How to Rock at Social

Advertising

Chris Reilly @reilly3000 unleashed-online.com

AgendaPaid vs. Organic

Overview of Social Advertising Options

Best and Worst Practices

Facebook Deep Dive

Q&A

The Role of Advertising

Uses of Social Advertising

The Power of Social Ads• Social ads have 55% higher recall than non-social ads (Nielson)

• Friends of fans were 27% more likely to shop at Target after seeing an ad on Facebook (Comscore)

• 90% of purchases are subject to social influence (Wired Magazine)

Facebook Ad Targeting

Facebook Ads

• Largest reach over 1B Users!• Great Geotargeting• Interest Targeting• Relationship Targeting• “Sponsored Stories”• CPM or CPC PricingFacebook.com/Ads

Twitter Ads

• Highest Engagement with Ads• Limited Geo-targeting• Interest Targeting• Use to grow followers or Promote Tweets• Cost Per Engagement ModelAds.Twitter.com

LinkedIn DirectAds• Targeting for Job Titles and Industries!• High cost and low performance• New Video Ad Formats• Localized by region• Local Targeting• CPM or CPCLinkedIn.com/DirectAds

StumbleUpon Paid Discovery

• Low, fixed cost per visit• Generates organic content views and backlinks• Great for bloggers and photographers• No geotargeting capabilities• People stumble away quickly, engage themStumbleUpon.com/PD

Reddit Ads

• Interest driven targeting• Social engagement with ads• No geotargeting except for /r/cityname• Affordable fixed-rate pricing model• Understanding the community really helpsreddit.com/promoted

Target Interests Target relationships - 'amplify word of mouth' Age Workplace Relationship status Sexual preference School status Location

Best Practices

• Split-testing• Ad Fatigue • Imagery • Age Bucketing• Segmentation

Worst Practices

• Overusing the timeline• Driving Traffic Offsite• Ad fatigue• Letting Facebook spend your money• Change happens!

Advanced Options

•FBX•Customized Audiences•Action Based Targeting•View-Through Conversion Tracking

Facebook FormatsFan

Acquisition

Facebook App installs

External website

sales

Brand engagement

Product launches

Mobile app installs

Social.com Recommendation

Fanpage ad Application ad

External website ad

Sponsored stories (All)

Page-post video

Mobile app install ad

Sponsored page likes story

Sponsored app used ad

Page-posts (All)

Page-post photo

Worth testing

Page-post photo

Sponsored custom action app ad

Page post link advert

Page-post event

Sponsored page share story

Sponsored domain story

External Website Ads

SPECS: Title: 25 characters Body copy: 90 characters Image: 100 x 72 pixels

Best use case•Driving traffic to an external website•Using custom creative to drive to a FB page

Best use case•Driving traffic to an external website•Using custom creative to drive to a FB page

Key Features:•Creative and URL is entirely customizable•If website is connected to Facebook, social context is possible if you refrain from using URL redirects/click tags

Targeting: AllPlacement: RHS, RHS homepagePlatform: Desktop only

Facebook Conversion Tracking compatible:Yes

Facebook Page/PlaceKey Features:•Contains ‘like’ button (great for fan acquisition)•Customizable image & body•Social context available

Targeting: AllPlacement: Newsfeed, RHS & RHS HomepagePlatform: Mobile & DesktopPremium compatible : No

Facebook Conversion Tracking compatible:YesBest use case

•Fan acquisition•Driving traffic towards fanpage tabs

Best use case•Fan acquisition•Driving traffic towards fanpage tabs

EventKey Features:•Join button•customizable image & body•Social context available

Targeting: AllPlacement: Newsfeed, RHS & RHS HomepagePlatform: Mobile & DesktopPremium compatible : No

Facebook Conversion Tracking compatible:Yes

Best use case•Generate RSVP’s from current and prospective customers•Event awareness

Best use case•Generate RSVP’s from current and prospective customers•Event awareness

Sponsored StoriesKey Features:•‘Like this page’ button•Social plug

Targeting: Connections & friends of connectionsPlacement: News feed, RHS, RHS HomepagePlatform: Mobile & DesktopPremium compatible : Yes

Facebook Conversion Tracking compatible:Yes

Best use case•Brand awareness, drive engagement and reacquisition

Best use case•Brand awareness, drive engagement and reacquisition

Questions?!?