The basics of social media advertising 3(2)


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The basics of social media advertising 3(2)

  1. 1. The Basics of Social Media Advertising<br />April 29, 2010<br />1:00 PM – 2:00 PM (EDT)<br />
  2. 2. Who We Are<br />Who We Are<br />Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.<br />Hanny Hindi<br />Clickable Search Marketing Guru<br />Max Kalehoff<br />Clickable Search Marketing Guru & Vice President of Marketing<br />4/29/10<br />2<br />
  3. 3. Agenda<br />Our Goal Today: Introduce the Basics of Social Media Advertising.<br />The basics of social media advertising’s costs, ad copy restrictions and bidding procedures.<br />What you need to know to make an informed decision about whether to advertise on social media networks.<br />Strategies for “hyper-targeting” users on.<br />Incorporating social media advertising into a larger social media strategy that includes Twitter feeds and Facebook fan pages.<br />4/29/10<br />3<br />
  4. 4. Social Media Today<br /><ul><li>Online media that facilitates social interaction
  5. 5. The first major innovation in online advertising since search.
  6. 6. Companies with major scale (especially Facebook) are creating new opportunities for advertisers.
  7. 7. These are opportunities that advertisers will need to seek out; they aren’t going to make their way into the search networks.</li></ul>4/29/10<br />4<br />
  8. 8. History of Social Media Marketing<br />Social Advertising<br />Earned Social Media Tactics<br />4/29/10<br />5<br />
  9. 9. Social Media Advertising Audience<br /><ul><li>Facebook: 400 million members, spending half a trillion minutes per month on the site.
  10. 10. MySpace: 250 million members, 60 million unique users each month.
  11. 11. Twitter: over 100 million members, 55 million tweets a month.</li></ul>4/29/10<br />6<br />
  12. 12. Where Does Social Media Advertising fit into Your Overall Advertising Plan?<br />What is the purpose of your advertising?<br /><ul><li>Branding: engaging your audience and fans:
  13. 13. Create a page with useful, current information.
  14. 14. Integrate social media features into your website.
  15. 15. Direct Response: performance advertising:
  16. 16. Create a social PPC campaign.
  17. 17. Track performance against your other direct response channels (SEM, email, etc.)
  18. 18. Spend more in whichever channels yield best results.</li></ul>4/29/10<br />7<br />
  19. 19. Maintaining a Presence on Social Media Sites<br />Pages or Profiles<br />Pay-per-click (PPC) ads<br />4/29/10<br />8<br />
  20. 20. Social Media Profile Pages<br /><ul><li>Profile pages are like miniature Web pages within social media sites.
  21. 21. Any company, brand or organization can make an advertiser page for free.
  22. 22. Customers and potential customers can become “friends” or “fans” or your business or brand.
  23. 23. Can include information about your business, such as:
  24. 24. Hours
  25. 25. Location
  26. 26. Website
  27. 27. Menu/list of services
  28. 28. Can (and should) include other dynamic content, such as:
  29. 29. Your updates (e.g., “Sale this week only!”)
  30. 30. Comments left by your customers and fans
  31. 31. RSS feed of your blog</li></ul>4/29/10<br />9<br />
  32. 32. Social Media Profile Pages<br />4/29/10<br />10<br />
  33. 33. Social Media Profile Pages<br />4/29/10<br />11<br />
  34. 34. Social Media Profile Pages<br />4/29/10<br />12<br />
  35. 35. Social Media Profile Pages<br />4/29/10<br />13<br />
  36. 36. Best Practices for Social Media Pages<br /><ul><li>Use profile pages as landing pages for branding campaigns, and external sites for direct-response campaigns.
  37. 37. Make sure somebody within your organization can manage profile pages on a day-to-day basis; the information on those pages is too specific and dynamic to outsource.
  38. 38. Take advantage of the ability to mass-message your fans/friends/followers.
  39. 39. Decide whether to display your customers’ comments.
  40. 40. If you do, you’ll need to moderate them.
  41. 41. If you don’t, you’ll need to fill that blank space somehow.
  42. 42. Don’t create a page just because, and then leave it blank, out-of-date, or ugly. It’d be better to not have one at all.</li></ul>4/29/10<br />14<br />
  43. 43. Who Should Create a Social Media Profile Page?<br /><ul><li>If you have real-world fans or members:
  44. 44. Local pizza place, ice cream shop, coffee house
  45. 45. Consumer brands
  46. 46. Membership-based organization (church, club)
  47. 47. If you have a service or product that people might search for on Facebook.
  48. 48. Results are localized
  49. 49. Not a lot of competition
  50. 50. If you want to provide your customers with a hip, casual way to interact with you and each other.
  51. 51. If you want to be able to target advertising and messages specifically to your fans.</li></ul>4/29/10<br />15<br />
  52. 52. Social Media Pay Per Click Ads<br /><ul><li>Social PPC ads are like SEM content match ads
  53. 53. Auction-based, PPC pricing
  54. 54. Ads appear within content pages (not search results pages)
  55. 55. Typical click-through rates (CTR) are comparable
  56. 56. Ads are narrowly targeted to a niche audience
  57. 57. Important differences from content match ads
  58. 58. Targeting: Social/demographic, not contextual.
  59. 59. Ad creative formats: 125 character descriptions, should always include images.
  60. 60. Account structure: No ad groups.</li></ul>4/29/10<br />16<br />
  61. 61. Creating Targeting “Personas”<br /><ul><li>Define your user personas in business terms, rather than starting with targeting options
  62. 62. “18-25 yr. old male college graduates with an interest in chess”
  63. 63. “unmarried 20-25 yr. old women living in Pennsylvania”
  64. 64. And so on…
  65. 65. Once you’ve defined your personas, use the social network’s targeting options to implement them.</li></ul>4/29/10<br />17<br />
  66. 66. Social Media PPC Ads: Ad Targeting<br />4/29/10<br />18<br />
  67. 67. Social Media Ads are not contextually based on page content. They are always targeted to the user’s profile data.<br />Ads are for a 30-year-old college-educated male in Baltimore.<br />4/29/10<br />19<br />
  68. 68. Social Media PPC Ads: Ad Creative<br /><ul><li>Destination URL
  69. 69. Title (25 chars)
  70. 70. Body text (125 chars)
  71. 71. Image (optional)
  72. 72. Best Practices
  73. 73. Everything that’s good writing practice for SEM still applies.
  74. 74. Include an image.
  75. 75. Directly address your target audience by age, gender, location and interest.</li></ul>4/29/10<br />20<br />
  76. 76. SEM Account Structure<br />Campaign: Set budget (contains ad groups)<br />Ad Group 2<br />keywords ↔ ads<br />Ad Group: (contains targeting parameters & ads) <br />Ads:<br />Keywords:<br />pizza<br />Ad Group 3<br />keywords ↔ ads<br />pizza delivery<br />order pizza<br />pizza online<br />Ad Group 4<br />keywords ↔ ads<br />cheap pizza<br />4/29/10<br />21<br />
  77. 77. Social Ad Account Structure<br />Ad: Set budget <br />(contains targeting parameters and one ad)<br />Targeting Parameters:<br /><ul><li>NYU student
  78. 78. Manhattan
  79. 79. 18-22</li></ul>Single ad creative<br />Ad 2<br />Targeting Parameters ↔ Ad Creative<br />Ad 3<br />Targeting Parameters ↔ Ad Creative<br />4/29/10<br />22<br />
  80. 80. Social Media PPC Ads: Management, Structure & Optimization<br /><ul><li>No groupings of ads into ad groups or campaigns
  81. 81. Each “ad” pairs targeting options with single ad copy
  82. 82. Budgets and bids are set on individual ads
  83. 83. Best Practices
  84. 84. Create many small, narrowly-targeted ads.
  85. 85. Track conversion rates and ROI separately for each ad.</li></ul>4/29/10<br />23<br />
  86. 86. Who Should Use Social Media PPC Ads?<br />Do try social media ads<br /><ul><li>If you can describe your target audience in terms of their social, cultural, demographic or psychographic characteristics.</li></ul>Think twice …<br /><ul><li>If your target audience cannot be described by social ad targeting parameters.</li></ul>4/29/10<br />24<br />
  87. 87. Who Should Use Social Media PPC Ads?<br />Do try social media ads<br /><ul><li>If you have good enough performance analytics to compare social PPC ads to your other media source and know if it works.</li></ul>Think twice …<br /><ul><li>If you won’t be able to tell whether they’re working, or how high a bid is cost effective.</li></ul>4/29/10<br />25<br />
  88. 88. Who Should Use Social Media PPC Ads?<br />Do try social media ads<br /><ul><li>If you’ve had success with search engines’ Content Network ads.</li></ul>Think twice …<br /><ul><li>If you’ve never tried SEM content match networks.</li></ul>4/29/10<br />26<br />
  89. 89. Who Should Use Social Media PPC Ads?<br />Do try social media ads<br /><ul><li>If you have some prior experience with managing PPC ads.</li></ul>Think twice …<br /><ul><li>If you’re new to online advertising.</li></ul>4/29/10<br />27<br />
  90. 90. The Interaction of Search and Social<br /><ul><li>Make your PPC campaign, profile page and traditional website complement one another.
  91. 91. Custom social network-specific landing pages for PPC.
  92. 92. Include content from your website on your page.
  93. 93. Interact with your customers on your Facebook page, and listen to their feedback.
  94. 94. Use Facebook social plugins to integrate your website into Facebook.</li></ul>4/29/10<br />28<br />
  95. 95. Getting Started Now<br />Join Facebook and Twitter. Learn how they work.<br />Create a company profile page.<br />Create a single practice ad for a tiny niche.<br />Create a broad ad covering many customers.<br />Over time, refine your broad ad into many smaller niches with custom ad creatives.<br />Integrate Facebook and Twitter sharing features into your website.<br /><br />4/29/10<br />29<br />
  96. 96. Simplifying SMA with Clickable<br />4/29/10<br />30<br />
  97. 97. How Clickable Can Help<br />Let Clickable Assist Account Associates create and manage Pay-Per-Click Facebook Ads for you.<br />Create and edit Facebook edits in Bulk with Clickable Pro.<br />Track performance alongside Google, Yahoo and Microsoft with Clickable Conversion Tracking.<br />Report search and social performance side-by-side.<br /><br />4/29/10<br />31<br />
  98. 98. How to Sign Up for Clickable<br />Simply go to and try the Pro product free for 15 days.<br />If you want more support, consider Clickable Assist, our fully-managed solution:<br />Or email us:<br />4/29/10<br />32<br />