finding your sweet spot advertising on social networks
DESCRIPTION
My presentation from ClickZ Toronto. How can you target your campaigns on Facebook, LinkedIn and Twitter to find the audience most likely to react. What categories are good, what are not so good and what are some nifty tricks to get the most out of your PPCTRANSCRIPT
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the social sweet spotaaron levydirector of ppc
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seer.is/jobbies
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@bigalittlea
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73% of internet users are on social networks
pewinternet.org/fact-sheets/social-networking-fact-sheet/
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207 million users age 13+ in north america*
*source: really fuzzy math
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6pewinternet.org/fact-sheets/social-networking-fact-sheet/
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7pewinternet.org/2013/12/30/social-media-update-2013/
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61.1 million
50.1 million
197.4 million
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9flickr.com/photos/jasonparis/
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AGE
CAR
@bigalittlea
WORKPLACESMELL
COLLEGEINTERESTMUSIC
JOB
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11flickr.com/photos/rhoadeecha/
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• flickr.com/photos/throwingstars/
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find your sweet spot
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remember:these are people
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15@bigalittlea
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a jillion* different targeting categories
*number may be approximated@bigalittlea
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resist the urge
flickr.com/photos/tropicaliceberg
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they‘re not all good
@bigalittlea
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job title
skillsage
@bigalittlea
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sorta?
back in the day?
nope.
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job title
skillsage
@bigalittlea
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partner network
@bigalittlea
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job function
company name
groups
@bigalittlea
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company size
flickr.com/photos/joeshlabotnik/
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pick the right sized target
• flickr.com/photos/imelda/
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bigger ask?pick bigger companies
flickr.com/photos/donhomer
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right company sizedecision makersactive=
@bigalittlea
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workplace
broad category
friends o friends
@bigalittlea
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great.
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workplace
broad category
friends o friends
@bigalittlea
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workplace
broad category
age
@bigalittlea
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partner categories
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education
ageprecise
interests
@bigalittlea
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right demographichas moneyactive interest=
@bigalittlea
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37@bigalittlea
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39@bigalittlea
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keywords in timelineinterestsearch resultsagegenderblah
@bigalittlea
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similar to followers
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reach followers of competitors
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twtrland@mbwdimarco
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44@bigalittlea
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little bird@katypit
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find new influencers
seer.is/littlebirdz@bigalittlea
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demographics pro (@mmstll)
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48@bigalittlea
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followerwonk@harrisneifield
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50@bigalittlea
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find YOUR happy place
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let‘s get weird
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retargeting
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FBX = good*
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*…if you’re responsible
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twitter = yeesh.
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custom audiences:a little funky
flickr.com/photos/mckln/
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don't:
dump your email list and go nuts
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do:
cross & upsellre-activatepush
flickr.com/photos/jflinchbaugh
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extra stalky bonus trick
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seer.is/jobbies