Check out this social series, chock full of expert advice on Facebook, Instagram, Pinterest and Linkedin advertising.

1. HOSTED BY:
Insider Social Strategies
from Experts at Facebook,
Instagram, Pinterest &
LinkedIn

2. Anastasia Oulianova
– Agency Partner at
Facebook
– PPC Hero Blogger
– @facebook
AJ Wilcox
– LinkedIn Advertising
Consultant at B2Linked
– Hero Conf Speaker
– @wilcoxaj
Ashley Gestrich
– Agency Partnership
Manager at Pinterest
– @pinterest
Presenters

3. Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

4. Who is Hanapin?
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.

5. Our Clients

6. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

7. &HOSTED BY:
Join the Visual
Conversation
Anastasia Oulianova, Agency Partner at Facebook

8. Join the visual conversation

9. Anastasia Oulianova
​AGENCY PARTNER MANAGER
9

10. RULE OF
STORES
B I RT H O F
E - C O M M E R C E
OMNI-
CHANNEL
MOBILE-
FIRST
COMMERCE
IMMERSIVE
COMMERCE
?
10
We are
here

11. Reach people where
they spend their time
of time spent on
mobile apps
6% Over 20%
of all time spent on mobile
Source: US ComScore data, Media Metrix June 2015
F A C E B O O K A N D
I N S T A G R A M

12. VR/AR
Text
Photos
Videos

13. People now expect communication that is…
Mobile is how we interact with the world
EXPRESSIVE &
IMMERSIVE
13

14. Sources: 1. “Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2015–2020” by Cisco, Feb 3, 2016. 2. Facebook data, Dec 2015.
​Of all mobile data traffic
will be video by 2020,
compared to over half now1
​75%
​And 100,000,000 hours
of video are watched on
Facebook daily2
​100m
hours
Mobile means video
28

15. 15
In our TL;DR world, visual
formats like video make us
pause and engage
5x longer
looking at video than static
content across Facebook
and Instagram.
People spend
Facebook IQ Source: "Video in Mobile Feed" by Kantar Media (Facebook IQ-
commissioned research lab of 114 people ages 18-30 in UAE and UK who watch short
form online video (<10 minutes) including ads and non ads at least monthly), July 2016

16. seconds
2.5
seconds
1.7
Source: Facebook data, Q3 2015

17. DISCOVERY
STARTS ON
MOBILE
74%
​of millennials take action
after after being inspired by a
post on mobile1
1in3​people said they purchased an
item from a local business
based on an ad they saw on
Facebook last holiday season2Source: 1) Instagram user survey, Poll of 2995
respondents in the US ages 18+, March-November 2015;
2) G/O Digital, “Holiday Purchasing Habits: A Digital
Advantage for Local Businesses, Aug 17 2015

18. E V E R Y T H I N G C O M P E T E S W I T H
​Everything
T H E G A P B E T W E E N C O N T E N T C R E A T I O N
A N D A B I L I T Y T O C O N S U M E C O N T E N T
W I L L C O N T I N U E T O W I D E N
Content
Time
Content
created
Ability to
consume
content

19. Instagram

20. A place for
businesses
of people learn about products
and services on Instagram60%
of people take action after
being inspired by a post75%
Source: Instagram user survey, November 2015.

21. VISUALSTORYTELLING FORMATS
SHOWCASE MULTIPLE
PRODUCTS
VIDEO AVAILABLE FOR
CAROUSEL
CAROUSEL & DYNAMIC
ADS
AWARENESS
DEMAND
GENERATION
ACQUISITION
TRANSACTION
SQUARE, LANDSCAPE,
AND VERTICAL
PHOTO
SQUARE, LANDSCAPE,
AND VERTICAL
UP TO 60 SECONDS
VIDEO

22. What’s
New?

23. Lead Ads on Instagram

24. HOME RECIPES SHOP NOClick here to subscribeHOME RECIPES SHOP NO
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​LEAD ADS ​MOBILE WEB
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is a better
experience?
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25. INSTAGRAM STORIES
•150M+Instagrammers now use
Stories every day
Source: Instagram Internal Data, January 2017.

26. FIRST THINGS FIRST, HERE ARE SOME OF THE THINGS YOU CAN DO ON
INSTAGRAM STORIES
VIDEO
...so far
PLAY WITH
ILLUSTRATION
GO LIVE!

27. HOW Brands
are starting to
use stories
organically
1/3of most viewed
Stories are from
businesses

28. And now, introducing ads in stories
Instagram’s first full-screen, immersive ad experience
70%of stories video
views are played
sound-on
1 IN 5Stories on Instagram
gets a direct message
Source: Instagram Internal Data, January 2017.

29. What’s New On
Facebook

30. Placeholder
And we’re building support for ads in longer length videos
In-stream video ads
on Facebook
AD BREAKS

31. C O L L E C T I O N S A D
From product discovery to
purchase intent
• Prominent in-feed ad unit featuring a photo
or video and products
31

32. Video
Photo + Carousel,
Product catalog
Tilt to Pan CTAHeader
​CANVAS
​We’re providing advertisers with an even richer and more immersive storytelling
medium

33. ​360
VIDEO

34. 34
Then re-ignite interest with sponsored messages
Use News Feed ads to spark demand and a conversation
News Feed Ads Sponsored messages

35. Thank you

36. HOSTED BY:
Insider Social Strategies
from Experts at Facebook,
Instagram, Pinterest &
LinkedIn

37. &HOSTED BY:
Ashley Title
Ashley Gestrich, Agency Partnership Manager at Pinterest

38. Hello!
I’mAshley
pinterest.com/agestrich

39. People come
to Pinterest
to discover
and do the
things they
love

40. 40
Ideas are
possibilities

41. Ideas inspire
people to act
41

42. 42
And people use
those ideas to
plan for everyday
and big life events

43. Pins are
ideas
43Source: Internal data
Personal Future-oriented Actionable
Personal
Future-oriented
Actionable

44. The best ideas
come from
brands and
businesses on
Pinterest
44

45. 45
75%
of the content on
Pinterest comes from
a brand or business
website1
45
Sources: 1. Pinterest analysis, 2016

46. 46
How many
people are
open to your
client’s
ideas?

47. Morethanyoumaythink
70min the US
105moutside the US
40%of new signups are men
80%of people are on mobile
75m1
Source: Pinterest analysis, 2016
people use Pinterest each month
47

48. 48
Home feed
Drive your
client’s
business
objectives
through both
Home Feed and
Search

49. Pinterest is about the future
4
9

50. 50
0
1
2
3
4
5
6
7
8
9
10
D J F M A M J J A S O N D
Mother’s Day
Father’s Day
Valentine’s Day
Back to College
Halloween Christmas
People on Pinterest plan early for key
seasonal events

51. Big life
moments
Everyday
tasks
…and they’re always on to plan for life
events, from big to small
Source: Pinterest Internal, 11/30/2015 – 11/30 /2016. Audiences based on 5 keywords per category.
New Baby = baby, baby shower, nursery, baby boy, newborn photography. Wedding = wedding dress,
wedding ideas, wedding hairstyles, wedding rings, wedding invitations. New Home = bathroom
remodel, moving tips, kitchen remodel, packing tips moving, remodeling kitchen ideas. Gifting =
christmas gifts, DIY christmas gifts, fathers day gifts, fathers day gifts from kids, birthday gifts.
70M
Gifting
Pinners
45M
Wedding
Pinners
29M
New
Home
Pinners
49M
Baby
Pinners
61M
Meal Planning
/ Recipe
Pinners
42M
Hair Care
Pinners
16M
Pet
Pinners
23M
Laundry
Pinners
21M
Cleaning
Pinners

52. Promoted Pin formats
5
2

53. ConfidentialConfidential 53
Promoted Pins
are native
A natural part of the
experience
Drive performance
efficiently and at
scale
You reach motivated
people as they express
interest

54. Confidential
Promoted Pins at a glance
54
The look
Appears at the top of the feed,
allowing for easy discovery
The behavior
Full screen view on
close-up
The destination
Clicks out to the link
of your choice

55. Confidential
Pin Formats
Standard Pins
Bring your existing
content to Pinterest
Rich Pins
Add extra details to your
Pins to make them
more useful
Promoted Video
A made-for-mobile
motion format
Promoted App Pins
Drive installs right
from Pinterest

56. More from P&G
More from Burberry
Promoted Video: autoplay
coming this summer
• Available in reserve and auction
• Capture attention with an autoplay preview
• Increase purchase intent and enable sequential storytelling
by showcasing a selection of 6 related Pins below your video
for reserve buys
• Achieve efficiency with auction based promoted video
• Expanded measurement offerings including Nielsen mDAR,
MOAT, Millward Brown and Oracle Data Cloud
• Retargeting is available: video starts, quartile views,
completes

57. Auction bid types
57
Dynamics and how to bid
CPM • What you are bidding on: impressions
• Used for reach-based buying
CPE • What you are bidding on: engagements [unique
instances of a save, closeup and clickthrough –
only charged once per unique action]
CPC • What you are bidding on: clickthroughs to
website [any other engagement is considered
earned]
How the 2nd
price auction
works
• Only pay for actions you care about
• Only pay the winning bid price
• Bid and expected performance determine who
wins

58. Targeting and Audiences
on Pinterest
5
8

59. Add your footer/source here
5
9
Targeting aligns
to
Discovery
through Home
Feed
+
Intent through
Search
Home Feed Search

60. Basic targeting
Refine your audience further
by layering on:
• Location
• Device
• Language
• Gender
Keywords
Reach an intent-driven audience
in search as they’re looking for
specific things to make, buy or do
Interests
Reach people according to their
implied interests using interest
targeting, or persona & category
Actalike
Reach people who act similar to a
seed list of audiences from your
customer
or retargeting list.
Engagement retargeting
Identify people who have already
interacted with your Pinterest
content and drive them to action
Visitor Retargeting
Identify and retarget people who
have interacted with your website
or on-Pinterest content. Alpha
results saw 3X CTR.
Targeting and audiences on
Pinterest
Customer List
Reach existing customers by
uploading emails, mobile IDs (MAIDS)
or via data APIs
(ie: LiveRamp, Epsilon)

61. • Engagement retargeting identifies people
who have already interacted with your
content on Pinterest
• By utilizing Pinterest engagement data,
you can more effectively target people
who are already interested in your brand
and drive them to action
Engagement
retargeting
61

62. Customer
list targeting
Reach your customers while
they plan on Pinterest
Create and deliver relevant messages
Include or exclude customer list
audiences from your campaign

63. Visitor
retargeting
Reach people who have expressed
interest in your products by visiting your
website or app

64. Actalike
targeting
Scale your audience and reach people
who look like your customers based on
their behaviors on Pinterest

65. There are
millions of
people on
Pinterest
ready to
discover your
clients’ ideas
65

66. Thank you!

68. HOSTED BY:
Insider Social Strategies
from Experts at Facebook,
Instagram, Pinterest &
LinkedIn

69. &HOSTED BY:
LinkedIn Ads: Scalable, B2B PPC
AJ Wilcox, LinkedIn Advertising Consultant at B2Linked

70. Live Poll Question #3
What’s your experience with LinkedIn Ads?
#thinkppc
A. Wouldn’t consider it in a million years
B. Maybe...we’ll see
C. I’ve run some
D. I rock LinkedIn Ads

71. Search vs. Social
Paid Search produces leads high in:
● Need
● Timing
How do you ensure your ad dollars are spent
on quality leads with:
● Budget
● Authority
?

72. Who’s this AJ dude?
● Exotic car nut
● Triathlete
● Soulless ginger

73. B2B Challenges

74. Optimizing the Funnel
How do you track ROI of social?

75. B2B Ad Options

76. LinkedIn Advertising - Pros

77. LinkedIn Advertising - Cons

78. Who Should Consider?

79. Ad Units - Text Ads

80. Ad Units - Sponsored Content

81. Ad Units - Sponsored InMail

82. B2B Targeting

83. Targeting Strategy

84. Content Friction Funnel

85. Social Retargeting
Paid Search retargeting = Audience built around keywords
Social retargeting = Audience built around persona
Which do you think is easier to upsell?

86. Lead Form Ads
New as of 3/30
● Similar to FB Lead Ads and Twitter Lead
Gen Cards
● Great if your offer doesn’t require a
landing page to further educate/qualify
● Mobile only

87. Matched Audiences - Retargeting
New as of 4/23
● Cookie-based retargeting
● Triggered on landing page
○ No event tracking
● 90 day cookie expiration
● 300 user min audience size
● Blah!

88. Matched Audiences - Company
New as of 4/23
● Which are your dream logos?
● Create campaigns to target (or exclude) certain companies:
○ Upload list of up to 300k companies
○ Fun on FB as well, but not as scalable
● Pro-tip: Upload a list of all of your competitors to add as an
exclude to all campaigns

89. Matched Audiences - Email
New as of 4/23
● Upload list of up to 300k email addresses to target (or exclude)
● Create campaigns to target only owners of these email
adddresses
Pro-tip: Got a company exec particularly well-connected in your
target industry? Download her connections to csv, and target ads to
their email addresses

90. Offers!
A. Get a free 8-pt LinkedIn Ads Get Started Checklist
B. Get an account analysis from the experts at Hanapin
Marketing (15k+/month)
C. I’d like all of the offers
D. No Thanks!

91. Live Q&A Time!

92. Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com