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3.31.16|Webinar
DigitalAdvertising:AskUsAnythingPRESENTERSGinaPattersonMichelleRhatiganJohnStaakHayleyWarack
THEPRESENTERS
GinaPattersonDigitalStrategist
MichelleRhatiganDigitalStrategist
JohnStaakDigitalStrategist
HayleyWarackVicePresidentofDigitalStrategy
HOWDOESDIGITALADVERTISINGCOMPARETOTRADITIONALMARKETING?
Getdatainreal-timetomakesmartermarketingdecisions
• 87%ofadults18-29useFacebook
• LevelofFacebookusebyeducation level:• 74%ofcollege gradsuseFacebook• 71%ofuserswith‘somecollege’ useFacebook• 70%ofhighschoolgradsuseFacebook
Mobile useincreased 23%from2014-15(1.3Billion currentusers)
sproutsocial.com,wsi.com
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
• 37%ofadults18-29useTwitter
• Twitterusebyeducation level:• 30%havegraduatedcollege• 24%havesomecollege experience• 16%arehighschoolgradorless
• 86%oftimeonTwitter isspentonmobile device
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
sproutsocial.com,wsi.com
LinkedInusersbyage:• 30-49– 31%• 50-54– 30%• 18-29– 23%
LevelofLinkedInusebyeducation level:• 50%havegraduatedcollege• 22%havesomecollege experience• 12%arehighschoolgradorless
• 74%oftimeonLinkedIn isspentondesktop
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
sproutsocial.com,wsi.com
• 53%ofusersare18-29yearsold
• 23%ofusersarehighschoolgradsoryounger(7.4million)
• 24%ofusersarecollege graduates(7.7million)
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
sproutsocial.com,
ActiveUsersbyPlatformWorldwide(InMillions)
1,550
400
320
100
- 500 1,000 1,500 2,000
SOCIALMEDIACHANNELS:POPULARITYANDTRENDS?
statistca.com
KeywordMatchTypes
mastersineducation
mastersin+education
“mastersineducation”
[mastersineducation]
GOOGLEADWORDS:3BASICTHINGSTOKNOW?
AdExtensions
SitelinksandCallExtensions
StructuredSnippets
CalloutExtensions
GOOGLEADWORDS:3BASICTHINGSTOKNOW?
Companiesknownforvaluableleads
ServeadsbasedoncompanyIPaddress
LandingPage
Leadsgenerated
PublicPolicy
Program
ISIPADDRESSTARGETINGAGOODBETIFYOUDON'TKNOWWHO'SVIEWINGYOURADS?
NegativeKeywords
Long-TailKeywords
TightGeographicalTargeting
SearchEngineMarketing
BESTBANGFORMYBUCK?
LeadGeneration
CostperLead
ConversionRate
LeadtoEnrollment
Rate
Engagement
Click-ThroughRate
SessionDuration(GA)
SocialEngagement(Likes,Comments,Retweets,etc.)
CompetitiveMetrics
ImpressionShare
Cost-perClick
Averageposition
WHATTYPEOFDATASHOULDIBETRACKING?
Google Tag Assistant
Ghostery
Facebook Pixel Helper
TOOLSTOKEEPTRACKANDMONITOR CODESPLACEDONOURWEBSITE?
OngoingA/Btesting
Itemstotest:FormPlacement|Headline|CTACopy|Content|Layout|Imagery|Colors
BESTPRACTICESFORLANDING PAGES?
CONVERGERESOURCES
Blogs• HowtoSpreadBrandAwarenesswith
GmailSponsoredPromotions• HowtoSetupBingRemarketing Ads• NicheProgramsandSEM:ALoveStory• DigitalAdvertising intheEnrollment
Journey
#FACs• HowtoImproveYourAd’sQualityScore• SharingEngagingContentonFacebook• UsingDigitalAdvertisingforRecruitment• HowtoCreateanInstagram Ad• 5TipsforGettingtheMostOutofYour
TwitterAdvertising