Holland & Barrett

Market research Competitor research Social media platforms Targeting – Demographic, interest, keyword

groups Ads format – copy, image, landing page Testing – A/B, Desktop v Mobile Budget – Bidding, Conversion rates Benchmarks – Track,Measure,Optimise

Paid Social Best Practices:

Define objectives > Launch new product, Increase online sales, Raise brand awareness

Identify target audience> Location, Age, Gender, Interest (Health, Diet & Weight loss)

Test> Ad copy, landing page, keywords, bidding, timing, target audience

Measure & Analyse> Conversions, CPC, CPA

Power editor

Precise ads Advanced features Run ads independently Better optimisation Test unpublished posts

Twitter Ads Campaign

• Promoted tweets• Primary targeting

criteria• Interest, followers,

keyword• Audience feature

Stay on target

Boosts paid ads potential

Relevant ads to right people at right time

Avoids wasting budget

Reach the right audience

• Target those who visit website but not purchased anything – Setup website retargeting

• Target similar demographic to the one you managed to convert

• Restrict frequency of ads – Only show ad once per day to user

• Testing is king – Split testing = Cheaper clicks

Metrics that matter...

1. Conversions – Users taking action

2. Cost per Action –Price of ad

3. Frequency- Aim for low ratings

Platform Desktop Mobile

Actual Impressions 70,558 147,366

Clicks 183 743

Total Conversions 78 12

Revenue £3,079.59 £239.70

Cost Per Action £5.44 £35.37

Ad Types & Objectives

• Clicks to Website: Send people to your website

• Website Conversions: Increase conversions on your website. Requires a conversion pixel for website before creating this ad

• Offer Claims: Create offers for people to redeem in your store.

• Local Awareness: Reach people near your business

Ad Type: Page Post Link

Placement: Newsfeed, Right column, Mobile

1. Most popular Facebook ad2. Get users’ attention (Displays in

Newsfeed)3. Include Calls To Action (Shop

Now)4. Test ad copy + image to get

desirable results5. Optimise with landing page for

better conversion

Ad Type: Promoted Tweets

Placement: Twitter timeline at specific time and date

1. Select campaign objective 2. Target specific group of people

based on location, age & gender3. Detailed conversion tracking data4. Try different set of ads to see

which resonates most with audience

5. Ads work on bidding system based on specific action

PROS Test

Calls to Action Point reward (Increase font size)

Same coffee Image Add image of lady

Same text Test different CTA (Buy Now)

Campaigns +

Ad Sets+

Ads

Facebook recommends 3 level system

Source: Facebook.com

• Test ads performance – e.g. responsiveness, images, copy, video

• Increase/Decrease budget Ad set level

• Pause/Revise ads to boost performance

• Optimisation + Measure progress

Killer Ad Copy

Attract new customers Increase CTR Create scarcity/Intrigue

Reduce ad costs

Source: Facebook.com

Awesome Landing Page

Define conversion goals

Allow user to share page/offer

Leave feedback

Source: unbounce.com/social-media/how-to-create-social-landing-pages

FACEBOOK IS CRUSHING IT

Lead Ads> Make mobile sign ups simple

Facebook Videos – Uploads surpassed YouTube in Oct 2015 (SocialBakers)

Dynamic Product Ads – ROI comparable to paid search

PATIENCE WITH TWITTER

User data limitations –Targeting issues

Analytics – Reporting not thorough as FB

Focus on individual campaign – better optimisation

Budget – Take time to work it out

INSTAGRAM: NEW KID ON THE BLOCK

400 Million Active Users –Share 80 million photos each day

‘Buy Now’ Button Ads-Clickable & Drives traffic to website

Covert users without leaving app – Make purchase, sign up etc

Activation OptimisationPerformance

Analysis

Campaign

Weekly optimisationAdjusting bids

Alter KeywordsRefresh creative

Check budget + performance

Adjust spendingReach performance target

Define, segment & target audience

Forecast budgetsKPIs