Online Advertising () - New Organizing Institute

Online Advertising
(Thanks to Andrew Bleeker for some of this great content)
What We’ll Cover
Types of Advertising
Step-By-Step Guide
Advantages of Online Advertising
• Adaptability
• Accountability
• Targeting
• Interactivity
• Efficiency
• Rapid Response
Screenshot from
• List-building/offline action
– Empower supporters and
provide a way to take action
• Rapid response
– Respond to breaking news
• Messaging & persuasion
– Provide compelling and
interesting content
– Move a message
Video ad unit
Glossary of Terms
• Cost Per Click (CPC) / Pay Per Click (PPC)
– Advertisers only pay when a user clicks the ad
and is directed to the website
– Useful when user destination is most important
• Cost Per Mille (CPM) / Cost Per Impression (CPI)
– Advertisers pay for exposure (view) of their
message to a specific audience
– Per Mille means per thousand impressions (or
number of times an ad loads on the page)
– Useful when user education is most important
Types of Advertising
• Search / contextual
• Social networks & blogs
• Banner ad networks
• Individual site placements
Search / Contextual
• Advantages
– Can target people who
are interested in the
– Pay only on an efficient
“cost per click” basis
– Generally low-risk
– Set what you are willing to
pay by bidding
• Disadvantages
– Generally low-impact
– Hard to scale because
only so many people are
searching for any term
– Largely driven by news
cycles and earned
media, so pay-off is hard
to predict
– Hard to do well without
being time-intensive
Search / Contextual Example
Paid search results based
on keyword.
Organic search results. Can’t
pay for a higher ranking.
Social Networks & Blogs
• Advantages
– Large pools of likeminded supporters
– Good way to join the
conversation and get
earned media
– Potential for viral or
exponential spread
– Advanced targeting
– In some cases, can also
pay on a cost per click
• Disadvantages
– Sensitivity of political
– Low scalability
– Poor ad units
– Limited geo-targeting
Social Networks & Blogs Example
Banner Ad Networks
• Advantages
– High reach
– Pay only on a very
efficient performance
– Extensive targeting
• Disadvantages
– Limited control over
– Less valuable real estate
– Potential for showing up
on the wrong site
– Requires significant
– Non-guaranteed
Banner Ad Network Ordering Example
Liberal Blog
Advertising Network
Individual Site Placements
• Advantages
– Target specific content
and placements
– Guaranteed inventory
– Control your share of
voice (SOV)
– Allows for advanced
targeting: ad
sequencing, frequency
capping, etc.
• Disadvantages
– Exclusively sold on a cost
per mille basis
– Generally more
– Generally lower response
– Varying minimum buy
– Requires contracting
directly with each
– No longer self-serve
Site Example
Getting Started
1. Create a Plan
2. Identify the Platforms & Targets
3. Set a Budget
4. Write/Design the Ads
5. Track & Optimize
1. Create a Plan
• What are your goals? Who’s your audience?
• What do you want to communicate? What’s your
• What’s your ultimate objective? How will you know if you’re
• Create a calendar and incorporate/identify
– All ad buys/advertising
– Messaging campaigns (volunteering, fundraising, email
– Important dates and key milestones
2. Identify the Platforms & Targets
• Platforms
– Google Adwords
– Facebook Ads
– MySpace Ads
• Targets
– Location
– Demographics
– Keywords
– Specific dates
3. Create a Budget
• How much money do you have to spend?
• What’s the timeline for your campaign?
• Do you want to allocate more money around your
important dates?
• How much are you going to spend on each
advertising platform?
4. Write/Design the Ads
• Include a clear call to action
(one “ask”)
• Keep it simple
• Create “daisy chain”
• For text ads: use the keyword in
the headline if possible
• For graphic ads: stay consistent
with your style (brand)
5. Track & Optimize
• Monitor your initiatives and
track the progress against
your goals
• Use an analytics tool or Excel
• Change graphics, landing
pages, keywords,
demographics, or the ad
buy as needed
5. Track & Optimize
• Don’t be afraid to try new things
• Some metrics to track:
– Impression rate
– Click-through rate (CTR)
– Interaction rate or Dwell rate
• Spending time on an ad, including: mouseovers, user-initiated video, and other userinitiated interaction
Contact Info
New Organizing Institute
(202) 558-5585
[email protected]

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