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SocialAdvertising
Taught by Gwen Woltz Co-founder, Wahine Media social media strategy, training & implementation for business
Slides: slideshare.net/wahinemedia
Why social advertising?
Social ads won’t solve your problems, they compliment your success.
Remember the context! Don’t use social ads to market, use them to engage.
Design for mobile first.
FacebookAds
FacebookAds
• Objectives • Target audience
• Location • Demographics • Traveling now • Interests/behaviors • Exclude/narrow
• Placement & budgeting • Format & media
FacebookAds
• Power editor • Audience insights • Saving audiences
InstagramAds
InstagramAds
• Placed within Facebook ad platform • Cannot target IG followers • Use to sponsor content • No “follower” ads, but can use
sponsored content to encourage follows
TwitterAds
TwitterAds
• Objectives • Target audience
• Location, gender • Keywords, interests • Followers • Tailored/custom audiences
• Twitter cards • Budgeting & placement
Scenario #1 Keep engagement and growth on profiles
Keepengagementandgrowthonprofiles
• Example: Maui Kai Condos • Facebook
• Build fans throughout month* • Boost post 1x per week*
• Instagram • Sponsor posts 1x per week OR • Sponsor content to build fans*
• Twitter • Promote profile throughout month* • Promote tweets 2x per month*
Scenario #2 Increase website traffic, track conversions
Increasewebsitetraffic,trackconversions
• Example: YMCA Long Island • Website traffic ads • Facebook pixel installed • Highly targeted groups, narrowed by
each location • Customize images or text per location • Bid for clicks • Retarget website traffic last*
Scenario #3 Increase participation in giveaway
Increaseparticipationongiveaway
• Industry: hospitality • Entry form installed on website and
Facebook App • Facebook
• Ad 1: page like ads (Facebook no longer allows fan-gating)
• Land on entry form app* • Ad 2: boost post to fans, pin to top* • Ad 3: website traffic ad to entry form
• Twitter • Leads on Twitter (using Twitter card)* • Land on website
Scenario #4 Get people to walk in your door
Getpeopletowalkinyourdoor
• Industry: fitness • Fan like ads: build awareness
• Target people who like competitors who live in your area*
• Target people who live in area with “fitness” interests
• Boost post: keep top of mind • Local awareness targeted ad: convert*
• Make ads timely and “now” • Include “in your area” verbiage
Resources
• Twitter Advertising • https://support.twitter.com/groups/58-advertising
• Twitter Contest Guidelines • https://support.twitter.com/articles/68877-guidelines-for-
contests-on-twitter • Facebook Advertising
• https://www.facebook.com/advertising • Latest Facebook Ad News
• https://www.facebook.com/business/news/?tag=ads • Aaron Zakowski Facebook Ad examples
• http://aaronzakowski.com/wp-content/uploads/2015/02/Facebook-Ads-Swipe-File.pdf
• Facebook link ad tips • https://www.facebook.com/business/a/online-sales/link-
ads-tips • Twitter Ads success stories
• https://business.twitter.com/success-stories
Keepintouch!
Wahine Media web: wahinemedia.comblog: wahinemedia.com/wahineblogfacebook: facebook.com/wahinemediatwitter: @wahinemedia
Gwen Woltz @gjwahine
Download this slideshow:http://slideshare.net/wahinemedia