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Planning for Successful Paid Social Advertising Campaigns
- 1. Investing for Impact Planning for Successful Paid Social Campaigns
- 2. Dominant
- 4. 3x more ad revenue than Instagram 14x more ad revenue than Twitter
- 5. Half of the money spend on advertising is wasted. The trouble is I don’t know which half. - John Wanamaker
- 6. The clicks are barely happening
- 7. Topics we’ll explore • Planning a paid advertising campaign • Setting a campaign goal (and key metric) • Choosing the target audience • Creating compelling communication • Summary of things to remember
- 8. Planning a paid social advertising campaign
- 9. People-based targeting for any marketing goal
- 10. Essential campaign planning decisions 1. What goal is a paid campaign strategy supporting? 2. Who is the target audience? 3. What action do you want them to take? 4. How will you measure it? 5. What will the communication say and look like?
- 11. Overview of an advertising campaign plan
- 13. Campaign Type: Brand or Performance
- 14. Choosing a brand campaign • Target audience is earlier in decision process • “TOFU”–top of funnel • Something new–audience, product, service, message • Something interesting– content • Key is audience targeting
- 15. Marketing goal: Awareness • Audience targeting • Breakthrough creative (i.e. video) Key to Success • Estimated ad recall • Reach • Cost-per-1000 (CPM) Metric • Maybe? Call to Action
- 16. Marketing goal: Engagement • Interesting content Key to Success • Likes, Comments, Shares • Cost-per-click (CPC) • Video views Metric • Learn More • Watch More • Watch Video • Open Link Call to Action
- 17. Choosing a performance campaign • Target audience asked to take an action, make a decision • “BOFU”–bottom of funnel • Something they already know about • Key is a strong call-to-action
- 18. Marketing goal: Acquisition • Audience targeting • Interesting or ongoing value Key to Success • # New followers • Cost-per-acquisition (CPA) • Cost-per-click (CPC) Metric • Like Page • Sign Up Call to Action
- 19. Marketing goal: Conversion • People know you– right offer, right time • Install FB Pixel tracking code on website Key to Success • # or $ of sales, bookings, donations • # app downloads Metric • Apply Now • Book Now • Shop Now • Install Now Call to Action
- 20. How it looks in Facebook Ads Manager
- 22. Core Audience uses Facebook data
- 23. Custom Audience uses your audience data
- 24. Lookalike Audience builds off a Custom Audience X
- 25. Save audiences to segment further over time
- 28. “But I just want to read the article”
- 29. Make it mobile Make it interactive Facebook Canvas
- 30. Building an ad is a process itself
- 31. Summary of things to remember
- 32. 10 Steps to execute a campaign on Facebook and Instagram Set a campaign goal • Decide on an objective • Pick a call-to- action Choose a target audience • Create audience profile Create the communication • Decide on creative format • Select placements Do the tactical execution • Define budget • Set duration- schedule • Upload creative, headline and body copy, set- up links • Select FB or IG page for the campaign • Review each step and place the order
- 33. • These advertising principles and processes apply beyond Facebook, beyond paid social • 3 main decisions: 1. Brand campaign or performance campaign 2. Marketing campaign goal 3. Core audience, custom audience or lookalike audience • Brand awareness is an extrapolation (“educated guess”) • Nobody is eagerly waiting to get interrupted by advertising • Make communication mobile-friendly…and interactive Key points for paid advertising
- 34. Knows which half of his paid advertising is working