Finding your sweet spot advertising on social networks
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the social sweet spot aaron levy director of ppc
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My presentation from ClickZ Toronto. How can you target your campaigns on Facebook, LinkedIn and Twitter to find the audience most likely to react. What categories are good, what are not so good and what are some nifty tricks to get the most out of your PPC
Transcript of Finding your sweet spot advertising on social networks
the social sweet spotaaron levydirector of ppc
seer.is/jobbies
@bigalittlea
73% of internet users are on social networks
pewinternet.org/fact-sheets/social-networking-fact-sheet/
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207 million users age 13+ in north america*
*source: really fuzzy math
6pewinternet.org/fact-sheets/social-networking-fact-sheet/
7pewinternet.org/2013/12/30/social-media-update-2013/
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61.1 million
50.1 million
197.4 million
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AGE
CAR
@bigalittlea
WORKPLACESMELL
COLLEGEINTERESTMUSIC
JOB
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• flickr.com/photos/throwingstars/
find your sweet spot
remember:these are people
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a jillion* different targeting categories
*number may be approximated@bigalittlea
resist the urge
flickr.com/photos/tropicaliceberg
they‘re not all good
@bigalittlea
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job title
skillsage
@bigalittlea
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sorta?
back in the day?
nope.
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job title
skillsage
@bigalittlea
partner network
@bigalittlea
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job function
company name
groups
@bigalittlea
company size
flickr.com/photos/joeshlabotnik/
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pick the right sized target
• flickr.com/photos/imelda/
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bigger ask?pick bigger companies
flickr.com/photos/donhomer
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right company sizedecision makersactive=
@bigalittlea
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workplace
broad category
friends o friends
@bigalittlea
great.
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workplace
broad category
friends o friends
@bigalittlea
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workplace
broad category
age
@bigalittlea
partner categories
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education
ageprecise
interests
@bigalittlea
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right demographichas moneyactive interest=
@bigalittlea
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keywords in timelineinterestsearch resultsagegenderblah
@bigalittlea
similar to followers
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reach followers of competitors
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twtrland@mbwdimarco
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little bird@katypit
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find new influencers
seer.is/littlebirdz@bigalittlea
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demographics pro (@mmstll)
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followerwonk@harrisneifield
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find YOUR happy place
let‘s get weird
retargeting
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FBX = good*
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*…if you’re responsible
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twitter = yeesh.
custom audiences:a little funky
flickr.com/photos/mckln/
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don't:
dump your email list and go nuts
do:
cross & upsellre-activatepush
flickr.com/photos/jflinchbaugh
extra stalky bonus trick
seer.is/jobbies
