Digital Marketing Workshop Syllabus
(Download word Copy Digital_Marketing_Workshop_3rd_Ward_Week_1)
Google Adwords, Display and Facebook Ads
Instructor: Eric Morrow
Watch this video – http://www.youtube.com/watch?feature=player_embedded&v=Ug4C2qEi3Pw
Register for a Facebook and Google Account (most probably have one)
Choose a landing page – a destination for your paid traffic
Choose an image to be included with Facebook advertising
What’s the point of paying for web traffic? Isn’t it supposed to be free?
How many of you are already using digital advertising?
What’s the difference between search and display?
What’s the difference between Google Adwords, Google Display and Facebook Ads?
II. Using Digital Advertising
Deliver targeted, relevant ads to a particular searcher and demographic in order to bring the searcher to your website/landing page
b. Key terminology
Ad copy – Title/Body/URL
c. First step regardless of platform
What are you selling? Who is your customer?
The more carefully you can describe your target customer and their online behavior the more readily you can tailor your advertising campaign.
d. Keywords and Demographic targeting
What keywords are people using to find your product or service.
How would you describe your customer demographic?
Using Google Keyword Tool and Traffic Estimator
A quick look at Facebook demographic targeting
e. Writing ad copy
Ads are SHORT! Aim for 25 characters for a header and 70-100 characters for the body.
Consider the different products and services you are selling. Write sample ad copy.
Include keywords! Be as descriptive as possible.
Testing ad copy.
f. Quick guide to Landing pages and SEO
Content of landing page explicitly related to text and subject of ad.
Text of landing page should include actual keywords on-page.
Query strings – helps you track where traffic came from in Analytics
URL Builder in Analytics
III. Getting started with Google Adwords and Display
Logging in to adwords.google.com. Need a Google account! (Most of you will use gmail)
Campaigns, Adgroups, Keywords and Ads
Creating a campaign and choosing the right targeting settings
Choosing adgroups – how to structure your advertising
Adding keywords and ads
Quality score and ad rank
Different types of ads and sizes (text, image, video and rich media)
CPC vs. CPM
IV. Setting up Facebooks Ads
Logging in to http://www.facebook.com/advertising/. Need a Facebook account!
1. Design your ad
Similar to Adwords – You need a Title, Body and URL
Instead of search where you use keywords, Facebook uses demographic targeting
Choose people based on location, demographics, and interests
a. The best books to learn more about Google Adwords and Display and Facebook
b. The one article I go back to time and again for Adwords
c. Landing pages
We won’t discuss landing pages extensively in this class, but where you send your paid traffic is very important.
For non-Facebook landing pages, check out unbounce.com.
For Facebook, the purpose is generally to generate likes. Start here for ideas – http://indeziner.com/design/30-creative-facebook-landing-pages/
Week 1 Assignments
1. Start at least one campaign in one of the tools
2. Choose a landing page
Week 2 Preview
In week 2 we will look at the results of our ad campaigns and learn how to optimize each advertising platform. Optimizations will generally lower costs, raise click-through rates, and allow better targeting.
We will also look at advanced split testing of ad copy.