online advertising for local businesses by mary fallon

Online Advertising For Local Businesses

Online Impact

6/5/09

Agenda

Types of online advertising

Demographics

Fundamentals

How to’s

Poll

Who is currently advertising online?

Which sites are you advertising on?

Are you advertising to drive sales or promote a brand?

Why Advertise Online?

Cost effective Target Search Reach Measure Act now

Demographics

Facebook: Adults 18+ United States – 56,800,580 Within 25 miles of Springfield – 80,760

Comparison: The Reminder circulation – 50,725

Types Of Online Advertising

Contextual

Ex. Google

Display

Ex. MassLive

Types Of Online Adv. Cont.

Types Of Online Adv. Cont.

Measurement

Impression (view)

Click (click-through)

Click-Through Rate

Links

Destination URL

Display URL

Bidding

Pay Per Click (PPC)

Pay Per Thousand Impressions (PPM)

Google

Google Maps

Millions search every day

Free

Update listing at anytime

Manage multiple locations from one account

Google Maps cont.

1. Create a Google account

2. Search for your listing(s)

3. Claim

4. Make edits

5. Verify ownership

Google Maps cont.

Google Maps cont.

Google Maps cont.

Google Maps cont.

Google Maps cont.

Google Maps Example

Google Maps Example Cont.

Google AdWords

Most popular search engine

200+ million search queries per day

Google Network

Google AdWords Cont.

Google AdWords Cont.

Facebook

Facebook Cont.

1. Design your ad

2. Set targeting

3. Select campaign

4. Set bidding

Facebook Cont.

How To: Facebook.com

Facebook Cont.

Conclusion

Old ways of doing business/client reluctance means adv. culture won’t change overnight

Instant measurements

Change media plan immediately

Questions?

Slides are available on Facebook and LinkedIn: companies.to/garveycommunication

Contact Info.

Mary Fallon

(413) 736-2245

mfallon@askmydog.com

LinkedIn.com/in/marykfallon

profile.to/marykfallon