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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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  1. 1. Facebook and LinkedIn PPC Ads Keith Feighery
  2. 2. Overview of Session <ul><li>Facebook Ads Overview and Demonstration </li></ul><ul><li>Facebook Analytics </li></ul><ul><li>LinkedIn Ads Overview and Demonstration </li></ul>
  3. 3. Career Summary <ul><li>Director of Digital Strategy with Digital Insights </li></ul><ul><li>14 Years experience developing and marketing web and digital applications </li></ul><ul><li>Lecturer with DIT on MA in Digital Media Technologies </li></ul><ul><li>Lecturer with Dublin Business School, Griffith College, Champlain College & IBAT in Online Marketing and Digital Strategy </li></ul>
  4. 4. Contact Details www.linkedin.com/in/keithfeighery [email_address] 086 6070274 www.DigitalInsights.ie
  5. 5. Facebook Ads
  6. 6. Ads & Sponsored Stories
  7. 7. Facebook Ads
  8. 8. Introduction to Facebook Ads <ul><li>Have to have Profile to run Facebook Ads </li></ul><ul><li>Target Audiences based on Demographics, Behaviours and Locations </li></ul><ul><li>Cost Per Click (CPC) or Cost Per Thousand Model (CPM) </li></ul><ul><li>Set Daily Budget Limits </li></ul>
  9. 9. Characteristics of Ads <ul><li>Can Create and Promote Link to External web Page </li></ul><ul><li>Can Create and Promote Ad for Facebook Page </li></ul><ul><li>Can Create and Promote Ad for Sponsored Post </li></ul><ul><li>25 Character Headline </li></ul><ul><li>135 Character Description </li></ul><ul><li>Image Dimension – 110px * 80px </li></ul>
  10. 10. Different Ad Types
  11. 11. You can target by: <ul><li>Location, Language, Education, and Work </li></ul><ul><li>Age, Gender, Birthday, and Relationship Status </li></ul><ul><li>Likes & Interests: Select Likes & Interests such as &quot;camping&quot;, &quot;hiking&quot;, or &quot;backpacking&quot; instead of &quot;tents&quot; or &quot;campers&quot; </li></ul><ul><li>Friends of Connections </li></ul><ul><li>Connections </li></ul>
  12. 12. Manage Your Budget <ul><li>Set a budget that will allow you to effectively reach your target audience, and check your campaign performance often. </li></ul><ul><li>CPC vs CPM : Determine if you want to pay on a cost-per-click (CPC) or cost-per-impression (CPM) basis </li></ul><ul><li>Daily Budget: Set the maximum amount you want to pay each day - once you hit your daily budget your ad will no longer show </li></ul><ul><li>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 </li></ul>
  13. 13. Facebook Ad Interface
  14. 14. Facebook Ad – External Link Promotion
  15. 15. Facebook Ad – Promote Facebook Page
  16. 16. Facebook Ad – Page Post Ad
  17. 17. Facebook Ads – Page Ad
  18. 18. Sponsored Stories How They Look
  19. 19. Page Like Story
  20. 20. Page Post Story
  21. 21. Page Post Like Story
  22. 22. Targetting
  23. 23. Targeting
  24. 24. Campaign Settings and Pricing
  25. 25. LinkedIn Ads
  26. 26. Overview LinkedIn Ads <ul><li>LinkedIn Ads is a self-service advertising solution that allows you to create and place ads on prominent pages on the LinkedIn.com website. </li></ul><ul><li>People click on your ads and visit your website. </li></ul><ul><li>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. </li></ul><ul><li>Control your advertising costs by setting a budget and only pay for the clicks or impressions that you receive. </li></ul>
  27. 27. How to Get Started <ul><li>All you need is a LinkedIn Account and a credit card to get started: </li></ul><ul><li>Create an ad – write your ad in minutes using a LinkedIn account </li></ul><ul><li>Select a target audience – determine which LinkedIn members should see your ad </li></ul><ul><li>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 </li></ul><ul><li>English is currently the only accepted language for ads. </li></ul>
  28. 28. Where will my ads be shown? <ul><li>Your ads will be eligible to appear on a variety of prominent pages on the LinkedIn.com website. </li></ul><ul><li>Your ads may appear in various positions on any or all of the pages listed below: </li></ul><ul><li>Profile Page (when users view the profile of other LinkedIn members) </li></ul><ul><li>Home Page (the page that users see when they log in to LinkedIn) </li></ul><ul><li>Inbox (the page where users see messages and invitations to connect) </li></ul><ul><li>Search Results Page (the page that results when you search for a member by name) </li></ul><ul><li>Groups (on pages in LinkedIn Groups) </li></ul>
  29. 29. How Ads Will Look
  30. 30. Where are LinkedInAds Shown?
  31. 31. LinkedIn Inbox
  32. 32. You Can Control Spend <ul><li>You control how much you spend each day by selecting a bid and setting a daily budget, </li></ul><ul><li>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. </li></ul><ul><li>There are two options for how to pay for your ads: Pay per Click (CPC) and Pay per 1,000 Impressions (CPM). </li></ul><ul><li>Most people choose CPC, which means that you pay when someone clicks on your ad.. </li></ul><ul><li>Each click will cost between $2.00 (the minimum cost per click) and your bid. </li></ul><ul><li>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) </li></ul>
  33. 33. Example Ads
  34. 34. Example Ads
  35. 35. LinkedIn Rules <ul><li>Accuracy: Do not deceive or lie in your ad </li></ul><ul><li>Ad Text: Do not use non-standard spelling, grammar, capitalization, punctuation, or repetition in your ad </li></ul><ul><li>Language: Do not use inappropriate or unacceptable language in your ad </li></ul><ul><li>Link Behavior: Do not deceive, confuse, or otherwise degrade the experience of members who click on your ad </li></ul><ul><li>Trademarks: Do not use trademarks that you are not permitted to use </li></ul><ul><li>Content: LinkedIn Ads does not allow advertising related to any of the following: </li></ul>
  36. 36. Prohibited Ad Content P <ul><li>Illegal products or services of any kind </li></ul><ul><li>Alcoholic beverages </li></ul><ul><li>Tobacco products or cigarettes </li></ul><ul><li>Drugs, illegal substances, and any related products or services </li></ul><ul><li>Prescription pharmaceuticals </li></ul><ul><li>Weapons, firearms, ammunition, fireworks, or any other violent products or services </li></ul><ul><li>Sexual or adult content </li></ul><ul><li>Dating sites </li></ul><ul><li>Ringtones </li></ul><ul><li>Illegal downloads of software, media, or other copyrighted content </li></ul><ul><li>Online gambling </li></ul><ul><li>Hate or violent text advocating against any individual, group, or organization </li></ul><ul><li>Bulk marketing products </li></ul>
  37. 37. Access LinkedIn Ads – Click Home Tab
  38. 38. Creating The Ad
  39. 39. Targetting Platform
  40. 40. Targeting Countries
  41. 41. Target By Industry or Company
  42. 42. Target By Role
  43. 43. Setting Budget
  44. 44. Campaign Options
  45. 45. LinkedIn Campaign Overview
  46. 46. Campaign Settings Page
  47. 47. LinkedIn Business Account
  48. 48. Company Vs Personal Accounts
  49. 49. Roles and Functions – Business Accounts
  50. 50. Thank You