Josh Whiten, Digital Marketing Director - Mastering Social PPC Webinar

1. JoshWhitenDigitalMarketingDirector
Mastering Social PPC Advertising 24/08/16

2. growth acceleration
programs.
digital marketing
that drives traffic and
creates raving fans.
ecommerce websites
and apps that convert
more sales.
@SagittariusMktg
@JoshWhiten

3. @SagittariusMktg
@JoshWhiten
§ seo
§ paid search
§ social strategy
§ content marketing
§ email marketing
§ website design & build
§ mobile
§ u/x and optimisation
§ global ecommerce
§ digital transformation
growth acceleration
programs.

4. @SagittariusMktg
@JoshWhiten
aims.
› Discover why paid social campaigns are important
› How they fit into a multichannel user journey
› Learn ways to improve results
› In other words; Theory and Advice

5. why social media?
@SagittariusMktg
@JoshWhiten

6. objectives.
Macro:
› Grow following
› Drive traffic
› Generate enquiries
› Increase sales
› Reach new audiences
› Raise awareness
@SagittariusMktg
@JoshWhiten
Micro:
› Gain feedback
› Gain repeat business
› Word of mouth
› Outreach to influencers
› Amplify content
› Promotions and offers

7. @SagittariusMktg
@JoshWhiten
why paid social?

8. 1. scale.
@SagittariusMktg
@JoshWhiten
› Reach wider audiences
› Talk to potential followers and visitors

9. 2. speed.
@SagittariusMktg
@JoshWhiten
› Get there faster
› Grow a following faster
› Meet marketing objectives faster

10. 3. control.
@SagittariusMktg
@JoshWhiten
› Reach specific audiences
› Achieve different marketing objectives
› Promote specific content or products

11. @SagittariusMktg
@JoshWhiten
when to use paid social?

12. @SagittariusMktg
@JoshWhiten
a customer journey.
Awareness Exploration
Purchase Advocacy

13. @SagittariusMktg
@JoshWhiten
a customer journey.
Awareness Exploration
Purchase Advocacy
Paid Social:
Acquisition Campaigns
Display/awareness
Lookalike audiences
Paid Social:
Community Engagement
Boosting content
Paid Social:
Follower Campaigns
Display Remarketing
Paid Social:
Brand/product remarketing
Custom Audiences

14. think with google.
@SagittariusMktg
@JoshWhiten
Medium Travel Business

15. think with google.
@SagittariusMktg
@JoshWhiten
Large Travel Business

16. think with google.
@SagittariusMktg
@JoshWhiten
Medium Beauty Business

17. think with google.
@SagittariusMktg
@JoshWhiten
Large Beauty Business

18. recap.
› Paid social can be the same time as organic social
› Paid can also intervene at other stages of the journey
› Larger brands may see social engage earlier
› Usual Rules Apply – give a reason to follow, like, share
@SagittariusMktg
@JoshWhiten

19. @SagittariusMktg
@JoshWhiten
where to use paid social?

20. channels.
› Facebook
› Twitter
› Instagram
› LinkedIn
› Pinterest
@SagittariusMktg
@JoshWhiten

21. @SagittariusMktg
@JoshWhiten
role in the journey.
› Facebook = Awareness / Exploration / Purchase / Advocacy
› Twitter = Awareness / Exploration / Purchase / Advocacy
› Instagram = Awareness / Exploration / Advocacy
› Pinterest = Awareness / Exploration / Advocacy

22. strategies.
› Led by objectives and role in journey
› Paid Social to Social Profile to Website
› Paid Social to Website content
› Paid Social to Website product
› Channel Shift to Social (NOTHS)
@SagittariusMktg
@JoshWhiten

23. how NOTHS achieves scale.
@SagittariusMktg
@JoshWhiten
Non
Converting
Low Cost
Traffic
Sources
Website
Content
Website
Product
Paid Social
Remarketing
Paid Social
Lookalikes
+
Paid Social
Following

24. CONTENT PRODUCT ENQUIRY
SALES
PROCESS
BOOKING
/ TRAVEL
DISPLAY
RETARGETING
SEARCH
RETARGETING
SOCIAL
MEDIA
SOCIAL
MEDIA
NATIVE
ADS
SOCIAL
MEDIA
ORGANIC
SEARCH
PAID
SOCIAL
IMAGES /
VIDEO
PR
CONTENT
MARKETING
content led integrated strategy.
@SagittariusMktg
@JoshWhiten
SOCIAL
RETARGETING
EMAIL
MARKETING
PAID
SEARCH
PROGRAMMATIC

25. @SagittariusMktg
@JoshWhiten
so that’s the theory.
now for some advice.

26. facebook ad tips.
› You know who you are talking to
› Trust in Lookalike audiences
› Content led vs product led
› Geo targeting
› Frequency capping
› Relevance Score (Quality Score)
› Refresh your message
@SagittariusMktg
@JoshWhiten

27. @SagittariusMktg
@JoshWhiten
why refresh creative?
› Adwords = a constant stream of new users, so
optimise the single perfect ad
› Facebook Ads = a static pool of specific users,
so rotate ads to avoid banner blindness

28. frequency capping.
@SagittariusMktg
@JoshWhiten

29. relevance score.
› Same as Adwords Quality Score
› Better engagement = lower cost per click
› Influenced by targeting and creative
@SagittariusMktg
@JoshWhiten

30. geo targeting.
@SagittariusMktg
@JoshWhiten
› Radius targeting
› Multi location
› Pin targeting (Events)

31. @SagittariusMktg
@JoshWhiten
facebook audiences.
› Acquisition
› Followers
› Custom Audience – Remarketing
› Custom Audience – Email Database
› Lookalike of Followers, Remarketing and Data
› Lookalikes can convert better!!

32. @SagittariusMktg
@JoshWhiten
remarketing audience ideas.
› Viewed content not product
› Viewed multiple products but not added to basket
› Added to basket but not checkout
› Completed purchase

33. acquisition audiences.
› Review current insights
› Review general customer profiles
› Identify interests, competitors or brands
@SagittariusMktg
@JoshWhiten

34. audience insights.
@SagittariusMktg
@JoshWhiten

35. all site visitors.
@SagittariusMktg

36. web customers.
@SagittariusMktg
@JoshWhiten

37. insights usage.
Target by:
› Events and interests
› Competing brands
› Complementing brands
@SagittariusMktg
@JoshWhiten

38. ad messages.
› You know who you are talking to
› Stage in journey – what’s the next step
› Surface content
› Events
› Promotions
@SagittariusMktg
@JoshWhiten

39. ad formats.
› Triple image gallery
› Video (silent)
› Cinemagraph
› Boosted posts (lower cost, but less targeted)
@SagittariusMktg
@JoshWhiten

40. twitter ads.
› Target by language
› Target by who they follow
› New interest targeting
› Overlay geo and demographics
› Develop personas
@SagittariusMktg
@JoshWhiten

41. 1. who does your audience follow?
2. what do they talk about?
@SagittariusMktg
@JoshWhiten

42. other uses.
› Promote content
› Offers and promotions
› Amplify positive coverage
› Exploit events
@SagittariusMktg
@JoshWhiten

43. ad formats.
@SagittariusMktg
@JoshWhiten
› Image
› Video
› UTM tag then Bit.ly (via own account)
› Frequent changeover

44. measurememt.
› What do we measure?
› Hard or soft conversions
› Made.com = dwell time and sign ups
› Exposure, reach and views
› A/B testing and UTM tracking
› Remarketing via other channels
@SagittariusMktg
@JoshWhiten

45. summary.
@SagittariusMktg
@JoshWhiten
Theory:
› What are objectives?
› What stage of journey?
› Which channels?
Implementation:
› Do the research
› Make the effort
› Adjust your messages

46. want to know more?
@SagittariusMktg
@JoshWhiten
• hello@sagittarius.agency
• Call us on 01233 467800
• Speak to your account manager
• Meet us in Ashford or London
• Free multichannel audit and review

47. questions.
@SagittariusMktg @JoshWhiten