Not advertising on Facebook? You’re missing out on potential traffic from the second largest internet website, with more than 800 million active users. And if you’re familiar with Google AdWords or Microsoft’s adCenter you’ll love Facebook’s self-serve image and text-based ads that let you advertise your own web page or even your own Facebook page or event. Twitter and LinkedIn offer similar programs.

1. Beyond Search: Leveraging Ads
on Facebook, Twitter & LinkedIn
Jennifer Wong
Marketing, HasOffers
SMX Toronto
Jennifer@hasoffers.com
@Jenerationy
/jenerationy

2. Friends, Fans & Followers are NOT leads

3. Organic vs. Paid Social Media:
Differences & Implications
• Goal: Community • Goal: optimize
Growth budget
• Time • Time + money
• Longer time to • Immediate results
see results • Greater reach
• More trustworthy • Targeted ads
• Higher quality

4. Facebook
vs.
Twitter
vs.
LinkedIn

5. Paid Social Media Marketing Goals
BRANDING CUSTOMER
& AWARENESS ACQUISITION

6. Know Your Target Audience
Target Audience Small size company owner in North America looking
for a marketing software for their business
Pain Point Need to drive more demand, need to streamline
reporting, need more granular tracking capabilities
Solution Content includes overview, description, review and
testimonial, as well as demo or trial
Search Queries Marketing software, how to drive more leads, how
to acquire more customers
Hashtags #inbound, #content, #onlinemktg
Call-to-Action Free trial, purchase now, compare
products, download whitepaper

7. Plan, Set Up, and Execute Campaigns
KILLER OFFER
KILLER KILLER NEXT FUTURE
OFFER OFFER OFFER OFFERS
LANDING PAGE
Download Fill out Sign up
Request
the the for our
a Demo THANK YOU
Study Survey Webinar PAGE
THANK YOU
Sign up Click for a EMAIL
Purchase Enter
for Promo
newsletter Code Now Sweepstakes
EMAIL TEMPLATE
FOR SALES

8. Types of Offers
• Premium content
• Free trial
• Newsletter sign up
• Request a demo
• Discount code
• Product promotion
• Webinars
• Events
• Exclusive invite

9. Tips for Creating Killer Offers
• Use search keywords in
your copy
• Placement of link
• Ask a question
• Present a solution
• Address their pain points
• Include a picture or video
• Promote gated offer
• Minimize extra clicks

10. Good vs. Bad Offers

11. Good vs. Bad Offers

12. Killer Offers Need Killer Landing Pages
7.9% 13.9%

13. GOAL: BRANDING & AWARENESS

14. Promoted Account
Charged on a cost per follower
(CPF) basis
Shown in the Who to follow
section – first position

15. Promoted Account
Build your
follower base by
targeting users
with particular
interests and
influencers of
specific interests.

16. Promoted Account

17. Promoted Trends
With Promoted Trends, users
see time-, context-, and
event-sensitive trends
promoted by advertisers
"Promoted."
Paid Promoted Trends appear at
the top of the Trending Topics
list on Twitter and are clearly
marked as "Promoted."

18. Self-Serve Ads
Ads consists of these elements:
• Headline (up to 25 characters of text)
• Description (up to 75 characters of
text)
• From: (your name or any company)
• Image: (50x50 pixel image)
• URL (website people visit once they
click on your ad)
*A text-only version of the ad may be
shown in locations such as the top of the
LinkedIn home page.

19. Self-Serve Ads

20. Display Ads
Types of ads:
• Content
• Polls
• Recruiting
• Product
• LinkedIn Company
Page
*Display is for larger
budgets, $15K
investment to start

21. GOAL: DEMAND GENERATION

22. Promoted Tweets in Search
Promoted Tweets
are ordinary Tweets
that show up at the
top of relevant
search
Use Promoted Tweets in Search to reach
an audience interested in a specific topic

23. Promoted Tweets in Search

24. Device Targeting Experiment
• Promoted Tweets in Timeline
• 24 hour
Campaign Cost per Engagement Impression Engagement # of Leads Cost per
spend Engagement rate Count Lead
Targeting $640 $1.09 .85 69575 589 30 $21
iOS &
Android
Targeting $245 $1.49 .49 33590 165 15 $16
Desktop
Higher engagements and impressions when
target iO & Android devices
Lower cost per lead when targeting Desktop

25. Promoted Tweets in Timelines
Promoting Tweets to targeting
users in their timeline, at scale.
Use Promoted Tweets in Timelines to reach followers
who might have missed your organic Tweets and/or
users who share similar interests with your followers.

26. Promoted Tweets in Timelines

27. Followers Targeting Experiment
• Promoted Tweets in Timeline
• 24 hour
Campaign Cost per Engagement # of Leads Cost per # of Net Cost per
spend Engagement rate Lead New Leads New Lead
Targeting $830 $.76 .93 72 $11.52 52 $15.96
Followers
only
Targeting $745 $.83 .56 65 $11.46 57 $13.07
Users like
followers
only
Targeting users like followers only resulted in
more net new leads versus known contacts

28. SHARING YOUR SUCCESS

29. Reporting Success – Earned Media

30. Reporting Success – Earned Media

31. Reporting Success – ROI
Lead Profile
 683 leads
 150 Agencies (22%), 536 Non Agency (78%)
 88 Title contains ‘marketing’ or ‘digital’ (13%)
 66 Bad Information (10%), 70 out of scope (10%)
Opportunities
 Profile
• 15 Agency – 68%
• 7 Non Agency – 31%
 Stage
• (2) at 100%, (4) at 80%, (7) at 25%, (3) at 20%, (21) at 10%, (3) at 0%
• Offers that contributed to opps: Build Your SEO Campaign in 15 Min (12), Build a Social Media
Campaign (13), Link Building (1), 5 Ways to Grow Your Agency Business (4), Site Redesign
Guide (4), T4B Guide (1), organic (1)

32. Checklist for Managing Campaigns
 Strategy
 Goals and baseline metrics
 Content plan
 Frequency
 Set and manage budget
 Track everything – but focus
on the metrics that matter
 Test, test, test
 Social nurturing

33. Beyond Search: Leveraging Ads
on Facebook, Twitter & LinkedIn
Jennifer Wong
Marketing, HasOffers
SMX Toronto
Jennifer@hasoffers.com
@Jenerationy
/jenerationy