Social media ads for lead generation€¦ · •Paid search –Google and Bing text ads ......
Transcript of Social media ads for lead generation€¦ · •Paid search –Google and Bing text ads ......
March 2020
Social media ads
for lead generation
Ann Stanley
(Founder & Managing Director)
A bit about me!
@AnnStanley @AniccaDigital
Choosing ad objectives
and platforms
@AnnStanley @AniccaDigital
Choosing the correct ad formats for B2B marketingand lead generation
• What do you want to achieve?• Communicate with existing fans or community• Awareness and visibility to new users• Generate leads or sales
• How does this relate to the sales funnel – i.e. choice of ad objectives?
• Awareness• Acquisition• Conversions• Retention• Advocacy
• Target audience (B2B)• Location • Demographics• Job title and employment details• Interests and behaviours• Custom audiences including site visitors uploaded
lists and Lookalikes
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How to classify paid advertising
By Channel• Paid search – Google and Bing text ads
• Paid display – Google Display Network and programmatic display in other ad serving networks
• Paid social & native (often in-feed as it looks similar to organic content) –Facebook/Instagram/Messenger, LinkedIn, Twitter, YouTube, Pinterest, Outbrain, Taboola, Quora, Reddit
• Paid shopping ads – Google, Bing, Pinterest, Amazon, eBay and comparison shoppingengines
• Technical and hybrid – programmatic TV, digital radio, chatbots, voice assistants
By Business Objective• Awareness
• Acquisition
• Consideration
• Conversions
• Lead generation
• Sales
• Offline (calls, in-store, sales team)
• Retention
• Advocacy
Paid advertising tend to be divided into these main types:
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Advertising platforms by type & objective
Channel Type Platforms Awareness Acquisition ConsiderationConversion
(Leads)Conversion
(Sales)Retention & Retargeting
SearchGoogle Search Y Y Y Y Y
Bing search Y Y Y Y Y
Shopping
Google Shopping Y Y Y Y
Bing Shopping Y Y Y Y
Pinterest Y Y Y Y
Amazon Ads Y Y
eBay Y Y
Shopzilla Y Y Y
NexTag Y Y Y
Price Grabber Y Y Y
Bizrate Y Y Y
DisplayGoogle Display Y Y Y Y Y
AdRoll Y Y Y Y Y
Perfect Audience Y Y Y Y Y
Display, Social & Native YouTube Y Y Y Y Y Y
Social & Native
Facebook Y Y Y Y Y Y
Instagram Y Y Y Y Y Y
Messenger Y Y Y Y Y Y
Twitter Y Y Y Y Y Y
LinkedIn Y Y Y Y Y
Reddit Y Y Y Y Y
Taboola Y Y Y Y Y
Quora Y Y Y Y Y
Technical & HybridSky AdSmart Y Y Y
Spotify Y Y Y
Chatbots Y Y Y Y Y Y
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See AdLead Form
Like/Follow
Thank You Page
Advertising Platform (Ad Manager)
Platform specific pixel and conversion tracking on advertiser’s website
Advertiser’s Website
eBook or White Paper
Content Page
Awareness Ads
Lead Generation Ads
Traffic or Clicks Ads
Conversions Ads
ProductPage
Payment &Thank You
Engagement Ads
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How B2B companies are using social ads
Awareness of brand and/or to increase followers
Trial or demo of cloud based software (SAS) & platforms
Download white paper or eBook
To get leads or calls for a service
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LinkedIn Twitter Twitter LinkedIn
Awareness ads
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Facebook ads for encouraging downloads
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Other platforms used for encouraging downloads
Quora
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Encouraging demos and free trials
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FacebookQuora
Service or product ads
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Anicca’s Integrated (Multi-phased) Approach
Awareness Consideration Conversion
Digital TV would drive searches which
could direct to either product landing
pages or content pages depending on
search via paid ads or organic search
results.
Other awareness channels such as
display, YouTube and paid social can
direct users into product category or
product landing pages.
PR, organic social and email can
all be traffic drivers for new blog content and articles to drive readership and engagement with brand content.
Content Pages
Product Pages
We can use the traffic from these pages
to create audience pools that we can
retarget with more direct response
focused ads designed to encourage
sample requests, lead generation, sales,
redemption of offers and promotions.
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Getting ready to run a campaign
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Preparation of your website and assets
Ads and collateral
• Create posting/ad plan
• Collate creative assets (images and videos etc)
• Marketing collateral e.g. write and design an eBook or whitepaper
Web pages/landing page
• Use of service or product page
• Landing page with form
• Link form to CRM or MAS system to create lists for follow-up emails
• Thank You page with download option
Tracking of ads and landing pages
• URL with UTM tracking code on all ads
• Addition of platform-specific tracking pixels to the site e.g. through Google Tag Manager
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Preparation within each ad platform
• Select social platforms used by your target audience
• Create Ad Manager accounts or Business manager account (Facebook)
• Create tracking pixels within each ad manager account and add to your website• Once pixel is firing then create custom conversions
• Creation of new custom audiences based on interaction with specific pages
• Creation of Lookalike audiences based on interaction with Thank You page
• Decide on campaign structure and hierarchy (based on products/services and ad objective)
• Create campaigns for each combination
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Main aspects of creating a campaign
1. Within Campaigns – select Ad Objective
2. Within Ad Sets - select• Audience Targeting
• Placement
• Budget and Scheduling
3. Within Ads – create ads byformat and placement
Typical campaign hierarchy
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Choosing your ad objective
in each platform
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Facebook (Instagram and Messenger)
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LinkedIn ads
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Twitter ads
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Quora
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Audience targeting
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Audience targeting options by platform
Targeting method Facebook
Messenger
Twitter LinkedIn Quora
Location Yes Yes Yes Yes
Gender Yes Yes Yes No
Age Yes Yes Yes No
Interests/topics Yes Yes Yes Yes
Job title Yes No Yes No
Employer Yes No Yes No
Employer details No No Yes No
Skills No No Yes No
Education Yes No Yes No
Behaviours Yes Yes No No
Others Followers of
influencers
Questions
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Targeting on Facebook
Demographic
Facebook has a
variety of
demographic
information such
as age, location,
relationship status
and job title etc.
Behavioral
Facebook also
allows us to target
based on
people’s
behavioral traits
including things
like propensity for
online shopping.
Interest
We can also
target people
based on online
behavior and
what users have
engaged with or
expressed interest
in previously.
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Targeting in Facebook
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Targeting on LinkedIn
Job Experience
• Job function
• Job seniority
• Job title
• Skills
• Years of experience
Education
• Degrees
• Fields of study
• Member
schools
Demographics
• Age
• Gender
• Location
Company
• Company
connections
• Company
followers
• Company
industry
• Company
name
• Company size
Interests
• Member
interests
• Member groups
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Targeting in Twitter
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Targeting in Quora
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Advertising to your own audience
• Depending on the platform you can create your own audiences – these are called:
• Custom audiences (Facebook, Instagram, Messenger)
• Tailored audiences (Twitter)
• Matched audiences (LinkedIn)
• Audience targeting (Quora)
• They are normally created using one of the following techniques:
• Uploaded contact details (using email address, other personal data or account details) via a CSV file
• Previous visitors to your website, tagged using a platform specific tag or pixel. This is part of a remarketing or retargeting strategy
• Activity on the platform – based on behaviour (often used for sequential advertising)
• Once an audience is created, the platforms offer the ability to create a Lookalike audience of similar users
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Retargeting (or remarketing)
• Irrespective of how the user arrived on your site, they are tagged and a Cookie is added to their device. This is achieved using a platform-specific tracking code (or pixel), which was previously added to your site
• Advertisers then create “retargeting lists” of target users based on their behaviour on your site (typically combinations of pages visited and/or not visited)
• Campaigns are then set-up to specifically target these users when they go to the social media platform
• In some cases the ads shown can be dynamic and actually show the product(s) that they were viewing
• You can also create retargeting lists based on the users behaviour on Facebook
VisitorArrives on Website
Tagged & Exits
Sees Your Ad
Elsewhere
User Returns
& Converts
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Ad formats
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In-feed image ads for website clicks or conversion
• This is one of the most common formats and allows your social media audience to click on your ad and land on any page of your website
• Appearing as large clickable images in social feeds, website traffic ads can be used to reach highly relevant new (or existing) customers
• Benefits of this technique:
• Drive large volumes of relevant users to your site often with a lower cost per click (CPC) than paid search (Google Ads)
• Feeds your sales funnel by increasing traffic to specific content or products on your site
• Can be used with cross-channel remarketing
• Minimum £500 ad spend – depending on platform, CPC and amount of traffic wanted
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Lead generation ads
• With Lead Generation adverts, potential customers can submit their information without having to leave the platform
• After completing the form, users can opt to click through to your site
• Advertisers can collect data about users (including customised fields)
• Advertisers pay for when their ads are seen (CPM) but conversion rates are usually high and cost per lead can be low (CPA of £15-50)
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Video ads
• You can choose an ad objective of “video views” in Facebook, Instagram, Messenger, LinkedIn and Twitter
• You can also use videos as the ad type for other ad objectives e.g. traffic
• The video should ideally be shot with a vertical orientation (4:5), have subtitles, be short (15 secs) and be designed for mobile
• The cost per view can be very low (<50p), so you can create audiences based on who has viewed all or part of your video
• You can then target this smaller but more engaged audience with conversion ads
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LinkedIn Message Ads (Previously InMail)
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Case studyDriving leads to download the
A10 Marketing Frameworkhttps://anicca.co.uk/a10-
marketing-framework/
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Anicca’s A10 Marketing Frameworkhttps://anicca.co.uk/a10-marketing-framework/
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LinkedIn Message and Spotlight ads
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Overview of ad platforms and ad objectives in the test
Ad Objective &
Campaign
Facebook Instagram Messenger Twitter LinkedIn Quora
Landing Page views Job Titles,
Interests
Job Titles,
Interests
Not targeted
Clicks Job Titles,
Interests
Not targeted Job Titles,
Interests
Interests Topics
Conversions Paused Job Titles,
Interests
Males
Paused Job title and
skills
Lookalike (based on converters)
Automatic Placement
Lead generation Job Titles, Interests
Automatic Placement
N/A Job title and
skills
N/A
Lookalike (based on converters)
Automatic Placement
Message ads N/A Job title and
skills
N/A
Spotlight ads Job title and
skills
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Initial results by platform and ad objectives(Conversions x Cost per conversion)
Landing Page views Facebook Instagram Messenger Twitter LinkedIn Quora
Landing Page views 0 x £19.36 0 x £4.65
Clicks 4 x £6.49 0 x £0 2 x £11.04 1 x £12.24
Conversions
Job title
& interests 3 x £10.18 92 x £2.83 0 x £0.27 1 x £50.50
Lookalike 11 x £2.92 16 x £3.25 0 x £0.06
Lead generation
Job title & interests 12 x £3.92 4 x £3.66 2 x £41.16
Lookalike 9 x £3.24 1 x £7.21
Message ads 4 x £17.50
Spotlight ads 1 x £41.10
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Ad Expresso –Insights (Facebook conversion ads)
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Gender and age across campaign
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Top Tips
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Top tips – General
• Testing different approaches:• Test a range of platforms, ad objectives, placements and optimisation methods;
using the same ad creative and the same audiences (based on similar job titles and interests)
• Review the results and narrow down the options to get the best CPA and volume of conversions.
• Pause the poorer performing options in order to focus your budget on the best campaigns and ad sets
• Do not make too many assumptions, let the data drive the strategy – e.g. males on Instagram got some of our best results
• Your ads may get likes, shares and comments – preview your ads, in case you need to respond to any queries
• Lead generation ads - the form is as important as the ad –make sure you emphasis the benefits of them leaving their details
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Facebook Conversion ads
• You will need to target as big an audience as you can (as long as it is still relevant) – this allows Facebook algorithm to show the ads to users that are more likely to convert
• You need to allow the conversion campaign to learn – i.e. by running it until you have around 50 conversion. Do not make any changes, otherwise the learning period resets
• You may see a rapid improvement in results, as the campaign learns, but you may also see big variations on a day to day basis
• When two ad sets compete (with similar or overlapping audiences), you will find that one will probably get more traffic than the other (based on the size of the audience)
• Check attribution window as Facebook will claim conversions for view through
• Check UTM is added to main URL when setting up your ads, as it does not always come through to Analytics, if it is just added to tracking section
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Top tips for LinkedIn
• Lead generation ads and Message ads appear to provide the best options, but the CPC’s are still expensive compared to Facebook (but often cheaper than Google Ads)
• Some targeting options are better in LinkedIn than Facebook especially using skills for the more niche B2B audiences
• Later work has shown that video views can be very cheap, and could be use to filter out interested audiences before remarketing (or retargeting) them with conversion ads (even if the remarketing happens in Facebook or Google!)
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Top tips for other platforms
• Quora and Twitter may be worth considering as the CPC’s are relatively low
• Targeting options for B2B are limited as compared with Facebook and LinkedIn
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Supporting technology and platforms
• You may also want to set up Facebook ads in third-party software, such as Ad Expresso. This allows you to create more complex ad sets and provide additional insights
• Create on-page forms on your website using marketing Automation software (MAS); so you can track these leads, identify individuals, and nurture these leads (e.g. with email campaigns)
• MAS also allows you to track leads, to see if they convert later (e.g. import any sales data back into Analytics or Data Studio, to determine which campaigns produced the leads that generated the most sales
• Standardise your UTM codes and check different conversion points in Analytics
• If you invest in producing great content, then make sure you promote is off line at events by providing printed copies for peopleto keep
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Examples of the
brands we work with
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Examples of the
brands we work with
First Tuesday of the month at 6pm at our offices in
Leicester - free beer and pizza
Speakers wanted for future events