Merry Morud - Using Social Psychographic Distribution To Dominate Audience Targeting, Customer...
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Transcript of Merry Morud - Using Social Psychographic Distribution To Dominate Audience Targeting, Customer...
Using Social Psychographic Distribution To Dominate Audience Targeting, Customer Acquisition (& SEO)Merry Morud, Social Advertising Director
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
First:• What are Psychographics?• Internet Wide Big Data Psychographics• Content Distribution (Missing Link)• Lifecycle Targeting• Psychographic Retargeting• Sample Case• Link Building W/ Psychographics
Then: TACTICALSocial Distribution
Image Credit: John Morgan
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Social Content Distribution.
A MUST
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Yes!Social Signals Impact SEO
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Social Content Distribution. A MUST. bit.ly/SEOSocSig
“To summarize, it appears that
Google previously had major technical limitations
with regard to the
use of social signals as a ranking factor. With Hummingbird,
Google now has the infrastructure to better process social signals
(among other things).”
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Image credit: digitalcolony
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Content Goals• Scalable Psychographic Traffic
• Attributable Conversion
• Real Links From Good Authority Sites
• Social Signals From Strong Users
• Focused Likes, Follows, Shares
• Insulation From Harsh SEO Updates
• PR Distribution To Bloggers & Media
SEO
SEO
SEO
SEO
$$$
SEO
$$$
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
…And What IS “Content” Anyway?
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
Amplify Content That Performs Organically!
Get More Out Of What Works
Content Distribution Is Everything
Content Distribution = Top of Funnel
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®Flickr image credit: sergebystro
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
The Great 2013 Social Media Buzz Kill
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Image Credit: Mari Smith
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Image Credit: Erik Kliemt
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
• Reduced SEO Discoverability P2P
• (extremely)Limited Free Social Propagation
• Easy For Links, Content & Buzz NOT To Pay
Big Problems For Organic Content Marketing
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
SEO Distribution Neutered Years Ago
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Social Psychographic Units
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Social Targeting, Cool Like Search
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections, Attractions, Medical
Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies, Relationships, Appetites, Weaknesses, Tastes, Inclinations,
Corporate Loyalties
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Targeting is Internet Wide, Including FB
BirthChild DeathSpouse DeathIllness Or InjuryNew JobLoss Of JobHS GradCollege GradImmigrationPregnancyLoss Of PregnancyImprisonment
HolidaysFalling In LoveEngagementMarriageSeparationDivorceState MoveCity MoveCheatingBuying A HomeBat/Bar MitzvahFirst Communion
BaptismMaking Sports TeamSweet 1621 Year Old BirthdayRetirement PlanningIn RetirementAdoptionName ChangeAuto Accident Sexual difficultiesCareer Change
Major Lifecycle Milestones
Human Life Cycle Targeting
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Example
Case
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Home Owners + Home Improvement Store Shoppers+ $125+K Income + Woodworking Affinity
+
+
+
Image Credit: Patty Y 1000 & Nicholas Eckhart & agordon1
$aimClear, © 2014, is a publication of aimClear®,
an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Social “Packaging”
Organic Only
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KPI: Web Traffic/ External Content KPIs
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
$300.00
Total Cost
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Layered Actions
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Page Post Ad Strategies: PR
• Promote Content to Media Pros• Successes:
– Interviews!
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Sail Through Algorithm Updates
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Link Building Distribution
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
• Bloggers
• Anchors, Hosts
• Producers
• Journalists
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
Email Has New Meaning,FB Custom Audiences
• Practically Nobody Sees Your Content
• FB-like Targeting = Internet Wide
• Create True Personas: Filter Retargeting
• Get Our Your WALLETS, People
• Psychographic Distribution=Awesome Links
• BE The Future, Or Lose Your Job
Takeaways
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
TACTICALSocial Distribution
Image Credit: John Morgan
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
• Paid Amplification Units– LinkedIn– Twitter– Facebook– G+ hack
• Bidding Strategies• Packaging for Optimal Social Impact• Filtered Retargeting• Tracking Success• Content Calendars• Targeting for [NEW] Focused Users
TACTICAL Social Distribution Covers:
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LinkedIn Paid Amplification
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
LinkedIn Sponsored Post - Desktop
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LinkedIn Sponsored Post - Tablet
Headline Overlay on Image
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LinkedIn Sponsored Post - Mobile
Headline
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LinkedIn Posts – NEW (FB-like) Features
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LinkedIn Post – Organic Distribution Segmentation
Filter your ORGANIC post reach:• Company Size• Industry• Job Function• Seniority• Geo• Non-employees
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
Facebook Paid Amplification
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Page Link PostAmplification
627px
1200px
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
(actual) Image size in News Feed: 400 x 210
Similar Facebook Units: Page Post Ad, News Feed Ad, Unpublished Post – Let’s Jam
• Page Post Ad:– Sponsoring Update Posted
to Feed via Ads Manager– (Typically) More Character
Allowance
• News Feed Ad:– Created in Ads Manager
• Selected “Clicks to Website”
– NOT Posted to Organic Feed– CTA Buttons– Characters: 90/25/200
• Unpublished Post:
– Created in PE
– NOT Posted to
Organic Feed
– CTA Buttons
– More Character
Allowance
– A PAIN to Create en
masse
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Facebook Ads | Ad Unit: Page Image Ads
403px
403px
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Page Image PostAmplificationUpdate Truncates
~707(!!!) Characters
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
• Test for audiences• Use Conversion Pixel =
advanced bidding• Rule of Thumb:
– SMALL audience (1K~5K) = CPM– Larger audience = CPC (test)
• Often: – CPM = REACH– CPC = Cheaper clicks
Facebook Bidding Strategies
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
(overbid) CPCAudience: 150K
Actions: 93CPE: $2.14
eCPM: $12.92Reach: 3,928CTR: 2.347%Frequency: 1
Total Spend: $50.76
HIGH eCPM!
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
(overbid) CPMAudience: 150K
Actions: 34CPE: $2.14
eCPM: $2.72Reach: 18,858CTR: 0.176%Frequency: 1
Total Spend: $51.33
Lower eCPM
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Twitter Paid Amplification
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Twitter: Promoted Tweets
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Targeting just got CRAZY GOOD!
Twitter: Promoted Tweets
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Twitter: Promoted DARK Tweets
This feature is GREAT for testing messaging to various audiences without flooding your Twitter feed.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
• Pay Per Engagement – Clicks
– RTs
– Follows
– Favorites
– Replies
• Bidding – START Moderate, bid up incrementally – $0.34 - $1
Twitter: Promoted Tweets
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Promoted Tweets = (organic) Analytics
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
G+ Paid Amplification:
• Currently TESTING +Posts in GDN– Will make packaging even more important
• Alternative ways to promote G+ posts in other Social Channels…– Use G+ Post Detail Page URL
– Drive Users from Twitter, LinkedIn, Facebook
This tactic if for gaining more of the purest social signals for Google
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
G+ Paid Amplification: LinkedIn Promoted Posts
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
G+ Paid Amplification: Facebook Boost
• Image Post + Update (~90 Characters) + Bit.ly
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Facebook view G+ as Competition
We’ve tried…
CANNOT Do Page Post Ads to G+…
Flickr Image Credit: yiie
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Social Creative
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© 2014, is a publication of aimClear® Image Credit: t2thestreet
• PPAs – click-bait headline
• Soft(er) CTA
• (still) Important KWs in upper left
• Dynamic image– Orange
– High contrast
• Qualify Clicks with Copy
Packaging for Social
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
http://bit.ly/SondheimAds
• Write for & LIKE Your
Audience
• Infuse Word Play
• Empower Your Audience
• Hook Them Early
• Reverse Your Process
• Step Away from the piano
Keyboard
• Use Unexpected
Resources
• Be Crystal Clear
• Be Defensible
• It’s Going to Take Time…
FacebookPackaging
Edit.~90 Char
.
Remove Link & Edit.
Edit: Click-Bait Headline!
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Twitter Packaging
• News Feed Ads & Link Images: 1200x627
Packaging for Social - Images
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EXTEND The Life of Content Distribution
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Flickr Image Credit: bigtallguy
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• Top of the Funnel– Vertical visitors via Search
– Pyschographics
• Bottom (Retargeting) – All
– Filtered: Search
– Filtered: Psychographics
– Filtered: Search + Psychographics
Filtered Retargeting
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© 2014, is a publication of aimClear®
Content Calendar Organization &
Deliverables Doc
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Social Amplification - Content Calendar
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Social Amplification – Basic
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Social Amplification – ADVANCED
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
http://bit.ly/excellists
Social Amplification – ADVANCED
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
• Tracking with Analytics
• Tag EVERYTHING– Be Consistent & CASE SENSITIVE
– c+p at the ready (FB, Twitter, LI, G+, Tumblr, Pinterest, etc)
• Custom Segments based on UTM Parameters
Social Amplification – Advanced
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
Analyzing GA Data
• Goals– Key page views
• Conversion– sign-ups, checkouts
• Time on site
Social Amplification – Advanced
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
Social Targeting
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Home Owners + Home Improvement Store Shoppers+ $125+K Income + Woodworking Affinity
+
+
+
Image Credit: Patty Y 1000 & Nicholas Eckhart & agordon1
$aimClear, © 2014, is a publication of aimClear®,
an integrated social, search, PR & display marketing agency.
| FB Ads Best Practices
Now Sprinkled in
‘Create Flow’
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
FB Targeting | Categories galore!
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
This Little Box Packs a WALLOP
Between Categories =
AND
Within Categories
= OR
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Partner Data
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Systems Admin / Procurement
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CTOs & Directors
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Facebook B2B Targeting Methods
• Job Titles
• Interests + Workplaces
• Interests + Industry
• Graduate + Degree + Workplace
• Conferences/Expos Attended
• Professional Publications
• Competition
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Targeting for Media & PR
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
Targeting Grid
FYI: Small Segments = EXPENSIVE
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Invested. Writing the Checks?
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Writers/Journalists/Editors...TV News Anchor, Producer/Talk Show Host, War Correspondent, Senior Journalist, Journalist/Reporter, News Anchor/Reporter, Reporter/Columnist, Reporter/Correspondent, Television Producer, Muhabir, TV Host / Reporter, News Presenter, Blogspot, Press
Secretary, Writer, White House Press Secretary, TV Producer/Editor, Broadcasting Assistant, Journalist, News Anchor/Producer, Radio Show Producer, Web Journalist, Freelancer, News Producer, Blogger/Editor, Arts Journalist,
Blogger/Owner, Politisk journalist, Journalist and writer, news producer & presenter, TV Producer/Host, Writer/Editor/Journalist, Anchor/Reporter, Blogger/Admin, Politics Reporter, Anchor/Journalist, Web Editor/Journalist, Reporter/Anchor, a journalist, Reporter/Journalist, TV Producer/Presenter, International News Reporter, TV Anchor/Reporter, TV Program Producer,
Journalist/Presenter, Journalist Assistant, Writer and Journalist, Political Journalist, International News Editor, News
Producer/Writer, Breakfast Show Producer, News Producer/Reporter, Show Producer, TV News Anchor/Reporter, Political activist,Producer News, Reporter/Host, Reporter tv, Reporter/Photographer, Show Runner, TV Reporter, Senior Broadcast Journalist, Data Journalist, World News Editor, Political Reporter, Socio-Political-Legal Activist, Show Host/Producer, Journalist/Blogger/Writer, TV News
Reporter/Anchor, TV News Reporter, Politics news Reporter, Author, Journalist and Political activist., Journalist and blogger,
Reporter and Photographer, Blogger/Writer, researcher in political media - journalist, Senior Video Journalist, Writer/Journalist, Journalist/Editor, Freelance Journalist/Blogger, Producer/News Anchor, senior broadcast journalist/anchor, Show runners' assistant,
Senior Production Journalist, TV & Radio Producer, TV New Anchor & Journalist, Broadcasting Journalist, Blogger/Intern,
Journalist/Writer, Journalist/Columnist, Journalist/Blogger, Blogger/Journalist, Blogger/Author, Journalist/Anchor, Blogger and Writer,
Anchor/TV Presenter, Entertainment Show & Production, Wine Journalist, Journalist / Feature Writer,
Journalist/Writer/Editor, Blogger & Reblogger, TV Presenter-reporter, Broadcasting Manager, A journalist by profession, News
caster,Marketing Engineer,World representive, Blogger and Journalist, Show Creator, Producer, Director,, journalist secretary, Journalist & news anchor, News Producer, World News Editor and English News Anchor, World News Translator, Reporter Live, TV Anchor, As Fashion Journalist, TV CAMERA REPORTER, Journalist, Poet & Writor, Development Professional, Journalist, Political Activist ( LL.B., MA-sociology, MA-Public Admn, MBA,PGDCA), broadcasting, Student Activist & Political Analyst, Senior Photo-Journalist,
Political/Community activist, Director of Photography / Producer / War Correspondent, Production & Weekend Show
Host, News Link International, reporter political, International Breaking News Editor, Senior Camera Journalist, News Reporter's, Senior Crime Journalist, International News Stringer/Correspondent, Reporter/Political editor, Journalist/ Publicist/Blogger//Sound Promoter, Political rights activist وسياسيحقوقيناشط , Poltical and social activist, Journalist/Blogger Intern, Publicist Journalist of International Policy, Journalist & Senior Reporter, BCC World news, Show Producer & Leader, TV anchor, Political Activist & CEO or Blogger,Journalist,Writter,Essayist and Humorist
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Rolling with the Facebook Suggest Tool
• For Interests – it’s gotten MILES better
• Start with Root Interests
• <Root Interest> + “A”… “Z”
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Facebook Targeting Tools
• Thesaurus – social synonyms
• Wikipedia
• OneLook Reverse Dictionary
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Targeting: Precise Interests | FB Ads Best
Practices
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Flickr Image Credit: Muffet/calliope
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• Business Behaviors + Interest
• Job Titles + Interest
• Industry + Interest
MASH UPS with Precise Interests
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© 2014, is a publication of aimClear®
MASH UPS with Precise Interests
aimClear®, an integrated social, search, PR, & displayMarketing Agency
© 2014, is a publication of aimClear®
Whole Human TargetingOccupations & EmploymentGroups &AffiliationsPublications Online & Off Product CategoriesClassic Mainstream InterestsFreaky PredilectionCompetitors
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Focus Your AudienceWith Categories & Demographics
Flickr Image Credit: daveograve
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Targeting: Focus & Qualify Your Audience | FB Ads Best Practices
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Email me to get on the list! [email protected]
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
• Social Ad Units = Complex
• Test!– Ad Type
– CPC vs CPM vs Advanced CPM
• Creative is critical– Socially “Organic” + CTA
• Targeting– Use Qualifiers, but DON’T Filter too far
Social Amplification Tactical Takeaways
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Advanced Secrets…
• Facebook’s 1HR Decision
• NF vs RR
• Turn off mobile?
• Tanked?
• β Tool
aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Thanks!
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