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@MELONIE
MELONIE GALLEGOS
Social Media Advertising and Measurement
@MELONIE
Social Network Ad Spending $23.68 billion Worldwide
•33.5% increase from 2014 worldwide•US & China leading 50% worldwide market•16% of all digital ad spending by 2017•$9.59 billion US 2015•Spend $50 per user in 2015•Facebook advertising consists of 64% market, Twitter 8.8%, LinkedIn 3.8%
Source: emarketer.com “Social Network Ad Spending Hit 23.68 Billion Worldwide”
@MELONIE
Who’s Advertising?
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AND, ADVERTISING IS NECESSARY FOR A SUCCESSFUL CONTENT PROGRAM
CONTENT MARKETING is your advertising program.
@MELONIE
Top Social Traffic Drivers #1
#2
#3
+
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Instagram Tops Engagement
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Now, anyone can advertise on Instagram.
•Direct response ads with linking•Available for all business, big and small•Self-service interface•Create and Buy with Facebook Ads
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100% INSTAGRAM
100% SNAPCHAT
87% FACEBOOK
80% TWITTER
50% LINKEDIN
50% YOUTUBE
Social media is mobile first.
Advertising, content & landing pages must be made for MOBILE.
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What To Measure
LINKS | BLOGS | OFFERS
CPC links CTR links
PHOTOS | VIDEOS | CONVERSATIONS
CPECTR ad
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Measuring Facebook advertising isn’t straightforward.
CPC ad links vs. CPC web linksCTR ad links vs. CTR web links
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The benefits of not boosting your Facebook post.
Boosting A Post•Optimizes for
engagement•Default CPE•CPC = clicks anywhere
on the ad•Link clicks generally
more expensive•To fans and friends in
geographies
Web Link Ad•Optimizes for link clicks•Default CPC = link•Highly targeted•More efficient spend for traffic•Higher CTR
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Top 3 Ways To Target Customers
Interests
Email List
Website Visitors
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Case Study
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Content
InfographicsAd Type
Promoted Pin Traffic CampaignTest
Education vs. ProductTarget
KeywordsMeasure
Web Clicks
Product VS. Technique
• Running• Running shoes for
high arches• Running shoes for
flat feet
248 REPINS 413
228 CLICKS 102
1.4% CTR .11%
$0.44 CPC $0.66
• Cycling• Road cycling• Road cycling
workout
No Sales Permitted
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Content
Website URL’sAd Type
Carousel AdTest
Blogs vs. ProductsTarget
Email list, running + fitnessMeasure
Web Clicks
Content VS. ProductsRunning Guides $0.26 CPC link | 2.75% ad CTR | 2.43% link CTR | 385 link clicks
Running Shoes $0.33 CPC link | 2.26% ad CTR | 1.85% link CTR | 305 link clicks
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ROI ChecklistUse the right type of adHave a content strategyDon’t forget the CTAUse Google Analytics parameters (tags)Set Google Analytics GoalsIdentify Google Analytics eventsTrack shopping cart revenueTwitter & Facebook ad pixel
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QUESTIONS?
Thank You
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@MELONIE
@FANDOMMARKETING
