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HUBSPOT PAID SOCIAL

WEBINAR

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PAID SOCIAL

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IT ALL STARTSWITH

AUDIENCE

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KNOW WHO YOU’RE TALKING TO

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FIND OUT LIKE THIS

Facebook Power Editor

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USE THIS FORMULA

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YOU END UP WITH THIS

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YOU CAN EVEN DO IT WITH AGE

vAND BRANDS

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READ MORE HERE…

http://blog.hubspot.com/marketing/paid-content-distribution-ht

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CREATEPERSONAS

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SETTING UP THE

CAMPAIGN

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FACEBOOK OPTIONS

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FACEBOOK AD PLACEMENTSDomain Ads – Pushing traffic ‘offsite’ – best for ROI.

RHC (Right Hand Column) A lot more impressions but expectation is not to go offsite.

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FACEBOOK AD PLACEMENTS

22x ROI than the rest of Facebook.

NEWS FEED

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FACEBOOK TARGETINGAge and Location: Break it down. Key component of your test strategy. Same is true of location.

Mobile: Mobile newsfeed for conversions is not great. Mobile is fine for Likes and engagement.

Lookalike Audiences: Find and reach more people who look like your best customers by utilizing Lookalike Audiences for users who are likely to convert. You can find this option in Power Editor.

Utilize the data you created: Set up campaign groups based on each persona and target by interest.

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FACEBOOK CONTENTImages: To comply with Facebook policies and catch user’s attention, be sure to include less than 20% text in your photos. Images featuring bright colors or people/emotion perform best.

Headline: Show our targeted demographic that we are speaking directly to them. We can ask relevant questions or make statements that our target demographic will respond to. We can also use it to voice relevant, beneficial selling points.

Body Copy: Include a strong CTA (Call To Action) or next step e.g. click here, register here and so on

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TWITTER OPTIONS

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TWITTER AD FORMATS

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TWITTER TARGETING

Keywords - simple but often targeting is a little loose.Television – treated as a broadcast advertising opportunityInterests – great for utilizing earlier audience insight

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TAILORED AUDIENCES• Users’ web browsing behavior. • Email addresses and other CRM data.• Lists of Twitter IDs.

Allows you to target based on…

MUST WORK WITH A 3RD PARTY AD PARTNER

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IT’S ALL ABOUT THE…• AD FORMATS• PLACEMENTS• TARGETING• CREATIVE

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TESTINGTESTING

TESTING

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TESTINGCreate two campaigns with 3 ads within each campaign. Use different creative for each ad and

different targeting for each campaign:

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EXAMPLE CPCS TO AIM FORNICHE EXAMPLE STARTING CPC OPTIMIZED CPC

GARDENING 0.30p 0.15p

LOANS £1.00 0.60p

FASHION 0.40p 0.15p

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THANKS@SIMONPENSON

SIMON.PENSON@ZAZZLEMEDIA.CO.UK