Is your social PPC ready for 2015? In the past year, we’ve seen a lot of changes in features, reporting, and advertising options for Facebook, Twitter, and LinkedIn. In this webinar, social advertising experts talk through some new options available, like the latest reporting system and video ads in Facebook and remarketing on different platforms, as well as taking a deeper dive into insights and the policies that will affect your advertising plans. In the recording, experts from Clix Marketing and Hanapin Marketing discuss 10 tips to set yourself up for success and formulate a solid 2015 social strategy. You’ll get expert-level PPC tips like: *Managing the ever-changing image sizes and policies across social networks *Utilizing Video Ads in Facebook *How to prepare for social as a whole in 2015

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&HOSTED BY:
Master Social PPC in 2015!
10 Tips To Set Yourself Up For Success

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Presenters
• John Lee
– Managing Partner at Clix Marketing
– John is a PPC, display and social advertising
professional. He has written for Search Engine
Watch, ClickZ, Acquisio Blog, Clix Marketing
Blog, PPC Hero and the WordStream Blog.
– @John_A_Lee
• Kristina McLane
– Account Manager at Hanapin Marketing
– Blogger at PPC Hero
– @kristinaMcLane

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

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

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Live Poll Question #2
How do you manage your account(s)?
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

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#1 - Custom & Lookalike Audience Targeting
You Decide Who to Target.
Literally.
● Your emails.
● Your phone numbers.
● Your website visitors.
● Your app visitors.
Not One, But Two Flavors!
● Facebook Ads.
● Twitter Ads.
○ FYI: Twitter calls these “Tailored
Audiences”

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#1 - Custom & Lookalike Audience Targeting
But Wait! There’s More!
Are laser-targeted, super-specific custom audiences not enough
for you? Introducing.. Lookalike Audiences!
● Tell Facebook & Twitter to find other users who match your
Custom Audience.
● Go one step farther with Facebook:
○ Build Lookalike Audiences based on geography (country)
and with a sliding scale of similarity.

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Facebook Ads Audience Creation
Facebook:
Create a Custom Audience
Facebook:
Create a Lookalike Audience

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Twitter Ads Audience Creation
Twitter: Create a Custom Audience

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Twitter Ads Audience Creation
Twitter: Create a
Lookalike
Audience
● Two-step process.
● Target Tailored
Audience (custom list).
● Check: “Expand reach
by targeting similar
users…”
● Exclude Tailored
Audience (custom list).

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How to Use Custom or Lookalike Audiences
• Remarketing.
• Expand reach.
• Companion piece for CRM-
based lead nurture.
• Customer engagement.
• Exclude existing leads,
customers, etc..
• Brainstorm on
demographic, geographic
and interest targets for
Facebook (via Audience
Insights)

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#2 - Facebook Audience Insights
Use them to better understand your custom audiences!
vs.
Comparing custom audiences can give great “insights”.

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#2 - Facebook Audience Insights
Is there any differences between custom audiences?
Converters:
Site Visitors:

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#2 - Facebook Audience Insights
Say goodbye to the 18-24 year olds, because they are not going to
convert

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#2 - Facebook Audience Insights
Make educated decisions for new and layered targeting!

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#3 - Video Ads in Facebook
Like normal page posts,
we get (1) account info,
(2) description, (3) video
that plays directly in
Facebook and (4) the
page likes.

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#3 - Video Ads in Facebook
People love to interact with video ads. It’s more than just viewing
the video!
The video ad gets 100% more engagement.

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#3 - Video Ads in Facebook
A lot of interaction and clicks, but a low conversion rate.
A “click” on Facebook includes: expanding the description,
comments, likes, shares, etc.

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#3 - Video Ads in Facebook
Low website click-thru-rate, low cost-per-clicks, high
conversions rates for Facebook visitors, who click
through to the website.

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#3 - Video Ads in Facebook
Bonus Tips for Video Ads:
1. Videos should be short.
2. Call-to-action button is a must!
3. Keep your viewers engaged.
4. Sell your video with your headlines and descriptions.

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#4 - Facebook Ads Reporting Upgrade
Facebook Ads gets a
little better with each
passing month.
Want proof?
The “Breakdown”
report.

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#4 - Facebook Ads Reporting Upgrade
What’s the Big Deal?
• Reporting efficiency.
• Quickly access important data points without need for
complex filters.
• Deeper insight into placement and device (by iOS,
Android, etc.).
• Combine data sets (e.g. placement and conversion
device, gender and destination, etc.)

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#4 - Facebook Ads Reporting Upgrade
Breakdown:
Country
Breakdown:
Placement & Device

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Live Poll Question #3
Other than Facebook, what types of social ads have
been performing best for you?
#thinkppc
a) Twitter Ads
b) LinkedIn Ads
c) Facebook Remarketing
d) Other
e) I’m not doing social ads right now

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#5 - Twitter Cards
Because conversions matter… Twitter cards make sense.
vs.

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#5 - Twitter Cards
Website Cards:
A way to drive conversions on your own website.
Regular Tweet (117
characters after the
card is added)
Headline (70
characters)
Button: Call to
action

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#5 - Twitter Cards
Lead Generation Cards:
Lead generation that’s part of the Twitterer’s way of thinking.
Custom Call-to-
Action (20
characters)
Short Description
(50 characters)
An Image To Call
More Attention
Shared Email
Address

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#6 - Social Ads + Remarketing
= Awesome
If you are into remarketing, social advertising
is a wonderland filled with magical toys!
#6 - Social Ads + Remarketing = Awesome

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Facebook Exchange (FBX)
• 3rd party retargeting services like AdRoll,
Perfect Audience.
• Other display service providers also serve
ads on FBX.
• All cookie-based via website pixel.
Facebook Ads
● Custom Audiences
○ Your emails, phone numbers, etc.
● Website Audiences
○ Your website visitors based on
website pixel.
Facebook Remarketing

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Audience Import
• Sync audience from 3rd party
retargeting services like AdRoll,
Perfect Audience.
Twitter Ads
● Custom Audiences
○ Your emails, phone numbers,
etc.
● Website Audiences
○ Your website visitors based on
website pixel.
Twitter Remarketing

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#7 - LinkedIn
In 2014, nothing really happened in LinkedIn.
EXCEPT… LinkedIn acquired Bizo.

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#7 - LinkedIn
Who is Bizo?
Marketing platform
for B2B Marketers:
● Retargeting
● Multi-Channel
Targeting
● Funnel Analytics

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#7 - LinkedIn
What could Bizo bring to LinkedIn?
Disclaimer: There are no guarantees that LinkedIn can change, but
we can all hope!
● Extensive Audiences
● Better Targeting
● Automation
● Remarketing

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#7 - LinkedIn
Continue with best practices and keep an eye for future updates!
Basic Best Practices to
Remember:
1. Layer targeting -
1,000 people
minimum
2. Clear & upfront ad
copy
3. Ad copy testing
4. Analyze your
audiences

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#8 - Policies, Images & Platforms
LinkedIn’s rules:
1. Right rail ads need images to be 50x50.
2. Sponsored update images are 180x110.

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#8 - Policies, Images & Platforms
Twitter’s rules:
1. Images in a promoted tweet can be any size.
2. 800x200 for lead generation cards.
3. 800x320 for website Cards

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#8 - Policies, Images & Platforms
AdRoll’s rule: Facebook news
feed ads cannot use landing
pages with an embedded
video.

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#8 - Policies, Images & Platforms
Facebook’s rule: Images have to be a minimum of 254x133.
However, the recommended size is 1200x627.

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#8 - Policies, Images & Platforms
Our rule: Use the the recommended size of 1200x627 pixels

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#8 - Policies, Images & Platforms
Facebook’s Rule: There can be no more than 20% of text in your
images.

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#8 - Policies, Images & Platforms
Use Facebook’s grid tool to determine if your ad will be approved.

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#9 - Google+ Post Ads
Xzibit Sums Up Google+ Post
Ads Nicely…
Ok, so not really.
• Google does not yet
monetize Google+ with
advertising.
• +Post Ads leverage your
brands’ Google+ content to
advertise on the Google
Display Network.

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Why to Leverage
+Post Ads
● Branding.
● Increase Google+
engagement - seek
+1’s, shares or
comments on your top
content.
● Advertise Hangout On
Air events.
○ This ad format
allows you to join
from the ad and
more.
+Post Ads in the Real World

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+Post Ads Run
Through Display
Network
● Google+: allow “shared
endorsements”
● AdWords:
○ Type: Display
Network
○ Feature:
Engagement
○ Create ads from
“Ad Gallery”
+Post Ads in AdWords

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#10 - Facebook Ads Optimized Bidding
For Facebook Ads, you can bid by
cost-per-click (CPC), impressions
(CPM) or optimized CPM (oCPM)
based on your conversion goals.
● Optimized bidding is ultimately based on
your campaign objective.

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Dear Facebook, Please Optimize All the Things
Optimized CPM bids are
great, but have you
fallen into this trap?
“OK, Facebook - Make my
campaigns awesome and hit my
conversion goals! K, thx, bye…”
Before you hand over
the keys to the
kingdom, set yourself
up for success.

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● Install conversion tracking.
○ Duh, right?
● Familiar with AdWords Conversion
Optimizer or Flexible Bid Strategies?
○ Many of the same rules apply.
● Remember that any algorithm requires data
to calculate properly.
● Run your Facebook Ads campaigns on
manual CPC to build conversion data.
○ ...or app install, event response, etc..
● Once conversion data is present, switch
over to optimized bidding.
○ Have been successful with as few as 15
conversions - your results may vary.
● Pro Tip: If you launch Ad Sets bidding on
CPC for clicks, the system won’t let you
simply switch over to optimized bidding.
○ Plan ahead - build CPC ad sets and optimized
bidding ad sets. Pause one, active the other!
A Few Rules to Help
You Find Optimized
Bidding Success
Find Success with Facebook Optimized Bidding

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Live Q&A Time!

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We’d love to hear your feedback!
• Contact Hanapin: marketing@hanapinmarketing.com
• Contact John at Clix Marketing: http://bit.ly/Contact-Clix
Thank you for attending our Social PPC webinar!