Post on 05-Dec-2014
description
How to Rock at Social
Advertising
Chris Reilly @reilly3000 unleashed-online.com
AgendaPaid vs. Organic
Overview of Social Advertising Options
Best and Worst Practices
Facebook Deep Dive
Q&A
The Role of Advertising
Uses of Social Advertising
The Power of Social Ads• Social ads have 55% higher recall than non-social ads (Nielson)
• Friends of fans were 27% more likely to shop at Target after seeing an ad on Facebook (Comscore)
• 90% of purchases are subject to social influence (Wired Magazine)
Facebook Ad Targeting
Facebook Ads
• Largest reach over 1B Users!• Great Geotargeting• Interest Targeting• Relationship Targeting• “Sponsored Stories”• CPM or CPC PricingFacebook.com/Ads
Twitter Ads
• Highest Engagement with Ads• Limited Geo-targeting• Interest Targeting• Use to grow followers or Promote Tweets• Cost Per Engagement ModelAds.Twitter.com
LinkedIn DirectAds• Targeting for Job Titles and Industries!• High cost and low performance• New Video Ad Formats• Localized by region• Local Targeting• CPM or CPCLinkedIn.com/DirectAds
StumbleUpon Paid Discovery
• Low, fixed cost per visit• Generates organic content views and backlinks• Great for bloggers and photographers• No geotargeting capabilities• People stumble away quickly, engage themStumbleUpon.com/PD
Reddit Ads
• Interest driven targeting• Social engagement with ads• No geotargeting except for /r/cityname• Affordable fixed-rate pricing model• Understanding the community really helpsreddit.com/promoted
Target Interests Target relationships - 'amplify word of mouth' Age Workplace Relationship status Sexual preference School status Location
Best Practices
• Split-testing• Ad Fatigue • Imagery • Age Bucketing• Segmentation
Worst Practices
• Overusing the timeline• Driving Traffic Offsite• Ad fatigue• Letting Facebook spend your money• Change happens!
Advanced Options
•FBX•Customized Audiences•Action Based Targeting•View-Through Conversion Tracking
Facebook FormatsFan
Acquisition
Facebook App installs
External website
sales
Brand engagement
Product launches
Mobile app installs
Social.com Recommendation
Fanpage ad Application ad
External website ad
Sponsored stories (All)
Page-post video
Mobile app install ad
Sponsored page likes story
Sponsored app used ad
Page-posts (All)
Page-post photo
Worth testing
Page-post photo
Sponsored custom action app ad
Page post link advert
Page-post event
Sponsored page share story
Sponsored domain story
External Website Ads
SPECS: Title: 25 characters Body copy: 90 characters Image: 100 x 72 pixels
Best use case•Driving traffic to an external website•Using custom creative to drive to a FB page
Best use case•Driving traffic to an external website•Using custom creative to drive to a FB page
Key Features:•Creative and URL is entirely customizable•If website is connected to Facebook, social context is possible if you refrain from using URL redirects/click tags
Targeting: AllPlacement: RHS, RHS homepagePlatform: Desktop only
Facebook Conversion Tracking compatible:Yes
Facebook Page/PlaceKey Features:•Contains ‘like’ button (great for fan acquisition)•Customizable image & body•Social context available
Targeting: AllPlacement: Newsfeed, RHS & RHS HomepagePlatform: Mobile & DesktopPremium compatible : No
Facebook Conversion Tracking compatible:YesBest use case
•Fan acquisition•Driving traffic towards fanpage tabs
Best use case•Fan acquisition•Driving traffic towards fanpage tabs
EventKey Features:•Join button•customizable image & body•Social context available
Targeting: AllPlacement: Newsfeed, RHS & RHS HomepagePlatform: Mobile & DesktopPremium compatible : No
Facebook Conversion Tracking compatible:Yes
Best use case•Generate RSVP’s from current and prospective customers•Event awareness
Best use case•Generate RSVP’s from current and prospective customers•Event awareness
Sponsored StoriesKey Features:•‘Like this page’ button•Social plug
Targeting: Connections & friends of connectionsPlacement: News feed, RHS, RHS HomepagePlatform: Mobile & DesktopPremium compatible : Yes
Facebook Conversion Tracking compatible:Yes
Best use case•Brand awareness, drive engagement and reacquisition
Best use case•Brand awareness, drive engagement and reacquisition
Questions?!?