social media advertising overview: facebook, twitter & linkedin

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B&G Foods Coffee Break Moms

Social Media Advertising:Facebook and Twitter and LinkedInOh My!

Stephanie Schwab

@stephanies

April 15, 2015

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Welcome! Excited to be here. Whos currently using social advertising? Who wants to learn more?

Talk about three major social advertising platforms: Facebook, Twitter and LinkedIn

For each, well discuss generating awareness, leads and sales through social ads today were not focused on growing your Likes on Facebook, your Twitter following or your LinkedIn Company Page followers.

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Source: http://www.slideshare.net/WishpondTechnologiesLtd/social-media-roundup-2014

Social advertising is big, and Facebook, LinkedIn and Twitter are the big three of social advertising, with Facebook far ahead of the pack. Well talk about all three platforms, why to use them, what theyre best used for, and give some tips on how to implement social ads in general.

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All of the ads were covering are the kind of ads you can run yourself against targeted audiences, without sophisticated media buys or creative.

Its important to note that this type of advertising is all auction-based. If youre familiar with Google AdWords, you know what that means you are bidding against others who want to run ads at the same time to the same audience as you.

This means:

youll need to be flexible in your approach and targets

youll want to allocate enough budget to really understand how each ad platform performs

youll need to test and test and test

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Testing in social advertising isnt a one-time thing

Youre going to test initially, then test again, then keep testing

We call this test and roll youre constantly adjusting your ads based on whats performing the best

Constantly try new things: new visuals, wording, calls-to-action

Refine your audiences, too maybe new competitors have cropped up that you can target against, or there are new industry buzzwords to target

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As with all advertising, social advertising does best with a strong call-to-action

Incorporate a CTA into your copy and possibly your headline

Also: use all available assets. Ads with images always convert better than plain text ads. Dont skip anything available within an ad.

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Each of these three platforms has excellent analytics

Use analytics to improve poorly-performing ads and further optimize good ones

A/B test ads against each other never run just one ad at a time, always run at least two (or more) targeting the same user group, so you can determine what ad copy, image and headline perform best

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Facebook is still the top banana in social media. People of every demographic are on Facebook, and even if you dont have a B2B presence (or you dont pay much attention to it), you can still use Facebook Ads to target the right people for your product or service.

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Use Facebook ads because.Everyone is on Facebook, even B2B employees

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71% of all online adults use Facebook, making it the top social destination for adults. Targeting ads here means youre reaching a huge proportion of the population, and the targeting is good enough that it can work for B2B marketers.

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Target based on demographics and interests

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Facebooks targeting is based in part on what users put in their profile, and also on what Facebook deems users interests

You can also target based on a users relationship with another entity with your competitors, for example, or relevant complimentary businesses

While the targeting isnt as business-specific as LinkedIn, through interests, behaviors and connections you can get pretty granular with your targets, and a test-and-roll strategy will help you refine even further

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Broad range of ad goals

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Today were focused on page post engagement, clicks to website, website conversions, and offer claims things that you as a B2B marketer are most likely to want to do

Some of these ad types will require you to add a pixel a small piece of tracking code to your website. Youll need it to track website conversions, in particular.

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Page Post engagement

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Also called boost posts this is when you make a page update available to a broader audience, or ensure that its seen by your page fans. You pay when someone clicks, Likes, shares or comments on a post.

Given that less than 10% of most page fans see most status updates, boosting posts can be vital to the success of a Facebook page. You could boost posts that highlight special content from your site or a blog post. Youll see engagement on the post as a result, plus also click-throughs if thats what your content leads to.

You might boost posts only to your Facebook audience, to make sure that your opted-in fans see your content, or you might boost to a wider audience.

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Clicks to website

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This is when you send traffic back to your site or blog. Engagement is a secondary benefit (but it does happen). You want to use clicks to website if you have an offer or something to sign up for, like an offer, a sweepstakes/promotion, or a survey you can capture names and emails on the form on your site.

You pay when someone clicks on these ads.

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Website conversions

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This might look exactly like a Clicks to website ad, but its going to have a pixel added to the code of your site. That way youre not just tracking clicks, youre tracking all the way through to a form fill or even a sale. This helps you to better determine the ROI of your Facebook ads, and its highly recommended if youre able to control your site enough to add the pixel to the offer or sales thank-you page.

You pay for clicks, but you can optimize based on conversions.

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Offer claims

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Offers work really well for special content or promotions, event tickets, or a discount.

Theyre best when theyre time-limited people will opt-in if they feel theres a deadline.

When someone clicks on an offer, Facebook sends them an email with the details of how they should claim it at your site along with terms & conditions. You direct the user to the right place when you set up the ad.

You pay for these ads based on clicks to the Get Offer button.

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Budgeting

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Facebook ads are fairly low-cost, generally the least expensive of the three platforms well cover today.

We recommend testing with $250-$500 to start, allocated over a week or two, and across multiple ads and target groups. If youre testing different types of ads, you may need even more budget. Maintaining a steady budget will help you overcome the ebb and flow of the bidding process.

On Facebook, you might bid between $$0.50-$3.00 per click. Average will probably be in the $1.00-$2.00 range but it could even be under $0.50. Test and roll to determine what works best for you.

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Analytics

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Facebook has the most powerful analytics of all three platforms, but its not the most intuitive or easiest to use. Youll get great data on impressions, clicks, click-through rates, costs, and which ad creatives work best. Test everything and never run just one ad at a time so you always have something to compare.

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23% of adult internet users use Twitter, and the audience is very tech- and pop-culture savvy and heavy with users under 50.

There are five main categories of Twitter ads:

Followers

Website clicks or conversions

Tweet engagements

App installs or engagements

Leads

Well cover website ads, tweet engagements and leads today, as theyre likely to be of the greatest interest to most B2B marketers

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Use Twitter ads because.Volume and usage among B2B is high

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Source: Twitter

Although Twitter targeting is not as sophisticated as Facebook or LinkedIn, you can still get pretty granular to find the right audience for your product or service.

According to Twitter, 78% of executives use Twitter daily for business purposes, and they do so to stay up to date on trends, discover new tech, and stay up to date with peers and resources

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Target based on location and interests

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Source: Twitter

Primary targeting is based on location; thats the item Twitter has most reliably for most users. Gender and languages is less effective. Devices, platforms and carriers is very granular and may not be applicable to all businesses.

The more powerful targeting, but that which is slightly less specific, is targeting by keywords, followers (of someone else), or interests. Keywords and interests are similar to Facebook, and followers is based on the followers of the @handles you input. You could target the competitors or aspirational businesses we find this very powerful for our clients.

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Ad goals

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Three main reasons B2B marketers like Twitter is because of the immediacy of goals that ads can drive.

You can drive traffic to your site, create greater engagement with your Twitter content, or grow leads

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