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HashtagDontBoost MAKING THE MOST OUT OF SOCIAL MEDIA ADS. HashtagDontBoost “DON’T BOOST.” W/ JOSH KRAKAUER

Don't Boost! Making the most out of Social Media Advertising (EntreFEST 2014)

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In a time of ever-changing social media algorithms, constant updates, and digital obstacles, it’s inevitable you’ll be tempted to dip your toes into the waters of paid advertising. But is it worth it? Can you afford it? More importantly, can you afford not to do it? In a presentation geared specifically for brands with an existing social media presence, Josh Krakauer of Sculpt (that's us) helped answer the question that has existed far longer than Facebook’s “Boost” button: “How do I make the most out of social ads without throwing money away?” This easy-to-digest talk provided valuable tools to both business owners and marketers alike. In a nutshell: Arm yourself with the knowledge to build, manage, and optimize Facebook and Twitter ad campaigns that get better results, for less coin.

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Page 1: Don't Boost! Making the most out of Social Media Advertising (EntreFEST 2014)

HashtagDontBoost

MAKING THE MOST OUT OF !SOCIAL MEDIA ADS.

HashtagDontBoost

“DON’T BOOST.”W/ JOSH KRAKAUER

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HashtagDontBoost

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HashtagDontBoostHashtagDontBoost

WE ARE SCULPT.

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HashtagDontBoost

WE LOVE FACEBOOK.

HashtagDontBoost

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HashtagDontBoost

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BUT SOMETHING HAPPENED.

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HashtagDontBoost

AND THEN, MORE HAPPENED.

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HashtagDontBoost

SO, WE WROTE A BLOG POST.

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wearesculpt.com/using-facebook-promoted-posts-increase-reach/

“Every time you 'boost’ a post, a kitten dies. Probably this one.”!

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HashtagDontBoost

how  many  people  on  facebook  does  it  take  to  have  a  successful  boosted  post    how  to  manage  and  boost  a  facebook  page  edit  boosted  post  facebook  is  boost  post  the  same  as  an  ad  best  way  to  boost  facebook  post  why  cant  i  boost  post  on  facebook  best  4me  to  boost  facebook  post  how  to  add  interests  to  promote  your  facebook  page  promote  or  boost  facebook  favebook  boost  post  when  is  the  best  4me  to  boost  facebook  posts  how  to  boost  post  on  facebook  should  i  use  the  promote  boost  on  facebook  whats  more  useful  boos4ng  posts  or  ads  how  good  is  the  boost  page  in  facebook  what  is  boost  post  on  facebook  page  what  is  boost  posts  on  facebook  how  does  facebook  boost  a  post  facebook  boost  post  not  working  best  4me  to  boost  facebook  ads  boos4ng  a  post  vs  ads  manager  interests  for  boos4ng  9  post  how  to  boost  post  on  facebook  boosted  posts  on  9  how  to  promote  now  that  facebook  is  making  you  boost  posts  

facebook  boosted  post  dura4on  boost  post  how  to  boost  facebook  page  facebook  boost  interest  promoted  post  vs  boost  post  does  facebook  boost  post  work  facebook  adver4sing  versus  facebook  boosts  boost  on  facebook  fscebook  and  boost  posts  facebook  boost  post  mul4ple  how  to  best  use  a  facebook  boost  boost  post  interests  facebook  boost  vs  promote  facebook  boost  post  targe4ng  iowa  city  sculpt  is  page  boos4ng  be:er  than  promo4ng  page  wham  boos4ng  versus  promo4ng  facebook  boos4ng  facebook  posts  with  interests  no  link  to  boost  facebook  post  elements  of  office  culture  boost  post  vs  sponsored  post  posts  to  boost  boost  post  how  to  used  interests  in  promo0ng  pages  in  3  3  how  to  boost  a  post    is  boost  post  the  same  as  an  ad  best  way  to  boost  facebook  post  why  cant  i  boost  post  on  facebook  best  0me  to  boost  facebook  post  sculpt  media  

HashtagDontBoost

{ ORGANIC SEARCH: LAST 3 MONTHS }NUMBER ONE SEARCH REFERRER.

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“What are some of your burning questions about Facebook Ads?”

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WE ASKED, YOU ANSWERED.

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“What is Facebook or Twitter doing to fight against large number of 'Fake account' follows, retweets, likes?” - Devin G.

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TO BOOST, OR NOT.

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LET’S TALK AFTER, IF YOU’D LIKE ME TO:!

!

a) Make the case for social

b) Explain how to setup your ads account

c) Talk about best practices and social media strategy

d) Discuss the viral video

e) Explore paid social media platforms outside of Facebook/Twitter

!

HashtagDontBoost

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TODAY, HERE’S HOW I WILL HELP:

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PROVIDE TIPS TO HELP YOU UNDERSTAND AUDIENCE AND TARGETING.

HashtagDontBoost

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MAP OUT THE RIGHT ADS, FOR THE RIGHT OBJECTIVES.

HashtagDontBoost

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WALK YOU THROUGH HOW TO SETUP ADS PROPERLY. TEST. THEN OPTIMIZE.

HashtagDontBoost

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ADVANCED TIPS ON DIGGING INTO DATA.

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WALK THROUGH REAL CASES.

HashtagDontBoost

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TOUCH ON TWITTER ADS.

HashtagDontBoost

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LEAVE TIME FOR YOUR BURNING QUESTIONS.

HashtagDontBoost

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BUT FIRST.

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- ME.

“DON’T BOOST.”

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HERE’S WHY.

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(VIDEO)

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• Only one ad at a time • No placement targeting • Limited interests targeting • Broad friends of fans targeting • Reach based, not objective based

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LET’S DO IT THE RIGHT WAY.

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UNDERSTAND OBJECTIVES

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WHAT DO YOU CARE ABOUT?

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• Driving in-store traffic • Referring website traffic • Acquiring new customers or leads • Generating brand and top-of-mind awareness • Building an engaged audience of customers

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`

HashtagDontBoost

MATCH YOUR BUSINESS GOALS WITH OBJECTIVES.

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`

HashtagDontBoost

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UNDERSTAND AUDIENCES + TARGETING

HashtagDontBoost

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LOCATION, LOCATION, LOCATION.

HashtagDontBoost

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PLACEMENTS:!

!

- Desktop (News Feed)

- Tip: Better for non-mobile links and contests

- Mobile (News Feed)

- Tip: Better for social engagement and direct response

- Right Column

- Tip: Optimize for clicks — it will get fewer

!

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HashtagDontBoost(VIDEO)

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TIP: PROMOTE AWESOME ORGANIC CONTENT. ONLY.!

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TARGETING: KNOW YOUR AUDIENCES!

!

- Location / Age / Gender

- Demographics

- Interests

- Behaviors

- Connections

- Custom

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HashtagDontBoost(VIDEO)

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TARGETING: CUSTOM AUDIENCES!

!

- Email List

- Customer List

- Retargeted Visitors

- Page Lookalike Fans

- Website Lookalike Fans

*ADVANCED

*

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HashtagDontBoost

TIP: DOWNLOAD YOUR DATA!

!

- Account Settings

- Download a Copy

- Analyze Ad Topics

“IOWA HAWKEYES" “SILICON PRAIRIE”

“SOCIAL MEDIA”

…AWKWARD.

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HashtagDontBoost

TIP: GRAPH SEARCH RESEARCH!

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HashtagDontBoost(VIDEO)

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TIP: SPLIT-TEST SEGMENTS!!

- MAKE COPY OF AD, CHANGE ONE VARIABLE

- MALE VS. FEMALE

- IMAGE 1 VS. IMAGE 2

- MOBILE VS. DESKTOP

- BRAND 1 VS. BRAND 2

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TIP: BIDDING!

!

- OPTIMIZED CPM (OR CPA)

- DAILY BUDGET VS. LIFETIME

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UNDERSTAND THE DATA

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DIG INTO AD REPORTS

*ADVANCED

*

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(VIDEO)

(VIDEO)

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BREAKDOWN:!

!

a) AD NAME

b) SPEND

c) AGE/GENDER OR PLACEMENT

d) IMPRESSIONS & FREQUENCY

e) # OF ACTIONS (ex. “website clicks”)

f) COST PER (DESIRED ACTION)

!

!

!

HashtagDontBoost

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UNDERSTAND STRUCTURE

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AD CAMPAIGN = CONTEST NAME AD SET = INTEREST TARGETS

INDIVIDUAL ADS = SINGLE SPLIT-TEST (IMAGE VS GENDER VS AGE)

(example)

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HashtagDontBoost

TIP: MAKE AD NAMES EASY TO UNDERSTAND.

CLIENT_ADTYPE_TARGETING_01_TARGETING_02_AD CONTENT

SCULPT_CONTEST_25-54_SBO_ENTREFEST

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CASE STUDIES IN ACTION

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HashtagDontBoost

PATRICK, THE COMPUTER GUYThe Computer Guy serves the home and home office computer user with reasonable rates and reliable service. We specialize in virus removal, home networking and data recovery.

My audience tends to be females in a 50 mile radius of Hampton, Iowa who is between 40 - 75.

- Drive website traffic - Acquire new customers or leads - Generate brand and top-of-mind awareness - Build an engaged audience of past and prospective customers

TARGET AUDIENCE

OBJECTIVES

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I want to know how to best run an ad campaign that will draw customers to my Facebook page,

website and cellphone.”“

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d

`

HashtagDontBoost

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Gender: females Location: 50 mile radius of Hampton, Iowa Age: 35-44, 45-54, 55-64, 65+

RECIPE

TARGETING

• Limited time offers for maintenance or routine services • Direct Response link posts (free / low-risk offer) with CTA buttons,

that track submissions or downloads • Promote most engaging posts to fans only, and target audience • Page Lookalike Audience targeting for new fans • Target email list (custom audience) and lookalike fans

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TWITTER ADS: WHAT TO KNOW

HashtagDontBoost

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WEBSITE CARDS LEAD GEN CARDS

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NEVER STOP LEARNING(RESOURCES)

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facebook.com/advertising

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SO, IS IT WORTH IT.

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1) TARGET APPROPRIATELY. 2) OPTIMIZE USING INSIGHTS. 3) UNDERSTAND OBJECTIVES.

4) TEST EVERYTHING.

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AND REMEMBER.

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“DON’T BOOST.”

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HOW CAN I HELP YOU?

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HashtagDontBoost

WEARESCULPT.COM