Webmarketing123: Secrets to Great Facebook and LinkedIn Ads

Secrets to Great Facebook & LinkedIn Ads Strategies for staying ahead of the rest

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Want to learn more?

Contact us for a complimentary digital media strategy

session. Details at end of webinar.

Housekeeping Items

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1 Why Market on Facebook or LinkedIn? The “Social PPC” opportunity

2 Setting Expectations Planning to execute a successful Social PPC program

3 Crafting an Optimal Social PPC Ad Best practices for ad creation

4 Testing & Optimization Experimenting with ads for best ROI

5 Key Takeaways Recap of Social PPC

Webinar Agenda

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Webinar Agenda

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1 Why Market on Facebook or LinkedIn? Crucial elements of a successful paid search account

At the start of 2011, Facebook had 40% share of the daily web traffic worldwide.

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1 Marketers are Spending More Time on Social Too Time spent by marketers on social media activities

• A significant 58% of

marketers use

social media for 6

hours or more

weekly and 34% for

11 or more hours.

• 15% of marketers

spend more than 20

hours each week on

social media.

Source: 2011 Social Media Marketing

Industry Report, Social Media Examiner

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1 What People Do on Facebook What is your target audience looking for?

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1 Why Market on LinkedIn? LinkedIn is experiencing phenomenal growth

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1 Market Opportunity on Social Networks The market is already huge and continues to grow

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1 Demographic Targeting Capabilities Crucial success factor for driving Social PPC results

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Webinar Agenda

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2 Setting Expectations for Your Social PPC Program Push vs. Pull Marketing

Search Engine Users: Are

actively looking for a product or

service

Social Sites: There to consume

content (i.e. not your ads)

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2 Setting Expectations: Platform Maturity Level What to expect

• SEM (traditional PPC):

• Mature market with solid UI’s

• Stable technology, good tools, lots of information

• Social PPC:

• Direct tools and 3rd party ecosystem still developing

• Many unknowns

• Pace of change is very rapid

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2 Setting Expectations for Results What to expect

• Results

• Google is still King for most direct response advertisers, but…

• Social PPC lets you expand to those who are not actively searching

• Social PPC allows you to market to niche audiences

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2 Setting Expectations within the Platform Similarities and differences from AdWords & adCenter

• Character restrictions

• Graphical elements

• Hybrid between SEM & Banners

• Targeting

• Text ad – Headline & Description

• CTR / Quality – Big factor in

performance

• CPC

Similarities Differences

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Webinar Agenda

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3 Crafting an Optimal Ad Your ads must…

Stand out from background

noise and clutter

Grab Attention

Actively divert user from their

intended action

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3 Crafting an Optimal Ad Your ads must generate…

Ask yourself these questions:

• What is the offer?

• Benefit to user?

• Why should they care?

• Is the message clear and

obvious?

Interest

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3 Crafting an Optimal Ad Your ads must create…

Action

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3 Anatomy of a Social PPC Ad Like traditional PPC… plus an image

Social PPC Ads have 3 Elements:

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Headline

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Description

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Image

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3 Anatomy of a Social PPC Ad: Headlines Grab user’s attention and provide reason for reading further

Tip: Follow traditional best practices, i.e. direct and very straight forward

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3 Anatomy of a Social PPC Ad: Headlines Tips and best practices to experiment with

• Try asking a question

• Speak directly to the targeted

demographic

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3 Anatomy of a Social PPC Ad: Images Best practices for using images

• Goal: Grab Attention

• Work in tandem with the Title

• Create Relative Difference:

• Make your ad stand out from

everything else

• Color:

• Both FB and LI have similar color

palettes: grey and shades of blue –

don’t use this in your images!

• Use contrasting colors to make your

ad pop

• Try adding a border to your image

• Reverse the color palette

OK Better

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3 Anatomy of a Social PPC Ad: Images Best practices for using images

• Focus:

• Dimensions are small, so close-up images

work best

• Try interesting angles and odd perspectives

• Relevancy:

• Image doesn’t necessarily need to represent

product

• Use images to speak to audience and convey

your message

• Test interesting imagery, people, faces,

abstract images

• Be creative – the key is to grab the user’s

attention!

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3 Anatomy of a Social PPC Ad: Copy Generate interest and push user down the conversion funnel

Use the body to add detail, supporting facts, additional information – complete the

message began by the Title and Image.

• Effective Copy Should:

• Emphasize benefits to user

• Highlight differentiators

• Provide incentive or special offers

• Finish with a strong CTA

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3 Anatomy of a Social PPC Ad: Copy Body Description Copy

• Keep it Short

• Short ads generate a higher CTR

• If you need to write a longer ad, highlight the important elements

• Place them at the beginning or end of the ad

LinkedIn Ads

• If possible, save details

for the landing page

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Webinar Agenda

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4 Ad Testing & Optimization Optimization Strategies

• Optimization Goals: Generate ads which offer the best combination of

volume and efficiency

1. Optimize for CTR

2. Optimize for Conversion

Disclaimer: We will be reviewing pure ad optimization and ignoring bidding,

CPC, CPA, etc. Real life optimization usually must consider these other factors.

Total Clicks

Total Impressions

Click Through

Rate

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4 Ad Testing & Optimization Optimizing for CTR

How to Start:

1. Pause Underperformers

a. Screen for ads with impression > 10,000

b. Sort these ads by CTR

c. Pause all ads with CTR < 0.01%

2. Find the Winners

a. Screen for ads with impression > 10,000

b. Flag all ads with high CTR (> 0.10%)

c. Analyze for common elements

3. Build on Success

a. Screen for campaigns without live ads

b. Copy winners (or variations of) to these campaigns

c. Consider copying winners to campaigns with only “average” ads

d. Test new variations of winners against the originals

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1 Ad Testing & Optimization

1. Minimum Impression Threshold

a. Calculate minimum acceptable CVR using observed CPC and known CPA

[ CVR = CPC / CPA ]

b. Use observed CTR or assume ‘average’ CTR

c. Work backwards from a single conversion to clicks to impressions

[ Min. Impressions = 1 / CVR / CTR ]

Optimizing for Conversions

Conversion CTR Impressions

Work backwards to figure out your minimum impression threshold

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1 Ad Testing & Optimization

1. Minimum Impression Threshold

a. Calculate minimum acceptable CVR using observed CPC and known CPA

[ CVR = CPC / CPA ]

b. Use observed CTR or assume ‘average’ CTR

c. Work backwards from a single conversion to clicks to impressions

[ Min. Impressions = 1 / CVR / CTR ]

2. Pausing Underperformers

a. Screen for ads with impression > min. threshold

b. Sort these ads by CVR

c. Pause all ads with CVR 50% less than average

3. Finding the Winners

a. Screen for ads with impression > min. threshold

b. Flag all ads with high CVR

c. Analyze for common elements

4. Building on Success

a. Screen for campaigns without live ads

b. Copy winners (or variations of) to these campaigns

c. Consider copying winners to campaigns with only “average” ads

d. Test new variations of winners against the originals

Optimizing for Conversions

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4 Ad Testing & Optimization Best Practice Tips

Don’t Always Wait for Conversions

1. Start by optimizing for CTR to create conversions faster

• Higher CTR = more clicks

• Higher CTR = more impressions via improved ad delivery

2. Reduce CPC

Pay Attention to CTR and Impression Trends

1. Ad fatigue is almost inevitable after 1-2 weeks

• “Refresh” ads by making minor changes

• Ads must appear different enough but maintain the qualities that make

them winners

2. Have a bank of images and titles ready to go

3. Vigilantly check on new ads during the first 1-3 days

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4 Ad Testing & Optimization Tips to Improve Your Campaign

Create 1 Ad per Campaign

• Increases control over ad serving

• However increases complexity and number of campaigns

Use a Logical Ad & Campaign Naming Convention

• Must provide useful info at a glance

• Example for naming ads: [image][headline variation][targeting]

Leverage Technology

• Many of these tasks are manual

• At the least try to use Facebook Power Editor

• Consider 3rd party tools for large or complex campaigns

• Automated testing

• Automated ad rotation

• Image library, etc.

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4 Ad Testing & Optimization Ad Creative Comparison Example

Courtesy of MarketingSherpa &

Facebook

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Webinar Agenda

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• Ads must create Attention, Interest, and Action

• CTR is the main factor in ad serving – pay attention to it!

• Fight Ad Fatigue by introducing variations of your best ads

• Leverage Technology or employ an agency to manage large or complex

campaigns

• Start today!

5 Key Takeaways

Thank You! Questions?

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Thank you for your attendance today!

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