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TRADA’S SUMMER WEBINAR SERIES                       Optimizing                       Social Ads                       with...
Optimizing Social Ads with Paid                Search   Meet Your Speakers   Dan Peterson   Founder, Attis Media   Trada O...
Optimizing Social Ads with Paid                Search   Meet Your Speakers   Chad Hacker   Director of Optimizer Enablemen...
Optimizing Social Ads with Paid                Search   Meet Your Speakers   Anna Sawyer   Marketer, Trada   AdWords Quali...
Optimizing Social Ads with Paid                Search  #PPCandSocial   Use the   hashtag today   and win a cool   $25.    ...
Optimizing Social Ads with Paid                  Search  Why Social Ads?  Why Now?   Facebook will   hit the 1B user   mar...
Optimizing Social Ads with Paid                Search  Why Social Ads?  Why Now?   Twitter has   465 million   accounts.  ...
Optimizing Social Ads with Paid                Search  Why Social Ads?  Why Now?   It’s brand-new traffic.                ...
Optimizing Social Ads with Paid                Search  Why Social Ads?  Why Now?   You can   measure it.                  ...
Optimizing Social Ads with Paid                Search                     67%                     of a brand’s Twitter fol...
Optimizing Social Ads with Paid                Search  Measuring  Social  Reconsider the   value of an   engaged fan, a   ...
Optimizing Social Ads with Paid                Search   Why advertise   when you can   engage for    Twitter/FB/LinkedIn a...
Optimizing Social Ads with Paid                Search   What is free?                                             @Trada#P...
Optimizing Social Ads with Paid                  Search PPC Needs Social Media• Consumers exposed to a brand’s influenced s...
Optimizing Social Ads with Paid                Search Social Needs PPC (and that’s what this webinar is about)• Test    ad...
Optimizing Social Ads with Paid                Search PPC Generates Data •Ad copy (CTR, conversion rate)    -   Promotions...
Optimizing Social Ads with Paid                Search   The Bottom   Line: of paid search as   Think    more than just a l...
Optimizing Social Ads with Paid                Search   Learn How to Use PPC Data            Facebook be smart about targe...
Optimizing Social Ads with Paid                Search   Facebook Ads    Collect fans,    downloads,    event    registrati...
Optimizing Social Ads with Paid                Search     Basic      ads                                             @Trad...
Optimizing Social Ads with Paid                Search   Sponsored     stories                                             ...
Optimizing Social Ads with Paid                Search   Facebook Ads    age             likes    fans            friends  ...
Optimizing Social Ads with Paid                Search   Facebook Targeting   Predictable targeting:   • Age   • Location  ...
Optimizing Social Ads with Paid        Search  Facebook Targeting    Use Facebook’s    targeting    potential:    organize...
Optimizing Social Ads with Paid                  Search   Facebook Targeting    Ad group: affluent    female luxury travel...
Optimizing Social Ads with Paid                Search   Facebook Targeting   Persona targeting:   • Age      • Gender   • ...
Optimizing Social Ads with Paid                Search   Facebook    You CAN    use    Facebook    for direct    response. ...
Optimizing Social Ads with Paid                Search   Facebook    Which offers    tested well    in your PPC    campaign...
Optimizing Social Ads with Paid                Search   LinkedIn Ads    Engage a    professional    audience,    drive tra...
Optimizing Social Ads with Paid                Search    Text ad     Self-    service      ads                            ...
Optimizing Social Ads with Paid                Search   LinkedIn Ads   161M+ 107 M+   members worldwide               mont...
Optimizing Social Ads with Paid                Search   LinkedIn Ads   Use ads that perform well in PPC to   write LinkedI...
Optimizing Social Ads with Paid                Search   LinkedIn Ads   Don’t assume you can use them   verbatim!          ...
Optimizing Social Ads with Paid                Search   LinkedIn Ads    Test versions of your original PPC    message.    ...
Optimizing Social Ads with Paid                Search   LinkedIn Ads    Test versions of your original PPC    message.    ...
Optimizing Social Ads with Paid                Search   LinkedIn Ads    Drive traffic to    landing pages    that tested w...
Optimizing Social Ads with Paid                Search   LinkedIn Ads    Consider adding a LinkedIn Lead    Collection Bar....
Optimizing Social Ads with Paid                Search   Twitter   Promotions/   events/coupons   Brand   awareness:   expo...
Optimizing Social Ads with Paid                Search   Twitter    What’s unique about the way    Twitter users engage?   ...
Optimizing Social Ads with Paid                Search   Twitter    All of these actions apply to    Twitter’s ad options, ...
Optimizing Social Ads with Paid                Search   Twitter    Who is using    Twitter                        2 013   ...
Optimizing Social Ads with Paid                Search   Twitter  Promoted  Account                Promoted                ...
Optimizing Social Ads with Paid                Search   Twitter    Promoted Tweets                                        ...
Optimizing Social Ads with Paid                Search   Twitter    Promoted Account                                       ...
Optimizing Social Ads with Paid                Search   Twitter    Promoted Trends    (Not available in    the self-serve ...
Optimizing Social Ads with Paid        Search  Twitter  Identify top-performing PPC  keywords.  Use them as hashtags in yo...
Optimizing Social Ads with Paid                Search   Twitter    Rules of the game:    Have a    Twitter    presence.   ...
Optimizing Social Ads with Paid                Search   Twitter    Rules of the game:    Make it    shareable.            ...
Optimizing Social Ads with Paid                Search                             #   Twitter    Rules of the game:    Use...
Optimizing Social Ads with Paid                Search   Twitter    Rules of the game:    Encourage an    action (click,   ...
Optimizing Social Ads with Paid                Search   Twitter    Rules of the game:    Play to    Twitter’s    strengths...
Optimizing Social Ads with Paid                Search   Twitter    Rules of the game:    Say    something    new.         ...
Optimizing Social Ads with Paid                Search   Tracking = Results                                             @Tr...
Optimizing Social Ads with Paid                Search   PPC Landing Page   Makeover   1. Architect your PPC campaign: Work...
Optimizing Social Ads with Paid                Search   PPC Landing Page   Makeover   Be a part of it! Send   your landing...
Optimizing Social Ads with Paid                Search   You need   search.another   Without    data-generating    marketin...
Optimizing Social Ads with Paid                Search   You need   search. to   You need    continue to    optimize search...
Optimizing Social Ads with Paid                Search   You need   search. needs   Your data    to be clean, up-    to-dat...
Optimizing Social Ads with Paid                SearchTrada can help.The Trada Marketplace is a communityof advertising exp...
Optimizing Social Ads with Paid                SearchMultiple experts work on yourcampaign at the same time.Trada’s Optimi...
Optimizing Social Ads with Paid                SearchAnd you have access to all thedata.                                  ...
Optimizing Social Ads with Paid                     SearchWhat to expect when you joinTrada:  1       2      3       4You ...
Optimizing Social Ads with Paid                SearchCase Study:                                            40% IN        ...
Optimizing Social Ads with Paid          SearchCase Study:Turbine“The Trada marketplace quickly made mecomfortable enough ...
Optimizing Social Ads with Paid                SearchType “I’d like ademo!”into the chat box.Live demo,20 minutesPersonali...
Optimizing Social Ads with Paid                Search   Need Help with   Social Ads?   Dan Peterson   Founder, Attis Media...
?                 Optimizing Social Ads with Paid                 Search                                    After the webi...
Optimizing Social Ads with Paid                Search   Testimonials?    What did you think of    this webinar? What    wo...
?                 Optimizing Social Ads with Paid                 Search                                    After the webi...
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Trada Webinar - Optimizing Social Ads with PPC

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  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Consumers who are FB fans or Twitter followers of a brand are more likely to not only recommend, but they are also more likely to buy from those brands than they were before becoming fans/followers. \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
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  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
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  • Covert your customers through paid search and have them become your facebook fans after\nThey need to know where to find your social channel to stay top-of-mind\nExample: Card Gnome: drove a mother’s day sales on paid search – continued to stay top of mind by running social \n
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  • Transcript of "Trada Webinar - Optimizing Social Ads with PPC"

    1. 1. TRADA’S SUMMER WEBINAR SERIES Optimizing Social Ads with Paid SearchReach a new audience. Increase conversions. Drive down your CPA.
    2. 2. Optimizing Social Ads with Paid Search Meet Your Speakers Dan Peterson Founder, Attis Media Trada Optimizer, Level 5 Paid Search and LinkedIn Ads Expert @clickassppc COMPANIES WORKED WITH: @Trada#PPCandSocial
    3. 3. Optimizing Social Ads with Paid Search Meet Your Speakers Chad Hacker Director of Optimizer Enablement, Trada Facebook Ads and Paid Search Expert @cmhacker COMPANIES WORKED WITH: @Trada#PPCandSocial
    4. 4. Optimizing Social Ads with Paid Search Meet Your Speakers Anna Sawyer Marketer, Trada AdWords Qualified Individual Paid Search Educator @annafsawyer COMPANIES WORKED WITH: @Trada#PPCandSocial
    5. 5. Optimizing Social Ads with Paid Search #PPCandSocial Use the hashtag today and win a cool $25. @Trada#PPCandSocial
    6. 6. Optimizing Social Ads with Paid Search Why Social Ads? Why Now? Facebook will hit the 1B user mark in August. Source: iCrossing, 2012 @Trada#PPCandSocial
    7. 7. Optimizing Social Ads with Paid Search Why Social Ads? Why Now? Twitter has 465 million accounts. @Trada#PPCandSocial
    8. 8. Optimizing Social Ads with Paid Search Why Social Ads? Why Now? It’s brand-new traffic. @Trada#PPCandSocial
    9. 9. Optimizing Social Ads with Paid Search Why Social Ads? Why Now? You can measure it. @Trada#PPCandSocial
    10. 10. Optimizing Social Ads with Paid Search 67% of a brand’s Twitter followers are more likely to buy from you 51% of a brand’s Facebook followers are more likely to buy from you --CMB, 2011 @Trada#PPCandSocial
    11. 11. Optimizing Social Ads with Paid Search Measuring Social Reconsider the value of an engaged fan, a retweet, a click on a LinkedIn ad. @Trada#PPCandSocial
    12. 12. Optimizing Social Ads with Paid Search Why advertise when you can engage for Twitter/FB/LinkedIn ads are at the top of the sales funnel. Traditional Twitter/FB social media efforts are in the middle of funnel, defined by quality content. Paid search is at the bottom of funnel - it is defined by intent. @Trada#PPCandSocial
    13. 13. Optimizing Social Ads with Paid Search What is free? @Trada#PPCandSocial
    14. 14. Optimizing Social Ads with Paid Search PPC Needs Social Media• Consumers exposed to a brand’s influenced social media and paid search are 2.8x more likely to search for that brand’s products• There was a 50% CTR increase in paid search when consumers were exposed to both influenced social media and paid search• There was a 42-point lift in searcher penetration around brand product terms when consumers were Source: GroupM Search, Comscore, 2012 exposed to both influenced social media and paid search compared to paid alone @Trada#PPCandSocial
    15. 15. Optimizing Social Ads with Paid Search Social Needs PPC (and that’s what this webinar is about)• Test ads in real-time.• Come to the table with pre-vetted landing pages.• Identify targeting for social by writing PPC ads for personas. @Trada#PPCandSocial
    16. 16. Optimizing Social Ads with Paid Search PPC Generates Data •Ad copy (CTR, conversion rate) - Promotions - Value props - Voice - Targeting, personas (who are you writing the ad for?) - Crazy ideas (like bidding on competitors, being wacky, negative language) •Keywords (CTR, conversion rate) •Landing pages (conversion rate) •Time of day/week/year @Trada#PPCandSocial
    17. 17. Optimizing Social Ads with Paid Search The Bottom Line: of paid search as Think more than just a lead generator. The data it produces is immensely valuable. @Trada#PPCandSocial
    18. 18. Optimizing Social Ads with Paid Search Learn How to Use PPC Data Facebook be smart about targeting LinkedIn test ad copy Twitter learn who to target with Promoted Tweets @Trada#PPCandSocial
    19. 19. Optimizing Social Ads with Paid Search Facebook Ads Collect fans, downloads, event registrations. @Trada#PPCandSocial
    20. 20. Optimizing Social Ads with Paid Search Basic ads @Trada#PPCandSocial
    21. 21. Optimizing Social Ads with Paid Search Sponsored stories @Trada#PPCandSocial
    22. 22. Optimizing Social Ads with Paid Search Facebook Ads age likes fans friends interests education birthday event RSVPs apps timeline content @Trada#PPCandSocial
    23. 23. Optimizing Social Ads with Paid Search Facebook Targeting Predictable targeting: • Age • Location • Education level @Trada#PPCandSocial
    24. 24. Optimizing Social Ads with Paid Search Facebook Targeting Use Facebook’s targeting potential: organize PPC ad groups based on your buyer personas.#PPCandSocial @Trada
    25. 25. Optimizing Social Ads with Paid Search Facebook Targeting Ad group: affluent female luxury travelers Girls’ Night Out Hyde Bellagio is THE premiere Vegas night destination. hydebellagio.com/girlsnightout Pack Your Stilettos Luxury on the Strip Hyde Bellagio is THE Hyde Bellagio is THE premiere Vegas night destination. premiere Vegas night destination. hydebellagio.com/stilettos hydebellagio.com/luxury @Trada#PPCandSocial
    26. 26. Optimizing Social Ads with Paid Search Facebook Targeting Persona targeting: • Age • Gender • Location • Interests @Trada#PPCandSocial
    27. 27. Optimizing Social Ads with Paid Search Facebook You CAN use Facebook for direct response. @Trada#PPCandSocial
    28. 28. Optimizing Social Ads with Paid Search Facebook Which offers tested well in your PPC campaign? @Trada#PPCandSocial
    29. 29. Optimizing Social Ads with Paid Search LinkedIn Ads Engage a professional audience, drive traffic to landing pages. @Trada#PPCandSocial
    30. 30. Optimizing Social Ads with Paid Search Text ad Self- service ads @Trada#PPCandSocial
    31. 31. Optimizing Social Ads with Paid Search LinkedIn Ads 161M+ 107 M+ members worldwide monthly unique visitors +2 new 50% members per second of users are business decision makers in their company Source: comScore and LinkedIn @Trada#PPCandSocial
    32. 32. Optimizing Social Ads with Paid Search LinkedIn Ads Use ads that perform well in PPC to write LinkedIn ads. @Trada#PPCandSocial
    33. 33. Optimizing Social Ads with Paid Search LinkedIn Ads Don’t assume you can use them verbatim! 0.1% CTR 0.1% CTR 0.1% CTR @Trada#PPCandSocial
    34. 34. Optimizing Social Ads with Paid Search LinkedIn Ads Test versions of your original PPC message. @Trada#PPCandSocial
    35. 35. Optimizing Social Ads with Paid Search LinkedIn Ads Test versions of your original PPC message. Increased CTR by 400% @Trada#PPCandSocial
    36. 36. Optimizing Social Ads with Paid Search LinkedIn Ads Drive traffic to landing pages that tested well in PPC. @Trada#PPCandSocial
    37. 37. Optimizing Social Ads with Paid Search LinkedIn Ads Consider adding a LinkedIn Lead Collection Bar. @Trada#PPCandSocial
    38. 38. Optimizing Social Ads with Paid Search Twitter Promotions/ events/coupons Brand awareness: exposure to new audience Amplification @Trada#PPCandSocial
    39. 39. Optimizing Social Ads with Paid Search Twitter What’s unique about the way Twitter users engage? @reply retweeting clicking links favoriting @Trada#PPCandSocial
    40. 40. Optimizing Social Ads with Paid Search Twitter All of these actions apply to Twitter’s ad options, too. @reply retweeting clicking links favoriting @Trada#PPCandSocial
    41. 41. Optimizing Social Ads with Paid Search Twitter Who is using Twitter 2 013 advertising? 2011 Big brands Everyone* @Trada#PPCandSocial
    42. 42. Optimizing Social Ads with Paid Search Twitter Promoted Account Promoted Tweet Promoted Trend @Trada#PPCandSocial
    43. 43. Optimizing Social Ads with Paid Search Twitter Promoted Tweets @Trada#PPCandSocial
    44. 44. Optimizing Social Ads with Paid Search Twitter Promoted Account @Trada#PPCandSocial
    45. 45. Optimizing Social Ads with Paid Search Twitter Promoted Trends (Not available in the self-serve platform) @Trada#PPCandSocial
    46. 46. Optimizing Social Ads with Paid Search Twitter Identify top-performing PPC keywords. Use them as hashtags in your traditional Twitter and promoted Tweets. Use them to inform keyword @Trada#PPCandSocial buying for Promoted Tweets.
    47. 47. Optimizing Social Ads with Paid Search Twitter Rules of the game: Have a Twitter presence. Provide value. @Trada#PPCandSocial
    48. 48. Optimizing Social Ads with Paid Search Twitter Rules of the game: Make it shareable. @Trada#PPCandSocial
    49. 49. Optimizing Social Ads with Paid Search # Twitter Rules of the game: Use hashtags. @Trada#PPCandSocial
    50. 50. Optimizing Social Ads with Paid Search Twitter Rules of the game: Encourage an action (click, share). @Trada#PPCandSocial
    51. 51. Optimizing Social Ads with Paid Search Twitter Rules of the game: Play to Twitter’s strengths (immediate, brief, @Trada#PPCandSocial
    52. 52. Optimizing Social Ads with Paid Search Twitter Rules of the game: Say something new. @Trada#PPCandSocial
    53. 53. Optimizing Social Ads with Paid Search Tracking = Results @Trada#PPCandSocial
    54. 54. Optimizing Social Ads with Paid Search PPC Landing Page Makeover 1. Architect your PPC campaign: Work backward for profitable alignment between landing pages and ads. 2. Optimize for conversion: Walk away with five essential design and copy elements that will increase your conversion rate. 3. Beat your competitors: Use PPC testing to differentiate yourself and snag your competitions customers. @Trada#PPCandSocial
    55. 55. Optimizing Social Ads with Paid Search PPC Landing Page Makeover Be a part of it! Send your landing page URLs to: landingpage@trada.co m. @Trada#PPCandSocial
    56. 56. Optimizing Social Ads with Paid Search You need search.another Without data-generating marketing channel, your social efforts are shots in the dark. @Trada#PPCandSocial
    57. 57. Optimizing Social Ads with Paid Search You need search. to You need continue to optimize search - it’s your way to capture and learn about customers. @Trada#PPCandSocial
    58. 58. Optimizing Social Ads with Paid Search You need search. needs Your data to be clean, up- to-date and relevant. @Trada#PPCandSocial
    59. 59. Optimizing Social Ads with Paid SearchTrada can help.The Trada Marketplace is a communityof advertising experts. When you join Trada, you have access to these experts. They do the work of paid search advertising while you maintain complete control. @Trada#PPCandSocial
    60. 60. Optimizing Social Ads with Paid SearchMultiple experts work on yourcampaign at the same time.Trada’s Optimizer Communityhas experienced paid search TRADA YOUexperts, like Dan, who are driven OPTIMIZERSto beat your goals. They buildand manage your campaigns Research Save timeprofitably for you. keywords Get a better ROI Write ad copy Maintain control of your brand Bid Competitively and message Generate Keywords Design ad groups @Trada#PPCandSocial Test & optimize
    61. 61. Optimizing Social Ads with Paid SearchAnd you have access to all thedata. @Trada#PPCandSocial
    62. 62. Optimizing Social Ads with Paid SearchWhat to expect when you joinTrada: 1 2 3 4You work with Optimizers build Your campaign is Your OptimizerTrada to set goals out your launched in the team continuesfor your campaign campaign with Marketplace and to curate andand we work with keywords, ads serves ads on improve youryou to fully and bidding Google and campaign,understand your strategies. You Yahoo/Bing. maximizing yourbusiness. approve all of ROI. their work before @Trada#PPCandSocial it goes live.
    63. 63. Optimizing Social Ads with Paid SearchCase Study: 40% IN INCREASE CLICK-THROUGHTurbine RATE 20% IN INCREASE CONVERSION RATE 283 UNIQUE ADS CAMPAIGN STATS 15 PAID SEARCH EXPERTS 16% REDUCTION IN COST-PER- 5775 CONVERSION KEYWORDS @Trada#PPCandSocial
    64. 64. Optimizing Social Ads with Paid SearchCase Study:Turbine“The Trada marketplace quickly made mecomfortable enough to ‘take my hands off thewheel’ onpaid search.Trada’s paid search experts know our industrylingo and are running on all cylinders, drivinghigh volumes to our Dungeons & Dragons onlinegaming service.” – Chase Huber,#PPCandSocial Director of Advertising @Trada
    65. 65. Optimizing Social Ads with Paid SearchType “I’d like ademo!”into the chat box.Live demo,20 minutesPersonalizedcampaign assessmentAsk questions,get solutions @Trada#PPCandSocial
    66. 66. Optimizing Social Ads with Paid Search Need Help with Social Ads? Dan Peterson Founder, Attis Media Trada Optimizer, Level 5 Paid Search and LinkedIn Ads Expert @clickassppc COMPANIES WORKED WITH: @Trada#PPCandSocial
    67. 67. ? Optimizing Social Ads with Paid Search After the webinar, check your email for this free guide, Social Ads: 5 Ways to Beat the Odds @clickassppc@cmhacker @annafsawyer @Trada #PPCandSocial
    68. 68. Optimizing Social Ads with Paid Search Testimonials? What did you think of this webinar? What would you like to see more of? Please type your feedback into the chat box! @Trada#PPCandSocial
    69. 69. ? Optimizing Social Ads with Paid Search After the webinar, check your email for this free guide, Social Ads: 5 Ways to Beat the Odds @clickassppc@cmhacker @annafsawyer @Trada #PPCandSocial
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