(Thanks to Andrew Bleeker for some of this great content) Online Advertising

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

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

Search / Contextual Example Organic search results. Can’t pay for a higher ranking. Paid search results based on keyword.

Social Networks & Blogs Advantages – Large pools of like- minded supporters – Good way to join the conversation and get earned media – Potential for viral or exponential spread – Advanced targeting abilities – In some cases, can also pay on a cost per click basis Disadvantages – Sensitivity of political blogs – Low scalability – Poor ad units – Limited geo-targeting

Social Networks & Blogs Example

Banner Ad Networks Advantages – High reach – Pay only on a very efficient performance metric – Extensive targeting abilities Disadvantages – Limited control over placements – Less valuable real estate – Potential for showing up on the wrong site – Requires significant investment – Non-guaranteed inventory

Banner Ad Network Ordering Example Liberal Blog Advertising Network

Individual Site Placements Advantages – Target specific content and placements – Guaranteed inventory – Control your share of voice (SOV) – Allows for advanced targeting: ad sequencing, frequency capping, etc. Disadvantages – Exclusively sold on a cost per mille basis – Generally more expensive – Generally lower response rates – Varying minimum buy requirements – 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, 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

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