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COMSTRAT 310 Syllabus - Fall 2017

COMSTRAT 310 - DIGITAL CONTENT PROMOTION (3 CREDITS) Instructor:  Brett Atwood                                EMAIL:    batwood@wsu.ed...

WEEKS 13 & 14: Building Twitter Pages/Learning Google AdWords & Facebook Ads/Design & Campaign Considerations for Mobile & Tablet Platforms

SUMMARY:

For these weeks, we will:
  • Create official Facebook and Twitter campaign accounts for your brand (if you have not done so already)
  • Learn about best practices in building an official Facebook and Google AdWords campaign.
  • Learn about "responsive" design and how to optimize your campaign website for mobile smartphones.
HOMEWORK:
  • Continue to work on your Social Media Marketing Plan, due Thursday, Nov. 30.
  • Start posting Facebook and Twitter updates frequently (several times a week) and attempt to build a larger follower/fan count by outreach to friends and family, as well as activity on like-minded social media pages. 
    • You should try to have at least 30 Facebook followers by the end of the semester.
    • You should try to have at least 10 Facebook and Twitter posts by the end of the semester.
  • Optimize your Wix-created website for mobile devices using the mobile editor built into the Wix.com edit tool. Your final campaign site will be evaluated for how it appears on both desktop and mobile devices beginning Thursday, Nov. 30. 
  • Begin the take-home final exam, due no later than the end of the day on Tuesday, Dec. 5.

Facebook Ads

Facebook Ads is an influential Web ad service that enables you to target specific audiences inside the popular social network. The video below shows the power of targeted messaging through the Facebook Ads platform.



CASE STUDIES FOR FACEBOOK ADS

Facebook has a page filled with case studies that you can explore to see how both small and large companies are using the Facebook Ads platform to expand their reach and build their business.
Here are some video tutorials that walk you through the basics of creating a Facebook ad and then identifying your target audience and budget in the Facebook Ads creation tool. (Note: The specific menu options may have changes since these screencasts were originally recorded - but they are still useful as they show a general walk-through of the Facebook Ads creation process).

Creating your ad 

 

Defining your target audience and budget 



Facebook Advertising can be displayed as a traditional ad on the right hand side of the news feed or in the news feed itself.
  • News Feed
    • These ads will appear in the center of the news feed along posts from friends and followed pages. This "native ad" blends in seamlessly with the general news feed content. You can even pay for placement of a recent Facebook post so that it appears in the news feed for targeted recipients -- even if they don't yet "like" your page.
  • Right Side Column
    • These ads appear on the righthand column adjacent to your news feed. The size of these ads is considerably smaller than a News Feed ad.
Read the full FAQ for more info on these and other options. (Note: An alternate FAQ is also available for some Facebook users that may have a different Facebook Ads interface).

Related Links:
THE DOWNSIDE OF FACEBOOK ADVERTISING?

There is some debate about the effectiveness of Facebook Advertising. This video shows one ex-advertiser's experience with "Facebook fraud" and fake Like followers after a recent campaign:


Introduction to Google AdWords

OVERVIEW: WHAT IS GOOGLE ADWORDS VS. GOOGLE ADSENSE?

Many people confuse Google AdWords with a related program called Google AdSense. They are actually not the same thing!


Google AdWords is an advertising service that enables you to create your own ads to appear on relevant Google search results pages, as well as on other AdWords-enabled websites. Thus, companies that want to promote their services would use AdWords to advertise for acquisition of new customers.

Google AdSense is a different program that enables content creators to monetize their sites via displayed ads. So, if you are a content creator or publisher, you would likely want to participate in the AdSense program to make some money!

For this class, we will focus primarily on Google AdWords -- since that is the program most likely to be of use to aspiring professional PR and advertising students.

WHY ADWORDS?

With Google AdWords, you can create ads that are eligible to appear on Google within the search results. Your ads are also eligible to appear on some AdWords partner sites.

Unlike some traditional forms of advertising, you only pay when someone actually clicks on your ad! Thus, your ad will generate lots of impressions - but your ad costs are linked to the "click-through rate" (CTR), which is what ultimately matters in driving traffic to your site.

How do you determine what each ad will cost?

In many cases, you will bid on "keywords" that are matched to the types of search engine queries that people make. There are branded and non-branded searches.

What is the difference between branded and non-branded searches?

BRANDED SEARCHES: If the customer already knows your brand name, they will likely type that into the search engine or they may already know the website address and go directly to your site. If they type your brand name into the search engine, this is known as a "branded search."

A good starting point is to do a general search for your brand on Google. Does your brand show up? If so, how high does it rank? Be aware that people might misspell your brand name -- do typos and variations of your brand also show up prominently?

Branded searches include any searches that originate with an attempt to search for your brand -- including typos and variations.

For example, branded searches for the 3D virtual world Second Life would include "Second Life," "2nd Life," "Second Life game" and even typos (e.g. "Secund Life").

NON-BRANDED SEARCHES: What about searches that happen when people don't already know your brand name? Maybe your potential customers are looking for a type of product or service, but are completely unaware that you even exist! A "non-branded search" encompasses searches for general descriptors and phrases that relate to your brand without actually including your brand name.

For example, popular non-branded searches for Second Life might include "virtual world," "3D virtual game," "avatar game" and "virtual life."

How does Google AdWords work?

Non-branded searches present a huge opportunity to acquire new customers and/or website visitors! You can use Google AdWords to place "bids" on ad placement on searches for both branded and non-branded searches. However, chances are pretty good that other companies are also targeting non-branded searches - so the prices may vary dramatically for your ads based on how in demand your keywords and phrases are. You have lots of options on how to bid and spend your money. You can use AdWords to pay a higher amount for prioritized placement among ads -- or distribute your costs more evenly so that your campaign budget lasts longer.

Here is a video that further summarizes how Google AdWords works:



One thing to note is that Google rewards you for relevancy over the long-term. To deter companies from bidding on popular phrases that have nothing to do with their brand or service, Google will actually factor in the accuracy of your ad copy and keyword bids into its algorithm that determines where your ad is placed. Thus, you don't want to "spam" or "bait and switch" potential customers with ads that are irrelevant to their searches.

Will my ads only be displayed on the search results pages on Google?

Not necessarily. You have the option to place an ad only on Google's search pages and/or the Display Network of partner sites. If you choose to include the Display Network, your ad can appear across the Internet on numerous sites that match the theme or topic of your campaign. These ads can include images, interactivity and even video.



For Display Ads, you can either import in your compliant ad or build a new Display Ad right inside the Google AdWords Display Ads tool. Click the image below to see a screenshot of what the Display Ad builder looks like.

https://www.dropbox.com/s/8xuvg1bmloaexwx/Display-Ad-Builder.jpg
























How do I get started with AdWords?

Looking to get started using Google AdWords?

Sign up for your free account. Although you don't necessarily need this for class, here is a link for a free $75 (when you spend $25) in starter advertising for first-time Google AdWords users.

Once you are logged in, you can start to write your ad copy and then use the ad creation tool to identify the keywords that you want to bid on. You can also target your ad for placement in particular geographic regions and other variables.


How Do You Measure Success in Google AdWords?



Here are some additional links and resources:
Other Useful Tools:
  • Go to these various AdWords tools to see several free utilities that can help you shape your ad
    • Use the Display Planner to help research your competition and to shape your online ad buying strategy
    • Use the Keyword Planner to find new keyword and ad group ideas, get performance estimates for them to find the bid and budget that are right for you, and then add them to your campaign.
    • To preview what ads are already displaying for a particular keyword, use the Ad Preview Tool

YouTube Analytics

YouTube Analytics is an analytics tool that enables you to view detailed statistics about the videos you upload.



With YouTube Analytics, you can view data that tracks:
  • Popularity and Number of Views
  • Demographics
  • Community Engagement
  • Discovery
  • Audience Attention
Did you know that you can pay to promote your videos using YouTube's "Promoted Videos" feature?

MORE YOUTUBE RESOURCES:

Facebook Insights

Facebook Insights allow any admin of an official Facebook page to learn more about fans and followers including demographics and engagement patterns.

The social media giant recently overhauled and expanded this important metrics platform to include richer and enhanced data streams that provide better insight to your Facebook followers.



Twitter Analytics

Are you familiar with Twitter Analytics?

With Twitter Analytics, you can learn more about the performance of your Tweet activity, as well as your followers. 
TWEET ACTIVITY DASHBOARD

The Tweet Activity Dashboard helps your learn more about your followers, including:
  • Gender
  • Location
  • Affinity for other Twitter brands/influencers
  • Top Interests
  • Timeline Activity Summaries (No. of Faves, No. of Retweets, and Replies)
To access your Tweet Activity Dashboard, visit http://analytics.twitter.com. (Note: In some cases, you may be prompted to set up an account with Twitter Ads in order to activate these analytics. This might involve associating a credit card with your account, but you won't be charged unless you actually place a paid Twitter Ad campaign).

ABOUT TWITTER CARDS

Twitter recently expanded the original analytics dashboard to also include a new Twitter Card dashboard that can be used by advertisers who wish to pay for media-rich campaigns on Twitter.

"Twitter Cards," which add a media-rich content area that extends beyond the typical 140-character Tweet. With a Twitter Card, you can add videos and other media experiences directly into your Tweets.
One important thing to note is that you can't begin to use Twitter Cards until you first "validate" your site with Twitter. This involves adding approved "metatag" code to your site. If this is of interest, instructions for adding metatags on Wix are here:
Once installed, Twitter Card activity will be tracked in the new Twitter Analytics dashboard. You can use the dashboard to learn more about making your Tweets successful.


WEEKS 10, 11 & 12: SEO Basics and Social Media Marketing Plans

SUMMARY:

Over the next three weeks, we will:
  • Continue to work on our primary Wix-based campaign website
  • Learn ways to improve search engine rankings of content for our media campaigns via Search Engine Optimization (SEO).
  • Learn about social media marketing plans and begin work on the creation of one with the goal of driving traffic and awareness to our campaign website.
HOMEWORK:
  • Begin to work on your Social Media Marketing Plan (final version due near the end of the semester)
  • Continue to work on and revise your campaign website, including modifications to help optimize your content for search engine indexing and rankings.
  • Each team should run an audit on their site, when it is ready using the Wix SEO Wiz tool.