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GCD Week 5 - Facebook and LinkedIn Ads PPT

GCD Week 5 - Facebook and LinkedIn Ads PPT



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  • Keith, very sorry I won't be able to attend today's class in Rathmines, and tomorrow is looking unlikely too, as have to do a presentation of stage set design. I would love to do the Facebook/Linkdin class if there is any chance in the future. Many thanks, Blaithin
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GCD-Week5-Facebook-LinkedIn-Ads GCD-Week5-Facebook-LinkedIn-Ads Presentation Transcript

  • Facebook and LinkedIn PPC Ads Keith Feighery
  • Overview of Session
    • Facebook Ads Overview and Demonstration
    • Facebook Analytics
    • LinkedIn Ads Overview and Demonstration
  • Career Summary
    • Director of Digital Strategy with Digital Insights
    • 14 Years experience developing and marketing web and digital applications
    • Lecturer with DIT on MA in Digital Media Technologies
    • Lecturer with Dublin Business School, Griffith College, Champlain College & IBAT in Online Marketing and Digital Strategy
    View slide
  • Contact Details www.linkedin.com/in/keithfeighery [email_address] 086 6070274 www.DigitalInsights.ie View slide
  • Facebook Ads
  • Ads & Sponsored Stories
  • Facebook Ads
  • Introduction to Facebook Ads
    • Have to have Profile to run Facebook Ads
    • Target Audiences based on Demographics, Behaviours and Locations
    • Cost Per Click (CPC) or Cost Per Thousand Model (CPM)
    • Set Daily Budget Limits
  • Characteristics of Ads
    • Can Create and Promote Link to External web Page
    • Can Create and Promote Ad for Facebook Page
    • Can Create and Promote Ad for Sponsored Post
    • 25 Character Headline
    • 135 Character Description
    • Image Dimension – 110px * 80px
  • Different Ad Types
  • You can target by:
    • Location, Language, Education, and Work
    • Age, Gender, Birthday, and Relationship Status
    • Likes & Interests: Select Likes & Interests such as "camping", "hiking", or "backpacking" instead of "tents" or "campers"
    • Friends of Connections
    • Connections
  • Manage Your Budget
    • Set a budget that will allow you to effectively reach your target audience, and check your campaign performance often.
    • CPC vs CPM : Determine if you want to pay on a cost-per-click (CPC) or cost-per-impression (CPM) basis
    • Daily Budget: Set the maximum amount you want to pay each day - once you hit your daily budget your ad will no longer show
    • Bid Price: Bid prices fluctuate often. Set a bid within or above the suggested range, and check your Ads Manager often to update it when the suggested range changes
  • Facebook Ad Interface
  • Facebook Ad – External Link Promotion
  • Facebook Ad – Promote Facebook Page
  • Facebook Ad – Page Post Ad
  • Facebook Ads – Page Ad
  • Sponsored Stories How They Look
  • Page Like Story
  • Page Post Story
  • Page Post Like Story
  • Targetting
  • Targeting
  • Campaign Settings and Pricing
  • LinkedIn Ads
  • Overview LinkedIn Ads
    • LinkedIn Ads is a self-service advertising solution that allows you to create and place ads on prominent pages on the LinkedIn.com website.
    • People click on your ads and visit your website.
    • You specify which LinkedIn members view your ads by selecting a target audience: by job title, job function, industry, geography, age, gender, company name, company size, or LinkedIn Group.
    • Control your advertising costs by setting a budget and only pay for the clicks or impressions that you receive.
  • How to Get Started
    • All you need is a LinkedIn Account and a credit card to get started:
    • Create an ad – write your ad in minutes using a LinkedIn account
    • Select a target audience – determine which LinkedIn members should see your ad
    • Set your budget and bid – set a maximum amount you want to spend and how much you’re willing to pay for clicks or impressions
    • English is currently the only accepted language for ads.
  • Where will my ads be shown?
    • Your ads will be eligible to appear on a variety of prominent pages on the LinkedIn.com website.
    • Your ads may appear in various positions on any or all of the pages listed below:
    • Profile Page (when users view the profile of other LinkedIn members)
    • Home Page (the page that users see when they log in to LinkedIn)
    • Inbox (the page where users see messages and invitations to connect)
    • Search Results Page (the page that results when you search for a member by name)
    • Groups (on pages in LinkedIn Groups)
  • How Ads Will Look
  • Where are LinkedInAds Shown?
  • LinkedIn Inbox
  • You Can Control Spend
    • You control how much you spend each day by selecting a bid and setting a daily budget,
    • You can set your budget as low as $10 or as high as $1,000 or more. You can start and pause your ads at any time.
    • There are two options for how to pay for your ads: Pay per Click (CPC) and Pay per 1,000 Impressions (CPM).
    • Most people choose CPC, which means that you pay when someone clicks on your ad..
    • Each click will cost between $2.00 (the minimum cost per click) and your bid.
    • If you’re less interested in clicks and care more about the number of times your ad is shown, you can choose to Pay per 1,000 impressions (CPM)
  • Example Ads
  • Example Ads
  • LinkedIn Rules
    • Accuracy: Do not deceive or lie in your ad
    • Ad Text: Do not use non-standard spelling, grammar, capitalization, punctuation, or repetition in your ad
    • Language: Do not use inappropriate or unacceptable language in your ad
    • Link Behavior: Do not deceive, confuse, or otherwise degrade the experience of members who click on your ad
    • Trademarks: Do not use trademarks that you are not permitted to use
    • Content: LinkedIn Ads does not allow advertising related to any of the following:
  • Prohibited Ad Content P
    • Illegal products or services of any kind
    • Alcoholic beverages
    • Tobacco products or cigarettes
    • Drugs, illegal substances, and any related products or services
    • Prescription pharmaceuticals
    • Weapons, firearms, ammunition, fireworks, or any other violent products or services
    • Sexual or adult content
    • Dating sites
    • Ringtones
    • Illegal downloads of software, media, or other copyrighted content
    • Online gambling
    • Hate or violent text advocating against any individual, group, or organization
    • Bulk marketing products
  • Access LinkedIn Ads – Click Home Tab
  • Creating The Ad
  • Targetting Platform
  • Targeting Countries
  • Target By Industry or Company
  • Target By Role
  • Setting Budget
  • Campaign Options
  • LinkedIn Campaign Overview
  • Campaign Settings Page
  • LinkedIn Business Account
  • Company Vs Personal Accounts
  • Roles and Functions – Business Accounts
  • Thank You