An Overview Of The Social Media Advertising Universe: Wondering about paid advertising on Facebook and LinkedIn? Well…it’s way different than search PPC and you can serve billions of highly targeted or dozens of micro targeted impressions to serve various marketing goals. Does the opportunity to target YouTube viewers with enticing ads see like a possible win? How about those “Ads by Google on the New York Times? Want to place your ad in such places? Join nationally known speaker Lisa Raehsler for a no holds barred multi-channel social media PPC excursion on an incredible guided tour of the social advertising universe. Attend this session or read about hear that you should have.

1. An Overview Of
The Social Media
Advertising Universe
Lisa Raehsler
May 23, 2012

2. AGENDA
• Social Ads: Different From Search
• Popular social ad channels
– Facebook
– LinkedIn
– Twitter
• Final thoughts
@LisaRocksSEM

3. SOCIAL ADS: DIFFERENT FROM SEARCH
• Search ads target users based on keyword searches
• Social ads form a relationship with consumers directly
• Consumers can engage and share with marketing
messages
• With social ads, you can target using the information
people share and enter in their profiles
• You can target broadly or granular with specific
interests
• Social mentions in ads are a form of endorsement on
ads, and can drive increased brand lift and reach
• Consumers engage on multiple levels, ie click or share
@LisaRocksSEM

4. FACEBOOK

5. FACEBOOK: INTRO
• Facebook is the most used social networking
service by worldwide monthly active users
• Total visits: 35B worldwide
Sources:
Descrip4on
Wikipedia,
Demographics
Google
AdPlanner

6. FACEBOOK: ADS TYPES
• Ads: A user not connected to your business
– Domains: zenithconference.com
– Facebook URLs: facebook.com/zenith
• Sponsored stories: Appears with social context,
fans of your business or their friends
– Pages
– Applications
– Events
– Places
@LisaRocksSEM

7. FACEBOOK: ADS TYPES
• Ads: A user not connected to your business
– Domains: zenithconference.com
– Facebook URLs: facebook.com/zenith
@LisaRocksSEM

8. FACEBOOK: ADS TYPES
• Sponsored stories: appears with
social context, fans of your business
or their friends
– Pages
– Applications
– Events
– Places
@LisaRocksSEM

9. FACEBOOK: ADS TYPES

10. FACEBOOK: GOAL TYPES
• Brand awareness: Reach a large audience with a
widely targeted ad campaign
• Drive sales: Offer special deals and giveaways
• Grow your fan base: Encourage people to “like”
your Page by offering benefits for engaging
• Best For…growing fan base
@LisaRocksSEM

11. FACEBOOK: TARGETING
• Location
• Education and Work
• Demographic: Age, Gender, Birthday, and Relationship
Status, Language
• Likes & Interests: Precise interests, topics, broad categories
• Friends of Connections
• Connections: Target your ad to current fans of your Page to
drive customer loyalty.
@LisaRocksSEM

12. FACEBOOK: TARGETING
• Likes & Interests: Precise interests, topics, broad categories
• Precise Interests
– Likes and interests people have shared in their Facebook profiles.
– For example, if you belong to a group called “Lady Gaga Fans,” this can
be captured with the precise interest “Lady Gaga Fans.”
– Most detailed level of targeting
Sources:
Facebook
Marketplace
Best
Prac4ces

13. FACEBOOK: TARGETING
• Likes & Interests: Precise interests, topics, broad categories
• Topics
– Indicated with a # symbol, combines overlapping precise interests to
enable easier targeting. For example, the “Lady Gaga” topic will include
related interests such as “Lady Gaga,” “Lady Gaga Fans,” “Lady Gaga
Music.”
– Consider using this targeting option if you want broader targeting and
don’t want to select every relevant term separately
Sources:
Facebook
Marketplace
Best
Prac4ces

14. FACEBOOK: TARGETING
• Likes & Interests: Precise interests, topics, broad categories
• Broad Categories
– Combine interests and other profile content users have shared to create
simple, high-level groups
– Interests like “Lady Gaga” would include “Pop music” or even “Music”
– Broadest of the targeting options
Sources:
Facebook
Marketplace
Best
Prac4ces

15. FACEBOOK: BUDGETS & BIDS
• Budget set at campaign level
• Campaign budget
– Daily Budget: Set the max amount you
want to pay each day
– When daily budget is met, ads stop
– Lifetime budget: amount to spend during
a specific period of time, ie. $3000 for
30 days.
@LisaRocksSEM

16. FACEBOOK: BUDGETS & BIDS
• CPC: Recommended when goal is conversion
• CPM: Best for raising general awareness
• Bid Price: Bid prices fluctuate often.
• Set a bid within or above the suggested range
• Check back often

17. LINKEDIN

18. LINKEDIN: INTRO
• Business-relate social networking site. mainly used
for professional networking
• Total visits: 410M worldwide
Sources:
Descrip4on
Wikipedia,
Demographics
Google
AdPlanner

19. LINKEDIN: ADS TYPES
• Ads
– Image and text
@LisaRocksSEM

20. LINKEDIN: ADS TYPES
• Ads link to:
– External URL
– Personal profile
– Company Page

21. LINKEDIN: GOAL TYPES
• Brand awareness: Reach a large audience with a
widely targeted campaign
• Drive Leads: Lead Collection allows advertisers to
collect leads directly through their LinkedIn ad
campaigns
– Landing page has a button to request the advertiser
contact them.
– This option is displayed on the top of your landing page
– Data provided: name, headline, link to their LinkedIn
Profile, email address if provided
@LisaRocksSEM

22. LINKEDIN: TARGETING
• Geography
• Company: Company name, industry,
company size
• Job Title: Specific job title, job function,
seniority
• Interests: Groups
• Demographics: Gender, age
@LisaRocksSEM

23. LINKEDIN: TARGETING
• Job Title
– Specific Job Title
– Job Function
– Seniority
@LisaRocksSEM

24. LINKEDIN: BUDGETS & BIDS
• Budget set at campaign level
• CPM or CPC minimum $2
• Daily Budget: minimum $10 day.
– Daily Budget: Set the max amount you want to pay each
day
– When daily budget is met, ads stop
• Bid Price: use upper range of the suggested bid range

25. TWITTER

26. TWITTER: INTRO
• Social networking service and microblogging service that
enables its users to send and read text-based posts of up to
140 characters, known as "tweets”
• Total visits 1.1B worldwide
Sources:
Descrip4on
Wikipedia,
Demographics
Google
AdPlanner

27. TWITTER: ADS TYPES
• Advertising for small businesses is
currently available to a select group
of businesses (Amex cardholders)
• Will steadily increase the number of
participants
– To apply for ad program:
– http://advertising.twitter.com/2012/03/
opening-up-twitter-advertising-for.html
@LisaRocksSEM

28. TWITTER: ADS TYPES
• Promoted account
• Promoted tweets
• Promoted trends
@LisaRocksSEM

29. TWITTER: ADS TYPES
• Promoted account
@LisaRocksSEM

30. TWITTER: ADS TYPES
• Promoted Tweets
– Twitter regularly analyzes
your Tweets to identify 5 of
the most engaging
– You can remove the ones
that you never want Twitter
to promote
– Replies and retweets will
not be considered for
promotion
@LisaRocksSEM

32. TWITTER: ADS TYPES
• Promoted trends: Promoted Trends are currently in
beta with a small selection of advertisers

33. TWITTER: GOAL TYPES
• Brand awareness: When you gain a new follower, that person
is interested and would like to hear more from you.
• Grow follower base: pay per follow
• Engage on multiple levels:
– Click on links in Promoted Tweets
– Engage your business in a conversation by @replying
– They can retweet your Tweet to share it with all of their
followers.
– They can favorite your Tweet, which adds it to their public list
– Best For…growing follower base
@LisaRocksSEM

34. TWITTER: TARGETING
• You can target by:
• Location
• Their algorithm does the rest:
• “Our algorithms will automatically select
your most engaging content and broadcast
it to the people you’re trying to reach.”
@LisaRocksSEM

35. TWITTER: BUDGETS & BIDS
• Budget at promoted product (ad) level
• Promoted Account
• Cost-per-follower: You only pay for new followers that you gain,
• Recommended .50 to to at least max of $2.50
• Promoted tweet
• Cost-per-click recommended .50 to at least max of $1.50
• Ad budget
• Daily Budget: Set the maximum amount you want to pay each day - once you hit your daily
budget your ad will no longer show
• Bid price
• The higher the bid, the more likely your ads will show on Twitter.
• Recommended bid will be a suggested based on averages
across all advertisers on Twitter.
• Adjusted based on the historical performance of campaigns
@LisaRocksSEM

36. FINAL THOUGHTS
• Social channels are becoming a normal
advertising channel
• They are connection-based
• Users behavior and preferences are critical
to targeting the most relevant ads
• Consumers can engage on multiple levels,
ie click or share
@LisaRocksSEM

37. THANK YOU
CONTACT:
Lisa Raehsler
Big Click Co.
Founder, SEM Strategy Consultant
lisa@bigclickco.com
612-424-1SEM
Google AdWords Certified Partner