Paid Social Campaign PDF
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Transcript of Paid Social Campaign PDF
Market research Competitor research Social media platforms Targeting – Demographic, interest, keyword
groups Ads format – copy, image, landing page Testing – A/B, Desktop v Mobile Budget – Bidding, Conversion rates Benchmarks – Track,Measure,Optimise
Paid Social Best Practices:
Define objectives > Launch new product, Increase online sales, Raise brand awareness
Identify target audience> Location, Age, Gender, Interest (Health, Diet & Weight loss)
Test> Ad copy, landing page, keywords, bidding, timing, target audience
Measure & Analyse> Conversions, CPC, CPA
Power editor
Precise ads Advanced features Run ads independently Better optimisation Test unpublished posts
Twitter Ads Campaign
• Promoted tweets• Primary targeting
criteria• Interest, followers,
keyword• Audience feature
Stay on target
Boosts paid ads potential
Relevant ads to right people at right time
Avoids wasting budget
Reach the right audience
• Target those who visit website but not purchased anything – Setup website retargeting
• Target similar demographic to the one you managed to convert
• Restrict frequency of ads – Only show ad once per day to user
• Testing is king – Split testing = Cheaper clicks
Metrics that matter...
1. Conversions – Users taking action
2. Cost per Action –Price of ad
3. Frequency- Aim for low ratings
Platform Desktop Mobile
Actual Impressions 70,558 147,366
Clicks 183 743
Total Conversions 78 12
Revenue £3,079.59 £239.70
Cost Per Action £5.44 £35.37
Ad Types & Objectives
• Clicks to Website: Send people to your website
• Website Conversions: Increase conversions on your website. Requires a conversion pixel for website before creating this ad
• Offer Claims: Create offers for people to redeem in your store.
• Local Awareness: Reach people near your business
Ad Type: Page Post Link
Placement: Newsfeed, Right column, Mobile
1. Most popular Facebook ad2. Get users’ attention (Displays in
Newsfeed)3. Include Calls To Action (Shop
Now)4. Test ad copy + image to get
desirable results5. Optimise with landing page for
better conversion
Ad Type: Promoted Tweets
Placement: Twitter timeline at specific time and date
1. Select campaign objective 2. Target specific group of people
based on location, age & gender3. Detailed conversion tracking data4. Try different set of ads to see
which resonates most with audience
5. Ads work on bidding system based on specific action
PROS Test
Calls to Action Point reward (Increase font size)
Same coffee Image Add image of lady
Same text Test different CTA (Buy Now)
• Test ads performance – e.g. responsiveness, images, copy, video
• Increase/Decrease budget Ad set level
• Pause/Revise ads to boost performance
• Optimisation + Measure progress
Killer Ad Copy
Attract new customers Increase CTR Create scarcity/Intrigue
Reduce ad costs
Source: Facebook.com
Awesome Landing Page
Define conversion goals
Allow user to share page/offer
Leave feedback
Source: unbounce.com/social-media/how-to-create-social-landing-pages
FACEBOOK IS CRUSHING IT
Lead Ads> Make mobile sign ups simple
Facebook Videos – Uploads surpassed YouTube in Oct 2015 (SocialBakers)
Dynamic Product Ads – ROI comparable to paid search
PATIENCE WITH TWITTER
User data limitations –Targeting issues
Analytics – Reporting not thorough as FB
Focus on individual campaign – better optimisation
Budget – Take time to work it out
INSTAGRAM: NEW KID ON THE BLOCK
400 Million Active Users –Share 80 million photos each day
‘Buy Now’ Button Ads-Clickable & Drives traffic to website
Covert users without leaving app – Make purchase, sign up etc