Discussion of the various social advertising formats including Facebook, Twitter, LinkedIn, Reddit, and StumbleUpon. Includes how to effectively utilize advertising budgets to gain the most value.

1. How to Rock at
Social Advertising
Chris Reilly @reilly3000 unleashed-
online.com

3. Agenda
Paid vs. Organic
Overview of Social Advertising Options
Best and Worst Practices
Facebook Deep Dive
Q&A

4. The Role of Advertising

5. Uses of Social Advertising

6. The Power of Social Ads
• Social ads have 55% higher recall than non-social ads (Nielson)
• Friends of fans were 27% more likely to shop at Target after
seeing an ad on Facebook (Comscore)
• 90% of purchases are subject to social influence (Wired
Magazine)

7. Facebook Ad Targeting

8. Facebook Ads
• Largest reach over 1B Users!
• Great Geotargeting
• Interest Targeting
• Relationship Targeting
• “Sponsored Stories”
• CPM or CPC Pricing
Facebook.com/Ads

9. Twitter Ads
• Highest Engagement with Ads
• Limited Geo-targeting
• Interest Targeting
• Use to grow followers or Promote Tweets
• Cost Per Engagement Model
Ads.Twitter.com

10. LinkedIn DirectAds
• Targeting for Job Titles and Industries!
• High cost and low performance
• New Video Ad Formats
• Localized by region
• Local Targeting
• CPM or CPC
LinkedIn.com/DirectAds

11. StumbleUpon Paid Discovery
• Low, fixed cost per visit
• Generates organic content views and backlinks
• Great for bloggers and photographers
• No geotargeting capabilities
• People stumble away quickly, engage them
StumbleUpon.com/PD

12. Reddit Ads
• Interest driven targeting
• Social engagement with ads
• No geotargeting except for /r/cityname
• Affordable fixed-rate pricing model
• Understanding the community really helps
reddit.com/promoted

13.  Target Interests
 Target relationships - 'amplify word of mouth'
 Age
 Workplace
 Relationship status
 Sexual preference
 School status
 Location

14. Best Practices
• Split-testing
• Ad Fatigue
• Imagery
• Age Bucketing
• Segmentation

15. Worst Practices
• Overusing the timeline
• Driving Traffic Offsite
• Ad fatigue
• Letting Facebook spend your money
• Change happens!

16. Advanced Options
•FBX
•Customized Audiences
•Action Based Targeting
•View-Through Conversion Tracking

17. Facebook Formats
Fan
Acquisitio
n
Facebook
App installs
External
website
sales
Brand
engagement
Product
launches
Mobile app
installs
Social.com
Recommendation
Fanpage ad Application
ad
External
website ad
Sponsored
stories (All)
Page-post
video
Mobile app
install ad
Sponsored
page likes
story
Sponsored
app used ad
Page-posts
(All)
Page-post
photo
Worth testing
Page-post
photo
Sponsored
custom
action app
ad
Page post
link advert
Page-post
event
Sponsored
page share
story
Sponsored
domain
story

18. External Website Ads
SPECS:
Title: 25 characters Body
copy: 90 characters Image:
100 x 72 pixels
Best use case
•Driving traffic to an external
website
•Using custom creative to
drive to a FB page
Best use case
•Driving traffic to an external
website
•Using custom creative to
drive to a FB page
Key Features:
•Creative and URL is entirely
customizable
•If website is connected to Facebook,
social context is possible if you refrain
from using URL redirects/click tags
Targeting: All
Placement: RHS, RHS homepage
Platform: Desktop only
Facebook Conversion Tracking
compatible:
Yes

19. Facebook Page/Place
Key Features:
•Contains ‘like’ button (great for fan acquisition)
•Customizable image & body
•Social context available
Targeting: All
Placement: Newsfeed, RHS & RHS Homepage
Platform: Mobile & Desktop
Premium compatible : No
Facebook Conversion Tracking compatible:
Yes
Best use case
•Fan acquisition
•Driving traffic towards
fanpage tabs
Best use case
•Fan acquisition
•Driving traffic towards
fanpage tabs

20. Event
Key Features:
•Join button
•customizable image & body
•Social context available
Targeting: All
Placement: Newsfeed, RHS & RHS Homepage
Platform: Mobile & Desktop
Premium compatible : No
Facebook Conversion Tracking compatible:
Yes
Best use case
•Generate RSVP’s from
current and prospective
customers
•Event awareness
Best use case
•Generate RSVP’s from
current and prospective
customers
•Event awareness

21. Sponsored Stories
Key Features:
•‘Like this page’ button
•Social plug
Targeting: Connections & friends of connections
Placement: News feed, RHS, RHS Homepage
Platform: Mobile & Desktop
Premium compatible : Yes
Facebook Conversion Tracking compatible:
Yes
Best use case
•Brand awareness,
drive engagement
and reacquisition
Best use case
•Brand awareness,
drive engagement
and reacquisition

22. Questions?!?