understanding the social media advertising landscape

SOCIAL MEDIA ADVERTISING OVERVIEW

#KBRSOCIAL

@KatieBRobertsDecember 12, 2013

Social Media Landscape

Social Media Advertising {Goals}

Social Media Advertising

Facebook

Twitter

Linkedin

Google+

YouTube

Strategi

c Goal

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Community Growth ● ● ●Engagement ● ● ● ● ●Customer Retention ● ● ●Brand Awareness ● ● ● ● ●Lead Gen ● ● ● ● ●Referrals ● ● ●Conversion / Remarketing

● ● ● ●

B2B / Partnerships ● ● ● ● ●Market Research ● ●

Social Media Advertising {Objectives}

Your advertising objective is what you want people to do when they see your ads.

Ad Units {Facebook}

•Website click; Website Conversion

•Page Post Engagement; Page Likes

•Event Responses

•Reach; Brand Awareness

•Leads; Remarketing

Promoted Page Posts

•Page Post Engagement; Page Likes

•Event Responses

•Website Clicks

•Reach; Brand Awareness

Sponsored Stories

•Engagement

•Website Click

•Lead Gen

•Remarketing

Offers

•Page Post Engagement; Page Likes

•Website Clicks

•Event Responses; Offers

•Reach; Brand Awareness

•Lead Gen; Remarketing

Unpublished Posts

•Website Clicks

•Lead Gen

•Remarketing

•Offers

DR Ads

Use the different types of ads for differing business objectives and goals.

Audience Targeting {Facebook}

•Fans of Brand Page

•GOAL: Drive Page-level engagement, inbound traffic

Fans

•Friends of Brand Page Fans

•GOAL: Drive page-level engagement; enhance brand awareness efforts

Friends of Fans

•General FB Audience

•Profile-based, geo-target, interests (keywords, pages/groups)

•Community relationship (conntected to page, not connected)

•Advanced targeting: language, education, workplace

•GOAL: Drive brand awareness, page-level engagement, inbound traffic

Facebook Audience

•Website visitors

•Use of conversion pixels

•GOAL: Drive remarketing initiatives for lead gen, lead conversion

FB Exchange

•Contact Lists: Prospect Database, Customer Database, Look-alike Cluster

•Use of conversion pixels

•GOAL: Utilizing database for brand awareness, lead gen, conversion, loyalty. referrals

Custom Audiences

FBXchange {Facebook}

Custom Audiences {Facebook}

Types of Custom Audiences Lookalike cluster Targeted ad segment

Available in Power Editor How it Works:

Upload list with match criteria fields FB will search accounts for criteria match When a match exists, ad is displayed to that

user Lookalike cluster is primarily used

for lead gen Finding prospects that have interests and FB profiles similar to those that match in customer list

Ads Bidding {Facebook}

Optimization is key when bidding and building the algorithm

CPM: Optimized to get more likes or more comments (page post ads, like ads) Charged every time someone sees post (impression) Bid is set to a daily budget – FB will determine bid price per instance

CPC: Advanced bidding 3 options: Optimized to get more actions (like, comment), Optimize

for clicks, Optimize for impressions Optimize to get more likes/comments

Daily budget is used as bid, FB will determine individual ad bid performance

Optimized for impressions Optimize for clicks

Automatically optimize for more clicks Manually bid for clicks

Optimize for impressions (switches to CPM) Charged for impressions Set a bid for impression (per thousand impression)

OPE: Optimized for Engagement Optimized for likes vs. clicks vs impression

Ad Rules & Best Practices {Facebook}

Compelling copy and imagery

Be cognizant of time decay Impact on sentiment, edge

rank algorithm, and overall ad performance

Test! Test bid pricing, duration of ad,

copy, desktop vs. mobile, audience targeting

20

%rule

Twitter Ads

Drive engagement, inbound traffic, lead gen, follower growth

Ad Units include: Account Promotions Keyword and Profile targeting Interests Targeting Television Targeting Tailored Audiences

Twitter Ads

Twitter Ads

Linkedin Ads

Drive engagement, inbound traffic, lead gen, community follower growth

Targeting includes: Location Companies

Name, Category, Company Size, Industry Option to exclude specific company name

Job Title Title, Category – job function, seniority Option to exclude specific titles

Advanced Targeting: School, Skills, Group, Gender, Age

Linkedin Ads

Linkedin Ads

Questions

Have questions? Tweet me @KatieBRoberts //

#KBRSocial Facebook /Katie.B.Roberts Linkedin /KatieBRoberts

Socially Savvy?

Send resume to: Katie.Roberts@WaldenU.edu