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Social (re) targeting mini - ebook for clients - Adloonix.com / digital marketing agency

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Ebook for clients with description about the social targeting in YouTube, Facebook, Instagram, Twitter, LinkedIn ads. It includes: challenges, results, actions and KPIs tracking.

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Social (re) targeting mini - ebook for clients - Adloonix.com / digital marketing agency

  1. 1. OUTLINE OF (RE) TARGETING (Re) Targeting Features………………………………………………………………………….…………….2 Statistics………………………………………………………………………………………………….……….....4 Who needs…………………………………………………………………………………………….….…….....5 Challenges……………………………………………….….……………………………………….….….………6 SOCIALS…………………………………………………………………………………………….….……..….….7 ACTIONS………………………………………………………………………….….…………………………..…10 KPIs (tracking)……………………………………………………….………………………….……..…………11 RESULTS………………………….….…………………………………………………….….…………………...13 Calculations (spending) ……………………………….……………………….….…………………….....16 Opportunities (types of possible ads) ………………………………….....……………………..….17 Payment…………………………………………………………………………………………………………….20
  2. 2. 2 (RE) TARGETING FEATURES TARGETING The targeting ads let businesses and organizations connect with the people who are most likely to be interested in their products and services. Targeting is - Social targeting is an audience buying methodology for online advertising. It’s related to other types of audience buying such as demographic or behavioral / interest-based targeting. While pure interest-based targeting allows advertisers to find an audience online based on the affinities they have expressed in their web behaviors (i.e., what sorts of websites they have visited), social targeting combines that logic with social network logic, helping brands to find the people who are connected to their best existing customers.
  3. 3. 3 A quick example: an interest-based targeted ad for running shoes may reach a consumer because he spends a lot of time on sports sites. A socially targeted ad for the same shoes may reach him because he is closely connected online to a person who has purchased running shoes from the advertiser last month. RETARGETING The Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels. Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy. Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic. < BACK TO THE TOP
  4. 4. 4 STATISTICS Facebook & Instagram Two billion people use Facebook every month. 1 of every 5 minutes that people in the US spend on mobile is on Facebook or Instagram. 500 million Instagrammers use the app each month. Youtube Over the last two years, the number of small- and medium-sized businesses advertising on YouTube has doubled. In an average month, 18+ year olds in the United States spend more time watching YouTube than any television network. On mobile alone, more 18- to 49-year-olds watch YouTube during prime time in the United States than they do the top 10 prime-time shows combined. Twitter With more than 302 million active monthly users and 500 million updates sent per day, Twitter continues to be a rich marketing avenue for brands. LinkedIn Over 500M active professionals are on LinkedIn. Target them by job title, function, industry, and more. 94% of B2B marketers use LinkedIn to distribute content. < BACK TO THE TOP
  5. 5. 5 WHO NEEDS • IT agencies • Software companies • Educational and professional courses • Training and coaching • Hotels & restaurants • Apparel & luxury • E-commerce • Beauty & auto salons • Real estate • Healthcare services • Pharmaceuticals • Capital markets • Banks • Professional services • Renewable electricity & independent power < BACK TO THE TOP
  6. 6. 6 CHALLENGES Understanding the Person Behind the Search Online marketing is a gold mine of data. Buyers tell us what they care with the keywords they choose. We can track what messaging draws people into a website. Once there, we get exact information on how they behave: pages visited, time spent reading content, buttons clicked. Now, more detailed data and advanced marketing software allows us to create detailed customer profiles. No more assumptions about personas or market segmentation–you have data points with concrete details. The better you know who you’re talking to, the better you can craft a persuasive message. Targeting Everyone is Targeting No One One of the biggest mistakes in online marketing is being too general. It’s much harder to market a site with no specialization or niche. And when target too general an audience, you targeting the needs of no one. There is nothing that converts better than the response: This is just what I was looking for! If you can evoke that thought, you did it right. With the software of Social Targeting Ads™, you plan to get a specific response. Ads are developed based on demographics like age, gender, and location. You can also target interests. If your target is moms deciding on a dentist in the area, then family health will be a good theme. If you’re targeting older men with a fetish for dress shoes…well…you won’t create content that includes young guys in running shoes. Contextual Advertising Social Targeting Ads™ marketing software allows you to manage display ads based on content. For example, if you sell golf equipment, you can target display ads on an article about Tiger Woods or an instructional page on how to improve your putting (where you could even target an ad with a line of putters). Display advertising can work well, but it is also notorious for vague ROI metrics. With Social Targeting Ads™, you’ll have data on how this sales funnel is actually driving conversions. It’s all about putting the right ads in front of the right audience. < BACK TO THE TOP
  7. 7. 7 SOCIALS Facebook. Connect with people and grow your business To choose the right advertising objective, answer the question "what's the most important outcome I want from this advert?" It could be sales on your website, downloads of your app or increased brand awareness. Learn more about Targeting in LinkedIn https://business.linkedin.com/marketing-solutions/ad- targeting Instagram. Drive awareness, increase customers and share your story among a highly engaged audience. The easiest way to run ads is by promoting posts you've shared on Instagram. Just select the post you want to promote, and then track how many people are seeing and interacting with your promoted post in the app. Learn more about Targeting in LinkedIn https://business.instagram.com/advertising
  8. 8. 8 Twitter. Connect with a relevant audience When you advertise on Twitter, you can use our robust targeting capabilities to get your business in front of the right audience. Learn more about Targeting in Twitter https://business.twitter.com/en/targeting.html LinkedIn. An audience that means business With LinkedIn, you’re targeting a quality audience in a professional context. Market to influencers, decision makers, and executives who act on new opportunities. Combine targeting criteria to build your ideal persona: IT decision makers, C-level executives, prospective students, small business owners, and more. Learn more about Targeting in LinkedIn https://business.linkedin.com/marketing-solutions/ad-targeting
  9. 9. 9 YouTube. What are video ads? Any video uploaded to YouTube can be an ad. Preroll video ads appear before other videos on YouTube. Other video ads appear beside playing videos and in search results. You have complete control over your daily budget, so you can spend what you’re comfortable with. Plus, you only pay when someone engages with your video ad. If they skip it before 30 seconds (or the end) you don't pay a cent. Learn more about Targeting in LinkedIn https://www.youtube.com/yt/advertise/ https://support.google.com/youtube/answer/2467968?hl=en - ad formats < BACK TO THE TOP
  10. 10. 10 ACTIONS Step 1. Setting some goals for your Facebook Ads (your business goal – the reason why you're running the advert); Step 2. Choosing your objective; Step 3. Knowing your Customers’ Interests; (an understanding of who you want to reach) Step 4. Creation of media plan; Step 5. Using of settings: Demographics, location, interests, behavior; (seek out people in the market for what you sell, target people based on financial resources, combine age and gender with where people live, target people by industry or occupation, promote to people based on homeownership status, filter by level of education and academic degrees, target ethnic affinities, reach out to parents, target by generation, filter by political beliefs, reach out to those with an upcoming anniversary, find friends of people celebrating a milestone, find people in a long-distance relationship, target those away from family or home, promote to people who recently started a job, target people who love to shop, reach out to people who live in expensive homes, find gamers, seek out page admins, target people who own specific mobile devices) Step 6. Setting a daily or lifetime budget for your advert; Step 7. The photos or videos to feature in your advert; Step 8. Creation of your advert; Step 9. Analysis and edition of advert rely on statistics. ADDITIONAL STEPS: Step 10. Core Audiences; (Select your audience manually based on characteristics, like age and location.) Step 11. Custom Audiences; (Upload your contact list to connect with your customers on Facebook.) Step 12. Lookalike Audiences; (Use your customer information to find people similar to them on Facebook.) Step 13. Retargeting. < BACK TO THE TOP
  11. 11. 11 KPIs (TRACKING) KEY TERMS • Likes: The number of people who click the like button on your post. • Comments: The number of people who comment on your posts. These are visible on your page, found under the post the user commented on. • Shares: The number of times a user shares your post on their own page. This will show in their timelines as well. • Clicks: The number of times a user clicks on an image or link in your post. This will take users to the link you choose. • Reach: The number of people who have seen your post in their timelines. For boosted posts (Facebook Ads), you will be shown the reach as organic and paid. SUCCESS INDICATORS • An increase in overall engagement. • An increase in post reach. • An increase in website visits from Facebook. FACEBOOK ENGAGEMENT BENCHMARKS • Above 1% engagement rate is good. • 0.5%-0.99% is average. • Below 0.5% engagement likely means that you need to realign your messages to that of your audience’s expectations – and in the process, attract more compelling and engaging contributions from your community members. ACTION, RESULTS, AND ROI – (The most valuable indicator) How many sales and other real world result do you get from social media? Your social media marketing has to generate positive ROI. Your main goal would be to find ways to connect reach in social media to dollars in sales. Conversions (email subscriptions, downloads, install widget or tool, etc), sales revenue, registered users, issues resolved and resolution rate, number of leads (per day, week, month), cost of lead, lead conversion rate, cost of sale, revenue (per follower, lead, customer), lifetime value of customers, support cost (per customer in social channels), share of repeat customers (from social media vs other channels), transaction value per customer, money in the bank, net profit, etc.
  12. 12. 12 ADDITIONAL INDICATORS: CPM (Cost Per Mille) Also called cost per thousand (CPT) (in Latin mille means thousand), is a common measurement used across all major forms of advertising including: Radio, television, newspaper, magazine, out-of-home advertising, and online advertising. Ad space is purchased on the basis of showing the ad to one thousand viewers. In online advertising, this view is called an impression. This is a good option for brand awareness in key ad positions and although it does not guarantee clicks it can be comparably effective with other buy types. CPC (Cost Per Click): Or Pay-per-click (PPC) is a buying model in which advertisers pay the publisher only when the ad is clicked. This method is most popular with search engine advertising (Google, Yahoo & Bing) for keyword bidding however is also available across other display networks. The cost paid is either an agreed flat rate or bid based, meaning advertisers compete against other advertisers for the ad space. CTR (Click Through Rate): CTR is a way of measuring the success of an online advertising campaign by analyzing the number of clicks that an ad received versus the number of impressions that were delivered.The higher the click through rate, likely indicates the more engaging and relevant the ad has been. The CTR is calculated as follows: Clicks/Impressions x100 < BACK TO THE TOP
  13. 13. 13 RESULTS How do I measure the results? Socials in targeting ads have built-in Analytics that make it easy to see how your ad performs. You can also make adjustments to your ad at any time, and run multiple ads at once to see which works best. - See how many views you paid for. - See where your ad is viewed. - See how many clicks you got. How Many Clicks = 1 Sale Usually? It is a usual question – “What's a typical conversion rate for social targeting?” “For example, if I get 100 clicks to an advert by targeting, how many sales should I reasonably expect?” In targeting marketing, we call this the 1% rule. Which means from your total leads, you should convert 1%; or 1% to 2% conversions. Although depending on the effectiveness of your campaign, it may not always be 1%. If your conversions are above 10%, then that's even better. So, approximately we get – 3000 clicks to website -> 30-60 leads -> 3-6 conversions. Of course, it depends on market competition, market size and USP of the product company. Adloonix tries to increase this level by using the marketing analysis, customer avatar, benchmarking, promotion strategy and brand platform. Facebook & Instagram Facebook secret. Not everyone knows that It is cheaper to set Facebook & Instagram targeting in not USD but in RUB (Russian Ruble). Now it is: 1 USD = 60, 35 RUB.
  14. 14. 14 Also, we work with a big amount countries and we know that the cost per click/mile (impressions)/leads depends on the particular country and city. For example: Country Cost per click (approximately), $ Germany 3,73 Canada 2,37 Ireland 2,37 Singapore 1,19 Ukraine 0,55 India 0,15 Nepal 0,03 LinkedIn The following minimum daily budget, total budget, and bid amounts are required to run ad campaigns: $10 daily budget per campaign $10 total budget per campaign (an optional feature for Sponsored Content) $2 minimum bid for CPC or CPM on Text Ad campaigns. The minimum bid for Sponsored Content campaigns varies with the audience you have selected. Globally Adloonix customers average a 9% conversion rate from LinkedIn. AdWords ($1,000 budget) LinkedIn ($1,000 budget) CPC Average = $3.35 CPC Average = $5.74 CVR Average = 2.58% CVR Average = 6.1% $1,000 / 3.35 = 298 Clicks $1,000 / 5.74 = 174 Clicks 298 * .0258 = 8 Conversions 174 * .061 = 11 Conversions 1,000 / 8 = $125 per Lead 1,000 / 11 = $90 per Lead Youtube With YouTube advertising, you pay per video view. So how much does advertising on YouTube cost? A typical video ad runs between $.10 and $.30 per view, depending on your video quality, your targeting, and your overall goal.
  15. 15. 15 Twitter We cannot provide an exact price for the cost of Twitter Ads, since this is based on the budget as well as the bid you select in the campaign setup process. Read more https://business.twitter.com/en/help/overview/ads-pricing.html Twitter offers three types of advertising options – promoted tweets, promoted accounts and promoted trends. The first two cost between $.50 – $4.00 per engagement, and promoted trends will cost you $200,000 per day. Twitter Promoted Tweets Promoted tweets are exactly that – tweets you have already tweeted that you wish to promote. They appear in timelines and search results. These ads can be targeted by interests, gender, device, geography (by DMA) and similarity to existing followers. You only pay when users interact with your ad by clicking, replying, retweeting or favoring your tweet. These engagements typically cost between $.50 – $2.00, depending on your targeting. For local campaigns, it averages $1.35 per engagement. Samsung famously bought all of the iPhone search terms during the iPhone 5 release. So users searching for “iPhone”, “iPhone 5” or “Apple iPhone” within Twitter were greeted with this Samsung ad: Twitter Promoted Account Twitter offers advertisers the ability to promote their account to potential followers. Advertisers can target by interest, geography and gender. The price per follower depends on your targeting, but you can expect $2.50 – $4.00 per new follower. For local campaigns, we have seen it on the lower end of $2.50 per follower. Twitter Promoted Trends If you’re looking for massive exposure in a short amount of time, promoted trends are your best friend. You receive guaranteed placement in the Trends section of Twitter for one day. The price tag? $200,000 per day. < BACK TO THE TOP
  16. 16. 16 EXPERIMENT – CALCULATIONS (SPENDINGS) What $5 Per Day Will Buy You on Facebook To give a little context into what’s achievable with Facebook Ads, we ran an experiment to see what a budget of $5 per day would get us. I’d love to jump right to our findings here, then get into the specifics below. We tried three different types of Facebook Ads, each designed with a different objective in mind. Here are our results: • Page Likes – $0.57 per like • Clicks to the http://adloonix.com/services – $4.01 per click • Boosted post – $6.35 per additional 1,000 people reached When we view this in terms of how much $5 per day will buy you, these are the numbers: • Page Likes – 9 likes per day • Clicks to the Buffer homepage – 1 per day • Boosted post – 787 new people reached < BACK TO THE TOP
  17. 17. 17 OPPORTUNITIES (TYPES OF POSSIBLE ADS) You can choose your marketing objective of Facebook ads: Marketing objectives of Twitter ads:
  18. 18. 18 LinkedIn objectives: Instagram objectives & goals:
  19. 19. 19 YouTube formats & objectives: < BACK TO THE TOP
  20. 20. 20 PAYMENT You can expect a bill: Facebook & Instagram. - At the end of every month - When you reach your billing threshold (if available) Note: You don’t have a billing threshold if you use direct debit to pay for Facebook ads. If your account has a billing threshold, you may see multiple charges a month depending on your current billing threshold and ad spend. Read more: https://www.facebook.com/business/help/105373712886516 LinkedIn Monthly and annual billing cycles are available. Depending on what option you choose, your membership will be renewed at the end of each month or at the end of each year. Billing due date information is available on your Manage Account page. If you choose to pay annually, you'll save up to 20% compared to paying monthly. Read more: https://www.linkedin.com/help/linkedin/answer/74/payment-methods-and-billing-cycle?lang=en Twitter Due to our billing system rules, you may either be charged/billed on your credit card as often as once a day or at a maximum of 7 days. The billing period for which the engagements accrued is noted on the billing history page for each charge on your account, you can verify the exact date range of your charges by referencing the billing period on this page and on the PDF invoice on the same page. Read more: https://business.twitter.com/en/help/account-setup/billing-basics.html YouTube YouTube Video advertising can be surprisingly cost effective and can work for a variety of budgets. Things that factor into costs include who your target customers are, where they are and how often you’d like to reach them. You have complete control over your daily budget, so you can spend what you’re comfortable with. You only pay for the ad when someone engages with it. If they skip it before 30 seconds (or the end) you don't pay a cent. As part of the Director onsite project, we ask that you commit a minimum of $150 to your YouTube ad campaign to ensure that it has the best chance of generating results for your business. < BACK TO THE TOP

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