HashtagDontBoost
MAKING THE MOST OUT OF !
SOCIAL MEDIA ADS.
HashtagDontBoost
“DON’T BOOST.”
W/ JOSH KRAKAUER
HashtagDontBoost
HashtagDontBoostHashtagDontBoost
WE ARE SCULPT.
HashtagDontBoost
WE LOVE FACEBOOK.
HashtagDontBoost
HashtagDontBoost
HashtagDontBoost
BUT SOMETHING HAPPENED.
HashtagDontBoost
AND THEN, MORE HAPPENED.
HashtagDontBoost
SO, WE WROTE A BLOG POST.
HashtagDontBoost
wearesculpt.com/using-facebook-promoted-posts-increase-reach/
“Every time you 'boost’ a post, a kitten di...
HashtagDontBoost
how	
  many	
  people	
  on	
  facebook	
  does	
  it	
  take	
  to	
  have	
  a	
  successful	
  boosted...
HashtagDontBoost
“What are some of your burning questions
about Facebook Ads?”
HashtagDontBoost
WE ASKED, YOU ANSWERED.
HashtagDontBoost
“What is Facebook or Twitter
doing to fight against large
number of 'Fake account' follows,
retweets, like...
HashtagDontBoost
TO BOOST, OR NOT.
HashtagDontBoost
LET’S TALK AFTER, IF YOU’D LIKE ME TO:!
!
a) Make the case for social
b) Explain how to setup your ads ac...
HashtagDontBoost
TODAY, HERE’S HOW I WILL HELP:
HashtagDontBoost
PROVIDE TIPS TO HELP YOU
UNDERSTAND AUDIENCE AND
TARGETING.
HashtagDontBoost
HashtagDontBoost
MAP OUT THE RIGHT ADS, FOR
THE RIGHT OBJECTIVES.
HashtagDontBoost
HashtagDontBoost
WALK YOU THROUGH HOW TO
SETUP ADS PROPERLY. TEST.
THEN OPTIMIZE.
HashtagDontBoost
HashtagDontBoost
ADVANCED TIPS ON DIGGING INTO
DATA.
HashtagDontBoost
HashtagDontBoost
WALK THROUGH REAL CASES.
HashtagDontBoost
HashtagDontBoost
TOUCH ON TWITTER ADS.
HashtagDontBoost
HashtagDontBoost
LEAVE TIME FOR YOUR BURNING
QUESTIONS.
HashtagDontBoost
HashtagDontBoost
BUT FIRST.
HashtagDontBoost
- ME.
“DON’T BOOST.”
HashtagDontBoost
HERE’S WHY.
HashtagDontBoost
(VIDEO)
HashtagDontBoost
• Only one ad at a time
• No placement targeting
• Limited interests targeting
• Broad friends of fans ta...
HashtagDontBoost
LET’S DO IT THE RIGHT WAY.
HashtagDontBoost
HashtagDontBoost
HashtagDontBoost
UNDERSTAND OBJECTIVES
HashtagDontBoost
WHAT DO YOU CARE ABOUT?
HashtagDontBoost
• Driving in-store traffic
• Referring website traffic
• Acquiring new customers or leads
• Generating bran...
HashtagDontBoost
`
HashtagDontBoost
MATCH YOUR BUSINESS
GOALS WITH OBJECTIVES.
HashtagDontBoost
`
HashtagDontBoost
HashtagDontBoost
UNDERSTAND AUDIENCES +
TARGETING
HashtagDontBoost
HashtagDontBoost
LOCATION, LOCATION, LOCATION.
HashtagDontBoost
HashtagDontBoost
PLACEMENTS:!
!
- Desktop (News Feed)
- Tip: Better for non-mobile links and contests
- Mobile (News Feed)...
HashtagDontBoost(VIDEO)
HashtagDontBoost
TIP: PROMOTE AWESOME ORGANIC
CONTENT. ONLY.!
HashtagDontBoost
TARGETING: KNOW YOUR AUDIENCES!
!
- Location / Age / Gender
- Demographics
- Interests
- Behaviors
- Conn...
HashtagDontBoost(VIDEO)
HashtagDontBoost
TARGETING: CUSTOM AUDIENCES!
!
- Email List
- Customer List
- Retargeted Visitors
- Page Lookalike Fans
-...
HashtagDontBoost
TIP: DOWNLOAD YOUR DATA!
!
- Account Settings
- Download a Copy
- Analyze Ad Topics
“IOWA HAWKEYES" “SILI...
HashtagDontBoost
TIP: GRAPH SEARCH RESEARCH!
HashtagDontBoost
(VIDEO)
HashtagDontBoost
TIP: SPLIT-TEST SEGMENTS!
!
- MAKE COPY OF AD, CHANGE ONE VARIABLE
- MALE VS. FEMALE
- IMAGE 1 VS. IMAGE ...
HashtagDontBoost
TIP: BIDDING!
!
- OPTIMIZED CPM (OR CPA)
- DAILY BUDGET VS. LIFETIME
HashtagDontBoost
UNDERSTAND THE DATA
HashtagDontBoost
DIG INTO AD REPORTS
*ADVANCED*
HashtagDontBoost
(VIDEO)
(VIDEO)
HashtagDontBoost
BREAKDOWN:!
!
a) AD NAME
b) SPEND
c) AGE/GENDER OR PLACEMENT
d) IMPRESSIONS & FREQUENCY
e) # OF ACTIONS (...
HashtagDontBoost
UNDERSTAND STRUCTURE
HashtagDontBoost
AD CAMPAIGN = CONTEST NAME
AD SET = INTEREST TARGETS
INDIVIDUAL ADS = SINGLE SPLIT-TEST
(IMAGE VS GENDER ...
HashtagDontBoost
TIP: MAKE AD NAMES EASY TO UNDERSTAND.
CLIENT_ADTYPE_TARGETING_01_TARGETING_02_AD CONTENT
SCULPT_CONTEST_...
HashtagDontBoost
CASE STUDIES IN ACTION
HashtagDontBoost
PATRICK, THE COMPUTER GUY
The Computer Guy serves the home and home office computer
user with reasonable r...
HashtagDontBoost
I want to know how to best run an ad campaign
that will draw customers to my Facebook page,
website and c...
HashtagDontBoost
d
`
HashtagDontBoost
HashtagDontBoost
Gender: females
Location: 50 mile radius of Hampton, Iowa
Age: 35-44, 45-54, 55-64, 65+
RECIPE
TARGETING
...
HashtagDontBoost
HashtagDontBoost
TWITTER ADS: WHAT TO KNOW
HashtagDontBoost
HashtagDontBoost
WEBSITE CARDS LEAD GEN CARDS
HashtagDontBoost
NEVER STOP LEARNING
(RESOURCES)
HashtagDontBoost
facebook.com/advertising
HashtagDontBoost
HashtagDontBoost
HashtagDontBoost
SO, IS IT WORTH IT.
HashtagDontBoost
1) TARGET APPROPRIATELY.
2) OPTIMIZE USING INSIGHTS.
3) UNDERSTAND OBJECTIVES.
4) TEST EVERYTHING.
HashtagDontBoost
AND REMEMBER.
HashtagDontBoost
“DON’T BOOST.”
HashtagDontBoost
HOW CAN I HELP YOU?
HashtagDontBoost
WEARESCULPT.COM
Upcoming SlideShare
Loading in …5
×

EntreFEST Deck (2014)

311 views

Published on

Description moved! See it here: http://www.slideshare.net/WeareSculpt/dont-boost-making-the-most-out-of-social-media-advertising-entrefest-2014

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

  • Be the first to like this

No Downloads
Views
Total views
311
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

EntreFEST Deck (2014)

  1. 1. HashtagDontBoost MAKING THE MOST OUT OF ! SOCIAL MEDIA ADS. HashtagDontBoost “DON’T BOOST.” W/ JOSH KRAKAUER
  2. 2. HashtagDontBoost
  3. 3. HashtagDontBoostHashtagDontBoost WE ARE SCULPT.
  4. 4. HashtagDontBoost WE LOVE FACEBOOK. HashtagDontBoost
  5. 5. HashtagDontBoost
  6. 6. HashtagDontBoost BUT SOMETHING HAPPENED.
  7. 7. HashtagDontBoost AND THEN, MORE HAPPENED.
  8. 8. HashtagDontBoost SO, WE WROTE A BLOG POST.
  9. 9. HashtagDontBoost wearesculpt.com/using-facebook-promoted-posts-increase-reach/ “Every time you 'boost’ a post, a kitten dies. Probably this one.”!
  10. 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. 11. HashtagDontBoost “What are some of your burning questions about Facebook Ads?”
  12. 12. HashtagDontBoost WE ASKED, YOU ANSWERED.
  13. 13. HashtagDontBoost “What is Facebook or Twitter doing to fight against large number of 'Fake account' follows, retweets, likes?” - Devin G.
  14. 14. HashtagDontBoost TO BOOST, OR NOT.
  15. 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. 16. HashtagDontBoost TODAY, HERE’S HOW I WILL HELP:
  17. 17. HashtagDontBoost PROVIDE TIPS TO HELP YOU UNDERSTAND AUDIENCE AND TARGETING. HashtagDontBoost
  18. 18. HashtagDontBoost MAP OUT THE RIGHT ADS, FOR THE RIGHT OBJECTIVES. HashtagDontBoost
  19. 19. HashtagDontBoost WALK YOU THROUGH HOW TO SETUP ADS PROPERLY. TEST. THEN OPTIMIZE. HashtagDontBoost
  20. 20. HashtagDontBoost ADVANCED TIPS ON DIGGING INTO DATA. HashtagDontBoost
  21. 21. HashtagDontBoost WALK THROUGH REAL CASES. HashtagDontBoost
  22. 22. HashtagDontBoost TOUCH ON TWITTER ADS. HashtagDontBoost
  23. 23. HashtagDontBoost LEAVE TIME FOR YOUR BURNING QUESTIONS. HashtagDontBoost
  24. 24. HashtagDontBoost BUT FIRST.
  25. 25. HashtagDontBoost - ME. “DON’T BOOST.”
  26. 26. HashtagDontBoost HERE’S WHY.
  27. 27. HashtagDontBoost (VIDEO)
  28. 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. 29. HashtagDontBoost LET’S DO IT THE RIGHT WAY.
  30. 30. HashtagDontBoost
  31. 31. HashtagDontBoost
  32. 32. HashtagDontBoost UNDERSTAND OBJECTIVES
  33. 33. HashtagDontBoost WHAT DO YOU CARE ABOUT?
  34. 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. 35. HashtagDontBoost ` HashtagDontBoost MATCH YOUR BUSINESS GOALS WITH OBJECTIVES.
  36. 36. HashtagDontBoost ` HashtagDontBoost
  37. 37. HashtagDontBoost UNDERSTAND AUDIENCES + TARGETING HashtagDontBoost
  38. 38. HashtagDontBoost LOCATION, LOCATION, LOCATION. HashtagDontBoost
  39. 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 !
  40. 40. HashtagDontBoost(VIDEO)
  41. 41. HashtagDontBoost TIP: PROMOTE AWESOME ORGANIC CONTENT. ONLY.!
  42. 42. HashtagDontBoost TARGETING: KNOW YOUR AUDIENCES! ! - Location / Age / Gender - Demographics - Interests - Behaviors - Connections - Custom
  43. 43. HashtagDontBoost(VIDEO)
  44. 44. HashtagDontBoost TARGETING: CUSTOM AUDIENCES! ! - Email List - Customer List - Retargeted Visitors - Page Lookalike Fans - Website Lookalike Fans *ADVANCED*
  45. 45. HashtagDontBoost TIP: DOWNLOAD YOUR DATA! ! - Account Settings - Download a Copy - Analyze Ad Topics “IOWA HAWKEYES" “SILICON PRAIRIE” “SOCIAL MEDIA” …AWKWARD.
  46. 46. HashtagDontBoost TIP: GRAPH SEARCH RESEARCH!
  47. 47. HashtagDontBoost (VIDEO)
  48. 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. 49. HashtagDontBoost TIP: BIDDING! ! - OPTIMIZED CPM (OR CPA) - DAILY BUDGET VS. LIFETIME
  50. 50. HashtagDontBoost UNDERSTAND THE DATA
  51. 51. HashtagDontBoost DIG INTO AD REPORTS *ADVANCED*
  52. 52. HashtagDontBoost (VIDEO) (VIDEO)
  53. 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
  54. 54. HashtagDontBoost UNDERSTAND STRUCTURE
  55. 55. HashtagDontBoost AD CAMPAIGN = CONTEST NAME AD SET = INTEREST TARGETS INDIVIDUAL ADS = SINGLE SPLIT-TEST (IMAGE VS GENDER VS AGE) (example)
  56. 56. HashtagDontBoost TIP: MAKE AD NAMES EASY TO UNDERSTAND. CLIENT_ADTYPE_TARGETING_01_TARGETING_02_AD CONTENT SCULPT_CONTEST_25-54_SBO_ENTREFEST
  57. 57. HashtagDontBoost CASE STUDIES IN ACTION
  58. 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. 59. HashtagDontBoost I want to know how to best run an ad campaign that will draw customers to my Facebook page, website and cellphone. ” “
  60. 60. HashtagDontBoost d ` HashtagDontBoost
  61. 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. 62. HashtagDontBoost
  63. 63. HashtagDontBoost TWITTER ADS: WHAT TO KNOW HashtagDontBoost
  64. 64. HashtagDontBoost WEBSITE CARDS LEAD GEN CARDS
  65. 65. HashtagDontBoost NEVER STOP LEARNING (RESOURCES)
  66. 66. HashtagDontBoost facebook.com/advertising
  67. 67. HashtagDontBoost
  68. 68. HashtagDontBoost
  69. 69. HashtagDontBoost SO, IS IT WORTH IT.
  70. 70. HashtagDontBoost 1) TARGET APPROPRIATELY. 2) OPTIMIZE USING INSIGHTS. 3) UNDERSTAND OBJECTIVES. 4) TEST EVERYTHING.
  71. 71. HashtagDontBoost AND REMEMBER.
  72. 72. HashtagDontBoost “DON’T BOOST.”
  73. 73. HashtagDontBoost HOW CAN I HELP YOU?
  74. 74. HashtagDontBoost WEARESCULPT.COM

×