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Using Online Advertising to Spread Your Message

ducks-flying
The real impact of social networking while at work
photo credit: Robert S. Donovan

Advertising online is an easy, and relatively inexpensive way to spread your message to your targeted audience. With most online advertising you only pay for those ads that are actually clicked on, and you have the ability to target who will see those ads. You certainly can look to smaller sites (television and newspapers for instance) that sell ads on their networks, but clearly the most ubiquitous are Google and Facebook.

There are two types of ads in the Google realm, text and picture. Certainly text is cheaper, but you also will not get the click-through rates that you do with picture based ads. We’re visual, and visually interesting ads catch our eye better than text-based ads do.

In Facebook, there’s only one kind of ad – picture, and it works very well. In ads we’ve placed for clients, we find we get better results with Facebook than with Google text-based ads, generally speaking.

The cost of entry in to either Google Ads or Facebook is quite low. You can get started with an extremely targeted demographic and LIGHT coverage on one network for about $30/month. As with all advertisements, more money yields a bigger, faster result. But for $30 a month it’s worth experimenting with and getting comfortable with.

If you’ve never looked at putting ads on Google, just surf over to www.google.com/adwords or for Facebook http://www.facebook.com/advertising/ and get started. The instructions are pretty simple, and will give you the opportunity to choose your target market. If you’re experimenting with a low-budget, be sure to limit your target geographically to just your home town. Once that’s set, you can choose gender, age, and in Facebook, education level, expressed interests, and pages liked (or not liked). Pretty powerful stuff.

Just be sure to set overall campaign limits so that you keep your experiment an experiment and not a huge budget item if it’s wildly successful.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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