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Marcus Piazzisi: Social Media Advertising: Top 10 Tips for Getting the Highest ROI
This document provides 10 tips for running a successful social media advertising campaign on Facebook and Twitter. It recommends starting with Facebook and leveraging different ad types like promoted posts and page likes to meet goals like driving website traffic, engagement, and follower growth. It also suggests fine-tuning targeting with Facebook's advanced options, incorporating lead generation forms, retargeting existing customers, and promoting service offers. For Twitter, it recommends designing a strategy aligned with Facebook and taking advantage of Twitter's targeting and conversion pixels to measure direct ROI across channels.
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Marcus Piazzisi: Social Media Advertising: Top 10 Tips for Getting the Highest ROI
- 1. Digital Airstrike workshop with MarcusPiazzisi Page 53
- 2. Social Media Advertising:Top 10 Tips for Getting the Highest ROI © 2014 Digital Air Strike | Reproduction Prohibited
- 3. of adults usesocial networking sites* Source: Pew Research Center’s Internet Project Library, Dec 2013 73%
- 4. Your Customers ActivelyUse Facebook & Twitter
- 5. © 2014 DigitalAir Strike | Reproduction Prohibited “We expect organic distribution of individual page posts to gradually decline over time.” - Facebook In Facebook’s Own Words Advertising is Becoming the ONLY Way to Reach Them
- 6. Social Media IndustryLikely to Follow Facebook’s Business Model © 2014 Digital Air Strike | Reproduction Prohibited Twitter is already showing early signs of adoption
- 7. What happens afterviewing a Facebook ad? Over 2,000 People Surveyed What are your reasons for clicking on a Facebook ad? Upside: Social Advertising has Purchase Influence © 2014 Digital Air Strike | Reproduction Prohibited
- 8. Social Media ROI Continuesto Grow We’re Proving It © 2014 Digital Air Strike | Reproduction Prohibited
- 9. © 2014 DigitalAir Strike | Reproduction Prohibited 4.6X ROI in just 10 days! Social Influence: 450 New local page fans captured 2 Verified Car Sales Branding/Awareness: 180,000 In-Market impressions delivered Social Sells! Secondary Benefits
- 10. SHHHH….Our top 10tips to running a successful social advertising campaign
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- 12. Website Traffic AdPageLike Ad Drive Engagement Promoted Post Build Your Following Drive more VDP’s © 2014 Digital Air Strike | Reproduction Prohibited Leverage the Right Advertising Types to Fit Your Goals Avoid High Mobile Bounce Rates: Be sure to optimize every touch point of your campaign for the mobile user experience! (website, lead forms, inventory pages, etc.)
- 13. Facebook offers thousandsof targeting options allowing you to target IN-MARKET SALES & SERVICE CUSTOMERS with the right message at the right time. Fine-Tune your Target Audience with Facebook’s Infinite Options Basic Targeting Advanced Targeting • Age • Gender • Geographic (city, state, zip, etc.) • Interests (established by Facebook) • Language • Life events (i.e. Expecting a child) • Relationship status • Job role • Income • Net worth Uses 350 data points to target automotive intenders • Vehicle owners by make • Vehicle purchase intenders by make (Ford, Chevy, etc.) • Vehicle purchase intenders by model (Chevy Silverado, Ford F-150, etc.) • Vehicle purchase intenders by type (sedan, coupe, etc.) • Parts & Services intenders © 2014 Digital Air Strike | Reproduction Prohibited
- 14. Incorporate Lead GenForms Custom forms provide your fan base with an opportunity to convert! Lead capture forms allow customer to: • Seamlessly submit a lead without interrupting their Facebook experience • Explore your new specials and inventory on your website • ***Lead information is sent directly to your CRM (name, email, phone #, etc.) Provide ‘ONE CLICK’ hyper links to your key web pages
- 15. Your Emails Active Profileson Facebook Relevant Ads Dealers can retarget their previous customers on Facebook! Target Your Existing CRM Database! DRIVE 2X CTR!
- 16. Keep Your ServiceBay Full! Promote Offers on Facebook! User is emailed offer with redemption instructions. (Must present email at dealership) Drive Service Upsells Drive AwarenessDrive Social Activity Viewed center stage on all mobile & desktop devices
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- 18. Design Your TwitterStrategy In-Line with Facebook Designed to drive VDPs, engagement, & Twitter following Aligning your strategy will help you A/B platform test
- 19. Build Custom TargetAudiences Take advantage of Over 3X greater Buy-Through Rates Leverage Twitter’s unique targeting features
- 20. Generate Leads viaTwitter Cards Provides a one click ‘Register Now’ button User email is auto populated into the Twitter Card Drive email leads by providing a seamless ‘one click’ register now and autofill feature
- 21. Take Advantage ofConversion Pixels to Measure Direct ROI Place a pixel on a Vehicle Detail Page: • Measure success on VDPs Place a pixel on a “Thank You” Page: • Measure success based on leads
- 22. Compare ROI AcrossMultiple Channels • KDPs • Social Media Referrals • Review Site Referrals • Leads Track Your Conversions, VDPs, & More! Use Google Analytics to Compare Platform Performance Evaluate performance and allocate budget accordingly
- 23. © 2014 DigitalAir Strike | Reproduction Prohibited Key Considerations • Social advertising is complicated • A well-constructed campaign can: Build brand awareness Sell vehicles Drive service visits Engage your customers • Social Media is here, it’s a pay to play medium, and it’s not going anywhere
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