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Setting up Social Ads for Success - Caitlin Jeansonne at SMX West 2017

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Setting up for paid social success: Tracking, Attribution and Reporting - presented at SMX West 2017.

As more social networks develop increasingly sophisticated targeting, tracking and attribution capabilities, paid social strategy and management has become a key focus for digital marketing agencies and in-house marketing departments. Social has also been at the leading edge of the advertising shift to mobile, making paid social a must-have discipline for both B2B and B2C companies.

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Setting up Social Ads for Success - Caitlin Jeansonne at SMX West 2017

  1. 1. Setting up for Paid Social Success SOCIAL MEDIA DIRECTOR MMI AGENCY | @MMIAGENCY CAITLIN JEANSONNE | @QCAIT
  2. 2. 2 About Caitlin • Cat lady, pop culture junkie, geek • 12 years experience in digital strategy, SEO/SEM, social media #MasterSocialAds | #SMX | @QCait
  3. 3. 3 Let’s Chat • Tagging Set Up • Campaign Set Up • AB Testing Set Up • Attribution Set Up • Expectations Set Up #MasterSocialAds | #SMX | @QCait
  4. 4. First things First: What are we tracking?
  5. 5. What Is The Goal?
  6. 6. 6 Sample Social Ad Goals Awareness Consideration Preference/ Purchase Retention • Increase visibility to key new audiences • Utilize existing customers’ networks to build awareness through social endorsement • Improve brand perception in consideration set • Reinforce key brand attributes • Educate on service offerings • Drive website traffic and new consumers into the sales funnel • Purchases and conversions • Capture direct customer feedback and market insights  • Resolve customer service issues efficiently • Build brand trust and customer loyalty
  7. 7. 7 Sample KPIs Awareness Consideration Preference Purchase • Reach • Views • Clicks • Content Views • Engagement • Likes/follows • Sentiment • Likes/follows • Shares • Post-click engagement • Coupon downloads • Social listening • Conversions • Coupon Redemption • Tracking Tags #MasterSocialAds | #SMX | @QCait
  8. 8. What Data Is Most Useful? (What Will You Want To Report On Later?)
  9. 9. Set Up Pixel Tracking Pixel Helper Chrome Extension Is Your Friend
  10. 10. Next: URL tagging structure Adobe, Google Analytics, etc.
  11. 11. 11 Document Your URL Structure #MasterSocialAds | #SMX | @QCait
  12. 12. Get Everyone In The Same Room Disagree. Hash It Out.
  13. 13. Think Beyond Current Scope
  14. 14. 14 A Few Examples #MasterSocialAds | #SMX | @QCait
  15. 15. 15 GA will never match Facebook perfectly #MasterSocialAds | #SMX | @QCait
  16. 16. Campaign Structure
  17. 17. 17 Stay consistent between platforms #MasterSocialAds | #SMX | @QCait
  18. 18. 18 Note that Twitter reports on audience variables separately #MasterSocialAds | #SMX | @QCait
  19. 19. 19 • Use separate Campaigns for different: • Objectives • Marketing Campaigns • Within Evergreen Campaigns: • Campaign Type • Month/Quarter • IO numbers/Budget buckets Campaign Structure • Use separate Ad Sets for different: • Audiences • Specific Budget Allocation • Months (for very similar campaigns spanning several months) • Promoted Posts/Pins/Tweets to ensure each gets budget #MasterSocialAds | #SMX | @QCait
  20. 20. 20 Budget • Facebook minimum is $5/day • 38% of organizations spent >20% of their total ad budgets on social in 2015 • Things that affect budget: • Audience size • Audience competition • CTA • Relevance score • Marketing Priorities
  21. 21. 21 Rule of thumb: The more you’re expecting a user to do, the more you should expect to pay #MasterSocialAds | #SMX | @QCait
  22. 22. 22 • Refresh campaigns in order to: • Avoid ad fatigue • Clear historical data • Too much historical data can “lock in” your winning ads Start campaigns fresh quarterly #MasterSocialAds | #SMX | @QCait
  23. 23. Label Clearly (Don’t Forget To Include The Year)
  24. 24. Assume You Will Win The Lottery And Someone Else Will Take Over
  25. 25. Set up: AB Testing
  26. 26. 26 • Images • Titles • Texts • Links • Audience (Age, Gender, Interests) Things to Test • Location • Placement • Landing Page • Call to action • Ad Type • Bidding #MasterSocialAds | #SMX | @QCait
  27. 27. 27 Things can get complex quickly #MasterSocialAds | #SMX | @QCait
  28. 28. 28 • Define by week or month • What will you test • What are you looking to learn? • How long will it take? Create a Testing Plan #MasterSocialAds | #SMX | @QCait
  29. 29. 29 • Start by developing a baseline with a relatively small budget • Then test factors most likely to affect ROI • Test very different options at first, then hone in on specifics in follow-up campaigns Where to Start #MasterSocialAds | #SMX | @QCait
  30. 30. 30 • For social generally: Imagery/creative • For complex conversions: Desktop vs. Mobile At right, AdEspresso study of factors most impacting campaign performance: Factors that matter most #MasterSocialAds | #SMX | @QCait
  31. 31. 31 • Create different ad sets to test with even spend • Wait until you have enough data to make decisions (i.e. a few weeks, 10-20 conversions) More tips for the road ahead #MasterSocialAds | #SMX | @QCait
  32. 32. Attribution
  33. 33. 33 • Google Analytics = Last-click attribution • Facebook/Instagram = Up to 28 day click/ 1 day view • Twitter = Up to 90 day click/ 90 day engagement • Pinterest = Up to 60 days post click or engagement Attribution varies by platform #MasterSocialAds | #SMX | @QCait
  34. 34. 34 • Last click • First click • Linear • Time Decay • Position Based Attribution Models #MasterSocialAds | #SMX | @QCait
  35. 35. 35 In a perfect world… #MasterSocialAds | #SMX | @QCait
  36. 36. 36 • Agree on conversion window methodology • If reporting all conversions by channel, be up front about inevitable overlap • Test major changes one at a time to see how they affect cross-campaign • Add/remove a platform • Budget increase/decrease Reporting Attribution, even without an analyst #MasterSocialAds | #SMX | @QCait
  37. 37. Key Takeaways
  38. 38. 38 • Think about URL tagging at scale • Assume you may win the lottery tomorrow and never come back • Put time up front into a testing plan (it will save you in the future) • Accept that cross-platform reporting won’t be perfect Key Takeaways #MasterSocialAds | #SMX | @QCait
  39. 39. Thank You SOCIAL MEDIA DIRECTOR MMI AGENCY | @MMIAGENCY CAITLIN JEANSONNE | @QCAIT

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