Master Social PPC in 2015! 10 Tips To Set Yourself Up For Success

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Master Social PPC in 2015! 10 Tips To Set Yourself Up For Success

#THINKPPC

Presenters

• John Lee– Managing Partner at Clix Marketing

– John is a PPC, display and social advertising professional. He has written for Search Engine Watch, ClickZ, Acquisio Blog, Clix Marketing Blog, PPC Hero and the WordStream Blog.

– @John_A_Lee

• Kristina McLane– Account Manager at Hanapin Marketing

– Blogger at PPC Hero

– @kristinaMcLane

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Join the conversation

• Include the hashtag #thinkppc in your tweets.

• Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?

A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

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How do you manage your account(s)?

a) I manage it myself.

b) I’m part of a team that manages it.

c) I outsource my account management.

d) I’m rethinking how my account is managed.

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#1 - Custom & Lookalike Audience Targeting

You Decide Who to Target.

Literally.

● Your emails.

● Your phone numbers.

● Your website visitors.

● Your app visitors.

Not One, But Two Flavors!

● Facebook Ads.

● Twitter Ads.

○ FYI: Twitter calls these “Tailored Audiences”

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#1 - Custom & Lookalike Audience Targeting

But Wait! There’s More!

Are laser-targeted, super-specific custom audiences not enough for you? Introducing.. Lookalike Audiences!

● Tell Facebook & Twitter to find other users who match your Custom Audience.

● Go one step farther with Facebook:

○ Build Lookalike Audiences based on geography (country) and with a sliding scale of similarity.

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Facebook Ads Audience Creation

Facebook:

Create a Custom Audience

Facebook:

Create a Lookalike Audience

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Twitter Ads Audience Creation

Twitter: Create a Custom Audience

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Twitter Ads Audience Creation

Twitter: Create a

Lookalike

Audience● Two-step process.

● Target Tailored

Audience (custom list).

● Check: “Expand reach

by targeting similar

users…”

● Exclude Tailored

Audience (custom list).

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How to Use Custom or Lookalike Audiences

• Remarketing.

• Expand reach.

• Companion piece for CRM-

based lead nurture.

• Customer engagement.

• Exclude existing leads,

customers, etc..

• Brainstorm on

demographic, geographic

and interest targets for

Facebook (via Audience

Insights)

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#2 - Facebook Audience Insights

Use them to better understand your custom audiences!

vs.

Comparing custom audiences can give great “insights”.

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Is there any differences between custom audiences?

Converters:Site Visitors:

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Say goodbye to the 18-24 year olds, because they are not going to convert

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Make educated decisions for new and layered targeting!

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#3 - Video Ads in Facebook

Like normal page posts, we get (1) account info, (2) description, (3) video

that plays directly in Facebook and (4) the

page likes.

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People love to interact with video ads. It’s more than just viewing the video!

The video ad gets 100% more engagement.

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A lot of interaction and clicks, but a low conversion rate.

A “click” on Facebook includes: expanding the description, comments, likes, shares, etc.

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Low website click-thru-rate, low cost-per-clicks, high conversions rates for Facebook visitors, who click through to the website.

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Bonus Tips for Video Ads:

1. Videos should be short.

2. Call-to-action button is a must!

3. Keep your viewers engaged.

4. Sell your video with your headlines and descriptions.

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#4 - Facebook Ads Reporting Upgrade

Facebook Ads gets a little better with each passing month.

Want proof?

The “Breakdown” report.

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What’s the Big Deal?

• Reporting efficiency.

• Quickly access important data points without need for

complex filters.

• Deeper insight into placement and device (by iOS,

Android, etc.).

• Combine data sets (e.g. placement and conversion

device, gender and destination, etc.)

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Breakdown:

Country

Breakdown:

Placement & Device

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Other than Facebook, what types of social ads have been performing best for you?

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a) Twitter Ads

b) LinkedIn Ads

c) Facebook Remarketing

d) Other

e) I’m not doing social ads right now

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#5 - Twitter Cards

Because conversions matter… Twitter cards make sense.

vs.

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#5 - Twitter Cards

Website Cards:

A way to drive conversions on your own website.

Regular Tweet (117

characters after the

card is added)

Headline (70

characters)

Button: Call to

action

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#5 - Twitter Cards

Lead Generation Cards:

Lead generation that’s part of the Twitterer’s way of thinking.

Custom Call-to-

Action (20

characters)

Short Description

(50 characters)

An Image To Call

More Attention

Shared Email

Address

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#6 - Social Ads + Remarketing

= AwesomeIf you are into remarketing, social advertising

is a wonderland filled with magical toys!

#6 - Social Ads + Remarketing = Awesome

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Facebook Exchange (FBX)

• 3rd party retargeting services like AdRoll,

Perfect Audience.

• Other display service providers also serve

ads on FBX.

• All cookie-based via website pixel.

Facebook Ads

● Custom Audiences

○ Your emails, phone numbers, etc.

● Website Audiences

○ Your website visitors based on

website pixel.

Facebook Remarketing

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Audience Import

• Sync audience from 3rd party

retargeting services like AdRoll,

Perfect Audience.

Twitter Ads

● Custom Audiences

○ Your emails, phone numbers,

etc.

● Website Audiences

○ Your website visitors based on

website pixel.

Twitter Remarketing

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#7 - LinkedIn

In 2014, nothing really happened in LinkedIn.

EXCEPT… LinkedIn acquired Bizo.

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#7 - LinkedIn

Who is Bizo?

Marketing platform for B2B Marketers:

● Retargeting

● Multi-Channel Targeting

● Funnel Analytics

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#7 - LinkedIn

What could Bizo bring to LinkedIn?

Disclaimer: There are no guarantees that LinkedIn can change, but we can all hope!

● Extensive Audiences

● Better Targeting

● Automation

● Remarketing

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#7 - LinkedIn

Continue with best practices and keep an eye for future updates!

Basic Best Practices to Remember:

1. Layer targeting -1,000 people minimum

2. Clear & upfront ad copy

3. Ad copy testing

4. Analyze your audiences

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#8 - Policies, Images & Platforms

LinkedIn’s rules:

1. Right rail ads need images to be 50x50.

2. Sponsored update images are 180x110.

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Twitter’s rules:

1. Images in a promoted tweet can be any size.

2. 800x200 for lead generation cards.

3. 800x320 for website Cards

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AdRoll’s rule: Facebook news feed ads cannot use landing

pages with an embedded video.

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Facebook’s rule: Images have to be a minimum of 254x133. However, the recommended size is 1200x627.

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Our rule: Use the the recommended size of 1200x627 pixels

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Facebook’s Rule: There can be no more than 20% of text in your images.

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Use Facebook’s grid tool to determine if your ad will be approved.

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#9 - Google+ Post Ads

Xzibit Sums Up Google+ Post Ads Nicely…

Ok, so not really.

• Google does not yet monetize Google+ with advertising.

• +Post Ads leverage your brands’ Google+ content to advertise on the Google Display Network.

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Why to Leverage

+Post Ads● Branding.

● Increase Google+

engagement - seek

+1’s, shares or

comments on your top

content.

● Advertise Hangout On

Air events.

○ This ad format

allows you to join

from the ad and

more.

+Post Ads in the Real World

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+Post Ads Run

Through Display

Network

● Google+: allow “shared

endorsements”

● AdWords:

○ Type: Display

Network

○ Feature:

Engagement

○ Create ads from

“Ad Gallery”

+Post Ads in AdWords

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#10 - Facebook Ads Optimized Bidding

For Facebook Ads, you can bid by

cost-per-click (CPC), impressions

(CPM) or optimized CPM (oCPM)

based on your conversion goals.● Optimized bidding is ultimately based on

your campaign objective.

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Dear Facebook, Please Optimize All the Things

Optimized CPM bids are great, but have you fallen into this trap?

“OK, Facebook - Make my campaigns awesome and hit my conversion goals! K, thx, bye…”

Before you hand over the keys to the kingdom, set yourself up for success.

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● Install conversion tracking. ○ Duh, right?

● Familiar with AdWords Conversion

Optimizer or Flexible Bid Strategies? ○ Many of the same rules apply.

● Remember that any algorithm requires data

to calculate properly.

● Run your Facebook Ads campaigns on

manual CPC to build conversion data.○ ...or app install, event response, etc..

● Once conversion data is present, switch

over to optimized bidding.○ Have been successful with as few as 15

conversions - your results may vary.

● Pro Tip: If you launch Ad Sets bidding on

CPC for clicks, the system won’t let you

simply switch over to optimized bidding.○ Plan ahead - build CPC ad sets and optimized

bidding ad sets. Pause one, active the other!

A Few Rules to Help

You Find Optimized

Bidding Success

Find Success with Facebook Optimized Bidding

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Live Q&A Time!

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We’d love to hear your feedback!

• Contact Hanapin: [email protected]

• Contact John at Clix Marketing: http://bit.ly/Contact-Clix

Thank you for attending our Social PPC webinar!

mailto:[email protected]

http://bit.ly/Contact-Clix

Master Social PPC in 2015! 10 Tips To Set Yourself Up For Success

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