At some point, after being highly successful with your regular search advertising, you're going to want to expand your efforts into new territories. Social media advertising can be a great way to go; you can target potential customers demographically and psychographically and it constantly changes with new opportunities. The question is, how do you fit social advertising into your budget and where do you focus your efforts? Join digital advertising experts, Cassie Oumedian from Hanapin and John Lee from Clix Marketing, as they discuss best practices on how to structure your budget to include social media advertising. You'll get expert-level PPC tips like: *What social networks to focus on *How to budget for social advertising *Tracking tips to measure impact of social advertising Learn how to get and keep social in your budget!

1. How to Structure Your Ad
Budget to Include Social
HOSTED BY:
&
#THINKPPC

2. 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 is also
a speaker at SMX, ClickZ Live and HeroConf.
• Cassie Oumedian
– Sr. Account Manager at Hanapin Marketing
– Blogger at PPC Hero
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3. Join the conversation
•
Include the hashtag #thinkppc in your tweets.
•
Or use the webinar question box to send us questions.
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4. How to Structure Your Ad Budget to Include Social
1.
How Businesses are Budgeting for Social Media in 2014
2.
Create A Social Strategy – Have A Plan
3.
What Social PPC Options Are Best For Your Budget?
4.
Tracking Social Media – Track ROI & Get More Budget
5.
Economy of Scale – Small vs. Large Budget Success
6.
Best Practices for Metering Your Social Advertising Budget
7.
What Features are Worth Testing on a Limited Budget?
8.
The Question on Everyone’s Mind: How Do I Set a Social Ads Budget?
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5. Live Poll Question #1
How long have you been in PPC?
A.
B.
C.
D.
Less than 1 year
1-3 years
3-5 years
5+ years
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6. Live Poll Question #2
How do you manage your account(s)?
a)
b)
c)
d)
I manage it myself.
I’m part of a team that manages it.
I outsource my account management.
I’m rethinking how my account is managed.
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7. 2014 Social Media Budgets
45.6% of business expect their social media
spending to increase up to 10%
Only 29.1% of
businesses have a
distinct budget for social.
23.9% of budgets coming from print,
television, and radio.
Source: Social Strategies for 2014, Wildfire by Google and
AdAge, 2013 & MarketingProfs.com
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8. 2014 Social Media Budgets
Source: Social Strategies for 2014, Wildfire by Google and
AdAge, 2013 & MarketingProfs.com
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9. 2014 Social Media Budgets
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10. Creating a Social Strategy
Determine
Goals
Keep it fresh
Know your
audience
Analyze
competition
Engage your
audience
Define tone
and frequency
Determine
Social Tactics
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11. What Social PPC Is Best For You?
…….It Depends!
BTC vs. BTB
Large Budget vs. Small Budget
Branding vs. Direct Response
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12. PPC Social Options – Facebook - BTC
1. Interest and Category Targeting
2. Custom Audiences – target email sign ups!
3. Lookalike Audiences
4. FBX (Facebook Exchange) Retargeting – Newsfeed
Case Study: Health Supplement Vertical (BTC)
Facebook - 79% Lower CPA on CONVERSIONS vs. Google & Bing
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13. PPC Social Options – Linkedin – BTB
• Minimum CPC of $2.00
• Targeting Options
• Job title, job function, industry, geography, company size, company name,
seniority, age, gender, LinkedIn group
• 10 targets per campaign for Geography, Industry, Job Function
• 100 targets per campaign for Company, Job Title, School, Skill, Group
• Budget & Performance Tips –
• Higher CPCs but typically higher CVRs due to targeting options
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14. PPC Social Options – Linkedin - BTB
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15. PPC Social Options – Twitter – BTB/BTC
• Promoted Tweets
• Promoted Accounts BTC
• Twitter Lead Cards –
• Collects email addresses.
• 20 character call-to-actions.
• Target by audiences, keywords, #hashtags.
• Avoid Hard Sell
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16. Tracking Social – Facebook
Not Just Likes & Social Impressions!!
Track Actual Leads, Conversions in Facebook and get more
budget!
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17. Tracking Social – LinkedIn
• In Account Lead Collection
• Lead Includes - member’s name, headline, LinkedIn profile, and email
• Free!
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18. Tracking Social – Twitter
• Promoted Tweet Conversion Tracking – Great for Direct Response/BTC
• Custom Attribution – 1,7,14,30
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19. Tracking Social – GA URL Builder
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20. Economy of Scale: Small vs. Large Budget Success
Is Social Media Advertising is Easier With a Larger Budget?
In a word… Yes.
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21. Economy of Scale
Applied to Social Advertising:
• Translate cost to time and
efficiency.
Textbook Definition:
A proportionate saving in costs gained by
an increased level of production.
– More budget = more
impressions, clicks and
conversions = more data.
– More data = faster, more
accurate optimization.
• Shared learning spread across
all campaigns and ads to
quickly scale campaigns.
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22. #THINKPPC

23. Economy of Scale: Small vs. Large Budget Success
Why a Large Budget?
•
Lack of ad scheduling.
•
Large number of targeting options and features.
•
While specific and detailed, targeting is relatively broad.
o Not like Search PPC where an individual is actively looking
for your product or service.
•
High CPCs (excluding Facebook).
•
Large audience = high impression and click potential.
•
Traffic velocity dictates testing speed (accuracy?) in a high adturn-over-rate environment.
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24. Economy of Scale: Small vs. Large Budget Success
Does This Mean the Small Budget
Advertiser is Out of Luck?
•
No!
•
Data accumulation and
optimization will take longer
and be less efficient.
•
Must be prudent with channel
and feature testing.
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25. What Features are Worth Testing on a Limited Budget?
The Most Targeted Ones.
(note to presenter: pause for comedic timing)
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26. Feature Testing: Facebook Edition
Custom
Audiences
Lookalike
Audiences
Facebook Exchange
Remarketing / Website
Custom Audiences
Targeting Connections / Similar
to Connections
Interest Targeting
Partner Category Targeting
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27. Feature Testing: LinkedIn Edition
Single
Campaign/Multiple
Targeting Features
Companies and/or
Industries (Single
Campaign / Single
Targeting Feature)
Job Titles and/or Job Categories (Single
Campaign / Single Targeting Feature)
Skills (Single Campaign / Single Targeting Feature)
Groups (Single Campaign / Single Targeting Feature)
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28. Feature Testing: Twitter Edition
Promoted
Tweets: Similar
to YOUR
Followers
Promoted Tweets:
Similar to Followers
of Competitors or
Thought Leaders
Promoted Tweets: Exact and
Phrase Match Keywords (Search
and/or Timeline)
Promoted Tweets: Broad Match Keywords
(Search and/or Timeline)
Promoted Tweets: Interests (Search and/or Timeline)
Promoted Accounts (assuming your goal is direct response)
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29. Best Practices for Metering Your Social Budget
When budget is small, you can’t test everything at once.
• Test one channel at a time.
• Test one feature at a time (refer to targeting pyramids).
• Blend feature sets and channels once you’ve established what works.
• If need be, manually pause/resume campaigns to
establish ad scheduling.
• Time of day; day of week.
• Twitter: utilize standard ad delivery to pace budget daily.
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30. Get More
For Your Buck!
Looking for a long-term, sustained campaign?
• Facebook:
– right-hand placement ads (low CPC, slow-but-steady
traffic)
• LinkedIn
– traditional ad placement (high CPC, slow-to-moderate
traffic)
• Twitter
– any promoted tweet format on low bid and standard
delivery (low cpc, steady traffic)
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31. Get More
For Your Buck!
Thinking big and OK with draining budget?
• Facebook:
– newsfeed ads on desktops & mobile (high CTR, moderate CPC)
• LinkedIn
– sponsored updates on desktops & mobile (high CTR, moderateto-high CPC)
• Twitter
– any promoted tweet format on a higher bid and accelerated
delivery (higher engagement rate, moderate-to-high CPC)
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32. How Do You Set a Social Ads Budget?
• The “holy grail” that
advertisers and
agencies seek to find.
• There is no exact
number or one size fits
all solution.
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33. How Do You Set a Social Ads Budget?
At a Glance:
• What is available?
– Based on business limitations and overall
marketing budget.
– Find areas of wasted spend in other marketing
channels to divert to social (permanently or for
testing).
• Back into the math... Not an exact science.
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34. How Do You Set a Social Ads Budget?
Create accounts and build hypothetical campaigns.
• Understand CPC/CPM requirements based on audience
size (reach) and targeting parameters.
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35. The Conversion-Based Formula
Clicks per
Conversion
Estimated
CPC / eCPC
Cost per
Social
Conversion
Desired # of
Social
Conversions
Cost per
Social
Conversion
Potential
Budget
Use conversion goals to determine budget.
• Back into the math.
– How many conversions do you want or need to be “successful”?
– How many clicks does it take to get a conversion?
• Use display advertising clicks and conversion rates as a baseline for estimation.
– ***This is just one way to approach budget.***
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36. Live Poll Question #3
Which types of ads do you use most often (or which
type are you most excited to start out with)?
#thinkppc
a)
b)
c)
d)
e)
Ads (the right hand side ones that started it all)
Sponsored stories
Mobile only ads
Video ads
Anything and everything
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37. Live Poll Question #4
Would you like help with your PPC accounts and management?
I’m interested in:
a.) FREE Solutions Blueprint from Hanapin Marketing: We look at
your account and provide analysis and consultation (For accounts
with $20K+ in adspend).
b.) Get a free opportunities analysis on your paid search, display and
social media advertising campaigns from Clix Marketing.
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38. Live Q&A Time!
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39. Have more questions?
Thank you for attending Social PPC webinar! #thinkppc
•
Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
•
•
Get a free PPC, display and social advertising campaign
review and opportunities analysis:
try.clixmarketing.com/free-campaign-analysis/
Or Contact us Directly:
•
Webinar Feedback: marketing@hanapinmarketing.com
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