Facebook and Twitter Ad Strategies - A Survival Guide

7/27/2019 Facebook and Twitter Ad Strategies - A Survival Guide

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Facebook & Twitter Ad Strategies

A Survival Guide

Ian Mackie Director of Strategy

July 24, 2013


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Webinar Information

Please ask questions & we will try toanswer them at the end of the webinar

Webinar is being recorded & will beuploaded to www.pointit.com

We will email a link within 24 hrs.


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About Point It

Launched in April 2002

Seattles largest independent searchmarketing firm

SEM, SEO, Marketing Automation and WebDesign, Social & App Discovery

$40 MM in managed media/yr.

Servicing clients across all verticals and

revenue models 2012 Inc. Magazine 500/5000 Fastest

Growing Co. & Washington Fastest Growing


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Agenda

Promoted What? Twitter Ads foreveryone!

Twitter Analyticswhos engaged?

Facebook Ads show me the money!

Facebook Insights more than just likes

Mobile + Social Content Ads ultimatecompanion to SEM?


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Twitter Ads

The Next Big Thing or more unfulfilled promises?


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Twitter Ads

Open for business the basics

No more $25K minimums!

Basic vs. Advanced UI options

Two main ad formats: Promoted Tweets vs. Promoted Accounts

PromotedTweets Promoted

Accounts

Build Awareness

Offers/Promos

Promote Events New Products

Store Openings

Follo


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Twitter Ads Promoted Tweets

Promoted

Tweets

Target by Keywords

(Users who searchor tweet)

Users Timelines

Search Results

Target by Interests

(Users w/ specificinterests)

Target PeopleSimilar to Followers

of

Interest Categories

All Formats include:

Geo targeting (DMA only

Gender

Device

By OS

Desktop vs. phone/t Budget Pacing even or

Maximum bid (spend pe


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Twitter Ads Promoted Tweets (Keyw

Target by Keywords(Users who search

or tweet)

Users Timelines Search Results

Timelines more volume, lower engagement rates

Search Results lower volume, higher engagement rates


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Twitter Ads Promoted Tweets (Inter

Target by Interests

(Users w/ specificinterests)

Target PeopleSimilar to Followers

ofInterest Categories

Categories more volume, lower engagement rates

Similar Followers lower volume, higher engagement rates


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Twitter Ads Promoted Accounts

All Formats include:

Geo targeting (DMA

Gender

Device

By OS Desktop vs. ph

Budget Pacing eve

Maximum bid (per f

Grow your Twitter community


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Twitter Ads Tips

Start with a clear, easy-to-follow campaign nomenclature

Ex. GEO_Device_Targeting_Subject

Separate mobile vs. desktop into different campaigns

Use Instant Search & Popular Accounts to find related handles

Use Who to Follow to find influencers


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Twitter Ads Campaign Analytics

Understand handles, interests & keywords that drive highest engagements ra

Quick tip:Download Hanfilter for best performing &


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Twitter - Analytics

Understand tweets - paid or organic - that are driving engagement (faves, ret


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Facebook Ads

The pursuit of happinessor least positive ROI


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Facebook Ads

The secret (at least one of them) to generating actual ROI from Facebook A

Custom Audiences . target your email list on Facebook

How to create them:

1. Open Power Editor (Chrome browser only)

2. Audiences

3. Create Audience > Custom Audience

1. Create name & Description4. Type: Emails > Create

5. Save and wait


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Facebook Ads Custom Audience

Typically finds matches for ~50% of addresses

The larger the list the better

Create ads as normal but dont include ANY additional targeting (right h

DO include URL tracking parameters

Campaign Revenue ROI Transactions Average Value Cost Ecommerce Conversion Rat

Product A-EmailList $4,732 542% 25 $189 $737 0.94%

FathersDay-EmailList $987 442% 9 $110 $182 1.48%

Product B-EmailList $973 219% 7 $139 $305 2.27%

Totals $6,828 498% 42 $146 $1,224 1.56%

esults?

b k h


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Facebook Insights

New Facebook Insights announced 7.9.13

Overview Page Likes

Post Reach

Engagement

5 most recent posts

b k i h


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Facebook Insights Your Page

Page Likes: total likes, net likes (newunlikes) & where they are

Post Reach - impact of paid vs organic

Is there more sharing occurring because of paid support?

F b k I i h Y P


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Facebook Insights Your Posts

Which posts to promote?

Local events

High organic engagement Promote at certain times?

May depend on avg CPC

Understand what posts dri

engagement likes, shares

comments

F b k I i ht Y P l


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Facebook InsightsYour Peoples

Your Fans

Age & Gender + GEO (determine if running ads changes make-up of audien

People Reachedwhos seeing your posts?

- Most importantly who is ENGAGED and are ads impacting these metrics


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Wh t bil l tf k b t?


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What mobile platform works best?

What (we think) works & doesnt on Facebook & Twit

Twitter

The Good Followers Offsite Content

The Bad Apps Offsite Content

Facebook The GoodLikes Apps E

The Bad Offsite Content A lot

Thank you!


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Thank you!

Q&A

Other questions? email: [email protected]

Documents

Facebook and Twitter Ad Strategies - A Survival Guide