The Basics of Social Media Advertising

April 29, 20101:00 PM – 2:00 PM (EDT)

Who We Are

Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.

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Who We Are

Hanny HindiClickable Search Marketing Guru

Max KalehoffClickable Search Marketing Guru & Vice President of Marketing

Agenda

Our Goal Today: Introduce the Basics of Social Media Advertising.

1. The basics of social media advertising’s costs, ad copy restrictions and bidding procedures.

2. What you need to know to make an informed decision about whether to advertise on social media networks.

3. Strategies for “hyper-targeting” users on.

4. Incorporating social media advertising into a larger social media strategy that includes Twitter feeds and Facebook fan pages.

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Social Media Today

• Online media that facilitates social interaction• The first major innovation in online

advertising since search.

• Companies with major scale (especially Facebook) are creating new opportunities for advertisers.

• These are opportunities that advertisers will need to seek out; they aren’t going to make their way into the search networks.

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History of Social Media Marketing

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Earned Social Media Tactics

Social Advertising

Social Media Advertising Audience

• Facebook: 400 million members, spending half a trillion minutes per month on the site.

• MySpace: 250 million members, 60 million unique users each month.

• Twitter: over 100 million members, 55 million tweets a month.

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Where Does Social Media Advertising fit into Your Overall Advertising Plan?

• Branding: engaging your audience and fans:• Create a page with useful, current information.• Integrate social media features into your website.

• Direct Response: performance advertising:• Create a social PPC campaign.• Track performance against your other direct response channels (SEM,

email, etc.)• Spend more in whichever channels yield best results.

What is the purpose of your advertising?

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Maintaining a Presence on Social Media SitesPages or Profiles Pay-per-click (PPC) ads

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Social Media Profile Pages

• Profile pages are like miniature Web pages within social media sites.• Any company, brand or organization can make an advertiser page

for free.• Customers and potential customers can become “friends” or “fans” or

your business or brand.• Can include information about your business, such as:

• Hours• Location• Website• Menu/list of services

• Can (and should) include other dynamic content, such as:• Your updates (e.g., “Sale this week only!”)• Comments left by your customers and fans• RSS feed of your blog

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Social Media Profile Pages

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Social Media Profile Pages

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Social Media Profile Pages

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Social Media Profile Pages

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Best Practices for Social Media Pages

• Use profile pages as landing pages for branding campaigns, and external sites for direct-response campaigns.

• Make sure somebody within your organization can manage profile pages on a day-to-day basis; the information on those pages is too specific and dynamic to outsource.

• Take advantage of the ability to mass-message your fans/friends/followers.

• Decide whether to display your customers’ comments.• If you do, you’ll need to moderate them.• If you don’t, you’ll need to fill that blank space somehow.

• Don’t create a page just because, and then leave it blank, out-of-date, or ugly. It’d be better to not have one at all.

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Who Should Create a Social Media Profile Page?• If you have real-world fans or members:

• Local pizza place, ice cream shop, coffee house• Consumer brands• Membership-based organization (church, club)

• If you have a service or product that people might search for on Facebook.

• Results are localized• Not a lot of competition

• If you want to provide your customers with a hip, casual way to interact with you and each other.

• If you want to be able to target advertising and messages specifically to your fans.

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Social Media Pay Per Click Ads

• Social PPC ads are like SEM content match ads• Auction-based, PPC pricing• Ads appear within content pages (not search results pages)• Typical click-through rates (CTR) are comparable• Ads are narrowly targeted to a niche audience

• Important differences from content match ads• Targeting: Social/demographic, not contextual.• Ad creative formats: 125 character descriptions, should

always include images.• Account structure: No ad groups.

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Creating Targeting “Personas”

• Define your user personas in business terms, rather than starting with targeting options• “18-25 yr. old male college graduates with an interest in chess”• “unmarried 20-25 yr. old women living in Pennsylvania”• And so on…

• Once you’ve defined your personas, use the social network’s targeting options to implement them.

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Social Media PPC Ads: Ad Targeting

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Social Media Ads are not contextually based on page content. They are always targeted to the user’s profile data.

Ads are for a 30-year-old college-educated male in Baltimore.

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Social Media PPC Ads: Ad Creative

• Destination URL• Title (25 chars)• Body text (125 chars)• Image (optional)

• Best Practices• Everything that’s good writing practice for SEM still applies.• Include an image.• Directly address your target audience by age, gender, location

and interest.

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SEM Account Structure

Campaign: Set budget (contains ad groups)

Ad Group: (contains targeting parameters & ads)

pizza

Keywords:

pizza delivery

order pizza

pizza online

cheap pizza

Ad Group 2keywords ↔ ads

Ad Group 3keywords ↔ ads

Ad Group 4keywords ↔ ads

Ads:

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Social Ad Account StructureAd: Set budget (contains targeting parameters and one ad)

Targeting Parameters:• NYU student• Manhattan• 18-22

Single ad creative

Ad 2Targeting Parameters ↔ Ad Creative

Ad 3Targeting Parameters ↔ Ad Creative

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Social Media PPC Ads: Management, Structure & Optimization

• No groupings of ads into ad groups or campaigns• Each “ad” pairs targeting options with single ad copy

• Budgets and bids are set on individual ads

• Best Practices• Create many small, narrowly-targeted ads.

• Track conversion rates and ROI separately for each ad.

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Who Should Use Social Media PPC Ads?

Do try social media ads If you can describe your target

audience in terms of their social, cultural, demographic or psychographic characteristics.

Think twice … If your target audience cannot

be described by social ad targeting parameters.

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Who Should Use Social Media PPC Ads?

Do try social media ads If you have good enough

performance analytics to compare social PPC ads to your other media source and know if it works.

Think twice … If you won’t be able to tell

whether they’re working, or how high a bid is cost effective.

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Who Should Use Social Media PPC Ads?

Do try social media ads If you’ve had success with

search engines’ Content Network ads.

Think twice … If you’ve never tried SEM

content match networks.

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Who Should Use Social Media PPC Ads?

Do try social media ads If you have some prior experience

with managing PPC ads.

Think twice … If you’re new to online advertising.

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The Interaction of Search and Social• Make your PPC campaign, profile page and traditional website

complement one another.• Custom social network-specific landing pages for PPC.• Include content from your website on your page.• Interact with your customers on your Facebook page, and listen to their

feedback.

• Use Facebook social plugins to integrate your website into Facebook.

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Getting Started Now

1. Join Facebook and Twitter. Learn how they work.

2. Create a company profile page.

3. Create a single practice ad for a tiny niche.

4. Create a broad ad covering many customers.

5. Over time, refine your broad ad into many smaller niches with custom ad creatives.

6. Integrate Facebook and Twitter sharing features into your website.

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http://www.facebook.com/advertising/ http://advertisting.myspace.com

Simplifying SMA with Clickable

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How Clickable Can Help

1. Let Clickable Assist Account Associates create and manage Pay-Per-Click Facebook Ads for you.

2. Create and edit Facebook edits in Bulk with Clickable Pro.

3. Track performance alongside Google, Yahoo and Microsoft with Clickable Conversion Tracking.

4. Report search and social performance side-by-side.

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http://www.facebook.com/advertising/ http://advertisting.myspace.com

How to Sign Up for Clickable

Simply go to www.clickable.com/signup and try the Pro product free for 15 days.

If you want more support, consider Clickable Assist, our fully-managed solution: www.clickable.com/assist

Or email us: editor@clickable.com

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