1. Online Advertising
(Thanks to Andrew Bleeker for some of this great content)

2. What We’ll Cover
• Advantages
• Objectives
• Glossary
• Types of Advertising
• Step-By-Step Guide

3. Advantages of Online Advertising
• Adaptability
• Accountability
• Targeting
• Interactivity
• Efficiency
• Rapid Response Screenshot from http://www.leftyblogs.com

4. Objectives
• 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

5. 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

6. Types of Advertising
• Search / contextual
• Social networks & blogs
• Banner ad networks
• Individual site placements

7. Search / Contextual
• Advantages • Disadvantages
– Can target people who – Generally low-impact
are interested in the – Hard to scale because
material only so many people are
– Pay only on an efficient searching for any term
“cost per click” basis – Largely driven by news
– Generally low-risk cycles and earned
– Set what you are willing to media, so pay-off is hard
pay by bidding to predict
– Hard to do well without
being time-intensive

8. Search / Contextual Example
Paid search results based
on keyword.
Organic search results. Can’t
pay for a higher ranking.

9. Social Networks & Blogs
• Advantages • Disadvantages
– Large pools of like- – Sensitivity of political
minded supporters blogs
– Good way to join the – Low scalability
conversation and get – Poor ad units
earned media – Limited geo-targeting
– Potential for viral or
exponential spread
– Advanced targeting
abilities
– In some cases, can also
pay on a cost per click
basis

10. Social Networks & Blogs Example

11. Banner Ad Networks
• Advantages • Disadvantages
– High reach – Limited control over
– Pay only on a very placements
efficient performance – Less valuable real estate
metric – Potential for showing up
– Extensive targeting on the wrong site
abilities – Requires significant
investment
– Non-guaranteed
inventory

12. Banner Ad Network Ordering Example
Liberal Blog
Advertising Network
http://web.blogads.com

13. Individual Site Placements
• Advantages • Disadvantages
– Target specific content – Exclusively sold on a cost
and placements per mille basis
– Guaranteed inventory – Generally more
– Control your share of expensive
voice (SOV) – Generally lower
– Allows for advanced response rates
targeting: ad – Varying minimum buy
sequencing, frequency requirements
capping, etc. – Requires contracting
directly with each
publisher
– No longer self-serve

14. Site Example

15. Getting Started
1. Create a Plan
2. Identify the Platforms & Targets
3. Set a Budget
4. Write/Design the Ads
5. Track & Optimize

16. 1. Create a Plan
• What are your goals? Who’s your audience?
• What do you want to communicate? What’s your
message?
• What’s your ultimate objective? How will you know if you’re
successful?
• Create a calendar and incorporate/identify
– All ad buys/advertising
– Messaging campaigns (volunteering, fundraising, email
blasts)
– Important dates and key milestones

17. 2. Identify the Platforms & Targets
• Platforms
– Google Adwords
– Facebook Ads
– MySpace Ads
• Targets
– Location
– Demographics
– Keywords
– Specific dates

18. 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?

19. 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)

20. 5. Track & Optimize
• Monitor your initiatives and
track the progress against
your goals
• Use an analytics tool or Excel
spreadsheet
• Change graphics, landing
pages, keywords,
demographics, or the ad
buy as needed

21. 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: mouse-
overs, user-initiated video, and other user-
initiated interaction

22. Contact Info
New Organizing Institute
(202) 558-5585
info@neworganizing.com
www.neworganizing.com
www.twitter.com/neworganizing