Social Media Ads Lisa Raehsler at Zenith Conference 2012
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Transcript of Social Media Ads Lisa Raehsler at Zenith Conference 2012
An Overview Of The Social Media
Advertising Universe
Lisa Raehsler May 23, 2012
AGENDA
• Social Ads: Different From Search • Popular social ad channels – Facebook
• Final thoughts
@LisaRocksSEM
SOCIAL ADS: DIFFERENT FROM SEARCH
• Search ads target users based on keyword searches • Social ads form a relationship with consumers directly • Consumers can engage and share with marketing
messages • With social ads, you can target using the information
people share and enter in their profiles • You can target broadly or granular with specific
interests • Social mentions in ads are a form of endorsement on
ads, and can drive increased brand lift and reach • Consumers engage on multiple levels, ie click or share
@LisaRocksSEM
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
FACEBOOK: ADS TYPES
• Ads: A user not connected to your business – Domains: zenithconference.com
– Facebook URLs: facebook.com/zenith • Sponsored stories: Appears with social context,
fans of your business or their friends – Pages – Applications
– Events – Places
@LisaRocksSEM
FACEBOOK: ADS TYPES
• Ads: A user not connected to your business – Domains: zenithconference.com
– Facebook URLs: facebook.com/zenith
@LisaRocksSEM
FACEBOOK: ADS TYPES
• Sponsored stories: appears with social context, fans of your business or their friends – Pages – Applications
– Events
– Places
@LisaRocksSEM
FACEBOOK: ADS TYPES
FACEBOOK: GOAL TYPES
• Brand awareness: Reach a large audience with a widely targeted ad campaign
• Drive sales: Offer special deals and giveaways
• Grow your fan base: Encourage people to “like” your Page by offering benefits for engaging
• Best For…growing fan base
@LisaRocksSEM
FACEBOOK: TARGETING
• Location
• Education and Work • Demographic: Age, Gender, Birthday, and Relationship
Status, Language
• Likes & Interests: Precise interests, topics, broad categories
• Friends of Connections
• Connections: Target your ad to current fans of your Page to drive customer loyalty.
@LisaRocksSEM
FACEBOOK: TARGETING
• Likes & Interests: Precise interests, topics, broad categories
• Precise Interests – Likes and interests people have shared in their Facebook profiles.
– For example, if you belong to a group called “Lady Gaga Fans,” this can be captured with the precise interest “Lady Gaga Fans.”
– Most detailed level of targeting
Sources: Facebook Marketplace Best Prac4ces
FACEBOOK: TARGETING
• Likes & Interests: Precise interests, topics, broad categories
• Topics – Indicated with a # symbol, combines overlapping precise interests to
enable easier targeting. For example, the “Lady Gaga” topic will include related interests such as “Lady Gaga,” “Lady Gaga Fans,” “Lady Gaga Music.”
– Consider using this targeting option if you want broader targeting and don’t want to select every relevant term separately
Sources: Facebook Marketplace Best Prac4ces
FACEBOOK: TARGETING
• Likes & Interests: Precise interests, topics, broad categories
• Broad Categories – Combine interests and other profile content users have shared to create
simple, high-level groups
– Interests like “Lady Gaga” would include “Pop music” or even “Music”
– Broadest of the targeting options
Sources: Facebook Marketplace Best Prac4ces
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
– Lifetime budget: amount to spend during a specific period of time, ie. $3000 for 30 days.
@LisaRocksSEM
FACEBOOK: BUDGETS & BIDS
• CPC: Recommended when goal is conversion • CPM: Best for raising general awareness
• Bid Price: Bid prices fluctuate often. • Set a bid within or above the suggested range
• Check back often
LINKEDIN: INTRO
• Business-relate social networking site. mainly used for professional networking
• Total visits: 410M worldwide
Sources: Descrip4on Wikipedia, Demographics Google AdPlanner
LINKEDIN: ADS TYPES
• Ads – Image and text
@LisaRocksSEM
LINKEDIN: ADS TYPES
• Ads link to: – External URL
– Personal profile
– Company Page
LINKEDIN: GOAL TYPES
• Brand awareness: Reach a large audience with a widely targeted campaign
• Drive Leads: Lead Collection allows advertisers to collect leads directly through their LinkedIn ad campaigns – Landing page has a button to request the advertiser
contact them.
– This option is displayed on the top of your landing page
– Data provided: name, headline, link to their LinkedIn Profile, email address if provided
@LisaRocksSEM
LINKEDIN: TARGETING
• Geography • Company: Company name, industry,
company size
• Job Title: Specific job title, job function, seniority
• Interests: Groups
• Demographics: Gender, age
@LisaRocksSEM
LINKEDIN: TARGETING
• Job Title – Specific Job Title
– Job Function
– Seniority
@LisaRocksSEM
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
TWITTER: INTRO
• Social networking service and microblogging service that enables its users to send and read text-based posts of up to 140 characters, known as "tweets”
• Total visits 1.1B worldwide
Sources: Descrip4on Wikipedia, Demographics Google AdPlanner
TWITTER: ADS TYPES
• Advertising for small businesses is currently available to a select group of businesses (Amex cardholders)
• Will steadily increase the number of participants – To apply for ad program:
– http://advertising.twitter.com/2012/03/opening-up-twitter-advertising-for.html
@LisaRocksSEM
TWITTER: ADS TYPES
• Promoted account
• Promoted tweets
• Promoted trends
@LisaRocksSEM
TWITTER: ADS TYPES
• Promoted account
@LisaRocksSEM
TWITTER: ADS TYPES
• Promoted Tweets – Twitter regularly analyzes
your Tweets to identify 5 of the most engaging
– You can remove the ones that you never want Twitter to promote
– Replies and retweets will not be considered for promotion
@LisaRocksSEM
TWITTER: ADS TYPES
• Promoted trends: Promoted Trends are currently in beta with a small selection of advertisers
TWITTER: GOAL TYPES
• Brand awareness: When you gain a new follower, that person is interested and would like to hear more from you.
• Grow follower base: pay per follow • Engage on multiple levels:
– Click on links in Promoted Tweets
– Engage your business in a conversation by @replying
– They can retweet your Tweet to share it with all of their followers.
– They can favorite your Tweet, which adds it to their public list
– Best For…growing follower base
@LisaRocksSEM
TWITTER: TARGETING
• You can target by: • Location
• Their algorithm does the rest:
• “Our algorithms will automatically select your most engaging content and broadcast it to the people you’re trying to reach.”
@LisaRocksSEM
TWITTER: BUDGETS & BIDS
• Budget at promoted product (ad) level • Promoted Account
• Cost-per-follower: You only pay for new followers that you gain, • Recommended .50 to to at least max of $2.50
• Promoted tweet • Cost-per-click recommended .50 to at least max of $1.50
• Ad budget • Daily Budget: Set the maximum amount you want to pay each day - once you hit your daily
budget your ad will no longer show
• Bid price
• The higher the bid, the more likely your ads will show on Twitter.
• Recommended bid will be a suggested based on averages across all advertisers on Twitter.
• Adjusted based on the historical performance of campaigns
@LisaRocksSEM
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
@LisaRocksSEM
THANK YOU
CONTACT: Lisa Raehsler Big Click Co. Founder, SEM Strategy Consultant [email protected] 612-424-1SEM
Google AdWords Certified Partner