4. WHAT IS PAID SOCIAL?
Paid advertising on social networks and websites.
5. WHY PAID SOCIAL?
Users
unfamiliar
with your
brand
Paid social ads expand the reach,
awareness, and recognition of your
brand to make the smaller circle
larger
Users
familiar
with your
brand
Users
unfamiliar
with your
brand
6. WHY PAID SOCIAL?
Paid social builds brand recognition and awareness to improve organic
performance
Facebook Ad Paid Search Ad Organic
Facebook Ad Organic
LinkedIn Ad Organic
7. PAID SOCIAL TURNS VISITORS
INTO LEADS AND CUSTOMERS
• Awareness
• Opinion
• Consideration
• Preference
• Action
9. BUT HOW?
Create: Create ads1
Target: Target your ideal audience2
Tag: Build remarketing lists by tagging users’ browser with cookies3
Filter: Apply behavioral & demographic filters on audience4
Remarket: Remarket your audience with targeted display & social ads to promote
offers
5
Capture: Capture qualified leads or sales6
Repeat7
10. FACEBOOK ADS
• Great for creating brand awareness and building
remarketing audiences
• Easily target users by location, demographic,
interests and life events
• Support a wide variety of ad media formats to
tell your story
Relevancy Score
• Higher post engagement = higher relevancy score
• Higher relevancy score = more impressions share & lower cost per engagement
11. LINKEDIN ADS
• B2B goldmine
• Easily target users by professional
demographics such as job title,
function, industry, company size and
seniority.
12. INSTAGRAM SPONSORED
ADS
• Ads are incorporated into the content
and user experience
• Easily target users by location,
demographic, interests and life events
because ads are managed through
Facebook
• Primarily a mobile social network,
Instagram is made up of thousands of
niche communities and feature accounts
13. TWITTER
• Easily promote tweets about current events
and trends
•Engage your audience in real time
• Twitter users can engage with your paid
content just as they would an organic tweet.
If a user retweets your paid ad, their
followers will see it too.
Quality Adjusted Bid
• Higher relevancy, resonance, & recency = Higher Quality Adjusted Bid
• Higher Quality Adjuster Bid = more ad impressions at lower cost
14. ADVANCED PAID SOCIAL
• Custom Audiences
• Lookalike Audiences
• Remarketing Lists for Search Ads (RLSAs)
15. TAKEAWAYS
• Use paid social to expand the awareness of your brand, build remarketing
lists, and improve organic engagement
• Measure success using engagement rates and monitor multichannel user
touch points
You wouldn’t get married on the first date so why would you expect a user to convert on the first touch.
Link it to SEO
Google has become more and more user focused even for organic rankings. It considers content relevancy and user engagement metrics like CTR and bounce rate as ranking signals.
Reinforce core messaging
Your ideal audience, budget, and business goal will inform your paid social strategy
Cons:
Character limitations within ads
All ads must contain less than 20% text
Cannot always choose when you pay ie. cost per impression vs. cost per click
Cons
Lots of minimum requirements
The minimum required audience size is 1,000, the minimum cost to advertise is $2 for both CPC and CPM and the minimum daily budget is $10.
Can be quite expensive for smaller businesses
Cons:
Managed through FB
Posting through mobile app
Can be very expensive for small or medium sized businesses
Cons:
- ads can get lost in the feed
Brevity of messages
Tweet, promoting promoted tweets, on twitter -- META
