Paid Advertising Fundamentals for Social Media Marketers. Despite what you may have heard, you don’t have to be an expert to be a social advertising winner. Dedicated rookies can attain great results when armed with the right tactics! The focus of this session is to empower social PPC beginners to better understand classic usages of these paid channels. Come confused, leave with clarity.

1. Paid Advertising
Fundamentals For
Social Media
Marketers
Lisa Raehsler
May 30, 2013

2. AGENDA
• Social Ads
• Popular social ad channels
– Google+
– LinkedIn
– Facebook
• Final thoughts
@LisaRocksSEM

3. WHY SOCIAL ADS?
• On websites where people are networking, consuming
content, creating content, rather than searching
• Have relationship component with consumers
• Can engage and share marketing messages
• Social mentions in ads are “endorsements” and can
drive increased brand lift and reach
• Range of targeting options = opp to discover what
drives success
@LisaRocksSEM

4. GOOGLE ADWORDS G+

5. GOOGLE ADWORDS AND G+
• Connects G+ page to PPC ads
• Show endorsements for your business (G+ page)
from your Google+ followers.
@LisaRocksSEM

6. GOOGLE ADWORDS G+: ADS TYPES
• Ads ads show social annotations in
text and image
• +1s more personally relevant
• May also increase overall ad
performance.
@LisaRocksSEM

7. GOOGLE ADWORDS G+: TARGETING
• Numerous targeting options through
Adwords, G+ social annotations are an
extension of the current ads
• G+ page must be linked to website to
appear in ad
• Will not always appear in ad
@LisaRocksSEM

8. LINKEDIN

9. LINKEDIN: INTRO
• Business-relate social networking site. mainly used
for professional networking
• Total visits: 410M worldwide
Sources:
Descrip4on
Wikipedia,
Demographics
Google
AdPlanner

10. LINKEDIN: GOAL TYPES
• Brand awareness: Reach a large audience with a
widely targeted campaign
• Drive leads: Collect leads directly through LinkedIn
ad campaigns
• Drive leads: through landing page on your website
@LisaRocksSEM

11. LINKEDIN: ADS TYPES
• Ads
– Image and text
@LisaRocksSEM

12. LINKEDIN: ADS TYPES
• Ads link to:
– External URL
– Personal profile
– Company Page

13. LINKEDIN: TARGETING
• Geography
• Company: Company
name, industry, company
size
• Interests: Groups
• Demographics: Gender,
age
• Job Title: Specific job
title, job function,
seniority
@LisaRocksSEM

14. LINKEDIN: TARGETING
• Job Title
– Specific
Job Title
– Job
Function
– Seniority
@LisaRocksSEM

15. LINKEDIN: TARGETING
• Dynamically generates audience
numbers
@LisaRocksSEM

16. LINKEDIN: BUDGETS & BIDS
• Budget set at campaign level
• CPM or CPC minimum $2
• Daily Budget: minimum $10 day.
– Daily Budget: Set the max amount you want to pay each
day
– When daily budget is met, ads stop
• Bid Price: use upper range of the suggested bid range

17. FACEBOOK

18. FACEBOOK: INTRO
• Facebook is the most used social networking
service by worldwide monthly active users
• Total visits: 35B worldwide
Sources:
Descrip4on
Wikipedia,
Demographics
Google
AdPlanner

19. FACEBOOK: GOAL TYPES
• Brand awareness: Reach a large audience with a
widely targeted ad campaign
• Drive sales: Offers though Facebook. Influence
sales earlier in the funnel (consideration phase)
• Grow your fan base: Encourage people to “like”
your Page by offering benefits for engaging
• Best For…growing fan base
@LisaRocksSEM

20. FACEBOOK: ADS TYPES
• Page ad:
• Promoted Pages show in News Feed and right
column.
• Ads include your Page’s name, profile pic, a link
encouraging people to like your Page.
@LisaRocksSEM

21. FACEBOOK: ADS TYPES
• Sponsored stories:
• Shows interactions with a Page, app or event to their friends.
• Highlight post or action from a Facebook fan about your
business
• In sidebar or the News Feed of that person’s friends. This
type of ad allows you to feature positive feedback from a fan
of your business.
• Common forms of Sponsored Stories are page “like” as well
as check-ins.
@LisaRocksSEM

22. FACEBOOK: ADS TYPES
• Promoted Posts:
• Use this option once you have at
least 100 fans.
• Expand reach on any post,
including photos, offers, videos,
status updates.
• Posts reach fans plus friends of
people that have interacted
(shared, liked, or commented)
with the post.
• Shows in News Feed, not in the
right column
• Have a higher chance to be seen-
higher in the News Feed of the
audience!
@LisaRocksSEM

23. FACEBOOK: TARGETING
• Location
• Education and Work
• Demographic: Age, Gender, Birthday, and Relationship
Status, Language
• Likes & Interests: Precise interests, topics, broad categories
• Connections or friends of connections: Target your ad to
current fans of your Page to drive customer loyalty.
How to choose?
@LisaRocksSEM

24. FACEBOOK: TARGETING
• Consider your goals and total audience available to target

25. FACEBOOK: BUDGETS & BIDS
• Budget set at campaign level
• Campaign budget/ daily budget: Set the max amount you want
to pay each day
• When daily budget is met, ads stop
• Bids: Facebook cab can optimize or manually set CPC/CPM
@LisaRocksSEM

26. FINAL THOUGHTS
• Social channels are becoming a “normal”
advertising channel
• They are connection-based
• Users behavior and preferences are critical to
targeting the most relevant ads
• Consumers can engage on multiple levels, ie click
or share, so give them a reason to engage!
@LisaRocksSEM

27. THANK YOU
CONTACT:
Lisa Raehsler
Big Click Co.
Founder, SEM Strategy Consultant
lisa@bigclickco.com
612-424-1SEM
Google AdWords Certified Partner