A brief into into Paid Social for Facebook and Twitter. Includes: Metrics, What to look out for, and best practices.

2. • Try to sell you anything
• Convince anyone to use paid social before you are ready
• Create a social media strategy for your brand or business
• Change your current social media strategy. (I’m just here to help
offer some insight and direction)
• Try to sell you anything
I AM N O T H E R E TO D O T H E F O L L O W I N G :

3. L E T ’ S G E T S TAR T E D
You all have that certain “twinkle” in your eyes…

4. I R E M E M B E R W H E N …
SOCIAL MEDIA PRE-2013

5. T H E S O C I AL L AN D S C A P E
The Top 5 Reasons users follow brands on Social Media:
1. Promotions and Discounts
1. Latest product news and information
1. Customer Service
1. Entertaining Content
1. Ability to offer feedback
DO YOU PROVIDE ANY OF THESE TO YOUR FOLLOWERS?

6. T H E S O C I AL L AN D S C A P E
• Marketers will spend nearly $8.5 billion on social media
advertising this year
• 78% of companies have a dedicated social media team
• Facebook (12.3 billion) served more video views than
YouTube (11.3 billion)
• Multi- platform use is on the rise: 52% of online adults use
two or more social media sites
• ASTONISHINGLY, 28% of marketers go off intuition rather than
research when creating content for social media

7. • Facebook and Twitter release video advertisements
• Display network advertising opportunities in social
• TV targeting in Twitter
• Facebook ad placements like Multi-Image and audience builder
tools
• Twitter Ad platform refinements (Campaign Search function, tweet
and audience analysis tools)
• Cheaper paid Instagram post premiums
S O C I AL M E D I A U P D AT E S I N 2 0 1 4 …

8. O R G AN I C I S D E AD
For businesses that is… thanks to another News Feed algorithm
• Company pages will have their organic reach curtailed even further
• Promotional Content will only serve at the paid level
• A new emphasis on content will make the News Feed more enjoyable for users

9. O R G AN I C I S D E AD
Oh yeah… Twitter is adopting a similar feature in the near future…
You may need to re-think your organic content strategy.

10. If you haven’t started.. Don’t worry.
Even large companies have $0 Social Media budget... :/
TO PAI N T A P I C T U R E …

11. W H Y PAI D S O C I AL ?
• Scale and distribute content to a targeted and engaged
audience
• Learn what drives audiences to engage
• Grow your followers at a faster rate
• Create awareness of your brand and messaging
• Higher performance than search from a conversion
standpoint
• Local social media campaigns are more cost effective
than local focused search campaigns. (Drive more
volume at the local level)

12. D I S C O V E R Y O U R AU D I E N C E
Facebook and Twitter have features in their ads platforms that allow for
audience discovery and target building:

13. C U S TO M / TAI L O R E D AU D I E N C E S
Custom/Tailored audiences allow you to target users that you already know!

14. C U S TO M / TAI L O R E D AU D I E N C E S
Geared towards generating conversions, use these audiences to create more
shopping opportunities for you and your business.

15. T E S T I N G T E S T I N G 1 2 3
Social Media is all
about testing.
Image, Copy, Audience, Placement, Bids…. DO IT ALL.
There is no other way for you to understand the tactics and
strategies for you and your brand.
Not sure how I can make this any more clear.

16. B E N C H M AR K S / P E R F O R M A N C E
YOU WANT ACTIONS….
• Clicks
• Engagement %
• Page Views
• Purchases
• Conversions
• Email Subscribers
• Coupon Redemptions
• Site Traffic
• Social Interaction
• Video Views
…and whatever else may make sense to tell a better story, because their
goals will dictate the proper placements you need.

17. B E N C H M AR K S / P E R F O R M A N C E
There are particular performance metrics that YOU SHOULD be
mindful of (and so will your clients):
• Click Through Rate (CTR)
• Cost Per 1,000 Impressions (CPM)
• Cost Per Click (CPC)
• Ad Spend
• Engaged Users
• Total Reach
• Total Actions/Engagements
• Total Clicks
With help of 3rd party platforms or Conversion/Retargeting Pixels:
• Revenue
• Shopping Cart Visits
• Site Visits
• Another another attribution based metrics
VERY
IMPORTANT


18. C O N V E R S I O N T R AC K I N G
SO EVERYONE WANTS TO KNOW HOW TO TRACK MORE
MEANINGFUL METRICS LIKE CONVERSIONS AND ROI…

19. C O N V E R S I O N T R AC K I N G
• URL Tagging through Google Analytics or other 3rd party
platforms
• URL shorteners to track website clicks and traffic (bit.ly, po.st,
etc.)
• Native FB/Twitter conversion pixels track website traffic from
social placements directly and can build audiences from them as
well

20. S E G U E
NOW ONTO THE PLATFORMS THEMSELVES...

21. FAC E B O O K
Every placement on FB is objective based:

22. FAC E B O O K ( P L AC E M E N T S )
So based on the objectives, you should already be able to determine
what kind of placement you need.
--- Page Post Link Ad
--- Page Post Photo Ad
--- Page Post Video Ad
--- Page Post Event/Offer Ad
--- Mobile App Install Ad

23. FAC E B O O K ( P L AC E M E N T S )
Page Post Link Ad
-- Call To Action Button
• Drives Web Traffic Outside of FB
• Placements
o Desktop News Feed
o Desktop Right-Rail
o Mobile News Feed
• Link Descriptions
• 2:1 Image ratio

24. FAC E B O O K ( P L AC E M E N T S )
Page Post Photo Ad
• Build Social Engagement
• Placements
o Desktop NewsFeed
o Mobile NewsFeed
• Image size is larger
• Updates to new image sizes has
proven to increase CTR by 15%

25. FAC E B O O K ( P L AC E M E N T S )
Page Post Offer Ad
• Drive FB Traffic to Store
• Placements
o Desktop NewsFeed
o Desktop Right-Rail
o Mobile NewsFeed
• Image size is larger
• Facebook has deprecated this
piece, but it is still a useful tool to
drive offline traffic.
• The more granular the target the
better. 

26. FAC E B O O K ( P L AC E M E N T S )
Page Post Video Ad
• Video Views
• Placements
o Desktop NewsFeed
o Mobile NewsFeed
• Autoplays videos on mobile
devices and on mouse hover for
desktop computers
• A video play of 5 seconds is
considered a view
• A great way to get video content
seen on mobile devices.

27. FAC E B O O K ( C a m p a i g n S t r u c t u r e )
Learn the Ad Structure of Facebook

28. FAC E B O O K ( K n o w Yo u r To o l s )
Power Editor
• Custom Audiences
• Ad Segmentation
• Adjust spend
• Dark Posting
• Scale your campaigns
Available Tools in Power Editor Ad Manager on DRUGS!

29. FAC E B O O K ( B e s t P r a c t i c e s )
1. Stay true to the objectives and goals set out by clients or yourself.
2. Be sure to use images that are appealing to the eye. Images with humans tend
to perform at a higher ROI (Almost 10% more) – Also, be mindful of the 20%
text rule.
3. Data is your friend. Use the segmentation data you have used to develop a
more comprehensive optimization plan for the ads you’re currently running.
4. Failure is an option, but the insights associated with your failure could be more
valuable than you’d think.
5. Learn how to use Power Editor effectively to leverage custom audiences and
conversion pixels to drive more Direct Response focused campaigns.
6. Begin with competitor interest targets. From there build upon and expand to
fan and non-fan targets as well. Experiment and watch the impressions fly!
7. Custom audiences and Look-a-Likes rock. Upload email lists and retargeting
audiences to build upon existing relationships for a higher ROI.

30. I N D U S T RY B E N C H M AR K S

31. I N D U S T RY B E N C H M AR K S

32. T W I T T E R
Everything is objective based as well within Twitter, so you shouldn’t
find yourself getting lost with what kind of content you need.
-- Engagement
-- Follower Acquisition
-- Mobile App Installs and Awareness
-- Video Views (duh)
-- Website Traffic

33. T W I T T E R ( P l a c e m e n t s )
Promoted Tweets
• Drives user engagement and builds brand awareness.
• Average CPE (Cost Per Engagement) = $0.16
• Average Engagement % = 3% - 5%
These units can be found in the Twitter feed or Search results.

34. T W I T T E R ( P l a c e m e n t s )
Follower Acquisition
• Pay to grow follower base
• Avg. Cost per fan = +$1.90
Be sure to target granularly as there are chances you could be growing a
follower base of Malaysian bots. Lazy does not pay off…

35. T W I T T E R ( P l a c e m e n t s )
Website Cards
• Drives Twitter traffic to Web
Initial tests have shown that they are at least 35% more effective at driving
traffic outside of Twitter.

36. T W I T T E R ( P l a c e m e n t s )
Video Cards
• Autoplay with hover effect
• Most effective for mobile users

37. T W I T T E R ( K n o w Yo u r To o l s )
Know Your Tools (ads.twitter.com)
• Tailored Audiences
• Conversion/Retargeting Pixels
• Dark Tweets
• Video Analytics (like YouTube)

38. T W I T T E R ( B e s t P r a c t i c e s )
1. Always try to use more than one creative for each of your
campaigns. Try using different copy or creative to test how your
audiences engage with the content.
2. Try to stay within Twitter’s suggested bid range. Very helpful
as this will ensure that your campaigns will serve without having to
worry about adjusting bids constantly.
3. Engagements on Twitter are not always more expensive than
Facebook. Tailored audiences can be a huge help in minimizing
costs and raising engagements.
1. Promoted Tweet campaigns should run for a week at the most.
Then use new creative to refresh the campaign.
2. Build eMail sign ups and audience lists with the Website Card.

39. TAK E AWAY S
1. It’s OK to fail.
2. There are plenty of tools that are native to your platforms to get
you started.
3. Testing. Testing. 1,2,3.
4. Set up retargeting pixels from FB and Twitter now!
5. Custom/Tailored audiences will bring a higher degree of
performance for your paid campaigns.
6. Seek out new audiences! You always have opportunities to grow.
7. Social Media is all about discovery. If you are not learning more
about your audience, then you are already 2 steps behind.