Understanding the Social Media Advertising Landscape

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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.

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  • Source: https://www.facebook.com/help/161297210743576The objectives you can choose from are:Clicks to Website: Get people to visit your website.Website Conversions: Promote specific conversions for your website. You'll need a conversion pixel for your website before you can create this ad.Page Post Engagement: Promote your Page posts.Page Likes: Get Page likes to grow your audience and build your brand.App Installs: Get people to install your mobile or desktop app.App Engagement: Get people to use your desktop app.Offer Claims: Create offers for people to redeem in your store.Event Responses: Increase attendance at your event.
  • Clicks to Website: Get people to visit your website.Website Conversions: Promote specific conversions for your website. You'll need a conversion pixel for your website before you can create this ad.Page Post Engagement: Promote your Page posts.Page Likes: Get Page likes to grow your audience and build your brand.App Installs: Get people to install your mobile or desktop app.App Engagement: Get people to use your desktop app.Offer Claims: Create offers for people to redeem in your store.Event Responses: Increase attendance at your event.
  • Targeting is key – you could serve up like ads ad promoted page post ads, but to the wrong target demographic. You end up with a fluff community that isn’t going to engage with your content. Targeting optionsGeo-targetinginterest targetingKeyword, pages, group, recently used termsConnectionsAnyoneOnly ppl connected to pageOnly ppl NOT connected to pageAdvanced targeting optionslanguage, education, workplaceEducation – anyone, in high school, in college, college gradCan add specific university + graduation yearFoFTargeting competitorsBe specific about doing this – do with intent & direct goal in mind; matching content
  • Understanding the Social Media Advertising Landscape

    1. 1. SOCIAL MEDIA ADVERTISING OVERVIEW #KBRSOCIAL @KatieBRoberts December 12, 2013
    2. 2. Social Media Landscape
    3. 3. ● ● ● ● ● Customer Retention ● ● ● ● ● ● ● ● B2B / Partnerships Market Research YouTube ● Engagement Strategic Goals Community Growth Google+ Linkedin Twitter Social Media Advertising Faceboo k Social Media Advertising {Goals} Brand Awareness Lead Gen Referrals Conversion / Remarketing ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●
    4. 4. Social Media Advertising {Objectives} Your advertising objective is what you want people to do when they see your ads.
    5. 5. Ad Units {Facebook} Promoted Page Posts Use the different types of ads for differing business objectives and goals. •Website click; Website Conversion •Page Post Engagement; Page Likes •Event Responses •Reach; Brand Awareness •Leads; Remarketing Sponsored Stories •Page Post Engagement; Page Likes •Event Responses •Website Clicks •Reach; Brand Awareness Offers Unpublished Posts DR Ads •Engagement •Website Click •Lead Gen •Remarketing •Page Post Engagement; Page Likes •Website Clicks •Event Responses; Offers •Reach; Brand Awareness •Lead Gen; Remarketing •Website Clicks •Lead Gen •Remarketing •Offers
    6. 6. Audience Targeting {Facebook} Fans •Fans of Brand Page •GOAL: Drive Page-level engagement, inbound traffic Friends of Fans •Friends of Brand Page Fans •GOAL: Drive page-level engagement; enhance brand awareness efforts Facebook Audience •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 FB Exchange Custom Audiences •Website visitors •Use of conversion pixels •GOAL: Drive remarketing initiatives for lead gen, lead conversion •Contact Lists: Prospect Database, Customer Database, Look-alike Cluster •Use of conversion pixels •GOAL: Utilizing database for brand awareness, lead gen, conversion, loyalty. referrals
    7. 7. FBXchange {Facebook}
    8. 8. 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
    9. 9. 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
    10. 10. 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
    11. 11. 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
    12. 12. Twitter Ads
    13. 13. Twitter Ads
    14. 14. 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
    15. 15. Linkedin Ads
    16. 16. Linkedin Ads
    17. 17. Questions Have questions?    Tweet me @KatieBRoberts // #KBRSocial Facebook /Katie.B.Roberts Linkedin /KatieBRoberts
    18. 18. Socially Savvy? Send resume to: Katie.Roberts@WaldenU.edu

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