In this live webinar, Hanapin’s Mary Hartman and Simply Measured’s Bryan Blackburn join forces to share the insights gained from both Hanapin’s State of Paid Social 2017 and Simply Measured’s 2017 State of Social Report.

1. #thinkppc
&
What's Happening in the
World of Paid Social:
2017 Insights and Predictions
HOSTED BY:

2. Presenters
• Bryan Blackburn
– Content Marketing Manager at Simply Measured
– @bdblackburn34
• Mary Hartman
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @PPCHartman

3. – Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

4. Our Clients

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

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

7. #thinkppc
The State of Paid Social
2017

8. The State of Paid Social
1. About the report
2. How marketers spend their budgets
3. How marketers will spend on social in the future
4. Key takeaways by social platform:
a. Facebook, Instagram, Twitter, LinkedIn, Pinterest, Snapchat
5. The next big things in social
6. Social strategy & conversion goals

9. About the Report
Did you know?
72% of marketers are spending less than 15% of their
budget on social.
• Facebook continues to lead the charge, with 73% of marketers investing a
majority of their social budget on Facebook.
• 63% of marketers say they will increase their social spend by 2018.

10. The State of Paid Social: Study Breakdown
• Account Manager: 17%
• C-level: 4%
• Manager: 30%
• Owner: 13%
• Specialist: 21%
• VP/Director: 15%
• 57% agencies
• 3.05% consultant
• 39.95% brands
• 12 different verticals:
–Consumer package goods, Education,
Finance, Home Improvement,
Insurance, Publishing, Retail, Services,
Technology, Travel

11. Budgeting: Into which Social Platforms are
Advertisers Currently Investing their Budget?

12. Budgeting: Into which Social Platforms are
Advertisers Currently Investing their Budget?
• Facebook continues to be the leading social platform for advertiser dollars
• Instagram is growing rapidly and LinkedIn and Twitter aren’t far behind.
• Instagram’s newest ad formats have the potential to keep driving the platform’s
popularity:
– Instagram Stories
– App Installs
– Carousels

13. Budgeting: How Will Advertisers Change their
Budgets in the Next 12 months?
In the next 12 months, advertisers plan to make significant increases to Facebook, Instagram, and LinkedIn
budgets. We see smaller increases in Pinterest, Snapchat, and Twitter. The biggest decrease is in Twitter.

14. Facebook Nostalgia (2004)

15. Facebook
• 73% of marketers invest the majority of
their social budget on Facebook
• Most Effective Features: Single image ads and carousel
ads
• 35% of marketers are still not investing in video ads, even
though the Facebook algorithm now gives favor to video in
the news feed.
The vast majority of marketers say they
aren’t investing in Facebook’s new ad formats like:
● Canvas
● Collections
● Lead Ads
● Gif ads

16. Instagram Nostalgia (2010)

17. Instagram
• 33% of marketers are not investing their budget in
Instagram, and 26% are investing very little.
• Most Effective Features: Photo ads, with Video and
Carousel ads close behind
New features to keep an eye on:
● Instagram Stories (similar to Snapchat stories)
○ 81% of advertisers are not using story ads
● App installs

18. Twitter Nostalgia (2007)

19. Twitter
Is Twitter on the downhill? 63% of marketers are not
using any features at all on Twitter for paid advertising.
Advertising Features:
● Most effective feature: Twitter Lead Cards and Website cards
● New features to keep an eye on: Promoted videos, App Installs
Advertiser Concerns:
● Audience quality
● User base is growing at a much slower rate compared to Facebook
and Snapchat.
○ Has stalled out with appx. 300-350 million daily active users
Twitter provides a live, real-time audience with specific interests. Marketers
lack confidence in Twitter’s ability to maintain strong, engaged audiences
& content.

20. LinkedIn
51% of marketers are still not investing in LinkedIn
Advertising Features:
● Sponsored Posts
● New features are being rolled out all the time:
○ Conversion tracking (finally!)
○ Matched audiences for:
■ Website remarketing
■ Email list remarketing
■ Marketing automation platforms: Works with
Marketo, Oracle Eloqua or LiveRamp
○ Lead gen forms for mobile users
● Sponsored InMail (cost per send, not per view)
Advertiser Concerns:
● Extremely high CPCs ($9-$15+ per click)

21. Pinterest
By far the most underutilized social platform
79% of marketers do not use any of its features.
Advertising Features:
● Promoted App Pins
● Visual Search, Lens, Instant Ideas
Advertiser Concerns:
● Visual medium
● Considered an e-commerce only channel
Pinterest is a low competition channel. Easy to use,
now may be the time to test ad formats.

22. Snapchat Nostalgia (2011)

23. Snapchat
• 81% of marketers are not investing in
Snapchat ad features
• Most effective: Geofilters
• New Features to keep an eye on:
– Sponsored Lenses
– Deep Linking
– Autofill Forms
– Snap Map

24. The Next Big Thing in Social
Social Marketers are Hyping Up Video as the Next Big Thing
When marketers were asked what they thought would be the next big thing in
social, there was an overwhelming response about video, in all areas. Whether
it was video ads in general, Facebook live video, Instagram story ads, or VR,
we’re seeing a large trend toward video in various social platforms.

25. Which Social Platforms work for Which
Devices?

26. #thinkppc
Social Strategy &
Conversion Goals

27. How Important Is Paid Advertising in Your Overall Social
Strategy?

28. Do You Have Web Traffic and Conversion Goals for Social
Media?

29. Which Paid Ads Do You Find Most Useful for Your Social
Strategy?

30. Offers!
A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No Thanks!

31. Live Q&A Time!

32. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Simply Measured Directly: bryan.blackburn@simplymeasured.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf