Social media advertising and measurement fandom marketing

1. @MELONIE
MELONIE GALLEGOS
Social Media Advertising
and Measurement

2. @MELONIE
Social Network Ad Spending
$23.68 billion Worldwide
•33.5% increase from 2014 worldwide
•US & China leading 50% worldwide market
•16% of all digital ad spending by 2017
•$9.59 billion US 2015
•Spend $50 per user in 2015
•Facebook advertising consists of 64%
market, Twitter 8.8%, LinkedIn 3.8%
Source: emarketer.com “Social Network Ad Spending Hit 23.68 Billion Worldwide”

3. @MELONIE
Who’s Advertising?

4. @MELONIE
AND, ADVERTISING IS NECESSARY FOR A SUCCESSFUL CONTENT PROGRAM
CONTENT MARKETING
is your advertising program.

5. @MELONIE
Top Social
Traffic Drivers #1
#2
#3
+

6. @MELONIE
Instagram Tops
Engagement

7. @MELONIE
Now, anyone can advertise on
Instagram.
•Direct response ads with linking
•Available for all business, big and small
•Self-service interface
•Create and Buy with Facebook Ads

8. @MELONIE
100% INSTAGRAM
100% SNAPCHAT
87% FACEBOOK
80% TWITTER
50% LINKEDIN
50% YOUTUBE
Social media is mobile first.
Advertising, content & landing
pages must be made for MOBILE.

9. @MELONIE
What To Measure
LINKS | BLOGS | OFFERS
CPC links
CTR links
PHOTOS | VIDEOS | CONVERSATIONS
CPE
CTR ad

10. @MELONIE
Measuring Facebook advertising isn’t
straightforward.
CPC ad links vs. CPC web links
CTR ad links vs. CTR web links

11. @MELONIE
The benefits of not boosting your
Facebook post.
Boosting A Post
•Optimizes for
engagement
•Default CPE
•CPC = clicks anywhere
on the ad
•Link clicks generally
more expensive
•To fans and friends in
geographies
Web Link Ad
•Optimizes for link
clicks
•Default CPC = link
•Highly targeted
•More efficient
spend for traffic
•Higher CTR

12. @MELONIE
Top 3 Ways To Target Customers
Interests
Email List
Website Visitors

13. @MELONIE
Case Study

14. @MELONIE
Content
Infographics
Ad Type
Promoted Pin Traffic Campaign
Test
Education vs. Product
Target
Keywords
Measure
Web Clicks

15. Product VS. Technique
• Running
• Running shoes for
high arches
• Running shoes for
flat feet
248 REPINS 413
228 CLICKS 102
1.4% CTR .11%
$0.44 CPC $0.66
• Cycling
• Road cycling
• Road cycling
workout

16. No Sales Permitted

17. @MELONIE
Content
Website URL’s
Ad Type
Carousel Ad
Test
Blogs vs. Products
Target
Email list, running + fitness
Measure
Web Clicks

18. Content VS. Products
Running Guides $0.26 CPC link | 2.75% ad CTR | 2.43% link CTR | 385 link clicks
Running Shoes $0.33 CPC link | 2.26% ad CTR | 1.85% link CTR | 305 link clicks

19. @MELONIE
ROI Checklist
Use the right type of ad
Have a content strategy
Don’t forget the CTA
Use Google Analytics parameters (tags)
Set Google Analytics Goals
Identify Google Analytics events
Track shopping cart revenue
Twitter & Facebook ad pixel

20. @MELONIE
QUESTIONS?
Thank You
BRANDSWITHFANSBLOG.COM
@MELONIE
@FANDOMMARKETING