Post on 26-Jun-2015
description
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MAKING THE MOST OUT OF !SOCIAL MEDIA ADS.
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“DON’T BOOST.”W/ JOSH KRAKAUER
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WE ARE SCULPT.
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WE LOVE FACEBOOK.
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BUT SOMETHING HAPPENED.
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AND THEN, MORE HAPPENED.
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SO, WE WROTE A BLOG POST.
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wearesculpt.com/using-facebook-promoted-posts-increase-reach/
“Every time you 'boost’ a post, a kitten dies. Probably this one.”!
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{ ORGANIC SEARCH: LAST 3 MONTHS }NUMBER ONE SEARCH REFERRER.
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“What are some of your burning questions about Facebook Ads?”
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WE ASKED, YOU ANSWERED.
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“What is Facebook or Twitter doing to fight against large number of 'Fake account' follows, retweets, likes?” - Devin G.
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TO BOOST, OR NOT.
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LET’S TALK AFTER, IF YOU’D LIKE ME TO:!
!
a) Make the case for social
b) Explain how to setup your ads account
c) Talk about best practices and social media strategy
d) Discuss the viral video
e) Explore paid social media platforms outside of Facebook/Twitter
!
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TODAY, HERE’S HOW I WILL HELP:
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PROVIDE TIPS TO HELP YOU UNDERSTAND AUDIENCE AND TARGETING.
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MAP OUT THE RIGHT ADS, FOR THE RIGHT OBJECTIVES.
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WALK YOU THROUGH HOW TO SETUP ADS PROPERLY. TEST. THEN OPTIMIZE.
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ADVANCED TIPS ON DIGGING INTO DATA.
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WALK THROUGH REAL CASES.
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TOUCH ON TWITTER ADS.
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LEAVE TIME FOR YOUR BURNING QUESTIONS.
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BUT FIRST.
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- ME.
“DON’T BOOST.”
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HERE’S WHY.
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(VIDEO)
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• Only one ad at a time • No placement targeting • Limited interests targeting • Broad friends of fans targeting • Reach based, not objective based
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LET’S DO IT THE RIGHT WAY.
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UNDERSTAND OBJECTIVES
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WHAT DO YOU CARE ABOUT?
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• Driving in-store traffic • Referring website traffic • Acquiring new customers or leads • Generating brand and top-of-mind awareness • Building an engaged audience of customers
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MATCH YOUR BUSINESS GOALS WITH OBJECTIVES.
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UNDERSTAND AUDIENCES + TARGETING
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LOCATION, LOCATION, LOCATION.
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PLACEMENTS:!
!
- Desktop (News Feed)
- Tip: Better for non-mobile links and contests
- Mobile (News Feed)
- Tip: Better for social engagement and direct response
- Right Column
- Tip: Optimize for clicks — it will get fewer
!
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TIP: PROMOTE AWESOME ORGANIC CONTENT. ONLY.!
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TARGETING: KNOW YOUR AUDIENCES!
!
- Location / Age / Gender
- Demographics
- Interests
- Behaviors
- Connections
- Custom
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TARGETING: CUSTOM AUDIENCES!
!
- Email List
- Customer List
- Retargeted Visitors
- Page Lookalike Fans
- Website Lookalike Fans
*ADVANCED
*
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TIP: DOWNLOAD YOUR DATA!
!
- Account Settings
- Download a Copy
- Analyze Ad Topics
“IOWA HAWKEYES" “SILICON PRAIRIE”
“SOCIAL MEDIA”
…AWKWARD.
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TIP: GRAPH SEARCH RESEARCH!
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TIP: SPLIT-TEST SEGMENTS!!
- MAKE COPY OF AD, CHANGE ONE VARIABLE
- MALE VS. FEMALE
- IMAGE 1 VS. IMAGE 2
- MOBILE VS. DESKTOP
- BRAND 1 VS. BRAND 2
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TIP: BIDDING!
!
- OPTIMIZED CPM (OR CPA)
- DAILY BUDGET VS. LIFETIME
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UNDERSTAND THE DATA
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DIG INTO AD REPORTS
*ADVANCED
*
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(VIDEO)
(VIDEO)
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BREAKDOWN:!
!
a) AD NAME
b) SPEND
c) AGE/GENDER OR PLACEMENT
d) IMPRESSIONS & FREQUENCY
e) # OF ACTIONS (ex. “website clicks”)
f) COST PER (DESIRED ACTION)
!
!
!
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UNDERSTAND STRUCTURE
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AD CAMPAIGN = CONTEST NAME AD SET = INTEREST TARGETS
INDIVIDUAL ADS = SINGLE SPLIT-TEST (IMAGE VS GENDER VS AGE)
(example)
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TIP: MAKE AD NAMES EASY TO UNDERSTAND.
CLIENT_ADTYPE_TARGETING_01_TARGETING_02_AD CONTENT
SCULPT_CONTEST_25-54_SBO_ENTREFEST
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CASE STUDIES IN ACTION
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PATRICK, THE COMPUTER GUYThe Computer Guy serves the home and home office computer user with reasonable rates and reliable service. We specialize in virus removal, home networking and data recovery.
My audience tends to be females in a 50 mile radius of Hampton, Iowa who is between 40 - 75.
- Drive website traffic - Acquire new customers or leads - Generate brand and top-of-mind awareness - Build an engaged audience of past and prospective customers
TARGET AUDIENCE
OBJECTIVES
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I want to know how to best run an ad campaign that will draw customers to my Facebook page,
website and cellphone.”“
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Gender: females Location: 50 mile radius of Hampton, Iowa Age: 35-44, 45-54, 55-64, 65+
RECIPE
TARGETING
• Limited time offers for maintenance or routine services • Direct Response link posts (free / low-risk offer) with CTA buttons,
that track submissions or downloads • Promote most engaging posts to fans only, and target audience • Page Lookalike Audience targeting for new fans • Target email list (custom audience) and lookalike fans
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TWITTER ADS: WHAT TO KNOW
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WEBSITE CARDS LEAD GEN CARDS
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NEVER STOP LEARNING(RESOURCES)
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SO, IS IT WORTH IT.
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1) TARGET APPROPRIATELY. 2) OPTIMIZE USING INSIGHTS. 3) UNDERSTAND OBJECTIVES.
4) TEST EVERYTHING.
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AND REMEMBER.
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“DON’T BOOST.”
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HOW CAN I HELP YOU?
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WEARESCULPT.COM