Download - 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

–  LinkedIn

–  Twitter

•  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

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


•  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


•  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


FACEBOOK: TARGETING


•  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


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


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

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


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