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

TWITTER

• 255 million monthly active users

• 78% of users on mobile

• Promoted Tweets, Building Followers, Website Promotion

• Targeting Trends

PINTEREST

• 40 million monthly active users

• 80% Female

• Promoted Pins (Waiting List)

INSTAGRAM

• 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