Use Your PPC & Display Skills to Pay the (Social Ads) Bills - State of Search 2013

Use Your PPC & Display Skills to Pay the (Social

Ads) BillsPresented by John A. Lee

Managing Partner – Clix Marketing

State of Search – November 18, 2013

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We should test social media advertising, but we are going to ignore everything other online marketing campaign and start from scratch!

Said No One Ever

Work Smarter, Not Harder

Here’s What You Can Expect To Learn…

• Build social media advertising campaigns based on your skills, knowledge and assets from PPC and display:• Research• Segmentation• Creative• Tracking• Bonus!

The Stars of the Show

Facebook Ads LinkedIN Ads Twitter Ads

RESEARCH

Use Your PPC & Display Skills to Pay the (Social Ads) Bills

Keywords

• Applies to Twitter Ads.

• PPC keyword research and performance:• Twitter Ads - Promoted Tweets for Search

• Display contextual keyword research and performance:• Twitter Ads – Promoted Tweets for Timeline

Keywords? Match Types? Social Ads? FTW!

Persona and Audience Data

Persona & Audience Research

Display Advertising

Performance

Social Media Advertising

Persona and Audience

• Applies to Facebook Ads, LinkedIN Ads, Twitter Ads.

• Persona and audience research:• Demographics: Age, Gender, Location

• Display advertising performance:• Topics, interest categories, affinity categories and demographics.

• Apply these existing data points to:• Facebook precise interests, broad categories, partner categories,

custom audiences.• LinkedIN parameters (company, industry, job title, skills, etc.).• Twitter interest categories, topic based keywords, search stems to

research followers for targeting.

Applying Personas to Social Ads

Facebook Ads


LinkedIN Ads


Twitter Ads

Competitors

• Applies to Facebook Ads and Twitter Ads.

• You did your competitor research. You see their ads in the SERPs. Put that information to good use!• Target competitors via precise interests in Facebook Ads.• For Twitter Ads, piggy back on your competitors’ follower

base!• Research competitor and/or thought leader Twitter

@handles.• Target users similar to their followers.

• Effectively a built-in lookalike audience.

Promoted Tweets for FollowersCreate a look-alike audience based on your competitors’ followers.

SEGMENTATION


Segment by Targeting Type

• Applies to Facebook Ads, LinkedIN Ads and Twitter Ads.

• PPC and display advertising fundamentals dictate that you segment campaigns to isolate variables, simplify management, etc.

• Social media advertising is no different.• Facebook: Precise Interests vs. Broad Categories vs. Partner Categories

vs. Custom Audiences, etc.• LinkedIN: Companies vs. Industries vs. Groups vs. Skills vs. Job Titles, etc.• Twitter: Keywords for Search vs. Keywords for Timeline vs. Similar

Followers, etc.

Segment by Device

• Applies to Facebook Ads and Twitter Ads.

• We learned a long time ago in PPC and Display that desktop, tablet and mobile devices perform quite differently.• Discussing why Google AdWords took device

segmentation away is for another session…

• Device segmentation IS key!

Twitter and Mobile

• Twitter’s mobile usage is higher then either Facebook or LinkedIN.*• Target mobile devices in

isolated campaigns to control eCPC and report on mobile vs. desktop conversion rates independently.* Data:

• Twitter: http://marketingland.com/twitter-60-percent-of-users-access-via-mobile-13626

• Facebook: http://www.techradar.com/us/news/internet/facebook-mobile-usage-outstrips-web-for-first-time-ever-1128489

• LinkedIN: http://www.strategyanalytics.com/default.aspx?mod=reportabstractviewer&a0=8933

Twitter

Facebook

LinkedIN

0% 10% 20% 30% 40% 50% 60% 70%

Social Media Mobile Usage

Facebook and Mobile

• Device dictates ad placement on Facebook Ads.

• Using your own landing page? Desktop, right-hand column placement only.

• Using your Facebook page? This opens up newsfeed placement and mobile targeting.

• Newsfeed is the only placement available for mobile.

MOAR SEGMENTATION!!!

Geography• Review your geographic

performance in PPC and display.• Use these geo-targets as a

baseline to start testing social media ads.• For the long term, test geography

specifically for social – this is just a starting point!

• Segment by country at a minimum!

Facebook Exchange Remarketing

• How do you segment your remarketing audiences for display?

• Use this as a framework to create FBX remarketing audiences.• Again – this is a starting point. FBX

can and will take on a life of its own!

• Facebook is developing a remarketing platform separate from FBX. Stay tuned!

CREATIVE


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Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals.

Jim Rohn

Remember your ad writing and landing page fundamentals!

Ads and Landing Pages for Social


• Use the ad and landing page copy skills you’ve honed through PPC and display:• Messaging should be relevant to targeting (keywords,

interests, geography, other persona data, etc.).• Messaging should contain benefits. • Messaging should contain a strong call-to-action.• Messaging should be consistent through your ad and landing

page.

• Take your best performing ads and landing pages from search and display to use as a baseline to start ad testing in your social channels.• Long term, plan to have a landing page testing process that isolates

performance and testing variables by channel.

Duracell and Daughtry! Um…

Don’t do this. Ever.

http://worstfacebookads.tumblr.com

A Picture is Worth 1000 Words

• Facebook Ads and LinkedIN Ads integrate text ad copy with images.

• Facebook (1200x627) gives you room to really test across newsfeed and right-column placements.

• LinkedIN (50x50) not so much.

• Review your landing page and display image ad tests – what images have worked well in the past? Start here.

Social Pages as Landing Pages

• Facebook Ads and LinkedIN Ads allow you to send paid traffic to native pages.• LinkedIN – this means sending traffic to your company page.

• If your goal is to increase LinkedIN engagement, OK. Otherwise, this is not recommended.

• Facebook – this means sending traffic to any number of your Facebook pages and tabs.• Many advertisers have found this to be a strong strategy.• Proliferation of lead form and e-commerce solutions for Facebook pages

makes this strategy more relevant by the day.• Using Facebook pages opens up the newsfeed ad placement. According to

Marin Software’s data – newsfeed ads garner up to 187% higher click-through rate!

TRACKING & REPORTING


Reporting and Analysis


• Your reporting and analysis skills from PPC and display are directly applicable to social ads.

• Watch for the usual suspects:• Impressions, clicks, CPC, CTR

• Be aware of social specific metrics:• Social reach, actions, engagements

Tracking Conversions

• LinkedIN Ads and Twitter Ads do not have native conversion tracking.

• Facebook Ads does. Sort of.

• Tag for Google Analytics or your analytics package of choice.

• Tag for 3rd party tools like Acquisio or Marin.

• Tag for CRM software like SalesForce or Infusionsoft.

Who needs conversion tracking anyways?

Social Advertising’s Full Effect

• PPC ads in search target user’s late in the buying or decision making cycle.

• Social ads often catch those users early in that cycle.• Set up attribution modeling or

use Multi-Channel Funnels in Google Analytics.

• Report on assisted conversions.• Test multiple conversion types to

find what engages your social audience.

BONUS!


Get Your B2B On!

• Generate leads within Twitter and LinkedIN.

• Twitter Ads Lead Generation Cards

• LinkedIN Lead Collection

Twitter Lead Gen Cards

• Obtain lead information within the Twitter timeline.• Sign ups, offers, email

subscriptions, free trials.

• Download lead data via CSV.

• Sync with CRM software via APIs.

LinkedIN Lead Collection

• Users can contact you directly via LinkedIN.• Keeping users engaged

without leaving LinkedIN can increase click-through-rate and conversion rate.

• Negative drawback: you are forced to respond to these leads within LinkedIN as well.

The Social Ads Back Door

• Target social media websites via Google Display Network.

• Facebook and LinkedIN use the GDN to backfill unused ad inventory.• Placement target

linkedin.com, facebook.com and layer with contextual keywords.

Thank You!Have questions? Let me know! Email: [email protected] Twitter: @john_a_lee

mailto:[email protected]

Use Your PPC & Display Skills to Pay the (Social Ads) Bills - State of Search 2013

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Transcript of Use Your PPC & Display Skills to Pay the (Social Ads) Bills - State of Search 2013