Acceptance of Circumstances, integrated marketing, keeping up with trends, Objectives Setting, online advertising, social media, staying current, Target Marketing, traditional marketing, Uncategorized, Understanding Your Environment

Happy (I think?) 25th Anniversary to the Internet!

As with all national days and unique holidays celebrated via social media, I’m going to take the news that “today marks the 25th anniversary of general public access to the internet” with a grain of salt; however, it’s fitting that I learned of it via Twitter.

I didn’t grow up as a “digital” marketeer. I’m proud and glad to date myself. I broke my marketing teeth in the world of traditional advertising and public relations. Think “Mad Men” vs. Mark Zuckerberg. While my very first marketing-related position was at a national market research supplier, Market Facts, where I oversaw or was involved in conducting primary research for large consumer brands like Stop & Shop and Gillette, all subsequent positions have been more marcom (marketing and communications)  focused.

My earliest marcom roles were at Blue Cross and Blue Shield of MA and Bay State Federal Bank — back in the early 1990’s through early 2000’s — when companies were just dipping their toes in the promised power of the internet. Companies felt compelled to launch and maintain Web sites and set up e-mail addresses at which they could be contacted, but I don’t believe marketing professionals, or any professionals for that matter, appreciated then the extensive impact the internet would have on traditional marketing, the role of a marketeer, or life, in general, as we knew it.

Mad_Men_season_5_cast_photo

I have to digress and take my fellow marketeers down memory lane for just one minute. Remember the days when advertising options consisted only of print, radio, network T.V., and vehicles like billboard and transit? And the days of needing to mail camera-ready ads aka slicks to media for publication? Yes, those days when e-mail blasts, social media influencers, pay-per-click and banner ads, and vlogging and blogging didn’t exist?

I’m guessing the majority of my readers will agree that there are pro’s and con’s to a world ruled by the internet. Below are what I believe to be the most critical impacts of the introduction of the “World-wide Web” (for those who don’t remember or know that’s the origin of “www.”). Given my profession, I focused on those that affect marketeers, but obviously, there’s been immeasurable impact on the day-to-day lives of all human beings.

Pros

  • It’s easy to find like-minded people or individuals facing similar challenges or opportunities, and to hold a conversation with them.
  • The opportunities to target individuals who enjoy certain hobbies and interests, belong to certain demographic groups, and/or who serve in particular business roles seem endless and are abundant.
  • Smaller organizations without deep marketing pockets can play the advertising game as well as, and sometimes even better, than larger advertisers via integrated online campaigns that are much less costly to execute and run (partly because of low or no production costs associated with online ads vs. the higher production costs often associated with print or broadcast advertising).
  • You can use the internet to research or locate just about anything or anybody.

Cons

  • Advertising $ have become quite diluted. The size of average marketing budgets has held steady and marketing monies now need to be spread across numerous media since target audiences are no longer listening to a limited number of radio or TV stations or reading a limited number of print publications. Per my Getting More Bang For Your Marketing Buck post, this means an advertiser’s marketing spend may not be as impactful, making it harder to achieve wished-for awareness or sales objectives associated with an ad campaign.
  • Marketeers may be pressured by external and internal clients to put the bulk of their time, energy, or budgets into online advertising and communications, such as social media or pay-per-click ads, when that may not be the most-effective vehicle for reaching a client’s business-to-business or business-to-consumer targets.
  • Maintaining an online presence on social media, blogs, vlogs, etc. is time-consuming, and marketing staffs may not be large enough to support the appropriate time expenditure on both traditional and digital marcom activities.
  • It’s become almost impossible for public relations (PR) professionals to know who and how to outreach to regarding covering certain topics and stories. Some publications employ different staff to handle their online vs. print communications and won’t share e-mail contact information. Instead, they encourage you to communicate with staff online. This evokes another “con”– it’s hard to have a private conversation these days as some social media users and bloggers don’t offer the capability for you to e-mail or message them, thereby forcing you to share your message with both them and the rest of the world.

What’s the key takeaway? As you set budgets, develop marketing plans, and hire staff for your next fiscal year, give a lot of hard thought to the target audiences for your products and services — not only where do your target audiences hang out, physically and virtually, but when and how do they best like to be communicated with? For example, they may be hanging out on LinkedIn because they’re conducting a job search or trying to do business development there, so that may not be the best time and place to bombard them with an ad about your business services. You and they might be better served by a more traditional marketing activity — a direct mail piece delivered to your targets’ physical office mailbox.

I’m always available to discuss any and all of the above and look forward to your thoughts. Depending on your feelings regarding the internet, take this 25-year celebration as motive to post and tweet away, or to take a walk outside and say “hello” to your neighbor in-person.

 

 

Objectives Setting, online advertising, social media, Target Marketing, Uncategorized

Online Advertising: Top Five Things You Should Know

Online Advertising: Top Five Things You Should Know

Since Results Communications and Research’s official launch in April 2014, the majority of advertising work with which clients and prospective clients have sought assistance has been online (digital). As you would expect, whether our client contacts are dedicated marketing individuals for their mid-to-large-sized organization or small business owners, all are greatly aware of the last decade’s shift in how target audiences want to communicate and obtain information.

While I still believe there will always be a need for and benefits associated with more traditional forms of advertising, such as billboards, transit, print, and broadcast (radio and TV), online advertising definitely rules the advertising roost right now, and I don’t see that changing any time soon, if ever.

Given the above, as a Google AdWords-certified specialist, as well as someone who’s researched and been exposed to a large variety of other forms of online advertising, I’m sharing – in what I hope are layman’s terms (but know that you can always reach out for an explanation) – a list of important things to know when considering online advertising.

Laboure_200 x 2005

  1. Before you research and brainstorm any kind of online advertising campaign, define your campaign objectives. Are you trying to create awareness of your organization/brand/products? Or, are you trying to increase sales of your products, services, or programs? It’s imperative that you clearly define your objective before beginning to focus on an advertising campaign.
  2. Similar to defining objectives, determine upfront whether or not individuals are likely to be actively searching online for information on the product, service, or program which you plan to promote. If you are offering a product, service, or program that your target audience likely doesn’t know exists, implementing a search campaign using Google or Bing search engine advertising platforms is not going to help you achieve campaign objectives. Tools available in search engine advertising platforms can help you assess the volume of searches being undertaken in a particular geographic area that are relevant to your organization’s offerings.
  3. You’ve got options. Here’s a quick summary of what those are:
    1. search engine search advertising – gives you the opportunity to have a text ad presented to individuals entering search terms in search engines that are relevant to your product, service, or program.
    2. search engine display advertising – gives you the opportunity to have a text or image ad presented to individuals who meet certain targeting requirements, e.g., have particular interests, belong to certain demographic groups, visit Web sites focusing on topics relevant to your offerings, and/or who read online content pertinent to the aforementioned.
    3. other bulk display/banner advertising – gives you access to advertising on a variety of topic-relevant Web sites by providing options beyond search engines to purchase display/banner advertising on a collection of Web sites simultaneously. Google’s Display Network (known as AdSense) isn’t the only “bulk” display game in town.
    4. direct-purchase banner advertising – gives you the opportunity to have an image ad presented on relevant Web sites that will directly sell you advertising space.
    5. direct-purchase e-newsletter, e-blast, and Webinar advertising – relevant organizations may offer you the chance to advertise in their weekly or monthly e-newsletters or e-blasts, or to sponsor a Webinar they are hosting, so you can reach their members/customers/subscribers. And, opportunities may include the ability to push out your own content via e-blast or Webinar authorship/presentation.
    6. social media advertising – the majority, if not all, social media platforms offer advertising opportunities to reach a variety of target audiences. Think Twitter Web cards, and Pinterest and Facebook Pin and Post boosts, among others.
  4. All impressions are not created equal. I equate an impression to a set of eyeballs, i.e., each impression accrued for an advertisement means it was presented to one individual for viewing. Many online advertising opportunities require advertisers to pay for any and all impressions achieved; you may be okay with that, if creating awareness of your product, service, or program is a key objective of your campaign. However, if the focus of your campaign is to drive traffic to your Web site, and even further, cause visitors to take actions beneficial to your organization (known as conversions), such as completing an inquiry form or purchasing a product, then you’ll likely want to engage in advertising arrangements where you pay only for ad click-thrus to your Web sites (pay-per-click/PPC advertising), or where your advertising cost structure is related to visitor conversion behavior (advertising that offers cost-per-acquisition bidding).
  5. It’s possible to easily pilot, test, pause, and change course. Certain forms of online advertising, particularly search engine search and display advertising, only require a very small “entry cost” to use their platform. There’s really no true set-up fee you have to pay them, but you will have the human resource expense of using their tools to set up text ads and design image ads. You can launch a campaign where you’ve indicated you only want to spend $1 a day. Granted, depending on the competition from other advertisers to have their ads presented for search terms or to audiences similar to yours, the $1 may not be sufficient to have your ad presented; however, there are no required daily, weekly, or monthly advertising spends for search engine search and display advertising. And, unlike directly purchased banner advertising and some other online advertising opportunities, search engine advertising tools allow you to pause campaigns yourself 24/7 and to change campaign settings, ad content, targeting strategies, and search terms prompting ads at any moment of any day.

I and my team continue to educate ourselves on a daily basis about the pro’s and con’s of available online advertising opportunities, so that we can best serve our clients. We know that no one size of online advertising fits all. I am always available to brainstorm with you about your particular needs or to explain further any of the information outlined above. The online advertising portion of digital marketing will continue to evolve, and we’ll be here to guide you through that evolution.

 

 

 

 

 

 

 

marketing consultant, online advertising, social media, Uncategorized

Invigorating Opportunities

As I write this last blog post of 2015, I feel so very energized. While it was a tough year personally for me — I lost my beautiful mom to Alzheimers — on the professional front, the past year has been a very educational and exciting one! As the number of online advertising opportunities continued to expand this past year, and along with them, greater opportunities for reaching very refined target audiences, we enjoyed learning about and testing out the various new tools, so that we could advise our clients on which ones might make sense for them based on their particular marketing objectives. And, of course, we enjoyed implementing results-achieving campaigns on a broad variety of online advertising platforms.

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Results Communications and Research became recertified as a Google AdWords Certified Specialist at the end of 2015. The need to renew our AdWords certification by studying for and passing an “advanced search” exam provided another welcome educational opportunity and refresher on the many tools and techniques available to optimize search campaigns and associated budgets. And, it positions us well to very effectively and efficiently manage clients’ 2016 search and display campaigns.

As it did in 2015, we expect that digital/online marketing will continue to reign as king of marketing activities for most brands and organizations. Sure, we’ll still see very large consumer packaged goods companies, financial service organizations, insurance companies, and cell and cable service providers running extensive broadcast and print campaigns — think General Mills, Capital One, Geico, and Xfinity TV and magazine ads. But, we believe smaller and mid-sized organizations should and will continue to put most of their marketing $$ and energies into digital marketing activities, such as search and display (pay-per-click) campaigns and their presence on a variety of social media platforms.

On the social media front, Facebook is expected to maintain its lead in 2016 as far as far as capturing the largest percentage of advertisers’ social media advertising dollars. Yes, the younger generation (25 & under) is primarily staying away from Facebook and mostly using it as a way to stay in touch with their parents, aunts, and uncles who have made Facebook theirs, but advertisers are still able to reach an extremely large, diverse audience on Facebook. And, the people they can reach, including baby boomers, have the greatest buying power.

During the last 5 years or so, Twitter has experienced popularity ups and downs, and the demographics of individuals whom it has attracted have varied greatly, but as we enter 2016, the platform seems to be embraced by quite a diverse group — both young and old appear very engaged. Pinterest remains very popular among women of all ages  who love to cook, follow style, love interior design, etc., and while a much smaller group than women, men are enjoying Pinterest’s benefits of being able to find and file items of interest. Snapchat and Instagram should remain great ways to reach younger generations, and two new video platforms, Periscope and Meerkat, are expected to be used very effectively by advertisers in 2016, as both platforms significantly grow their followers in the coming year.

With all of the current and expanding opportunities for marketing consultants like me to help clients meet their awareness and sales marketing objectives, there’s so much to be excited about as a new year gets underway. We look forward to working with and helping both existing and new clients with their marketing opportunities and challenges in 2016, so let’s get started!

 

Enjoying What You Do, marketing consultant, online advertising, Passion, social media, Uncategorized

A Year In The Making

It’s so hard to believe that Results Communications and Research is about to celebrate its one-year anniversary. One of my favorite and common responses to challenges has always been “onwards and upwards.” And upwards it truly has been the past year, and for that, I’m both extremely grateful and thrilled. As I look back at all the posts I’ve drafted and published during Results Communications and Research’s first year of business — we’ll have officially been in business a full year around mid-April — I realize that I’ve followed a lot of the marketing and outreach advice I’ve shared in past blog posts, particularly the ones below. They’ve proven to be quite effective!

  1. https://allintheresults.com/2015/01/05/and-they-told-two-friends-and-so-on-and-so-on/
  2. https://allintheresults.com/2014/11/19/oh-yes-im-the-great-connector/
  3. https://allintheresults.com/2014/10/15/while-you-wait-educate/https://allintheresults.com/2014/09/24/the-perks-of-networking/
  4. https://allintheresults.com/2014/06/23/attitude-truly-is-everything/
  5. https://allintheresults.com/2014/05/30/why-it-literally-pays-to-be-different/
  6. https://allintheresults.com/2014/05/13/my-hands-on-refresher-course/
  7. https://allintheresults.com/2014/05/07/keeping-up-the-fight/
  8. https://allintheresults.com/2014/04/23/why-i-love-the-marketing-term-shoe-leather/
  9. https://allintheresults.com/2014/04/16/why-goodwill-is-well-good/
  10. https://allintheresults.com/2014/04/12/the-power-of-passion/

I want to thank the many friends, acquaintances, prospective clients, and clients who provided an opportunity for a great marketing strategy discussion and/or the chance to submit a proposal for ongoing or project work, or who engaged me and my firm to oversee and execute ongoing or project marketing or research work. I’ve truly enjoyed our conversations regarding marketing challenges and opportunities, as well as primary and secondary research, and the actual work I’ve done for some of you in these areas.

I also feel so fortunate and honored to have been able to work with such a diverse group of clients on such diverse work. To-date, Results has been engaged by two large non-profit organizations for both marketing and development work. We’ve also worked with many service-industry organizations, including ones in financial services and insurance/benefits, private investigation, and commercial real estate, as well as consumer goods and entertainment industry clients. In addition, we’ve served as a sub-contractor to a fellow marketing agency on public health marketing and communications work. And, I feel blessed to have had the privilege of holding discussions with prospective clients with a variety of organizational missions.

We’ve enjoyed serving as outsourced marketing department or outsourced marketing professional for a couple of terrific organizations — helping with both traditional and online marketing needs, including web site, online advertising, and social media oversight. We’ve also appreciated overseeing important project work for clients including competitor/marketplace research and analysis, online advertising (Google AdWords Display and Search/Pay-per-click), web site development and launch, and creation of strategic marketing and media plans that included traditional media such as broadcast (T.V. and radio), transit, and print advertising, as well as digital media.

I can’t close this post without thanking my wonderful husband and friends who let me brainstorm with them on a variety of topics, and without thanking sub-contractors who have helped me with a variety of work — particularly research-related — when my plate was very full. You know who you are, I couldn’t have done it without you, and I look forward to continuing to work with you as we begin our second year. You are a critical part of the Results team.

We can’t wait to see what this next year holds for us, but we have a feeling with all the interesting opportunities and challenges that the world of marketing holds for organizations of all sizes, industries, and profit status, it’s going to be another exciting year for Results.

fundraising/development, keeping up with trends, marketing consultant, online advertising, staying current, Understanding Your Environment

Online Advertising Isn’t Just For For-Profits

While I’ve spent much of my career working in the non-profit world, most of friends, family, and colleagues don’t make the connection that I have. This is probably due to the fact that, while many healthcare organizations and health insurance plans are non-profit/not-for-profit organizations, their size and extensive advertising campaigns which I’ve overseen cause others to think of them as for-profit organizations.

In light of the above, despite volunteer work with non-profit organizations like “Home for Little Wanderers” and “Relay for Life”, many few me as a new kid on the block as far as developing and executing marketing and fundraising campaigns goes.  Luckily, I’ve had the good fortune of working with organizations that the general public readily views as non-profits on both a paid and pro bono basis — organizations that provide social services and funding to vulnerable populations.  And, what I’ve learned from this is that many of the marketing and communications tricks that work well for for-profit organizations also work well for non-profits — whether they are looking to create awareness of their organization or raise funds for their organizations.

A prime example is online advertising, specifically paid search and display advertising. I worked with a well-known Boston non-profit to create an ad campaign to support a holiday fundraising event, and am now managing it. Because individuals are equally interested, if not more interested, in researching both fun things to and charitable things to do, as they are researching business matters, the search and display ads are receiving a pleasing number of “click-thrus”, which my client and I hope and anticipate will lead to increased ticket sales from last year to this year.

I’m really hoping that more non-profits, particularly those that are indeed viewed as charitable/cause organizations, will be interested in speaking with me about the cost-effective and budget-maximizing activity that is online advertising.  My last blog post spoke to “Missed Opportunity”.  I believe for a non-profit to dismiss the possibility of employing online advertising to promote their organizations and/or raise funds is another “Missed Opportunity”.

differentiation, diversity, keeping up with trends, marketing consultant, online advertising, staying current, Understanding Your Environment

While You Wait, Educate

I’m keeping the “ate” rhymes going in my topic header that I started with my recent To Make Sure You Relate, Integrate post, but the topic of these two posts are quite different. If you’ve read some of my recent posts you know that it takes a lot of hard work and commitment to launch a new business, including a consultancy.  And, there are a lot of starts and stops along the way.  You get very excited about a prospective client meeting and spend hours preparing for it, so you are able to communicate what you know about your prospective client, their industry, their competition, and particularly their pain points. It’s particularly important that you be able to demonstrate what specific skills, experience, and activities you can bring that will help minimize or eliminate a client’s pain. Unfortunately, even when you are able to demonstrate your value proposition, prospective clients aren’t always ready or able to make the leap to engaging your services for a project or ongoing contract work.  They may already have relationships in place with organizations offering similar services, or they may need to obtain approvals from several levels higher up in their organization before they can start working with you, and/or they just may not have an immediate need for your services. Lastly, while you may be able to address one of their pain points, they may have greater pains that may need addressing first that aren’t in your area of expertise. You may be offering services to help them with a belly ache when they’ve got such sharp, shooting back pain that the belly ache, while troublesome, is not the area that they feel needs the most immediate attention.

As I advise friends who are seeking permanent, contract, or consulting work to do, I make every attempt to use any time where I am not doing client work and/or presenting to a prospective client/networking to educate myself on topics important to my industry and line of work. While I wait for my client work pipeline to grow, and when I feel I need a break from networking and selling myself and my skills, I attend webinars and phone discussions with/offered by experts in online/digital marketing.  I read blog and web site content about digital opportunities/marketing, and particularly, about improving SEO (search engine optimization) and optimizing pay-per-click/paid search advertising. If someone reaches out to me to attend a webinar — most are free — or asks to have a phone conversation about new digital marketing technology or any topic related to online presence, I’m almost always glad to listen in, have a conversation, etc.

I know keeping myself well-educated on all the ongoing changes and improvements in digital, traditional, and integrated marketing will make me a more valuable consultant to my clients.  Being well-informed just adds more and more tools I can add to my doctor’s kit, so that when faced with a client’s or prospective client’s pain point, I can share a variety of options with them that will help them minimize or eliminate their pain in an effective and efficient manner.

Continuously educating myself on topics related to my area of expertise and interest will mean that when a current or prospective client comes to me with a new pain point, I’m more likely to have the tools to address it.  In fact, the next time a client needs help with their back versus a toe, I may be able to help or have made a connection who can help (which will also create good will with any client). I don’t ever plan to stop growing and learning professionally, and I hope you won’t either.  It’s a great way to remain fully engaged in any industry or profession. You’ll remain enthusiastic and draw other enthusiasts toward you, including new customers who recognize you as being knowledgeable about their particular challenge.

Making Connections, Making Connections and Introductions, marketing consultant, online advertising, Passion, sales

The Perks of Networking

While I’ve done contract marketing and market research work in the past — during times when I was looking for a permanent position in my field — it’s been about six months now that I’ve devoted my energies full-time to making consulting work my permanent employment.

Trying to get a consulting practice started is not for the weak of heart, particularly a marketing consulting practice.  Part of the reason for this is many organizations I approach about the expertise I can offer already have a marketing agency or consultant in place.  If they are an organization that’s been around for any length of time, marketing is essential to their well-being and it’s likely they’ve already solicited outside help to optimize marketing efforts. In fact, many have long-term contracts in place with marketing agencies that can’t be easily severed.  And, I’m also finding the newer, start-up businesses are difficult to identify and many use family members or friends to help them out on a pro bono or low-rate basis while in start-up mode.

Bottom line of all the above is that, in order for me, or any business offering consulting or other services to make a successful go at it, we have to be skilled at networking. It’s imperative that we use our connections or the connections of our connections to get our feet in the door.  Being more of a strategic behind-the-scenes person, that’s a challenge for me, but I’m rising to the occasion and I’m glad my business is causing me to grow this skill for a couple of reasons.

First, as a marketeer, even if I didn’t need to be out there trying to make sales and there was a sales team in place whose work I supported with marketing materials and activities, it’s very beneficial to understand the challenges, roadblocks, questions, concerns, etc. that a sales team faces on a daily basis. Secondly, the need to network is causing me to reconnect with individuals with whom I worked closely and had strong friendships with at different points in my career.

30

I’ve been working in the Boston area now for about thirty years.  Thirty years.  After studying in France my senior year and graduating from UCONN with a French degree, I attended the Katherine Gibbs’ three-month entree program. I always refer to it as a program that gave liberal arts majors the office skills they needed to get jobs. I will say attending the program served me well. After completing the program, I was able to obtain temporary office work at great organizations like Stone & Webster and Dana Farber, and soon landed permanent jobs at BayBank Harvard Trust and Fidelity Investments. After obtaining my M.B.A., mostly at night, I’ve been employed at Market Facts, Berklee College of Music, Blue Cross and Blue Shield of MA, Bay State Federal Bank, Best Doctors, Network Health, and BMC HealthNet Plan.

I list all of the above because it’s a good reminder that I’ve worked a lot of great places and made a lot of strong friendships and working relationships throughout my career — of which I should never lose sight.  I feel so fortunate to have had the opportunity to meet so many wonderful people (since I’m a transplant from CT to MA, many of my closest friends are former co-workers). The need to network has caused me to reconnect with some of the many individuals with whom I haven’t stayed as closely in touch, but with whom I really enjoyed working. It’s been so much fun learning what former colleagues are up to, both professionally and personally.  So, I’m grateful that networking has prompted me to “catch up” with these people.  There’s nothing like tight schedules, heavy workloads, and what seem like impossible challenges for forming strong bonds.  I’m really enjoying revisiting those bonds. If you aren’t already doing so, I encourage you to reach out to former co-workers. I know you’ll benefit in a variety of ways from the experience.

marketing consultant, online advertising, social media, staying current, Uncategorized

Online Advertising 101

No wonder lots of non-marketing individuals and even marketing individuals are so confused.  I can’t think of any other form of advertising or marketing that is referenced in the number of ways that what I call “online advertising” is.

It would take hours and hours to explain the pro’s and con’s and different opportunities associated with online advertising, so this post simply aims to provide a basic understanding of terminology, so you can at least feel comfortable initiating or participating in a discussion about online advertising.

  1. Online advertising or marketing = digital marketing, and is advertising that appears above or to the right of search engine results (search advertising), when you are visiting a web site (banner or display advertising) or social media site (social advertising).  All these forms of advertising and marketing are only accessible through an internet connection via a computer, tablet, mobile phone, or other hand-held device.
  2. PPC or P-P-C advertising = pay-per-click advertising = advertising that you only pay for when your ads are presented to an individual online, either as a result of a query they typed into a search engine like “Google” or “Bing”, or as a result of an individual visiting a web site that is part of the “placements” you selected for your “display” advertising.
  3. Google Adwords advertising = search network or display network advertising.  You can have your ads appear above or to the right of organic search results as a result of an individual typing an appropriate search query into the Google search engine (search network) or you can have them appear on web sites participating in Google’s display partner program, such as the “New York Times”.
  4. Paid search advertising = advertising for which you pay  to appear in response to individuals entering certain search phrases (or what’s known as “key words”) into a search engine like “Google” or “Bing”.
  5. Banner advertising = when you purchase ad space directly from a particular organization (such as the “Boston Globe”), so that your ad will appear on that organization’s Web site. This form of advertising has become significantly less popular with the growth of paid search advertising since, in general, paid search allows you to reach a larger number of individuals who may want or need your product or services, at a much lower price.
  6. Social advertising = actual ad presentation or promotion of your profile or page within a social media site, such as Facebook.

As I stated at the top of my post, understanding the terminology is just the tip of the iceberg as far as online advertising goes.  There are so many different online advertising opportunities.  For example, you can choose to only run your advertising in certain zipcodes, at certain times of the day, or on certain days of the week.  And, you can decide you only want your ad presented when someone enters the exact phrase “online advertising genius” into a search engine, is identified as having a particular interest, or is reading content related to your product or service (contextual advertising).

I am currently studying to become a Google AdWords Partner, while enhancing my previous hands-on experience managing, monitoring, and optimizing campaigns by overseeing both my own and client Google search and display network advertising campaigns.  In addition, I’ve overseen online advertising for my most recent employer.  What I’m learning as I manage campaigns and study for exams is this — anyone can set up a Google AdWords account and start a campaign, but in order to truly run an effective campaign — one that maximizes both your budget and the achievement of your objectives, whether they be awareness, requests for information, or actual sales — you really need to have a strong understanding of all the many intricacies of search, display, and social advertising, and how to best optimize your campaign and maximize your online marketing dollars.

I suggest the following:

  • Unless you have the time and staff to understand the many nuances of and opportunities available through online advertising, particularly, Google Adwords, don’t go it alone. You’ll probably end up wasting valuable marketing budget dollars because you won’t know how to identify the most efficient mechanism.  Hire an expert, like my organization, to help you set up your advertising in the most effective fashion, and to monitor and tweak it, as needed.
  • Have someone on your team study for and take the Google Adwords exams.  Even if they don’t pass — which is not an easy feat, but well worth the education — they’ll be better positioned to make intelligent decisions and recommendations regarding your organization’s online advertising.

I hope you’ll reach out to me at gail.moraski@allintheresults.com with any questions you have about online marketing/advertising.  Based on how quickly and frequently online advertising options have changed and grown during the past decade, I expect they will continue to expand and shift. Rest assured that, as a marketer particularly interested in digital and online marketing opportunities, I will continue to stay informed and knowledgeable about all online advertising opportunities, so I can help you maximize your marketing dollars.