Use Your PPC & Display Skills to Pay the (Social Ads) Bills - State of Search 2013
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Learn how to transfer skills, research and knowledge from PPC and display advertising campaigns to create awesome social media advertising campaigns.
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Use Your PPC & Display Skills to Pay the (Social Ads) Bills - State of Search 2013
- 1. Use Your PPC & Display Skills to Pay the (Social Ads) Bills Presented by John A. Lee Managing Partner – Clix Marketing State of Search – November 18, 2013
- 3. “ We should test social media advertising, but we are going to ignore everything other online marketing campaign and start from scratch! Said No One Ever ”
- 4. Work Smarter, Not Harder
- 5. Here’s What You Can Expect To Learn… • Build social media advertising campaigns based on your skills, knowledge and assets from PPC and display: • • • • • Research Segmentation Creative Tracking Bonus!
- 6. The Stars of the Show Facebook Ads LinkedIN Ads Twitter Ads
- 7. RESEARCH Use Your PPC & Display Skills to Pay the (Social Ads) Bills
- 8. Keywords • Applies to Twitter Ads. • PPC keyword research and performance: • Twitter Ads - Promoted Tweets for Search • Display contextual keyword research and performance: • Twitter Ads – Promoted Tweets for Timeline
- 9. Keywords? Match Types? Social Ads? FTW!
- 10. Persona and Audience Data Persona & Audience Research Social Media Advertising Display Advertising Performance
- 11. Persona and Audience • Applies to Facebook Ads, LinkedIN Ads, Twitter Ads. • Persona and audience research: • Demographics: Age, Gender, Location • Display advertising performance: • Topics, interest categories, affinity categories and demographics. • Apply these existing data points to: • Facebook precise interests, broad categories, partner categories, custom audiences. • LinkedIN parameters (company, industry, job title, skills, etc.). • Twitter interest categories, topic based keywords, search stems to research followers for targeting.
- 12. Applying Personas to Social Ads Facebook Ads
- 13. Applying Personas to Social Ads LinkedIN Ads
- 14. Applying Personas to Social Ads Twitter Ads
- 15. Competitors • Applies to Facebook Ads and Twitter Ads. • You did your competitor research. You see their ads in the SERPs. Put that information to good use! • Target competitors via precise interests in Facebook Ads. • For Twitter Ads, piggy back on your competitors’ follower base! • Research competitor and/or thought leader Twitter @handles. • Target users similar to their followers. • Effectively a built-in lookalike audience.
- 16. Promoted Tweets for Followers Create a look-alike audience based on your competitors’ followers.
- 17. SEGMENTATION Use Your PPC & Display Skills to Pay the (Social Ads) Bills
- 18. Segment by Targeting Type • Applies to Facebook Ads, LinkedIN Ads and Twitter Ads. • PPC and display advertising fundamentals dictate that you segment campaigns to isolate variables, simplify management, etc. • Social media advertising is no different. • Facebook: Precise Interests vs. Broad Categories vs. Partner Categories vs. Custom Audiences, etc. • LinkedIN: Companies vs. Industries vs. Groups vs. Skills vs. Job Titles, etc. • Twitter: Keywords for Search vs. Keywords for Timeline vs. Similar Followers, etc.
- 19. Segment by Device • Applies to Facebook Ads and Twitter Ads. • We learned a long time ago in PPC and Display that desktop, tablet and mobile devices perform quite differently. • Discussing why Google AdWords took device segmentation away is for another session… • Device segmentation IS key!
- 20. Twitter and Mobile • Twitter’s mobile usage is higher then either Facebook or LinkedIN.* • Target mobile devices in isolated campaigns to control eCPC and report on mobile vs. desktop conversion rates independently. Social Media Mobile Usage LinkedIN Facebook * Data: Twitter • 0% 10% 20% 30% 40% 50% 60% 70% Twitter: http://marketingland.com/twitter-60-percent-of-usersaccess-via-mobile-13626 • Facebook: http://www.techradar.com/us/news/internet/facebookmobile-usage-outstrips-web-for-first-time-ever-1128489 • LinkedIN: http://www.strategyanalytics.com/default.aspx?mod=repo rtabstractviewer&a0=8933
- 21. Facebook and Mobile • Device dictates ad placement on Facebook Ads. • Using your own landing page? Desktop, right-hand column placement only. • Using your Facebook page? This opens up newsfeed placement and mobile targeting. • Newsfeed is the only placement available for mobile.
- 22. MOAR SEGMENTATION!!! Geography • Review your geographic performance in PPC and display. • Use these geo-targets as a baseline to start testing social media ads. • For the long term, test geography specifically for social – this is just a starting point! • Segment by country at a minimum! Facebook Exchange Remarketing • How do you segment your remarketing audiences for display? • Use this as a framework to create FBX remarketing audiences. • Again – this is a starting point. FBX can and will take on a life of its own! • Facebook is developing a remarketing platform separate from FBX. Stay tuned!
- 23. CREATIVE Use Your PPC & Display Skills to Pay the (Social Ads) Bills
- 24. “ Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals. Jim Rohn Remember your ad writing and landing page fundamentals! ”
- 25. Ads and Landing Pages for Social • Applies to Facebook Ads, LinkedIN Ads and Twitter Ads. • Use the ad and landing page copy skills you’ve honed through PPC and display: • Messaging should be relevant to targeting (keywords, interests, geography, other persona data, etc.). • Messaging should contain benefits. • Messaging should contain a strong call-to-action. • Messaging should be consistent through your ad and landing page. • Take your best performing ads and landing pages from search and display to use as a baseline to start ad testing in your social channels. • Long term, plan to have a landing page testing process that isolates performance and testing variables by channel.
- 26. Duracell and Daughtry! Um… Don’t do this. Ever. http://worstfacebookads.tumblr.com
- 27. A Picture is Worth 1000 Words • Facebook Ads and LinkedIN Ads integrate text ad copy with images. • Facebook (1200x627) gives you room to really test across newsfeed and right-column placements. • LinkedIN (50x50) not so much. • Review your landing page and display image ad tests – what images have worked well in the past? Start here.
- 28. Social Pages as Landing Pages • Facebook Ads and LinkedIN Ads allow you to send paid traffic to native pages. • LinkedIN – this means sending traffic to your company page. • If your goal is to increase LinkedIN engagement, OK. Otherwise, this is not recommended. • Facebook – this means sending traffic to any number of your Facebook pages and tabs. • Many advertisers have found this to be a strong strategy. • Proliferation of lead form and e-commerce solutions for Facebook pages makes this strategy more relevant by the day. • Using Facebook pages opens up the newsfeed ad placement. According to Marin Software’s data – newsfeed ads garner up to 187% higher click-through rate!
- 29. TRACKING & REPORTING Use Your PPC & Display Skills to Pay the (Social Ads) Bills
- 30. Reporting and Analysis • Applies to Facebook Ads, LinkedIN Ads and Twitter Ads. • Your reporting and analysis skills from PPC and display are directly applicable to social ads. • Watch for the usual suspects: • Impressions, clicks, CPC, CTR • Be aware of social specific metrics: • Social reach, actions, engagements
- 31. Tracking Conversions Who needs conversion tracking anyways? • LinkedIN Ads and Twitter Ads do not have native conversion tracking. • Facebook Ads does. Sort of. • Tag for Google Analytics or your analytics package of choice. • Tag for 3rd party tools like Acquisio or Marin. • Tag for CRM software like SalesForce or Infusionsoft.
- 32. Social Advertising’s Full Effect • PPC ads in search target user’s late in the buying or decision making cycle. • Social ads often catch those users early in that cycle. • Set up attribution modeling or use Multi-Channel Funnels in Google Analytics. • Report on assisted conversions. • Test multiple conversion types to find what engages your social audience.
- 33. BONUS! Use Your PPC & Display Skills to Pay the (Social Ads) Bills
- 34. Get Your B2B On! • Generate leads within Twitter and LinkedIN. • Twitter Ads Lead Generation Cards • LinkedIN Lead Collection
- 35. Twitter Lead Gen Cards • Obtain lead information within the Twitter timeline. • Sign ups, offers, email subscriptions, free trials. • Download lead data via CSV. • Sync with CRM software via APIs.
- 36. LinkedIN Lead Collection • Users can contact you directly via LinkedIN. • Keeping users engaged without leaving LinkedIN can increase click-through-rate and conversion rate. • Negative drawback: you are forced to respond to these leads within LinkedIN as well.
- 37. The Social Ads Back Door • Target social media websites via Google Display Network. • Facebook and LinkedIN use the GDN to backfill unused ad inventory. • Placement target linkedin.com, facebook.com and layer with contextual keywords.
- 38. Thank You! Have questions? Let me know! Email: john@clixmarketing.com Twitter: @john_a_lee