Not advertising on Facebook? You’re missing out on potential traffic from the second largest internet website, with more than 800 million active users. And if you’re familiar with Google AdWords or Microsoft’s adCenter you’ll love Facebook’s self-serve image and text-based ads that let you advertise your own web page or even your own Facebook page or event. Twitter and LinkedIn offer similar programs.
Beyond Search: Leveraging Ads On Facebook, Twitter and LinkedIn #SMX
1. Beyond Search: Leveraging Ads
on Facebook, Twitter & LinkedIn
Jennifer Wong
Marketing, HasOffers
SMX Toronto
Jennifer@hasoffers.com
@Jenerationy
/jenerationy
3. Organic vs. Paid Social Media:
Differences & Implications
• Goal: Community • Goal: optimize
Growth budget
• Time • Time + money
• Longer time to • Immediate results
see results • Greater reach
• More trustworthy • Targeted ads
• Higher quality
5. Paid Social Media Marketing Goals
BRANDING CUSTOMER
& AWARENESS ACQUISITION
6. Know Your Target Audience
Target Audience Small size company owner in North America looking
for a marketing software for their business
Pain Point Need to drive more demand, need to streamline
reporting, need more granular tracking capabilities
Solution Content includes overview, description, review and
testimonial, as well as demo or trial
Search Queries Marketing software, how to drive more leads, how
to acquire more customers
Hashtags #inbound, #content, #onlinemktg
Call-to-Action Free trial, purchase now, compare
products, download whitepaper
7. Plan, Set Up, and Execute Campaigns
KILLER OFFER
KILLER KILLER NEXT FUTURE
OFFER OFFER OFFER OFFERS
LANDING PAGE
Download Fill out Sign up
Request
the the for our
a Demo THANK YOU
Study Survey Webinar PAGE
THANK YOU
Sign up Click for a EMAIL
Purchase Enter
for Promo
newsletter Code Now Sweepstakes
EMAIL TEMPLATE
FOR SALES
9. Tips for Creating Killer Offers
• Use search keywords in
your copy
• Placement of link
• Ask a question
• Present a solution
• Address their pain points
• Include a picture or video
• Promote gated offer
• Minimize extra clicks
17. Promoted Trends
With Promoted Trends, users
see time-, context-, and
event-sensitive trends
promoted by advertisers
"Promoted."
Paid Promoted Trends appear at
the top of the Trending Topics
list on Twitter and are clearly
marked as "Promoted."
18. Self-Serve Ads
Ads consists of these elements:
• Headline (up to 25 characters of text)
• Description (up to 75 characters of
text)
• From: (your name or any company)
• Image: (50x50 pixel image)
• URL (website people visit once they
click on your ad)
*A text-only version of the ad may be
shown in locations such as the top of the
LinkedIn home page.
22. Promoted Tweets in Search
Promoted Tweets
are ordinary Tweets
that show up at the
top of relevant
search
Use Promoted Tweets in Search to reach
an audience interested in a specific topic
24. Device Targeting Experiment
• Promoted Tweets in Timeline
• 24 hour
Campaign Cost per Engagement Impression Engagement # of Leads Cost per
spend Engagement rate Count Lead
Targeting $640 $1.09 .85 69575 589 30 $21
iOS &
Android
Targeting $245 $1.49 .49 33590 165 15 $16
Desktop
Higher engagements and impressions when
target iO & Android devices
Lower cost per lead when targeting Desktop
25. Promoted Tweets in Timelines
Promoting Tweets to targeting
users in their timeline, at scale.
Use Promoted Tweets in Timelines to reach followers
who might have missed your organic Tweets and/or
users who share similar interests with your followers.
27. Followers Targeting Experiment
• Promoted Tweets in Timeline
• 24 hour
Campaign Cost per Engagement # of Leads Cost per # of Net Cost per
spend Engagement rate Lead New Leads New Lead
Targeting $830 $.76 .93 72 $11.52 52 $15.96
Followers
only
Targeting $745 $.83 .56 65 $11.46 57 $13.07
Users like
followers
only
Targeting users like followers only resulted in
more net new leads versus known contacts
31. Reporting Success – ROI
Lead Profile
683 leads
150 Agencies (22%), 536 Non Agency (78%)
88 Title contains ‘marketing’ or ‘digital’ (13%)
66 Bad Information (10%), 70 out of scope (10%)
Opportunities
Profile
• 15 Agency – 68%
• 7 Non Agency – 31%
Stage
• (2) at 100%, (4) at 80%, (7) at 25%, (3) at 20%, (21) at 10%, (3) at 0%
• Offers that contributed to opps: Build Your SEO Campaign in 15 Min (12), Build a Social Media
Campaign (13), Link Building (1), 5 Ways to Grow Your Agency Business (4), Site Redesign
Guide (4), T4B Guide (1), organic (1)
32. Checklist for Managing Campaigns
Strategy
Goals and baseline metrics
Content plan
Frequency
Set and manage budget
Track everything – but focus
on the metrics that matter
Test, test, test
Social nurturing
33. Beyond Search: Leveraging Ads
on Facebook, Twitter & LinkedIn
Jennifer Wong
Marketing, HasOffers
SMX Toronto
Jennifer@hasoffers.com
@Jenerationy
/jenerationy
Notas do Editor
It’s easy for marketers to become distracted by all the conversations on twitter and forget the main reason they using that channel, to drive demand. Similar to building a search persona to build your SEO campaigns, create a persona to learn about the Twitter audience that you want to reach. Target Audience – describe your perfect buyerSmall sized company in North America looking for a marketing software Understand Pain Points – How would your target customer articulate their need for your product in terms of keywords? What kinds of questions would they ask help for on Twitter?Need to drive more demand, need to streamline reporting, need more granular tracking capabilities Solution - Content includes overview, description, review and testimonial, as well as demo or trial Search Queries - Marketing software, how to drive more leads, how to acquire more customers Hashtags - #inbound, #content, #onlinemarketing, #leadgen, #webmktg Call-to-Action – Offer a call to action that compels the Twitter user to dive deeper into your conversion funnel. Free trial, purchase now, call for consultation, compare products, download a whitepaper
Layout your content plan for the campaigns to determine the offers and follow up.B2B and B2C examples of offers
1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.promote gated content" since that's the only way they will generate leads and attribute them to Twitter.you should not promote just gated content. It might also be a good point to talk about ratios of tweets - 15% self promoting, 70% share content, 15% interactions.
1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.
Use promoted accounts to build a following of your target audience. Blueprint of a Promoted AccountCharged on a cost per follower (CPF) basisShown in the Who to follow section – first positionShows a yellow or purple box “Promoted”Shows related people in your network that are following that accountShows the Twtitter AvatarShows the Twitter Name and UsernameYour account will be promoted in search results for related keywords and the “Who to follow” section of Twitter.
Everything you tweet organically will be seen by your potential buyers and when you run campaigns to your followers and users like your followers your Tweets are in front of the right peoplegetting more followers will help you establish a stronger presence, increase your reach, build your brand name and eventually generate more leads.
Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
They are able to click on a Promoted Trend to view all Tweets containing the trending #hashtag or trend terms. They are also able to Tweet about the Promoted Trend by including the terms in their Tweets. Best practices:- There is one promoted trend ever 24 hrsOnly one advertiser can ‘book’ a promoted trend a day so you have to work with you Twitter rep to claim your day far in advanceYou can buy a trend for specific locations or globally. Be preapared to drop around 100K for a US promoted trend topicOn the plus side, promoted trends get about 50% engagement rate (when the typical is 1-5% and you don’t pay or each impression or engagement so it’s an effective national branding strategy
- Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
Monitor Twitter campaign on a daily basis and optimize campaigns to achieve highest performance levelsCheck your Twitter campaigns on a daily basis to make sure you are targeting the right keywords, location, and devices with the Tweets you are promoting. Also, adjust the bid accordingly using the suggested bid range that changes on a daily basis.Close the loop by Tweeting relevant follow up links to users who became a lead from TwitterIf you have the capability to track a lead that converted from Twitter from a specific Tweet, close the loop and reply back on Twitter with follow up content.