With so many paid social options to invest in, it can be hard to understand (and convince to your boss) how your strategy can work across many different channels. How do you customize your creative to each platform, but have a consistent message that carries through? How do you put together a strategy that achieves the same overarching goal, but meets the audience requirements and nuances of each social channel? How can you use search to help your social campaigns? In this presentation, we’ll explain it all. Paid Social experts Emma Franks from Hanapin and Paul Wicker from AdStage team up in this webinar to dissect the perfect cross-channel paid social strategy for you to save budget and achieve huge results. You’ll learn: - Top performing creative and copy for Facebook, LinkedIn, Twitter, Quora, Spotify, Pinterest, and YouTube ads - How to use dynamic ads in your strategy - Expert UTM strategies for cross-channel measurement

1. Master Your Cross-Channel Paid
Social Strategy
With Emma Franks and Paul Wicker

2. Presenters
Emma Franks
● Sr. Paid Social Account Manager at Hanapin Marketing
● @akaEmmaLouise
Paul Wicker
● Vice President of Product at AdStage
● Host of #ThePPCShow Podcast
● @Wickerpedia

3. About Hanapin
Hanapin also produces PPC Hero and Hero Conf
The digital marketing experts
who create unique solutions to
empower you to be the hero
at your business.

5. How long have you been in
digital marketing?
A. 0-3 years
B. 3-5 years
C.5-10 years
D.10+ years

6. AGENDA
● Thinking Like A Social Marketer
● Testing & Optimization Tactics
● Creative Considerations
● Takeaways + Offers

7. How many social platforms
are you using?
A. 1
B. 2
C. 3
D. 4+
Non-search PPC channels including but not limited to: Facebook,
LinkedIn, Twitter, Quora, YouTube, Reddit, Snap, Spotify, and
Waze.

8. THINKING LIKE A SOCIAL MARKETER

9. WHO I AM AT WORK WHO I AM AT HOME
WHO I AM AT SCHOOL
WHO I AM AT THE
STORE
WHO I AM ON THE TRAIN
WHO I AM AT THE
AIRPORT
THERE’S AN APP FOR THAT

10. Know the Intent
Information
Entertainment
Connectivity

11. Consistency + Customization

12. Don’t Forget
the
Fundamentals
● Tag all URLs with UTM
parameters
● Place pixels on every page of
your site + all subdomains
● Use exclusion audiences (recent
converters at the very least)

13. Cross-Channel Funnel

14. Test Forms on Facebook Implement Forms on LinkedIn

15. Test where costs are lower

16. Do Form Testing on Facebook

17. Copy the Strategy to LinkedIn

18. Copy the Strategy to LinkedIn
PROTIPS!

19. Time of Day Analysis -> Dayparting

20. Facebook Performance by Hour

21. Time Breakdown in LinkedIn? LOL

22. Just wake up at 3:00am every morning

23. Or get AdStage :)

24. Best Performing Creative

25. Every audience is different but...

26. Use Dynamic Creative for FB Testing

27. Scale Customization with Catalogs

28. Quora - Test Like Everything Else

29. Stories, Stories, Everywhere

30. Snap and IG matter

31. Facebook Ads - Instagram

32. Ads in Stories Don’t Have to be Video
-16% CTR
BUT
-37% CPC
(vs. Mobile News Feed)

33. Video

34. Trends: Video
“US social network video
ad revenues will reach
$11.69 billion in 2020”
-
eMarketer

36. Video
YouTube
● Discovery
● Engagement
● TrueView for Action
Twitter
● Low cost channel for data collection
● Test to your heart’s content!

37. Takeaway:
Leverage Your
Data!
Consider the platform, device, and
placement
Match your CTA and offer to the
audience
Use media purposefully (there is no
“one-size fits all” creative for social)
Forms, Videos, Audiences, Images,
Copy, etc.

38. Would you like an offer?
A. I’d like a copy of the AdStage Benchmark
Report
B. I’d like to receive emails keeping me
updated on Hero Conf
C. I’d like both
D. No, thanks.

39. 3
9
6 networks
13 billion impressions
136 million clicks
30 benchmarks
7 pages of trend commentary
11 marketing insights
Get the Benchmark Report
here!
AdStage Benchmark Report

40. Questions?

41. Thanks for
joining our
webinar!
Contact us directly:
Hanapin:
marketing@hanapinmarketing.com
AdStage: paul@adstage.io