Gender. Example: Females, ages 18-24.
Behavioral (Interest) Targeting:
Programmatic; GCPM Target those whose online behaviors show they share a relevant interest with the ad. The website doesn’t have to be relevant. Example: A workout equipment company advertises to people who often visit fitness website.
Contextual Targeting:
Programmatic; GCPM Targets ads on sites related to your keywords. Connects with interested consumers at the exact moment they are actively engaged. Example: A shoe company’s ads are displayed when consumers are on websites that sell shoes
Premium News Hyper Local Retargeting :
Search Retargeting Website Retargeting Facebook Retargeting
IP Targeting:
Cluster IP Campus IP B2B IP Mobile Device IP Reverse Append IP Match Back IP
In-App Targeting:
GCPM; Smartphone only Displays ads within apps that consumers use. Example: Ad displays inside Words with Friends.
Job Title Targeting
GCPM; Targets ads to job titles, university attended, certifications, etc. Example: Ad displays to all plumbers in Ohio
Advanced Audience Targeting:
Programmatic; GCPM A combination of data is used to target a specific audience—gender, household income, education level, relationship status. Example: A dating website targets ads to those who are not in a relationship.
Temperature Targeting:
Programmatic Targets ads to the weather temperature. Example: Snow removal ad only when the weather is below 32 degrees.
Premium News Network Targeting: Programmatic; GCPM Targets ads on the top news sites. Example: CNN.
Hyper Local Targeting: Programmatic; GCPM; Smartphone only
Pinpoints target audience within a specific area Example: Target females with smartphone location on within a 10 mile radius of the mall.
Retargeting What is Retargeting?
A Targeting tactic that can bring “window shoppers” back to your site when they are ready to buy.
What are the benefits?
Retargeting helps to send the RIGHT ads to the RIGHT people at just the RIGHT time!
It helps to generate more leads
Leads people back to the items that they had in the shopping cart on your website
There is a really strong ROI with retargeting
Website: Programmatic; GCPM
A potential customer leaves your site without making a purchase. Later, when they surf the web, an ad for your business pops up. Search: Programmatic; GCPM When a consumer searches for a particular keyword that is directly relevant to your business, they are continually shown your business’ ads. Facebook: Programmatic; GCPM A consumer visits your website, without making a purchase. Later, the items they looked at on your site are displayed on their Facebook page.
IP Targeting What is IP Targeting?
IP Targeting uses a computer’s IP address to deliver ads to users on websites. IP Targeting was initially developed as a follow up to direct mail campaigns however today it is used as a stand alone product capable of reaching all the IP addresses inside a specific location even on a college campus
What are the benefits?
If a list of physical addresses is provided, the corresponding IP addresses can be located. The success rate of matching physical addresses to IP addresses is 50%-70% Popular places that ads can appear are Google, MSN, Facebook, and Yahoo! Click-through rates are higher than an average campaign No cookies are involved
Example:
If a business has physical addresses from past customers, their IP addresses can be located, and display ads can be targeted right to them while they are surfing the web.
In-Home IP Targeting: GCPM
Targets ads based on specific households Cluster IP Targeting: Programmatic; GCPM Targets ads to the right people by searching public records
Campus IP Targeting: GCPM
Target everyone around a college campus.
B2B IP Targeting: GCPM
Targets ads to businesses during work hours
Mobile Device: GCPM
Target mobile phones when location is on
Reverse Append: GCPM
Tracks daily traffic to a business’ website, and tracks back the IP addresses of the traffic.
Native Advertising What is Native Display Advertising?
Native advertising is paid digital advertising in which the ads appear within the content on websites. This allows for the consumer to view your ad, without taking their eyes off of what they are doing.
What are the benefits?
Native ads have guaranteed viewability. The more consumers that view your ad, the higher the ROI you are going to have. Native ads are GREAT for branding. There are over 3 billion + monthly impressions available across 270 million websites The ads are responsive—and can be seen on any device By clicking the ad, the consumer will be taken straight to a landing page
What is Native VIDEO Advertising? Native video advertising is a video that is embedded within a feed or article. The video itself is the advertisement, and is not a “forced” unskippable pre-roll video to the actual video the consumer wants to view.
Why Native Video? Native video ads are voluntary, not forced, so the consumer only views they video if they are interested. Though the investment may seem larger at first, the ROI is higher for Native videos. The video will start playing automatically, but will play in silence until the consumer engages. Your video should have a clear message to uplift user engagement!
Social Media What about it?
A solid online social media presence builds relationships, authority, and confidence, which in turn creates loyalty.
What are the Benefits?
Creates awareness Spreads your message Creates connections, which cultivates relationships Engagement Generates exposures! Generates opportunity! Generates sales! Can serve as a customer service tool
Social Media Marketing is a great tool for Branding your business!
Preparation: Define online brand image. Develop focus, position, priorities & tactics. Strategy development including annual goals and objectives.
Development: Creation of content plan and timeline. Creation of key messaging content ideas. Creation of call-to-action. Set-up social media channels.
Campaign Management: Management & execution of daily content and responses on social media channels Conduct ongoing research for fresh and interesting content. Analytical reporting and assistance with setting up free monitoring tools. Assistance with crisis management tools.
Social Media Create Objective-Based Campaigns
Twitter Ads objective based campaigns are designed to help you achieve results that drive action and add value to your business. Create campaigns tailored for a variety of business goals, from driving website traffic to increasing brand awareness.
Reach the right People
Twitter’s robust targeting capabilities help you get in front of people who are interested in your business. Whether you want to reach a niche group or connect with a global audience, we offer a variety of targeting options to help you connect with the right people.
Analyze your Performance
Track your impressions, results, and cost-per result across all your different campaign objectives.
Pick a Pin
Promote your best Pins so they appear in the most relevant places.
Decide who sees it
Set up targeting so the right people see your Promoted Pin.
Pay for results
Choose to pay for engagement or visits to your site.
Track what’s working
Once your campaign starts, see how it ’s doing and make changes.
Social Media Sponsored Content
Boost your content to the world’s largest professional audience
Sponsored InMail
Reach your target audience with valuable content , right in their LinkedIn Inboxes
Dynamic Ads
Grab attention with dynamically generated personalized display ads
Display Ads
Display campaigns drive brand awareness and keep you on prospect’s minds.
Text Ads
Drive high-quality leads within the budget you choose
Select your video
Select a video you already have, or we can design one for you.
Customize your ad settings
Set a daily budget ,then target the right customers for your business based on age, gender, interests, and location.
Launch your ad
Start reaching customers on YouTube!
Social Media Your Business on Google+
Having your business on Google+ will help with your Google rank, and increase your odds of getting users from Organic searches. You can also write all about your business on your Google+ profile.
Link Google+ to your other profiles
Link your Google+ profile to all your social media pages
Your Circle
You can find people to add to your circle, and then easily share content with them!
Once you reach 1000+
Once your profile has 1000 users, you can make ads that will be shared with all of Google, not just you followers!
Passionate Community
Instagram has grown into a global community of more than 400 million accounts that share 80 million photos and videos each day.
Creative Content
People come to Instagram for visual inspiration and the simple design allows captivating visuals to take center stage.
Visual Language
Advertising on Instagram has the power to move people — inspiring them to see a business differently or take action.
Instagram is owned by Facebook. All advertising for Instagram is set up through Facebook.
Facebook What is so great about Facebook?
Facebook gives Business Pages the opportunity to targeting ads to the correct audience based on things such as age, location, and interests. Facebook can drive users to view and like your page, get directions to your business, download your app, view your videos, register for an event, click through to your website, and more!
What are the Benefits? You can reach your target audience Page likes can build your audience Facebook brings people straight to your website You can easily make people aware of a special event your business is having. Video ads help people to engage
Where do Facebook ads appear? Right Column Ad
Appears on the right side of Facebook next to Home or News Feed.
News Feed Ad
Appears within the News Feed on both desktop and mobile
Mobile Ad
Appears in the Mobile App News Feed
Instagram ads can now be purchased and managed through Facebook
Mobile Apps
Reach people on Facebook’s extended app network
Because Facebook Ads are placed in the stream of information that people view on Facebook, they are more likely to see your ads and take action!
Types of Facebook Advertising: Page Likes Clicks to Website Event Responses Video Views
Local Awareness Slideshows Carousel Ads Lead Ads
Facebook Page Likes
Build your Page audience by getting more Page Likes. It’s a great way to connect with new customers and learn more about your audience
Clicks to Website
Targeting on Facebook Location:
City, State, Zip, or within mile radius.
Demographics: Age & Gender.
Interests:
Interests, Hobbies, Pages people “like” on Facebook.
Behaviors:
Purchase behaviors, device usage, and other activities.
Connections:
Reach people who are connected to your page, event, app, & their friends.
Custom Audiences:
Create audiences based on your own customer data, including emails, phone numbers, or User IDs.
Bring more people to your website from Facebook. When people click your ad, you can send them to any page on your website—including your online store.
Event Responses
Let people know about your special event with a Facebook ad. When people see it, they can join and they even will be added to their Facebook calendar. They’ll also get reminders for the event, and you can keep track of how many people responded.
Video Views
Create engaging ads that feature your videos and tell your story. Your audiences can view your video ads in News Feed on desktop and mobile devices.
Local Awareness
Easily reach people in the area around your business. Just start with your business address and the area you want to reach, and we’ll show your ad to as many people on Facebook as possible within the selected area.
Slideshows
Bring your business to life without the restrictions of full video. These lightweight video ads ensure that people all over the world can view your brand’s story on almost any internet -connected device.
Carousel Ads
Advertise multiple products, services or promotions without having to create multiple ads. The carousel format offers flexibility and multiple creative options — while also lowering your cost per click.
Lead Ads
With lead ads, potential customers can sign up for what you're offering, and you'll get accurate contact info to follow up with them.
Spotify What is Spotify?
Spotify has music, podcasts, and videos that can be streamed. It is the world’s largest supply source for audio inventory, to bring you programmatic audio. Target specific audiences listening to playlists and genres to ensure your message reaches them during that ideal moment.
What are the benefits?
Spotify allows you to target your listener and only deliver as they are listening as opposed to a spot ad.
The demo for Spotify runs 18-35 and ads are served to premium and non-premium members
Metrics show how many times the ad was heard over the given period and can include a companion display ad as well to non premium members.
Spotify has over 100 million total users!
Email Marketing What is Email Marketing? Email marketing is a way to send direct, promotional emails in order to obtain new business and persuade existing customers to buy again.
Tell me more… Email marketing sends emails designed to encourage customer loyalty and enhance the customer relationship. Either the business can provide the email list, or we can. If we provide the list, it we will provide one targeted towards the geographical, behavioral, and demographic needs of the business.
Our email list database is one of the largest on the market today, containing information on more than 150 million consumers & 15 million businesses.
The Email Campaign
Preparation
Choose the campaign targets: Geographical Behavioral Demographic OR the business provides the list
Development
Establish Campaign Details: Subject line Sender name Email body creative
Management
We can tell you... How many emails were sent. How many emails were opened. The number of email interactions.
Test email is sent Establish the time the email campaign will be sent: Time of day & day of the week Reporting: Total emails sent and opened Total email interactions
Video Advertising What is Video Advertising?
Online display videos are run across websites and, through targeting, can be delivered to your business’ target audience. Video ads give the viewers the control and choice what videos they want to watch.
What are the benefits? You can reach your ideal customer. Design the video content to the interests of the audience. You can build a following by driving shares, and creating opportunities to communicate with your customers. Videos can improve awareness, which will increase conversion rate. You only pay when people watch. You can tell your story Your video will display on all smart devices– PC’s, Tablets, and Phones! You can monitor how many times your video is shared and how much site traffic you receive
Preparation & Development
Define the goal
Define the budget
Define the flight parameters
Define the audience
Define the placements
Define the geographical target
Dates, page position, frequency capping
Campaign Management
Monitor campaign pace toward budget and goal
Monitor delivery toward goal in terms of targeting and placements. Add or remove when necessary to increase performance.
Monitor delivery toward goal in terms of flight parameters, add or remove when necessary to increase performance.
Video Advertising allows you to visually entertain your potential customers!
Website
Development & Design
What is it? The interactive process with the client to create a website that accurately reflects their business—aesthetically and functionally—maximizing the goal.
The Process
3. Client Reviews Design After making any needed changes, the
1. Initial Design Meeting Assess needs, analyze the business, and de-
termine the purpose of the site.
Establish functions of the site.
site is approved and the development phase will begin.
4. Development Phase Begins The website is coded and all of the
moving parts are created.
Gather Website Assets and request
reference sites from client.
The Dev Site is delivered to the client
(Not available to the public at this time).
2. Design Phase Begins
5. Client Reviews Development
Synthesize gathered information into
a web design that will maximize the goal in a website that accurately reflects the business.
Client verifies that the information is
properly laid out, and that the website is accurately functioning.
This is a mock up—a JPEG of what
6. Site goes LIVE!
the site will look like.
The site is available to the public and is
placed under the client’s domain name.
What are the benefits of having a quality website?
Consistent Brand Identity
Great first impression to new visitors
Better Search Engine Ranking
Stand out from competitors
Less spending later on
A good design allows for a better showcase and ultimately more sales
The Portal
The Portal will assist you with:
RFP’s (Request for Proposal) Insertion Order Programmatic Calculator Help answer your questions!
The Portal RFP’s
Insertion Orders
Programmatic Calculator