The Truth Behing Social Media Advertising


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Smx West 2014 Social Media Marketing Bootcamp Session #Smx #13C - The Truth Behing Social Media Advertising Presentation By Lisa Buyer @Lisabuyer Of The Buyer Group

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The Truth Behing Social Media Advertising

  1. @lisabuyer Facts • I Live in Celebration, Florida
  2. @lisabuyer Facts Balancing PR+SEO+Social since 2006 PR since 1990 Clients include: • Public, private tech startups, real estate, health and wellness and other agencies Favorite hashtags: • #yoga • #sunsets • #surfing
  3. @lisabuyer Facts • Traditional PR background • Agency owner since 1996 • Author of Social PR Secrets • Editor of SocialPRChat • Column in Search Engine Watch • Covers trending topics and news related to Search, Social and Public Relations
  4. The Truth Behind Social Advertising • Nielsen reports 3/4 of all advertisers have used paid social media • Advertising on major social networks—called social advertising, or native advertising—is taking off • Expected to hit $11 billion in revenues by 2017
  5. The Truth Behind Social Advertising • Social ads work better on mobile than traditional • U.S. social mobile ad revenues approached $600 million in 2012, and are expected to grow to $2.2 billion by 2017 • Brand building vs. direct response
  6. The Truth Behind Social Advertising • Stages of Social ad • Metrics are slightly blurred
  7. 2014 Facts Stats, Trends, Rumors • 1.26 billion users • 1.23 billion active users monthly • 757 million daily users • 76% of users log in once a day • Fake accounts
  8. Facebook Fraud? February 2014
  9. #Truth If you still use Facebook ads as if it’s 2012, you deserve the results you get. Did not exists until the last year Conversion Tracking Custom Audiences Lookalike Audiences Website Custom Audiences FBX Partner Categories Facebook’s new ad reports.
  10. Facebook Ads Not Working? • This is not PPC • Are you stuck in 2012? • Conversions and short-term, unrealistic goals • Amateurs vs. experts
  11. Facebook Ads STILL Not Working? • No testing • Exploring can be expensive • Low Quality Followers • Content Quality and Quantity • Poor content • Like Farms
  12. Why Facebook Ads Do Work • Custom Targeting • Remarketing • Conversion tracking • Branding • High Quality Traffic
  13. Facebook Ads + Devices Newsfeed Right hand
  14. Ads to Gain More Likes (Fans) Newsfeed Right hand
  15. Engage with Image Ads Newsfeed Right hand
  16. Share Messages with Video Ads Newsfeed Right hand
  17. Social to Store with Offer Ads Newsfeed Right hand
  18. Simple Text Only Status Ads Newsfeed Right hand
  19. Social RSVP with Event Ads Newsfeed Right hand
  20. Website Ads (Blog Content Ads) Newsfeed Right hand
  21. Social to Mobile! App Ads Newsfeed Right hand
  22. Premium Ads = Ex: Logout Newsfeed Right hand
  23. FB Ad Shortcuts to Avoid
  24. Ad Types Shortcuts to Avoid
  25. Sponsored Stories Going Bye Bye Sponsored Stories Ending in April 2014 • Sponsored stories show when a user's Facebook friend interacts with a sponsored Page, app or event • They will become Page Like ads
  26. Ad Language to Avoid • Foul language • Alcohol • Plastic surgery • Sexual references • Adult content
  27. Ad Language to Avoid
  28. Innocent but Guilty Ads Get Disapproved
  29. Meet Power Editor: Your Facebook Ads BFF Best For: • Easy set-up of Conversion Tracking • Targeting Custom Audiences • Dark Posts – huh? • Be first to get new Facebook ad features
  30. Power Editor
  31. Dark Posts • Creating Page Post Ads that don’t clutter your timeline • AKA: Unpublished posts • Solely for promotion • Don’t go crazy, keep brand voice • TOTAL control over who sees what message
  32. Facebook’s Incredible Targeting • Add a private list of your current customers to Facebook • Interest targeting to reach people who already like or have a connection • Partner category targeting to help show your ads to people using information that’s available outside of Facebook • Remember: you can maximize the ROI by creating ads for specific audiences
  33. Partner Targeting
  34. Interest and Category Targeting
  35. Media Targeting
  36. Media Relations with Facebook Ads
  37. Build Relationships with Custom Audiences • Lets advertisers find their existing audiences among people who are on Facebook • 6x return on ad spend when using: – Email addresses – Phone numbers – Facebook user IDs – App user IDs – IDFAs
  38. Upsell with Custom Audiences • Use Ads Create Tool • Power Editor • Usually need a minimum of 2500 email addresses
  39. Sales Dream? Lookalike Audiences • Lets you reach new people who are likely to be interested in your business because they're similar to a customer list you care about • Builds brand awareness
  40. Prove it with Conversion Tracking -
  41. Website to Newsfeed Retargeting
  42. Facebook Exchange Now Available in Newsfeed
  43. Facebook Exchange 1. View Product on Website
  44. Facebook Exchange 2. Appears in Newsfeed
  45. CPC vs. CPA
  46. Facebook Ads Manager Overview • Create Ads • Campaigns • Pages • Reports • Settings • Conversion • Tracking • Power Editor • Audiences
  47. Managing Ads Daily Spend
  48. Managing Ads Settings
  49. Managing Ads • Narrow down to see which campaigns are active - results/costs/actions • See individual campaign performance
  50. Managing Ads • See if you are meeting your objectives • Clicks might exceed website clicks • Click on reports to see if you are meeting your business goals
  51. Facebook Reports/Analytics
  52. Key Performance Indicators • Facebook Insights • Referring Traffic • Google Analytics Social Reporting • Simply Measured
  53. ROI • Conversions • Customer Service • Brand Building • Relationships
  54. 2014 Facts, Stats and Trends
  55. Why Use Twitter Ads • Twitter is still the best real-time news network • Builds audience/reach • Sometimes better exposure than organic • Lead generation • Media relations
  56. Why Use Twitter Ads
  57. Pro Tips in Writing • Start organically first • Direct response tweets - avoid optimizing with: – #hashtags – @mentions – Images • Give followers an incentive to spread the word
  58. Best Practices Include a Call to Action
  59. Types of Targeting • Usernames • Similar usernames • Keywords - in tweets • Geo • News phrases and headlines
  60. Promoted Accounts • Quickly Reach More Followers • Build community advocates • Target by: – Geo – Interest • Pay only when people follow you back
  61. Promoted Tweets • Regular Tweets but with the added bonus of reaching both current and potential followers you target • Found in: – Twitter timelines – Search results
  62. Promoted Tweets for PR News NBC Reporting Academy Award Win for Director
  63. Promoted Tweets NOW in Search
  64. Pro Tips in Writing
  65. Identify Your Target Audience
  66. Targeting Example
  67. Twitter Cards for Images, Photos & Lead Gen
  68. Best Practices Image vs. No Image
  69. Best Practices Images • Images are AWESOME with higher 2x more engagement BUT… • Be careful in Twitter ads because you will be charged for clicks on images • (Images are links) • Fewer characters
  70. Twitter Ad Tips • Research before starting a campaign using tools such as Simply Measured • Create a goal • Identify target audience • Monitor • Start small ad scale up
  71. Key Performance Indicators • Twitter Analytics • Referring Traffic • Google Analytics Social Reporting • Simply Measured
  72. Reflect and Measure
  73. 2014 Facts, Stats and Trends • Started in May 2003 • 227 million total active users • 40% of users log in daily • Geographic reach to over 200 countries • Over 3 million business pages listed on this platform • 37% visits via mobile
  74. Why Use LinkedIn Social Ads • Brand awareness • Lead generation
  75. Ad Formats • Sponsored updates – Raise brand awareness – Relationship building – Quality leads • Text and Image Ads • Video Ads • Text only Ads
  76. Targeting • Geography • Industry • Groups • Job Title
  77. Setup • Audience • Messaging • Budget • Schedule
  78. Pro Tips In Creating + Writing 1. Must have a LinkedIn account 2. Define your ideal customer 3. Be sure to have a good landing page
  79. Have A Good Landing Page • Be sure to have a good landing page • Research other LinkedIn ads before you start
  80. Check out other LinkedIn Ads
  81. Measure Results • Strong headlines that speak to your target • Review ad variations • Measure results
  82. Test Headlines and Ad Variations
  83. Media Relations Using LinkedIn
  84. Key Performance Indicators • LinkedIn • Referring Traffic • Google Analytics Social Reporting • Simply Measured Analytics
  85. Cost-per-Click • CPCs start at around $2 and run up to $4 or $5 per click • LinkedIn pegs a good clickthrough rate at 0.025%
  86. Promoted Pins • Will be transparent and appear in feed • No intrusive pop-up ads • Relevant to search • Option for feedback
  87. Instagram Ads
  88. Google +Post Ads
  89. #Truth If you still use Facebook ads as if it’s 2012, you deserve the results you get. Did not exists until the last year Conversion Tracking Custom Audiences Lookalike Audiences Website Custom Audiences FBX Partner Categories Facebook’s new ad reports.
  90. Social Advertising Buyer Beware • Emails still rock in customer acquisition • Social can stink in the short term • Why invest in social?
  91. Four Metrics That Rock According to Avinash Kaushik • Conversation Rate • Amplification Rate • Applause Rate • Economic Value
  92. Social Advertising Takeaways • Facebook advertising is the biggest platform with most targeting opportunity, but it is also the most complex • Advertising on Facebook – be sure the team behind it stays current on Facebook Ad platform changes and updates. • Twitter advertising offers ways to gain traction, brand awareness and leads in REAL Time. • LinkedIn Ads cater mostly to the B2B market • Watch for NEW social ad opportunities from Instagram, Pinterest and Google+
  93. Social Advertising Takeaways • Visual usually works best • Image and Videos work well on mobile • Landing pages make a big difference, sending people to home pages typically is not ideal • Social paid is a smart way to amplify awesome content. Example blog post • Social paid can act as an effective content distribution method • Pick the social network that fits your organization best to explore social paid
  94. Social Advertising Takeaways • Community Managers can accomplish more with the right social paid in place to support community • Media relations! Social Paid can help gain publicity and exposure to the audience that matters • Sales and marketing can take advantage of social advertising to generate leads and generate more sales from existing customers • Social Advertising is not a short term proposition • Things change. What worked last year may not work this year
  95. Facebook Ad Resources • • • • • • • statistics#.UwTmfUJdXE4 • brilliant-option-increase-sales-your-ecommerce-site
  96. Twitter Ad Resources • • • • @twitterads • @TwitterSmallBiz
  97. LinkedIn Ad Resources • • advertising-tips-2014/#sthash.jvSDiZG7.dpuf • linkedin-ads1/
  98. Book signing during SMX 