Social Media Advertising Demystified. Confused about all the advertising options on social media? The landscape is changing in 2015 and you will need to have a marketing budget. Find out what you need to know about advertising on Facebook, Twitter, LinkedIn, Pinterest, and YouTube In this presentation we will discuss The State of Social Media Advertising. We explore the rapidly evolving world of paid media advertising on the social web and demonstrate the importance of taking a scientific and strategic approach to regain the organic audience that you lost when networks such as Facebook changed their reach algorithm.

1. The Social Media
Demystified

2. 2
Roger Lopez
VP Marketing
@inemode
www.sideqik.com
Linkedin.com/in/imroger
Sideqik

3. 3
Been Doing This for a while
• 18 Years in Digital Marketing
• Working with both small
brandsas well global
• B2B, B2C, Non - profit

4. So Why Social ads?

5. Ridiculous Amount of Time on Social Media
Source: Global Web Index, January 2015

7. We live In a Digital, Mobile World.

8. Social Ads are the Most Cost-Effective Advertising
Solution on the Planet

9. 25 Million
Brand Pages on Facebook
1.5 Million
Total Advertisers on Facebook
$11 Billion
Size of Social Ads Market by 2017

11. General Tips for Social Media Advertising

12. General Tips for Social Media Advertising
1. Use free social media to beta-test your paid social ads
2. Take advantage of targeting features
3. Rotate ads frequently
4. Use small samples to A/B test your social ads
5. Understand how ads are sold
6. Design your ads with smartphones in mind.

13. Facebook Advertising

14. Facebook Ad Types
Facebook has one of the more complex social advertising platforms, with a
whole array of targeting options.
Page Post Engagement -Promote well-performing posts
Page Likes -Get Likes for your page and grow your audience
Clicks to website - Get people to visit your website.
Website conversions - Promote specific conversions for your website.
Video Views - Create ads that increase views on a video
App Installs - Get people to install your mobile or desktop app
App Engagement - Get people to use your desktop app
Offer Claims - Create offers for people to claim in your store
Event Responses - Increase event attendance

15. Facebook Audience and targeting
Like Twitter, on Facebook you can target audiences based on location, language, age
and other common demographics. For many people, Facebook is far more valuable
when it comes to targeting people by interest.

16. Facebook Pricing
Hard to Pin Down
“From 25 cents for 1000
impressions up to $6”

17. Twitter Advertising

18. Twitter Ad Types
Here are three different kinds of Twitter Ads: Promoted Accounts, Promoted
Trends, and Promoted Tweets.
Promoted Tweets - are messages that will appear directly in the timelines of
the Twitter users you targeted and at a specific time you have bid on
Promoted Account -is an ad that invites targeted Twitter users to follow
your brand – attracting more of the right followers to your brand faster.
Promoted Trends- allow you to put your story at the top of that list for 24-
hours.

19. Twitter Audience and targeting
Twitter is one of the social ad platforms that
allows you to target your ads to specific groups
of people. Like most platforms, Twitter allows
you to target based on
• location
• Gender
• Languages,
• interests
• device.
You can also upload specific lists of people
(your email list for example) to target with ads.

20. Twitter Pricing
Depends of Ad Type
“Promoted Tweets and accounts might cost
you anywhere from 50 cents to 10 dollars or
more per engagement”
Promoted Trends on the other hand have been reported to cost
$200,000 a day.

21. LInkedin Advertising

22. Twitter Ad Types
There are three main types of LinkedIn Ads.
Premium Display Ads- Allow you to share content with a targeted audience
through display ads
Email Marketing via Sponsored InMail - Deliver sponsored content
directly to LinkedIn user inboxes
Direct Sponsored Updates - Your updates will appear in the LinkedIn
timelines of your target audience

23. LInkedin Audience and targeting
LinkedIn targeting, not unlike the social network itself, is very good for employee and
company specific targeting.

24. Now lets get you started with Some Magic

25. #7 Social Ads Wizardry :
Use the Facebook Big Boy Tool
“Use Power Editor to
create Facebook ads that
gets results”

26. What Is Power Editor?
Power Editor is a bulk ads creation and management tool typically used by
larger Facebook advertisers or advertisers who want advanced features

27. #1: Use More Characters in Headline and Text Areas

28. #2: Customize the Display URL Area

29. #3: Tag Other Pages in Ads

30. #4: Access Additional Ad Types
Dynamic Product Ads
Dynamic product ads use your whole catalog of products along with a user’s
browsing history to show more complex ads to him or her.

31. #8 Social Ads Wizardry :
Organic Content amplification
“Tweet More Often &
Promote Your Best Stuff”

32. Just Say NO to Promoting Junk Updates

33. Promote Your Best Stuff Instead! (Top 1%)

34. Paid Social Ads ROI Analysis:

35. How to Find High Engagement Posts?

36. #6 Social Ads Wizardry :
Keyword Targeting
and the Ridiculous
Power of #Hashtags

37. Keyword Targeting Not on Facebook

38. Keywords Targeting: Google vs. Twitter
Google AdWords Twitter
infant clothes boy Julian’s first birthday
lawyer auto accident Some dumbass hit my car
pink dress I have nothing to wear for the
concert!
online dating Emma just broke up with me
mobile landing page
tools
#mobilegeddon
Social Keywords: Higher Funnel, Informational,
Conversational, Hashtags

39. Keywords Targeting: Google vs. Twitter
Google AdWords Twitter
infant clothes boy Julian’s first birthday
lawyer auto accident Some dumbass hit my car
pink dress I have nothing to wear for the
concert!
online dating Emma just broke up with me
mobile landing page
tools
#mobilegeddon
Social Keywords: Higher Funnel, Informational,
Conversational, Hashtags

40. #5 Social Ads Wizardry:
Increase Commercial
Intent Using in-Market
Segments!

41. “Behavioral Targeting” in Facebook

42. “Partner Audiences” in Twitter

43. #4 Social Ads Wizardry :
Demographic
Targeting

44. Demographic Ad Targeting in Twitter

45. Demographic Ad Targeting in Facebook

46. • #3 Social Ads Wizardry :
Social Media
Remarketing

47. Website Remarketing Ads Often Never Seen
Source: Google

48. As Low as 44.8% Viewability!
Source: Google

49. Page Position Matters for Website Display Ads

50. Social Ads Don’t Have “Avg. Position”

51. Custom Website Audiences in Facebook

52. Tailored Website Audience in Twitter

53. Product Ads on Facebook!

54. • Larry’s #2 Social Ads Hack:
Custom
Audiences

55. The Evolution of Display Ad Targeting
5. Website
Targeting
(e.g.: Inc.
Magazine or Home
& Garden Weekly)
4. Keyword
Targeting (e.g.
Articles containing
“Health Insurance”)
3. Interests & Market
Segments
(e.g. Business Services,
Photography)
2. Remarketing
(e.g. People who
visited the “buy” page
of your website)
1. Identity
(e.g. Specific Emails or
Phone Numbers)

56. New “Tailored Audiences” or “Custom Audiences”

57. People Based Marketing is Like Email Marketing But Better

58. Identity Marketing Using Custom Audiences in Social Ads
Identity Based
Marketing Opens
Up a TON of
New and
Exciting
Advertising Use
Cases!!

59. 1# Social Ads Hack:
Insanely Powerful
New Ad Formats

60. This Funnel is a Ridiculously Dated Concept
You Can Bypass
this Funnel
Entirely! Captured Lead
View Landing Page
Website Visitors

61. Facebook Call Buttons

62. Call Buttons are Game Changers
Mobile
Conversion Funnel
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky
Landing Page!
Desktop Search
Conversion Funnel
1. Sees Ad
2. Clicks On Ad
3. Visits Website
Landing Page
4. Lead Captured
3% Average
Conversion
Rate!
Golden Rule of Mobile: “Calls to Businesses are Worth +3x More
Than Clicks to Websites”

63. +Half-Billion Use FB on Mobile Only

64. 80% of Twitter Users are Mobile

65. New Social Direct Response Ad Formats
Leads Get Emailed or Posted to You. Apps Get Installed
(etc.) You’re Paying for Leads Not Clicks, by Eliminating an
Entire Stage of Conversion Funnel!

66. Key Takeaway

67. Key Takeaway:
1. Use Facebook
Editor
2. Post More,
Promote Best Stuff
3. Keyword Targeting
& Hashtags!
4. In-Market
Segments =
Commercial Intent
5. Layer Demographic
Targeting
6. Do Social Media
Remarketing
7. Custom Audiences =
Incredibly Precise
Targeting
8. Use Insanely Powerful
New Ad Formats

68. Thank You

69. 69
Roger Lopez
VP Marketing
@inemode
www.sideqik.com
Linkedin.com/in/imroger
Sideqik