how to use your contentfor paid social media

How to use your Content

for Paid Social Media

The Central Tenets

of Social Media

Advertising

Have a clear and measurable goal

Make sure images and video thumbnails stand out

Learn text,

video and

image

restrictions

early on

Write exciting and enticing

copy that’s suitable for the

target audience

Run two or more ads at the same time and A/B test them

A B

Test your first ads with a

small budget

Ensure landing page goal

tracking is set up correctly

in Google Analytics

Use UTM tags in linked URLs

(via @moz)

Reply to reasonable

questions on ads

Monitor your ad’s performance and tweak

it where necessary; don’t just let it run

Measure performance based

on your intended goal…

…and make a note of any

learnings you can take away.

1.44 BILLION

monthly

active users

(via @StatistaCharts)

B2C

Apps Services Products

How to target

single, English-

speaking, Gen X

Senior Advisors

with Master’s

degrees and adult

children, who have

recently moved

and started a new

job, but are

currently away

from home.

But just because you can,

it doesn’t mean you should.

Play with audience

targeting in

Facebook Ads for

a while before

defining your

audience.

You’ll be surprised

at how niche you

can get!

similarweb.com

+

Use different images for different audience segments

Immediate

Promo Codes

Apps & Tools

Timed Offers

Videos

Competitions

Articles

eBooks

Surveys

Lengthy

Promo Codes

Apps & Tools

Timed Offers

Videos

Check Video Engagement Stats

Promo Codes

Apps & Tools

Timed Offers

Videos

Multi-Product / Carousel Posts

Promo Codes

Apps & Tools

Timed Offers

Videos

Final Facebook Advertising Tips

• Manually boost posts a little when you see that

they are performing well.

• Experiment with the ‘Custom Audience’ feature

to target email contacts.

• Perform social media remarketing by adding a

tracking pixel to your site and targeting the

custom audience who have visited it.

Twitter: Monthly Active Users (304m in Q2 2015)

(via @StatistaCharts)

B2C B2B???

=

Promoted Accounts

=

Promoted Trends

#

RTs Clicks

& more!

=

Promoted Tweets

socialbro.com

Twitter Advertising for B2Bs – Website Cards

• Limited to pre-set

calls-to-action

• Larger image

size

Twitter Advertising for B2Bs – Lead Generation Cards

• Customisable calls-to-

action

• Smaller image size

image size

• Facilitates people

directly entering details

into your database

within Twitter

Twitter Advertising for B2Cs – Promoted Video

• Very limited selection

of calls-to-action

• Video plays within

Twitter

• Video content has

the benefit of being a

huge growth area on

social platforms

Twitter Advertising for EVERYONE – Promoted Tweets

• Can feature text,

images, links, video, the

lot!

• Generally a lower cost

than other Twitter ads

• Larger space for image

than other ad types (but

image URL has to be

included in tweet)

RTs Clicks

Twitter Targeting

Ad 1

Ad 1

Ad 2

Ad 3

Ad

Unsuccessful

Ad

Unsuccessful

Ad

Unsuccessful

Ad

Successful!

End of

Campaign

End of

Campaign

End of

Campaign

Next

Campaign

Running one ad

Running multiple ads

Always think MOBILE-FIRST

Final Twitter Advertising Tips

• Use a Twitter tracking pixel on landing pages to

accurately track conversions.

• When promoting an article or eBook, create a

striking graphic of an interesting statistic to use

as the ad image.

• Start by experimenting with promoted tweets,

then try other formats if your budget allows it

and your content is of a very high quality.

(via @StatistaCharts)

Why choose LinkedIn?

Global professional audience Professional mind-set Highly specific advertising features

Incredible results!

3 self-serve Ad Types

Sponsored Updates and Direct Sponsored Updates

3 self-serve Ad Types

Text Ads

Lead Nurture

Engage

Data capture

Follower growth

Blog posts

Questions

Industry news/stats

Free templates

eBooks

Whitepapers

Research Reports

B2B content / Lead nurture

Highly advanced targeting

Where in the world do

you want to target?

Let’s drill down a bit

further:

TIP: Try and keep your target audience within 60,000 and 600,000.

Audience too narrow, and other problems

Too narrow

Ad fatigue

Ad dropped

Ask yourself what you want to get and what

you’re willing to pay for it

TIP: Highly target your ad copy and pay by CPC, ensuring

you can expand your audience and only pay for what YOU

want!

Final LinkedIn Advertising Tips

• Test your copy with Direct Sponsored Updates

• Re-run your best ads after a period of rest

• Although you can’t refresh images, copy or

links, you can create Direct Sponsored Updates

to mimic previous ads with new links, copy or

images.

Featured Example:

WOW!!

Conversion Rates of 25%+

We got a

CPA of £7,

Julie!

Great job,

Mike!

What ads can I buy?

In-display:

Also appears in:

• Search results

• Watch-now

• Homepage

What ads can I buy?

In-stream skippable, long non-skippable

and other non-skippable:

Can appear as:

• pre-roll

• mid-roll

• post-roll

Massive worldwide reach

Identify users worldwide:

Sophisticated targeting features

Define by where you want your ad to show:

In-display Advertising Tips

• Target users on informational keywords (for

B2B/B2C)

• Aim for maybe a minute and a half of content to

give viewers information

• This is the best type of video format for in-

display information videos

In-stream Advertising Tips

• Optimise the first few seconds of the ad

• Set up annotations to direct people off-site

• Viewers tolerate mid-roll video ads more than

pre-roll

Non-skippable Advertising Tips

• Don’t annoy your audience, make sure these ad

types are engaging, informative and highly relevant to

your target audience.

• Additional Tips:

-Try to get a viewer to take an action within 30 secs

-Get to the point quickly.

-Tell a great story.

Tumblr: 200 million blogs publishing 80 million posts per day.

Demographic is young and engaged, clever, creative,

innovative, wacky.

Pinterest: Buyers referred by Pinterest 10X more likely to

purchase

68% female, use platform as a wish list for purchases.

Instagram: Hit the ‘like’ button 2.5 billion times a day

Most popular among young users, highly engaged. Tests well

with consumer products.

115 million monthly unique users and a

chance at making your content go viral!

OR

What’s the next big thing?

Jamie Pitman

Content and Social Media Manager

https://uk.linkedin.com/in/pitmanjamie

Stephen Smith

Content and Social Media Executive

https://uk.linkedin.com/in/stephenjasmith

THANK YOU FOR LISTENING!

T: 08455 440223

W: www.whitehatmedia.com

E: talktome@whitehatmedia.com

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