Social media advertising spend is expected to top $47.9 billion in 2021. In a pay-to-play game, social media advertising is a must for brands. Why is it so important? Speed to market, campaign sustainability, and good old fashioned message frequency. Ultimately, paid social media helps with targeting audiences and driving sales just as organic social media does. But, paid social advertising helps your content get views without relying on organic platform algorithms and their ongoing changes. Social is now all about how you target your audience, build customer journeys and get people to your site to make a purchase. Paid social media strategies help with exactly that. But the real challenge is understanding the specifics of social media advertising, how to get started, what to spend and how each network operates. That’s a lot even for experienced marketers to manage and can be a hurdle for those just learning how to best use paid social media. This session aims to show & tell features and experiments worth trying across Facebook, Instagram, Twitter, LinkedIn, Twitter, LinkedIn, Google and TikTok as your one-stop shop to better performing paid ads. You'll learn: How to think outside the box for ad placement 5 unique opportunities to spend on social How to build community with paid social Watch On-Demand: https://www.falcon.io/cmp/roi-resources/

2. You're Gonna Need
Paid for That: An
Overview
Welcome to:
With:
• Sai Sumar, Brand Strategy and Digital Marketing Consultant
• Max Alley, Premium Customer Success Manager at Falcon.io

3. Our Agenda
Covering today:
• The usual suspects
• New strategies to explore
@Falcon.io
@SAIsumar
#MeasuringWhatMatters
#growwithsocial

4. THE USUAL SUSPECTS

5. - 1. Twitter Trend Takeover
- 2. LinkedIn Event Ads
- 3. Facebook & Instagram Shop
- 4. WAZE Ads
- 5. TikTok Ads
New strategies
to explore
Do try this at home:
@Falcon.io
@SAIsumar
#MeasuringWhatMatters
#growwithsocial

6. - Create a trending #hashtag out of thin air
- High-impact 24-hour takeover of the top Trends list
on Twitter and the Explore tab on mobile
- You’ll need:
- 15-second video
- 1 Brand Tweet to show on the top
- $200,000
- Usually leads to 50K tweets
Twitter Trend Takeover

7. - When added to campaigns a Trend Takeover+
generates
- 3x more e
ff
ective message association
- 3x increase in Trend Engagement
- 9x more e
ff
ective favorability metrics
- Highly e
ff
ecting in changing brand sentiment as well
as creating buzz and driving tra
ffi
c to virtual events
@Falcon.io
@SAIsumar
#MeasuringWhatMatters
#growwithsocial
Twitter Trend Takeover+

8. - Drive tra
ffi
c and registrations for your virtual event through
LinkedIn invites
- You might be here from a LinkedIn event ad 👀
- You’ll need
- A LinkedIn page or Showcase page with a LinkedIn ad
account
- Landing page for your virtual (or in person) event
- ~$66 / 1000 impressions
LinkedIn Event Ads

9. - Get in front of the right professionals, show them engaging
content, build community
- Clear visibility into how many LinkedIn members:
- Clicked on or saw an ad
- Registered for the event
- Shared the event or invited connections
- Cost per registration decreased by 40% when businesses used
Event Ads vs single-image LinkedIn Feed Ads
@Falcon.io @SAIsumar
#MeasuringWhatMatters #growwithsocial
LinkedIn Event Ads

10. - A seamless path to purchasing!
- Discover, share, save, and buy directly
through IG and FB
- Build ads that drive tra
ffi
c directly to your
shop, item listing, or check out
- When you pay and get paid ;)
- Link your Facebook Shop and Instagram
Shop
- You’ll need:
- FB Business Page or IG Business
Pro
fi
le
- Physical items to sell
FB & IG Shop

11. ***The selling fee is 5% per shipment, or a flat
fee of $0.40 for shipments of $8.00 or less.
Create ads via Commerce Manager that can
lead right to check out!

12. When you add product tags to reels, guides, live broadcasts, and
stories you can see conversion metrics specifically by format!

13. - 100M+ global monthly active users
- 29M+ monthly active users in the US
- Brand and location awareness
- Boost foot tra
ffi
c
- You’ll need:
- Company logo
- LTO/promotion creative
- Minimum $50-$165/day
Waze Ads
3 ad formats

14. Branded pin - $2/CPM
Promoted search
- Value add!
Zero-speed takeover
- starting at $20/CPM
Brand
page!
Drive in-store
navigation…literally.

15. Report

16. - “Don’t make ads, make TikToks”
- 6 di
ff
erent ad formats, but today’s
focus will be:
- In-feed Ads
- Branded Hashtag Challenge
- You’ll need:
- TikTok business account
- In-feed Ads
- 9-15 second video
- $10/CPM, $50/day,
minimum $500
- Branded Hashtag Challenge
- A unique hashtag
campaign
- $150,000
TikTok Ads

17. - In-feed Ads
- “For You” feed
- Increase brand awareness and TikTok
followers
- Support call-to-action links
- Drive website traffic, app
downloads, subscriptions, sales
- Branded Hashtag Challenge
- Boost user generated content
- Average engagement rate of 8.5%
@Falcon.io
@SAIsumar
#MeasuringWhatMatters
#growwithsocial

18. Branded
Hashtag
Challenge
In-feed
Ads

19. @Falcon.io @SAIsumar
#MeasuringWhatMatters #growwithsocial

20. @falconIO
falcon.io events@falcon.io