Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

2

Share

Download to read offline

Master Social PPC in 2015! 10 Tips To Set Yourself Up For Success

Download to read offline

Is your social PPC ready for 2015? In the past year, we’ve seen a lot of changes in features, reporting, and advertising options for Facebook, Twitter, and LinkedIn. In this webinar, social advertising experts talk through some new options available, like the latest reporting system and video ads in Facebook and remarketing on different platforms, as well as taking a deeper dive into insights and the policies that will affect your advertising plans.

In the recording, experts from Clix Marketing and Hanapin Marketing discuss 10 tips to set yourself up for success and formulate a solid 2015 social strategy.

You’ll get expert-level PPC tips like:

*Managing the ever-changing image sizes and policies across social networks
*Utilizing Video Ads in Facebook
*How to prepare for social as a whole in 2015

Related Books

Free with a 30 day trial from Scribd

See all

Master Social PPC in 2015! 10 Tips To Set Yourself Up For Success

  1. 1. #THINKPPC &HOSTED BY: Master Social PPC in 2015! 10 Tips To Set Yourself Up For Success
  2. 2. #THINKPPC Presenters • John Lee – Managing Partner at Clix Marketing – John is a PPC, display and social advertising professional. He has written for Search Engine Watch, ClickZ, Acquisio Blog, Clix Marketing Blog, PPC Hero and the WordStream Blog. – @John_A_Lee • Kristina McLane – Account Manager at Hanapin Marketing – Blogger at PPC Hero – @kristinaMcLane
  3. 3. #THINKPPC Join the conversation • Include the hashtag #thinkppc in your tweets. • Or use the webinar question box to send us questions.
  4. 4. #THINKPPC Live Poll Question #1 How long have you been in PPC? A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  5. 5. #THINKPPC Live Poll Question #2 How do you manage your account(s)? a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
  6. 6. #THINKPPC #1 - Custom & Lookalike Audience Targeting You Decide Who to Target. Literally. ● Your emails. ● Your phone numbers. ● Your website visitors. ● Your app visitors. Not One, But Two Flavors! ● Facebook Ads. ● Twitter Ads. ○ FYI: Twitter calls these “Tailored Audiences”
  7. 7. #THINKPPC #1 - Custom & Lookalike Audience Targeting But Wait! There’s More! Are laser-targeted, super-specific custom audiences not enough for you? Introducing.. Lookalike Audiences! ● Tell Facebook & Twitter to find other users who match your Custom Audience. ● Go one step farther with Facebook: ○ Build Lookalike Audiences based on geography (country) and with a sliding scale of similarity.
  8. 8. #THINKPPC Facebook Ads Audience Creation Facebook: Create a Custom Audience Facebook: Create a Lookalike Audience
  9. 9. #THINKPPC Twitter Ads Audience Creation Twitter: Create a Custom Audience
  10. 10. #THINKPPC Twitter Ads Audience Creation Twitter: Create a Lookalike Audience ● Two-step process. ● Target Tailored Audience (custom list). ● Check: “Expand reach by targeting similar users…” ● Exclude Tailored Audience (custom list).
  11. 11. #THINKPPC How to Use Custom or Lookalike Audiences • Remarketing. • Expand reach. • Companion piece for CRM- based lead nurture. • Customer engagement. • Exclude existing leads, customers, etc.. • Brainstorm on demographic, geographic and interest targets for Facebook (via Audience Insights)
  12. 12. #THINKPPC #2 - Facebook Audience Insights Use them to better understand your custom audiences! vs. Comparing custom audiences can give great “insights”.
  13. 13. #THINKPPC #2 - Facebook Audience Insights Is there any differences between custom audiences? Converters: Site Visitors:
  14. 14. #THINKPPC #2 - Facebook Audience Insights Say goodbye to the 18-24 year olds, because they are not going to convert
  15. 15. #THINKPPC #2 - Facebook Audience Insights Make educated decisions for new and layered targeting!
  16. 16. #THINKPPC #3 - Video Ads in Facebook Like normal page posts, we get (1) account info, (2) description, (3) video that plays directly in Facebook and (4) the page likes.
  17. 17. #THINKPPC #3 - Video Ads in Facebook People love to interact with video ads. It’s more than just viewing the video! The video ad gets 100% more engagement.
  18. 18. #THINKPPC #3 - Video Ads in Facebook A lot of interaction and clicks, but a low conversion rate. A “click” on Facebook includes: expanding the description, comments, likes, shares, etc.
  19. 19. #THINKPPC #3 - Video Ads in Facebook Low website click-thru-rate, low cost-per-clicks, high conversions rates for Facebook visitors, who click through to the website.
  20. 20. #THINKPPC #3 - Video Ads in Facebook Bonus Tips for Video Ads: 1. Videos should be short. 2. Call-to-action button is a must! 3. Keep your viewers engaged. 4. Sell your video with your headlines and descriptions.
  21. 21. #THINKPPC #4 - Facebook Ads Reporting Upgrade Facebook Ads gets a little better with each passing month. Want proof? The “Breakdown” report.
  22. 22. #THINKPPC #4 - Facebook Ads Reporting Upgrade What’s the Big Deal? • Reporting efficiency. • Quickly access important data points without need for complex filters. • Deeper insight into placement and device (by iOS, Android, etc.). • Combine data sets (e.g. placement and conversion device, gender and destination, etc.)
  23. 23. #THINKPPC #4 - Facebook Ads Reporting Upgrade Breakdown: Country Breakdown: Placement & Device
  24. 24. #THINKPPC Live Poll Question #3 Other than Facebook, what types of social ads have been performing best for you? #thinkppc a) Twitter Ads b) LinkedIn Ads c) Facebook Remarketing d) Other e) I’m not doing social ads right now
  25. 25. #THINKPPC #5 - Twitter Cards Because conversions matter… Twitter cards make sense. vs.
  26. 26. #THINKPPC #5 - Twitter Cards Website Cards: A way to drive conversions on your own website. Regular Tweet (117 characters after the card is added) Headline (70 characters) Button: Call to action
  27. 27. #THINKPPC #5 - Twitter Cards Lead Generation Cards: Lead generation that’s part of the Twitterer’s way of thinking. Custom Call-to- Action (20 characters) Short Description (50 characters) An Image To Call More Attention Shared Email Address
  28. 28. #THINKPPC #6 - Social Ads + Remarketing = Awesome If you are into remarketing, social advertising is a wonderland filled with magical toys! #6 - Social Ads + Remarketing = Awesome
  29. 29. #THINKPPC Facebook Exchange (FBX) • 3rd party retargeting services like AdRoll, Perfect Audience. • Other display service providers also serve ads on FBX. • All cookie-based via website pixel. Facebook Ads ● Custom Audiences ○ Your emails, phone numbers, etc. ● Website Audiences ○ Your website visitors based on website pixel. Facebook Remarketing
  30. 30. #THINKPPC Audience Import • Sync audience from 3rd party retargeting services like AdRoll, Perfect Audience. Twitter Ads ● Custom Audiences ○ Your emails, phone numbers, etc. ● Website Audiences ○ Your website visitors based on website pixel. Twitter Remarketing
  31. 31. #THINKPPC #7 - LinkedIn In 2014, nothing really happened in LinkedIn. EXCEPT… LinkedIn acquired Bizo.
  32. 32. #THINKPPC #7 - LinkedIn Who is Bizo? Marketing platform for B2B Marketers: ● Retargeting ● Multi-Channel Targeting ● Funnel Analytics
  33. 33. #THINKPPC #7 - LinkedIn What could Bizo bring to LinkedIn? Disclaimer: There are no guarantees that LinkedIn can change, but we can all hope! ● Extensive Audiences ● Better Targeting ● Automation ● Remarketing
  34. 34. #THINKPPC #7 - LinkedIn Continue with best practices and keep an eye for future updates! Basic Best Practices to Remember: 1. Layer targeting - 1,000 people minimum 2. Clear & upfront ad copy 3. Ad copy testing 4. Analyze your audiences
  35. 35. #THINKPPC #8 - Policies, Images & Platforms LinkedIn’s rules: 1. Right rail ads need images to be 50x50. 2. Sponsored update images are 180x110.
  36. 36. #THINKPPC #8 - Policies, Images & Platforms Twitter’s rules: 1. Images in a promoted tweet can be any size. 2. 800x200 for lead generation cards. 3. 800x320 for website Cards
  37. 37. #THINKPPC #8 - Policies, Images & Platforms AdRoll’s rule: Facebook news feed ads cannot use landing pages with an embedded video.
  38. 38. #THINKPPC #8 - Policies, Images & Platforms Facebook’s rule: Images have to be a minimum of 254x133. However, the recommended size is 1200x627.
  39. 39. #THINKPPC #8 - Policies, Images & Platforms Our rule: Use the the recommended size of 1200x627 pixels
  40. 40. #THINKPPC #8 - Policies, Images & Platforms Facebook’s Rule: There can be no more than 20% of text in your images.
  41. 41. #THINKPPC #8 - Policies, Images & Platforms Use Facebook’s grid tool to determine if your ad will be approved.
  42. 42. #THINKPPC #9 - Google+ Post Ads Xzibit Sums Up Google+ Post Ads Nicely… Ok, so not really. • Google does not yet monetize Google+ with advertising. • +Post Ads leverage your brands’ Google+ content to advertise on the Google Display Network.
  43. 43. #THINKPPC Why to Leverage +Post Ads ● Branding. ● Increase Google+ engagement - seek +1’s, shares or comments on your top content. ● Advertise Hangout On Air events. ○ This ad format allows you to join from the ad and more. +Post Ads in the Real World
  44. 44. #THINKPPC +Post Ads Run Through Display Network ● Google+: allow “shared endorsements” ● AdWords: ○ Type: Display Network ○ Feature: Engagement ○ Create ads from “Ad Gallery” +Post Ads in AdWords
  45. 45. #THINKPPC #10 - Facebook Ads Optimized Bidding For Facebook Ads, you can bid by cost-per-click (CPC), impressions (CPM) or optimized CPM (oCPM) based on your conversion goals. ● Optimized bidding is ultimately based on your campaign objective.
  46. 46. #THINKPPC Dear Facebook, Please Optimize All the Things Optimized CPM bids are great, but have you fallen into this trap? “OK, Facebook - Make my campaigns awesome and hit my conversion goals! K, thx, bye…” Before you hand over the keys to the kingdom, set yourself up for success.
  47. 47. #THINKPPC ● Install conversion tracking. ○ Duh, right? ● Familiar with AdWords Conversion Optimizer or Flexible Bid Strategies? ○ Many of the same rules apply. ● Remember that any algorithm requires data to calculate properly. ● Run your Facebook Ads campaigns on manual CPC to build conversion data. ○ ...or app install, event response, etc.. ● Once conversion data is present, switch over to optimized bidding. ○ Have been successful with as few as 15 conversions - your results may vary. ● Pro Tip: If you launch Ad Sets bidding on CPC for clicks, the system won’t let you simply switch over to optimized bidding. ○ Plan ahead - build CPC ad sets and optimized bidding ad sets. Pause one, active the other! A Few Rules to Help You Find Optimized Bidding Success Find Success with Facebook Optimized Bidding
  48. 48. #THINKPPC Live Q&A Time!
  49. 49. #THINKPPC We’d love to hear your feedback! • Contact Hanapin: marketing@hanapinmarketing.com • Contact John at Clix Marketing: http://bit.ly/Contact-Clix Thank you for attending our Social PPC webinar!
  • FaustoGuidoBeck

    May. 2, 2016
  • giselalmeida

    Dec. 30, 2014

Is your social PPC ready for 2015? In the past year, we’ve seen a lot of changes in features, reporting, and advertising options for Facebook, Twitter, and LinkedIn. In this webinar, social advertising experts talk through some new options available, like the latest reporting system and video ads in Facebook and remarketing on different platforms, as well as taking a deeper dive into insights and the policies that will affect your advertising plans. In the recording, experts from Clix Marketing and Hanapin Marketing discuss 10 tips to set yourself up for success and formulate a solid 2015 social strategy. You’ll get expert-level PPC tips like: *Managing the ever-changing image sizes and policies across social networks *Utilizing Video Ads in Facebook *How to prepare for social as a whole in 2015

Views

Total views

1,421

On Slideshare

0

From embeds

0

Number of embeds

582

Actions

Downloads

19

Shares

0

Comments

0

Likes

2

×