Facebook & Twitter Ad Strategies A Survival Guide

Ian Mackie Director of Strategy

July 24, 2013

Webinar Information

Please ask questions & we will try to answer them at the end of the webinar Webinar is being recorded & will be uploaded to www.pointit.com We will email a link within 24 hrs.

About Point It
Launched in April 2002 Seattles largest independent search marketing firm SEM, SEO, Marketing Automation and Web Design, 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

Agenda
Promoted What? Twitter Ads for everyone! Twitter Analytics whos engaged? Facebook Ads show me the money! Facebook Insights more than just likes Mobile + Social Content Ads ultimate companion to SEM?

Twitter Ads
The Next Big Thing or more unfulfilled promises?

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 Build Awareness Offers/Promos Promote Events New Products Store Openings

Promoted Tweets

Promoted Accounts

Followers/Awareness

Twitter Ads Promoted Tweets

Promoted Tweets

Target by Keywords (Users who search or tweet)

Target by Interests (Users w/ specific interests)

Users Timelines

Target People Similar to Followers of

All Formats include: Geo targeting (DMA only) Gender Device By OS Desktop vs. phone/tablet Budget Pacing even or accelerated Maximum bid (spend per engagement)

Search Results

Interest Categories

Twitter Ads Promoted Tweets (Keywords)

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

Twitter Ads Promoted Tweets (Interests)

Target by Interests (Users w/ specific interests)

Target People Similar to Followers of

Interest Categories

Categories more volume, lower engagement rates Similar Followers lower volume, higher engagement rates

Twitter Ads Promoted Accounts Grow your Twitter community

All Formats include: Geo targeting (DMA only) Gender Device By OS Desktop vs. phone/tablet Budget Pacing even or accelerated Maximum bid (per follow)

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

Twitter Ads Campaign Analytics

Understand handles, interests & keywords that drive highest engagements rates & lowest CPE
Quick tip: Download Handles data to Excel, filter for best performing & bulk update

Twitter - Analytics
Understand tweets - paid or organic - that are driving engagement (faves, retweets & replies)

Facebook Ads
The pursuit of happinessor least positive ROI

Facebook Ads
The secret (at least one of them) to generating actual ROI from Facebook Ads? 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 & Description 4. Type: Emails > Create 5. Save and wait

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 hand rail only) DO include URL tracking parameters

Results?
Campaign Product A-EmailList FathersDay-EmailList Product B-EmailList Totals Revenue $4,732 $987 $973 $6,828 ROI 542% 442% 219% 498% Transactions Average Value Cost 25 $189 $737 9 $110 $182 7 $139 $305 42 $146 $1,224 Ecommerce Conversion Rate 0.94% 1.48% 2.27% 1.56%

Facebook Insights
New Facebook Insights announced 7.9.13

Overview Page Likes Post Reach Engagement 5 most recent posts

Facebook Insights Your Page

Page Likes: total likes, net likes (new unlikes) & where they are coming from Post Reach - impact of paid vs organic

Is there more sharing occurring because of paid support?

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 drive engagement likes, shares & comments

Facebook Insights Your Peoples

Your Fans Age & Gender + GEO (determine if running ads changes make-up of audience) People Reached whos seeing your posts?

Most importantly who is ENGAGED and are ads impacting these metrics

Social + Mobile
Its already happeningso why arent more businesses running social ads?
56% of American adults now own a smartphone of some kind 67% of online adults use social networking sites. Pew Internet Project 47% of Americans agree that they follow or engage with at least one brand on a social networking site. 35% of Americans agree that they regularly check out brands social networking pages. - Ipsos Open Thinking Exchange - Jan 13

Content Ads perfect compliment to SEM?

What mobile platform works best?

What (we think) works & doesnt on Facebook & Twitter Ads
The Good Twitter The Bad Apps Likes Offsite Content Offsite Content Apps A lot Events sort of

Followers

Offsite Content

Events

The Good
Facebook The Bad

Thank you!

Q&A Other questions? email: ianm@pointit.com