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SOCIAL MEDIA ADVERTISING:TURNING SMALL BUDGETS INTO BIG RESULTS

EDUWEB DIGITAL SUMMITAUGUST 2016

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SPEAKER

SPEAKERDIANE CHARNODIRECTOR, CLIENT & MARKET STRATEGY@ASCEDIA | dcharno@ascedia.com

@CHARNO | #EDUWEB16

I’ll be sharing a PDF of the slides.

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QUICK POLLWHERE ARE YOU

ADVERTISNG ONLINE TODAY?

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WHY PAID SOCIAL ADS?

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FIRST, THE BAD NEWS.It’s tougher than ever to

get your content noticed.

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SOCIALORGANIC REACH IS

PRETTY MUCH DEAD

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SOCIALORGANIC REACH IS

PRETTY MUCH DEAD

ALGORITHMS DON’T FAVOR BRANDS

½ ALL CONTENT -> 0 SHARES

> 0.1% SHARED +1,000x

> 1% CONVERSION RATE

Source: SearchEngineWatch

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SOCIAL IS WHERE

THE COOL KIDS ARE

28%ONLINE TIME

SPENT ON SOCIAL

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WHY PAID SOCIAL ADS?

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INSERT OVERVIEW

OF PLATFORMS

HERE

Source: Statista

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SEARCH ADS ARE

GREAT, BUT NOT

CHEAP

Source: WordStream

GOOGLE ADWORDS AVG CPC $1-$2

GOOGLE DISPLAY NETWORK AVG CPC < $1

COMPETITIVE KEYWORDS AVG $50 CPC

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HIGHER ED KEYWORDS ARE EXPENSIVE$40+ COST PER CLICK?!?

Source: WordStream

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NOW, THE GOOD NEWS!

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SOCIAL AD SPEND IS

INCREASINGEXTEND SOCIAL REACH

BOOST ENGAGEMENT

DRIVE LEADS & CONVERSIONS

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7 TIPS TO GET THE MOST OUT

OF A SMALL SOCIAL MEDIA

AD BUDGET

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1. RUN GOAL-BASED CAMPAIGNS

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GOAL-BASED CAMPAIGNS

ALLOWS YOU TO OPTIMIZE ADS BASED ON CAMPAIGN OBJECTIVE

FOCUS YOUR MESSAGE WITH END GOAL IN MIND

WHAT’S THE CALL TO ACTION?

• Expand audience by attracting new likes or followers

• Increase engagement• Drive traffic to your website

DEFINE HOW YOU’LL MEASURE RESULTS

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FACEBOOK MAKES IT

EASY

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AMP UP YOUR TRACKING

SOCIAL INSIGHTS & AD MANAGER ANALYTICS

GOOGLE TRACKING URLs

GOOGLE GOAL TRACKING

SOCIAL TRACKING PIXELS

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PROMOTE A SPECIFIC SET OF ACADEMIC PROGRAMS

DRIVE EVENT ATTENDANCE AND ENROLLMENT

INCREASE OVERALL BRAND AWARENESS IN THE REGION

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ENROLLMENT CAMPAIGN SPECIFIC AD SET

SHOWCASING VARIETY OF PROGRAMS

CTA: LEARN MORE

LEAD FORM LANDING PAGE CONVERSIONS

GOALS TRACKED IN GA

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USE GOOGLE URL BUILDER TO TRACK RESULTS BY CAMPAIGN & PLATFORM IN GOOGLE ANALYTICS

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2. NARROW YOUR TARGETING TO BOOST ENGAGEMENT & REDUCE COSTS

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TARGET YOUR BEST PROSPECTS

DON’T BOOST TO EVERYONE

DON’T TRY TO BE EVERYWHERE

GO WHERE THEY ARE MOST ENGAGED

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LOCATION DEMOGRAPHICS INTERESTS

BEHAVIORS CONNECTIONS

EACH PLATFORM LETS YOU

GET SUPER TARGETED

CUSTOM AUDIENCES

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3. USE CUSTOM AUDIENCES TO REACH PEOPLE ON YOUR LISTS OR LOOKALIKES

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CUSTOM & LOOKALIKE AUDIENCES

UPLOAD YOUR EMAIL & PHONE NUMBER LISTS

TARGET LOOKALIKES

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COLLEGE OF MUSICFACEBOOK AD CAMPAIGN

CUSTOM & LOOKALIKE AUDIENCES TO DRIVE

APPLICATIONS

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4. USE REMARKETING TO RE-ENGAGE

THOSE WHO HAVE SHOWN

INTEREST

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REMARKETING

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REMARKETRETARGET

RE-ENGAGE

CONNECT WITH THOSE WHO HAVE ALREADY SHOW INTEREST

DOUBLES REACH

3X ENGAGEMENT RATES

2X CONVERSION RATES

CUT COSTS BY 33%

Source: WordStream

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SET FREQUENCY CAPS TO 5-7 IMPRESSIONS

SEGMENT AUDIENCES BASED ON FUNNEL STAGES

COVER ALL THE SIZE AND FORMAT OPTIONSBE EFFECTIVE,

NOT CREEPY

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FACEBOOK BOOSTED POST

10.4% CTR

598Post Likes

+29KClicks

Boosted Posts Remarketing $500 budget

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5. ALWAYS BE TESTING

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ALWAYS BE TESTING &

EXPERIMENTING

DIFFERENT COPY

DIFFERENT IMAGES

CALLS-TO-ACTION

NEW TARGET AUDIENCE

SMALL BUDGET STARTER TEST

PLATFORMS

AD FORMATS

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EXPERIMENT WITH

PLATFORMS

FALL CAMPAIGNTACTIC/METRIC

GOOGLE DISPLAY

NETWORK

VISITS 2,400 1,100

CONVERSIONS 15 114

CONVERSION RATE

<1% 10%

TIME ON SITE40

SECONDS1

MINUTE

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EXPERIMENT WITH

PLATFORMS

SPRINGTACTIC/METRIC

VISITS 2,593 254

CPC $0.61 $2.75

CONVERSIONS 105 24

CONVERSION RATE

4% 9.5%

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EXPERIMENT WITH AD FORMATS 10X

LINK CTR

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ARTICLESAWARENESS

ENGAGEMENT

EXPERIMENT WITH AD FORMATS

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VIDEO AD

1.8% CTR

SLIDESHOW AD

2.07% CTR

CAROUSEL AD

3.73% CTRFACEBOOK AD CAMPAIGN

OLD WORLD CHRISTMAS MARKET

• MONTH LONG CAMPAIGN

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6. IMPROVE THOSE QUALITY

SCORES TO IMPROVE

RESULTS & SAVE MONEY

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IMPROVE QUALITY SCORES

GOOGLE QUALITY SCORE

FACEBOOK RELEVANCY

SCORE

TWITTER QUALITY

ADJUSTED BID

HOW? INCREASE YOUR POST ENGAGEMENT RATE

PROMOTE YOUR BEST CONTENT

LOWER CPA

HIGHER SHARE

HIGHER SCORES

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IMAGES INCREASE ENGAGEMENT

& LIKES

120% INCREASE IN ENGAGEMENT

53% INCREASE IN LIKES

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INSTAGRAM AD CAMPAIGN

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INSTAGRAM VS. FACEBOOKFacebook+3,750 likes+70 comments

Instagram+35,000 likes +350 comments

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7. OPTIMIZE YOUR LANDING

PAGES

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DESIGN CAMPAIGN SPECIFIC LANDING PAGES

ONE GOAL FOR BETTER RESULTS

OPTIMIZE WITH TESTING

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SOCIAL IS MOBILE

89% OF STUDENTS ACCESS SOCIAL FROM A MOBILE DEVICE

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HOW MUCH IS

THIS REALLY

GOING TO COST?

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Facebook starts at $5/day?!?

Better to allocate at least $25/day or $150/week for each platform campaign.

Aim for a $1,000+ per quarter depending on your goals and strategy.

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BUDGET EXAMPLESCAMPAIGN

GOOGLE DISPLAY

NETWORKSOCIAL MEDIA

SEMESTERS (3) $6,000 $13,000

TOP OF MIND (3) $5,000 $9,000EVENTS (VARIOUS) $4,200 $4,750

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7 TIPS TO GET THE MOST OUT

OF A SMALL SOCIAL MEDIA

AD BUDGET

1. RUN GOAL-BASED CAMPAIGNS

2. NARROW YOUR TARGETS

3. USE CUSTOM AUDIENCES

4. REMARKET TO RE-ENGAGE

5. ABT - ALWAYS BE TESTING

6. IMPROVE QUALITY SCORES

7. OPTIMIZE YOUR LANDING PAGES

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THANK YOU!

DIANE CHARNODIRECTOR, CLIENT & MARKET STRATEGYdcharno@ascedia.com@CHARNO

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I WANT MORE RESULTS!

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THERE’S MORE.The following slides include some additional information on social media ad platforms, examples, and more. Enjoy.

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KING, EVEN THOUGH GROWTH IS SLOWING

CONNECT THE WORLD & SHARE

MOBILE USERS DOMINATE

AFFORDABLE AD OPTIONS

EASY AD MANAGER

1.6 BILLION MONTHLY ACTIVES

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FACEBOOK BOOSTED

POST

EASY. AFFORDABLE.

ARTICLESAWARENESS

ENGAGEMENT

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FACEBOOK & INSTAGRAM AD CAMPAIGNS

OPEN HOUSES

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FACEBOOK CAROUSEL

ADS

Highlight up to five images with unique links.

10XLINK CTR

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HIRE RATES

FACEBOOK & INSTAGRAM AD CAMPAIGNS

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EXPERIMENT WITH AD FORMATS

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EXPERIMENT WITH AD FORMATS

FALL SEMESTER

SINGLE IMAGE AD POST

0.84% CTR

10% CONVERSION RATE

$1,600

SPRING SEMESTER

CAROUSEL AD

1.38% CTR

4% CONVERSION RATE

$2,500

SUMMER SEMESTER

CAROUSEL AD

1.44% CTR

2% CONVERSION RATE

$1,000

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FACEBOOK VIDEO ADS

GRAB THEIR ATTENTION WITHOUT SOUND (AUTOPLAY): MORE BRAND AWARENESS

CHOOSE AN INTERESTING STILL IMAGE (NON-AUTOPLAY)

15-30 SECONDS IS THE OPTIMAL LENGTH

STRONG CALL TO ACTION

LOWEST CPC

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FACEBOOK SLIDESHOW

ADS

COST LESS

FASTER & EASIER TO CREATE THAN VIDEOS

UPLOAD 3-7 PHOTOS

CHOOSE THE LENGTH OF YOUR AD, UP TO 15 SECONDS

GREAT FOR LOW BANDWIDTH CONNECTIONS

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FACEBOOK CANVAS

ADS

STORYTELLING COME TO LIFE

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CPC HIGHER

ENGAGEMENT RATE HIGHER

CONVERSION RATE HIGHER

AUDIENCE SKEWS YOUNGER

MANAGE THROUGH FACEBOOK

IMAGES & VIDEO OPTIONS

CAROUSEL ADS ARE TRICKY

500 MILLIONMONTHLY ACTIVES

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INSTAGRAMADS

NOW EVENEASIER WITH FACEBOOK

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INSTAGRAM AD CAMPAIGN

• Drive event registrations• Carousel ads: FB & Instagram• Lookalike audiences of previous

attendees

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GIVE EVERYONE THE POWER TO CREATE AND SHARE IDEAS AND INFORMATION INSTANTLY, WITHOUT BARRIERS.

310 MILLIONMONTHLY ACTIVES

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• Gain leads and increase student applications

• Targeted upcoming college students and potential mature students in the UK

TWITTER AD CAMPAIGN

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SUCCESS POWERED BY RELATIONSHIPS

WORLD’S LARGEST PROFESSIONAL NETWORK

2 NEW MEMBERS PER SECOND

MORE THAN 40 MILLION STUDENTS & RECENT COLLEGE GRADUATES

GREAT FOR B2B

WE’VE FOUND SPONSORED POSTS TO BE MORE EFFECTIVE

HIGH SCHOOL STUDENTS ARE NOT HERE

MBA RECRUITEMENT & ALUMNI ENGAGEMENT

100 MILLIONMONTHLY ACTIVES

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LINKEDIN SPONSORED CONTENT • 300% increase in traffic

• 60% increase in webinar attendance• 450 leads for Executive M.B.A. program

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LINKEDIN AD CAMPAIGN

• Boost enrollment for online degree programs

• Sponsored InMail and Content• 4 applications in less than 2

weeks from 1 InMail• 1.8% engagement rate on

sponsored content• 2x open rate 2x benchmarks

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LINKEDIN SPONSORED INMAILS

• Identify qualified prospects in target global regions including India, Russia and Latin America

• Educate prospects on program’s unique value proposition

• Encourage email signups to request more information

• 68% open rate• Cost per lead 10% less than other channels• 400% increase in conversions• Sales pipeline closure speed up 300%

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1+ BILLION USERS

REACHES MORE 18-34 YEAR-OLDS THAN ANY CABLE NETWORK

WATCH TIME UP 50% EACH YEAR

MORE THAN HALF VIEWS ARE MOBILE

1 BILLION USERS

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YOUTUBEVIDEO ADS

• Google AdWords interface

• Affordable and easily managed

• Pay-per-click format• Other larger media

buys are possible

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YOUTUBETRUEVIEW

IN-STREAM ADS

• Pre-roll • YouTube, Google Display Network

videos, games and apps• CPV 30 secs or CPC

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YOUTUBE TRUEVIEW DISCOVERY ADS

• Show in YouTube search results

• Watch page on right sidebar

• Home page (when no masthead)

• Mobile apps home page

• Mobile Web search & watch pages

• Google Display Network

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STILL EARLY, BUT GROWING FAST

SKEWS VERY YOUNG

ADS STILL EXPENSIVE

ON-DEMAND GEO FILTERS CAN BE GREAT EXPERIMENTS

EST. 150-200 MILLIONMONTHLY ACTIVES