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Mastering Social PPC Webinar - 24th August 2016

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Josh Whiten, Digital Marketing Director - Mastering Social PPC Webinar

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Mastering Social PPC Webinar - 24th August 2016

  1. 1. JoshWhitenDigitalMarketingDirector Mastering Social PPC Advertising 24/08/16
  2. 2. growth acceleration programs. digital marketing 
 that drives traffic and creates raving fans. ecommerce websites and apps that convert more sales. @SagittariusMktg @JoshWhiten
  3. 3. @SagittariusMktg @JoshWhiten §  seo §  paid search §  social strategy §  content marketing §  email marketing §  website design & build §  mobile §  u/x and optimisation §  global ecommerce §  digital transformation growth acceleration programs.
  4. 4. @SagittariusMktg @JoshWhiten aims. ›  Discover why paid social campaigns are important ›  How they fit into a multichannel user journey ›  Learn ways to improve results ›  In other words; Theory and Advice
  5. 5. why social media? @SagittariusMktg @JoshWhiten
  6. 6. objectives. Macro: ›  Grow following ›  Drive traffic ›  Generate enquiries ›  Increase sales ›  Reach new audiences ›  Raise awareness @SagittariusMktg @JoshWhiten Micro: ›  Gain feedback ›  Gain repeat business ›  Word of mouth ›  Outreach to influencers ›  Amplify content ›  Promotions and offers
  7. 7. @SagittariusMktg @JoshWhiten why paid social?
  8. 8. 1. scale. @SagittariusMktg @JoshWhiten ›  Reach wider audiences ›  Talk to potential followers and visitors
  9. 9. 2. speed. @SagittariusMktg @JoshWhiten ›  Get there faster ›  Grow a following faster ›  Meet marketing objectives faster
  10. 10. 3. control. @SagittariusMktg @JoshWhiten ›  Reach specific audiences ›  Achieve different marketing objectives ›  Promote specific content or products
  11. 11. @SagittariusMktg @JoshWhiten when to use paid social?
  12. 12. @SagittariusMktg @JoshWhiten a customer journey. Awareness Exploration Purchase Advocacy
  13. 13. @SagittariusMktg @JoshWhiten a customer journey. Awareness Exploration Purchase Advocacy Paid Social: Acquisition Campaigns Display/awareness Lookalike audiences Paid Social: Community Engagement Boosting content Paid Social: Follower Campaigns Display Remarketing Paid Social: Brand/product remarketing Custom Audiences
  14. 14. think with google. @SagittariusMktg @JoshWhiten Medium Travel Business
  15. 15. think with google. @SagittariusMktg @JoshWhiten Large Travel Business
  16. 16. think with google. @SagittariusMktg @JoshWhiten Medium Beauty Business
  17. 17. think with google. @SagittariusMktg @JoshWhiten Large Beauty Business
  18. 18. recap. ›  Paid social can be the same time as organic social ›  Paid can also intervene at other stages of the journey ›  Larger brands may see social engage earlier ›  Usual Rules Apply – give a reason to follow, like, share @SagittariusMktg @JoshWhiten
  19. 19. @SagittariusMktg @JoshWhiten where to use paid social?
  20. 20. channels. ›  Facebook ›  Twitter ›  Instagram ›  LinkedIn ›  Pinterest @SagittariusMktg @JoshWhiten
  21. 21. @SagittariusMktg @JoshWhiten role in the journey. ›  Facebook = Awareness / Exploration / Purchase / Advocacy ›  Twitter = Awareness / Exploration / Purchase / Advocacy ›  Instagram = Awareness / Exploration / Advocacy ›  Pinterest = Awareness / Exploration / Advocacy
  22. 22. strategies. ›  Led by objectives and role in journey ›  Paid Social to Social Profile to Website ›  Paid Social to Website content ›  Paid Social to Website product ›  Channel Shift to Social (NOTHS) @SagittariusMktg @JoshWhiten
  23. 23. how NOTHS achieves scale. @SagittariusMktg @JoshWhiten Non Converting Low Cost Traffic Sources Website Content Website Product Paid Social Remarketing Paid Social Lookalikes + Paid Social Following
  24. 24. CONTENT PRODUCT ENQUIRY SALES PROCESS BOOKING / TRAVEL DISPLAY RETARGETING SEARCH RETARGETING SOCIAL MEDIA SOCIAL MEDIA NATIVE ADS SOCIAL MEDIA ORGANIC SEARCH PAID SOCIAL IMAGES / VIDEO PR CONTENT MARKETING content led integrated strategy. @SagittariusMktg @JoshWhiten SOCIAL RETARGETING EMAIL MARKETING PAID SEARCH PROGRAMMATIC
  25. 25. @SagittariusMktg @JoshWhiten so that’s the theory. now for some advice.
  26. 26. facebook ad tips. ›  You know who you are talking to ›  Trust in Lookalike audiences ›  Content led vs product led ›  Geo targeting ›  Frequency capping ›  Relevance Score (Quality Score) ›  Refresh your message @SagittariusMktg @JoshWhiten
  27. 27. @SagittariusMktg @JoshWhiten why refresh creative? ›  Adwords = a constant stream of new users, so optimise the single perfect ad ›  Facebook Ads = a static pool of specific users, so rotate ads to avoid banner blindness
  28. 28. frequency capping. @SagittariusMktg @JoshWhiten
  29. 29. relevance score. ›  Same as Adwords Quality Score ›  Better engagement = lower cost per click ›  Influenced by targeting and creative @SagittariusMktg @JoshWhiten
  30. 30. geo targeting. @SagittariusMktg @JoshWhiten ›  Radius targeting ›  Multi location ›  Pin targeting (Events)
  31. 31. @SagittariusMktg @JoshWhiten facebook audiences. ›  Acquisition ›  Followers ›  Custom Audience – Remarketing ›  Custom Audience – Email Database ›  Lookalike of Followers, Remarketing and Data ›  Lookalikes can convert better!!
  32. 32. @SagittariusMktg @JoshWhiten remarketing audience ideas. ›  Viewed content not product ›  Viewed multiple products but not added to basket ›  Added to basket but not checkout ›  Completed purchase
  33. 33. acquisition audiences. ›  Review current insights ›  Review general customer profiles ›  Identify interests, competitors or brands @SagittariusMktg @JoshWhiten
  34. 34. audience insights. @SagittariusMktg @JoshWhiten
  35. 35. all site visitors. @SagittariusMktg
  36. 36. web customers. @SagittariusMktg @JoshWhiten
  37. 37. insights usage. Target by: ›  Events and interests ›  Competing brands ›  Complementing brands @SagittariusMktg @JoshWhiten
  38. 38. ad messages. ›  You know who you are talking to ›  Stage in journey – what’s the next step ›  Surface content ›  Events ›  Promotions @SagittariusMktg @JoshWhiten
  39. 39. ad formats. ›  Triple image gallery ›  Video (silent) ›  Cinemagraph ›  Boosted posts (lower cost, but less targeted) @SagittariusMktg @JoshWhiten
  40. 40. twitter ads. ›  Target by language ›  Target by who they follow ›  New interest targeting ›  Overlay geo and demographics ›  Develop personas @SagittariusMktg @JoshWhiten
  41. 41. 1. who does your audience follow? 2. what do they talk about? @SagittariusMktg @JoshWhiten
  42. 42. other uses. ›  Promote content ›  Offers and promotions ›  Amplify positive coverage ›  Exploit events @SagittariusMktg @JoshWhiten
  43. 43. ad formats. @SagittariusMktg @JoshWhiten ›  Image ›  Video ›  UTM tag then Bit.ly (via own account) ›  Frequent changeover
  44. 44. measurememt. ›  What do we measure? ›  Hard or soft conversions ›  Made.com = dwell time and sign ups ›  Exposure, reach and views ›  A/B testing and UTM tracking ›  Remarketing via other channels @SagittariusMktg @JoshWhiten
  45. 45. summary. @SagittariusMktg @JoshWhiten Theory: ›  What are objectives? ›  What stage of journey? ›  Which channels? Implementation: ›  Do the research ›  Make the effort ›  Adjust your messages
  46. 46. want to know more? @SagittariusMktg @JoshWhiten •  hello@sagittarius.agency •  Call us on 01233 467800 •  Speak to your account manager •  Meet us in Ashford or London •  Free multichannel audit and review
  47. 47. questions. @SagittariusMktg @JoshWhiten

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