ncet tech bite | allegra demerjian, social media ads | aug 2016
Post on 15-Apr-2017
109 Views
Preview:
TRANSCRIPT
Using Social Media Advertising to Boost your Bottom Line
Allegra Demerjian
About Me
• Digital Director at The Abbi Agency
• Experience with social, SEO, online advertising, web
• Experience with all types of social ad sets
@allegradem @theabbiagency
Social Advertising FAQs
How much do social media ads cost? Aren’t they expensive? There is no “minimum” or set cost.
Isn’t advertising for new fans the same as buying fans? In a word, no.
Is my audience even on social media? 100%, absolutely, yes. Just depends where on social media…
I’m already active on social…isn’t that enough? Do I really need social ads? You decide…
people aged 54-64 are more than
2x as likely to engage
with branded content than those 28 or
younger
Why Advertise?
80% of consumers are likely to buy more
often from a brand based on their social
media presence
68% of consumers are
researching brands on social media before
they make a purchase
social media ad spending is expected to exceed $35B by 2017
Why Advertise?
• Mobile ads have 9.1x higher
click-through rates than normal web ads
• Reported 1.57 billion daily active users this summer
• 40 million active small business pages but only 2 million pay for advertising
• Ad recall from sponsored
posts is 2.9x higher than Nielsen’s norms
• Reported 300 million daily active users this year
Why Advertise?
Three words: social media algorithms
8 Steps to Your Social Ad Strategy
1. Goal & Budget 2. Audience 3. Social Platform 4. Ad Type 5. Creative 6. Launch 7. Test & Optimize 8. Wrap Up
1: Select Your Goal & Budget
Advertising Goals
Drive awareness & engagement
Increase video views
Increase website
conversions
Increase traffic to website
Grow email subscribers
Encourage app downloads
Grow your fanbase
Promote an offer/deal
Increase sales and purchases
What does it cost?
Pro Tip:
Set up a few test campaigns and play with budget – most social ad
platforms give an estimate of performance pre-launch
On most social platforms, $1 is minimum
advertising cost.
Results depend on amount of budget you put in.
2: Choose your Audience
How do you want to Target your Audience?
• Demographic (age, gender, education, income, ethnicity, work, relationships, life events…)
• Location (zip codes, cities, radius to your business)
• Interests (hobbies, food & drink, activities…)
• Behaviors (donating, shopping…) • Search Terms • Keywords • Job Function
3: Select your Social Platform
Widest and most advanced Variety of ad types
Largest audience on social media
Most specific targeting options
All visual content (photos & videos)
Connected to Facebook targeting and audience
Ability to link users to websites
Ideal for engagements and website visits
Target users by keywords and hashtags they use
Visuals and “cards” can boost your Twitter campaign
Pinterest LinkedIn
Ideal for online shopping Useful for owned content
Great to use for recruiting Powerful targeting capabilities
YouTube Snapchat
Promote videos and encourage views Target by keywords and search terms
Sponsored filters are available to public Ideal to use if you have large ad budgets
4: Pick your Ad Type
Ad Types
Promoted (or boosted) post
Email Subscribers
Shopping
Video ad
Carousel
Downloads
Fan building
Website Click-throughs
Conversion
5: Develop your Creative
Best Practices for Social Ad
Creative • Follow rules of each outlet • Use a strong call to action
(CTA) • Fit in with the newsfeed • Use powerful visuals • Keep your audience in mind
and make it relevant • Have a seamless landing
page • Be mobile-friendly • Use video! And make it
social-friendly
Not all Creative is Created Equal
Not all Creative is Created Equal
Not all Creative is Created Equal
6: Launch your Campaign
7: Test & Optimize
A/B Testing & Optimization
• Try using
different copy, visuals, calls-to-action, ad formats, etc.
• Let them run for
a week, then evaluate next steps
5% CTR, increase budget
3.3% CTR, decrease budget
8: Wrap Up & Report
How to Measure Success
Impressions, Engagement & Engagement Rate Click Through Rate (CTR)
Cost per Click (CPC) Conversion Rate
Reporting: Performance
Use reporting metrics that match with your goals
Reporting: Demographics
Use reporting metrics that match with your goals
Reporting: Placement
Use reporting metrics that match with your goals
Example Ad Campaign #1
How-to Video for Moms
Your company sells diapers
Created a series of videos on reusing diaper boxes Want to encourage awareness
1: Goal & Budget
2: Audience
3: Platform
4: Ad Type
5: Creative
6: Launch
7: Test
8: Report
Example Ad Campaign #2
Local Restaurant
You are opening a new Mexican restaurant in Reno
Want to promote grand opening and long-term awareness
1: Goal & Budget
2: Audience
3: Platform
4: Ad Type
5: Creative
6: Launch
7: Test
8: Report
Just Getting Started?
Tried some Facebook? Graduate on to
Instagram Ads
Start with
Facebook Advertising
Ready to get more Advanced?
Build out Custom Audiences within Facebook to reach previous customers, web visitors, leads or subscribers
Incorporate conversion codes to tailor your reporting
Expand to other channels, like Pinterest and LinkedIn
Thank you
Questions?
@allegradem @theabbiagency
top related