May 14–16, 2014
#CZLTO | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Rea...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
No school like the old school!
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Who the Heck Is This Guy?
• Managing Partner - Clix Marketing
• Digital...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
What’s In Store For You?
• Facebook Ads
– Objectives, Ad Sets & Custom ...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
FACEBOOK ADS
Reach Out and Touch Someone With…
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Facebook Campaign Types
• Based on objective.
• Need to track
conversio...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Track Conversions with Facebook
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Facebook Ad Units
Page Post Ad
(multi-device, multi-page placement)
Rig...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Facebook Ads: Pro Tip
For page post ads, create posts
specifically as a...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Facebook Ad Units
Page Likes
(multi-device, multi-page placement)
App I...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Facebook Ad Units
• Also ran…
– Page Post
Engagement
– App Engagement
–...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Newsfeed Ads ROCK
• Higher click-through rate (CTR)
• 51% higher
• Seri...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Facebook Ads Image Specs
• 1200 x 627: This size works for page post ad...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Ad Sets: Facebook Grows Up
• Similar to traditional
PPC campaign/ad
gro...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Facebook Ads: Pro Tip
Custom Audiences FTW!!!
Upload email addresses or...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Did You Miss It?
• Custom Audiences
allow you to create
Facebook
remark...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
TWITTER ADS
Reach Out and Touch Someone With…
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Twitter Campaign Types
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Twitter Ad Units
• Promoted Tweet
• 140 characters
– Including your lin...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Twitter Ads: Pro Tip
Images, videos, hashtags and
@handles will greatly...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Twitter Lead Gen Card
• Request Twitter
Followers contact you
directly ...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Twitter Website Card
• Opportunity to post
images for higher
engagement...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
IPO = Features!
Twitter Ads
Conversion Tracking
And a Little Remarketin...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
LINKEDIN ADS
Reach Out and Touch Someone With…
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
LinkedIn Ad Units
Right Column
(desktop only, one page placement)
Spons...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
LinkedIn Ads: Pro Tip
You can also create a “video ad”
unit within Link...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
LinkedIn Ads Image Specs
• Right column ad:
– 50x50
• Sponsored update:...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
LinkedIn Ads Lead Collection
• Users can contact you directly via Linke...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Reach Out and Touch Someone With…
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
MOAR TIPS PLEEZ!
LinkedIn & Facebook on the
Google Display Network?
• Y...
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Thank You!
• Have Questions?
• @john_a_lee
• john@clixmarketing.com
• w...
Upcoming SlideShare
Loading in …5
×

Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO

1,045 views

Published on

Learn new ad formats and features of Facebook Ads, LinkedIn Ads and Twitter Ads that will allow you to more efficiently engage with potential customers via social advertising.

Published in: Marketing, Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,045
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
9
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO

  1. 1. May 14–16, 2014 #CZLTO | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers Reach Out And Touch Someone… With Exciting New Social Advertising Ad Formats John A. Lee Clix Marketing Managing Partner
  2. 2. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive No school like the old school!
  3. 3. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Who the Heck Is This Guy? • Managing Partner - Clix Marketing • Digital Advertising Geek – Emphasis on “Geek” • Prior Sentences Served: – Hanapin Marketing – Wordstream • Writer: – Search Engine Watch, ClickZ, Clix Marketing Blog, Acquisio Blog, PPC Hero • Speaker: – SMX, SMX Social, SES / ClickZ Live, HeroConf, State of Search
  4. 4. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive What’s In Store For You? • Facebook Ads – Objectives, Ad Sets & Custom Audiences. Oh My! • Twitter Ads – Awesome, Amazing Things. Trust Me. • LinkedIn Ads – In 3rd Place and Loving It. But, hey, it works.
  5. 5. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive FACEBOOK ADS Reach Out and Touch Someone With…
  6. 6. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Facebook Campaign Types • Based on objective. • Need to track conversions? No problem. • Objectives dictate certain campaign features.
  7. 7. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Track Conversions with Facebook
  8. 8. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Facebook Ad Units Page Post Ad (multi-device, multi-page placement) Right Column Ad (desktops, one page placement)
  9. 9. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Facebook Ads: Pro Tip For page post ads, create posts specifically as ads. Also known as “dark posts,” this tactic allows you to maintain clean data for your campaign.
  10. 10. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Facebook Ad Units Page Likes (multi-device, multi-page placement) App Installs (multi-device, multi-page placement)
  11. 11. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Facebook Ad Units • Also ran… – Page Post Engagement – App Engagement – Offer Claims – Event Responses • Coming Soon! • Bigger right column ads:
  12. 12. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Newsfeed Ads ROCK • Higher click-through rate (CTR) • 51% higher • Seriously • Don’t believe me? – bit.ly/FBCTR
  13. 13. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Facebook Ads Image Specs • 1200 x 627: This size works for page post ads, right column ads, etc. • If image is outside of these dimensions, Facebook will resize for you. • 20% or less of image can be text. • This is the most exciting image you will see all day.
  14. 14. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Ad Sets: Facebook Grows Up • Similar to traditional PPC campaign/ad group hierarchy. • Campaigns – organize by objective. • Ad Sets – organize by budget, audience segment, targeting feature. • Ads – test different ad types, images, text, etc.
  15. 15. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Facebook Ads: Pro Tip Custom Audiences FTW!!! Upload email addresses or phone numbers from pre-existing lists and match to Facebook users. Create “positive” targeting lists AND “negative” exclusion lists. Sync with other marketing campaigns like email and your CRM efforts. Create “lookalike” audiences based on your customer data.
  16. 16. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Did You Miss It? • Custom Audiences allow you to create Facebook remarketing lists. • “Custom Audience from your website” • Boom, baby!
  17. 17. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive TWITTER ADS Reach Out and Touch Someone With…
  18. 18. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Twitter Campaign Types
  19. 19. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Twitter Ad Units • Promoted Tweet • 140 characters – Including your link. • “Promoted Only” keeps ads separate from organic tweets. • Include hashtags, @handles and video/image to boost engagement.
  20. 20. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Twitter Ads: Pro Tip Images, videos, hashtags and @handles will greatly increase engagement rates. Is your goal website clicks? Images, hashtags and @handles are charged as a click, but may not send traffic to your website. Try using Twitter Cards instead!
  21. 21. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Twitter Lead Gen Card • Request Twitter Followers contact you directly from Twitter. • Username, name and email address are submitted. • Submissions compiled in .csv file or can submitted directly to CRM.
  22. 22. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Twitter Website Card • Opportunity to post images for higher engagement rates, but still drive traffic to your website. • Include images, call- to-action button and additional copy with promoted tweets.
  23. 23. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive IPO = Features! Twitter Ads Conversion Tracking And a Little Remarketing Just for Fun
  24. 24. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive LINKEDIN ADS Reach Out and Touch Someone With…
  25. 25. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive LinkedIn Ad Units Right Column (desktop only, one page placement) Sponsored Update (newsfeed) (multi-device)
  26. 26. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive LinkedIn Ads: Pro Tip You can also create a “video ad” unit within LinkedIn Ads. Sounds great. In theory. You pay for a LinkedIn user to “click” the play button. This doesn’t mean that they will come to your website. Is this valuable to your marketing goals? Your choice.
  27. 27. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive LinkedIn Ads Image Specs • Right column ad: – 50x50 • Sponsored update: – 646x220 minimum – Info here is sparse and images will be cropped to fit device screen.
  28. 28. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive LinkedIn Ads Lead Collection • Users can contact you directly via LinkedIN. • Negative drawback: you are forced to respond to these leads within LinkedIN as well. • Ain’t nobody got time fo’ dat!
  29. 29. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Reach Out and Touch Someone With…
  30. 30. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive MOAR TIPS PLEEZ! LinkedIn & Facebook on the Google Display Network? • Yes! • Placement target linkedin.com and/or facebook.com via Google AdWords. • Layer with keywords to hit the right audience. • Solid impressions, low traffic. Great for branding. +Post Ads from Google+ • Turn Google+ posts into display ads on the Google Display Network. • Closest thing we have to Google+ ads. • Ad is geared toward engagement with +1, comments and Hangout Air features. • Requires AdWords and 1000+ followers.
  31. 31. @john_a_lee May 14–16, 2014 | #CZLTO | @ClickZLive Thank You! • Have Questions? • @john_a_lee • john@clixmarketing.com • www.clixmarketing.com

×