Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. TRADA’S SUMMER WEBINAR SERIES
Optimizing
Social Ads
with Paid
Search
Reach a new audience. Increase conversions. Drive down your
CPA.

2. Optimizing Social Ads with Paid
Search
Meet Your Speakers
Dan Peterson
Founder, Attis Media
Trada Optimizer, Level 5
Paid Search and LinkedIn Ads Expert
@clickassppc
COMPANIES WORKED WITH:
@Trada
#PPCandSocial

3. Optimizing Social Ads with Paid
Search
Meet Your Speakers
Chad Hacker
Director of Optimizer Enablement, Trada
Facebook Ads and Paid Search Expert
@cmhacker
COMPANIES WORKED WITH:
@Trada
#PPCandSocial

4. Optimizing Social Ads with Paid
Search
Meet Your Speakers
Anna Sawyer
Marketer, Trada
AdWords Qualified Individual
Paid Search Educator
@annafsawyer
COMPANIES WORKED WITH:
@Trada
#PPCandSocial

5. Optimizing Social Ads with Paid
Search
#PPCandSocial
Use the
hashtag today
and win a cool
$25.
@Trada
#PPCandSocial

6. Optimizing Social Ads with Paid
Search
Why Social Ads?
Why Now?
Facebook will
hit the 1B user
mark in
August.
Source: iCrossing, 2012
@Trada
#PPCandSocial

7. Optimizing Social Ads with Paid
Search
Why Social Ads?
Why Now?
Twitter has
465 million
accounts.
@Trada
#PPCandSocial

8. Optimizing Social Ads with Paid
Search
Why Social Ads?
Why Now?
It’s brand-new traffic.
@Trada
#PPCandSocial

9. Optimizing Social Ads with Paid
Search
Why Social Ads?
Why Now?
You can
measure it.
@Trada
#PPCandSocial

10. Optimizing Social Ads with Paid
Search
67%
of a brand’s Twitter followers are
more likely to buy from you
51%
of a brand’s Facebook followers are
more likely to buy from you
--CMB, 2011
@Trada
#PPCandSocial

11. Optimizing Social Ads with Paid
Search
Measuring
Social
Reconsider the
value of an
engaged fan, a
retweet, a click on
a LinkedIn ad.
@Trada
#PPCandSocial

12. Optimizing Social Ads with Paid
Search
Why advertise
when you can
engage for
Twitter/FB/LinkedIn ads are at
the top of the sales funnel.
Traditional Twitter/FB social
media efforts are in the middle
of funnel, defined by quality
content.
Paid search is at the bottom of
funnel - it is defined by intent.
@Trada
#PPCandSocial

13. Optimizing Social Ads with Paid
Search
What is free?
@Trada
#PPCandSocial

14. Optimizing Social Ads with Paid
Search
PPC Needs Social Media
• Consumers exposed to a brand’s influenced social media
and paid search are 2.8x more likely to search for that
brand’s products
• There was a 50% CTR increase in paid search when
consumers were exposed to both influenced social media
and
paid search
• There was a 42-point lift in searcher penetration
around brand product terms when consumers were
Source: GroupM Search, Comscore, 2012
exposed to both influenced social media and paid search
compared to paid alone
@Trada
#PPCandSocial

15. Optimizing Social Ads with Paid
Search
Social Needs PPC
(and that’s what this webinar is about)
• Test ads in real-time.
• Come to the table with
pre-vetted landing pages.
• Identify targeting for social
by writing PPC ads for
personas.
@Trada
#PPCandSocial

16. Optimizing Social Ads with Paid
Search
PPC Generates Data
•Ad copy (CTR, conversion rate)
- Promotions
- Value props
- Voice
- Targeting, personas (who are you writing the ad for?)
- Crazy ideas (like bidding on competitors, being wacky,
negative language)
•Keywords (CTR, conversion rate)
•Landing pages (conversion rate)
•Time of day/week/year
@Trada
#PPCandSocial

17. Optimizing Social Ads with Paid
Search
The Bottom
Line: of paid search as
Think
more than just a lead
generator.
The data it produces is
immensely valuable.
@Trada
#PPCandSocial

18. Optimizing Social Ads with Paid
Search
Learn How to Use PPC Data
Facebook be smart about targeting
LinkedIn test ad copy
Twitter learn who to target with Promoted
Tweets
@Trada
#PPCandSocial

19. Optimizing Social Ads with Paid
Search
Facebook Ads
Collect fans,
downloads,
event
registrations.
@Trada
#PPCandSocial

20. Optimizing Social Ads with Paid
Search
Basic
ads
@Trada
#PPCandSocial

21. Optimizing Social Ads with Paid
Search
Sponsored
stories
@Trada
#PPCandSocial

22. Optimizing Social Ads with Paid
Search
Facebook Ads
age likes
fans friends
interests education
birthday event RSVPs
apps timeline content
@Trada
#PPCandSocial

23. Optimizing Social Ads with Paid
Search
Facebook Targeting
Predictable targeting:
• Age
• Location
• Education
level
@Trada
#PPCandSocial

24. Optimizing Social Ads with Paid
Search
Facebook Targeting
Use Facebook’s
targeting
potential:
organize PPC ad
groups based on
your buyer
personas.
#PPCandSocial @Trada

25. Optimizing Social Ads with Paid
Search
Facebook Targeting
Ad group: affluent
female luxury travelers
Girls’ Night Out
Hyde Bellagio is THE
premiere Vegas night destination.
hydebellagio.com/girlsnightout
Pack Your Stilettos Luxury on the Strip
Hyde Bellagio is THE Hyde Bellagio is THE
premiere Vegas night destination. premiere Vegas night destination.
hydebellagio.com/stilettos hydebellagio.com/luxury
@Trada
#PPCandSocial

26. Optimizing Social Ads with Paid
Search
Facebook Targeting
Persona targeting:
• Age • Gender
• Location • Interests
@Trada
#PPCandSocial

27. Optimizing Social Ads with Paid
Search
Facebook
You CAN
use
Facebook
for direct
response.
@Trada
#PPCandSocial

28. Optimizing Social Ads with Paid
Search
Facebook
Which offers
tested well
in your PPC
campaign?
@Trada
#PPCandSocial

29. Optimizing Social Ads with Paid
Search
LinkedIn Ads
Engage a
professional
audience,
drive traffic to
landing pages.
@Trada
#PPCandSocial

30. Optimizing Social Ads with Paid
Search
Text ad
Self-
service
ads
@Trada
#PPCandSocial

31. Optimizing Social Ads with Paid
Search
LinkedIn Ads
161M+ 107 M+
members worldwide monthly unique visitors
+2 new 50%
members per second of users are business
decision makers in their
company
Source: comScore and LinkedIn
@Trada
#PPCandSocial

32. Optimizing Social Ads with Paid
Search
LinkedIn Ads
Use ads that perform well in PPC to
write LinkedIn ads.
@Trada
#PPCandSocial

33. Optimizing Social Ads with Paid
Search
LinkedIn Ads
Don’t assume you can use them
verbatim!
0.1% CTR
0.1% CTR
0.1% CTR
@Trada
#PPCandSocial

34. Optimizing Social Ads with Paid
Search
LinkedIn Ads
Test versions of your original PPC
message.
@Trada
#PPCandSocial

35. Optimizing Social Ads with Paid
Search
LinkedIn Ads
Test versions of your original PPC
message.
Increased
CTR by
400%
@Trada
#PPCandSocial

36. Optimizing Social Ads with Paid
Search
LinkedIn Ads
Drive traffic to
landing pages
that tested well
in PPC.
@Trada
#PPCandSocial

37. Optimizing Social Ads with Paid
Search
LinkedIn Ads
Consider adding a LinkedIn Lead
Collection Bar.
@Trada
#PPCandSocial

38. Optimizing Social Ads with Paid
Search
Twitter
Promotions/
events/coupons
Brand
awareness:
exposure to
new audience
Amplification
@Trada
#PPCandSocial

39. Optimizing Social Ads with Paid
Search
Twitter
What’s unique about the way
Twitter users engage?
@reply retweeting
clicking links favoriting
@Trada
#PPCandSocial

40. Optimizing Social Ads with Paid
Search
Twitter
All of these actions apply to
Twitter’s ad options, too.
@reply retweeting
clicking links favoriting
@Trada
#PPCandSocial

41. Optimizing Social Ads with Paid
Search
Twitter
Who is using
Twitter 2 013
advertising?
2011
Big brands Everyone*
@Trada
#PPCandSocial

42. Optimizing Social Ads with Paid
Search
Twitter
Promoted
Account
Promoted
Tweet
Promoted
Trend
@Trada
#PPCandSocial

43. Optimizing Social Ads with Paid
Search
Twitter
Promoted Tweets
@Trada
#PPCandSocial

44. Optimizing Social Ads with Paid
Search
Twitter
Promoted Account
@Trada
#PPCandSocial

45. Optimizing Social Ads with Paid
Search
Twitter
Promoted Trends
(Not available in
the self-serve
platform)
@Trada
#PPCandSocial

46. Optimizing Social Ads with Paid
Search
Twitter
Identify top-performing PPC
keywords.
Use them as hashtags in your
traditional Twitter and promoted
Tweets.
Use them to inform keyword @Trada
#PPCandSocial
buying for Promoted Tweets.

47. Optimizing Social Ads with Paid
Search
Twitter
Rules of the game:
Have a
Twitter
presence.
Provide value.
@Trada
#PPCandSocial

48. Optimizing Social Ads with Paid
Search
Twitter
Rules of the game:
Make it
shareable.
@Trada
#PPCandSocial

49. Optimizing Social Ads with Paid
Search
#
Twitter
Rules of the game:
Use
hashtags.
@Trada
#PPCandSocial

50. Optimizing Social Ads with Paid
Search
Twitter
Rules of the game:
Encourage an
action (click,
share).
@Trada
#PPCandSocial

51. Optimizing Social Ads with Paid
Search
Twitter
Rules of the game:
Play to
Twitter’s
strengths
(immediate,
brief, @Trada
#PPCandSocial

52. Optimizing Social Ads with Paid
Search
Twitter
Rules of the game:
Say
something
new.
@Trada
#PPCandSocial

53. Optimizing Social Ads with Paid
Search
Tracking = Results
@Trada
#PPCandSocial

54. Optimizing Social Ads with Paid
Search
PPC Landing Page
Makeover
1. Architect your PPC campaign: Work
backward for profitable alignment
between landing pages and ads.
2. Optimize for conversion: Walk away
with five essential design and copy
elements that will increase your
conversion rate.
3. Beat your competitors: Use PPC testing
to differentiate yourself and snag your
competition's customers.
@Trada
#PPCandSocial

55. Optimizing Social Ads with Paid
Search
PPC Landing Page
Makeover
Be a part of it! Send
your landing page
URLs to:
landingpage@trada.co
m.
@Trada
#PPCandSocial

56. Optimizing Social Ads with Paid
Search
You need
search.another
Without
data-generating
marketing
channel, your
social efforts are
shots in the dark.
@Trada
#PPCandSocial

57. Optimizing Social Ads with Paid
Search
You need
search. to
You need
continue to
optimize search -
it’s your way to
capture and learn
about customers.
@Trada
#PPCandSocial

58. Optimizing Social Ads with Paid
Search
You need
search. needs
Your data
to be clean, up-
to-date and
relevant.
@Trada
#PPCandSocial

59. Optimizing Social Ads with Paid
Search
Trada can help.
The Trada Marketplace is a community
of advertising experts.
When you join
Trada, you have
access to these
experts.
They do the work of paid
search advertising while
you maintain complete
control.
@Trada
#PPCandSocial

60. Optimizing Social Ads with Paid
Search
Multiple experts work on your
campaign at the same time.
Trada’s Optimizer Community
has experienced paid search TRADA YOU
experts, like Dan, who are driven OPTIMIZERS
to beat your goals. They build
and manage your campaigns Research Save time
profitably for you. keywords Get a better ROI
Write ad copy Maintain control
of your brand
Bid Competitively and message
Generate
Keywords
Design ad groups
@Trada
#PPCandSocial Test & optimize

61. Optimizing Social Ads with Paid
Search
And you have access to all the
data.
@Trada
#PPCandSocial

62. Optimizing Social Ads with Paid
Search
What to expect when you join
Trada:
1 2 3 4
You work with Optimizers build Your campaign is Your Optimizer
Trada to set goals out your launched in the team continues
for your campaign campaign with Marketplace and to curate and
and we work with keywords, ads serves ads on improve your
you to fully and bidding Google and campaign,
understand your strategies. You Yahoo/Bing. maximizing your
business. approve all of ROI.
their work before @Trada
#PPCandSocial it goes live.

63. Optimizing Social Ads with Paid
Search
Case Study: 40% IN
INCREASE
CLICK-THROUGH
Turbine RATE
20% IN
INCREASE
CONVERSION
RATE
283
UNIQUE ADS
CAMPAIGN STATS
15
PAID SEARCH
EXPERTS 16%
REDUCTION IN
COST-PER- 5775
CONVERSION KEYWORDS
@Trada
#PPCandSocial

64. Optimizing Social Ads with Paid
Search
Case Study:
Turbine
“The Trada marketplace quickly made me
comfortable enough to ‘take my hands off the
wheel’ on
paid search.
Trada’s paid search experts know our industry
lingo and are running on all cylinders, driving
high volumes to our Dungeons & Dragons online
gaming service.”
– Chase Huber,
#PPCandSocial Director of Advertising @Trada

65. Optimizing Social Ads with Paid
Search
Type “I’d like a
demo!”
into the chat box.
Live demo,
20 minutes
Personalized
campaign assessment
Ask questions,
get solutions
@Trada
#PPCandSocial

66. Optimizing Social Ads with Paid
Search
Need Help with
Social Ads?
Dan Peterson
Founder, Attis Media
Trada Optimizer, Level 5
Paid Search and LinkedIn Ads Expert
@clickassppc
COMPANIES WORKED WITH:
@Trada
#PPCandSocial

67. ?
Optimizing Social Ads with Paid
Search
After the webinar,
check your email for
this free guide,
Social Ads: 5 Ways
to Beat the Odds
@clickassppc
@cmhacker
@annafsawyer
@Trada
#PPCandSocial

68. Optimizing Social Ads with Paid
Search
Testimonials?
What did you think of
this webinar? What
would you like to see
more of?
Please type your
feedback into the chat
box! @Trada
#PPCandSocial

69. ?
Optimizing Social Ads with Paid
Search
After the webinar,
check your email for
this free guide,
Social Ads: 5 Ways
to Beat the Odds
@clickassppc
@cmhacker
@annafsawyer
@Trada
#PPCandSocial