Hubspot Paid Social Webinar

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My slides from the recent Hubspot / Distilled / Zazzle Media Webinar within which I focused on paid social tips.

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Hubspot Paid Social Webinar

  1. 1. v HUBSPOT PAID SOCIALWEBINAR
  2. 2. v PAID SOCIAL
  3. 3. v IT ALL STARTS WITH AUDIENCE
  4. 4. v KNOWWHOYOU’RETALKINGTO
  5. 5. v FINDOUTLIKETHIS Facebook Power Editor
  6. 6. v USETHISFORMULA
  7. 7. v YOUENDUPWITHTHIS
  8. 8. v YOUCANEVENDOITWITHAGE
  9. 9. vANDBRANDS
  10. 10. v READMOREHERE… http://blog.hubspot.com/marketing/ paid-content-distribution-ht
  11. 11. v CREATE PERSONAS
  12. 12. v
  13. 13. v SETTING UP THE CAMPAIGN
  14. 14. v
  15. 15. v FACEBOOKOPTIONS
  16. 16. v FACEBOOKADPLACEMENTS Domain Ads – Pushing traffic ‘offsite’ – best for ROI. RHC (Right Hand Column) A lot more impressions but expectation is not to go offsite.
  17. 17. v FACEBOOKADPLACEMENTS 22x ROI than the rest of Facebook. NEWS FEED
  18. 18. v FACEBOOKTARGETING Age and Location: Break it down. Key component of your test strategy. Same is true of location. Mobile: Mobile newsfeed for conversions is not great. Mobile is fine for Likes and engagement. Lookalike Audiences: Find and reach more people who look like your best customers by utilizing Lookalike Audiences for users who are likely to convert. You can find this option in Power Editor. Utilize the data you created: Set up campaign groups based on each persona and target by interest.
  19. 19. v FACEBOOKCONTENT Images: To comply with Facebook policies and catch user’s attention, be sure to include less than 20% text in your photos. Images featuring bright colors or people/emotion perform best. Headline: Show our targeted demographic that we are speaking directly to them. We can ask relevant questions or make statements that our target demographic will respond to. We can also use it to voice relevant, beneficial selling points. Body Copy: Include a strong CTA (Call To Action) or next step e.g. click here, register here and so on
  20. 20. v TWITTER OPTIONS
  21. 21. v TWITTERADFORMATS
  22. 22. v TWITTERTARGETING Keywords - simple but often targeting is a little loose. Television – treated as a broadcast advertising opportunity Interests – great for utilizing earlier audience insight
  23. 23. v TAILOREDAUDIENCES • Users’ web browsing behavior. • Email addresses and other CRM data. • Lists of Twitter IDs. Allows you to target based on… MUST WORK WITH A 3RD PARTY AD PARTNER
  24. 24. v IT’SALLABOUTTHE… • AD FORMATS • PLACEMENTS • TARGETING • CREATIVE
  25. 25. v TESTING TESTING TESTING
  26. 26. v TESTING Create two campaigns with 3 ads within each campaign. Use different creative for each ad and different targeting for each campaign:
  27. 27. v EXAMPLE CPCS TO AIM FOR NICHE EXAMPLE STARTING CPC OPTIMIZED CPC GARDENING 0.30p 0.15p LOANS £1.00 0.60p FASHION 0.40p 0.15p
  28. 28. v THANKS@SIMONPENSON SIMON.PENSON@ZAZZLEMEDIA.CO.UK

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