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Making Social Ads Work for B2B
Ian Mackie
Director of Strategy
Point It, Inc
Logistics
• Webinar is being recorded
• A link will be emailed within 24 hours
• Feel free to ask questions during the webinar via the chat option
– Any unanswered questions will be responded to following the webinar
Who is Point It?
› Founded in 2002
› Seattle-based digital marketing agency
› SEM, SEO & Display
› Web & landing page development
› Social Advertising
› Mobile (app) marketing
› $40 MM in managed media each year
› Servicing clients across all verticals and revenue models
› Visit our booth at SMX Advanced in Seattle 6/11 – 6/12
Agenda
› Changing How We Think About Social Ads
Isn’t B2B Supposed to
Be Social?
“With the advent of the internet, the behavior of buyers – the way they
identify, understand, evaluate, and buy products – has fundamentally
changed. ” – Eloqua Blog
› Sales cycles are often much longer for B2B products
› B2B products are often far more expensive
› Purchasing decision involves multiple individuals & teams
6
“Experimenting with new tactics is important, but marketing leadership must
also seek out the right tools and partners that can help their teams pinpoint
which digital elements of the online marketing mix reach the right buyers and
produce results that help the business reach revenue and growth goals — not
just reach.” – Forester
7
Targeting the right audience
Influence purchasing decisions
Nurture existing
relationships
Scale & Automation
Measure Results
It’s far more than likes & follows…
DISPLAY Predictive RON SOCIAL Ads
DISPLAY Behavioral TargetingDISPLAY Placement & Topic
DISPLAY Mobile Geo-FencingSOCIAL Ads
DISPLAY 1st Party RetargetingSEARCHSOCIAL Ads Retargeting
SOCIAL
Awareness
Interest
Purchase
Sharing
What You Need to Know
› Forget Standard ads
› Expensive
› Extremely low CTR
› Require almost daily optimizations
› Sponsored Updates
› Promote content directly in feed
› Significantly higher CTR (than standard ads)
› Generally lower CPCs (than standard ads)
The Power of Targeting
Campaign Settings
Lead Collection:
Sponsored Updates Tips & Tricks
› Clear value proposition & call-to-action
› Landing page must match content & offer (white paper, case study, etc.)
› Develop a social calendar and maintain min of 2-3 posts at all times
Frequency Caps - a user can only see up to 4 updates from a single company
page within a 48 hour period
Out of those four, they can only get a single message once. If you only have
one piece of content running, a user only has a chance to get a single post
within 48 hours
If you only have a single piece of content, try posting it 3 more times with a
different header/intro each time to increase the odds of people seeing it
Take advantage of incomplete profiles by using exclusion targeting
› Tag URLs with unique parameters that allow you track back performance to specific
ads & campaigns/targeting
What You Need to Know
› Tailored Audiences (aka: Retargeting)
› Cookie IDs (website visitors)
› Adara, AdRoll, BlueKai, Chango, DataXu,
Dstillery, Lotame, Quantcast, ValueClick, x+1
› CRM (Email addresses)
› Acxiom, Brand Networks, Datalogix, Epsilon,
LiveRamp, MailChimp, Merkle, SocialCode,
Salesforce ExactTarget
› Twitter IDs
› Brand Networks, Shift, SocialCode
› Twitter Cards
› Enhance tweets with interactive content
› Lead Generation & Website Cards available in
Ads dashboard
Twitter’s Ad Ecosystem
› Promoted Tweets
› Get your message in front of those who matter at the right
moment
› Amplify messaging
› Promoted Accounts
› Grow your community
› Pin a Tweet
› Pin a tweet to top of profile page
› Free to use & update anytime
Tailored Audiences
Twitter Cards
“…not about us, not about our content or our brand; it’s about the
experience that we can deliver for the end social user. We’re not going to
tweet just for the sake of tweeting, or just to maintain a schedule because we
have to. If we tweet, it’s because there’s a purpose there, and we think it’s
valuable for the people who follow us.” - John Lee
Lead Gen Cards
› Build directly in the Ads UI › Capture name, username & email
address … all with a single click
› Download leads directly to Excel
› Coincide with events
› Keyword-targeted campaign –
import your Search keywords
› Find the influencers in your
industry and target their handles
Promoted Only Tweets
› Publish posts as part of an ad campaign only› URL shorteners (bit.ly) & custom tracking links to
differentiate paid vs. organic› Reduce number of clickable items in post: links,
hashtags, user IDs, etc. YOU ARE CHARGED FOR EVERY FORM OF ENGAGEMENT
› Attach Twitter Cards for a completely custom ad unit
Campaign Objectives & Ad Sets
More powerful demographic targeting
Unpublished posts
Custom Audiences
What You Need to Know
Facebook’s Ad Ecosystem
› Campaign corresponds to a single advertising objective
› Set budget and schedule› Organize around audiences
› Multiple ads per ad set› Creative, targeting, bidding
all done at ad level
Need to Know:
› 1200x627 ad size› No way to rotate
ads evenly› Cannot change
objective once ads are live
› Use Power Editor for bulk edits
Demographic Targeting
Work
Industries
Behaviors
Custom Audiences› Upload segmented email lists:
› Product launches
› News/Events
› Case studies & white papers
› Create look-alikes, based on:
› Reach
› Similarity
› Remarketing to visitors:
› Non-converters
› Specific page visits
› Converter (whitepaper)
Unpublished (Dark) Posts
› Post only available as an ad – will not get newsfeed distribution
› Include call-to-action button
› Only available in Power Editor
Considerations
› You pay for any type of engagement on an ad – clicks,
shares, comments, opens, etc.
› If you can’t put a value on a like, share, comment, etc. reduce
clickable content - URL link only (engagement rates WILL fall,
but quality should improve)
› Facebook Ads management tool: Qwaya.com
› It’s a two-way street! Engage with customers
Thank you!Ian Mackie | [email protected]
