six things you didn't know you could do with social advertising

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How to Recover from the Holidays Faster Than Your Competition

Six Things You Didn’t Know You Could Do With Social

Advertising

HOSTED BY:

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Presenters

• Eric Couch– Senior Account Manager at Hanapin Marketing

– Blogger on PPC Hero

– @ecouch11

• Kristina McLane– Account Manager at Hanapin Marketing

– Blogger on PPC Hero

– @kristinaMcLane

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Join the conversation

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

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Live Poll Question #1

How long have you been in PPC?#thinkppc

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

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

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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#1: Facebook’s Many Ad Types

You can (and should) be using all availablead types on Facebook.

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That Includes…

Sidebar ads.

Page Post ads.

The many, many different flavors of Page Post Ads.

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Sidebar Ads

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Sidebar Ads

Note: Facebook recently updated their Sidebar Image ad dimensions.

If you haven’t changed yours recently, you’ve got a problem.

For instance, you may start asking yourself “why is my previously-great Sidebar ad campaign no longer getting clicks?”

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Sidebar Ads

Old Sidebar Ad Images:

- 100 x 72 pixels for link thumbnails.

- 120 x 120 pixels for photo shares.

- 128 x 128 pixels for video thumbnails.

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Sidebar Ads

For reference:

100 x 72 120 x 120 128 x 128

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Sidebar Ads

New Sidebar Ad Images:

- 254 x 133 minimum requirement.

- 1200 x 637 recommended size.

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Sidebar Ads

For reference:

100 x 72 254 x 133 1200 x 637

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Godzilla Facebook Ads Through the Years

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What are Page Post Ads?

These things:

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Why do they rock?

Because of this:

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Why do they rock?

Because they mimic (and are) actual content.

Because people will like, share, and comment on your ad organically.

This gives your ad legitimacy, and inertia.

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Why do they rock?

It also makes me feel warm and fuzzy inside to see people like my ads.

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But did you know…

If people don’t like your ads, you can (and should) audit your comments to prevent negative messages from being seen.

It makes no sense to pay for negative press.

And you don’t have to!

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But did you know…

Just hide those comments.

No one aside from the poster (and their friends) will ever see them.

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Like this guy.

THIS KEEPS GOING.

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Or this guy…

THIS IS THE SAME GUY POSTING

TWICE.

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… Or this guy.

WAIT, WHAT?

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#2: Facebook Custom & Lookalike Audiences

Why Custom Audiences Work?

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Targeting Lookalike Audiences

Why Lookalike Audiences work?

Tips:• Use What Already Works. • Layer Your Lookalike

Audiences• Conversion Tracking

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Lookalike Audiences of Converted Visitors

What do I need?1. Previous Conversion Data2. Separate Campaign3. Ad Creative

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#3: Facebook Video Post Ads

You can do video posts on Facebook.

And not the prohibitively-expensive kind of premium video ads they talk about.

And you can use all of the same targeting methods that Kristina just talked about when you run them.

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They Look Like ThisACCOUNT INFO

VIDEO DESCRIPTION

PEOPLE WHO LIKE ME

MORE ACCOUNT INFO

VIDEO THAT PLAYS DIRECTLY IN FACEBOOK

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Why Should You Run Them?

If you have videos, you can make use of them.

They also have a really, really high Click-Through Rate.

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Some Statistics (Last 30)

FACEBOOK CAMPAIGN CLICK-THROUGH RATE

SIDEBAR ADS 0.124%

REGULAR PAGE POST 1.300%

VIDEO PAGE POST 2.124%

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Why Should You Run Them?

That’s almost twice the click-through rate of a regular page post.

That’s almost twenty times the click-through rate of a sidebar ad.

And it’s pretty.

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Video Tip #1

Like YouTube video ads, make sure you keep your Facebook video ads short.

You need people to get through the entire video so they can see…

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Video Tip #2

Your Call-To-Action Button.

It only shows up at the end of your video, but will allow you to link to an external Destination URL.

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Video Tip #2

If you’re at all interested in direct response…

• Keep your videos short.• Use the Call-to-Action Button.

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#4: Facebook Remarketing

FBX vs. Native FB RemarketingThe main vendors for Facebook Retargeting are AdRoll and Perfect Audience.

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FBX Retargeting – Pros

Pros:• Easier Navigation• Simpler Ad Creation• Assistance is Available

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Dynamic Remarketing

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FBX Retargeting – Cons

Cons:• Extra Cost• Less Options

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Native Facebook Remarketing

Pros:• One Interface • More Ad Options

(Offer Ads, Events, etc.)

• Can Layer Your Targeting

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Native Facebook Remarketing

Con: Takes More Time

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#5: Twitter Cards – TypesLead Generation Cards

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Twitter Cards –Types

Website Cards

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Twitter Cards – Best Practice

Make People Feel Special.

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Twitter Cards – Best Practice

Don’t Forget To Test.

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Twitter Cards – Best Practice

Don’t Ignore Them!

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Twitter Remarketing

Conversion Tracking = Remarketing Lists

Best Practices:• Website Tags: Conversions &

Tailored Audiences• Refine Them!

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Remarketing with Twitter Cards

Boost Conversions By Remarketing On Twitter

Increase leads by creating remarketing lists and targeting individuals to push leads on or off Twitter.

What do I need?• Separate Campaign• Twitter Website Tags• Twitter Cards: Website or Lead

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Live Poll Question #3

#3 – What social network are you most excited about advertising on in 2014?#thinkppc

a) Facebookb) LinkedInc) Pinterestd) Twitter

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#6: Are You LinkedIn?

We’d be remiss if we didn’t mention LinkedIn.

Kind of like Facebook, it gives you the opportunity to target people in a way that you can’t in AdWords.

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#6: Are You LinkedIn?

The potential applications for B2B, in particular, are compelling.

By, say, targeting specific titles and decision-makers in the specific organizations that you’re looking to court.

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LinkedIn Pros

• Low fee to start• Minimum CPC of $2.00 • May be lower than many AdWords CPCs.

• Minimal investment • Can spend as little as $10.00/day.

• Multiple ad types!• Sponsored inMail, Linked Updates, Social Ads

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LinkedIn Pros

• Targeting options: Target by location, by company, by industry, and by job title.

• Inexpensive yet flexible: CPC or CPM bidding, flexible daily budget.

• Easy to set up!• Just requires a linked credit card, really.

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LinkedIn Cons

• Can be too restrictive.• Lead tracking can be tricky. (Use Analytics!)• No help desk.• CTR is king! It determines when you show.• Account access can be difficult- requires a

link to your personal account.

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LinkedIn Best Practices

• Segmentation is key!• Divide your targeting methods by campaign.

• Rule of thumb: A good audience size is at least 100k strong (100k – 400k recommended).

• Always choose one or more locations.

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LinkedIn Best Practices

• When targeting by industry: audience sizes are fairly substantial here, so one or two will usually work.

• When targeting by job function: consider these your keywords. Group them in similarly-themed ad groups so your ad copy is still relevant.

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LinkedIn Best Practices

• Have at least 3 ad variations within your campaign and refresh them monthly.• Tip: Good ads have a CTR greater than 0.025%.

• Always include an image in your ad.• They’re small (50 x 50 pixels), so make sure they fill

up the space and are easy to read.

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LinkedIn Best Practices

• Business-to-Business Marketing does very well on LinkedIn.

• Have a LinkedIn-only landing page.

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Need Help?

Would you like help with your PPC accounts and management?

I’m interested in:

o PPC Management: We handle the day-to-day management of your PPC account.

o Account Audit: We review your account for optimizations.o PPC Retainer: We handle only specific needs within your

account.o FREE Account Analysis: We look at your account and

provide analysis and consultation (For accounts with $20K+ in adspend).

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Get a FREE Account Analysis from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/account-analysis/

• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketing.com