Tina Shakour - It’s a Pay to Play World: Finding Real Value in Social Media

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This document discusses using social media advertising and provides metrics to measure the effectiveness of ads on Facebook, Twitter, LinkedIn. It recommends targeting specific groups based on skills and titles for Facebook ads, using mobile-first design with strong images and clear calls to action for all platforms. Key metrics to track include click-through rate, cost per click/engagement, video views, and conversions. An example campaign raised over $40,000 with a $250 budget and low cost per action.

Marketing

It’s a Pay to Play World
@tinashakour
#DSDEN

A little about me …
@tinashakour –
Since 2008 😆

Organic has value –
awareness, nurture, engage - but . . .
2% of
Audience
Reached

Social Ads vs Traditional Display Ads
Desktop: 8x CTR
Mobile: 9x CTR

Use the tools
you have:
email database
and lookalikes

13
• Targeted Specific
Groups Based on
Skill Sets / Titles
• High CTR on ad
(85% higher than the
industry benchmark)
• Top performing lead
gen activity of the
quarter

• Strong Image
• Clear CTA
• Keywords
early in text
• No wrap-
around text

What to Measure - Facebook
• CTR (all)
• Average is around 1% for Facebook
• CPA and Cost per Result
• Guidance: Cost per click should be under $1.10
• Average is under $.50 (Less for Instagram)
• Relevancy
• If below 7, reconsider your ad targeting
• Positive Feedback
• Med - High
• Negative Feedback
• Low

What to Measure - Twitter
• Click through rate
• Average is around 1-3% for Twitter
• Need to do the math using impressions and clicks
• Cost per Engagement / Cost per Result
• Average is $1.35
• Video
• Cost per video view
• Video views over 75%

What to Measure - LinkedIn
• Click through rate
• Average is generally below 1%
• Average Engagement
• Measures value of the content
• Average: Under .50%
• Cost per Click
• Average is $5.74
• Conversions / Cost per lead

•Over $40,000 raised
•Budget: $250
•Low cost-per-action:
$.30
•CTR higher than
average: 2.22%
•High relevance
score: 9
The Results

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Tina Shakour - It’s a Pay to Play World: Finding Real Value in Social Media

1. It’s a Pay to Play World @tinashakour #DSDEN

2. A little about me … @tinashakour – Since 2008 😆

4. Organic has value – awareness, nurture, engage - but . . . 2% of Audience Reached

7. Social Ads vs Traditional Display Ads Desktop: 8x CTR Mobile: 9x CTR

9. Use the tools you have: email database and lookalikes

10.

11.

12.

13. 13 • Targeted Specific Groups Based on Skill Sets / Titles • High CTR on ad (85% higher than the industry benchmark) • Top performing lead gen activity of the quarter

14.

15. Mobile FIRST Color Humor

16. • Strong Image • Clear CTA • Keywords early in text • No wrap- around text

17.

18. What to Measure - Facebook • CTR (all) • Average is around 1% for Facebook • CPA and Cost per Result • Guidance: Cost per click should be under $1.10 • Average is under $.50 (Less for Instagram) • Relevancy • If below 7, reconsider your ad targeting • Positive Feedback • Med - High • Negative Feedback • Low

19. What to Measure - Twitter • Click through rate • Average is around 1-3% for Twitter • Need to do the math using impressions and clicks • Cost per Engagement / Cost per Result • Average is $1.35 • Video • Cost per video view • Video views over 75%

20. What to Measure - LinkedIn • Click through rate • Average is generally below 1% • Average Engagement • Measures value of the content • Average: Under .50% • Cost per Click • Average is $5.74 • Conversions / Cost per lead

21.

22.

23. •Over $40,000 raised •Budget: $250 •Low cost-per-action: $.30 •CTR higher than average: 2.22% •High relevance score: 9 The Results

Editor's Notes

But in the end: it’s a Pay to Play Model
https://i.marketingprofs.com/assets/images/daily-chirp/170213-infographic-complete-guide-to-facebook-ad-targeting-full.jpg
Small volunteer ran non-profit Very limited funds High competition for donation dollars Digital fatigue Boosting organic posts & leveraging targeted dark posts Used best content / humor Built lookalike audiences Used CPA (not impressions)

Tina Shakour - It’s a Pay to Play World: Finding Real Value in Social Media

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Editor's Notes