Tips for developing social and native ad campaigns.

1. How to Boost
Content Marketing
EVOLVE COMMUNICATIONS
Daniel Waldman • 443.326.3444 • daniel@simplyevolve.com • @danieldubya • www.simplyevolve.com
With Social & Native Ads

2. The Problem(s) with Social Media

3. The Problem(s) with Social Media
• Noisy
• Channels own the rules
• Google
• Facebook
• Audiences are BOMBARDED
with content

4. The Solution
We have to
buy traffic
(especially for
newer accounts)

5. The Channels

6. Anatomy of a Post Engagement Ad

8. Anatomy of a Post Engagement Ad
Demographics:
Location, Age, Gender,
Education, Marital Status
…and many more!

9. Anatomy of a Post Engagement Ad
Use interests & behaviors
to narrowly target
audiences.

10. Facebook Budgeting
Choose “Bid for clicks”
Manually set maximum bid (we usually
choose the median suggested)
Audience size x Average post engagement (approx. 0.1%) x CPC
= Estimated Budget per ad

11. Sponsored Tweets

12. Four Targeting Options (Twitter)
1) Keywords
2) Interests & Followers
3) Television (shows people watch)
4) Tailored Audiences (upload required)

13. Twitter Budgeting
Estimated Reach x Est. CPE x
Est. Engagement (1.65%)
= Estimated Twitter Budget

16. Sponsored Linkedin Updates
HUGE Targeting Options:
• Company name, category, industry, size
• Titles & job function
• School name
• Skills
• Groups
• Geography, Gender & Age

17. Linkedin Budgeting
Audience Size x CPC Bid x Est.
Clicks/Engagement (avg. .75%)
= Estimated Linkedin Budget

19. Native Ads
Branded content that:
• Is placed in context of real editorial
• Sometimes includes larger advertorial
• Is (supposed) to be marked as sponsored

21. Native Ads

22. Native Ads: Planning
1. Determine Your Content
a) Blogs
b) Video
c) Infographics
2. Choose Your Network
a)Taboola has the most publishers, biggest names
b)Outbrain probably has the lowest minimum
c)Be aware of network rules

23. Native Ads: Planning
3. Consider Mobile
Not all networks work across mobile, and vice-versa
4. Test, Test, Test
a) Set a reasonable amount for tests ($500 -
$1,000) and build from there;
b) Test across multiple networks if possible
c) Some networks allow you to test different
content/headlines/images automatically

24. Thank You!
Questions?
EVOLVE COMMUNICATIONS
Daniel Waldman • 443.326.3444 • daniel@simplyevolve.com • @danieldubya • www.simplyevolve.com