Meta Digital Marketing - Paid Social and Search Advertising

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M E T A M A R K E T I N G

PA ID SOC IAL AND SEARCH ADVERT IS ING

© 2016 Meta Group

2 META

We truly believe that there is an audience for every brand.

Our goal is to connect you to yours.

© 2016 Meta Marketing Group

At Meta, we understand the landscape for brands and businesses is constantly changing and evolving.

Through ROI-driven results, we can help grow and take your business to the next level.

3 FOCUS OF WORK


Paid SocialSEM/PPC

SEO

DigitalAnalytics

Content

PAID SOCIAL ADVERTISING

5 FACEBOOK


Facebook - The #1 advertising platform for small to mid-size businesses.Approach:

Reach new consumers with Paid Social Use campaign priority lists to capitalize on low-

hanging fruit Top Priority: Users who are in buy

mode/purchasing phase and retargeting dormant users

Mid-Priority: Users who know the brand Low-Priority: Users who have never

heard of the brand (Interest Targeting, Lookalikes)

Maximize ROI through optimizations & testingTactics:

Image and video creative Promoted Posts and News Feed Ads Mobile and desktop newsfeed placements Cost Per Click, Cost Per Impression bidding

6 FACEBOOK TARGETING


Custom Audiences allow targeting by:• Email address• Phone numbers• User IDs• People who have visited your website (Retargeting)• People who have engaged with your ad

Lookalike Audiences:• Target people who are similar to

custom audience• Scale current lists to reach new

potential customers

Facebook offers the most robust targeting option of any advertising platform. The most essential targeting option for brands - Custom and Lookalike Audiences.

• Relationship status• Education level,

college major• Employer, position

• Type• OS version• Wi-Fi connectivity

• Actions taken with sites and apps

• Offline purchase behavior

• Likes, interest, conversations

• Local• Real time

(weather, events)• Seasonality

(mothers)

• Age• Gender• Language• Location

• Customers from your database matched to Facebook profiles

• Friends of fans/users

Demographics Social Status

Device Affinities/Behavior Human Experience

CRM

7 FACEBOOK BIDDING


TWO-PRONGED APPROACH

Brand | Awareness Action | ConversionOptimized for Impressions and Reach

Optimized for Conversions and Clicks

Bid Type You Value You Pay For We Optimize For Best PracticeCost per thousand impression (CPM)

Views Impressions Impressions Best for driving mass awareness and impressions at the cheapest cost. Commonly used for new product launches

Cost per clicks (CPC)

Clicks Clicks Clicks Best for driving actions and conversions. Most commonly used for Direct response campaigns

SEARCH ENGINE MARKETING (PPC)

9 PPC PROCESS


POST-LAUNCH

PRE-LAUNCH

Pay-Per-ClickProcess

PRE-LAUNCH Keyword Research, Match Types Ad Creation, Testing Landing Page Development, Funnel

Optimization Account Structure, Location Targeting,

Ad Scheduling, Device Multipliers, Ad Extensions

Tracking Installation & Testing

POST-LAUNCH

Campaign Launch – Text ads, Shopping, RLSA

Monitor Performance, Bidding, Optimizations, Reporting

Campaign Assessment & Benchmarking Analysis & Feedback

10 PPC STRUCTURE


AdWords Account

Campaign 1 Campaign 2

Ad Group 1.1 Ad Group 1.1 Ad Group 1.1 Ad Group 1.1

Ad Keyword Keyword Keyword KeywordAd Ad Ad

Campaign & Ad Group StructureStructure will be different for each business

• Be as segmented as required• Tightly align keywords and ads• Use website structure as guide• Leverage budgets and GEOs at

campaign level• Stay organized and relevant with ad

groups

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• Time on Site• Page Views• Bounce Rates• Downloads• New Visitors

POST LAUNCH


Monitor

• ROAS – Return On Ad Spend• ROI – Return On Investment• CPL – Cost Per Lead• CPA – Cost Per Acquisition• COS – Cost Of Sale• CPNR – Cost Per New

Revenue

Optimize

12 MULTI-CHANNEL STRATEGY


Search and Social together :• Meta’s Multi-Channel Strategy to Digital Marketing

drives conversions and increases efficiency, making the most of your advertising budget.

• Facebook Advertising dramatically improves Paid Search Return on Ad Spend, Average Order Value, Click-through Rate and decreases Cost per Conversion.

• Leverage Facebook Advertising to drive awareness and site traffic and Paid Search to close the loop when users are ready to convert.

• Activating Facebook campaigns in conjunction with Paid Search makes Search work harder – increasing overall search volume.

Return on

Ad Spend

Averag

e Order

Value

Click-th

rough Rate

Facebook Ads Improve Paid Search Performance

24% AOV

7% CTR

4.5% CPA

30% ROAS

Cost per- Acquisition

WHY META?

14 WHY META?


Value. Results. Commitment. Our holistic approach drives business results by helping you reach and convert potential customers at the right time.

We operate in an agile environment to deliver nimble solutions from strategy to execution that will take your business to the next level.

Let’s get started.

THANK YOU

Meta Digital Marketing - Paid Social and Search Advertising

Marketing

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