HashtagDontBoost MAKING THE MOST OUT OF SOCIAL MEDIA ADS. DON’T BOOST. WITH JOSH KRAKAUER
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HashtagDontBoost
MAKING THE MOST OUT OF !SOCIAL MEDIA ADS.
DON’T BOOST.
WITH JOSH KRAKAUER
HashtagDontBoost
October 8, 2014
Sponsored by
HashtagDontBoost
“WHAT ARE SOME OF YOUR BURNING QUESTIONS ABOUT FACEBOOK ADS?”
HashtagDontBoost@JHKRAK
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WE ARE SCULPT.
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WE LOVE FACEBOOK.
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(we talked about it here in 2012)
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BUT SOMETHING HAPPENED.
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AND THEN, MORE HAPPENED.
HashtagDontBoostwearesculpt.com
“EVERY TIME YOU BOOST A POST, A KITTEN DIES, PROBABLY THIS ONE.”
HashtagDontBoost
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{ ORGANIC SEARCHES }
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TO BOOST, OR NOT.
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DIFFERENT TOPICS FOR A DIFFERENT DAY.!!
SETTING UP ADS ACCOUNT. MAKING THE CASE FOR SOCIAL.
SOCIAL MEDIA STRATEGY BEST PRACTICES. OTHER PAID DIGITAL MEDIA PLATFORMS.
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TODAY, HERE’S HOW I WILL HELP.
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PROVIDE TIPS TO HELP YOU UNDERSTAND AUDIENCE AND TARGETING.
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MAP OUT THE RIGHT ADS, FOR THE RIGHT OBJECTIVES.
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WALK YOU THROUGH HOW TO SETUP ADS PROPERLY. TEST. THEN OPTIMIZE.
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HELP YOU DIG INTO THE DATA.
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WALK THROUGH A REAL CASE STUDY.
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TOUCH ON TWITTER ADS.
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LEAVE TIME FOR YOUR BURNING QUESTIONS.
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BUT FIRST.
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- ME.
“DON’T BOOST.”
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HERE’S WHY.
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QUICK. EASY. EFFECTIVE.
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ONLY ONE AD AT A TIME NO PLACEMENT TARGETING
LIMITED INTERESTS TARGETING BROAD FRIEND OF FANS TARGETING
REACH BASED, NOT OBJECTIVE BASED
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LET’S DO IT THE RIGHT WAY.
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ADS MANAGER BUSINESS MANAGER POWER EDITOR
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1) UNDERSTAND OBJECTIVES
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WHAT DO YOU CARE ABOUT?
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DRIVING IN-STORE TRAFFIC REFERRING WEBSITE TRAFFIC
ACQUIRING NEW CUSTOMERS OR LEADS GENERATING BRAND AND TOP-OF-MIND AWARENESS
BUILD AN ENGAGED AUDIENCE OF CUSTOMERS
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MATCH YOUR BUSINESS GOALS WITH OBJECTIVES.
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CLICKS TO WEBSITE.
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PAGE POST ENGAGEMENT.
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TIP: PROMOTE AWESOME ORGANIC CONTENT. ONLY.!
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PAGE LIKES.
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2) UNDERSTAND STRUCTURE
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AD CAMPAIGN = OBJECTIVE LEVEL AD SET = TARGETING LEVEL
INDIVIDUAL ADS = CREATIVE LEVEL
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3) UNDERSTAND BIDDING.
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CPM - IMPRESSIONS CPC - CLICKS
CPA - ACTIONS oCPM - OPTIMIZED FOR ACTIONS
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GOAL: LOWER THAN $1 / ACTION*
*Helpful benchmark to start
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4) UNDERSTAND AUDIENCES + TARGETING
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LOCATION, LOCATION, LOCATION.
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KNOW YOUR PLACEMENTS.
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LOWER IMPRESSIONS. CAN BE MORE EFFECTIVE FOR LEAD GEN.
DESKTOP (NEWS FEED)
HashtagDontBoostTYPICALLY MOST EFFECTIVE FOR SOCIAL ENGAGEMENT AND REACH.
MOBILE (NEWS FEED)
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TIP: SETUP IN SEPARATE AD SET.
RIGHT COLUMN
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TARGETING: KNOW YOUR AUDIENCES.
DEMOGRAPHICS INTERESTS
BEHAVIORS!CONNECTIONS
CUSTOM (CUSTOMER)
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DEMOGRAPHICS
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DEMOGRAPHICS
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TARGETING: CUSTOM AUDIENCES
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*ADVANCED
*
CUSTOMER LIST
EMAIL LIST
WEBSITE VISITORS
MOBILE APP USERS
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*ADVANCED
*
TARGETING: LOOKALIKE AUDIENCES
REACH NEW PEOPLE WHO ARE SIMILAR TO AN AUDIENCE YOU CARE ABOUT.“
”
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*ADVANCED
*
CUSTOMER LIST
EMAIL LIST
WEBSITE VISITORSFACEBOOK PAGE FANS
TARGETING: LOOKALIKE AUDIENCES
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TIP: DOWNLOAD YOUR DATA
- ACCOUNT SETTINGS
- DOWNLOAD A COPY
- ADS.HTM
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TIP: LEVERAGE GRAPH SEARCH
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TIP: SPLIT-TEST ADS
EXPERIMENT.
MEASURE.
LEARN.
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TIP: SPLIT-TEST ADS
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BEWARE OF 20% TEXT RULE
*IMPORTA
NT*
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TIP: SPLIT-TEST AD SETS!!
MOBILE VS. DESKTOP MALE VS. FEMALE
INTEREST ONE VS. INTEREST TWO
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2.02% 1.889%1.125%
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PUTTING IT ALL TOGETHER.
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5) UNDERSTAND GREAT CREATIVE.
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6) UNDERSTAND THE DATA
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*ADVANCED
*
CONVERSION TRACKING.
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*ADVANCED
*
CONVERSION TRACKING.
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DIG INTO AD REPORTS.
*ADVANCED
*
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CASE STUDIES IN ACTION.
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PATRICK, THE COMPUTER GUYThe Computer Guy serves the home and home office computer user with reasonable rates and reliable service. We specialize in virus removal, home networking and data recovery.
My audience tends to be females in a 50 mile radius of Hampton, Iowa who are between 40 - 75.
- Drive website traffic - Acquire new customers or leads - Generate brand and top-of-mind awareness - Build an engaged audience of past and prospective customers
TARGET AUDIENCE
OBJECTIVES
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I want to know how to best run an ad campaign that will draw customers to my Facebook page,
website and cellphone.”“
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d
`
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Gender: females Location: 50 mile radius of Hampton, Iowa Age: 35-44, 45-54, 55-64, 65+
RECIPE
TARGETING
• Target email list (custom audience) and lookalike fans • Limited time offers for maintenance or routine services • Direct Response link posts (free / low-risk offer) with CTA buttons,
that track submissions or downloads • Promote most engaging posts to fans only, and target audience • Page Lookalike Audience targeting for new fans
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TWITTER ADS: WHAT TO KNOW
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WEBSITE CARDS LEAD GEN CARDS
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AUDIENCE MANAGER CONVERSION TRACKING
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NEVER STOP LEARNING(RESOURCES)
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SO, IS IT WORTH IT.
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1) TARGET APPROPRIATELY. 2) OPTIMIZE USING INSIGHTS. 3) UNDERSTAND OBJECTIVES.
4) TEST EVERYTHING.
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“DON’T BOOST.”
HashtagDontBoost
HOW CAN I HELP YOU?
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