Social Advertising for Small Businesses

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Lunch & Learn: Social Advertising for Small Businesses Presenter: Date: Location: Wendy Hwang and Anna Hutson September 12 th , 2012 Formic Media, Inc.

description

Social media has grown and evolved tremendously over the past few years. Facebook is reporting over 900 million users, Twitter has said there are 250 million tweets per day, which breaks down to roughly 2,900 per second. With that growth, social advertising on social media sites has gained wide spread popularity and usage, allowing advertisers to tap into the social and interest graphs of consumers when delivering ads. Facebook as an example enables advertisers to reach more than 900 million people with ads that are relevant, engaging and have social context. So, as a business, how are you taking advantage of social advertising tactics to help extend your brand, build engagement and generate ROI? Attend Formic Media’s Free Seminar Series to learn how social advertising on Facebook, Twitter and other social media platforms can help elevate your small business online.

Transcript of Social Advertising for Small Businesses

Page 1: Social Advertising for Small Businesses

Lunch & Learn: Social Advertising for Small Businesses

Presenter: Date: Location:

Wendy Hwang and Anna Hutson September 12th, 2012 Formic Media, Inc.

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Formic Team

• Launched in 2008 to service small business & partners

• Specializes in search, social and website development

• 100% of Account Team Google AdWords & Google Analytics Certified

• 7 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,

etc.) • Focus on education via monthly Seminar Series

Social Advertising for Small Businesses

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Lunch & Learn

Social Advertising Overview

Social Advertising for Small Businesses

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Social Ads Overview Social Advertising for Small Businesses

What is Social Advertising?

Ads that employ the social stream to harness amplification. Helps defeat “banner blindness”

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Social Ads Overview Social Advertising for Small Businesses

Many Platforms to Choose From

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Social Ads Overview Social Advertising for Small Businesses

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Social Ads Overview Social Advertising for Small Businesses

Why use Social Advertisements? Know Your Goals! • Increase Exposure • Increase Sales or • Lead Generation

• Webinars, Newsletters, Website, etc. • Reduce Advertising Costs

• Less expensive w/ better results than traditional advertising

• Build a Loyal Fan Base • Interact, engage, and nurture fans (continuity)

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Social Ads Overview Social Advertising for Small Businesses

What are you trying to promote? What’s the goal of the ad?

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Lunch & Learn

Facebook Ads

Social Advertising for Small Businesses

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Facebook Ads Social Advertising for Small Businesses

Why Use Facebook Ads? • Gives you most control with messaging. • Many options for advertising.

o External URL o Facebook Event o Business Fan Page

• Micro-Targeting!! o Allows advertisers to reach anyone the

advertiser chooses.

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Facebook Ads Social Advertising for Small Businesses

Use the search bar to find a Facebook Page or enter a URL to enter the ad destination.

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Facebook Ads Social Advertising for Small Businesses

Facebook Suggested Ad

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Facebook Ads Social Advertising for Small Businesses

Or enter a URL and add your own text

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Facebook Ads Social Advertising for Small Businesses

Anatomy of a Facebook Ad

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Facebook Ads Social Advertising for Small Businesses

Copy • Keep it simple - less is more.

• Allowed >135 characters in the body, but stick to <95 • Include a call to action. • Check Facebook rules for language pertaining to:

• Race • Religion • Age • Sexual Orientation

• Financial Status/Info • Membership in Unions • Criminal Record • Disability/Medical Condition

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Facebook Ads Social Advertising for Small Businesses

URL • Must function properly in all browsers • No pop-ups or auto-downloads • Don’t shrink URL

• Transparency creates trust

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Facebook Ads Social Advertising for Small Businesses

Image: • Use eye catching images (no animation or flash) • Relate to the text & call to action. • Be visible when shrunk to thumbnail size.

• Images display at 100 x 72 pixels.

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Standard Page Ads Social Advertising for Small Businesses

To a Custom App

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Standard External URL

Social Advertising for Small Businesses

To a External Webpage

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Sponsored Story Social Advertising for Small Businesses

Utilizing Social Connections • Allows advertisers

reach people that are friends of fans who’ve already “Liked” the page.

• Are auto generated & not editable but generally provide higher click through rates.

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Sponsored Page Post Social Advertising for Small Businesses

Choose between Sponsored Page Post & Sponsored Page Like

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Specific Post Ads Social Advertising for Small Businesses

Increases the visibility amongst users who aren’t already fans or didn’t see the story

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Choose Your Audience Social Advertising for Small Businesses

Utilize Facebook Insights

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Choose Your Audience Social Advertising for Small Businesses

Ad Targeting

• Location • Age • Gender • Likes & Interests • Education • Relationship

Status • Language • Workplace

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Objective Social Advertising for Small Businesses

Impression Priced based on number of views, or times the ad showed on user’s pages.

OR

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Facebook Ads Social Advertising for Small Businesses

Cost per Click (CPC)? charged based on number of ad clicks.

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Facebook Ads Social Advertising for Small Businesses

Submit, Monitor, and Tune

• Avoid Ad Fatigue • A/B Test

• Run similar ads with minor changes. Experiment with text copy, image, & headline to find the most successful performing ads.

• Pause ads what aren’t performing well

• Experiment with times of day to publish ads based on performance.

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Facebook Ads Social Advertising for Small Businesses

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Facebook Ads Social Advertising for Small Businesses

Various Reports & Export Options

• Advertising Performance

• Responder Demographics

• Actions by Impression Time

• Inline Interaction • News Feed

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Social Ads Overview Social Advertising for Small Businesses

Formic Case Study – ThinkThin By clearly defining goals, proper launching, targeting and testing Facebook ads Formic was able to achieve the following stats in just 1 month. • 44% increase in “Likes” • 40% increase in Post Interactions • 17% increase in Post Feedback • 749 contest submissions

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Lunch & Learn

Twitter Ads

Social Advertising for Small Businesses

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Twitter Ads Social Advertising for Small Businesses

Location

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Twitter Ads Social Advertising for Small Businesses

Budgeting

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Twitter Ads Social Advertising for Small Businesses

Promote Your Tweet

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Twitter Targeting Social Advertising for Small Businesses

By Interest using @username

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Twitter Targeting Social Advertising for Small Businesses

By Interest

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Twitter Targeting Social Advertising for Small Businesses

Reporting

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Twitter Targeting Social Advertising for Small Businesses

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Lunch & Learn

LinkedIn Ads

Social Advertising for Small Businesses

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Social Ads Overview Social Advertising for Small Businesses

Who is on LinkedIn?

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Social Ads Overview Social Advertising for Small Businesses

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Social Ads Overview Social Advertising for Small Businesses

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Social Ads Overview Social Advertising for Small Businesses

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Social Ads Overview Social Advertising for Small Businesses

What is LinkedIn Ads? • LinkedIn Ads is a self-service advertising

solution that allows you to create and place ads on prominent pages on the LinkedIn.com website.

• Specify which LinkedIn members view your ads by selecting a target audience: by job title, job function, industry, geography, age, gender, company name, company size, or LinkedIn Group.

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Social Ads Overview Social Advertising for Small Businesses

It is important to define your advertising goals before launching your campaign. • A. If your goal is to generate clicks to your website at

a certain cost per click (CPC), use the My Ad Campaigns tab and Reporting tab.

• B. If your ultimate goal is to generate leads, inquiries, or sales that result from the clicks that you receive, you need to track users’ actions on your website and attribute those actions to your ads on LinkedIn.

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Social Ads Overview Social Advertising for Small Businesses

How to measure ad performance & ROI? • Your click-through rate (CTR) is a good indicator of

how your ad is performing. In general, good ads have a CTR greater than 0.025%.

• Important: Monitor your ad's click-through rate (CTR) on a regular basis. If the CTR of your ad drops, refresh the ads with new images or ad text. A good practice is to refresh your ads at least once per month.

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Social Ads Overview Social Advertising for Small Businesses

What will ads look like? • Headline (up to 25 characters of text) • Description (up to 75 characters of text) • From: (your name or any company) • Image: (50x50 pixel image) • URL (website people visit once they click on your ad)

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Social Ads Overview Social Advertising for Small Businesses

Where will ads be shown? • Profile Page (when users view the profile of other

LinkedIn members) • Home Page (the page that users see when they log in

to LinkedIn) • Inbox (the page where users see messages and

invitations to connect) • Search Results Page (the page that results when you

search for a member by name) • Groups (on pages in LinkedIn Groups)

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Social Ads Overview Social Advertising for Small Businesses

An Example: On a user's Home Page, (1) your ad text may appear in a single line across the top of the page or (2) both your image and ad text may appear with up to 2 other ads in the rectangular ad unit in the right column of the page.

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Social Ads Overview Social Advertising for Small Businesses

Who will see the ads?

Target By: Examples: Job Title

“Patent Attorney” or “Sr. Laboratory Technician” or "Registered Nurse"

Job Function

“Sales” or “Engineering” or "Marketing" functions

Industry

“Banking” or “Biotechnology” industries

Geography

“United States” or “Netherlands” or “Toronto”

Company Size "1-10" or “500-1000" people Company Name

"GE" or "Hewlett-Packard" or "FedEx"

Seniority “Vice President” or “Owners” Age “18-24” or “35-54” Gender "Female" or "Male" LinkedIn Group

"Business Intelligence Group" or "Corporate Real Estate"

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Social Ads Overview Social Advertising for Small Businesses

How much do ads cost? • You can set your budget as low as $10 or as high as

$1,000 or more. • Pay per click (CPC) or per 1,000 impressions

(CPM) • There are two options for how to pay for your ads: Pay

per Click (CPC) and Pay per 1,000 Impressions (CPM). Each click will cost between $2.00 (the minimum cost per click) and your bid.

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Social Ads Overview Social Advertising for Small Businesses

How to create effective ads • Choose words that grab the attention of your target

audience. • Give people a reason to take notice and click to learn

more by highlighting special offers, unique benefits, whitepapers, free trials or demos.

• Include strong call-to-action phrases like Try, Download, Sign up, or Request a Quote.

• Include an image with your ad that's relevant to what you offer. The LinkedIn background color is white, so images with bright colors are more likely to capture the attention of your audience.

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Social Ads Overview Social Advertising for Small Businesses

Tip: Monitor your Click Through Rate (CTR) - It's common for the CTR of your ad to decline if you continue to display the same ad week after week. A good practice is to refresh your ads at least once per month with new ad text or images.

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Social Ads Overview Social Advertising for Small Businesses

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Social Ads Overview Social Advertising for Small Businesses

Tip: Create multiple ads for each campaign - Within your campaign, create at least 3 ad variations -- varying the ad text, call-to-action phrases, and images. You can create up to 15 different ads within a campaign

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Social Ads Overview Social Advertising for Small Businesses

3 ads variations that a university might create to promote its graduate business program

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Social Ads Overview Social Advertising for Small Businesses

Make sure to create ads that resonate with that particular audience. • Geography: Choose one or more geographies for your

campaign, especially if your products or services only appeal to users in certain countries or cities.

• Industry: Examples of industries: Banking, Real Estate, Internet, and Automotive.

• Job Function: Target by job function if you want to limit your ads to people who are in one of 20 broad job functions.

(Cont.)

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Social Ads Overview Social Advertising for Small Businesses

Make sure to create ads that resonate with that particular audience. • Job Title: Target by job title if your offerings are relevant

to people with a specific job title. • LinkedIn Groups: People express their interests, skills,

and expertise by joining LinkedIn Groups. Add members of groups to your target audience.

Tip: Search for groups using the LinkedIn Groups Directory.

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Social Ads Overview Social Advertising for Small Businesses

Additional/Customized LinkedIn Advertising Solutions

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Social Ads Overview Social Advertising for Small Businesses

Additional/Customized LinkedIn Advertising Solutions

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Social Ads Overview Social Advertising for Small Businesses

Additional/Customized LinkedIn Advertising Solutions

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Social Ads Overview Social Advertising for Small Businesses

Additional/Customized LinkedIn Advertising Solutions

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Social Ads Overview Social Advertising for Small Businesses

Additional/Customized LinkedIn Advertising Solutions

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Social Ads Overview Social Advertising for Small Businesses

Formic Case Study – Revelar By implementing properly targeted campaigns, refining messaging and frequently altering ads to avoid image burnout, Formic delivered the following results in the first five months the campaigns were active: • Total cost of campaigns: $654.91 • 327 clicks • 19 conversions • Cost per lead: $34.47

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Social Ads Overview Social Advertising for Small Businesses

Formic Case Study – Swimfish, Inc. By implementing an extensive advertising campaign on LinkedIn in order to combat the inflated cost-per-click on AdWords, Formic delivered the following results: • Decreased the average CPC by 56.80% • Increased visitors to the site by 81.33% with a lower

total ad spend. • In addition, the LinkedIn Advertising conversion rate

was 1.22% higher compared to AdWords.

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What We Do

Services

Local SEM Company for Small Business

Formic Media's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings".

PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings.

SEARCH ENGINE OPTIMIZATION

Formic Media's SEO-friendly website design and development services provide small businesses with an affordable, functional and highly visible Web presence.

WEB DESIGN Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness.

SOCIAL MEDIA MARKETING

We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients.

PARTNERSHIPS Attend Formic Media's free monthly search engine marketing seminars. Learn the latest and greatest in the search engine marketing industry.

FREE SEMINARS

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Thank you!

Contact John McPhee for more information [email protected]

503.517.9059 x122

Lunch & Learn The Evolution of Local SEO & Google+ Local