Mastering Social PPC Webinar - 24th August 2016

Josh Whiten Digital Marketing Director

Mastering Social PPC Advertising 24/08/16

growth acceleration programs.

digital marketing that drives traffic and creates raving fans.

ecommerce websites and apps that convert more sales.

@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.


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

why social media?


objectives. Macro:› Grow following› Drive traffic› Generate enquiries›  Increase sales› Reach new audiences› Raise awareness


Micro:› Gain feedback› Gain repeat business› Word of mouth› Outreach to influencers› Amplify content›  Promotions and offers


why paid social?

1. scale.


› Reach wider audiences›  Talk to potential followers and visitors

2. speed.


› Get there faster› Grow a following faster› Meet marketing objectives faster

3. control.


› Reach specific audiences› Achieve different marketing objectives ›  Promote specific content or products


when to use paid social?


a customer journey.

Awareness Exploration

PurchaseAdvocacy


a customer journey.

Awareness Exploration

PurchaseAdvocacy

Paid Social:Acquisition Campaigns

Display/awarenessLookalike audiences

Paid Social:Community EngagementBoosting content

Paid Social:Follower CampaignsDisplay Remarketing

Paid Social:Brand/product remarketingCustom Audiences

think with google.


Medium Travel Business

think with google.


Large Travel Business

think with google.


Medium Beauty Business

think with google.


Large Beauty Business

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



where to use paid social?

channels. ›  Facebook›  Twitter›  Instagram›  LinkedIn›  Pinterest



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

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)


how NOTHS achieves scale.


Non ConvertingLow Cost Traffic Sources

Website Content

Website Product

Paid Social Remarketing

Paid Social Lookalikes

+Paid Social Following

CONTENT PRODUCT ENQUIRY SALES PROCESS

BOOKING / TRAVEL

DISPLAY RETARGETING

SEARCHRETARGETING

SOCIAL MEDIA

SOCIAL MEDIA

NATIVE ADS

SOCIAL MEDIA

ORGANIC SEARCH

PAID SOCIAL

IMAGES / VIDEO

PR

CONTENT MARKETING

content led integrated strategy.


SOCIAL RETARGETING

EMAIL MARKETING

PAID SEARCH

PROGRAMMATIC


so that’s the theory.

now for some advice.

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



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

frequency capping.


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


geo targeting.


› Radius targeting› Multi location›  Pin targeting (Events)


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


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

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


audience insights.


all site visitors.

@SagittariusMktg

web customers.


insights usage. Target by:›  Events and interests› Competing brands› Complementing brands


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


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


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


1. who does your audience follow? 2. what do they talk about?


other uses. ›  Promote content› Offers and promotions› Amplify positive coverage›  Exploit events


ad formats.


›  Image›  Video› UTM tag then Bit.ly (via own account)›  Frequent changeover

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


summary.


Theory:› What are objectives?› What stage of journey?› Which channels?

Implementation:› Do the research› Make the effort› Adjust your messages

want to know more?


•  [email protected] •  Call us on 01233 467800 •  Speak to your account manager •  Meet us in Ashford or London •  Free multichannel audit and review

questions.
