Clickable Webcast: The Basics of Social Media Advertising
-
Upload
clickablewebcasts -
Category
Documents
-
view
581 -
download
1
description
Transcript of Clickable Webcast: The Basics of Social Media Advertising
The Basics of Social Media Advertising
September 23, 20101:00 PM – 2:00 PM (EDT)
Who We Are
Clickable provides a complete, custom solution that makes online
advertising across Google, Yahoo, Bing and Facebook
Simple, Instant and Profitable™.
9/24/2010 2
Who We Are
Jordan Franklin
Clickable Solutions Team Leader
Max Kalehoff
Clickable Vice President of Marketing
Agenda
Our Goal Today: Introduce the Basics of Social Media
Advertising, With Focus On Facebook Ads.
1. What is it? Why does it matter?
2. The basics of social media presence: Pages and Ads.
3. Ad creative standards and best practices.
4. Strategies for “hyper-targeting” users on Facebook
and other social networks.
5. Should you advertise on social media networks?
6. Ways to get started.
9/24/2010 3
Social Media Today
• Online media that facilitate
social interaction
• Among most important innovations
in online advertising since search.
• Companies with major scale
(especially Facebook) are creating
new opportunities for advertisers.
• It is critical for advertisers to explore
and experiment with social media
advertising because that’s where
many online consumers are going.
9/24/2010 4
Progression of Social Media Marketing
9/24/2010 5
Earned Social Media Tactics
Social Advertising
Social Media Advertising Audience
• Facebook: 500 million+ members.
• Twitter: over 100 million+ users.
• LinkedIn: over 75 million+ members.
9/24/2010 6
What’s Unique About It?
“We enable effective word-of-
mouth advertising at scale
for the first time." - Sheryl Sandberg, Facebook's chief operating officer (WSJ 2010)
9/24/2010 7
Where Does Facebook Advertising Fit Into Your Overall Advertising Plan?
• Awareness & Acquisition: get customers.• Deliver messaging about your brand to connect with target audiences.
• Engagement & Community Building: build fans.• Cultivate fans to interact with, drive loyalty, and “like” you.
• Direct Response: performance advertising.• Invest in targeted media in order to drive a specific conversion.
9/24/2010 8
Maintaining a Presence
Facebook Pages Cost-Per-Click (CPC) Ads
9/24/2010 9
Facebook Pages
• Facebook Pages are like mini Web pages within social media sites.
• Any company, brand or organization can make a Page for free.
• Customers and potential customers can become “friends” or “fans” of
your business or brand.
• Can include information about your business, such as:
• Hours
• Location
• Website
• Menu/list of services
• Can (and should) include other dynamic content, such as:
• Your updates (e.g., “Sale this week only!”)
• Comments left by your customers and fans
• RSS feed of your blog
9/24/2010 10
Facebook Pages
9/24/2010 11
Facebook Pages
9/24/2010 12
Facebook Pages
9/24/2010 13
Facebook Pages
9/24/2010 14
Best Practices for Facebook Pages
• Facebook Pages can be used as landing pages for awareness
campaigns and engagement.
• Make sure somebody within your organization can manage Pages on a
day-to-day basis; they are specific and dynamic.
• Take advantage of the ability to mass-message your
fans/friends/followers.
• Decide whether to display your customers’ comments.
• If you do, you’ll need to moderate them.
• If you don’t, you’ll need to fill that blank space somehow.
• Don’t create a Page just because, and then leave it blank,
out-of-date, or ugly. It’d be better to not have one at all.
9/24/2010 15
Who Should Create A Facebook Page?
• If you have real-world fans or members:
• Local pizza place, ice cream shop, coffee house
• Consumer brands
• Membership-based organization (church, club)
• If you have a service or product that people might search for you
on Facebook.
• Results are localized
• Not a lot of competition
• If you want to provide your customers with a hip, casual way to interact
with you and each other.
• If you want to be able to target advertising and messages specifically
to your fans.
9/24/2010 16
Social Media Cost Per Click Ads
• Social ads are similar to content match ads
• Auction-based, CPC pricing
• Ads appear within content pages (not search results pages)
• Typical click-through rates (CTR) are comparable
• Ads are narrowly targeted to a niche audience
• Important differences from content match ads
• Targeting: Social/demographic, not contextual.
• (Interests Versus Keywords)
• Ad creative formats: 125 character descriptions, should
always include images.
• Account structure: No ad groups.
9/24/2010 17
Facebook Ads are not contextually based on page content. They are targeted to the user’s profile data.
Ads are for a 30-year-old college-
educated male in Baltimore.
9/24/2010 18
Creating Targeting “Personas”
• Define your user personas in business terms, rather than
starting with targeting options
• “18-25 yr. old male college graduates with an interest in chess”
• “unmarried 20-25 yr. old women living in Pennsylvania”
• And so on…
• Once you’ve defined your personas, use the social
network’s targeting options to best match them.
9/24/2010 19
Social Media Ads: Targeting
9/24/2010 20
Consider Facebook:• Geographic Location
• Gender/Sex
• Language
• Cultural Interest/Hobby/Fan Status
• Education Level
• Relationship/Marital Status
• Workplace/Employer
• Sexual Orientation
• College/Alma Mater
• College Major
• Birthday
Social Media CPC Ads: Ad Creative
• Destination URL
• Title (25 chars)
• Body text (125 chars)
• Image (recommended)
• Best Practices
• Best practices for other online advertising venues apply.
• Always include an image.
• Customize your message to your target audience.
9/24/2010 21
SEM Account Structure
Campaign: Set budget (contains ad groups)
Ad Group: (contains targeting parameters & ads)
pizza
Keywords:
pizza delivery
order pizza
pizza online
cheap pizza
Ad Group 2
keywords ↔ ads
Ad Group 3
keywords ↔ ads
Ad Group 4
keywords ↔ ads
Ads:
9/24/2010 22
Social Ad Account Structure
Ad: Set bid
(contains targeting parameters and one ad)
Targeting
Parameters:
•NYU student
•Manhattan
•18-22
Single ad creative
Ad 2
Targeting Parameters ↔ Ad Creative
Ad 3
Targeting Parameters ↔ Ad Creative
9/24/2010 23
User Paths
A recipient of an ad may…
• Simply Receive An Impression
• Interact With The Ad
• Click To Visit Facebook Page• Ideal for awareness and engagement goals.
• Inside experience often more seamless.
• Requires a curated profile page.
• Click To Visit External Pages• Ideal for direct-response goals.
• More control over tracking.
• More control over site experience.
9/24/2010 24
Who Should Use Facebook Ads?
Do try them if…
Your goals include:
Awareness & Acquisition or
Engagement & Community Building or
Direct Response
9/24/2010 25
Who Should Use Facebook Ads?
Do try them if…
You can describe your target
audience in terms of its social,
cultural, demographic or
psychographic characteristics.
9/24/2010 26
Who Should Use Facebook Ads?
Do try them if…
You can define your goals and
implement proper tracking and
success measures.
9/24/2010 27
Ways To Get Started
1. Actively participate in Facebook, LinkedIn, Twitter.
2. Create a company Facebook Page or company profile.
3. Create a single practice ad for a tiny niche.
4. Then create a broad ad covering many targets.
5. Over time, refine your broad ad into many smaller niches
with custom ad creatives.
6. Integrate Facebook with your Web site and vice versa.
7. Understand how Facebook complements your other marketing
investments.
9/24/2010 28
How Clickable Can Help
1. Clickable is an official Facebook Ads
API Platform Partner.
2. Clickable Solutions Experts create
and manage Facebook Ads for you.
3. Create and edit Facebook Ads in Bulk
with Clickable Pro Tool.
4. Track performance alongside your
other online advertising investments.
9/24/2010 29
Call 877-775-6699 to talk with a Clickable Solutions Leader.