The social media advertising landscape is complex. Learn about how to set social media advertising goals and objectives, the best advertising strategies for each objective and goal, and how to measure performance that drives bottom line business growth.

1. SOCIAL MEDIA
ADVERTISING
OVERVIEW
#KBRSOCIAL
@KatieBRoberts
December 12, 2013

2. Social Media Landscape

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Customer Retention
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B2B / Partnerships
Market Research
YouTube
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Engagement
Strategic Goals
Community Growth
Google+
Linkedin
Twitter
Social Media
Advertising
Faceboo
k
Social Media Advertising
{Goals}
Brand Awareness
Lead Gen
Referrals
Conversion /
Remarketing
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4. Social Media Advertising
{Objectives}
Your advertising
objective is what you
want people to do
when they see your
ads.

5. Ad Units {Facebook}
Promoted Page Posts
Use the different
types of ads for
differing
business
objectives and
goals.
•Website click; Website
Conversion
•Page Post Engagement; Page
Likes
•Event Responses
•Reach; Brand Awareness
•Leads; Remarketing
Sponsored Stories
•Page Post Engagement; Page
Likes
•Event Responses
•Website Clicks
•Reach; Brand Awareness
Offers
Unpublished Posts
DR Ads
•Engagement
•Website Click
•Lead Gen
•Remarketing
•Page Post Engagement; Page
Likes
•Website Clicks
•Event Responses; Offers
•Reach; Brand Awareness
•Lead Gen; Remarketing
•Website Clicks
•Lead Gen
•Remarketing
•Offers

6. Audience Targeting {Facebook}
Fans
•Fans of Brand Page
•GOAL: Drive Page-level engagement, inbound traffic
Friends of Fans
•Friends of Brand Page Fans
•GOAL: Drive page-level engagement; enhance brand awareness
efforts
Facebook Audience
•General FB Audience
•Profile-based, geo-target, interests (keywords, pages/groups)
•Community relationship (conntected to page, not connected)
•Advanced targeting: language, education, workplace
•GOAL: Drive brand awareness, page-level engagement, inbound
traffic
FB Exchange
Custom Audiences
•Website visitors
•Use of conversion pixels
•GOAL: Drive remarketing initiatives for lead gen, lead conversion
•Contact Lists: Prospect Database, Customer Database, Look-alike
Cluster
•Use of conversion pixels
•GOAL: Utilizing database for brand awareness, lead gen,
conversion, loyalty. referrals

7. FBXchange {Facebook}

8. Custom Audiences {Facebook}
 Types
of Custom Audiences
 Lookalike
cluster
 Targeted ad segment
 Available
in Power Editor
 How it Works:
 Upload
list with match criteria fields
 FB will search accounts for criteria match
 When a match exists, ad is displayed to that
user
 Lookalike
cluster is primarily used for
lead gen Finding prospects that have interests
and FB profiles similar to those that match in

9. Ads Bidding {Facebook}


Optimization is key when bidding and building the
algorithm
CPM: Optimized to get more likes or more comments
(page post ads, like ads)



Charged every time someone sees post (impression)
Bid is set to a daily budget – FB will determine bid price per
instance
CPC: Advanced bidding

3 options: Optimized to get more actions (like, comment), Optimize
for clicks, Optimize for impressions




Optimize to get more likes/comments
 Daily budget is used as bid, FB will determine individual ad bid
performance
 Optimized for impressions
Optimize for clicks
 Automatically optimize for more clicks
 Manually bid for clicks
Optimize for impressions (switches to CPM)
 Charged for impressions
 Set a bid for impression (per thousand impression)
OPE: Optimized for Engagement

Optimized for likes vs. clicks vs impression

10. Ad Rules & Best Practices
{Facebook}
 Compelling
copy and imagery
 Be cognizant of time decay
 Impact
on sentiment, edge rank
algorithm, and overall ad
performance
 Test!
 Test
bid pricing, duration of ad,
copy, desktop vs. mobile, audience
targeting

11. Twitter Ads


Drive engagement, inbound traffic, lead
gen, follower growth
Ad Units include:
 Account
Promotions
 Keyword and Profile targeting
 Interests Targeting
 Television Targeting
 Tailored Audiences

13. Twitter Ads

14. Twitter Ads

15. Linkedin Ads

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Drive engagement, inbound traffic, lead gen,
community follower growth
Targeting includes:
Location
 Companies

Name, Category, Company Size, Industry
 Option to exclude specific company name

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Job Title
Title, Category – job function, seniority
 Option to exclude specific titles


Advanced Targeting:

School, Skills, Group, Gender, Age

16. Linkedin Ads

17. Linkedin Ads

18. Questions
Have questions?


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Tweet me @KatieBRoberts // #KBRSocial
Facebook /Katie.B.Roberts
Linkedin /KatieBRoberts

19. Socially Savvy?
Send resume to:
Katie.Roberts@WaldenU.edu