How to Increase Clicks  Using Social Media Advertising

How to Increase Clicks
Using Social Media Advertising
Ashley Ward
CEO & Social Media Director
Madhouse Marketing

@AshleyMadhatter
www.madhouse.marketing
IPA Enthusiast
CEO
Social Media Advertising
Social Media
Background:
Ashley Who?

@AshleyMadhatter
+ = v
a
v
a
v
a
Social Media
Ad
What is Social PPC?
Clicks From
Ad
Social PPC is an ad on a social media network (Facebook, Instagram, LinkedIn, Pinterest, Twitter, YouTube,
Snapchat, etc.) that bids based on CPC or CPM. Clicks are counted individually with a price (CPC) assigned to each
click.
These types of ads drive users from a social media site to click outside of the social media site and land on a
website, landing page, app install, etc.
Social PPC Campaign

@AshleyMadhatter
Why Do We Need a Session
About Paid Social?
★ Social media is used for a lot more than just baby photos
★ Businesses can utilize paid social media to generate
traffic & conversions on platforms their demographic is on
★ Social PPC is different from regular PPC
It’s Kind of a Big Deal

@AshleyMadhatter
The Difference Between
Social PPC & Regular
PPC
Higher CPC
People go to search
engines to look for
something. People will
click on a PPC ad on
search engines because
of intent. They’re looking
for a solution.
PPC Has Intent
Social ads are generally
cheaper than PPC ads,
and can be as cheap as a
penny a click on
Facebook.
Low CPC
Users don’t go to social
media networks like
Pinterest to be sold. They
go for fun and
entertainment, and then
are sometimes sold.
Social is For Fun
Advertisers can go
through ad spend very
quickly on Adwords due
to higher CPC and
competition.

@AshleyMadhatter
★ Very low cost per click on social
★ Advanced targeting capabilities and data
★ Remarketing opportunities across platforms
★ Give exposure to posts that wouldn’t have be seen
(Boosting / Promoting Posts)
Pro’s & Con’s of Social
PPC
Pro’s
★ Intent isn’t there. Intent is on search engines
Con’s

@AshleyMadhatter
Most businesses think if you’re going to be on social and
do advertising, you have to do it on all of the networks.
“My demographic isn’t using social media!” I’d bet my
bottom dollar your demographic is. That’s the beauty of
multiple social media networks - something for everyone.
PPC Only?
Spread to Thin
No Demographic
The Misconceptions of
Social PPC
Just because you run PPC campaigns with Adwords
doesn’t mean you can’t run ads on Facebook and
LinkedIn, too. Reach your audience where they are.

@AshleyMadhatter
Let’s Get to the Point

@AshleyMadhatter
Which Social Networks
Are Worth Advertising On?

@AshleyMadhatter
Twitter Advertising
$545 Million
Revenue
★ One of the first networks to use social advertising
★ Advertising revenue totaled $545 million in Q3 of 2016, an increase of 60% year-over-year
★ Twitter is not dead, more people are using Twitter ads than ever before ^ clearly
★ In 2016, total Promoted Tweet engagements were up 91% year-over-year
★ Reach the mobile demographic - Twitter ads have a huge focus on mobile targeting
★ Mobile advertising revenue accounted for 86% of total Twitter advertising revenue
60% Increase
Source: Hootsuite

@AshleyMadhatter
Tips For Twitter
Ads
★ Urgency: Emphasize a timeline, that supply is limited - “sign up
now", "for a limited time", “act now” “low stock”, etc.”
★ FREE: If something is free, and it isn’t going to devalue your
brand, say it’s free!
★ Direct: You’re limited on characters. Don’t be afraid to be a little
demanding. Make it very clear what you want a user to do and
how they can act on the ad.
★ Hashtags: Hashtags are great, especially on Twitter, but don’t fill
a Twitter Ad with hashtags - it’s not the right place and will distract
users with too much ad copy.
#GettothePoint

@AshleyMadhatter
Instagram Advertising
75%
Take Action
★ 90 percent of users are under the age of 35 - the “next generation of buyers”
★ Large global targeting opportunity with 80% of Instagram users come from outside of the U.S.
★ 75% of Instagram users take some sort of action from an Instagram ad - good for clicks
80% Global
Source: Hootsuite

@AshleyMadhatter
Tips For Instagram
Ads
★ Targeting: You’re using Facebook’s advanced demographic info
here, so utilize it and create targeted ads.
★Buttons: Users can’t just click on a URL in the post caption and
be directed to a landing page. Utilize buttons for your CTA.
★ Creativity: Instagram is for creatives. It’s image-based and is a
place for creative minds to enjoy. Don’t look like a stock photo in a
sea of artistic photos. Try carousels, videos, etc.
★ Faces: Images that contain faces get 38% more likes than other
types of content.
#GetCreative

@AshleyMadhatter
Pinterest Advertising
High CTR
★A lot of online shoppers are Pinterest users with 93 percent of users having shopped
online in the last month
★ Average order on Pinterest is $50, which is higher than any other social media
platform
★ Great option for eCommerce businesses to link their products to promoted pins
Low CPC
Source: Hootsuite

@AshleyMadhatter
Tips For Pinterest
Ads
★ Keywords: To see more volume in search, add a minimum of
20-30 keywords per ad group.
★ Vertical: Design your images vertically, versus horizontally.
★ Interests: Include related interests to reach Pinners who might
be interested. For instance, if you are promoting kid-friendly
snacks, try targeting people who are interested in “parenting” or
“kids”.
#PromotedPins

@AshleyMadhatter
Facebook Advertising
High CTR
★ Desktop ads have 8.1x higher click-through rates and mobile ads on Facebook have 9.1x
higher click-through rates than normal web ads
★ There are over 3 million companies that regularly advertise on Facebook
★ CPC is LOW on Facebook - as low as $1 a day and a $.01 per like
★ According to one study, the average click-through rate of a Facebook ad is 0.9 percent and
the average cost-per-click is $0.64
Low CPC
Source: Hootsuite

@AshleyMadhatter
Tips For Facebook
Ads
★ Objectives: Test multiple types of ad objectives until you find the
highest converting ad type at the lowest CPC. Traffic? Clicks?
★ Journey: Design a journey - When users see your ad, what
action do they need to make, where do they go next if they click on
the ad? Think this entire process through - and test.
★ Video: Don’t just use images and carousels. Test video content.
★ Location: Be very specific on the location, whether it’s people
living in, currently at, or were in specific locations.
#Conversions

@AshleyMadhatter
Honorable Mentions
+1
★ 100% of the top 100 global
brands have run YouTube ads in
the past year
★ The number of YouTube
channels earning 6 figures per
year is up 50% year-over-year
★ Sponsored Selfie Filters, which can
cost as much as $750,000 per day, are
expected to reach 16 million viewers
daily - Good brand building opportunity
★ 94% of B2B marketers use
LinkedIn to distribute content
★ 50% of B2B buyers use
LinkedIn when making
purchasing decisions
Source: Hootsuite
Source: HootsuiteSource: Hootsuite

@AshleyMadhatter
Online & Offline Sales
Advertising on social media can do a whole lot more
than just increase clicks to a website. You can setup
specific advertisements that direct users to make a
purchase, sign up for events, fill out a lead form, and
more!…. and affordably!
Exposure
Conversions
What Putting $ Towards Social
Can Help You Accomplish
Website Traffic
Event Sign Ups
Lead Generation

@AshleyMadhatter
Can This Be Done In-
House?
YES! Here’s how…

@AshleyMadhatter
1. Define the Ad Goal
★ What do you want to accomplish with a social media
ad? Is it just clicks for traffic or do you also want to
convert, increase awareness, sales, new leads, etc.?
★ Define the goal / purpose of the ad before even
beginning creative
What to Accomplish?

@AshleyMadhatter
2. Chose Which Networks
Facebook
B2B and B2C
Instagram
B2C
Twitter
B2B and B2C
YouTube
B2B and B2C (mainly)
Pinterest
B2C
LinkedIn
B2B

@AshleyMadhatter
Test Means Test
How Much to Test
Create a TEST budget that you’re comfortable with testing ads for 3 to 6 months. Test budget means you don’t fire the
advertiser or run for the hills if it doesn’t work out. It means a budget that you’re 100% comfortable with losing in order to
gather data about ad copy, creative, and targeting. Plus, room for A/B testing.
There isn’t one size fits all when it comes to a test budget. What is your target cost per action? The action could be clicks,
new lead, purchase, etc. but how much are you willing to spend in order for that action to be made?
Example of PPC Campaign From Social to a Landing Page for Leads:
Target CPL = $15
# of Leads Desired: 100
Total test budget: CPL x # of Leads Desired x 2 (for a/b testing) = $3,000 test budget
3. Define Test Budget

@AshleyMadhatter
4. Targeting
Using social media to increase clicks and conversions
means you need to target people who are more likely to click
from social ads and convert themselves in a sales funnel -
this is a unique group of people
Embed your target audience, but also define categories
that relate to your goal, such as:
★ Amazon / Shopify / Online shopper
★ Online mobile user
★ Interest in relevant blogging websites
PPC & Conversion Mindset

@AshleyMadhatter
5. Create the Ad Creative
★ Define who the audience is that you will be targeting
★ Based on the audience, your creative will need to
reflect their interests
★ Think of what the audience would be attracted to most
when choosing imagery, captions, headlines, and CTA’s
Think of Audience

@AshleyMadhatter
★ There’s no room on social media for poor quality
posts - tell a story with the creative
★ Only use your best creative for social media
advertising and posting - the kind of creative that will
actually connect with your audience
Quality Only

@AshleyMadhatter
★ We’re all aware that nobody has time anymore
★ Write copy that addresses that issue and get to the
point without having to use too much text
Get to the Point

@AshleyMadhatter
★ What does it take for you to click on an ad? Use your own
behavior patterns to teach yourself what people respond to
★Create an ad that speaks directly to a consumer and allows
them to have an emotional connection: motivation, happiness,
concern, curiosity, entertainment, sadness, etc.
Think Like a Consumer

@AshleyMadhatter
Online & Offline Sales
Relevancy
Mobile Version
6. Ad Creative Checklist
Brand Recognition
Eye Catching in Newsfeed
Messaging with Video / Imagery
Call to Action
Once you think you’re done with the ad creative, think
again! Go through this checklist to see how relevant your
ad is for an audience, does it work on mobile, is
branding consistent, will it draw attention in a feed, is the
call to action clear, and does the video / imagery relay a
clear message?

@AshleyMadhatter
Action
Audience
What action are you asking a user to make from a social media ad? If you’re having them click through to go to a
website or landing page, is it clear what they should do from start to finish?
1. Why should they click on the ad?
2. Where are they going to go if they click on the ad?
3. When they leave Facebook and land wherever the ad directs them to, does branding remain the same?
4. Is it clear what action they should make on the landing page or website?
You can create multiple different types of PPC ads that direct specific types of audiences to specific landing pages. For
example, your older demographic should go to a landing page that has more text and explanation of what action they
should make and why. The younger audience would react better to a video clip above the fold. Think about the
audience from the start to finish of an ad.
7. Post-PPC Ad
Process

@AshleyMadhatter
9. Test User
Journey
★ Use traffic from promoting posts to test multiple types of
landing pages to see which convert best - define the user
journey
★Boosted posts can be as little as $1 a day so big budgets
and small budgets, can work with boosted posts
★ Create 2 to 3 different Boosted Posts on Facebook that
each send to different landing pages, using the same
creative. We’re just testing the user journey w/ these ads
Test w/Boosted Posts

@AshleyMadhatter
Do’s & Don’ts of Social
Ads
Do’s Don’ts

@AshleyMadhatter
Remarket to audiences and visitors
- Promote offers to visitors who have interacted
with you before - more likely to click & convert
- Remarket to audiences based on behavior
(interested in your business), interests (similar
to ideal demographic), and the people who
actually buy (your realistic customer).
-Use paid social to be that friendly reminder
Do’s of Social Ads
Do

@AshleyMadhatter
Aim for a high relevancy score
-Facebook chooses which ads are shown
more over others within the same bidding
and categories
-Make it easy for Facebook to chose your
ads by making them as relevant as
possible to the designated audience
-Relevancy scores of 5+ is best
Do

@AshleyMadhatter
Use paid social to increase traffic
-Clicks to website: More traffic to your
website is good for SEO, right?
You bet it is.
Do

@AshleyMadhatter
Don’t forget to create lookalike and custom audiences
-Upload your existing database to remarket to
-Create lookalike audiences based on your existing Fans
and from custom audiences
-Promote the same offers across all marketing, at the
same time: email campaigns, PPC, paid social, content
Don’ts of Social Ads
Don’t

@AshleyMadhatter
Don’t forget about video content
-You don’t need to hire a full production crew to produce
great video content.
-Develop a storyline, a real story, and film it
-Use video content in paid social for higher engagement
-Repurpose video content across marketing
Don’t

@AshleyMadhatter
Don’t create mobile ads without mobile creative
-Users react to ads differently on mobile than they do on
desktop, which means their ad experience needs to
mimic that.
Don’t

@AshleyMadhatter
madhouse.marketing
@MadhouseMatters
Have
Questions?
@AshleyMadhatter

bit.ly/smssocial
@AshleyMadhatter

How to Increase Clicks  Using Social Media Advertising

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to How to Increase Clicks  Using Social Media Advertising

Similar to How to Increase Clicks  Using Social Media Advertising (20)

More from Ashley Segura

More from Ashley Segura (20)

Recently uploaded

Recently uploaded (13)