How to Structure Your Ad Budget to Include Social

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&HOSTED BY:

How to Structure Your Ad Budget to Include Social

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Presenters

• John Lee– Managing Partner at Clix Marketing

– John is a PPC, display and social advertising professional. He has written for Search Engine Watch, ClickZ, Acquisio Blog, Clix Marketing Blog, PPC Hero and the WordStream Blog. John is also a speaker at SMX, ClickZ Live and HeroConf.

• Cassie Oumedian– Sr. Account Manager at Hanapin Marketing

– Blogger at PPC Hero

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Join the conversation

• Include the hashtag #thinkppc in your tweets.• Or use the webinar question box to send us questions.

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How to Structure Your Ad Budget to Include Social

1. How Businesses are Budgeting for Social Media in 2014

2. Create A Social Strategy – Have A Plan

3. What Social PPC Options Are Best For Your Budget?

4. Tracking Social Media – Track ROI & Get More Budget

5. Economy of Scale – Small vs. Large Budget Success

6. Best Practices for Metering Your Social Advertising Budget

7. What Features are Worth Testing on a Limited Budget?

8. The Question on Everyone’s Mind: How Do I Set a Social Ads Budget?

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Live Poll Question #1

How long have you been in PPC?

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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How do you manage your account(s)?a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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2014 Social Media Budgets

45.6% of business expect their social media spending to increase up to 10%

Only 29.1% of businesses have a distinct budget for social.

23.9% of budgets coming from print, television, and radio.

Source: Social Strategies for 2014, Wildfire by Google and AdAge, 2013 & MarketingProfs.com

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Source: Social Strategies for 2014, Wildfire by Google and AdAge, 2013 & MarketingProfs.com

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Creating a Social StrategyDetermine

Goals

Know your audience

Analyze competition

Determine Social Tactics

Define tone and frequency

Engage your audience

Keep it fresh

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What Social PPC Is Best For You?

…….It Depends!

BTC vs. BTB

Large Budget vs. Small Budget

Branding vs. Direct Response

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PPC Social Options – Facebook - BTC

1. Interest and Category Targeting

2. Custom Audiences – target email sign ups!

3. Lookalike Audiences

4. FBX (Facebook Exchange) Retargeting – Newsfeed

Case Study: Health Supplement Vertical (BTC)

Facebook - 79% Lower CPA on CONVERSIONS vs. Google & Bing

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PPC Social Options – Linkedin – BTB

• Minimum CPC of $2.00

• Targeting Options• Job title, job function, industry, geography, company size, company name,

seniority, age, gender, LinkedIn group

• 10 targets per campaign for Geography, Industry, Job Function

• 100 targets per campaign for Company, Job Title, School, Skill, Group

• Budget & Performance Tips –

• Higher CPCs but typically higher CVRs due to targeting options

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PPC Social Options – Linkedin - BTB

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PPC Social Options – Twitter – BTB/BTC

• Promoted Tweets • Promoted Accounts BTC• Twitter Lead Cards –• Collects email addresses.• 20 character call-to-actions.• Target by audiences, keywords, #hashtags.• Avoid Hard Sell

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Tracking Social – FacebookNot Just Likes & Social Impressions!!

Track Actual Leads, Conversions in Facebook and get more budget!

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Tracking Social – LinkedIn• In Account Lead Collection• Lead Includes - member’s name, headline, LinkedIn profile, and email• Free!

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Tracking Social – Twitter• Promoted Tweet Conversion Tracking – Great for Direct Response/BTC• Custom Attribution – 1,7,14,30

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Tracking Social – GA URL Builder

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Economy of Scale: Small vs. Large Budget Success

Is Social Media Advertising is Easier With a Larger Budget?

In a word… Yes.

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Economy of Scale

Textbook Definition:A proportionate saving in costs gained by

an increased level of production.

Applied to Social Advertising:• Translate cost to time and

efficiency.– More budget = more

impressions, clicks and conversions = more data.

– More data = faster, more accurate optimization.

• Shared learning spread across all campaigns and ads to quickly scale campaigns.

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Why a Large Budget?

• Lack of ad scheduling.

• Large number of targeting options and features.

• While specific and detailed, targeting is relatively broad.o Not like Search PPC where an individual is actively

looking for your product or service.

• High CPCs (excluding Facebook).

• Large audience = high impression and click potential.

• Traffic velocity dictates testing speed (accuracy?) in a high ad-turn-over-rate environment.

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Does This Mean the Small Budget Advertiser is Out of Luck?

• No!

• Data accumulation and optimization will take longer and be less efficient.

• Must be prudent with channel and feature testing.

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What Features are Worth Testing on a Limited Budget?

The Most Targeted Ones.

(note to presenter: pause for comedic timing)

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Feature Testing: Facebook EditionCustom

Audiences

Lookalike Audiences

Facebook Exchange Remarketing / Website

Custom Audiences

Targeting Connections / Similar to Connections

Interest Targeting

Partner Category Targeting

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Feature Testing: LinkedIn EditionSingle

Campaign/Multiple Targeting

Features

Companies and/or Industries (Single Campaign / Single Targeting Feature)

Job Titles and/or Job Categories (Single Campaign / Single Targeting

Feature)

Skills (Single Campaign / Single Targeting Feature)

Groups (Single Campaign / Single Targeting Feature)

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Feature Testing: Twitter EditionPromoted

Tweets: Similar to YOUR

FollowersPromoted Tweets:

Similar to Followers of Competitors or Thought Leaders

Promoted Tweets: Exact and Phrase Match Keywords (Search and/or Timeline)

Promoted Tweets: Broad Match Keywords (Search and/or Timeline)

Promoted Tweets: Interests (Search and/or Timeline)

Promoted Accounts (assuming your goal is direct response)

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Best Practices for Metering Your Social Budget

When budget is small, you can’t test everything at once.

• Test one channel at a time.

• Test one feature at a time (refer to targeting pyramids).• Blend feature sets and channels once you’ve established what works.

• If need be, manually pause/resume campaigns to establish ad scheduling.• Time of day; day of week.

• Twitter: utilize standard ad delivery to pace budget daily.

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Get More For Your Buck!

Looking for a long-term, sustained campaign?• Facebook:– right-hand placement ads (low CPC, slow-but-steady

traffic)

• LinkedIn – traditional ad placement (high CPC, slow-to-moderate

traffic)

• Twitter– any promoted tweet format on low bid and standard

delivery (low cpc, steady traffic)

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Get More For Your Buck!

Thinking big and OK with draining budget?• Facebook:

– newsfeed ads on desktops & mobile (high CTR, moderate CPC)

• LinkedIn – sponsored updates on desktops & mobile (high CTR,

moderate-to-high CPC)

• Twitter– any promoted tweet format on a higher bid and accelerated

delivery (higher engagement rate, moderate-to-high CPC)

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How Do You Set a Social Ads Budget?

• The “holy grail” that advertisers and agencies seek to find.

• There is no exact number or one size fits all solution.

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At a Glance:• What is available?– Based on business limitations and overall

marketing budget.– Find areas of wasted spend in other marketing

channels to divert to social (permanently or for testing).

• Back into the math... Not an exact science.

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Create accounts and build hypothetical campaigns.• Understand CPC/CPM requirements based on audience

size (reach) and targeting parameters.

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The Conversion-Based Formula

Use conversion goals to determine budget.• Back into the math.

– How many conversions do you want or need to be “successful”?– How many clicks does it take to get a conversion?

• Use display advertising clicks and conversion rates as a baseline for estimation.

– ***This is just one way to approach budget.***

Clicks per Conversion

Estimated CPC / eCPC

Cost per Social

Conversion

Desired # of Social

Conversions

Cost per Social

Conversion

Potential Budget

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Which types of ads do you use most often (or which type are you most excited to start out with)?#thinkppc

a) Ads (the right hand side ones that started it all)b) Sponsored storiesc) Mobile only adsd) Video adse) Anything and everything

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Would you like help with your PPC accounts and management?

I’m interested in:

a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).

b.) Get a free opportunities analysis on your paid search, display and social media advertising campaigns from Clix Marketing.

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Live Q&A Time!

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Have more questions?

Thank you for attending Social PPC webinar! #thinkppc

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Get a free PPC, display and social advertising campaign review and opportunities analysis:try.clixmarketing.com/free-campaign-analysis/

• Or Contact us Directly:• Webinar Feedback: [email protected]

http://www.hanapinmarketing.com/solutions-blueprint-sign-up

http://try.clixmarketing.com/free-campaign-analysis/

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