The Basics Of Social Media Advertising


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The Basics Of Social Media Advertising

  1. 1. The Basics of Social Media Advertising<br />February 17, 2010<br />1:00 PM – 2:00 PM (EDT)<br />
  2. 2. Who We Are<br />Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.<br />Ehren Reilly<br />Clickable Search Marketing Guru & Social Media Expert<br />Max Kalehoff<br />Clickable Search Marketing Guru & Vice President of Marketing<br />2/17/10<br />2<br />
  3. 3. Agenda<br />Our Goal Today: Introduce the Basics of Social Media Advertising.<br />The basics of social media advertising’s costs, ad copy restrictions and bidding procedures.<br />What you need to know to make an informed decision about whether to advertise on social media networks.<br />Strategies for “hyper-targeting” users on Facebook and MySpace.<br />Incorporating social media advertising into a larger social media strategy that includes Twitter feeds, Facebook fan pages and presence on MySpace pages.<br />2/17/10<br />3<br />
  4. 4. History of Social Media<br />2/17/10<br />4<br />
  5. 5. Social Media Today<br /><ul><li>Online media that facilitates social interaction
  6. 6. Users of social media sites interact and communicate with one another.
  7. 7. Users have identities or profiles that contain information about themselves (social, cultural, demographic, psychographic).
  8. 8. Users can create connections with one another by becoming “friends” or “following” one another.</li></ul>2/17/10<br />5<br />
  9. 9. Social Media Advertising Audience<br /><ul><li>Facebook: 350 million members, 80 million unique users each month.
  10. 10. MySpace: 250 million members, 60 million unique users each month.
  11. 11. Twitter: 75 million members, 55 million unique users each month.</li></ul>2/17/10<br />6<br />
  12. 12. Where Does Social Media Advertising fit into Your Overall Advertising Plan?<br />What is the purpose of your advertising?<br /><ul><li>Branding: engaging your audience and fans:
  13. 13. Create a page with useful, current information.
  14. 14. Integrate social media features into your website.
  15. 15. Direct Response: performance advertising:
  16. 16. Create a social PPC campaign.
  17. 17. Track performance against your other direct response channels (SEM, email, etc.)
  18. 18. Spend more in whichever channels yield best results.</li></ul>2/17/10<br />7<br />
  19. 19. Advertising on Social Media Sites<br />Pages or Profiles<br />Pay-per-click (PPC) ads<br />2/17/10<br />8<br />
  20. 20. Social Media Profile Pages<br /><ul><li>Profile pages are like miniature Web pages within social media sites.
  21. 21. Any company, brand or organization can make an advertiser page for free.
  22. 22. Customers and potential customers can become “friends” or “fans” or your business or brand.
  23. 23. Can include information about your business, such as:
  24. 24. Hours
  25. 25. Location
  26. 26. Website
  27. 27. Menu/list of services
  28. 28. Can (and should) include other dynamic content, such as:
  29. 29. Your updates (e.g., “Sale this week only!”)
  30. 30. Comments left by your customers and fans
  31. 31. RSS feed of your blog</li></ul>2/17/10<br />9<br />
  32. 32. Social Media Profile Pages<br />2/17/10<br />10<br />
  33. 33. Social Media Profile Pages<br />2/17/10<br />11<br />
  34. 34. Social Media Profile Pages<br />2/17/10<br />12<br />
  35. 35. Social Media Profile Pages<br />2/17/10<br />13<br />
  36. 36. Social Media Profile Pages<br />2/17/10<br />14<br />
  37. 37. Best Practices for Social Media Pages<br /><ul><li>Include useful information about your business.
  38. 38. Take advantage of the ability to mass-message your fans/friends/followers.
  39. 39. Status updates on Facebook appear in fans’ news feeds.
  40. 40. MySpace bulletins appear in friends’ inboxes. Status updates appear in their news feeds.
  41. 41. Tweets on Twitter are read by your followers.
  42. 42. Decide whether to display your customers’ comments.
  43. 43. If you do, you’ll need to moderate them.
  44. 44. If you don’t, you’ll need to fill that blank space somehow.
  45. 45. Don’t create a page just because, and then leave it blank, out-of-date, or ugly. It’d be better to not have one at all.</li></ul>2/17/10<br />15<br />
  46. 46. Who Should Create a Social Media Profile Page?<br /><ul><li>If you have real-world fans or members:
  47. 47. Local pizza place, ice cream shop, coffee house
  48. 48. Consumer brands
  49. 49. Membership-based organization (church, club)
  50. 50. If you have a service or product that people might search for on Facebook.
  51. 51. Resultsarelocalized
  52. 52. Not a lot of competition
  53. 53. If you want to provide your customers with a hip, casual way to interact with you and each other.
  54. 54. If you want to be able to target advertising and messages specifically to your fans.</li></ul>2/17/10<br />16<br />
  55. 55. Social Media Pay Per Click Ads<br /><ul><li>Social PPC ads are like SEM content match ads
  56. 56. Auction-based, PPC pricing
  57. 57. Ads appear within content pages (not search results pages)
  58. 58. Typical click-through rates (CTR) are comparable
  59. 59. Ads are narrowly targeted to a niche audience
  60. 60. Important differences from content match ads
  61. 61. Targeting: Social/demographic, not contextual.
  62. 62. Ad creative formats: 125 character descriptions, should always include names.
  63. 63. Account structure: No ad groups.</li></ul>2/17/10<br />17<br />
  64. 64. Social Media PPC Ads: Ad Targeting<br /><ul><li>Ads are targeted based on information in the user’s profile</li></ul>Geographic location<br />Age<br />Gender/sex<br />Language<br />Cultural interest / Hobby / Fan Status<br />Education level<br />Relationship / Marital Status<br />Occupation<br />Parental Status<br />Workplace / Employer<br />Sexual Orientation<br />College / Alma Mater<br />College Major<br /><ul><li>Advertisers can define their target audience using any combination of these parameters.
  65. 65. Best practice: Target your audience as narrowly as you can.</li></ul>2/17/10<br />18<br />
  66. 66. Social Media Ads are not contextually based on page content. They are always targeted to the user’s profile data.<br />Ads are for a 30-year-old college-educated male in Baltimore.<br />2/17/10<br />19<br />
  67. 67. Social Media PPC Ads: Ad Creative<br /><ul><li>Destination URL
  68. 68. Title (25 chars)
  69. 69. Body text (125 chars)
  70. 70. Image (optional)
  71. 71. Best Practices
  72. 72. Everything that’s good writing practice for SEM still applies.
  73. 73. Include an image.
  74. 74. Directly address your target audience by age, gender, location and interest.</li></ul>2/17/10<br />20<br />
  75. 75. Social Media PPC Ads: Management, Structure & Optimization<br /><ul><li>No groupings of ads into ad groups or campaigns
  76. 76. Each “ad” pairs targeting options with single ad copy
  77. 77. Budgets and bids are set on individual ads
  78. 78. Best Practices
  79. 79. Create many small, narrowly-targeted ads.
  80. 80. Track conversion rates and ROI separately for each ad.</li></ul>2/17/10<br />21<br />
  81. 81. SEM Account Structure<br />Campaign: Set budget (contains ad groups)<br />Ad Group 2<br />keywords ↔ ads<br />Ad Group: (contains targeting parameters & ads) <br />Ads:<br />Keywords:<br />pizza<br />Ad Group 3<br />keywords ↔ ads<br />pizza delivery<br />order pizza<br />pizza online<br />Ad Group 4<br />keywords ↔ ads<br />cheap pizza<br />2/17/10<br />22<br />
  82. 82. Social Ad Account Structure<br />Ad: Set budget <br />(contains targeting parameters and one ad)<br />Targeting Parameters:<br /><ul><li>NYU student
  83. 83. Manhattan
  84. 84. 18-22</li></ul>Single ad creative<br />Ad 2<br />Targeting Parameters ↔ Ad Creative<br />Ad 3<br />Targeting Parameters ↔ Ad Creative<br />2/17/10<br />23<br />
  85. 85. Who Should Use Social Media PPC Ads?<br />Do try social media ads<br /><ul><li>If you can describe your target audience in terms of their social, cultural, demographic or psychographic characteristics.</li></ul>Don’t try social media ads<br /><ul><li>If your target audience cannot be described by social ad targeting parameters.</li></ul>2/17/10<br />24<br />
  86. 86. Who Should Use Social Media PPC Ads?<br />Do try social media ads<br /><ul><li>If you have good enough performance analytics to compare social PPC ads to your other media source and know if it works.</li></ul>Don’t try social media ads<br /><ul><li>If you won’t be able to tell whether they’re working, or how high a bid is cost effective.</li></ul>2/17/10<br />25<br />
  87. 87. Who Should Use Social Media PPC Ads?<br />Do try social media ads<br /><ul><li>If you’ve had success with search engines’ Content Network ads.</li></ul>Don’t try social media ads<br /><ul><li>If you’ve never tried the much more user friendly SEM content match networks.</li></ul>2/17/10<br />26<br />
  88. 88. Who Should Use Social Media PPC Ads?<br />Do try social media ads<br /><ul><li>If you have some prior experience with managing PPC ads.</li></ul>Don’t try social media ads<br /><ul><li>If you’re new to online PPC advertising or you have limited experience.</li></ul>2/17/10<br />27<br />
  89. 89. Who Should Use Social Media PPC Ads?<br />Do try social media ads<br /><ul><li>If you have a specific performance goal for your social PPC ads.</li></ul>Don’t try social media ads<br /><ul><li>If you think social media is the next best thing, and your plan is simply to “be on Facebook.”</li></ul>2/17/10<br />28<br />
  90. 90. Synergize Your Efforts<br /><ul><li>Make your PPC campaign, profile page and traditional website complement one another.
  91. 91. Custom social network-specific landing pages for PPC.
  92. 92. Include content from your website on your page.
  93. 93. Interact with your customers on your Facebook or MySpace page, and listen to their feedback.
  94. 94. Provide tools to share content from your website on Facebook and MySpace.
  95. 95. Use Facebook Connect to allow users to log into your site via their Facebook account.</li></ul>2/17/10<br />29<br />
  96. 96. Getting Started Now<br />If you aren’t already a member, join Facebook, MySpace and Twitter. Learn how they work.<br />Create a company profile page.<br />Create a single practice ad for a tiny niche.<br />Create a broad ad covering many customers.<br />Over time, refine your broad ad into many smaller niches with custom ad creatives.<br />Integrate Facebook, MySpace and Twitter sharing & connect features into your website.<br /><br />2/17/10<br />30<br />
  97. 97. How to Sign Up for Clickable<br />Simply go to and try the Pro product free for 15 days.<br />If you want more support, consider Clickable Assist, our fully-managed solution:<br />Or email us:<br />2/17/10<br />31<br />