Mastering Social PPC Webinar - 24th August 2016
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Transcript of Mastering Social PPC Webinar - 24th August 2016
growth acceleration programs.
digital marketing that drives traffic and creates raving fans.
ecommerce websites and apps that convert more sales.
@SagittariusMktg @JoshWhiten
@SagittariusMktg @JoshWhiten
§ seo § paid search § social strategy § content marketing § email marketing
§ website design & build § mobile § u/x and optimisation § global ecommerce § digital transformation
growth acceleration programs.
@SagittariusMktg @JoshWhiten
aims. › Discover why paid social campaigns are important› How they fit into a multichannel user journey› Learn ways to improve results › In other words; Theory and Advice
objectives. Macro:› Grow following› Drive traffic› Generate enquiries› Increase sales› Reach new audiences› Raise awareness
@SagittariusMktg @JoshWhiten
Micro:› Gain feedback› Gain repeat business› Word of mouth› Outreach to influencers› Amplify content› Promotions and offers
1. scale.
@SagittariusMktg @JoshWhiten
› Reach wider audiences› Talk to potential followers and visitors
2. speed.
@SagittariusMktg @JoshWhiten
› Get there faster› Grow a following faster› Meet marketing objectives faster
3. control.
@SagittariusMktg @JoshWhiten
› Reach specific audiences› Achieve different marketing objectives › Promote specific content or products
@SagittariusMktg @JoshWhiten
a customer journey.
Awareness Exploration
PurchaseAdvocacy
Paid Social:Acquisition Campaigns
Display/awarenessLookalike audiences
Paid Social:Community EngagementBoosting content
Paid Social:Follower CampaignsDisplay Remarketing
Paid Social:Brand/product remarketingCustom Audiences
recap. › Paid social can be the same time as organic social› Paid can also intervene at other stages of the journey› Larger brands may see social engage earlier› Usual Rules Apply – give a reason to follow, like, share
@SagittariusMktg @JoshWhiten
@SagittariusMktg @JoshWhiten
role in the journey. › Facebook = Awareness / Exploration / Purchase / Advocacy› Twitter = Awareness / Exploration / Purchase / Advocacy› Instagram = Awareness / Exploration / Advocacy› Pinterest = Awareness / Exploration / Advocacy
strategies. › Led by objectives and role in journey› Paid Social to Social Profile to Website› Paid Social to Website content› Paid Social to Website product› Channel Shift to Social (NOTHS)
@SagittariusMktg @JoshWhiten
how NOTHS achieves scale.
@SagittariusMktg @JoshWhiten
Non ConvertingLow Cost Traffic Sources
Website Content
Website Product
Paid Social Remarketing
Paid Social Lookalikes
+Paid Social Following
CONTENT PRODUCT ENQUIRY SALES PROCESS
BOOKING / TRAVEL
DISPLAY RETARGETING
SEARCHRETARGETING
SOCIAL MEDIA
SOCIAL MEDIA
NATIVE ADS
SOCIAL MEDIA
ORGANIC SEARCH
PAID SOCIAL
IMAGES / VIDEO
PR
CONTENT MARKETING
content led integrated strategy.
@SagittariusMktg @JoshWhiten
SOCIAL RETARGETING
EMAIL MARKETING
PAID SEARCH
PROGRAMMATIC
facebook ad tips. › You know who you are talking to› Trust in Lookalike audiences› Content led vs product led› Geo targeting› Frequency capping› Relevance Score (Quality Score)› Refresh your message
@SagittariusMktg @JoshWhiten
@SagittariusMktg @JoshWhiten
why refresh creative?
› Adwords = a constant stream of new users, so optimise the single perfect ad
› Facebook Ads = a static pool of specific users, so rotate ads to avoid banner blindness
relevance score. › Same as Adwords Quality Score› Better engagement = lower cost per click› Influenced by targeting and creative
@SagittariusMktg @JoshWhiten
geo targeting.
@SagittariusMktg @JoshWhiten
› Radius targeting› Multi location› Pin targeting (Events)
@SagittariusMktg @JoshWhiten
facebook audiences. › Acquisition› Followers› Custom Audience – Remarketing› Custom Audience – Email Database› Lookalike of Followers, Remarketing and Data› Lookalikes can convert better!!
@SagittariusMktg @JoshWhiten
remarketing audience ideas. › Viewed content not product› Viewed multiple products but not added to basket› Added to basket but not checkout› Completed purchase
acquisition audiences. › Review current insights› Review general customer profiles› Identify interests, competitors or brands
@SagittariusMktg @JoshWhiten
insights usage. Target by:› Events and interests› Competing brands› Complementing brands
@SagittariusMktg @JoshWhiten
ad messages. › You know who you are talking to› Stage in journey – what’s the next step› Surface content› Events› Promotions
@SagittariusMktg @JoshWhiten
ad formats. › Triple image gallery› Video (silent)› Cinemagraph› Boosted posts (lower cost, but less targeted)
@SagittariusMktg @JoshWhiten
twitter ads. › Target by language› Target by who they follow› New interest targeting› Overlay geo and demographics› Develop personas
@SagittariusMktg @JoshWhiten
other uses. › Promote content› Offers and promotions› Amplify positive coverage› Exploit events
@SagittariusMktg @JoshWhiten
ad formats.
@SagittariusMktg @JoshWhiten
› Image› Video› UTM tag then Bit.ly (via own account)› Frequent changeover
measurememt. › What do we measure?› Hard or soft conversions› Made.com = dwell time and sign ups› Exposure, reach and views› A/B testing and UTM tracking› Remarketing via other channels
@SagittariusMktg @JoshWhiten
summary.
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Theory:› What are objectives?› What stage of journey?› Which channels?
Implementation:› Do the research› Make the effort› Adjust your messages
want to know more?
@SagittariusMktg @JoshWhiten
• [email protected] • Call us on 01233 467800 • Speak to your account manager • Meet us in Ashford or London • Free multichannel audit and review