The Basics of Social Media Advertising

September 23, 20101:00 PM – 2:00 PM (EDT)

Who We Are

Clickable provides a complete, custom solution that makes online

advertising across Google, Yahoo, Bing and Facebook

Simple, Instant and Profitable™.

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Who We Are

Jordan Franklin

Clickable Solutions Team Leader

Max Kalehoff

Clickable Vice President of Marketing

Agenda

Our Goal Today: Introduce the Basics of Social Media

Advertising, With Focus On Facebook Ads.

1. What is it? Why does it matter?

2. The basics of social media presence: Pages and Ads.

3. Ad creative standards and best practices.

4. Strategies for “hyper-targeting” users on Facebook

and other social networks.

5. Should you advertise on social media networks?

6. Ways to get started.

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Social Media Today

• Online media that facilitate

social interaction

• Among most important innovations

in online advertising since search.

• Companies with major scale

(especially Facebook) are creating

new opportunities for advertisers.

• It is critical for advertisers to explore

and experiment with social media

advertising because that’s where

many online consumers are going.

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Progression of Social Media Marketing

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Earned Social Media Tactics

Social Advertising

Social Media Advertising Audience

• Facebook: 500 million+ members.

• Twitter: over 100 million+ users.

• LinkedIn: over 75 million+ members.

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What’s Unique About It?

“We enable effective word-of-

mouth advertising at scale

for the first time." - Sheryl Sandberg, Facebook's chief operating officer (WSJ 2010)

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Where Does Facebook Advertising Fit Into Your Overall Advertising Plan?

• Awareness & Acquisition: get customers.• Deliver messaging about your brand to connect with target audiences.

• Engagement & Community Building: build fans.• Cultivate fans to interact with, drive loyalty, and “like” you.

• Direct Response: performance advertising.• Invest in targeted media in order to drive a specific conversion.

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Maintaining a Presence

Facebook Pages Cost-Per-Click (CPC) Ads

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Facebook Pages

• Facebook Pages are like mini Web pages within social media sites.

• Any company, brand or organization can make a Page for free.

• Customers and potential customers can become “friends” or “fans” of

your business or brand.

• Can include information about your business, such as:

• Hours

• Location

• Website

• Menu/list of services

• Can (and should) include other dynamic content, such as:

• Your updates (e.g., “Sale this week only!”)

• Comments left by your customers and fans

• RSS feed of your blog

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Facebook Pages

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Facebook Pages

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Facebook Pages

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Facebook Pages

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Best Practices for Facebook Pages

• Facebook Pages can be used as landing pages for awareness

campaigns and engagement.

• Make sure somebody within your organization can manage Pages on a

day-to-day basis; they are specific and dynamic.

• Take advantage of the ability to mass-message your

fans/friends/followers.

• Decide whether to display your customers’ comments.

• If you do, you’ll need to moderate them.

• If you don’t, you’ll need to fill that blank space somehow.

• Don’t create a Page just because, and then leave it blank,

out-of-date, or ugly. It’d be better to not have one at all.

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Who Should Create A Facebook Page?

• If you have real-world fans or members:

• Local pizza place, ice cream shop, coffee house

• Consumer brands

• Membership-based organization (church, club)

• If you have a service or product that people might search for you

on Facebook.

• Results are localized

• Not a lot of competition

• If you want to provide your customers with a hip, casual way to interact

with you and each other.

• If you want to be able to target advertising and messages specifically

to your fans.

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Social Media Cost Per Click Ads

• Social ads are similar to content match ads

• Auction-based, CPC pricing

• Ads appear within content pages (not search results pages)

• Typical click-through rates (CTR) are comparable

• Ads are narrowly targeted to a niche audience

• Important differences from content match ads

• Targeting: Social/demographic, not contextual.

• (Interests Versus Keywords)

• Ad creative formats: 125 character descriptions, should

always include images.

• Account structure: No ad groups.

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Facebook Ads are not contextually based on page content. They are targeted to the user’s profile data.

Ads are for a 30-year-old college-

educated male in Baltimore.

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Creating Targeting “Personas”

• Define your user personas in business terms, rather than

starting with targeting options

• “18-25 yr. old male college graduates with an interest in chess”

• “unmarried 20-25 yr. old women living in Pennsylvania”

• And so on…

• Once you’ve defined your personas, use the social

network’s targeting options to best match them.

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Social Media Ads: Targeting

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Consider Facebook:• Geographic Location

• Gender/Sex

• Language

• Cultural Interest/Hobby/Fan Status

• Education Level

• Relationship/Marital Status

• Workplace/Employer

• Sexual Orientation

• College/Alma Mater

• College Major

• Birthday

Social Media CPC Ads: Ad Creative

• Destination URL

• Title (25 chars)

• Body text (125 chars)

• Image (recommended)

• Best Practices

• Best practices for other online advertising venues apply.

• Always include an image.

• Customize your message to your target audience.

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SEM Account Structure

Campaign: Set budget (contains ad groups)

Ad Group: (contains targeting parameters & ads)

pizza

Keywords:

pizza delivery

order pizza

pizza online

cheap pizza

Ad Group 2

keywords ↔ ads

Ad Group 3

keywords ↔ ads

Ad Group 4

keywords ↔ ads

Ads:

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Social Ad Account Structure

Ad: Set bid

(contains targeting parameters and one ad)

Targeting

Parameters:

•NYU student

•Manhattan

•18-22

Single ad creative

Ad 2

Targeting Parameters ↔ Ad Creative

Ad 3

Targeting Parameters ↔ Ad Creative

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User Paths

A recipient of an ad may…

• Simply Receive An Impression

• Interact With The Ad

• Click To Visit Facebook Page• Ideal for awareness and engagement goals.

• Inside experience often more seamless.

• Requires a curated profile page.

• Click To Visit External Pages• Ideal for direct-response goals.

• More control over tracking.

• More control over site experience.

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Who Should Use Facebook Ads?

Do try them if…

Your goals include:

Awareness & Acquisition or

Engagement & Community Building or

Direct Response

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Who Should Use Facebook Ads?

Do try them if…

You can describe your target

audience in terms of its social,

cultural, demographic or

psychographic characteristics.

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Who Should Use Facebook Ads?

Do try them if…

You can define your goals and

implement proper tracking and

success measures.

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Ways To Get Started

1. Actively participate in Facebook, LinkedIn, Twitter.

2. Create a company Facebook Page or company profile.

3. Create a single practice ad for a tiny niche.

4. Then create a broad ad covering many targets.

5. Over time, refine your broad ad into many smaller niches

with custom ad creatives.

6. Integrate Facebook with your Web site and vice versa.

7. Understand how Facebook complements your other marketing

investments.

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How Clickable Can Help

1. Clickable is an official Facebook Ads

API Platform Partner.

2. Clickable Solutions Experts create

and manage Facebook Ads for you.

3. Create and edit Facebook Ads in Bulk

with Clickable Pro Tool.

4. Track performance alongside your

other online advertising investments.

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Call 877-775-6699 to talk with a Clickable Solutions Leader.