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Online Advertising




(Thanks to Andrew Bleeker for some of this great content)
What We’ll Cover

•   Advantages
•   Objectives
•   Glossary
•   Types of Advertising
•   Step-By-Step Guide
Advantages of Online Advertising

• Adaptability

• Accountability

• Targeting

• Interactivity

• Efficiency

• Rapid Response       Screenshot from http://www.leftyblogs.com
Objectives
• List-building/offline action
   – Empower supporters and
      provide a way to take action

• Rapid response
   – Respond to breaking news

• Messaging & persuasion
  – Provide compelling and
    interesting content
  – Move a message                   Video ad unit
Glossary of Terms
 • Cost Per Click (CPC) / Pay Per Click (PPC)
   – Advertisers only pay when a user clicks the ad
     and is directed to the website
   – Useful when user destination is most important

 • Cost Per Mille (CPM) / Cost Per Impression (CPI)
   – Advertisers pay for exposure (view) of their
     message to a specific audience
   – Per Mille means per thousand impressions (or
     number of times an ad loads on the page)
   – Useful when user education is most important
Types of Advertising

 • Search / contextual

 • Social networks & blogs

 • Banner ad networks

 • Individual site placements
Search / Contextual
•   Advantages                       •   Disadvantages
     – Can target people who              – Generally low-impact
       are interested in the              – Hard to scale because
       material                             only so many people are
     – Pay only on an efficient             searching for any term
       “cost per click” basis             – Largely driven by news
     – Generally low-risk                   cycles and earned
     – Set what you are willing to          media, so pay-off is hard
       pay by bidding                       to predict
                                          – Hard to do well without
                                            being time-intensive
Search / Contextual Example

                                   Paid search results based
                                   on keyword.




   Organic search results. Can’t
   pay for a higher ranking.
Social Networks & Blogs
 •   Advantages                   •   Disadvantages
      – Large pools of like-           – Sensitivity of political
        minded supporters                blogs
      – Good way to join the           – Low scalability
        conversation and get           – Poor ad units
        earned media                   – Limited geo-targeting
      – Potential for viral or
        exponential spread
      – Advanced targeting
        abilities
      – In some cases, can also
        pay on a cost per click
        basis
Social Networks & Blogs Example
Banner Ad Networks
•   Advantages                 •   Disadvantages
     – High reach                   – Limited control over
     – Pay only on a very             placements
       efficient performance        – Less valuable real estate
       metric                       – Potential for showing up
     – Extensive targeting            on the wrong site
       abilities                    – Requires significant
                                      investment
                                    – Non-guaranteed
                                      inventory
Banner Ad Network Ordering Example

         Liberal Blog
Advertising Network
     http://web.blogads.com
Individual Site Placements
 •   Advantages                   •   Disadvantages
      – Target specific content        – Exclusively sold on a cost
        and placements                   per mille basis
      – Guaranteed inventory           – Generally more
      – Control your share of            expensive
        voice (SOV)                    – Generally lower
      – Allows for advanced              response rates
        targeting: ad                  – Varying minimum buy
        sequencing, frequency            requirements
        capping, etc.                  – Requires contracting
                                         directly with each
                                         publisher
                                       – No longer self-serve
Site Example
Getting Started

 1. Create a Plan

 2. Identify the Platforms & Targets

 3. Set a Budget

 4. Write/Design the Ads

 5. Track & Optimize
1. Create a Plan
• What are your goals? Who’s your audience?

• What do you want to communicate? What’s your
  message?

• What’s your ultimate objective? How will you know if you’re
  successful?

• Create a calendar and incorporate/identify
   – All ad buys/advertising
   – Messaging campaigns (volunteering, fundraising, email
     blasts)
   – Important dates and key milestones
2. Identify the Platforms & Targets

 • Platforms
    – Google Adwords
    – Facebook Ads
    – MySpace Ads

 • Targets
    – Location
    – Demographics
    – Keywords
    – Specific dates
3. Create a Budget

• How much money do you have to spend?

• What’s the timeline for your campaign?

• Do you want to allocate more money around your
  important dates?

• How much are you going to spend on each
  advertising platform?
4. Write/Design the Ads

• Include a clear call to action
  (one “ask”)

• Keep it simple

• Create “daisy chain”

• For text ads: use the keyword in
  the headline if possible

• For graphic ads: stay consistent
  with your style (brand)
5. Track & Optimize

 • Monitor your initiatives and
   track the progress against
   your goals

 • Use an analytics tool or Excel
   spreadsheet

 • Change graphics, landing
   pages, keywords,
   demographics, or the ad
   buy as needed
5. Track & Optimize

 • Don’t be afraid to try new things

 • Some metrics to track:
    – Impression rate
    – Click-through rate (CTR)
    – Interaction rate or Dwell rate
        • Spending time on an ad, including: mouse-
          overs, user-initiated video, and other user-
          initiated interaction
Contact Info

New Organizing Institute
(202) 558-5585
info@neworganizing.com
www.neworganizing.com
www.twitter.com/neworganizing

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Presentation online-advertising-toolbox

  • 1. Online Advertising (Thanks to Andrew Bleeker for some of this great content)
  • 2. What We’ll Cover • Advantages • Objectives • Glossary • Types of Advertising • Step-By-Step Guide
  • 3. Advantages of Online Advertising • Adaptability • Accountability • Targeting • Interactivity • Efficiency • Rapid Response Screenshot from http://www.leftyblogs.com
  • 4. Objectives • List-building/offline action – Empower supporters and provide a way to take action • Rapid response – Respond to breaking news • Messaging & persuasion – Provide compelling and interesting content – Move a message Video ad unit
  • 5. Glossary of Terms • Cost Per Click (CPC) / Pay Per Click (PPC) – Advertisers only pay when a user clicks the ad and is directed to the website – Useful when user destination is most important • Cost Per Mille (CPM) / Cost Per Impression (CPI) – Advertisers pay for exposure (view) of their message to a specific audience – Per Mille means per thousand impressions (or number of times an ad loads on the page) – Useful when user education is most important
  • 6. Types of Advertising • Search / contextual • Social networks & blogs • Banner ad networks • Individual site placements
  • 7. Search / Contextual • Advantages • Disadvantages – Can target people who – Generally low-impact are interested in the – Hard to scale because material only so many people are – Pay only on an efficient searching for any term “cost per click” basis – Largely driven by news – Generally low-risk cycles and earned – Set what you are willing to media, so pay-off is hard pay by bidding to predict – Hard to do well without being time-intensive
  • 8. Search / Contextual Example Paid search results based on keyword. Organic search results. Can’t pay for a higher ranking.
  • 9. Social Networks & Blogs • Advantages • Disadvantages – Large pools of like- – Sensitivity of political minded supporters blogs – Good way to join the – Low scalability conversation and get – Poor ad units earned media – Limited geo-targeting – Potential for viral or exponential spread – Advanced targeting abilities – In some cases, can also pay on a cost per click basis
  • 10. Social Networks & Blogs Example
  • 11. Banner Ad Networks • Advantages • Disadvantages – High reach – Limited control over – Pay only on a very placements efficient performance – Less valuable real estate metric – Potential for showing up – Extensive targeting on the wrong site abilities – Requires significant investment – Non-guaranteed inventory
  • 12. Banner Ad Network Ordering Example Liberal Blog Advertising Network http://web.blogads.com
  • 13. Individual Site Placements • Advantages • Disadvantages – Target specific content – Exclusively sold on a cost and placements per mille basis – Guaranteed inventory – Generally more – Control your share of expensive voice (SOV) – Generally lower – Allows for advanced response rates targeting: ad – Varying minimum buy sequencing, frequency requirements capping, etc. – Requires contracting directly with each publisher – No longer self-serve
  • 15. Getting Started 1. Create a Plan 2. Identify the Platforms & Targets 3. Set a Budget 4. Write/Design the Ads 5. Track & Optimize
  • 16. 1. Create a Plan • What are your goals? Who’s your audience? • What do you want to communicate? What’s your message? • What’s your ultimate objective? How will you know if you’re successful? • Create a calendar and incorporate/identify – All ad buys/advertising – Messaging campaigns (volunteering, fundraising, email blasts) – Important dates and key milestones
  • 17. 2. Identify the Platforms & Targets • Platforms – Google Adwords – Facebook Ads – MySpace Ads • Targets – Location – Demographics – Keywords – Specific dates
  • 18. 3. Create a Budget • How much money do you have to spend? • What’s the timeline for your campaign? • Do you want to allocate more money around your important dates? • How much are you going to spend on each advertising platform?
  • 19. 4. Write/Design the Ads • Include a clear call to action (one “ask”) • Keep it simple • Create “daisy chain” • For text ads: use the keyword in the headline if possible • For graphic ads: stay consistent with your style (brand)
  • 20. 5. Track & Optimize • Monitor your initiatives and track the progress against your goals • Use an analytics tool or Excel spreadsheet • Change graphics, landing pages, keywords, demographics, or the ad buy as needed
  • 21. 5. Track & Optimize • Don’t be afraid to try new things • Some metrics to track: – Impression rate – Click-through rate (CTR) – Interaction rate or Dwell rate • Spending time on an ad, including: mouse- overs, user-initiated video, and other user- initiated interaction
  • 22. Contact Info New Organizing Institute (202) 558-5585 info@neworganizing.com www.neworganizing.com www.twitter.com/neworganizing