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Paid Advertising Fundamentals For
Social Media Marketers
Lisa Raehsler May 30, 2013
AGENDA
• Social Ads • Popular social ad channels
– Google+ – LinkedIn
• Final thoughts
@LisaRocksSEM
WHY SOCIAL ADS?
• On websites where people are networking, consuming content, creating content, rather than searching
• Have relationship component with consumers
• Can engage and share marketing messages
• Social mentions in ads are “endorsements” and can drive increased brand lift and reach
• Range of targeting options = opp to discover what drives success
@LisaRocksSEM
GOOGLE ADWORDS G+
GOOGLE ADWORDS AND G+
• Connects G+ page to PPC ads • Show endorsements for your business (G+ page)
from your Google+ followers.
@LisaRocksSEM
GOOGLE ADWORDS G+: ADS TYPES
• Ads ads show social annotations in text and image
• +1s more personally relevant
• May also increase overall ad performance.
@LisaRocksSEM
GOOGLE ADWORDS G+: TARGETING
• Numerous targeting options through Adwords, G+ social annotations are an extension of the current ads
• G+ page must be linked to website to appear in ad
• Will not always appear in ad
@LisaRocksSEM
LINKEDIN: INTRO
• Business-relate social networking site. mainly used for professional networking
• Total visits: 410M worldwide
Sources: Descrip4on Wikipedia, Demographics Google AdPlanner
LINKEDIN: GOAL TYPES
• Brand awareness: Reach a large audience with a widely targeted campaign
• Drive leads: Collect leads directly through LinkedIn ad campaigns
• Drive leads: through landing page on your website
@LisaRocksSEM
LINKEDIN: ADS TYPES
• Ads – Image and text
@LisaRocksSEM
LINKEDIN: ADS TYPES
• Ads link to: – External URL
– Personal profile
– Company Page
LINKEDIN: TARGETING
• Geography • Company: Company
name, industry, company size
• Interests: Groups
• Demographics: Gender, age
• Job Title: Specific job title, job function, seniority
@LisaRocksSEM
LINKEDIN: TARGETING
• Job Title – Specific
Job Title
– Job Function
– Seniority
@LisaRocksSEM
LINKEDIN: TARGETING
• Dynamically generates audience numbers
@LisaRocksSEM
LINKEDIN: BUDGETS & BIDS
• Budget set at campaign level
• CPM or CPC minimum $2 • Daily Budget: minimum $10 day.
– Daily Budget: Set the max amount you want to pay each day
– When daily budget is met, ads stop
• Bid Price: use upper range of the suggested bid range
FACEBOOK: INTRO
• Facebook is the most used social networking service by worldwide monthly active users
• Total visits: 35B worldwide
Sources: Descrip4on Wikipedia, Demographics Google AdPlanner
FACEBOOK: GOAL TYPES
• Brand awareness: Reach a large audience with a widely targeted ad campaign
• Drive sales: Offers though Facebook. Influence sales earlier in the funnel (consideration phase)
• Grow your fan base: Encourage people to “like” your Page by offering benefits for engaging
• Best For…growing fan base
@LisaRocksSEM
FACEBOOK: ADS TYPES
• Page ad: • Promoted Pages show in News Feed and right
column.
• Ads include your Page’s name, profile pic, a link encouraging people to like your Page.
@LisaRocksSEM
FACEBOOK: ADS TYPES
• Sponsored stories:
• Shows interactions with a Page, app or event to their friends. • Highlight post or action from a Facebook fan about your
business
• In sidebar or the News Feed of that person’s friends. This type of ad allows you to feature positive feedback from a fan of your business.
• Common forms of Sponsored Stories are page “like” as well as check-ins.
@LisaRocksSEM
FACEBOOK: ADS TYPES • Promoted Posts:
• Use this option once you have at least 100 fans.
• Expand reach on any post, including photos, offers, videos, status updates.
• Posts reach fans plus friends of people that have interacted (shared, liked, or commented) with the post.
• Shows in News Feed, not in the right column
• Have a higher chance to be seen-higher in the News Feed of the audience!
@LisaRocksSEM
FACEBOOK: TARGETING
• Location
• Education and Work • Demographic: Age, Gender, Birthday, and Relationship
Status, Language
• Likes & Interests: Precise interests, topics, broad categories
• Connections or friends of connections: Target your ad to current fans of your Page to drive customer loyalty.
How to choose?
@LisaRocksSEM
FACEBOOK: TARGETING
• Consider your goals and total audience available to target
FACEBOOK: BUDGETS & BIDS
• Budget set at campaign level
• Campaign budget/ daily budget: Set the max amount you want to pay each day
• When daily budget is met, ads stop
• Bids: Facebook cab can optimize or manually set CPC/CPM
@LisaRocksSEM
FINAL THOUGHTS
• Social channels are becoming a “normal” advertising channel
• They are connection-based
• Users behavior and preferences are critical to targeting the most relevant ads
• Consumers can engage on multiple levels, ie click or share, so give them a reason to engage!
@LisaRocksSEM
THANK YOU
CONTACT: Lisa Raehsler Big Click Co. Founder, SEM Strategy Consultant [email protected] 612-424-1SEM
Google AdWords Certified Partner