Learn how to transfer skills, research and knowledge from PPC and display advertising campaigns to create awesome social media advertising campaigns.

1. Use Your PPC & Display Skills
to Pay the (Social Ads) Bills
Presented by John A. Lee
Managing Partner – Clix Marketing
State of Search – November 18, 2013

3. “ We should test social media advertising, but
we are going to ignore everything other online
marketing campaign and start from scratch!
Said No One Ever
”

4. Work Smarter, Not Harder

5. Here’s What You Can Expect To Learn…
• Build social media advertising
campaigns based on your
skills, knowledge and assets
from PPC and display:
•
•
•
•
•
Research
Segmentation
Creative
Tracking
Bonus!

6. The Stars of the Show
Facebook Ads
LinkedIN Ads
Twitter Ads

7. RESEARCH
Use Your PPC & Display Skills to Pay the (Social Ads) Bills

8. Keywords
• Applies to Twitter Ads.
• PPC keyword research and performance:
• Twitter Ads - Promoted Tweets for Search
• Display contextual keyword research and
performance:
• Twitter Ads – Promoted Tweets for Timeline

9. Keywords? Match Types? Social Ads? FTW!

10. Persona and Audience Data
Persona &
Audience
Research
Social Media
Advertising
Display
Advertising
Performance

11. Persona and Audience
• Applies to Facebook Ads, LinkedIN Ads, Twitter Ads.
• Persona and audience research:
• Demographics: Age, Gender, Location
• Display advertising performance:
• Topics, interest categories, affinity categories and demographics.
• Apply these existing data points to:
• Facebook precise interests, broad categories, partner categories, custom
audiences.
• LinkedIN parameters (company, industry, job title, skills, etc.).
• Twitter interest categories, topic based keywords, search stems to research
followers for targeting.

12. Applying Personas to Social Ads
Facebook Ads

13. Applying Personas to Social Ads
LinkedIN Ads

14. Applying Personas to Social Ads
Twitter Ads

15. Competitors
• Applies to Facebook Ads and Twitter Ads.
• You did your competitor research. You see their ads in
the SERPs. Put that information to good use!
• Target competitors via precise interests in Facebook Ads.
• For Twitter Ads, piggy back on your competitors’ follower
base!
• Research competitor and/or thought leader Twitter @handles.
• Target users similar to their followers.
• Effectively a built-in lookalike audience.

16. Promoted Tweets for Followers
Create a look-alike audience based on your competitors’ followers.

17. SEGMENTATION
Use Your PPC & Display Skills to Pay the (Social Ads) Bills

18. Segment by Targeting Type
• Applies to Facebook Ads, LinkedIN Ads and Twitter Ads.
• PPC and display advertising fundamentals dictate that you segment
campaigns to isolate variables, simplify management, etc.
• Social media advertising is no different.
• Facebook: Precise Interests vs. Broad Categories vs. Partner Categories vs. Custom
Audiences, etc.
• LinkedIN: Companies vs. Industries vs. Groups vs. Skills vs. Job Titles, etc.
• Twitter: Keywords for Search vs. Keywords for Timeline vs. Similar Followers, etc.

19. Segment by Device
• Applies to Facebook Ads and Twitter Ads.
• We learned a long time ago in PPC and Display that
desktop, tablet and mobile devices perform quite
differently.
• Discussing why Google AdWords took device segmentation
away is for another session…
• Device segmentation IS key!

20. Twitter and Mobile
• Twitter’s mobile usage is higher
then either Facebook or
LinkedIN.*
• Target mobile devices in isolated
campaigns to control eCPC and
report on mobile vs. desktop
conversion rates independently.
Social Media Mobile Usage
LinkedIN
Facebook
* Data:
Twitter
•
0%
10%
20%
30%
40%
50%
60%
70%
Twitter:
http://marketingland.com/twitter-60-percent-of-usersaccess-via-mobile-13626
•
Facebook:
http://www.techradar.com/us/news/internet/facebookmobile-usage-outstrips-web-for-first-time-ever-1128489
•
LinkedIN:
http://www.strategyanalytics.com/default.aspx?mod=repo
rtabstractviewer&a0=8933

21. Facebook and Mobile
• Device dictates ad placement on
Facebook Ads.
• Using your own landing page?
Desktop, right-hand column
placement only.
• Using your Facebook page? This
opens up newsfeed placement
and mobile targeting.
• Newsfeed is the only placement
available for mobile.

22. MOAR SEGMENTATION!!!
Geography
• Review your geographic
performance in PPC and display.
• Use these geo-targets as a
baseline to start testing social
media ads.
• For the long term, test geography
specifically for social – this is just
a starting point!
• Segment by country at a
minimum!
Facebook Exchange Remarketing
• How do you segment your
remarketing audiences for
display?
• Use this as a framework to create
FBX remarketing audiences.
• Again – this is a starting point. FBX
can and will take on a life of its
own!
• Facebook is developing a
remarketing platform separate
from FBX. Stay tuned!

23. CREATIVE
Use Your PPC & Display Skills to Pay the (Social Ads) Bills

24. “ Success is neither magical nor mysterious.
Success is the natural consequence of
consistently applying the basic fundamentals.
Jim Rohn
Remember your ad writing and landing page fundamentals!
”

25. Ads and Landing Pages for Social
• Applies to Facebook Ads, LinkedIN Ads and Twitter Ads.
• Use the ad and landing page copy skills you’ve honed
through PPC and display:
• Messaging should be relevant to targeting
(keywords, interests, geography, other persona data, etc.).
• Messaging should contain benefits.
• Messaging should contain a strong call-to-action.
• Messaging should be consistent through your ad and landing
page.
• Take your best performing ads and landing pages from
search and display to use as a baseline to start ad testing in
your social channels.
• Long term, plan to have a landing page testing process that isolates
performance and testing variables by channel.

26. Duracell and Daughtry! Um…
Don’t do this. Ever.
http://worstfacebookads.tumblr.com

27. A Picture is Worth 1000 Words
• Facebook Ads and LinkedIN Ads
integrate text ad copy with
images.
• Facebook (1200x627) gives you
room to really test across
newsfeed and right-column
placements.
• LinkedIN (50x50) not so much.
• Review your landing page and
display image ad tests – what
images have worked well in the
past? Start here.

28. Social Pages as Landing Pages
• Facebook Ads and LinkedIN Ads allow you to send paid traffic to
native pages.
• LinkedIN – this means sending traffic to your company page.
• If your goal is to increase LinkedIN engagement, OK. Otherwise, this is not
recommended.
• Facebook – this means sending traffic to any number of your Facebook pages
and tabs.
• Many advertisers have found this to be a strong strategy.
• Proliferation of lead form and e-commerce solutions for Facebook pages makes
this strategy more relevant by the day.
• Using Facebook pages opens up the newsfeed ad placement. According to Marin
Software’s data – newsfeed ads garner up to 187% higher click-through rate!

29. TRACKING & REPORTING
Use Your PPC & Display Skills to Pay the (Social Ads) Bills

30. Reporting and Analysis
• Applies to Facebook Ads, LinkedIN Ads and
Twitter Ads.
• Your reporting and analysis skills from PPC
and display are directly applicable to social
ads.
• Watch for the usual suspects:
• Impressions, clicks, CPC, CTR
• Be aware of social specific metrics:
• Social reach, actions, engagements

31. Tracking Conversions
Who needs conversion
tracking anyways?
• LinkedIN Ads and Twitter Ads do not
have native conversion tracking.
• Facebook Ads does. Sort of.
• Tag for Google Analytics or your
analytics package of choice.
• Tag for 3rd party tools like Acquisio or
Marin.
• Tag for CRM software like SalesForce
or Infusionsoft.

32. Social Advertising’s Full Effect
• PPC ads in search target user’s
late in the buying or decision
making cycle.
• Social ads often catch those
users early in that cycle.
• Set up attribution modeling or
use Multi-Channel Funnels in
Google Analytics.
• Report on assisted conversions.
• Test multiple conversion types to
find what engages your social
audience.

33. BONUS!
Use Your PPC & Display Skills to Pay the (Social Ads) Bills

34. Get Your B2B On!
• Generate leads within Twitter
and LinkedIN.
• Twitter Ads Lead Generation
Cards
• LinkedIN Lead Collection

35. Twitter Lead Gen Cards
• Obtain lead information within
the Twitter timeline.
• Sign ups, offers, email
subscriptions, free trials.
• Download lead data via CSV.
• Sync with CRM software via
APIs.

36. LinkedIN Lead Collection
• Users can contact you directly
via LinkedIN.
• Keeping users engaged without
leaving LinkedIN can increase
click-through-rate and
conversion rate.
• Negative drawback: you are
forced to respond to these
leads within LinkedIN as well.

37. The Social Ads Back Door
• Target social media websites
via Google Display Network.
• Facebook and LinkedIN use the
GDN to backfill unused ad
inventory.
• Placement target
linkedin.com, facebook.com and
layer with contextual keywords.

38. Thank You!
Have questions? Let me know! Email: john@clixmarketing.com Twitter: @john_a_lee