Online Advertising for the Wine Industry
Wine Marketing Landscape
In a competitive environment, wine destinations, wine tour operators and wineries must understand and develop their entire digital footprint in order to stand out amongst the options.
Via Wines & Vines Building a Digital Footprint Web Presence
CRM/Email Marketing
SEO
Content Marketing
Social Media
Online Advertising
Video Marketing
Influencer Marketing Image Source: Your Digital Resource Terminology Review! PPC - Pay per click
CPC - Cost per click
CPA - Cost per Action
CPM - Cost Per Thousand
CTR - Click Through Rate
Conversion Rate
Contextual Advertising
ROI What Are We Talking About Today?
Search Engine Advertising Google AdWords Define your objective: Promote Content? Drive Traffic? Social Media Advertising Lead Generation? Facebook, Twitter, Instagram
Display Advertising Banner Ads, Video Ads 5 Tips For Success With Google AdWords Keyword Research
• Keep track of your keywords on your own
• Figure out what your competition is doing
• Develop long tail and short tail strategies
• Review exact, broad and phrase match strategies
Building Ad Groups
Group closely related keywords.
20 keywords per ad group
Make sure to include negative keywords Testing Ad Placement • Promoting your brand? Stick with #1 placements for better visual exposure
• Looking for conversions? Test out lower placements for higher CTR and a likely better conversion rate.
• Play around with it and earn a better quality score Building a Good Quality Score!
• Good quality score = discounted cpc and improved visibility for your ads.
• 5/10 or higher is the Google Benchmark
• CTR is without doubt one of the most important aspects of Quality Score.
• Ask could I have a more relevant and targeted ad associated with this keyword? Testing. Discover the right combinations of graphics and messaging on a landing page and then rapidly deploy campaigns that yield the highest click-through rates and website conversion rates.
Constant Learning. Review conversion history reports and perform constant keyword testing. Vital to making informed decisions about Online Strategy and generating new insights for improving the campaign. Google Adwords: Resources and Tips
Google AdWords - Keyword planner
SEO MOZ - Keyword explorer & SERP review
Lynda.com - AdWords Training Videos
Wordstream Quality Score Guide Social Media Advertising - Facebook, Twitter & Instagram
Inexpensive
Great tools for brand recognition
Necessary launching pad for sharing quality content.
Best when used with a PPC strategy partnered with retargeting. Facebook is a marketing tool…
How do you want this tool to work for you?
What are you trying to do? Brand Recognition? Sell more tickets? Promote an event? Interact with customers?
Do your goals align with your mission?
Example:
VisitPITTSBURGH Mission (in short): to promote Pittsburgh as a travel destination to business and leisure travelers
VisitPITTSBURGH Facebook Mission: to inspire potential visitors and engage existing visitors by creating content that interests them. Facebook Ads - Goal Definition:
Choose to promote a post on a page/profile, or a website.
Choose who to target based age, gender, location and interests Find Out Your Ad Reach.
Set a budget, daily or lifetime maximum.
Run ad on a specific set of dates, or choose to run the ad continuously until the budget is reached.
Choose to pay for clicks, or for impressions. Facebook Throttling:
• Most of your fans won’t see most of what you post on Facebook. (on average, only 6 percent will see your content in their newsfeeds).
• Much of what they do see won’t be clicked, liked, commented on or shared
• An average user likes 40 pages
• Each day 4.7 billion posts are shared
• There are between 1500 and 15,000 pieces of content that Facebook could show you each time you log in.
• If you want your content (ie; posts) seen, you must boost them. Twitter Ads - Define Your Audience:
Ads shown as promoted in a Twitter account feed. You can promote trends or tweets.
Can set a daily budget for the campaign, and the ad stops running when the budget is met.
Advertisers bid the maximum price they are willing to pay, but are often charged much less. Pros: Automatic targeted audience Users can interact with ad (retweet, click, reply, etc.) Cons: Targeted audience is not always relevant Users may overlook due to the distraction of their Twitter feed Display Advertising
Display advertising can be highly targeted to better reach your demographic.
According to comScore, 8% of internet users account for 85% of display ad clicks
Visual control of your brand
Zone in on specific interests
Re-targeting*
Cost Display Ads: Pros and Cons
Pros: Visually appealing Brand control Opportunity for targeted audience Easily track and assess campaigns
Cons: Often ignored because people know they are ads Certain software programs block them Cost Display Ads: Resources and Tips Clicksor: A contextual advertising network that offers CPC, CPM, and CPV models.
Chitika: An advertising network that displays ads only to targeted users.
Advertising.com: Reach an estimated 183 million users with this network. Advertisers must request more information to find out what options are available.
Google AdWords: PPC advertising platform. Questions? [email protected]