social media advertising and measurement

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MELONIE GALLEGOS

Social Media Advertising and Measurement

@MELONIE

Social Network Ad Spending $23.68 billion Worldwide

•33.5% increase from 2014 worldwide•US & China leading 50% worldwide market•16% of all digital ad spending by 2017•$9.59 billion US 2015•Spend $50 per user in 2015•Facebook advertising consists of 64% market, Twitter 8.8%, LinkedIn 3.8%

Source: emarketer.com “Social Network Ad Spending Hit 23.68 Billion Worldwide”

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Who’s Advertising?

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AND, ADVERTISING IS NECESSARY FOR A SUCCESSFUL CONTENT PROGRAM

CONTENT MARKETING is your advertising program.

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Top Social Traffic Drivers #1

#2

#3

+

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Instagram Tops Engagement

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Now, anyone can advertise on Instagram.

•Direct response ads with linking•Available for all business, big and small•Self-service interface•Create and Buy with Facebook Ads

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100% INSTAGRAM

100% SNAPCHAT

87% FACEBOOK

80% TWITTER

50% LINKEDIN

50% YOUTUBE

Social media is mobile first.

Advertising, content & landing pages must be made for MOBILE.

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What To Measure

LINKS | BLOGS | OFFERS

CPC links CTR links

PHOTOS | VIDEOS | CONVERSATIONS

CPECTR ad

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Measuring Facebook advertising isn’t straightforward.

CPC ad links vs. CPC web linksCTR ad links vs. CTR web links

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The benefits of not boosting your Facebook post.

Boosting A Post•Optimizes for

engagement•Default CPE•CPC = clicks anywhere

on the ad•Link clicks generally

more expensive•To fans and friends in

geographies

Web Link Ad•Optimizes for link clicks•Default CPC = link•Highly targeted•More efficient spend for traffic•Higher CTR

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Top 3 Ways To Target Customers

Interests

Email List

Website Visitors

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Case Study

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Content

InfographicsAd Type

Promoted Pin Traffic CampaignTest

Education vs. ProductTarget

KeywordsMeasure

Web Clicks

Product VS. Technique

• Running• Running shoes for

high arches• Running shoes for

flat feet

248 REPINS 413

228 CLICKS 102

1.4% CTR .11%

$0.44 CPC $0.66

• Cycling• Road cycling• Road cycling

workout

No Sales Permitted

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Content

Website URL’sAd Type

Carousel AdTest

Blogs vs. ProductsTarget

Email list, running + fitnessMeasure

Web Clicks

Content VS. ProductsRunning Guides $0.26 CPC link | 2.75% ad CTR | 2.43% link CTR | 385 link clicks

Running Shoes $0.33 CPC link | 2.26% ad CTR | 1.85% link CTR | 305 link clicks

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ROI ChecklistUse the right type of adHave a content strategyDon’t forget the CTAUse Google Analytics parameters (tags)Set Google Analytics GoalsIdentify Google Analytics eventsTrack shopping cart revenueTwitter & Facebook ad pixel

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QUESTIONS?

Thank You

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