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An Overview Of  The Social MediaAdvertising Universe       Lisa Raehsler       May 23, 2012
AGENDA •  Social Ads: Different From Search •  Popular social ad channels      –  Facebook      –  LinkedIn      –  Twitte...
SOCIAL ADS: DIFFERENT FROM SEARCH •  Search ads target users based on keyword searches •  Social ads form a relationship w...
FACEBOOK
FACEBOOK: INTRO•  Facebook is the most used social networking   service by worldwide monthly active users•  Total visits: ...
FACEBOOK: ADS TYPES •  Ads: A user not connected to your business      –  Domains: zenithconference.com      –  Facebook U...
FACEBOOK: ADS TYPES •  Ads: A user not connected to your business      –  Domains: zenithconference.com      –  Facebook U...
FACEBOOK: ADS TYPES •  Sponsored stories: appears with    social context, fans of your business    or their friends      –...
FACEBOOK: ADS TYPES
FACEBOOK: GOAL TYPES •  Brand awareness: Reach a large audience with a    widely targeted ad campaign •  Drive sales: Offe...
FACEBOOK: TARGETING •  Location •  Education and Work •  Demographic: Age, Gender, Birthday, and Relationship    Status, L...
FACEBOOK: TARGETING•  Likes & Interests: Precise interests, topics, broad categories•  Precise Interests   –  Likes and in...
FACEBOOK: TARGETING•  Likes & Interests: Precise interests, topics, broad categories•  Topics   –  Indicated with a # symb...
FACEBOOK: TARGETING•  Likes & Interests: Precise interests, topics, broad categories•  Broad Categories   –  Combine inter...
FACEBOOK: BUDGETS & BIDS •  Budget set at campaign level •  Campaign budget      –  Daily Budget: Set the max amount you  ...
FACEBOOK: BUDGETS & BIDS•    CPC: Recommended when goal is conversion•    CPM: Best for raising general awareness•    Bid ...
LINKEDIN
LINKEDIN: INTRO•  Business-relate social networking site. mainly used   for professional networking•  Total visits: 410M w...
LINKEDIN: ADS TYPES •  Ads      –  Image and text@LisaRocksSEM	  
LINKEDIN: ADS TYPES•  Ads link to:   –  External URL   –  Personal profile   –  Company Page
LINKEDIN: GOAL TYPES •  Brand awareness: Reach a large audience with a    widely targeted campaign •  Drive Leads: Lead Co...
LINKEDIN: TARGETING •  Geography •  Company: Company name, industry,    company size •  Job Title: Specific job title, job...
LINKEDIN: TARGETING •  Job Title      –  Specific Job Title      –  Job Function      –  Seniority@LisaRocksSEM	  
LINKEDIN: BUDGETS & BIDS•  Budget set at campaign level•  CPM or CPC minimum $2•  Daily Budget: minimum $10 day.    –  Dai...
TWITTER
TWITTER: INTRO•  Social networking service and microblogging service that   enables its users to send and read text-based ...
TWITTER: ADS TYPES •  Advertising for small businesses is    currently available to a select group    of businesses (Amex ...
TWITTER: ADS TYPES •  Promoted account •  Promoted tweets •  Promoted trends@LisaRocksSEM	  
TWITTER: ADS TYPES •  Promoted account@LisaRocksSEM	  
TWITTER: ADS TYPES •  Promoted Tweets      –  Twitter regularly analyzes         your Tweets to identify 5 of         the ...
TWITTER: ADS TYPES•  Promoted trends: Promoted Trends are currently in   beta with a small selection of advertisers
TWITTER: GOAL TYPES •  Brand awareness: When you gain a new follower, that person    is interested and would like to hear ...
TWITTER: TARGETING •    You can target by: •    Location •    Their algorithm does the rest: •    “Our algorithms will aut...
TWITTER: BUDGETS & BIDS      •  Budget at promoted product (ad) level      •  Promoted Account           •    Cost-per-fol...
FINAL THOUGHTS •  Social channels are becoming a normal    advertising channel •  They are connection-based •  Users behav...
THANK YOUCONTACT:Lisa RaehslerBig Click Co.Founder, SEM Strategy Consultantlisa@bigclickco.com612-424-1SEM            Goog...
Social Media Ads Lisa Raehsler at Zenith Conference 2012
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Social Media Ads Lisa Raehsler at Zenith Conference 2012

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An Overview Of The Social Media Advertising Universe:
Wondering about paid advertising on Facebook and LinkedIn? Well…it’s way different than search PPC and you can serve billions of highly targeted or dozens of micro targeted impressions to serve various marketing goals. Does the opportunity to target YouTube viewers with enticing ads see like a possible win? How about those “Ads by Google on the New York Times? Want to place your ad in such places? Join nationally known speaker Lisa Raehsler for a no holds barred multi-channel social media PPC excursion on an incredible guided tour of the social advertising universe. Attend this session or read about hear that you should have.

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Transcript of "Social Media Ads Lisa Raehsler at Zenith Conference 2012"

  1. 1. An Overview Of The Social MediaAdvertising Universe Lisa Raehsler May 23, 2012
  2. 2. AGENDA •  Social Ads: Different From Search •  Popular social ad channels –  Facebook –  LinkedIn –  Twitter •  Final thoughts@LisaRocksSEM  
  3. 3. SOCIAL ADS: DIFFERENT FROM SEARCH •  Search ads target users based on keyword searches •  Social ads form a relationship with consumers directly •  Consumers can engage and share with marketing messages •  With social ads, you can target using the information people share and enter in their profiles •  You can target broadly or granular with specific interests •  Social mentions in ads are a form of endorsement on ads, and can drive increased brand lift and reach •  Consumers engage on multiple levels, ie click or share@LisaRocksSEM  
  4. 4. FACEBOOK
  5. 5. FACEBOOK: INTRO•  Facebook is the most used social networking service by worldwide monthly active users•  Total visits: 35B worldwide Sources:  Descrip4on  Wikipedia,  Demographics  Google  AdPlanner  
  6. 6. FACEBOOK: ADS TYPES •  Ads: A user not connected to your business –  Domains: zenithconference.com –  Facebook URLs: facebook.com/zenith •  Sponsored stories: Appears with social context, fans of your business or their friends –  Pages –  Applications –  Events –  Places@LisaRocksSEM  
  7. 7. FACEBOOK: ADS TYPES •  Ads: A user not connected to your business –  Domains: zenithconference.com –  Facebook URLs: facebook.com/zenith@LisaRocksSEM  
  8. 8. FACEBOOK: ADS TYPES •  Sponsored stories: appears with social context, fans of your business or their friends –  Pages –  Applications –  Events –  Places@LisaRocksSEM  
  9. 9. FACEBOOK: ADS TYPES
  10. 10. FACEBOOK: GOAL TYPES •  Brand awareness: Reach a large audience with a widely targeted ad campaign •  Drive sales: Offer special deals and giveaways •  Grow your fan base: Encourage people to “like” your Page by offering benefits for engaging •  Best For…growing fan base@LisaRocksSEM  
  11. 11. FACEBOOK: TARGETING •  Location •  Education and Work •  Demographic: Age, Gender, Birthday, and Relationship Status, Language •  Likes & Interests: Precise interests, topics, broad categories •  Friends of Connections •  Connections: Target your ad to current fans of your Page to drive customer loyalty.@LisaRocksSEM  
  12. 12. FACEBOOK: TARGETING•  Likes & Interests: Precise interests, topics, broad categories•  Precise Interests –  Likes and interests people have shared in their Facebook profiles. –  For example, if you belong to a group called “Lady Gaga Fans,” this can be captured with the precise interest “Lady Gaga Fans.” –  Most detailed level of targeting Sources:  Facebook  Marketplace  Best  Prac4ces  
  13. 13. FACEBOOK: TARGETING•  Likes & Interests: Precise interests, topics, broad categories•  Topics –  Indicated with a # symbol, combines overlapping precise interests to enable easier targeting. For example, the “Lady Gaga” topic will include related interests such as “Lady Gaga,” “Lady Gaga Fans,” “Lady Gaga Music.” –  Consider using this targeting option if you want broader targeting and don’t want to select every relevant term separately Sources:  Facebook  Marketplace  Best  Prac4ces  
  14. 14. FACEBOOK: TARGETING•  Likes & Interests: Precise interests, topics, broad categories•  Broad Categories –  Combine interests and other profile content users have shared to create simple, high-level groups –  Interests like “Lady Gaga” would include “Pop music” or even “Music” –  Broadest of the targeting options Sources:  Facebook  Marketplace  Best  Prac4ces  
  15. 15. FACEBOOK: BUDGETS & BIDS •  Budget set at campaign level •  Campaign budget –  Daily Budget: Set the max amount you want to pay each day –  When daily budget is met, ads stop –  Lifetime budget: amount to spend during a specific period of time, ie. $3000 for 30 days.@LisaRocksSEM  
  16. 16. FACEBOOK: BUDGETS & BIDS•  CPC: Recommended when goal is conversion•  CPM: Best for raising general awareness•  Bid Price: Bid prices fluctuate often.•  Set a bid within or above the suggested range•  Check back often
  17. 17. LINKEDIN
  18. 18. LINKEDIN: INTRO•  Business-relate social networking site. mainly used for professional networking•  Total visits: 410M worldwide Sources:  Descrip4on  Wikipedia,  Demographics  Google  AdPlanner  
  19. 19. LINKEDIN: ADS TYPES •  Ads –  Image and text@LisaRocksSEM  
  20. 20. LINKEDIN: ADS TYPES•  Ads link to: –  External URL –  Personal profile –  Company Page
  21. 21. LINKEDIN: GOAL TYPES •  Brand awareness: Reach a large audience with a widely targeted campaign •  Drive Leads: Lead Collection allows advertisers to collect leads directly through their LinkedIn ad campaigns –  Landing page has a button to request the advertiser contact them. –  This option is displayed on the top of your landing page –  Data provided: name, headline, link to their LinkedIn Profile, email address if provided@LisaRocksSEM  
  22. 22. LINKEDIN: TARGETING •  Geography •  Company: Company name, industry, company size •  Job Title: Specific job title, job function, seniority •  Interests: Groups •  Demographics: Gender, age@LisaRocksSEM  
  23. 23. LINKEDIN: TARGETING •  Job Title –  Specific Job Title –  Job Function –  Seniority@LisaRocksSEM  
  24. 24. LINKEDIN: BUDGETS & BIDS•  Budget set at campaign level•  CPM or CPC minimum $2•  Daily Budget: minimum $10 day. –  Daily Budget: Set the max amount you want to pay each day –  When daily budget is met, ads stop•  Bid Price: use upper range of the suggested bid range
  25. 25. TWITTER
  26. 26. TWITTER: INTRO•  Social networking service and microblogging service that enables its users to send and read text-based posts of up to 140 characters, known as "tweets”•  Total visits 1.1B worldwide Sources:  Descrip4on  Wikipedia,  Demographics  Google  AdPlanner  
  27. 27. TWITTER: ADS TYPES •  Advertising for small businesses is currently available to a select group of businesses (Amex cardholders) •  Will steadily increase the number of participants –  To apply for ad program: –  http://advertising.twitter.com/2012/03/ opening-up-twitter-advertising-for.html@LisaRocksSEM  
  28. 28. TWITTER: ADS TYPES •  Promoted account •  Promoted tweets •  Promoted trends@LisaRocksSEM  
  29. 29. TWITTER: ADS TYPES •  Promoted account@LisaRocksSEM  
  30. 30. TWITTER: ADS TYPES •  Promoted Tweets –  Twitter regularly analyzes your Tweets to identify 5 of the most engaging –  You can remove the ones that you never want Twitter to promote –  Replies and retweets will not be considered for promotion@LisaRocksSEM  
  31. 31. TWITTER: ADS TYPES•  Promoted trends: Promoted Trends are currently in beta with a small selection of advertisers
  32. 32. TWITTER: GOAL TYPES •  Brand awareness: When you gain a new follower, that person is interested and would like to hear more from you. •  Grow follower base: pay per follow •  Engage on multiple levels: –  Click on links in Promoted Tweets –  Engage your business in a conversation by @replying –  They can retweet your Tweet to share it with all of their followers. –  They can favorite your Tweet, which adds it to their public list –  Best For…growing follower base@LisaRocksSEM  
  33. 33. TWITTER: TARGETING •  You can target by: •  Location •  Their algorithm does the rest: •  “Our algorithms will automatically select your most engaging content and broadcast it to the people you’re trying to reach.”@LisaRocksSEM  
  34. 34. TWITTER: BUDGETS & BIDS •  Budget at promoted product (ad) level •  Promoted Account •  Cost-per-follower: You only pay for new followers that you gain, •  Recommended .50 to to at least max of $2.50 •  Promoted tweet •  Cost-per-click recommended .50 to at least max of $1.50 •  Ad budget •  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 •  The higher the bid, the more likely your ads will show on Twitter. •  Recommended bid will be a suggested based on averages across all advertisers on Twitter. •  Adjusted based on the historical performance of campaigns@LisaRocksSEM  
  35. 35. FINAL THOUGHTS •  Social channels are becoming a normal advertising channel •  They are connection-based •  Users behavior and preferences are critical to targeting the most relevant ads •  Consumers can engage on multiple levels, ie click or share@LisaRocksSEM  
  36. 36. THANK YOUCONTACT:Lisa RaehslerBig Click Co.Founder, SEM Strategy Consultantlisa@bigclickco.com612-424-1SEM Google AdWords Certified Partner
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