how to use your contentfor paid social media
TRANSCRIPT
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
• 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
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Social Media Effectively’
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