An introduction to paid social media advertising for beginners. How to advertise on Facebook, Linkedin, Twitter, Youtube, and Instagram. Learn how to use retargeting / remarketing and best practices.

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NUMBERS AND STUFF
97%of consumers use the web to find local goods and
services.
Source: BIA/Kelsey Group

4. SIT DOWN WITH KEY PEOPLE
TRADITIONAL
BROADCAST
RADIO
DISPLAY
GOOGLE ADWORDS

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TARGET AUDIENCE

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PLAN THE CUSTOMER’S PATH
Conversion
Ad served
Visits landing page
Gives up email address
Welcome email sent with coupon
Not retargeted
No Conversion
Ad served
Visits landing page
No email given = no coupon
Retargeted

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WHAT JUST HAPPENED?

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GET YOUR HOUSE IN ORDER

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MOBILE FRIENDLY
31%of web traffic comes from
mobile devices. Up 39% from
2014
Source: We Are Social

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LEADPAGES.NET

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WOOBOX.COM

12. ADS.FACEBOOK.COM
AD TYPES
CUSTOM AUDIENCES
LOOK-A-LIKE AUDIENCES
FACEBOOK RETARGETING
BOOSTING POSTS
BEST PRACTICES

14. FACEBOOK.COM/ADS/MANAGEFACEBOOK AD TYPES

15. CUSTOM AUDIENCES

16. FACEBOOK.COM/ADS/MANAGE

17. FACEBOOK RETARGETING

18. facebook.com/ads/manager/pixel/custom_audience_pixel
FACEBOOK RETARGETING

19. FACEBOOK.COM/ADS/MANAGE

20. FACEBOOK AD BEST PRACTICES
AVOID CLIPART
HIGHLY TARGETED
RELEVANT
20% TEXT
QUALITY IMAGES
LOW FREQUENCY

21. ADS.TWITTER.COM
TAILORED AUDIENCES
TWITTER AD TYPES
TWITTER CARDS
AD TARGETING
BEST PRACTICES

23. TAILORED AUDIENCES

24. TAILORED AUDIENCES

28. TWITTER AD BEST PRACTICES
HIGH QUALITY IMAGE
STRONG CALL TO ACTION
TARGET FOLLOWERS OF
COMPETITORS
DRIVE TRAFFIC OFF TWITTER
INSTALL TRACKING PIXEL

29. ADS.YOUTUBE.COM

32. YOUTUBE AD BEST PRACTICES
PRE-ROLL VIDEO
KEEP IT SHORT
MAKE IT INTERESTING
RELEVANT
BRANDED

33. ADS.LINKEDIN.COM
PROFESSIONAL AUDIENCE
B2B TARGETING
JOB TITLE AND FUNCTION
INDUSTRY AND COMPANY SIZE
GROUPS
IDENTIFY PEOPLE TO TARGET ON FB

37. INSTAGRAM ADS
AD TYPES
BUSINESS MANAGER
CONNECT INSTAGRAM
LAUNCH A CAMPAIGN

38. FACEBOOK.COM/ADS/MANAGEFACEBOOK AD TYPES

39. FACEBOOK.COM/ADS/MANAGEFACEBOOK AD TYPESBUSINESS.FACEBOOK.COM

40. FACEBOOK.COM/ADS/MANAGEFACEBOOK AD TYPES

41. FACEBOOK.COM/ADS/MANAGEFACEBOOK AD TYPES

42. FACEBOOK.COM/ADS/MANAGEFACEBOOK AD TYPES

43. INSTAGRAM AD BEST PRACTICES
QUALITY IMAGES
NATIVE FEEL
STRONG CALL TO ACTION
HIGHLY TARGETED
RELEVANT

44. Digital Campaign Example
The Challenge
Create awareness, generate leads,
drive store traffic and
sales for the RoomPlace.
The Approach
Paid Search, Paid Social,
Display, Mobile, Pre-Roll Video
and Retargeting Ads.
Optimize the Landing Page.
The Result
• Email Records Uploaded to Facebook = 724,290
• Email Records Matched to Facebook = 334,800
• Match Rate = 46.2%
• Overall Impressions = 5,055,091
• CTR = 0.62%
• Conversions = 1,674
• Cost = $22,063.90
• CPC = $0.70
• Confirmed Email Addresses for Coupon = 1,015
• Average Ticket = $1,968 (40% higher than chain avg.)
• Total Revenue = $210,506

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MEASURE SUCCESS
TAG URLS
GOOGLE THIS:
Google URL Builder
me.com/?utm_source=facebook&utm_medium=newsfeed&utm_content=video

46. GOOGLE.COM/ANALYTICS

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MAKE USE OF IMAGES

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CALL TO ACTION

49. BILLY STRAWTER & KIM STRICKER
SOCIAL COOP MEDIA
@SOCIALCOOPMEDIA TWITTER
SocialCoopMedia.com
Creative Commons Attribution
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Google Analytics by Gustavo Paes https://flic.kr/p/7wU4p9