Digital Advertising for Parks, Trails & Recreation
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Vision for Digital Advertising
Use ad campaigns to expand your Brand’s reach to new potential customers, and to ensure that current customers see your messaging across online channels.
Common Goals
It’s important to set a clear goal when planning your digital strategy. Here are some common goals associated with Digital Advertising.
– Increase Website Traffic
– Increase Sales and Profits
– Increase Sales and Profits
Suggested KPIs
Identify once specific metric that will act as your gauge of success for each goal. The most common Key Performance Indicators related to Digital Advertising include…
– Website Users / Sessions
– Online Sales Revenue
– Online Sales Revenue
Digital Advertising Strategies & Tactics
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Serve Ads To Tailored Audiences
– Start building initial Audiences in Facebook & Google (add specificity as campaigns progress)
– Use Facebook/Instagram Ads to boost the Johnny’s brand and drive web traffic and sales
– Use Google Display Ads to drive web traffic and sales on a broader network of sites (at lower cpc)
– Use a Search Campaign to serve local business ads for boosting in-store foot traffic
– Use Facebook/Instagram Ads to boost the Johnny’s brand and drive web traffic and sales
– Use Google Display Ads to drive web traffic and sales on a broader network of sites (at lower cpc)
– Use a Search Campaign to serve local business ads for boosting in-store foot traffic
Optimize Thru Experimentation
– Compare results of different ad creative, placements and audiences, and optimize frequently to limit waste and improve efficiency
– Increase investment in top-performing campaigns, in effort to establish positive ROA
– Experiment with various ad types, placements, and CTAs (e.g. Buy, Careers, Sign Up, etc.)
– Increase investment in top-performing campaigns, in effort to establish positive ROA
– Experiment with various ad types, placements, and CTAs (e.g. Buy, Careers, Sign Up, etc.)
Scale Up Over Time
– Continue to scale up spend as long as it is profitable to do so
– Begin with ad investment of $5k-$7k for two ad networks across three months
– Start with Facebook/Instagram ads, as well as either Google Display ads or Google Search
– Optimize ads frequently, and review progress on a monthly basis
– Begin with ad investment of $5k-$7k for two ad networks across three months
– Start with Facebook/Instagram ads, as well as either Google Display ads or Google Search
– Optimize ads frequently, and review progress on a monthly basis
Serve Ads To Tailored Audiences
Timeline for Digital Advertising Implementation
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Tutorials & Guides
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– Increase Website Traffic
– Increase Sales and Profits
– Increase Sales and Profits
Tools & Resources
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– Website Users / Sessions
– Online Sales Revenue
– Online Sales Revenue