Facebook and Twitter Ad Strategies - A Survival Guide
Transcript of Facebook and Twitter Ad Strategies - A Survival Guide
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Facebook & Twitter Ad Strategies
A Survival Guide
Ian Mackie Director of Strategy
July 24, 2013
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Webinar Information
Please ask questions & we will try toanswer them at the end of the webinar
Webinar is being recorded & will beuploaded to www.pointit.com
We will email a link within 24 hrs.
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About Point It
Launched in April 2002
Seattles largest independent searchmarketing firm
SEM, SEO, Marketing Automation and WebDesign, Social & App Discovery
$40 MM in managed media/yr.
Servicing clients across all verticals and
revenue models 2012 Inc. Magazine 500/5000 Fastest
Growing Co. & Washington Fastest Growing
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Agenda
Promoted What? Twitter Ads foreveryone!
Twitter Analyticswhos engaged?
Facebook Ads show me the money!
Facebook Insights more than just likes
Mobile + Social Content Ads ultimatecompanion to SEM?
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Twitter Ads
The Next Big Thing or more unfulfilled promises?
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Twitter Ads
Open for business the basics
No more $25K minimums!
Basic vs. Advanced UI options
Two main ad formats: Promoted Tweets vs. Promoted Accounts
PromotedTweets Promoted
Accounts
Build Awareness
Offers/Promos
Promote Events New Products
Store Openings
Follo
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Twitter Ads Promoted Tweets
Promoted
Tweets
Target by Keywords
(Users who searchor tweet)
Users Timelines
Search Results
Target by Interests
(Users w/ specificinterests)
Target PeopleSimilar to Followers
of
Interest Categories
All Formats include:
Geo targeting (DMA only
Gender
Device
By OS
Desktop vs. phone/t Budget Pacing even or
Maximum bid (spend pe
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Twitter Ads Promoted Tweets (Keyw
Target by Keywords(Users who search
or tweet)
Users Timelines Search Results
Timelines more volume, lower engagement rates
Search Results lower volume, higher engagement rates
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Twitter Ads Promoted Tweets (Inter
Target by Interests
(Users w/ specificinterests)
Target PeopleSimilar to Followers
ofInterest Categories
Categories more volume, lower engagement rates
Similar Followers lower volume, higher engagement rates
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Twitter Ads Promoted Accounts
All Formats include:
Geo targeting (DMA
Gender
Device
By OS Desktop vs. ph
Budget Pacing eve
Maximum bid (per f
Grow your Twitter community
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Twitter Ads Tips
Start with a clear, easy-to-follow campaign nomenclature
Ex. GEO_Device_Targeting_Subject
Separate mobile vs. desktop into different campaigns
Use Instant Search & Popular Accounts to find related handles
Use Who to Follow to find influencers
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Twitter Ads Campaign Analytics
Understand handles, interests & keywords that drive highest engagements ra
Quick tip:Download Hanfilter for best performing &
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Twitter - Analytics
Understand tweets - paid or organic - that are driving engagement (faves, ret
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Facebook Ads
The pursuit of happinessor least positive ROI
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Facebook Ads
The secret (at least one of them) to generating actual ROI from Facebook A
Custom Audiences . target your email list on Facebook
How to create them:
1. Open Power Editor (Chrome browser only)
2. Audiences
3. Create Audience > Custom Audience
1. Create name & Description4. Type: Emails > Create
5. Save and wait
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Facebook Ads Custom Audience
Typically finds matches for ~50% of addresses
The larger the list the better
Create ads as normal but dont include ANY additional targeting (right h
DO include URL tracking parameters
Campaign Revenue ROI Transactions Average Value Cost Ecommerce Conversion Rat
Product A-EmailList $4,732 542% 25 $189 $737 0.94%
FathersDay-EmailList $987 442% 9 $110 $182 1.48%
Product B-EmailList $973 219% 7 $139 $305 2.27%
Totals $6,828 498% 42 $146 $1,224 1.56%
esults?
b k h
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Facebook Insights
New Facebook Insights announced 7.9.13
Overview Page Likes
Post Reach
Engagement
5 most recent posts
b k i h
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Facebook Insights Your Page
Page Likes: total likes, net likes (newunlikes) & where they are
Post Reach - impact of paid vs organic
Is there more sharing occurring because of paid support?
F b k I i h Y P
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Facebook Insights Your Posts
Which posts to promote?
Local events
High organic engagement Promote at certain times?
May depend on avg CPC
Understand what posts dri
engagement likes, shares
comments
F b k I i ht Y P l
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Facebook InsightsYour Peoples
Your Fans
Age & Gender + GEO (determine if running ads changes make-up of audien
People Reachedwhos seeing your posts?
- Most importantly who is ENGAGED and are ads impacting these metrics
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Wh t bil l tf k b t?
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What mobile platform works best?
What (we think) works & doesnt on Facebook & Twit
Twitter
The Good Followers Offsite Content
The Bad Apps Offsite Content
Facebook The GoodLikes Apps E
The Bad Offsite Content A lot
Thank you!
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Thank you!
Q&A
Other questions? email: [email protected]