Don't Boost! Making the most out of Social Media Advertising (EntreFEST 2014)
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In a time of ever-changing social media algorithms, constant updates, and digital obstacles, it’s inevitable you’ll be tempted to dip your toes into the waters of paid advertising. But is it worth it? Can you afford it? More importantly, can you afford not to do it? In a presentation geared specifically for brands with an existing social media presence, Josh Krakauer of Sculpt (that's us) helped answer the question that has existed far longer than Facebook’s “Boost” button: “How do I make the most out of social ads without throwing money away?” This easy-to-digest talk provided valuable tools to both business owners and marketers alike. In a nutshell: Arm yourself with the knowledge to build, manage, and optimize Facebook and Twitter ad campaigns that get better results, for less coin.
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Don't Boost! Making the most out of Social Media Advertising (EntreFEST 2014)
- 1. HashtagDontBoost MAKING THE MOST OUT OF ! SOCIAL MEDIA ADS. HashtagDontBoost “DON’T BOOST.” W/ JOSH KRAKAUER
- 7. HashtagDontBoost AND THEN, MORE HAPPENED.
- 8. HashtagDontBoost SO, WE WROTE A BLOG POST.
- 9. HashtagDontBoost wearesculpt.com/using-facebook-promoted-posts-increase-reach/ “Every time you 'boost’ a post, a kitten dies. Probably this one.”!
- 10. HashtagDontBoost how many people on facebook does it take to have a successful boosted post how to manage and boost a facebook page edit boosted post facebook is boost post the same as an ad best way to boost facebook post why cant i boost post on facebook best 4me to boost facebook post how to add interests to promote your facebook page promote or boost facebook favebook boost post when is the best 4me to boost facebook posts how to boost post on facebook should i use the promote boost on facebook whats more useful boos4ng posts or ads how good is the boost page in facebook what is boost post on facebook page what is boost posts on facebook how does facebook boost a post facebook boost post not working best 4me to boost facebook ads boos4ng a post vs ads manager interests for boos4ng 9 post how to boost post on facebook boosted posts on 9 how to promote now that facebook is making you boost posts facebook boosted post dura4on boost post how to boost facebook page facebook boost interest promoted post vs boost post does facebook boost post work facebook adver4sing versus facebook boosts boost on facebook fscebook and boost posts facebook boost post mul4ple how to best use a facebook boost boost post interests facebook boost vs promote facebook boost post targe4ng iowa city sculpt is page boos4ng be:er than promo4ng page wham boos4ng versus promo4ng facebook boos4ng facebook posts with interests no link to boost facebook post elements of office culture boost post vs sponsored post posts to boost boost post how to used interests in promo0ng pages in 3 3 how to boost a post is boost post the same as an ad best way to boost facebook post why cant i boost post on facebook best 0me to boost facebook post sculpt media HashtagDontBoost { ORGANIC SEARCH: LAST 3 MONTHS } NUMBER ONE SEARCH REFERRER.
- 11. HashtagDontBoost “What are some of your burning questions about Facebook Ads?”
- 12. HashtagDontBoost WE ASKED, YOU ANSWERED.
- 13. HashtagDontBoost “What is Facebook or Twitter doing to fight against large number of 'Fake account' follows, retweets, likes?” - Devin G.
- 14. HashtagDontBoost TO BOOST, OR NOT.
- 15. HashtagDontBoost LET’S TALK AFTER, IF YOU’D LIKE ME TO:! ! a) Make the case for social b) Explain how to setup your ads account c) Talk about best practices and social media strategy d) Discuss the viral video e) Explore paid social media platforms outside of Facebook/Twitter ! HashtagDontBoost
- 16. HashtagDontBoost TODAY, HERE’S HOW I WILL HELP:
- 17. HashtagDontBoost PROVIDE TIPS TO HELP YOU UNDERSTAND AUDIENCE AND TARGETING. HashtagDontBoost
- 18. HashtagDontBoost MAP OUT THE RIGHT ADS, FOR THE RIGHT OBJECTIVES. HashtagDontBoost
- 19. HashtagDontBoost WALK YOU THROUGH HOW TO SETUP ADS PROPERLY. TEST. THEN OPTIMIZE. HashtagDontBoost
- 20. HashtagDontBoost ADVANCED TIPS ON DIGGING INTO DATA. HashtagDontBoost
- 21. HashtagDontBoost WALK THROUGH REAL CASES. HashtagDontBoost
- 22. HashtagDontBoost TOUCH ON TWITTER ADS. HashtagDontBoost
- 23. HashtagDontBoost LEAVE TIME FOR YOUR BURNING QUESTIONS. HashtagDontBoost
- 28. HashtagDontBoost • Only one ad at a time • No placement targeting • Limited interests targeting • Broad friends of fans targeting • Reach based, not objective based
- 29. HashtagDontBoost LET’S DO IT THE RIGHT WAY.
- 30. HashtagDontBoost
- 31. HashtagDontBoost
- 33. HashtagDontBoost WHAT DO YOU CARE ABOUT?
- 34. HashtagDontBoost • Driving in-store traffic • Referring website traffic • Acquiring new customers or leads • Generating brand and top-of-mind awareness • Building an engaged audience of customers
- 35. HashtagDontBoost ` HashtagDontBoost MATCH YOUR BUSINESS GOALS WITH OBJECTIVES.
- 39. HashtagDontBoost PLACEMENTS:! ! - Desktop (News Feed) - Tip: Better for non-mobile links and contests - Mobile (News Feed) - Tip: Better for social engagement and direct response - Right Column - Tip: Optimize for clicks — it will get fewer !
- 41. HashtagDontBoost TIP: PROMOTE AWESOME ORGANIC CONTENT. ONLY.!
- 42. HashtagDontBoost TARGETING: KNOW YOUR AUDIENCES! ! - Location / Age / Gender - Demographics - Interests - Behaviors - Connections - Custom
- 44. HashtagDontBoost TARGETING: CUSTOM AUDIENCES! ! - Email List - Customer List - Retargeted Visitors - Page Lookalike Fans - Website Lookalike Fans *ADVANCED*
- 45. HashtagDontBoost TIP: DOWNLOAD YOUR DATA! ! - Account Settings - Download a Copy - Analyze Ad Topics “IOWA HAWKEYES" “SILICON PRAIRIE” “SOCIAL MEDIA” …AWKWARD.
- 46. HashtagDontBoost TIP: GRAPH SEARCH RESEARCH!
- 48. HashtagDontBoost TIP: SPLIT-TEST SEGMENTS! ! - MAKE COPY OF AD, CHANGE ONE VARIABLE - MALE VS. FEMALE - IMAGE 1 VS. IMAGE 2 - MOBILE VS. DESKTOP - BRAND 1 VS. BRAND 2
- 49. HashtagDontBoost TIP: BIDDING! ! - OPTIMIZED CPM (OR CPA) - DAILY BUDGET VS. LIFETIME
- 51. HashtagDontBoost DIG INTO AD REPORTS *ADVANCED*
- 53. HashtagDontBoost BREAKDOWN:! ! a) AD NAME b) SPEND c) AGE/GENDER OR PLACEMENT d) IMPRESSIONS & FREQUENCY e) # OF ACTIONS (ex. “website clicks”) f) COST PER (DESIRED ACTION) ! ! ! HashtagDontBoost
- 55. HashtagDontBoost AD CAMPAIGN = CONTEST NAME AD SET = INTEREST TARGETS INDIVIDUAL ADS = SINGLE SPLIT-TEST (IMAGE VS GENDER VS AGE) (example)
- 56. HashtagDontBoost TIP: MAKE AD NAMES EASY TO UNDERSTAND. CLIENT_ADTYPE_TARGETING_01_TARGETING_02_AD CONTENT SCULPT_CONTEST_25-54_SBO_ENTREFEST
- 57. HashtagDontBoost CASE STUDIES IN ACTION
- 58. HashtagDontBoost PATRICK, THE COMPUTER GUY The Computer Guy serves the home and home office computer user with reasonable rates and reliable service. We specialize in virus removal, home networking and data recovery. My audience tends to be females in a 50 mile radius of Hampton, Iowa who is between 40 - 75. - Drive website traffic - Acquire new customers or leads - Generate brand and top-of-mind awareness - Build an engaged audience of past and prospective customers TARGET AUDIENCE OBJECTIVES
- 59. HashtagDontBoost I want to know how to best run an ad campaign that will draw customers to my Facebook page, website and cellphone. ” “
- 61. HashtagDontBoost Gender: females Location: 50 mile radius of Hampton, Iowa Age: 35-44, 45-54, 55-64, 65+ RECIPE TARGETING • Limited time offers for maintenance or routine services • Direct Response link posts (free / low-risk offer) with CTA buttons, that track submissions or downloads • Promote most engaging posts to fans only, and target audience • Page Lookalike Audience targeting for new fans • Target email list (custom audience) and lookalike fans
- 62. HashtagDontBoost
- 63. HashtagDontBoost TWITTER ADS: WHAT TO KNOW HashtagDontBoost
- 64. HashtagDontBoost WEBSITE CARDS LEAD GEN CARDS
- 67. HashtagDontBoost
- 68. HashtagDontBoost
- 69. HashtagDontBoost SO, IS IT WORTH IT.
- 70. HashtagDontBoost 1) TARGET APPROPRIATELY. 2) OPTIMIZE USING INSIGHTS. 3) UNDERSTAND OBJECTIVES. 4) TEST EVERYTHING.
- 73. HashtagDontBoost HOW CAN I HELP YOU?