SES Atlanta: Paid Social Case Study | Melissa Mackey

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Paid social case study presented by Melissa Mackey at SES Atlanta in July, 2014. Learn how a B2B advertiser used paid social to boost online leads.

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SES Atlanta: Paid Social Case Study | Melissa Mackey

  1. 1. @Mel66 #SESATL Paid Social: How One Organization Got The Best Bang For Their Buck Melissa Mackey Search Supervisor gyro
  2. 2. Chicago | November 12–16 Leaders in B2B SEM 2 TOP 30 AGENCY US Credentialed by every major search engine Active in promotion of thought leadership positions at conferences and within publications BMA BtoB Agency of the Year, 2012 and 2014 BtoB Magazine Agency of the Year, 2013 BtoB Top 30 Search Agency 2009, 2010, 2011 The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million
  3. 3. @Mel66 #SESATL Paid Social Case Study • What They Did • Where They Did It • How It Performed • Checklist
  4. 4. @Mel66 #SESATL GOAL: AMPLIFY CONTENT MARKETING Target Marketers in their category Challenge • Limited social media audience • Need to amplify content marketing efforts to broaden reach Strategy Use paid social to increase the reach of the social media campaigns.
  5. 5. @Mel66 #SESATL CAMPAIGN OBJECTIVES Reach… …targets via social platforms Build… …a community in each platform Drive… …leads!
  6. 6. @Mel66 #SESATL LINKEDIN SPONSORED UPDATES: Strategy Promote: • Sponsored updates Segment: • By type of organization Optimize: • Type of content • Audience attributes
  7. 7. @Mel66 #SESATL LINKEDIN SPONSORED UPDATES: Results • Over 600,000 impressions and 3,000 clicks were generated in 8 months • 88 new followers gained for the LinkedIn page • Content is reaching influencers at decision-making levels
  8. 8. @Mel66 #SESATL Keys to Success: LinkedIn 8 • Carefully identify your target companies and job levels • Be ready to pay $5+ per click • Sponsored updates are more successful than ads • Segment your audience based on how you’ll be posting
  9. 9. @Mel66 #SESATL TWITTER PROMOTED TWEETS: Strategy Segment: • Target hand-picked Twitter users Promote: • Messaging relevant to chosen users Optimize: • Type of content • Audience attributes
  10. 10. @Mel66 #SESATL TWITTER PROMOTED TWEETS: Strategy • Lead Generation Cards
  11. 11. @Mel66 #SESATL TWITTER PROMOTED TWEETS: Results • Nearly 1.5 million impressions and 21,000 engagements (clicks, replies, retweets, follows) were generated in 8 months • 552 new followers gained, tripling the total number of followers • Content is spurring conversation amongst targeted users
  12. 12. @Mel66 #SESATL Keys to Success: Twitter 12 • Carefully identify your target accounts or keywords • You pay for clicks on anything that’s clickable in a tweet • Lead generation cards are the bomb • Segment your audience based on how you’ll be posting
  13. 13. @Mel66 #SESATL FACEBOOK ADS: Strategy 13 Segment: • Use Facebook Custom Audiences to reach specific influencers Optimize: • Ad variations & images • Audience attributes Promote: • Messaging relevant to chosen users • Rapid-deployment ad testing
  14. 14. @Mel66 #SESATL FACEBOOK ADS: Results 14 • Over 585,000 impressions and 180 clicks were generated in 5 months • Campaign reached 143 unique users
  15. 15. @Mel66 #SESATL FACEBOOK ADS: Learnings 15 • More difficult to reach target audience on Facebook • Custom audiences must have 1,000 or more members to be successful (ours were less than that) • Users were not engaged with content once they reach the website
  16. 16. @Mel66 #SESATL Keys to Success: Facebook 16 • Have at least 1,000 users in your custom audience • Sponsored posts in newsfeed work significantly better than right-rail ads • Images are more important than ad copy or offer • Lookalike segments work well • For smaller custom audiences, use them to build lookalikes
  17. 17. @Mel66 #SESATL
  18. 18. @Mel66 #SESATL Leads 18 0 2 4 6 8 10 12 14 16 0 100 200 300 400 500 600 700 800 900 1000 1 2 3 4 5 6 Clicks and Leads By Month Clicks Leads
  19. 19. @Mel66 #SESATL Conversion Rate 19 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 1 2 3 4 5 6 Conversion Rate Conversion Rate Conversion Rate Trend
  20. 20. @Mel66 #SESATL The Checklist! 20http://bit.ly/PaidSocialChecklist Paid Social Success Checklist by Melissa Mackey Channel All Identify target audience Identify the marketing challenge that paid social solves Define paid social strategy and objectives Segment your audience based on how you’ll be posting LinkedIn Carefully identify your target companies and job levels Be ready to pay $5+ per click Use Sponsored Updates if possible Segment your audience based on how you’ll be posting Twitter Carefully identify your target accounts or keywords Use images and hashtags with caution Test lead generation cards Segment your audience based on how you’ll be posting Facebook Have at least 1,000 users in your custom audience Use Sponsored Posts in newsfeed when possible Relentlessly test images Use lookalike segments Use custom audiences to build lookalike segments Done?
  21. 21. Chicago | November 12–16 21 mackey Melissa Mackey Melissa.Mackey@gyro.com @Mel66

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