Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016
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Michael Keating, digital communications manager at Samaritans Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016
- 1. Online advertising at Samaritans Mike Keating Digital Communications Manager Samaritans
- 2. #agenda AdWords: why we do it AdWords: how we do it AdWords: its impact AdWords: THE HIDDEN COST YouTube, Facebook and Twitter AOB
- 4. AdWords: why? What are your organisational objectives? What are your teamโs objectives? Would you have targets? What would they be? How would you report them? Who would even notice?
- 6. AdWords: how? Remember your objectives Use a structure that makes sense for you Understand the limitations Use extensions and keep them updated Use data from other tools Use AdWordsโ โOpportunitiesโ - and your instincts Test, test, test
- 7. AdWords: how? Remember your objectives
- 8. AdWords: how? Use a structure that makes sense for you
- 9. AdWords: how? Use a structure that makes sense for you
- 10. AdWords: how? Understand the limitations
- 11. AdWords: how? Use extensions and keep them updated
- 12. AdWords: how? Use other tools Google Analytics: Acquisition/Channels/Paid Google AdWords Editor Google Search Console Use your colleagues!
- 13. AdWords: how? Use AdWordsโ โOpportunitiesโ - and your instincts
- 14. AdWords: how? Test, test, test
- 15. AdWords: how? Remember your objectives Use a structure that makes sense for you Understand the limitations Use extensions and keep them updated Use data from other tools Use AdWordsโ โOpportunitiesโ - and your instincts Test, test, test
- 16. AdWords: results
- 17. AdWords: results
- 18. AdWords: results
- 19. AdWords: results
- 20. AdWords: results
- 21. AdWords: results KPIs or targets will really help here (obviously) Donโt do it for the sake of it Use your results elsewhere!
- 22. AdWords: the hidden cost
- 23. AdWords: the hidden cost
- 24. AdWords: the hidden cost
- 25. AdWords: the hidden cost Use the Google AdWords editor Deliberately block out time for it Read! Remember the requirements of your Grant Share responsibility But be realistic
- 26. Great for video Great for โawarenessโ Great for targeting outside your Facebook audience Less great for donations Good potential for campaigning Facebook
- 27. Run shorter campaigns Refine your targeting - make lots of Advert Sets Always use multiple creative options Use separate creative for mobile devices Check in and evaluate regularly Keep your enemies close And keep your friends sort-of roughly as close Facebook
- 28. YouTube Target by keyword, channel or by interest groups Easy to schedule campaigns for specific times Reports on length of video watched Use learnings for future content development Donโt forget subtitles!
- 29. Twitter
- 30. AOB We did banners before and it worked! We did banners before and it didnโt work Remarketing didnโt work for us
- 31. AOB What would you do?
- 32. Thanks for your time! Mike m.keating@samaritans.org 020 8394 8347 @mkeating121 Questions?
- 33. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 34. South West Networking Group 14 October 2016 Bristol #ccsouthwest Online advertising