understanding the social media advertising landscape
DESCRIPTION
The social media advertising landscape is complex. Learn about how to set social media advertising goals and objectives, the best advertising strategies for each objective and goal, and how to measure performance that drives bottom line business growth.TRANSCRIPT
SOCIAL MEDIA ADVERTISING OVERVIEW
#KBRSOCIAL
@KatieBRobertsDecember 12, 2013
Social Media Landscape
Social Media Advertising {Goals}
Social Media Advertising
Google+
YouTube
Strategi
c Goal
s
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Unpublished Posts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
