With billions of people across the world on social media, social advertising is a great way to reach tons of people at a relatively low cost. And after new ad programs rolling out this year on Facebook, Twitter, Instagram, and the likes - you are left with a variety of ways to reach your consumers. Maybe you're already doing some social advertising (good for you and your brand!) and maybe you're not. Either way, now is better than never to start looking into social networks and devising your strategy. In the recording, Hanapin's social experts, Eric Couch and Kristina McLane, discuss six things that you probably didn't know you could do with your social advertising campaigns. You'll get expert-level tips like: *Creating effective custom audiences in Facebook to increase CTR *How to use Twitter Cards to boost lead generation *Utilizing features in LinkedIn for brand awareness

1. How to Recover from the
Holidays Faster Than Your
Competition
Six Things You Didn’t Know You
Could Do With Social Advertising
#thinkppc
HOSTED BY:

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Presenters
• Eric Couch
– Senior Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @ecouch11
• Kristina McLane
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @kristinaMcLane

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Join the conversation
• Include the hashtag #thinkppc in your Twitter 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?
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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)?
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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: Facebook’s Many Ad Types
You can (and should) be using all available
ad types on Facebook.

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That Includes…
Sidebar ads.
Page Post ads.
The many, many different flavors of Page
Post Ads.

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Sidebar Ads

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Sidebar Ads
Note: Facebook recently updated their
Sidebar Image ad dimensions.
If you haven’t changed yours recently,
you’ve got a problem.
For instance, you may start asking yourself
“why is my previously-great Sidebar ad
campaign no longer getting clicks?”

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Sidebar Ads
Old Sidebar Ad Images:
- 100 x 72 pixels for link thumbnails.
- 120 x 120 pixels for photo shares.
- 128 x 128 pixels for video thumbnails.

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Sidebar Ads
For reference:
100 x 72 120 x 120 128 x 128

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Sidebar Ads
New Sidebar Ad Images:
- 254 x 133 minimum requirement.
- 1200 x 637 recommended size.

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Sidebar Ads
For reference:
100 x 72 254 x 133 1200 x 637

14. Godzilla Facebook Ads Through the Years
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What are Page Post Ads?
These things:

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Why do they rock?
Because of
this:

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Why do they rock?
Because they mimic (and are) actual
content.
Because people will like, share, and
comment on your ad organically.
This gives your ad legitimacy, and inertia.

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Why do they rock?
It also makes me feel warm and fuzzy inside
to see people like my ads.

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But did you know…
If people don’t like your ads, you can (and
should) audit your comments to prevent
negative messages from being seen.
It makes no sense to pay for negative press.
And you don’t have to!

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But did you know…
Just hide those comments.
No one aside from the poster (and their
friends) will ever see them.

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Like this guy.
THIS KEEPS GOING.

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Or this guy…
THIS IS THE SAME
GUY POSTING
TWICE.

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… Or this guy.
WAIT, WHAT?

24. #2: Facebook Custom & Lookalike Audiences
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Why Custom Audiences Work?

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Targeting Lookalike Audiences
Why Lookalike
Audiences work?
Tips:
• Use What Already Works.
• Layer Your Lookalike
Audiences
• Conversion Tracking

26. Lookalike Audiences of Converted Visitors
What do I need?
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1. Previous Conversion Data
2. Separate Campaign
3. Ad Creative

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#3: Facebook Video Post Ads
You can do video posts on Facebook.
And not the prohibitively-expensive kind
of premium video ads they talk about.
And you can use all of the same targeting
methods that Kristina just talked about
when you run them.

28. VIDEO THAT PLAYS
DIRECTLY IN FACEBOOK
MORE ACCOUNT INFO
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They Look Like This
ACCOUNT INFO
VIDEO DESCRIPTION
PEOPLE WHO LIKE ME

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Why Should You Run Them?
If you have videos, you can make use of
them.
They also have a really, really high
Click-Through Rate.

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Some Statistics (Last 30)
FACEBOOK CAMPAIGN CLICK-THROUGH RATE
SIDEBAR ADS 0.124%
REGULAR PAGE POST 1.300%
VIDEO PAGE POST 2.124%

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Why Should You Run Them?
That’s almost twice the click-through rate
of a regular page post.
That’s almost twenty times the click-through
rate of a sidebar ad.
And it’s pretty.

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Video Tip #1
Like YouTube video ads, make sure you
keep your Facebook video ads short.
You need people to get through the entire
video so they can see…

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Video Tip #2
Your Call-To-Action Button.
It only shows up at the end of
your video, but will allow you to
link to an external Destination
URL.

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Video Tip #2
If you’re at all interested in
direct response…
• Keep your videos short.
• Use the Call-to-Action Button.

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#4: Facebook Remarketing
FBX vs. Native FB Remarketing
The main vendors for Facebook Retargeting are AdRoll and Perfect Audience.

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FBX Retargeting – Pros
Pros:
• Easier Navigation
• Simpler Ad Creation
• Assistance is Available

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Dynamic Remarketing

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FBX Retargeting – Cons
Cons:
• Extra Cost
• Less Options

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Native Facebook Remarketing
Pros:
• One Interface
• More Ad Options
(Offer Ads,
Events, etc.)
• Can Layer Your
Targeting

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Native Facebook Remarketing
Con: Takes More Time

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#5: Twitter Cards – Types
Lead Generation Cards

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Twitter Cards –Types
Website Cards

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Twitter Cards – Best Practice
Make People Feel Special.

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Twitter Cards – Best Practice
Don’t Forget To Test.

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Twitter Cards – Best Practice
Don’t Ignore Them!

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Twitter Remarketing
Conversion Tracking =
Remarketing Lists
Best Practices:
• Website Tags: Conversions &
Tailored Audiences
• Refine Them!

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Remarketing with Twitter Cards
Boost Conversions By
Remarketing On Twitter
Increase leads by creating remarketing lists
and targeting individuals to push leads on or
off Twitter.
What do I need?
• Separate Campaign
• Twitter Website Tags
• Twitter Cards: Website or Lead

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Live Poll Question #3
#3 – What social network are you most excited about
advertising on in 2014?
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a) Facebook
b) LinkedIn
c) Pinterest
d) Twitter

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#6: Are You LinkedIn?
We’d be remiss if we didn’t mention
LinkedIn.
Kind of like Facebook, it gives you the
opportunity to target people in a way that
you can’t in AdWords.

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#6: Are You LinkedIn?
The potential applications for B2B,
in particular, are compelling.
By, say, targeting specific titles and
decision-makers in the specific
organizations that you’re looking to court.

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LinkedIn Pros
• Low fee to start
• Minimum CPC of $2.00
• May be lower than many AdWords CPCs.
• Minimal investment
• Can spend as little as $10.00/day.
• Multiple ad types!
• Sponsored inMail, Linked Updates, Social Ads

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LinkedIn Pros
• Targeting options: Target by location, by
company, by industry, and by job title.
• Inexpensive yet flexible: CPC or CPM
bidding, flexible daily budget.
• Easy to set up!
• Just requires a linked credit card, really.

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LinkedIn Cons
• Can be too restrictive.
• Lead tracking can be tricky. (Use Analytics!)
• No help desk.
• CTR is king! It determines when you show.
• Account access can be difficult- requires a
link to your personal account.

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LinkedIn Best Practices
• Segmentation is key!
• Divide your targeting methods by campaign.
• Rule of thumb: A good audience size is at
least 100k strong (100k – 400k
recommended).
• Always choose one or more locations.

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LinkedIn Best Practices
• When targeting by industry: audience sizes
are fairly substantial here, so one or two will
usually work.
• When targeting by job function: consider
these your keywords. Group them in
similarly-themed ad groups so your ad copy
is still relevant.

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LinkedIn Best Practices
• Have at least 3 ad variations within your
campaign and refresh them monthly.
• Tip: Good ads have a CTR greater than 0.025%.
• Always include an image in your ad.
• They’re small (50 x 50 pixels), so make sure they fill
up the space and are easy to read.

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LinkedIn Best Practices
• Business-to-Business Marketing does very
well on LinkedIn.
• Have a LinkedIn-only landing page.

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Live Q&A Time!

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