2. Introduc<on
Tami McBrady
Senior Search Manager
Mike Grinberg
Senior Search Manager
Paid in SoLoMo World
3. Agenda
• Social Media Ads
– What Are They
– Examples
• Local Ads
– What Are They
– Examples
• Mobile Ads
– What Are They
– Examples
Paid in SoLoMo World
5. Social Media Adver<sing
Ideal
Pla4orm Reach Ads? Targe;ng Capabili;es
for
Facebook 750M Yes Demographics, B2C
geotarge<ng and profile
informa<on (interests,
etc.)
LinkedIn 110M Yes Geotarge<ng, Company, B2B
Job Title, some
demographics
TwiVer 250M Yes Geotarge<ng, in TwiVer
Search, followers and
‘users like your followers’
Google+ 65M No
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6. Facebook
GM pulls all ads…
&
Current ad formats:
• Meant to be more social and interac<ve
• Leave a bit to be desired for
Future ad formats will likely be more robust
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8. Construc<ng a Strategy on
Facebook
• Who is your audience?
• How would that
audience iden<fy
themselves in their
profile?
• What ad copy and
imagery would appeal
to them and convey
what you can provide?
• What are your goals?
Paid in SoLoMo World
9. Invisible Hearing Aid Facebook
Strategy
Who is your audience?
• People who are hard of hearing
How would we iden<fy that audience in a Facebook profile?
• Age
• Interests in music, concerts, worship, ac<ve lifestyle
What ad copy and imagery to use?
• Unique selling points (invisibility!)
• People who fit our demographic targets
What are your goals
• Lead Genera<on
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10. Invisible Hearing Aid Results
• Average CPC is much lower
compared to search engines
• Even with a lower Conversion
rate, the CPL for Facebook
was s<ll 40% of the CPL for
Search
• With the right strategy,
Facebook can be a powerful
engine
Paid in SoLoMo World
11. TwiVer
• Stats*
– 50% of people are more likely to buy ager
becoming a TwiVer follower
– 60% of people are more likely to recommend ager
becoming a TwiVer follower
• Low compe<<on for adver<sing
• Several ad types available
*Chadwick Mar<n Bailey Consumer Pulse Study
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12. TwiVer Ad Types
Minimum $15,000 or $0 with $120,000/day $15,000 or $0 with
Spend self‐serve plajorm self‐serve plajorm
Minimum $0.10/tweet N/A $0.50 per follower
Bid
Paid in SoLoMo World
13. Google+
• Is Google+ a “Ghost
Town”?
– Engagement is ques<onable,
but most posts aren’t public
– 180,000,000+ users
• +1 buVon for ads
– No direct impact on ad
performance
– Incorporates social
connec<ons into adver<sing
Paid in SoLoMo World
14. LinkedIn
• Strategy/Targe<ng Op<ons
– Targe<ng actual job <tles
– Targe<ng groups
• Follow‐Up Extension (no extra charge)
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18. By The Numbers
20% of Google searches made on
desktops are related to a loca<on
40% of Google mobile searches are
related to a loca<on
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19. Google Places = Google+ Local
Can keep managing
through Google
Places
Social func<ons
being rolled out to
Google+ Local pages
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23. Google Geotarge<ng Op<ons
• Zipcodes – great for:
– Driving offline traffic
– Targe<ng service areas for local businesses (e.g.
plumbers, contractors)
• Intent/geo targe<ng op<ons
– Search intent (geo‐modifiers)
– Actual loca<on (GPS or IP)
Paid in SoLoMo World
24. Local Ad Copy
Loca<on‐ Improved CTR
Loca<on‐ Geo‐Modifier
Specific & Conversion
Based Search in Ad Copy
Landing Page Rate
• Include geo‐modifier in ad copy
• Include geo‐modifier in display URL
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29. Mobile Ads – Call Extensions
Click‐To‐Call
Mobile ad with Clickable phone A “click” is
Mobile search
phone# served # is clicked recorded
Call Tracking
A phone call
Mobile ad with phone# Clickable phone #
Mobile search “conversion” is
served (Google Voice) is dialed
recorded
Paid in SoLoMo World
30. Call Extensions (Lead Genera<on)
• Addic<on Treatment Center with
loca<ons in 5 states
• Phone calls are 60% of total
leads
• Pu{ng loca<on informa<on and
differen<ators in ad increases
click through + qualifies the lead
• People s<ll tend to click through
and call ager ge{ng more info
from the site, so a mobile site/
landing page is the next step
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34. Tips
Social
• Use the LinkedIn Follow‐Up Extension and have a
process for following up on leads
Local
• Make sure your Google Places and Google+
personal profile are under the same login
Mobile
• Lead Genera<on? Drive phone calls, not click
through
Paid in SoLoMo World
