The Basics of Social Media Advertising February 17, 2010 1:00 PM – 2:00 PM (EDT)
Who We Are 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. Ehren Reilly Clickable Search Marketing Guru & Social Media Expert Max Kalehoff Clickable Search Marketing Guru & Vice President of Marketing 2/17/10 2
Agenda Our Goal Today: Introduce the Basics of Social Media Advertising. The basics of social media advertising’s costs, ad copy restrictions and bidding procedures. What you need to know to make an informed decision about whether to advertise on social media networks. Strategies for “hyper-targeting” users on Facebook and MySpace. Incorporating social media advertising into a larger social media strategy that includes Twitter feeds, Facebook fan pages and presence on MySpace pages. 2/17/10 3
Ads are targeted based on information in the user’s profile
Geographic location Age Gender/sex Language Cultural interest / Hobby / Fan Status Education level Relationship / Marital Status Occupation Parental Status Workplace / Employer Sexual Orientation College / Alma Mater College Major
Advertisers can define their target audience using any combination of these parameters.
Best practice: Target your audience as narrowly as you can.
Social Media Ads are not contextually based on page content. They are always targeted to the user’s profile data. Ads are for a 30-year-old college-educated male in Baltimore. 2/17/10 19
Track conversion rates and ROI separately for each ad.
SEM Account Structure Campaign: Set budget (contains ad groups) Ad Group 2 keywords ↔ ads Ad Group: (contains targeting parameters & ads) Ads: Keywords: pizza Ad Group 3 keywords ↔ ads pizza delivery order pizza pizza online Ad Group 4 keywords ↔ ads cheap pizza 2/17/10 22
Social Ad Account Structure Ad: Set budget (contains targeting parameters and one ad) Targeting Parameters:
Make your PPC campaign, profile page and traditional website complement one another.
Custom social network-specific landing pages for PPC.
Include content from your website on your page.
Interact with your customers on your Facebook or MySpace page, and listen to their feedback.
Provide tools to share content from your website on Facebook and MySpace.
Use Facebook Connect to allow users to log into your site via their Facebook account.
Getting Started Now If you aren’t already a member, join Facebook, MySpace and Twitter. Learn how they work. Create a company profile page. Create a single practice ad for a tiny niche. Create a broad ad covering many customers. Over time, refine your broad ad into many smaller niches with custom ad creatives. Integrate Facebook, MySpace and Twitter sharing & connect features into your website. http://www.facebook.com/advertising/http://advertisting.myspace.com 2/17/10 30
How to Sign Up for Clickable Simply go to www.clickable.com/signup and try the Pro product free for 15 days. If you want more support, consider Clickable Assist, our fully-managed solution: www.clickable.com/assist Or email us: firstname.lastname@example.org 2/17/10 31