Step 5 Bonus Training Plenty of Fish (POF) and Google Adwords: For Training in the 4 th Webinar: 1
Reasons for these choices: Google is the largest search engine out there Bing has recently changed their budgeting rules for how much money required to spend Plenty of Fish (POF): If we are looking to scale campaigns to large levels, then we need to be looking outside of FB. Go to www.ads.pof.com Login Create an account Click on Create an Account As an example Will takes us through an account he has already setup: 2
Will setup in TeeSpring. He is going to run traffic through it via POF. He clicked on his campaign in POF: The size he used was 310 pixels x 110 pixels 3
Click on Campaign title Smile if You Like Bald Men : Here are the selected criteria I setup the campaign on: As you review the full list of criteria you can select from (ie, Height, Age, Gender, Hair Color Bald?, Ethnicity, Religion, Intent from a dating point of view?, Looking to Marry Soon?,Homosexual/Lesbian, Athletic Type, etc ) Remember this is a dating site, so there is less of a chance people are lying because they would get caught eventually! 4
Remember when the members of POF signed up, they agreed to be served up advertising! Target Male looking for another Male = Gay! (Another whole market!) Target Profession = Engineering (Ex = Trust me, I m an Engineer ) Target Cat Owners = (Ex = Look up examples of crazy cat lady shirts ) To get further G-2 info go to www.wanelo.com/search. Search on brownette t-shirts 5
When you float your mouse over the t-shirt choices, it will tell you how many searches were done on each shirt by the number of saves? = Assumably by Brownettes! So now you could do a campaign for brownettes Also each other color of hair!!! à Cannot be done on FB! Ad pricing on POF is similar to Google Adwords POF charges only on a cost per click basis. ROI is comparable as well. Google Adwords: 6
97% of the revenue on Google is from Adwords! Google makes over $100 million a day We are going to be using Google s Display Network More Advertising on Google than on FB they advertise to the entire Internet 7
Will ran this on FB and got a 100% ROI, so he decided to advertise it through Google Adwords. He is now on Google: He will have hid Ad placed on other websites with his Banners. 8
Will explains that he will be using Media Buys (see video for complete details) His Ad size will be 300 pixels x 250 pixels. He is paying (only) per click! As you are evaluating your cost, use CPC on Google! The choices are (CPC) cost per click, (CPM) cost per impression, or (CPA) cost per action So once you have enough tracking or conversion data built up with Google, you can then tell Google you want to pay $10.00 per conversion and that is your (CPA) bid. 9
He is going to use www.knittingpatterncentral.com & www.allfreeknitting.com & www.knittingparadaise.com to place his display Ads. Next go to Google Adwords targeting: Enter woodworking in Search for placement Google can tell me where to sell my shirts? 10
So now we will pick out www.popularwoodworking.com We go to that site to determine, if our Ad was located there to determine if we think it would sell? Absolutely, this is where we want to be! Now if you have a $20.00 daily budget you keep the number of display locations/sites down to 3 5 tops with Google! (Make sure that the shirt sells before you scale up your budget!) Guaranteed you will get the traffic from Google, but need to confirm the results in the 1 st 24 hours before moving ahead! Google also knows if you are Male or Female: 11
Make sure you know if your Ad is meant for a gender specific target? Also, map out your targeted age ranges! So my specific target list is: Preview the Ad: 12
Will tried using ugly colors to make it stand out! Google provides a tool to design & create your banners (Will walks you through doing this in the step by step video.) Google Ad Designer will preview each of the different format sizes on the fly! You choose, then Google automatically loads them into your campaign. When you manage this campaign, go to: Then go to Ad Groups : 13
Then go to Ad Group #1 : Then go to Display Network : Then go to Display Networks Then go back to Targeting 14
This is your management screen (above) The converted clicks column shows where my pixel from Google placed on the thank you page for TeeSpring. This tells you where each sale came from? (see video for step by step details) If you want to brainstorm on Google (say you want to do a woodworking shirt), go to the Display Planner type in woodworking Type in Get placement Ideas 15
It will show you a list of websites that show these Ads. This is Google s version of Audience Insights. Many of these sites will be Forums also, remember you can try and setup a direct deal with them through sending them an email asking them if they would put up a banner for you they might give you a price of $100. A month This price is what we could spend on a banner per day through Google! What a deal to go direct! 16