My slides from the recent Hubspot / Distilled / Zazzle Media Webinar within which I focused on paid social tips.

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HUBSPOT PAID
SOCIALWEBINAR

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PAID
SOCIAL

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IT ALL STARTS
WITH
AUDIENCE

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KNOWWHOYOU’RETALKINGTO

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FINDOUTLIKETHIS
Facebook Power Editor

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USETHISFORMULA

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YOUENDUPWITHTHIS

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YOUCANEVENDOITWITHAGE

9. vANDBRANDS

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READMOREHERE…
http://blog.hubspot.com/marketing/
paid-content-distribution-ht

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CREATE
PERSONAS

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SETTING UP
THE
CAMPAIGN

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FACEBOOKOPTIONS

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FACEBOOKADPLACEMENTS
Domain Ads – Pushing traffic ‘offsite’ – best for ROI.
RHC (Right Hand Column)
A lot more impressions but expectation is not to go offsite.

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FACEBOOKADPLACEMENTS
22x ROI than the rest of Facebook.
NEWS FEED

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FACEBOOKTARGETING
Age and Location: Break it down. Key component of your test
strategy. Same is true of location.
Mobile: Mobile newsfeed for conversions is not great. Mobile is fine
for Likes and engagement.
Lookalike Audiences: Find and reach more people who look like your
best customers by utilizing Lookalike Audiences for users who are
likely to convert. You can find this option in Power Editor.
Utilize the data you created: Set up campaign groups based on each
persona and target by interest.

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FACEBOOKCONTENT
Images: To comply with Facebook policies and catch user’s
attention, be sure to include less than 20% text in your photos.
Images featuring bright colors or people/emotion perform best.
Headline: Show our targeted demographic that we are speaking
directly to them. We can ask relevant questions or make statements
that our target demographic will respond to. We can also use it to
voice relevant, beneficial selling points.
Body Copy: Include a strong CTA (Call To Action) or next step e.g.
click here, register here and so on

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TWITTER OPTIONS

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TWITTERADFORMATS

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TWITTERTARGETING
Keywords - simple but often targeting is a little loose.
Television – treated as a broadcast advertising opportunity
Interests – great for utilizing earlier audience insight

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TAILOREDAUDIENCES
• Users’ web browsing behavior.
• Email addresses and other CRM data.
• Lists of Twitter IDs.
Allows you to target based on…
MUST WORK WITH A 3RD PARTY AD PARTNER

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IT’SALLABOUTTHE…
• AD FORMATS
• PLACEMENTS
• TARGETING
• CREATIVE

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TESTING
TESTING
TESTING

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TESTING
Create two campaigns with 3 ads within each campaign. Use different creative for
each ad and different targeting for each campaign:

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EXAMPLE CPCS TO AIM FOR
NICHE EXAMPLE STARTING CPC OPTIMIZED CPC
GARDENING 0.30p 0.15p
LOANS £1.00 0.60p
FASHION 0.40p 0.15p

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THANKS@SIMONPENSON
SIMON.PENSON@ZAZZLEMEDIA.CO.UK