Paid Online Placements - An Overview

Paid Placements

Jennifer SpivakPartner/Managing Director @ Social Fulcrumwww.socialfulcrum.com@jennifer_spivak // @socialfulcrum

Social Fulcrum New York | Boston T 707-234-5365 [email protected] www.socialfulcrum.com

Agile methodology, firm results. Data driven marketing to help your business reach the tipping point.

1 Paid Placements @ SiNY

Our Skill-set

Social Media MarketingWe find the places online where your consumers live and breathe, and establish loyal connections with them through community building and strategic engagement.

Inbound MarketingWe utilize SEO best practices to help new prospects find what you're offering and create engaging content from your digital assets to keep them coming back for more.

Paid PlacementsBy understanding who your target customers are, we are able to build successful ad campaigns that help you generate more qualified leads.

Data-Driven Decision MakingOur team has history in consulting, finance, and big data. What does that mean? We're great with excel! More importantly, we are able to analyze social media, audience, ad copy, image and conversion data, and use this data to guide the digital strategy for your online marketing campaign.

Our Approach

Agile Marketing: We spend the first months of client campaigns testing, validating, reshaping, and gaining feedback from ideas, in order to quickly learn which messages resonate, which media are most effective, etc., all before spending client money on work that we think is a good idea (but don’t really know for sure). We see this as a more authentic, effective, and modern approach to advertising.

Art + Science: We believe that effective online marketing is one part art (design, content creation, compelling copy), and one part science (metrics, measurement, analytics). Our team combines these two crucial elements in each and every strategy we develop and tactic we implement in order to create beautiful, viral digital marketing programs that drive business objectives.

What Are Paid Placements Used For?

Brand Awareness Engagement Content Distribution Lead Generation Sales/Customer Acquisition Audience Growth List Building Concept Testing Headline Testing Audience Testing Etc.


Is Paid Required?1 Paid Placements @ SiNY

QUICK EXERCISE

How can these groups of people be targeted?

Moms who homeschool their children Business owners looking to hire a marketing agency People who work in IT


Google AdWords

Types of Ads Search (text) Display

Targeting By keyword phrase By location

Messaging Unique ad groups Dynamic Keyword Insertion

Tracking Integrate with Google Analytics to track conversions Optimize for conversions to lower CPA

Great For: Lead Gen, Sales, Concept Testing


Facebook Advertising

Types of Ads Too many to name! Page post ads, offer ads, app install

ads, like ads Based on ad objective

Targeting Interests, education, family status, location, etc. Partner Categories Custom Audiences

Messaging & Creative Native, native, native! Image-focused CTA buttons

Tracking Conversion pixels

Great For: Brand Awareness, Engagement, Content Distribution, Lead

Gen, Sales, Audience Growth, Headline Testing, Audience Testing


Types of Ads “Traditional” ads Sponsored Updates

Targeting Location, job title, seniority, industry, groups, etc.

Messaging Identification headlines

Tracking LinkedIn Lead Collection

Great For: Lead Gen, Sales, Content Distribution

LinkedIn Advertising1 Paid Placements @ SiNY

Twitter Advertising

Types of Ads Promoted Accounts Promoted Tweets Lead Gen Cards

Targeting Interests, keywords, accounts Retargeting through third-parties

Messaging & Creative Native!!! [hashtags, etc.] A note on using images

Tracking Campaign URLs + Google Analytics

Great For: Brand Awareness, Engagement, Content Distribution, Lead

Gen, Audience Growth, List Building


Outbrain

Types of Ads Text Only

Targeting Limited

Messaging Killer headlines!


Great For: Content Distribution, Headline Testing, Engagement


StumbleUpon Paid Discovery

Types of Ads Content Page

Targeting Interests

Messaging Your Content!

Tracking Within StumbleUpon

Great For: Content Distribution, Engagement, List Building


Reddit Ads

Types of Ads Reddit posts pinned to the top of a sub-reddit

Targeting Sub-Reddit

Messaging Native! Nothing Sales-y


Great For: Content Distribution, Engagement, Lead Gen, List Building,

Headline Testing


Looking Ahead1 Paid Placements @ SiNY

QUICK EXERCISE

How would copy differ on Google vs. Facebook vs. Twitter if we were advertising Startup Institute?


Case Study: Outbrain Content Distribution1 Paid Placements @ SiNY

Case Study: LinkedIn Lead Generation1 Paid Placements @ SiNY

Case Study: Facebook Audience Growth1 Paid Placements @ SiNY

CHALLEGE: Create Your Own Ads

Groups of 3: Google, Facebook, LinkedIn

Google.com/Adwords Facebook.com/Ads LinkedIn.com/Ads

Create 3 ad variations Be prepared to share what you did, what you learned,

what questions came up, etc.
