Download - Social Advertising for Small Businesses
Lunch & Learn: Social Advertising for Small Businesses
Presenter: Date: Location:
Wendy Hwang and Anna Hutson September 12th, 2012 Formic Media, Inc.
Formic Team
• Launched in 2008 to service small business & partners
• Specializes in search, social and website development
• 100% of Account Team Google AdWords & Google Analytics Certified
• 7 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,
etc.) • Focus on education via monthly Seminar Series
Social Advertising for Small Businesses
Lunch & Learn
Social Advertising Overview
Social Advertising for Small Businesses
Social Ads Overview Social Advertising for Small Businesses
What is Social Advertising?
Ads that employ the social stream to harness amplification. Helps defeat “banner blindness”
Social Ads Overview Social Advertising for Small Businesses
Many Platforms to Choose From
Social Ads Overview Social Advertising for Small Businesses
Social Ads Overview Social Advertising for Small Businesses
Why use Social Advertisements? Know Your Goals! • Increase Exposure • Increase Sales or • Lead Generation
• Webinars, Newsletters, Website, etc. • Reduce Advertising Costs
• Less expensive w/ better results than traditional advertising
• Build a Loyal Fan Base • Interact, engage, and nurture fans (continuity)
Social Ads Overview Social Advertising for Small Businesses
What are you trying to promote? What’s the goal of the ad?
Lunch & Learn
Facebook Ads
Social Advertising for Small Businesses
Facebook Ads Social Advertising for Small Businesses
Why Use Facebook Ads? • Gives you most control with messaging. • Many options for advertising.
o External URL o Facebook Event o Business Fan Page
• Micro-Targeting!! o Allows advertisers to reach anyone the
advertiser chooses.
Facebook Ads Social Advertising for Small Businesses
Use the search bar to find a Facebook Page or enter a URL to enter the ad destination.
Facebook Ads Social Advertising for Small Businesses
Facebook Suggested Ad
Facebook Ads Social Advertising for Small Businesses
Or enter a URL and add your own text
Facebook Ads Social Advertising for Small Businesses
Anatomy of a Facebook Ad
Facebook Ads Social Advertising for Small Businesses
Copy • Keep it simple - less is more.
• Allowed >135 characters in the body, but stick to <95 • Include a call to action. • Check Facebook rules for language pertaining to:
• Race • Religion • Age • Sexual Orientation
• Financial Status/Info • Membership in Unions • Criminal Record • Disability/Medical Condition
Facebook Ads Social Advertising for Small Businesses
URL • Must function properly in all browsers • No pop-ups or auto-downloads • Don’t shrink URL
• Transparency creates trust
Facebook Ads Social Advertising for Small Businesses
Image: • Use eye catching images (no animation or flash) • Relate to the text & call to action. • Be visible when shrunk to thumbnail size.
• Images display at 100 x 72 pixels.
Standard Page Ads Social Advertising for Small Businesses
To a Custom App
Standard External URL
Social Advertising for Small Businesses
To a External Webpage
Sponsored Story Social Advertising for Small Businesses
Utilizing Social Connections • Allows advertisers
reach people that are friends of fans who’ve already “Liked” the page.
• Are auto generated & not editable but generally provide higher click through rates.
Sponsored Page Post Social Advertising for Small Businesses
Choose between Sponsored Page Post & Sponsored Page Like
Specific Post Ads Social Advertising for Small Businesses
Increases the visibility amongst users who aren’t already fans or didn’t see the story
Choose Your Audience Social Advertising for Small Businesses
Utilize Facebook Insights
Choose Your Audience Social Advertising for Small Businesses
Ad Targeting
• Location • Age • Gender • Likes & Interests • Education • Relationship
Status • Language • Workplace
Objective Social Advertising for Small Businesses
Impression Priced based on number of views, or times the ad showed on user’s pages.
OR
Facebook Ads Social Advertising for Small Businesses
Cost per Click (CPC)? charged based on number of ad clicks.
Facebook Ads Social Advertising for Small Businesses
Submit, Monitor, and Tune
• Avoid Ad Fatigue • A/B Test
• Run similar ads with minor changes. Experiment with text copy, image, & headline to find the most successful performing ads.
• Pause ads what aren’t performing well
• Experiment with times of day to publish ads based on performance.
Facebook Ads Social Advertising for Small Businesses
Facebook Ads Social Advertising for Small Businesses
Various Reports & Export Options
• Advertising Performance
• Responder Demographics
• Actions by Impression Time
• Inline Interaction • News Feed
Social Ads Overview Social Advertising for Small Businesses
Formic Case Study – ThinkThin By clearly defining goals, proper launching, targeting and testing Facebook ads Formic was able to achieve the following stats in just 1 month. • 44% increase in “Likes” • 40% increase in Post Interactions • 17% increase in Post Feedback • 749 contest submissions
Lunch & Learn
Twitter Ads
Social Advertising for Small Businesses
Twitter Ads Social Advertising for Small Businesses
Location
Twitter Ads Social Advertising for Small Businesses
Budgeting
Twitter Ads Social Advertising for Small Businesses
Promote Your Tweet
Twitter Targeting Social Advertising for Small Businesses
By Interest using @username
Twitter Targeting Social Advertising for Small Businesses
By Interest
Twitter Targeting Social Advertising for Small Businesses
Reporting
Twitter Targeting Social Advertising for Small Businesses
Lunch & Learn
LinkedIn Ads
Social Advertising for Small Businesses
Social Ads Overview Social Advertising for Small Businesses
Who is on LinkedIn?
Social Ads Overview Social Advertising for Small Businesses
Social Ads Overview Social Advertising for Small Businesses
Social Ads Overview Social Advertising for Small Businesses
Social Ads Overview Social Advertising for Small Businesses
What is LinkedIn Ads? • LinkedIn Ads is a self-service advertising
solution that allows you to create and place ads on prominent pages on the LinkedIn.com website.
• Specify which LinkedIn members view your ads by selecting a target audience: by job title, job function, industry, geography, age, gender, company name, company size, or LinkedIn Group.
Social Ads Overview Social Advertising for Small Businesses
It is important to define your advertising goals before launching your campaign. • A. If your goal is to generate clicks to your website at
a certain cost per click (CPC), use the My Ad Campaigns tab and Reporting tab.
• B. If your ultimate goal is to generate leads, inquiries, or sales that result from the clicks that you receive, you need to track users’ actions on your website and attribute those actions to your ads on LinkedIn.
Social Ads Overview Social Advertising for Small Businesses
How to measure ad performance & ROI? • Your click-through rate (CTR) is a good indicator of
how your ad is performing. In general, good ads have a CTR greater than 0.025%.
• Important: Monitor your ad's click-through rate (CTR) on a regular basis. If the CTR of your ad drops, refresh the ads with new images or ad text. A good practice is to refresh your ads at least once per month.
Social Ads Overview Social Advertising for Small Businesses
What will ads look like? • Headline (up to 25 characters of text) • Description (up to 75 characters of text) • From: (your name or any company) • Image: (50x50 pixel image) • URL (website people visit once they click on your ad)
Social Ads Overview Social Advertising for Small Businesses
Where will ads be shown? • Profile Page (when users view the profile of other
LinkedIn members) • Home Page (the page that users see when they log in
to LinkedIn) • Inbox (the page where users see messages and
invitations to connect) • Search Results Page (the page that results when you
search for a member by name) • Groups (on pages in LinkedIn Groups)
Social Ads Overview Social Advertising for Small Businesses
An Example: On a user's Home Page, (1) your ad text may appear in a single line across the top of the page or (2) both your image and ad text may appear with up to 2 other ads in the rectangular ad unit in the right column of the page.
Social Ads Overview Social Advertising for Small Businesses
Who will see the ads?
Target By: Examples: Job Title
“Patent Attorney” or “Sr. Laboratory Technician” or "Registered Nurse"
Job Function
“Sales” or “Engineering” or "Marketing" functions
Industry
“Banking” or “Biotechnology” industries
Geography
“United States” or “Netherlands” or “Toronto”
Company Size "1-10" or “500-1000" people Company Name
"GE" or "Hewlett-Packard" or "FedEx"
Seniority “Vice President” or “Owners” Age “18-24” or “35-54” Gender "Female" or "Male" LinkedIn Group
"Business Intelligence Group" or "Corporate Real Estate"
Social Ads Overview Social Advertising for Small Businesses
How much do ads cost? • You can set your budget as low as $10 or as high as
$1,000 or more. • Pay per click (CPC) or per 1,000 impressions
(CPM) • There are two options for how to pay for your ads: Pay
per Click (CPC) and Pay per 1,000 Impressions (CPM). Each click will cost between $2.00 (the minimum cost per click) and your bid.
Social Ads Overview Social Advertising for Small Businesses
How to create effective ads • Choose words that grab the attention of your target
audience. • Give people a reason to take notice and click to learn
more by highlighting special offers, unique benefits, whitepapers, free trials or demos.
• Include strong call-to-action phrases like Try, Download, Sign up, or Request a Quote.
• Include an image with your ad that's relevant to what you offer. The LinkedIn background color is white, so images with bright colors are more likely to capture the attention of your audience.
Social Ads Overview Social Advertising for Small Businesses
Tip: Monitor your Click Through Rate (CTR) - It's common for the CTR of your ad to decline if you continue to display the same ad week after week. A good practice is to refresh your ads at least once per month with new ad text or images.
Social Ads Overview Social Advertising for Small Businesses
Social Ads Overview Social Advertising for Small Businesses
Tip: Create multiple ads for each campaign - Within your campaign, create at least 3 ad variations -- varying the ad text, call-to-action phrases, and images. You can create up to 15 different ads within a campaign
Social Ads Overview Social Advertising for Small Businesses
3 ads variations that a university might create to promote its graduate business program
Social Ads Overview Social Advertising for Small Businesses
Make sure to create ads that resonate with that particular audience. • Geography: Choose one or more geographies for your
campaign, especially if your products or services only appeal to users in certain countries or cities.
• Industry: Examples of industries: Banking, Real Estate, Internet, and Automotive.
• Job Function: Target by job function if you want to limit your ads to people who are in one of 20 broad job functions.
(Cont.)
Social Ads Overview Social Advertising for Small Businesses
Make sure to create ads that resonate with that particular audience. • Job Title: Target by job title if your offerings are relevant
to people with a specific job title. • LinkedIn Groups: People express their interests, skills,
and expertise by joining LinkedIn Groups. Add members of groups to your target audience.
Tip: Search for groups using the LinkedIn Groups Directory.
Social Ads Overview Social Advertising for Small Businesses
Additional/Customized LinkedIn Advertising Solutions
Social Ads Overview Social Advertising for Small Businesses
Additional/Customized LinkedIn Advertising Solutions
Social Ads Overview Social Advertising for Small Businesses
Additional/Customized LinkedIn Advertising Solutions
Social Ads Overview Social Advertising for Small Businesses
Additional/Customized LinkedIn Advertising Solutions
Social Ads Overview Social Advertising for Small Businesses
Additional/Customized LinkedIn Advertising Solutions
Social Ads Overview Social Advertising for Small Businesses
Formic Case Study – Revelar By implementing properly targeted campaigns, refining messaging and frequently altering ads to avoid image burnout, Formic delivered the following results in the first five months the campaigns were active: • Total cost of campaigns: $654.91 • 327 clicks • 19 conversions • Cost per lead: $34.47
Social Ads Overview Social Advertising for Small Businesses
Formic Case Study – Swimfish, Inc. By implementing an extensive advertising campaign on LinkedIn in order to combat the inflated cost-per-click on AdWords, Formic delivered the following results: • Decreased the average CPC by 56.80% • Increased visitors to the site by 81.33% with a lower
total ad spend. • In addition, the LinkedIn Advertising conversion rate
was 1.22% higher compared to AdWords.
Social Ads Overview Social Advertising for Small Businesses
Resource Links
• Facebook Ad Guidelines • Facebook Copy, Image, Targeting & Destination
requirements • LinkedIn Ad Guidelines • Twitter Ad Rules & Best Practices
What We Do
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