WELCOME!

Well get started in a few minutes.

In the meantime, dont forget to tweet using #1uDigital!

Online Advertising
Presented by Asher Huey

WHATS #1U?
#1u is the hashtag for anything union related on Twitter.

Presenter:

Asher Huey
@asherhuey
American Federation of Teachers

AGENDA
Case Study Basic Ad Intro Facebook Ads Google Ads Twitter Ads Retargeting Ads As An Organizer Dont Get Fleeced

Dump Trump
Where: Facebook Who: Pepsi Employees
5,000 on Facebook

Why: Pressure Upper Management To Take Action

Dump Trump

Dump Trump
Impressions: 125,627

CPM: $0.27
Total Spent: $33.56

Basics
CPC Cost per click, how much you pay per click CPM Cost per thousand impressions, how much you pay per thousand impressions CTR Click through rate, the rate at which people click your ad CPA- Cost per acquisition Targeting - Selecting who sees your ad

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Where Do We Run Ads?

Google
Facebook

Blogs
Twitter Yahoo
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Facebook Ads
Targeting based on self identification Sidebar
External URL 90 Characters - 1 Image

Sponsored Content
Promoted Posts Social Targeting Post Engagements
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Facebook Ads

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Facebook Ads

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Facebook Ads

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Text In Image

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Facebook Best Practices

Sponsored Posts have higher engagement Run content through your ads manager Match your email and membership lists to Facebook

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Google Ads
Targeting search terms, user demographics, or topics Must lead to a website/page
This can be any location you choose

Types of google ads

Text
Search or Contextual

Banner
Contextual or Demographic 18 Remarketing

Google Display Ads

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Google Display Ads

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Google Search Ads

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Google Search Ads

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Search V. Display

Google Ad Extensions

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Google Best Practices

Bid on multiple keywords for search ads Double check your ad placements Know the schedule

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Retargeting

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Retargeting

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Google Remarketing
Easy to use Runs across the Google network

Create various lists

Press lists Activist lists Issue specific lists

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Google Remarketing
Video Remarketing on YouTube: Remarketing based on YouTube views People who watch any of your videos. People who take an action (like, dislike, comment, or share) on any of your videos. People who view your video as a TrueView in-stream ad. People who visit or subscribe to your YouTube channel. Google Analytics Remarketing: Build a remarketing lists based on insights from your website visitors in Google Analytics - things like visit duration or goal completion.

Google Remarketing

Twitter Ads
Promote A Tweet
Interest Followers and like followers Hashtag/keyword

Promote Your Account

Like followers/Users Interest Location

Promote A Trend
Because you like to waste money

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Twitter Ads

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Twitter Ads

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Twitter Ads

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Elements of a Good Ad
What Makes A Good Ad?
Clear Message Clear Defined Graphics (If Applicable) Defined Targeting Cost Effective Furthering Campaign Goals

Be Strategic
Online Ads As An Organizing Tool Ads do not exist in a vacuum. They must work with the overarching narrative and further the goals of the campaign

Ads should drive to pages that will allow you to capture your supporters

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Be Strategic
Questions To Ask Before Running An Ad

Why Are We Running This?

What Are Our Goals? Who Do We Want To Target? Where Do We Want To Run It? Is There Any Added Benefit To Running This Ad? When do you want to run the ads?

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Be Strategic
Coordinating The Campaign Can You Run Your Ad In Coordination With A Major Event or Endorsement?

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What Are Some Reasons To Run Ads?

Increase Name ID Respond To A Crisis Find Supporters Build Your Email List Target A Politician Target An Organization or Company Persuasion GOTV
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CTU Ads

CTU Keywords

Dont Get Fleeced

Do it yourself! If you decide to hire a consultant
Insist on timely ad reports Request a list of placements Check your conversion rates

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Michelle Bachmann Got Fleeced

Ken Cuccinelli Is Being Fleeced

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Winning!

This Is Sad

Hilarious!

Be Creative

Star Trek Is Better Than Star Wars

Ads About Me???

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QUESTIONS?