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Online Advertising
Presented by Asher Huey
WHATS #1U?
#1u is the hashtag for anything union related on Twitter.
Presenter:
Asher Huey
@asherhuey
American Federation of Teachers
AGENDA
Case Study Basic Ad Intro Facebook Ads Google Ads Twitter Ads Retargeting Ads As An Organizer Dont Get Fleeced
Dump Trump
Where: Facebook Who: Pepsi Employees
5,000 on Facebook
Dump Trump
Dump Trump
Impressions: 125,627
CPM: $0.27
Total Spent: $33.56
Basics
CPC Cost per click, how much you pay per click CPM Cost per thousand impressions, how much you pay per thousand impressions CTR Click through rate, the rate at which people click your ad CPA- Cost per acquisition Targeting - Selecting who sees your ad
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Blogs
Twitter Yahoo
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Facebook Ads
Targeting based on self identification Sidebar
External URL 90 Characters - 1 Image
Sponsored Content
Promoted Posts Social Targeting Post Engagements
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Facebook Ads
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Facebook Ads
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Facebook Ads
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Text In Image
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Google Ads
Targeting search terms, user demographics, or topics Must lead to a website/page
This can be any location you choose
Banner
Contextual or Demographic 18 Remarketing
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Search V. Display
Google Ad Extensions
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Retargeting
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Retargeting
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Google Remarketing
Easy to use Runs across the Google network
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Google Remarketing
Video Remarketing on YouTube: Remarketing based on YouTube views People who watch any of your videos. People who take an action (like, dislike, comment, or share) on any of your videos. People who view your video as a TrueView in-stream ad. People who visit or subscribe to your YouTube channel. Google Analytics Remarketing: Build a remarketing lists based on insights from your website visitors in Google Analytics - things like visit duration or goal completion.
Google Remarketing
Twitter Ads
Promote A Tweet
Interest Followers and like followers Hashtag/keyword
Promote A Trend
Because you like to waste money
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Twitter Ads
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Twitter Ads
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Twitter Ads
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Elements of a Good Ad
What Makes A Good Ad?
Clear Message Clear Defined Graphics (If Applicable) Defined Targeting Cost Effective Furthering Campaign Goals
Be Strategic
Online Ads As An Organizing Tool Ads do not exist in a vacuum. They must work with the overarching narrative and further the goals of the campaign
Ads should drive to pages that will allow you to capture your supporters
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Be Strategic
Questions To Ask Before Running An Ad
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Be Strategic
Coordinating The Campaign Can You Run Your Ad In Coordination With A Major Event or Endorsement?
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CTU Ads
CTU Keywords
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Winning!
This Is Sad
Hilarious!
Be Creative
50
QUESTIONS?