social advertising youtube facebook and twitter

Social Advertising

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Ishai Ankri

May 18th , 2014

What will we learn?

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• What is social

• How can it help grow our business

• How to use major platforms

• Advertising in

• Advertising in

• Advertising in

What?? WHY? O.o

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What

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From Wikipedia:

• Social media marketing refers to the process of

gaining website traffic or attention through social

media sites.

What

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From Wikipedia:

• Social media marketing programs usually center

on efforts to create content that attracts

attention and encourages readers to share it

with their social networks.

Why

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Why Should You Use Social Media Marketing?

• Elevate your business as an industry expert

• Generate traffic

• Create conversations

Why

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Why Engage in Social Media?

Social media enables you to:

• Share your expertise and knowledge

• Tap into the wisdom of your consumers

• Enables customers to help customers

• Engages with your audience

Why Not

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• Hard to measure success

• Hard to generate sales

• Hard to create a viral campaign

Low ROI

How can it help us grow our business?

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Help Social Help You!

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• Creates awareness Generate sales!

• Create a BUZZ Generate sales!

• Engaging Audience Generate sales!

Big ROI

How to use 101

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Basic General Terminology

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• Campaign

• Reach

• Targeting

• Demographic

• Geographic

• Interests and following (social big advantage)

• Ad group/ Targeting group

• Ad/ Creative

• Campaign Budget

• Media buying

• Real Time Bidding

• CPM

• CPC

• CPU

How to use 101

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Advertising in Facebook

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Total likes: The number of unique people who like your Page

Friends of Fans: The number of unique people who are friends with

your fans, including your current fans.

People talking about This: The number of unique people who have

created a story about your Page in the last seven days. The number of

unique people who have created a story about your Page in the last

seven days.

Number of posts: The size of the bubbles represents the number of

posts your Page published each day.

Advertising in Facebook

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Most important:

Specific (!) not generic

Learn how to use Facebook Custom Audience to target your

audience.

Advertising in Facebook

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How to create an ad?

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How to create an ad?

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Types of ads

1.PAGE ADS They are the most common ad type and are designed to drive fans to Facebook Pages. The

ads are unique in that users can Like a page directly from the ad. When a user Likes the

page, it’s listed beneath the ad for their friends to see.

2.WEBSITE ADS

They are similar to any other web advertisement. Clicking the ad takes you to the

advertiser’s landing page or website. Website ads will look like Page ads without the Like

button.

These ads are a great way to promote a sale, product promotion, trade show, webinar, or any event

requiring a RSVP. Event ads are integrated with Facebook Events and include an “RSVP” call to

action. When the RSVP is clicked, the event details are displayed, including the number of

Facebook users and friends attending. Friends’ responses are visible beneath the ad after they

have RSVP’d, and when a user says "yes" to attending, it will generate a newsfeed story within the

user’s profile for all of their friends to see.

3.EVENT ADS

4.SPONSORED STORIES

Let marketers take social content and turn it into a marketing message. With sponsored

stories an advertiser pays to have user interactions with their brand (Likes, Check-ins)

show up on your friends’ pages while appearing in other paid promotions on the website.

Sponsored stories are unique in that your content will never go to someone who is not

your friend.

5.VIDEO ADS

Allows advertisers to integrate video into an ad. The video and can be played inline, where people

can share comments and Like the video. When someone likes the video or enters a comment, a

newsfeed story will be generated for their friends to see. Video ads can only be purchased through

Facebook’s internal sales team and are reserved for qualified advertisers with monthly budgets over

$30,000 USD.

6.APPLICATION ADS

Allow Facebook application developers to drive more engagement for their app by directing

people to the app when they click on the ad.

7.COMMENT ADS

Are Facebook’s newest ad unit and the first to be designed by an agency. Designed by Leo

Burnett, the idea is that the ad looks like a conversation. With comments ads, the brand will

make a statement or pose a question, and a comment box is available so the user can enter a

response.

8.POLLING ADS

Lets advertisers start conversations by conducting polls. People who respond can see how others

voted and how each of their friends voted in the poll. The poll generates a story on the

advertiser’s page, and can appear in newsfeed of the users who liked the brand. When a user

engages with the ad, the poll story can appear on the user’s wall and in their friends’ newsfeeds.

Polling ads are not available through Facebook’s self service tool. Polling ads can only be

purchased by qualified advertisers through Facebook’s internal sales team.

9.GIFT ADS

Are used to drive visitors to pages within and outside of Facebook. It allows users to send

a gift to a friend within Facebook, along with a custom message. Messages are public and

can appear on the user’s page, as well as in their friends’ newsfeeds. Gift Ads can only by

purchased by qualified advertisers through Facebook’s internal sales team.

10.HYBRID ENGAGEMENT ADS

Combine different ad types, such as a video ad with a polling ad, or a video ad with an

event ad. Hybrid ads can only by purchased by qualified advertisers through Facebook’s

internal sales team.

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Your Done!

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Reporting

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Reporting

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Reporting

How to use 101

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Advertising in YouTube

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Views The views column displays the number of times your ads in your campaigns were viewed by

the user. A view occurs when a user watches your video. For TrueView video ads, the views

on your video ad will also count toward your public YouTube viewcount.

View Rate Views/ Impressions

Web Site Clicks The website clicks column displays the number of times users click through from your ad to

your website. The clicks are free of charge.

Video Played To A measure of what percentage of your video users watch. For example: Video Played To

25% means that users watched at least 25% of your video.

Advertising in YouTube

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Ad Position

YouTube Campaigns Structure

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Ad (video)

Targeting Group

Video Campaigns

GDN Account Burger King

Burger King #1

Target Group #1

Ad #1

Video #1

Ad #2

Video #2

Target Group #2

Ad #3

Video #1

Ad #4

Video #2

Burger King #2

Target Group #1

Target Group #2

YouTube Campaigns Structure

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Creative = Video

YouTube Campaigns Structure

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YouTube Campaigns Structure

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Targets- a set of target targeting • 10 target for each campaign

Setup

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Creating a Account under our Google GDN account (including name, money

allocation etc) Getting in it and switching to All Video Campaigns

Setup

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Creating the first camping hitting the + Campaign button

We will have to supply: • Campaign Name

• Budget

• Delivery method (mainly YouTube Videos)

• Location

• Ad (video)

• Schedule

• Frequency capping

• Device targeting

Setup

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Campaigns demographic will be set within the Targeting group

level exclusions

Setup

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• Campaign will be set with no Target groups

• Clicking on + Targeting group will create a new ad group, fields

required: • Name

• Videos (enable targeting groups for)

• Bidding

Media buy

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Keywords will be added to a targeting group according to the

topic/story (usually same as every GDN keywords)

Optimization

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• Campaigns should have goals starting its first day

• Optimization will be performed in three main

objectives

• Price

• Budget and bid

• View Rate

• See how much of your ad was watched

• How many people clicked the ad

• Quality traffic

Monitoring

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Monitoring

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• Monitoring and optimization goals should change

as campaign runs

• Get to campaigns main goal

• CPV goal

• View Rate goal

• best quality

Reporting

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• Always use reports to get best performance

How to use 101

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Advertising in Twitter

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Twitter is a key medium to advertise brands

especially to the mobile community

Advertising in Twitter

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Advertising in Twitter

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Promoted account

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On your twitter page, a box containing users and

account to follow can be found.

A way to get engagement's and to traffic your

audience into your account, twitter established the

promoted account ad to insert your account into the

recommended accounts section.

Promoted tweets

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Promoted tweets have your content inside

addressing your target audience and followers.

You can add links and picture to increase

engagements.

Promoted @handles

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Promoted your hashtag to all of the Twitter

community.

What do I need?

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You will need to first have the following:

• A twitter company page

• A campaign

• Embedded tracking into URL to help monitor

your campaign

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Setup

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• Nav to https://ads.twitter.com/

• Within your company page, click on Create new campaign

• And Pick your ad type

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Setup

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Setup

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Setup

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Setup

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Monitoring and Reporting

• Still at its dippers, but monitoring and

optimizing can be done to help your business

get best ROI

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Social Advertising

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QA

Ishai Ankri

ishaiankri@gmail.com