1. Targeted
Social Media Advertising
Let’s talk.
www.jessibrawley.com
jessibrawley@gmail.com
(314) 707-9049
LinkedIn.com/in/jessibrawley

2. Confinement during the
pandemic has people
using social media
more than ever.
Therefore, this deck
was created to inform
social strategy and to
explain the new
opportunities that exist
in the social realm to
capitalize on increased
social use.
The use of targeted advertising and remarketing on social
media to drive leads and build brand recognition is more
important now than ever. Targeted social media
advertising is here for the long run. It’s the next frontier of
online marketing. Advertising on social media is a real,
tangible driver of leads and sales. Marketing departments
are increasing their social ad spend across the board in
response. Our task is to find new ways to utilize these
networks in new and innovative ways – using the latest
methodologies and new tactics.
2

3. Agenda
3
New Opportunities
Planning a Paid Social Campaign
Approach, Strategy and ROI
Targeting and Retargeting
LinkedIn
Key Things to Remember and What’s
Next?
Let’s connect. Contact info on slide 35

4. Marketing is
Changing:
New
Opportunities
The journey has
become more
complex, multi-
channel, and multi-
device, with nearly
endless touchpoints.
4

5. 5
Greater Results from Targeted Advertising
Social Media and Internet
Advertising
Traditional Advertising
• Impersonal
• Unquantifiable consumer behavior
• Numbers driven
• Low cost per capita
• High total cost
• One-way communication
• Response to feedback is not immediate
• Personal
• Feedback driven
• Direct communication
• Engaged
• Cost effective – A/B Testing
• Highly visible communication
• Immediate response available

6. 6
The World of Marketing Has Changed and
Consumer Control of Media is Transforming
Marketing
awareness interest consideration purchase opinions advocacy community
MARKETER GENERATED
PERSUASION
USER GENERATED
INFLUENCE

7. Changes Create New Opportunities
for Marketing Performance
7
Display
Remarketing
Unique Creative Opportunities
Valuable
Content
Game-changing
consumer insights
Explosion
Of Data
Digitization of
Media
Changes n
Consumer
Behavior
Proliferation of
Touchpoints

8. These New Opportunities are
Performance-driven
8
Traditional Marketing Digital Marketing
From To
Principles
Cost-per-audience
Mass
Optimized reach
Advertising only
Ratings Data
Cost-per-result
Targeted
Optimized outcomes
Paid, earned, owned
Consumer and results data

9. Planning a
paid
social
campaign
With GlobalWebIndex
reporting that 93% of internet
users have at least one social
media account, therein lays
a huge opportunity for
marketers to target their
audiences.
9

10. š What goal is a paid campaign strategy supporting?
š Who is the target audience?
š What action do you want them to take?
š How will you measure it?
š What will the communication look like?
Essential Campaign Planning
Decisions
10
Overview of an Advertising Campaign Plan:
Goal Audience Key
Message
KPI Campaig
n Duration
Budget
and
Buying
Expected
ROI
Reach as
many people
in our
audience as
possible as
allowed by
schedule
and budget
Audience
Segment
Here
Key
Message
here
Reach 1 June to
7 June
USD
$2,500
Auction
Buying
10,000
people
reached,
cost per
reach –
USD $0.25

11. š Target audience is early in the decision process
š “TOFU” – top of the funnel
š Something new—audience, product, service, message
š Something interesting—content
š Key is audience targeting
Choosing a Brand Campaign
11
Choosing a Performance Campaign
š Target audience asked to take action, make a decision
š “BOFU” – bottom of the funnel
š Something they already know about
š Key is a strong call to action

12. 12
Selecting the Right Advertising Channel
Types
Page Post Engagement
Page Likes
Clicks to website
Website conversions
Video Views
App Installs
App Engagement
Offer Claims
Event Registries
Placement
Desktop Newsfeed
Mobile Newsfeed
Right Hand Column
Targeting Features
Location
Language
Age
Employment
Interests
Purchasing Behaviors
Pricing
Cost per click (CPC)
Cost per 1,000
Impressions (CPM)
Cost per conversion (e.g., event
responses)
Pricing is optimized
On competition, delivery, fatigue,
frequency, budget
Types
Promoted Tweets
Promoted Accounts
Promoted Trends
Targeting Features
Tweet engagement
Website clicks or
conversions
App Installs
Video views
Follower growth
Twitter lead
Collection
Price is based on
Objective
Audience
Budge
Targeting Features
Location
Language
Age
Interests
Devise
Networks
Example
You can target
audiences already
following competitors,
or even people who are
similar to your follower base,
a great way to find your
target audience
Types
Premium Display Ads
Email Marketing and
Sponsored InMail
Direct Sponsored Updates
Targeting Features
Industry
Position and Seniority
(e.g., white paper for C-
suite)
Location
Company Size
Pricing
Cost per click (CPC) bid
Cost per 1,000 impressions
(CPM) bid
Effective with B2B
Marketing

13. Marketing Goal: Awareness
13
Key to Success • Audience Targeting, Breakthrough Creative (e.g., video)
Metric • Estimated Ad Recall, Reach, CPM
Call to Action • Maybe?
Marketing Goal: Engagement
Key to Success • Interesting Content
Metric • Likes, Comments, Shares, CPC, Video Views
Call to Action • Learn More, Watch More, Watch Video, Open Link
Marketing Goal: Acquisition
Key to Success • Audience Targeting, Interesting or ongoing value
Metric • New Followers, Cost-per-acquisition, CPC
Call to Action • Like page, sign up
Marketing Goal: Conversion
Key to Success • People you know—right offer, right time, Install FB tracking pixel
Metric • # or $ of sales, bookings, app downloads
Call to Action • Get in touch, etc.

14. Approach,
Strategy
and ROI
Through automation,
efficiencies and
unprecedented visibility,
marketers can do
breakthrough
programmatic targeting,
content optimization
and personalization that
transforms roles, data
collection, tech stack
and performance results
for any sized business.
14

15. 15
š Planning is key. Utilize a competitor analysis to learn what trends are in the market, what your
competitors are doing and what works and what doesn’t.
š Develop a 12-month (or determined time frame) strategy for the brand.
š Three Main Decisions: 1) Brand campaign or performance campaign 2) Marketing Campaign
Goal 3) Core audience, custom audience, or lookalike audience
š Follow the R.A.C.E. concept:
š Reach: Grow your audience
š Act: Encourage brand interactions and leads
š Convert: Increase Sales
š Engage: Build customer loyalty and advocacy
What Strategy Can Be Used to Plan a Paid Social
Campaign?
73%of customer
engagement
happens off a
company website
(Surefire)

16. 16
Recommended Approach
Stage Creative Placement KPIS
Awareness
Engagement
Conversion
Video
Experience Ads
Video
Carousel
Experience Ads
DPA
Single Image
Carousel
• Stories
• News Feeds
• Messenger
• New Site Visits
• Views
• Page Engagement
• News Feed
• Messenger
• Audience Netwok
• News Feed
• Messenger
• Audience Network
• Site visits
• Site engagement
• Customer Sign-ups
• Sales
• Leads
• Customer Sign-ups

17. 17
Brand lift is a measurement of the direct impact our ads are having on perceptions and behaviors
throughout the customer journey.
Measure Campaigns’ Ability to Drive Brand
Awareness
vWhat is reported
How it’s measured
Questions which this
Will help answer
Ad
Recall
Brand
Awareness
Brand
Interest
Surveys Surveys Search
What
Frequency
maximizes
ad recall?
What
gender
is driving
lift in
awareness?
Is the ad
inspiring
consumers
to search?
? ? ?

18. 18
š Run social platforms reports and use native analytics.
š Track progress against your objectives.
š Compare and contrast the marketing investment against revenue.
š Social media ROI is a metric showing how much value we generate with our social media
investment.
š Social ROI is usually a sum of money but can also be viewed as a non-monetary value such as
comments or newsletter sign ups.
š Profit / Investment x 100 = social media ROI %
(Profit is the money earned from social media marketing while investment is the total cost of our
social media marketing efforts.)
š What social media ROI means for your company depends entirely on our objectives.
Tracking Marketing ROI: Measuring social media
ROI must be a priority

19. The Different Stages of Customer
Acquisition and How to Prove ROI
1919

20. 20
Tracking ROI Down
the Marketing Funnel
Early:
MAXIMIZING
ENGAGEMENT
Reach measured
in relation
to engagement
Middle:
LEARNING ABOUT
YOUR AUDIENCE
Cost-per-Click
(CPC),
Click-through-Rate
(CTR)
Late:
ENCOURAGING
YOUR AUDIENCE
TO BUY
GOAL METRICS
Metrics that link social media
marketing to ROI at different
stages of the funnel
Conversions
(App Installs,
Downloads,
Purchases)
To understand how good our
social media ROI really is, we
need to benchmark it
against the market.
20

21. Targeting
and
Retargeting
Strategies
Retargeting can also
be used as a Branding
Strategy as users are
delivered multiple
targeting ads,
ensuring that the
Brand is top of mind.
21

22. Consumers are in
constant information
bombardment and
increasingly tougher
competition is
making it more
complicated to
reach target
consumer that wants
to see and get what
they want whenever
they want it.
According to
Gleanster, 50 percent
of leads are qualified
but not ready to buy.
Additional research
shows that 35-50
percent of sales go to
the vendor that
responds first.
Impatient and ad
overexposed
consumers is a
problem for
advertisers and
require new ways to
trigger consumer
attentions and
interactions.
Reduced marketing
budgets and shifting
business needs also
mean you are under
more pressure than
ever to make your
online investments go
further.
Problems Solved with Social & Digital
Targeting
22

23. š The practice of serving ads to users based on prior engagement
š How it works: When someone visits our website, our retargeting provider
will place an anonymous browser cookie that will store the site visit and
when that visitor leaves, that cookie lets the retargeting provider know
when that bounced visitor appears on another site.
š If there’s available ad space, the retargeting provider will bid on that
space in real-time. If they’re the highest bidder, then secure the ad space
before the page loads. All occurs in fraction of a second.
š Why Retarget? Traffic that bounces doesn’t have to be the end of the
line. By serving retargeted ads to users who already expressed interest in
our site, they’ll become part of the purchase funnel and we’ll encourage
the next step: conversion
š Because 90-98 percent of site visitors simply don’t convert, retargeting can
provide the additional marketing touch points to encourage conversions
and drive prospects further down the funnel
Retargeting
23

24. New Prospecting Strategies
24
Contextual and
Keyword Targeting
Crawlers scan the content of sites and based on relevant keywords and/or customizable categories,
display ads on the sites that are a fit. This is a Page-leel keyword and contextual strategy.
Matching the client’s keyword with a user searching for that same term via all search engines
Keyword Search
Targeting
Video Running Pre-Mid or Post-Roll Video on Targeted Sites with Video completion Rates Visibility
Displaying ads to users who appear on specific verticals
Outlook users migrated from Hotmail and view ads while on their Outlook Webmail. Exclusive inventory
that allows only one advertiser on page and garners strong CTR’s. Yahoo allows larger 300x600 ads and
tends to yield higher CTR
The Look-Alike Modeling strategy uses the DMP to ID the most valuable first-party data traffic and
matches the DMP data to the first-party data. Need at least 50K Cookies for this strategy to be viable.
Channel/Vertical
Targeting
Outlook and
Yahoo Targeting
Look-A-Like
Modeling
Predictive
Audience
IP and Zip Code
Targeting
The algorithm selects data segments with a high likelihood of driving campaign performance and
automatically adjusts audiences as the campaign progresses. One can deactivate/activate the
underperforming and higher performing segments. CTR goals can average 3-6x improvement.
IP and Zip Code Targeting to connect with users in specific IP and/or Zip Code areas. Targets can be
supplied by your company, a third party, or created based on a campaign.

25. When to Use Retargeting Strategies
• When a website has in excess of at least 20,000 estimated Unique visitors per month. A robust cookie pool is
needed in order to achieve successful Retargeting campaign results. Only 7-20% of the Uniques can be
used toward a monthly retargeting budget.
• Performance driven campaigns demanding specific CPA and ROAS Goals
• CPM, CPC & CTR Rates take on less importance as conversions and revenue drive the KPIs. Retargeting
strategies force higher CPM’s and CPC’s and tend to draw a lower CTR, mainly because we are forced to
bid higher on limited retargeted cookies.
• No focus on the Geo as we only want to capture users who have shown intent when they initially visited the
site.
• Retargeting can be used as a Branding Strategy as users are delivered multiple targeting ads, ensuring that
the Brand is top of mind.
• Retargeting is key for Cross-Selling campaigns
25
25
25

26. 26
• Dynamic Retargeting is highly intelligent, utilizing the latest
technology for performance marketing, which enables ads that
are highly accurate and relevant through personalization, cost
effective and revenue generating. This is possible due to
algorithms targeting most likely conversion (company defined
valuable post ad click actions) targets and at the right moment
in their purchasing funnel.
• Ad personalization and timing will affect consumer engagement
and also their purchase behavior, positively affecting ROI.
• Dynamic retargeting considering timing (ads targeted directly
after browsing instead of 8-hour delay) has higher banner click-
through rate and conversion rate plus increasing ROI. Dynamic
retargeting has an incremental ROI of 62 times the investment
compared to buyers not targeted with dynamic retargeting.
Dynamic Retargeting

27. Social targeting is an audience buying methodology for online
advertising. It’s related to other types of audience buying such as
demographic or behavioral / interest-based targeting. While pure
interest-based targeting allows advertisers to find an audience
online based on the affinities they have expressed in their web
behavior (i.e., what sorts of websites they have visited), social
targeting combines that logic with social network logic, helping
brands to find the people who are connected to their best
existing customers.
27
Social Targeting

28. 28
š Integrate both paid and
organic social media into your
social strategy
š Use free social media to beta-
test paid social ads
š Take advantage of targeting
features
š Rotate ads frequently (week
on/week off) to avoid ad fatigue
š Send out several “test” ads to
small audiences, track the
results, and then push the
winning ads to larger groups.
This is more cost effective
š Understand how ads are sold
and adapt content
accordingly
š Design ads with mobile in
mind
Tactics

29. LinkedIn
LI has reported that 90%
of all social media traffic
to B2B websites comes
from a combination of
Facebook, Twitter and
LinkedIn. LI accounts for
over half of this traffic,
making it substantially
more effective than its
non-business-focused
counterparts.
29

30. LinkedIn Marketing Strategy: Lead
Accelerator
30
There are currently more than 1.3 million
companies with pages on LinkedIn, all
vying for the attention of more than half
a billion users. Company pages
represent a huge opportunity for
businesses to establish their brands and
expand their business network. Your
business needs to utilize LinkedIn’s full
capabilities to win the minds and hearts
of your target audiences.
30
Part of the LinkedIn marketing Solution’s full funnel platform.

31. Geographic Locations: Reach members based on where they live or visit by searching
for locations. Geographic location is based on the permanent or long-term location
specified by the member in their profile and/or by their IP address for short-term visits.
Optional Targeting Facets:
Company: Company Connections, Company Industry, Company Size, Company Name,
Company Followers, Company Growth Rate, Company Category
Demographics: Member Age, Member Gender
Education: Field of Study, Member Schools, Degrees
Job Experience: Job Function, Job Seniority, Job Title, Member Skills, Years of Experience
Interests and Traits: Member Groups, Member Interests, Member Traits (behavioral)
We can also select from LinkedIn’s audience templates, which are templates pre-
populated with various targeting options to help you reach desired audiences more
easily and efficiently.
31
LinkedIn Targeting Capabilities

32. Companies can use LinkedIn Sponsored Content to promote our content in
the LinkedIn feed to drive greater engagement with professionals and to
strengthen its position as a thought leader.
We can amplify content through the use of LinkedIn’s Sponsored Content. This
will enable your company to start building a relationship with professionals
who are not connected to you through content.
Result: Increased exposure of thought leadership content within a professional
environment and raise the visibility of the company blog to stimulate greater
interaction and content sharing.
LinkedIn Sponsored Content
32

33. 33
š Recognize users across different devices. (72 percent of buyers used at least 2 devices
and switched at least three times before the purchase, which highly suggests cross
device recognition as an important feature in dynamic retargeting in order to gain
efficiency in ad delivery, costs and result.
š Digitalization is enabling new ways to perform advertising and it is changing the
behaviors of target audiences - the digital consumer (who want to self-service by
helping themselves when they feel like it). They are multichannel and are thus browsing
and buying amongst different channels.
š In the digital environment the consumer-purchasing funnel might involve touchpoints
from channels such as paid search (e.g. Google search), display ads (banners) and
email.This makes it important to understand the complex customer journey across
marketing channels, in order to increase advertising efficiency such as channel cost
allocation based on the level of different channel interactions among consumer
Key things to remember

34. Further Questions to Be Answered
34
š How can we get to grips
with social data mining
and intelligently split our
segments to
communicate more
effectively across
marketing channels?
š How exactly do we
harness social media
data and better divide
our marketing segments?
š We must personalize and
retarget effectively. How do
we leverage social data to
reach the right consumer at
the right time with the right
content (without being
creepy)?
š How can we utilize Google
Ads to do audience
targeting?
š What information are we
legally allowed to collect,
use and store from social
data sources?
š How do we best segment
our audiences on social
media for the most
effective ad campaigns?
š The future is private. More
conversations will happen
on messenger and dark
social marketing tools.
How can we take
advantage of this?

35. Let’s Talk.
I like to disrupt industries with innovative digital
marketing. If you want to prove the ROI from social
media, get in touch. Contact me for consulting
services and other opportunities. I’d love to help
you out. My resume and blog is at
www.jessibrawley.com. Let’s chat and connect on
LinkedIn (www.LinkedIn.com/in/jessibrawley).