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| Paid Social Advertising 1
Three Deep MarketingPaid Social Advertising
(picture)
| Paid Social Advertising 2
Who am I and why are we here?
Carie OttoPaid Media & Optimization StrategistThree Deep Marketing
Why are we here?To see how social media may impact your business in 2016 and beyond.
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The Plan for Today
• Social Media Trends• Social Content Strategy & Advertising• Diverse Targeting Options• Ad Choices• Case Study• Questions
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Social Media Advertising
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The social platform that refuses to give up.
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Facebook – Users by Geography
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Facebook – Ad Revenue by Geography
Facebook accumulated $4.3 billion in ad revenue (in one quarter!).
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Facebook Revenue by Format
Mobile isn’t going ANYWHERE!
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LinkedIn Membership
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Twitter at a Glance
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Margot Bloomstein
Content Strategy
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Kristina Halvorson, CEO & Founder of Brain Traffic, 1st edition of Content Strategy for the Web
“Content strategy guides planning for the creation, delivery, and governance of useful, usable content.”
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Various; See Notes
Content Marketing
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Joe Pulizzi, Founder, Content Marketing Institute
“Create valuable, compelling and relevant content on a consistent basis and build an audience over that time in order to see some profitable customer action.”
AdAge
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Content Marketing is particularly hot, and has been since 2011.
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Not all Targets are Equal
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Facebook will recommended a CPC bid based on competition for the target audience.
Basic Targeting on Facebook (& Instagram)
Category ExampleDemographics Women
Minneapolis/St. Paul DMA24-45
Interests ParentingBehaviors Baby productsData Income > $40K
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Advanced Targeting on Facebook
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Targeting Options on LinkedIn
LinkedIn will determine a recommended CPC bid for your audience.
Category ExampleDemographics MSP DMA
Age 25-55+Company Select
Industries500+ Employees
Job Senior LevelSkills Marketing
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Targeting on Twitter
Twitter will generate a recommended CPC bid based on your target audience.
Category ExampleDemographics
MalesU.S.
Behavior Sports fansInterests BasketballKeyword March Madness
NCAA BracketCollege Basketball
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You WILL PAY for Your Target Audience
Consider your audience. Can still represent a steep discount over search networks.Use in combination with search.
Platform Experienced Average CPC
Facebook $0.50 - $1.50LinkedIn $4.00 - $9.00Twitter $1.00 - $2.00
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Not all Ads are Created Equal
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Facebook Ad Formats
Standard Carousel
Video
www.facebook.com/business/ads-guide
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Instagram Ad Formats
Photo Ads Video Ads Carousel Ads
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Remember that target audience we defined for facebook? It triggered this ad experience:
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Interactive ads are well worth it!
Carousel ads drove
2-3X higher CTR.More clicks for same exposure.
Increased Relevance Score ~3 points.
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LinkedIn Ad Types
Ads that appear in the newsfeed have MUCH higher CTR.
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Twitter Ad Types
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“Discounts” for quality ads
Ad networks give ads quality or relevance scores based on the advertising trifecta.
Advertisers
UsersAd Networks
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Case Study
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Recipe Website: Social Media Case Study
PRIMARY GOAL
.Share fun, fresh, relevant content with those who like recipe Facebook page and core target markets.
SECONDARY
Encourage sharing of this content socially to extend reach.
TERTIARY
Drive engaged website traffic.
Drive in-store purchases.
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Content Strategy
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Content Marketing
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Content Marketing
Promote posts to four key audiences:
Parents of young children
Empty Nesters
Current Likes
Young Adults
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33%
33%10%
25%
People Reached
Parents (28-44)Empy Nesters (45+)Current Facebook LikesYoung Adults (18-27)
20%
40%27%
14%
Total Engagements
Parents (28-44)Empy Nesters (45+)Current Facebook LikesYoung Adults (18-27)
Results
Empty NestersEmpty Nesters
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1/1/15
1/11/1
5
1/21/1
5
1/31/1
5
2/10/1
5
2/20/15
3/2/15
3/12/1
5
3/22/1
54/1
/15
4/11/1
5
4/21/1
55/1
/15
5/11/1
5
5/21/1
5
5/31/1
5
6/10/1
5
6/20/15
6/30/1
5
7/10/1
5
7/20/1
5
7/30/1
58/9
/15
8/19/1
5
8/29/1
59/8
/15
9/18/1
5
9/28/1
5
10/8/
15
10/18
/15
10/28
/15
11/7/
15
11/17
/15
11/27
/15
12/7/
15
12/17
/15
12/27
/151/6
/16
1/16/1
6
2015 Page Likes and Engagement
Lifetime Total Likes Lifetime: The total number of people who have liked your Page. (Unique Users)Daily New Likes Daily: The number of new people who have liked your Page (Unique Users)Daily Page Engaged Users Daily: The number of people who engaged with your Page. Engagement includes any click or story created. (Unique Users)
Facebook purged inactive or deleted accounts from page likes in March
December 1, Facebook Paid Campaign Started
December 31, Facebook Paid Campaign Stopped
Results
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1-Jan 22-Jan 12-Feb 5-Mar 26-Mar 16-Apr 7-May 28-May18-Jun 9-Jul 30-Jul 20-Aug10-Sep 1-Oct 22-Oct 12-Nov 3-Dec 24-Dec 14-Jan
Total ReachThe number of people who were served any ac-tivity from your Page including your posts, posts
to your Page by other people, Page like ads, mentions and checkins.
Daily Organic Reach Daily: The number of people who visited your Page, or saw your Page or one of its posts in news feed or ticker. These can be people who have liked your Page and people who haven't. (Unique Users)
October 15, Organic Facebook Campaign Began
December 1, Paid campaign on Facebook Began
December 31, Paid campaign on Facebook Ended
Results
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Results - Pinterest
2015 Pinterest Follower Growth
Facebook Ads started
Pinterest cleaned out many spam accounts early in November
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Results - Pinterest
1/1/201
5
1/13/2
015
1/25/2
015
2/6/20
15
2/18/2
015
3/2/201
5
3/14/2
015
3/26/2
015
4/7/20
15
4/19/2
015
5/1/201
5
5/13/2
015
5/25/2
015
6/6/20
15
6/18/2
015
6/30/2
015
7/12/2
015
7/24/2
015
8/5/20
15
8/17/2
015
8/29/2
015
9/10/20
15
9/22/2
015
10/4/
2015
10/16
/2015
10/28
/2015
11/9/20
15
11/21
/2015
12/3/
2015
12/15
/2015
12/27
/2015
1/8/201
6
2015 Clicks to Website from Pinterest
Clicks Visitors
Facebook Ads started
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Results At the Business Level
Huge lift in engagement across multiple channels.Spike in web traffic from social sites.Content reached target audiences.
Does the core target audience need to be redefined based on learnings?
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How do I get started?
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Free To Explore
Facebook Advertising• Facebook for Business: www.facebook.com/business
• Power Editor: www.facebook.com/ads/manage/powereditor
LinkedIn Advertising• Linkedin Ads: www.linkedin.com/ad
Twitter Advertising• Twitter Ads: ads.twitter.com
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Three Deep Marketing manages $7+ million in paid media spending annually
All campaigns are managed by certified paid media strategists with proven success
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QUESTIONS?