This presentation will give you a better understanding of social advertising platforms and how to choose the right one for your business.

1. Social Advertising
Kelly 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

5. 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

6. 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.

7. Placement of Facebook Ads
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8. 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 site
6 Call to Action (optional)- A
customizable button encourages people
to click.
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9. 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.

10. 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

11. 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

12. Placement of Twitter Ads
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13. Anatomy of Twitter Ads
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1 Business Name- The name of your
business & Twitter handle
2 Tweet- Grab interest of the user in
120 character count
3 Images and Videos- Compelling
images and videos encourage your
target audiences to engage.
4 Headline- Tell the viewer more about
your site in 70 characters
5 Call to Action- A customizable button
encourages people to click.
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14. 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 carrier
Keywords: 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

15. 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.

16. 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

17. Placement of LinkedIn Ads
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18. Anatomy of LinkedIn Ads
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1 Business Name & Logo- The name of your business & logo
2 Caption- Tell the user what you are promoting in an short & captive caption
3 Images- Use colorful images but also make sure that it is a professional looking
photo
4 Headline- Generally the title of the page you are promoting
5 Link Description- Tell the user what they will take away from clicking on the link
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19. LinkedIn Targeting
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Location: Target people in a specific area,
as specific as towns they live in
Company: 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 education
Member: Target people belonging to
certain groups, or more generally, toward
their demographic.

20. 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?