1. Ads must grab attention with headlines that ask questions or speak directly to the target demographic. 2. Images should create relative difference to make the ad stand out and use contrasting colors instead of the typical social media color palettes. 3. Headlines and images must work together to generate interest in the offer and motivate users to take action.

1. Secrets to Great Facebook & LinkedIn Ads
Strategies for staying ahead of the rest
Dial: +1 (805) 309-0021
Access Code: 601-819-863
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2. Housekeeping Items
 Are the slides available?
 Yes! Please email ppc@webmarketing123.com
 We want to hear from you!
 @webmarketing123
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 facebook.com/webmarketing123
 Want to learn more?
 Contact us for a complimentary digital media strategy
session. Details at end of webinar.
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3. Webinar Agenda
Why Market on Facebook or LinkedIn?
1 The “Social PPC” opportunity
Setting Expectations
2 Planning to execute a successful Social PPC program
Crafting an Optimal Social PPC Ad
3 Best practices for ad creation
Testing & Optimization
4 Experimenting with ads for best ROI
Key Takeaways
5 Recap of Social PPC
#wm123
@bradleywjoe

4. Webinar Agenda
Why Market on Facebook or LinkedIn?
1 The “Social PPC” opportunity
Setting Expectations
2 Planning to execute a successful Social PPC program
Crafting an Optimal Social PPC Ad
3 Best practices for ad creation
Testing & Optimization
4 Experimenting with ads for best ROI
Key Takeaways
5 Recap of Social PPC
#wm123
@bradleywjoe

5. 1 Why Market on Facebook or LinkedIn?
Crucial elements of a successful paid search account
At the start of 2011, Facebook had 40% share of the daily web traffic worldwide.
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6. 1 Marketers are Spending More Time on Social Too
Time spent by marketers on social media activities
• A significant 58% of
marketers use
social media for 6
hours or more
weekly and 34% for
11 or more hours.
• 15% of marketers
spend more than 20
hours each week on
social media.
Source: 2011 Social Media Marketing
Industry Report, Social Media Examiner
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7. 1 What People Do on Facebook
What is your target audience looking for?
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8. 1 Why Market on LinkedIn?
LinkedIn is experiencing phenomenal growth
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9. 1 Market Opportunity on Social Networks
The market is already huge and continues to grow
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10. 1 Demographic Targeting Capabilities
Crucial success factor for driving Social PPC results
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11. Webinar Agenda
Why Market on Facebook or LinkedIn?
1 The “Social PPC” opportunity
Setting Expectations
2 Planning to execute a successful Social PPC program
Crafting an Optimal Social PPC Ad
3 Best practices for ad creation
Testing & Optimization
4 Experimenting with ads for best ROI
Key Takeaways
5 Recap of Social PPC
#wm123
@bradleywjoe

12. 2 Setting Expectations for Your Social PPC Program
Push vs. Pull Marketing
Search Engine Users: Are Social Sites: There to consume
actively looking for a product or content (i.e. not your ads)
service
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13. 2 Setting Expectations: Platform Maturity Level
What to expect
• SEM (traditional PPC):
• Mature market with solid UI’s
• Stable technology, good tools, lots of information
• Social PPC:
• Direct tools and 3rd party ecosystem still developing
• Many unknowns
• Pace of change is very rapid
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14. 2 Setting Expectations for Results
What to expect
• Results
• Google is still King for most direct response advertisers, but…
• Social PPC lets you expand to those who are not actively searching
• Social PPC allows you to market to niche audiences
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15. 2 Setting Expectations within the Platform
Similarities and differences from AdWords & adCenter
Similarities Differences
• Text ad – Headline & Description • Character restrictions
• CTR / Quality – Big factor in • Graphical elements
performance
• Hybrid between SEM & Banners
• CPC
• Targeting
#wm123
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16. Webinar Agenda
Why Market on Facebook or LinkedIn?
1 The “Social PPC” opportunity
Setting Expectations
2 Planning to execute a successful Social PPC program
Crafting an Optimal Social PPC Ad
3 Best practices for ad creation
Testing & Optimization
4 Experimenting with ads for best ROI
Key Takeaways
5 Recap of Social PPC
#wm123
@bradleywjoe

17. 3 Crafting an Optimal Ad
Your ads must…
Grab Attention
Stand out from background
noise and clutter
Actively divert user from their
intended action
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18. 3 Crafting an Optimal Ad
Your ads must generate…
Interest
Ask yourself these questions:
• What is the offer?
• Benefit to user?
• Why should they care?
• Is the message clear and
obvious?
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19. 3 Crafting an Optimal Ad
Your ads must create…
Action
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20. 3 Anatomy of a Social PPC Ad
Like traditional PPC… plus an image
Social PPC Ads have 3 Elements:
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21. 3 Anatomy of a Social PPC Ad
Like traditional PPC… plus an image
Social PPC Ads have 3 Elements:
Headline
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22. 3 Anatomy of a Social PPC Ad
Like traditional PPC… plus an image
Social PPC Ads have 3 Elements:
Description
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23. 3 Anatomy of a Social PPC Ad
Like traditional PPC… plus an image
Social PPC Ads have 3 Elements:
Image
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24. 3 Anatomy of a Social PPC Ad: Headlines
Grab user’s attention and provide reason for reading further
Tip: Follow traditional best practices, i.e. direct and very
straight forward
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25. 3 Anatomy of a Social PPC Ad: Headlines
Tips and best practices to experiment with
• Try asking a question
• Speak directly to the targeted
demographic
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26. 3 Anatomy of a Social PPC Ad: Images
Best practices for using images
• Goal: Grab Attention
• Work in tandem with the Title
• Create Relative Difference: Better
OK
• Make your ad stand out from
everything else
• Color:
• Both FB and LI have similar color
palettes: grey and shades of blue –
don’t use this in your images!
• Use contrasting colors to make your
ad pop
• Try adding a border to your image
• Reverse the color palette
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27. 3 Anatomy of a Social PPC Ad: Images
Best practices for using images
• Focus:
• Dimensions are small, so close-up images
work best
• Try interesting angles and odd perspectives
• Relevancy:
• Image doesn’t necessarily need to represent
product
• Use images to speak to audience and convey
your message
• Test interesting imagery, people, faces,
abstract images
• Be creative – the key is to grab the user’s
attention!
#wm123
@bradleywjoe

28. 3 Anatomy of a Social PPC Ad: Copy
Generate interest and push user down the conversion funnel
Use the body to add detail, supporting facts, additional information – complete the
message began by the Title and Image.
• Effective Copy Should:
• Emphasize benefits to user
• Highlight differentiators
• Provide incentive or special offers
• Finish with a strong CTA
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29. 3 Anatomy of a Social PPC Ad: Copy
Body Description Copy
• Keep it Short
• Short ads generate a higher CTR
• If you need to write a longer ad, highlight the important elements
• Place them at the beginning or end of the ad
• If possible, save details
for the landing page
LinkedIn Ads #wm123
@bradleywjoe

30. Webinar Agenda
Why Market on Facebook or LinkedIn?
1 The “Social PPC” opportunity
Setting Expectations
2 Planning to execute a successful Social PPC program
Crafting an Optimal Social PPC Ad
3 Best practices for ad creation
Testing & Optimization
4 Experimenting with ads for best ROI
Key Takeaways
5 Recap of Social PPC
#wm123
@bradleywjoe

31. 4 Ad Testing & Optimization
Optimization Strategies
• Optimization Goals: Generate ads which offer the best combination of
volume and efficiency
Total Clicks
1. Optimize for CTR Click Through
Rate
Total Impressions
2. Optimize for Conversion
Disclaimer: We will be reviewing pure ad optimization and ignoring bidding,
CPC, CPA, etc. Real life optimization usually must consider these other factors.
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@bradleywjoe

32. 4 Ad Testing & Optimization
Optimizing for CTR
How to Start:
1. Pause Underperformers
a. Screen for ads with impression > 10,000
b. Sort these ads by CTR
c. Pause all ads with CTR < 0.01%
2. Find the Winners
a. Screen for ads with impression > 10,000
b. Flag all ads with high CTR (> 0.10%)
c. Analyze for common elements
3. Build on Success
a. Screen for campaigns without live ads
b. Copy winners (or variations of) to these campaigns
c. Consider copying winners to campaigns with only “average” ads
d. Test new variations of winners against the originals
#wm123
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33. 1 Ad Testing & Optimization
Optimizing for Conversions
1. Minimum Impression Threshold
a. Calculate minimum acceptable CVR using observed CPC and known CPA
[ CVR = CPC / CPA ]
b. Use observed CTR or assume ‘average’ CTR
c. Work backwards from a single conversion to clicks to impressions
[ Min. Impressions = 1 / CVR / CTR ]
Conversion CTR Impressions
Work backwards to figure out your minimum impression threshold
#wm123
@bradleywjoe

34. 1 Ad Testing & Optimization
Optimizing for Conversions
1. Minimum Impression Threshold
a. Calculate minimum acceptable CVR using observed CPC and known CPA
[ CVR = CPC / CPA ]
b. Use observed CTR or assume ‘average’ CTR
c. Work backwards from a single conversion to clicks to impressions
[ Min. Impressions = 1 / CVR / CTR ]
2. Pausing Underperformers
a. Screen for ads with impression > min. threshold
b. Sort these ads by CVR
c. Pause all ads with CVR 50% less than average
3. Finding the Winners
a. Screen for ads with impression > min. threshold
b. Flag all ads with high CVR
c. Analyze for common elements
4. Building on Success
a. Screen for campaigns without live ads
b. Copy winners (or variations of) to these campaigns
c. Consider copying winners to campaigns with only “average” ads
d. Test new variations of winners against the originals
#wm123
@bradleywjoe

35. 4 Ad Testing & Optimization
Best Practice Tips
Don’t Always Wait for Conversions
1. Start by optimizing for CTR to create conversions faster
• Higher CTR = more clicks
• Higher CTR = more impressions via improved ad delivery
2. Reduce CPC
Pay Attention to CTR and Impression Trends
1. Ad fatigue is almost inevitable after 1-2 weeks
• “Refresh” ads by making minor changes
• Ads must appear different enough but maintain the qualities that make
them winners
2. Have a bank of images and titles ready to go
3. Vigilantly check on new ads during the first 1-3 days
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36. 4 Ad Testing & Optimization
Tips to Improve Your Campaign
Create 1 Ad per Campaign
• Increases control over ad serving
• However increases complexity and number of campaigns
Use a Logical Ad & Campaign Naming Convention
• Must provide useful info at a glance
• Example for naming ads: [image][headline variation][targeting]
Leverage Technology
• Many of these tasks are manual
• At the least try to use Facebook Power Editor
• Consider 3rd party tools for large or complex campaigns
• Automated testing
• Automated ad rotation
• Image library, etc.
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37. 4 Ad Testing & Optimization
Ad Creative Comparison Example
Courtesy of MarketingSherpa &
Facebook
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38. Webinar Agenda
Why Market on Facebook or LinkedIn?
1 The “Social PPC” opportunity
Setting Expectations
2 Planning to execute a successful Social PPC program
Crafting an Optimal Social PPC Ad
3 Best practices for ad creation
Testing & Optimization
4 Experimenting with ads for best ROI
Key Takeaways
5 Recap of Social PPC
#wm123
@bradleywjoe

39. 5 Key Takeaways
• Ads must create Attention, Interest, and Action
• CTR is the main factor in ad serving – pay attention to it!
• Fight Ad Fatigue by introducing variations of your best ads
• Leverage Technology or employ an agency to manage large or complex
campaigns
• Start today!
#wm123
@bradleywjoe

40. Thank You! Questions?

41. Contact Us About Qualifying for a Free Digital Marketing Analysis
Thank you for your attendance today!
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-Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
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Strategy and see how much opportunity is available for your company
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visitors are using to discover your website
- Search Engine Friendliness Report: Crawl-ability analysis of your site
Please contact:
ppc@webmarketing123.com
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