INTRODUCTION

Digital Advertising spending is growing rapidly worldwide. In the United States, total spending in 2020 is forecast to reach $ 151 billion (eMarketer, 2019), while European spending in 2018 exceeded € 55 billion (IAB, 2019). In Cyprus, one out of every five posts in Facebook’s stream are now advertisements.

Small companies in Cyprus show an increasing demand for online advertising services. However, they face a number of challenges in managing their online advertising spending:

Audience Definition and Selection
Messaging
Channel Selection
Calls-to-Action and Conversion
Budgeting, Spend and ROI

Both Facebook and Google offer robust tools for self-managing digital advertising campaigns. These tools are free or low cost, and can be used by everyone with a basic understanding of software.

By participating in this training, you can achieve these objectives in-house, without relying on expensive external consultants or agencies. If you are using an external advertising partner, you can manage their activities more closely, achieving more effective advertising spend and results.

TRAINING FEE

The cost of the training is covered by the Human Resources Development Authority of Cyprus (HRDA). Value-Added Tax may apply to your participation, and will be calculated by the Cyprus Chamber of Commerce and Industry based on the number of participants from your enterprise who will attend the training, and their gross salaries.

TRAINING OBJECTIVES

Participants in the course will be expected to master the following knowledge and skills:

Understand the strategic media and advertising cycle;
Adapt this cycle to their own enterprise in the online environment;
Define online customer and other segments and audiences;
Define messaging for specific services that can be promoted or sold online;
Develop their online sales funnel, Calls to Action and messaging;
Develop online advertisements;
Place these advertisements using Facebook, Google, Instagram and LinkedIn;
Budget campaigns;
Monitor the results.

METHODS & TOOLS

The following tools will be demonstrated:

MS Excel for budgeting
Facebook Advertising
Facebook Audience Insights
Google Adwords Keyword Tool Finder
Google Adwords: PPC
Google Adwords: Display Network
Google Console – Analytics and Backlink Tracker
Google Analytics
Youtube Advertising Framework
Instagram Advertising (on Facebook)
LinkedIn Advertising
Video editing software

CONSULTANCY CONSULTATIONS

Each participating company will have a 1-day company consultation by the trainer. This visit is used to amplify and customise the training content. The in-company training will follow a structured framework and will be implemented together with each management team. Key elements of the visit include:

To assess and evaluate the current situation in each participating enterprise including their marketing budget, marketing priorities and current online and standard advertising activities;
To implement and reinforce, via practical methods and tools, the seminar content based on the needs of each enterprise;
To support each enterprise in selecting the appropriate strategies, tools and methods in order to implement a results-based online advertising campaign;
To support each enterprise to develop a Digital Advertising Action Plan.

TRAINER

The trainer is Philip Ammerman. Philip is an experienced consultant and entrepreneur active in digital transformation and tech start-ups. He has commissioned and managed major digital advertising campaigns, either on a stand-alone basis or in conjunction with wider advertising spend. He is highly proficient in Google and Facebook advertising.

AGENDA DAY 1

Strategic Advertising and the Advertising Life Cycle

The strategic advertising cycle: audience definition; messaging; delivery; results
The strategic adverting cycle online
Introducing the Strategic Digital Campaign Plan

Audience Definition

Understanding customer segmentation
Using the Facebook Audience Network
Using the Facebook and Google Mirror Networks
Geographic, demographic, interest, language and other targeting factors
Learning audience definition from competitors
Workshop: Defining five key audience segments for each small enterprise
Workshop: Assessing audience motivations and value

Message Definition and Medium

Defining single messaging for each audience
Defining a messaging campaign for each audience
Choosing the online advertising medium: Facebook or Google (or alternatives); PPC or Display
Reinforcing the message through non-sponsored means
Reinforcing the message through offline and online activities: integrated messaging

Technical Copywriting across Message and Content

Focus on Pay-per-Click Advertising, Search Engine Marketing, and Organic Ranking
Principles of search engine optimisation (SEO)
Optimising website pages and content for search
Using Google Analytics, Google Trends and Google Console for current trends
Using Google Adwords Keyword Tool Finder to select keywords
Quantitative and frequency analysis of keywords in text

Setting up a Google Adwords PPC Campaign

Choosing keywords
Setting the budget
Understanding ranking vs. competing advertisers and general ranking influence
Campaign placement and launch
Monitoring campaign results: Traffic, Ranking and ROI

Conversion Seminar and Workshop

Ensuring online readiness for conversion: what happens when a visitor lands on an enterprise website or social media profile? Each enterprise will develop the conversion process for at least two audiences or at least two different types of conversion.

a. The online sales funnel: linear versus iterative selling

b. Calls to Action

c. Content and value per segment

d. Measuring conversions and results

AGENDA DAY 2

Understanding Display Marketing

Google Display Network / Other Advertising Networks
Technical Standards for Digital Display Advertisements
Channel and Messaging Selection
Creating Static or Rotating Digital Advertisements
Keyword Selection
Budgeting and ROI

Workshop: Creating a Facebook Advertisement

Facebook Advertising (including Instagram)
Image selection
Messaging
Keywords, Demographics and Targetting
Budgeting and ROI
A/B Testing

The advert and campaign editing and setip can be continued during the Company Visit, so that companies will have the benefit of a completed, personalised video advert by the end of the programme (2-day training + visit).

Workshop: Creating a Google Display Advert

Google Adwords Advertising
Image selection
Messaging
Keywords, Demographics and Targetting
Budgeting and ROI
A/B Testing

The advert and campaign editing and setip can be continued during the Company Visit, so that companies will have the benefit of a completed, personalised video advert by the end of the programme (2-day training + visit).

Videa Advertising

Youtube and Vimeo Advertising
Image and clip selection
Messaging via text and narrative messaging
Music and jingle selection
Keywords, Demographics and Targetting
Budgeting and ROI
A/B Testing

Workshop: Youtube Video Advertising

Step-by-Step process for recording a message, editing, transforming into video and placement on Youtube. This process is particularly important for tourism, professional services and other business segments. It can be continued during the Company Visit, so that companies will have the benefit of a completed, personalised video advert by the end of the programme (2-day training + visit).

Reinforcing and Differentiating the Message

The digital advertising campaign needs to be reinforced and continued over time. This involves:

Reinforcing the message using earned advertising: Press Releases, social media sharing and other methods.
Continually reminding customers via relevance and innovation
Direct promotion via Email Newsletters
Advertising using Retargetting or Remarketing
SEO techniques using snippets and html coding
Offline methods: billboards, print or broadcast media interviews, print or broadcast media advertising, direct mailing.

The Digital Action Plan

Defining strategic objectives
Defining audiences, objectives, value, and message
Choosing digital media channels
Budgeting, Traffic, CTA and ROI expectations

Conclusions and Closing

Summarising the Digital Action Plan steps

Setting the stage for the company visit

Conclusions on key trends and statistics in online advertising, and relevance for Cyprus

Each day includes a morning and afternoon coffee break and lunch break.

Managing Digital Advertising Campaigns for Small Enterprises