#SSQLIVE Presentation - Online Social Media Advertising!

Social Media Advertising Workshop
SCTC – NOVEMBER 2015

Introduction
• Flip Chart - Next Session Ideas
• Health & Safety / Toilets / Dinner / Refreshments
• Wi-Fi, and have you all got a Twitter/Facebook /
LinkedIn account to use today?
• Schedule for the day – timings and format*
*First time we’ve run this course so might be a bit ambitious!

Introduction
• Black screen/red writing
• Introductions from Social Sasquatch & the Group
• Who am I
• What I do
• Introduce the person opposite
• Name/company/what they’d like to get from
today/interesting fact!
• Your Twitter names on the board - & get logged in!
• ME: @HairyHandshake – ADD ME!

Examples – What I do!
• TransferWise
• asbestosis.org.uk
• LEGO Dimensions
• Circle Agency (Experiential Marketing Agency of the year 2014)
• Sutton Coldfield Tennis Club
• WERSM (We Are Social Media)
• Event Magazine
• NCASS (National Caterers Association)
• Three60 Recruitment (Birmingham)
• Mexicana Cheese

Video Promotion Campaign
• TransferWise

Lead Generation
• asbestosis.org.uk

Concepts for Promotions
• Sutton Coldfield Tennis Club – New Members

Introduction
• What are your thoughts on Social Media
Advertising?
• Interface
• Do you use mobile apps?
• How useful are they – BENEFITS/ISSUES
• How do you use social media – Business / pleasure /
both / separate accounts?
• Generating leads – starting conversations – had any
successes?
• Networking – what hashtags/groups do you use (if any!)

EXPERIENCES
• Who has done what – anyone paid to advertise?
• Which channels
• Any questions so far?
• Most importantly…
• ‘What are you hoping to take away from todays
session?’

You’ll get out what you put in!
• What is a Workshop?
• An educational seminar emphasizing interaction
and exchange of information between a usually
small number of participants
• A meeting at which a group of people engage in
intensive discussion and activity on a particular
subject of project

What we’re going to cover
1. Developing an advertising strategy
2. Creating engaging content
3. Creating Facebook adverts
4. Creating Twitter adverts
5. Creating LinkedIn adverts
6. Optimising campaigns
7. Tracking engagement and conversions

Schedule
Workshop 1
10:30 – 11:30
Workshop 2
11:45 – 12:45
Workshop 3
13:15 – 14:15
Workshop 4
14:30 – 15:30
LUNCH!
Coffee
Coffee

Workshop Content
1. Which channels to
use?
2. Audience segmentation
3. Creating images
4. FB- Campaign
objectives
5. FB- Targeting options
6. FB- Audiences
7. FB- Advert creative!
9. Twitter ads 101
10.Twitter ads Targeting
11.LinkedIn ads 101
12.Optimising Campaigns
13.Tracking pixels
14.Google Analytics

1) Which channels to use?
• Facebook
• Twitter
• LinkedIn
• Youtube
• Pinterest
• Google+
• Tumblr
• Instagram
• SnapChat, Flickr, Vine, WeChat, MySpace…

1) Which channel to use?
• How would you describe a typical user for each of
the networks? Pick 3 channels from the last slide
and make notes on your thoughts...
• Feedback to the group...

1) Which channel to use?
• Now… think about your business/event. Where do
you think your current customers are active online,
where can you target content at them?
• Which networks best suit the needs of your
customers?
• Visual, conversational, information, event listings,
creative, video, interacting with brands…

2) Audience Segmentation
Your audience isn’t a singular
mass of people.
They’re all individuals, and
they all like and respond to
different messages and
content, and types of media

Your job is to segment your
customer base (your
audience), create content that
appeals to each of the
demographic groups, then
target them as effectively as
possible.

Benefits:
• Reduced CTA cost
• higher quality = more reach
• Better organic reach
• through sharing/engagement
• Tailored experience
• lower bounce rate

• Identify 3 different customer segments that you
could target content towards
• Age/sex/marital status/interests/children/job
title/location/income
• How would the message/content for each of the
segments be different?
• Feedback to the group!

2) Targeting
• Which social channels to use:
• Different market segments:
We’ll be investigating how you can target your
different audience segments on a range of social
channels, a bit later!

3) Creating Images
You know who you want to target, and you have
some tailored messages and ideas for engaging
content. But how do you make your posts LOOK
nice?

3) Creating Images
• www.canva.com

3) Creating Images
SHORTER COPY GENERATES MORE ENGAGEMENT!
• You’ll get a higher CTR (click through rate) if you
shorten your message
• Users will want to visit your website to find out
more
CREATE SOME INTREAGUE!

3) Creating Images
Go to www.canva.com
• Sign in with Twitter or Facebook
• Create a ‘Facebook Ad’ image for your business
that is:
• 1200px x 628px
*note that for Facebook Ads you need to have <20% text/logo coverage

4) Facebook Advertising
What are the benefits of using Facebook?
• Huge audience
• Cheap CPM (impressions)
• Massive demographic targeting database
• Range of advert objectives (website/leads/likes)
• User-friendly interface
• Fantastic reporting functionality
• Any others YOU can think of?

4) FB- Campaign objectives – LOCAL!

4) FB- Campaign objectives – LEAD GEN!

4) FB- Campaign objectives
• Which campaign objectives
could support your business
objectives?
• Have a chat and feedback to
the group

5) FB- Targeting options
• Which social channels to use:
• Different market segments:
• Here’s where we investigate how to target your
adverts at people to get the best ROI for campaigns,
and maximum REACH/ENGAGEMENT!

Facebook
Campaign
Advert Set
1
Advert 1a Advert 1b Advert 1c
Advert Set
2
Advert 2a Advert 2b Advert 2c

5) FB- Targeting options – Audience Vs Reach

Demographics

Interests & Behaviours

5) FB- Targeting options - OPTIMISATION

5) FB- Targeting options - SCHEDULING

Now it’s time to pick a business/event to use as an example!
Sutton Vintage & Arts Fair are represented today.
So lets create some potential audiences for their
page:
https://www.facebook.com/Sutton-Vintage-Arts-
Fair-132825093424878/

6) FB- Audiences
We identified the audiences, created some images,
and looked at targeting options:
‘what if you want to target your
existing database of clients, or people
who visit your website?’
We’ve got that covered!

6) FB- Audiences
• Custom Audience – Customer List

6) FB- Audiences
• Target your existing databases with new offers and
info on events – higher engagement rates
• Remove existing members/customers from new
campaigns to optimise delivery cost (reduce CPA)
• Use these to create Look-a-like audiences to
increase your reach!

6) FB- Audiences
• People generally don’t use their work email
addresses for Facebook. B2B email lists may have
lower sync-rates with Facebook
• Generally you can expect:
• B2C = 50% - 90%
• B2B = 20% - 40%

6) FB- Audiences
• Custom Audience – Website Traffic

6) FB- Audiences
• Custom Audience – Website Traffic
• Tracking pixel required on your website to tell
Facebook who has accessed your website (in the
header – really simple to set up)
• You will need to update your privacy settings to
reflect tracking – similar to a ‘cookie’ policy!
• Allows you to target campaigns at people
that visit specific parts of your website!

6) FB- Audiences
• Look A Like Audience
• Great way to reach a wider audience
• Increase your reach
• Cross references demographic data and user
preferences from any list on Facebook, to create a
BIGGER list of similar people based on:
• Age, interests, purchasing behaviour, employment etc

6) FB- Audiences
• Look A Like Audience

6) FB- Audiences
• Lets upload a couple of email lists and see what
sort of results we get:

7) FB- Advert creative!
• Image size depends on your objective – See
www.canva.com for details
• Different formats available for different campaigns
• Like campaigns – Images or video

• ALL Facebook campaigns - <20% text/logo

• Your ads will display differently in the areas you
select to publish them on Facebook!:

• Keep your objectives in mind when creating
adverts, if your trying to get sign ups on your
website, will someone want to fill a form out on
their mobile device?

• Carousel Ads! 30% - 40% higher CTR

• Adding multiple images to create range of adverts

• Choose the most appropriate CTA button, test a
few different ones!

• Different fields and how they display:

• So lets create an advert for:
• https://www.facebook.com/patina74/

8) Twitter ads 101
• Who has a Twitter account?
• Who uses Twitter regularly?
• Who’s got a Twitter Ads account?
• Who’s created/run Twitter campaigns?

8) Twitter ads 101
What are the benefits of using Twitter?
• Big audience
• Good for B2B interactions
• Good for generating conversations
• Great for targeted brand awareness
• Range of advert objectives
(website/leads/follows)
• User-friendly interface
• Any others YOU can think of?

8) Twitter ads 101
Twitter Cards
Allow users to click anywhere on your Tweet and be
directed to your website!
Can be reused with MULTIPLE Tweets to assess
which ones get the best engagement rates
Remember: Once someone clicks on your advert
and goes to your website, you can track them with
your tracking pixel and re-target them with adverts
designed specifically for them!

8) Twitter ads 101
Creating a Twitter Advert:
1. Go to https://ads.twitter.com/
2. Follow the instructions!
3. The ‘Twitter Dashboard’ (pto)

8) Twitter ads 101 – The ‘Dashboard’

8) Twitter ads 101
• Promoted Tweet Objectives:

8) Twitter ads 101
Objectives: Lead Generation

8) Twitter ads 101
Objectives: Website Card

8) Twitter ads 101
Objectives: App Installs

8) Twitter ads 101
LOADS of CTAs (call to actions) on Twitter!

9) Twitter ads - Targeting
Create New Campaign (top right)

Keyword targeting:

Follower (competitor) targeting:

TV Show Targeting! (Actually very useful!):

Your advert creative:
• Create new Tweet/Card (you can reuse the card to
save some time with multiple text combos)
• Select an existing Tweet that has performed well
• Keep your copy short and snappy, you want to
entice people to ‘find out more’ on your website!

Think about the audiences you defined earlier this
morning for your business.
Think about the types of people that use each of
the social networks - TWITTER
Create a quick advert for one of them using the
targeting options we have just looked at:
Have a go for yourselves!

8) Twitter ads 101
• Audience Editor – Same as FB Custom Website
Audiences

8) Twitter ads 101
Twitter Analytics – how things are performing:

8) Twitter ads 101
Any
Questions???

10) LinkedIn Ads 101
• Do you use LinkedIn?
• Do you have a business page?
• Have you promoted any updates?
• Do you use LinkedIn Pulse?
• Has anyone heard of Slide Share?

Using LinkedIn to advertise:
• Very good for B2B
• Target decision makers in businesses
• Leads are very well qualified (high quality)
• Can be more expensive than other channels,
usually around £1 - £4 per click
• Drive traffic to website, then retarget visitors on
cheaper channels (like Facebook!)

LinkedIn Pulse – blogging platform

• Slide Share – works great with LinkedIn & Twitter

You have 2 types of advert on LinkedIn:
• Sponsored Updates (Good for quality)
• Text Ads (Can be good for brand awareness, very cheap cost per impression)

Sponsored Update (in the newsfeed):

Text Advert (displayed in a few different places):

Creating an advert:

LinkedIn Dashboard:

Use an existing post, or create a new one!

• Upload your URL into the box to generate a web-
preview, click the photo icon to add an image!:

• As with Facebook & Twitter, you can create
multiple adverts in the same campaign to see what
works most effectively:

TARGETING OPTIONS!:

TARGETING OPTIONS!:
• Company
• Job Title
• Location
• Skills
• Gender / age (limited)
• Company size
• Seniority
• Job function
• Industry
• Education

Lets run through a couple of examples from the
room. B2B relationships work best with LinkedIn.
Remember that with LinkedIn, it’s quality, not
quantity, we don’t need a huge audience to make a
campaign successful if we target the desired people.

11) LinkedIn ads 101
Think about the audiences you defined earlier this
morning for your business.
Think about the types of people that use each of
the social networks - LINKEDIN
Create a quick advert for one of them using the
targeting options we have just looked at:
Have a go for yourselves!

12) Optimising your Campaigns
• Remember, not everyone will click on your advert!
• The better quality the ad, the better results you’ll
get
• Cheaper per impression/reach/engagement
• More chance of organic reach  engagement
(people sharing a post)
• Make your ads APPEALING to your audience

• Test adverts across different channels, you can’t
always predict user behaviour!
• www.asbestosis.org.uk
• Which channel is giving you the lowest ‘metric
value’ – against your objective
• CPC – cost per [website/post] click
• CPA – cost per acquisition
• CPM – cost per 1,000 impressions

• Look for themes as to what is working on each of
the channels you try, then work out why:
• Age
• Gender
• Different interests
• Placements – mobile/desktop/other

• If its mainly men clicking, are your ads too
masculine? Think about splitting audience or
updating your ad creative

• If most of your clicks are from mobile, is your
landing page optimised for mobile devices?
• You could run a separate campaign for desktop

• If your CPC is increasing and website clicks
declining, think about refreshing your ad. Try some
new images and/or copy

• Run multiple adverts simultaneously
• Twitter/Facebook/LinkedIn will all optimise ads in an
advert set automatically

• Test different audiences, try people that are work in
different areas, expressed interests in different pages, live
in different geographical locations:

• Thinking about your audiences segmentation earlier, the
targeting options we’ve explored, and what you’ve learned
today:
• How would you now segment/target adverts for
your audience, and what would you test?
• How would your adverts differ based on your
audience segments?

13) Tracking Pixels (or pixel tags)
We mentioned these this morning. These allow you to:
• Track website visitors anonymously (their accounts)
• Retarget adverts to them
• Target different adverts depending on which pages
they have visited:
• Eg NCASS Training Campaign

13) Tracking Pixels
• Level 1 click = Level 1 retargeting campaign
• …...etc

13) Tracking Pixels
Facebook – Go to your Ads Manager Homepage

13) Tracking Pixels
• Create and install your pixel
• Create your Facebook pixel in seconds, then simply paste the
code into the header of your website to get started
• Create Custom Audiences
• Easily create audiences based on activity on your website.
Remarket to everyone who visits your site, or define rules for
people who visit specific pages or take specific actions
• Track the actions that matter
• The pixel automatically tracks visits across your website. You
can also add events to track actions such as viewing specific
content, adding products to a basket or making a purchase

13) Tracking Pixels
• Create the code and paste between header tags on website – THAT’S IT!

13) Tracking Pixels
Twitter– Go to the Twitter Ads Dashboard

13) Tracking Pixels
• Complete the details, generate your code and add it to your website!:

13) Tracking Pixels
• You could have specific product pages set up
• Categorize your products
• Retarget with images of products visitors looked at
• Offer them 1-2-1 consultation with a member of staff
• If people visit your blog, target them with ads to
encourage them to sign up for newsletters
• Target offers at people that have visited your
website but not signed up/purchased (using
‘exclude custom audience functionality’)

13) Tracking Pixels
• So you’ve created your campaigns, installed your
tracking pixels, now you need to think about your
RETARGETING CAMPAIGNS.
• When people visit your website, and look
at specific pages, what sort of
retargeting campaigns could you create?
*Retargeting campaigns can perform up to 7x better than a
standard campaign!

14) Google Analytics
Google Analytics is a web analytics service offered
by Google that tracks and reports website traffic

How are we going to use it with our Social Media
Campaigns?
UTM CODES – with a drive traffic to website objective!
A UTM code is a simple code that you can attach to
a custom URL in order to track a source, medium,
and campaign name. This enables Google Analytics
to tell you where searchers came from as well as
what campaign directed them to you

You may have noticed these before?
Normal URL:
http://www.ncasstraining.co.uk
URL with tracking code:
http://www.ncasstraining.co.uk/?utm_source=Facebook&utm_mediu
m=NCASS+Training+Website&utm_content=Carousel+&utm_campai
gn=Instagram+1
Shortened URL can hide the UTM code from the user!:
http://goo.gl/5lPAo6

Click this link to go to the Google UTM Code
Generator:
https://support.google.com/analytics/answer/103386
7?hl=en

UTM Codes allow Google Analytics to track your
behaviour on a website once you visit it. You can create
different codes for each of your campaigns to help you
differentiate between them.
You can specify:
• Campaign Source (eg Facebook or LinkedIn)
• Campaign Medium (eg website traffic or like campaign)
• Campaign Term (eg monthly or 9-5 / Mon-Fri promotion)
• Campaign Content (eg blog or customer comments)
• Campaign Name* this is what is displayed in Google Analytics

Set up custom goals to allow you measure pretty
much anything you like on your website!

• To find out more, keep your eyes peeled for the
#SSQLIVE Newsletters, one of next years
#SSQLIVE Workshops will be covering these
topics in more detail!
TRACKING & GOOGLE ANALYTICS

Slides will be sent around
via Slide Share on Monday
The End

Ideas for future workshops
in 2016 much appreciated
The End

Please leave me some feedback:
• Twitter. @hairyhandshake
• Facebook. /socialsasquatch
• LinkedIn. theoliverjenkins
The End

Drinks are on me if
anyone fancies a
glass of wine/pint/tequila!
The End

#SSQLIVE Presentation - Online Social Media Advertising!

#SSQLIVE Presentation - Online Social Media Advertising!

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