Social AdvertisingKelly Hogan (Be Found Online)

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ME• From Minnesota• Graduated from DePaul• Marketing Coordinator at

BFO• I like running (kind of),

music and movies.

A bit about

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BFO • Founded in 2009 by Dan Golden & Steve Krull

• Inc. 5000 Fastest Growing Companies

• Solutions-based agency

A bit about

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What are the major platforms for social advertising?

B2C

B2B

So let’s start with Facebook

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Why is it great?● By far has the greatest reach of any platform making it a leader for

businesses trying to gain awareness○ It boasts 1.19 billion worldwide users

○ 73% of the US adult population

○ The most evenly-distributed demographics of any platform● It has extremely specific targeting options

○ It has the general demographic targeting of age and location

○ But it can target everything from your kid’s ages to recent travel history

Facebook Campaigns

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● Clicks to Website: Get people to visit your website.

● Website Conversions: Promote specific conversion events for your website.

● Page Post Engagement: Promote your Page posts.

● Page Likes: Get Page likes to grow your audience and build your brand.

● App Installs: Get people to install your mobile or desktop app.

● App Engagement: Get people to use your desktop app.

● Offer Claims: Create offers for people to redeem in your store.

● Event Responses: Increase attendance at your event.

Placement of Facebook Ads

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Anatomy of Facebook Ads

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1 Social Information- When available, people will see if their friends have engaged with your business.2 Business Name- The name of your business always shows prominently.3 Text- Grab interest with more info about what you're advertising.4 Images and Videos- Compelling images and videos encourage your target audiences to engage.5 Headline & Link Description- Tell the viewer more about your site6 Call to Action (optional)- A customizable button encourages people to click.

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Facebook Targeting

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Location: Target people by where they live.

Age: Target people by how old they are.

Gender: Target people by their gender.

Interests & Categories: People who have

expressed an interest in or like pages related to

the interest

Behaviors: People who are engaging with [blank]

related content

Connections: Target people by Pages they like.

Custom Audiences: Target specific people by

email address or other identifying information.

Now let’s talk about Twitter

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Why is it great?● Twitter also has a large following. Although not quite as large as

Facebook, the people on Twitter use it more often than any other platform

○ 46% logging in on a daily basis

○ 18% of the US adult population● Its users have a higher tendency to Follow brands there than they do on

any other platform.○ Twitter-ers are there to listen and learn that only 60% are actually actively posting

○ They follow brands to take advantage of offers, contests and exclusive discounts

Twitter Campaigns

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Followers- Grow your community on Twitter.

Website Clicks or Conversions- Send people to

your site (to purchase, sign up, etc.).

Tweet Engagement- Reach more people and drive

conversation.

App Install or App Engagement- Get people to

install or engage with your mobile app.

Leads on Twitter- Collect emails from people who

express interest in your business.

Video Views- Increase awareness with video

content

Placement of Twitter Ads

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Anatomy of Twitter Ads

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1 Business Name- The name of your business & Twitter handle2 Tweet- Grab interest of the user in 120 character count3 Images and Videos- Compelling images and videos encourage your target audiences to engage.4 Headline- Tell the viewer more about your site in 70 characters5 Call to Action- A customizable button encourages people to click.

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Twitter Targeting

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Location: Target people by where they live. Gender: Target people by their gender.Device & Platform: Target people by what device they are on & their mobile carrierKeywords: Target searches or users who tweet with words you enter.Follower: Targeting @usernames allows you to reach users with interests similar to followers of any of those accounts. Interests: Targets people who are talking about any of the interests you enter Behaviors: These audiences from Twitter partners are based on actual online and offline behaviors and characteristics Tailored Audience: Add lists to retarget certain audiences

Time for LinkedIn

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Why is it great?● LinkedIn is the platform for professionals, and therefore it is great for

advertisements geared toward professionals○ 38% of internet users with an income of more than $75k are on the platform.

○ 27% of employed Americans are using the platform as well

○ 79% of LinkedIn users are aged 35 or older, making it the oldest platform in this list.● People are looking for content related to their business, so it makes it the

ideal platform for B2B marketers.

LinkedIn Campaigns

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Sponsored Content:● Attract new followers to your

Company or Showcase Page● Drives engagement with company-

specific content● Appears on mobile devices, tablet

and desktop

Text Ads:● Highly targeted, easy to create● Great for budget-conscious

campaigns● Appears on the top and in the right rail

of many LinkedIn.com pages

Placement of LinkedIn Ads

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Anatomy of LinkedIn Ads

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1 Business Name & Logo- The name of your business & logo2 Caption- Tell the user what you are promoting in an short & captive caption3 Images- Use colorful images but also make sure that it is a professional looking photo4 Headline- Generally the title of the page you are promoting5 Link Description- Tell the user what they will take away from clicking on the link

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LinkedIn Targeting

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Location: Target people in a specific area, as specific as towns they live inCompany: Target people by where they work, what industry they are in or the size of the organization they work for. Job Title: Job title and function allow you to reach people who would be interested in learning about your product.Education: Target people with a certain level of educationMember: Target people belonging to certain groups, or more generally, toward their demographic.

How do you get started?• Start with your objectives

– This will allow you to choose which platform and campaign type are going to be best for you

• Build your audience– Think about your typical customers or clients

• Choose your content– This is the fun part. Now that you know your audience, think

about what content will they be interested in.• Plan out a budget

– Daily budget– Lifetime budget– CPC or CRP (conversion ads or awareness ads)– How much is each click or impression worth to you? (this will

set your bid)• Test your ads

– Start with two and see which one performs better. • Keep notes on each campaign you run to get better each

time.

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Thank you! Questions?