About Me
Sahil Jain, CEO and Co-founder of AdStage, @sahilio
• Co-founded first company, YC & SV Angel backed, Trigger.io at 20
• Dropped out of UC Berkeley to join AOL Corp Dev. at 19
• Dropped out of High School to join Yahoo! Mobile at 17 and worked in the professional video game industry before that
About AdStage
Manage ad campaigns across Google, Bing, Facebook, LinkedIn, and Twitter
14 day free trial
Today’s Agenda
• The reality of paid search • The future of online advertising • Comparing search and social advertising • How to amplify your paid search campaigns with social • Setting up targeting on social networks
Time Spent Per Day on Social Media
41 MIN
21 MIN
21 MIN
10 MIN
17 MIN
17 MIN
Source: eMarketer, November 2014
Reach and Scale
Updated: March 2016
1.59B USERS
400M USERS
100M USERS
414M USERS
302M USERS
100M USERS
Aligning advertising efforts to optimize paid search campaigns, outside of AdWords
Integrating Social with Paid Search
Paid Search Versus Social Ads
SEARCH SOCIALDelivers clicks, exactly what you pay for Delivers brand recognition and free traffic
Shows relevant intent-based content Provides content discovery via articles or videos
Drives direct response based on a user’s query Drives long term engagement
Triggers purchases for promotions Triggers purchases for visual product categories
Targets keywords Targets people/personas
Where Search Ads Optimize the Marketing Funnel
INTENT Search
CONVERSION Search and Social
AWARENESS Social
Retargeting
How to Optimize Search Outside of AdWords
INTENT Search
CONVERSION Search and Social
AWARENESS Social
Retargeting
Creating Social Ads to Drive Awareness
Billboard ad Print ad
Video ad
Facebook ad
Apple iPod
Display ad
Core Persona Targeting on Facebook
• Device
• Likes and Interests
• Demographics
• Behaviors
• Workplace
• Education
• Connections
Driving Conversions on Social
Retargeting
INTENT Search
CONVERSION Search and Social
AWARENESS Social
Retargeting with Website Custom Audiences
LAST SEEN ON YOUR WEBSITE
WEBSITE ACTIONSENGAGEMENT WITH VIDEOS
Bonus Tools to Drive Awareness Faster
INTENT Search
AWARENESS Social
CONVERSION Search and Social
Retargeting
Ways to Create Lookalike Audiences
WEBSITE VISITORS
SEED LIST OF EXISTING
CUSTOMERS
CONNECTIONS THAT HAVE LIKED
YOUR PAGE
Targeting Capabilities Across Social Networks
Facebook Twitter LinkedIn1.59 Billion Users 302 Million Users 414 Million Users
Interest, behavior, and demographic targeting
Interest, keyword, handle, and demographic targeting
Company, job title, skills, and demographic targeting targeting
Lookalike audiences Similar user targeting N/A
Custom audiences Tailored Audiences N/A
Ad Specs for Social Creatives
Facebook Twitter LinkedInUp to 45 minute videos Up to 10 minute videos YouTube video URLs
1.9:1 ratio for Link Ads (1200x628 recommended)
2:1 to 1:1 ratio for Promoted Tweets(1200x628 recommended)
1.91:1 ratio for Sponsored Updates (1200x627 recommended)
Lead ads Lead gen cards N/A
What You Can Do Today
• Create your ad accounts on Facebook, LinkedIn, and Twitter
• Create your ideal persona targeting for Facebook, LinkedIn, and Twitter
• Upload a list of existing customer email addresses to Facebook and Twitter
• Ensure you have the recommended image sizes for your social ads
• Create your first campaign on a social network
Questions?
CEO and Co-Founder of AdStage
@sahilio
SAHIL JAIN
bit.ly/slcsem-april2016
For today’s slides SLCSEM.org
@adstage