Social media has grown and evolved tremendously over the past few years. Facebook is reporting over 900 million users, Twitter has said there are 250 million tweets per day, which breaks down to roughly 2,900 per second. With that growth, social advertising on social media sites has gained wide spread popularity and usage, allowing advertisers to tap into the social and interest graphs of consumers when delivering ads. Facebook as an example enables advertisers to reach more than 900 million people with ads that are relevant, engaging and have social context. So, as a business, how are you taking advantage of social advertising tactics to help extend your brand, build engagement and generate ROI? Attend Formic Media’s Free Seminar Series to learn how social advertising on Facebook, Twitter and other social media platforms can help elevate your small business online.

1. Lunch & Learn:
Social
Advertising for
Small Businesses
Presenter: Wendy Hwang and Anna Hutson
Date: September 12th, 2012
Location: Formic Media, Inc.

2. Formic Team Social Advertising for Small Businesses
• Launched in 2008 to service small business &
partners
• Specializes in search, social and website
development
• 100% of Account Team Google AdWords &
Google Analytics Certified
• 7 employees & 45+ clients
• Strategic partnerships (SEMA, AlphaGraphics,
etc.)
• Focus on education via monthly Seminar Series

3. Lunch & Learn Social Advertising for Small Businesses
Social Advertising Overview

4. Social Ads Overview Social Advertising for Small Businesses
What is Social Advertising?
Ads that employ the social stream to harness
amplification. Helps defeat “banner
blindness”

5. Social Ads Overview Social Advertising for Small Businesses
Many Platforms to Choose From

6. Social Ads Overview Social Advertising for Small Businesses

7. Social Ads Overview Social Advertising for Small Businesses
Why use Social Advertisements? Know Your Goals!
• Increase Exposure
• Increase Sales or
• Lead Generation
• Webinars, Newsletters, Website, etc.
• Reduce Advertising Costs
• Less expensive w/ better results than
traditional advertising
• Build a Loyal Fan Base
• Interact, engage, and nurture fans (continuity)

8. Social Ads Overview Social Advertising for Small Businesses
What are you trying to promote?
What’s the goal of the ad?

9. Lunch & Learn Social Advertising for Small Businesses
Facebook Ads

10. Facebook Ads Social Advertising for Small Businesses
Why Use Facebook Ads?
• Gives you most control with messaging.
• Many options for advertising.
o External URL
o Facebook Event
o Business Fan Page
• Micro-Targeting!!
o Allows advertisers to reach anyone the
advertiser chooses.

11. Facebook Ads Social Advertising for Small Businesses
Use the search bar to find a Facebook Page or enter
a URL to enter the ad destination.

12. Facebook Ads Social Advertising for Small Businesses
Facebook Suggested Ad

13. Facebook Ads Social Advertising for Small Businesses
Or enter a URL and add your own text

14. Facebook Ads Social Advertising for Small Businesses
Anatomy of a Facebook Ad

15. Facebook Ads Social Advertising for Small Businesses
Copy
• Keep it simple - less is more.
• Allowed >135 characters in the body, but stick to <95
• Include a call to action.
• Check Facebook rules for language pertaining to:
• Race • Financial Status/Info
• Religion • Membership in Unions
• Age • Criminal Record
• Sexual Orientation • Disability/Medical Condition

16. Facebook Ads Social Advertising for Small Businesses
URL
• Must function properly in all browsers
• No pop-ups or auto-downloads
• Don’t shrink URL
• Transparency creates trust

17. Facebook Ads Social Advertising for Small Businesses
Image:
• Use eye catching images (no animation or flash)
• Relate to the text & call to action.
• Be visible when shrunk to thumbnail size.
• Images display at 100 x 72 pixels.

18. Standard Page Ads Social Advertising for Small Businesses
To a Custom App

19. Standard External URL Social Advertising for Small Businesses
To a External Webpage

20. Sponsored Story Social Advertising for Small Businesses
Utilizing Social
Connections
• Allows advertisers
reach people that are
friends of fans who’ve
already “Liked” the
page.
• Are auto generated &
not editable but
generally provide
higher click through
rates.

21. Sponsored Page Post Social Advertising for Small Businesses
Choose between Sponsored Page Post & Sponsored Page Like

22. Specific Post Ads Social Advertising for Small Businesses
Increases the visibility amongst users who
aren’t already fans or didn’t see the story

23. Choose Your Audience Social Advertising for Small Businesses
Utilize Facebook Insights

24. Choose Your Audience Social Advertising for Small Businesses
Ad Targeting
• Location
• Age
• Gender
• Likes & Interests
• Education
• Relationship
Status
• Language
• Workplace

25. Objective Social Advertising for Small Businesses
Impression
Priced based on number of views, or times the ad showed on user’s
pages.
OR

26. Facebook Ads Social Advertising for Small Businesses
Cost per Click (CPC)?
charged based on number of ad clicks.

27. Facebook Ads Social Advertising for Small Businesses
Submit, Monitor, and Tune
• Avoid Ad Fatigue
• A/B Test
• Run similar ads with minor
changes. Experiment with text
copy, image, & headline to find
the most successful performing
ads.
• Pause ads what aren’t
performing well
• Experiment with times of day to
publish ads based on performance.

28. Facebook Ads Social Advertising for Small Businesses

29. Facebook Ads Social Advertising for Small Businesses
Various Reports & Export Options
• Advertising
Performance
• Responder
Demographics
• Actions by
Impression Time
• Inline Interaction
• News Feed

30. Social Ads Overview Social Advertising for Small Businesses
Formic Case Study – ThinkThin
By clearly defining goals, proper launching, targeting and
testing Facebook ads Formic was able to achieve the
following stats in just 1 month.
• 44% increase in “Likes”
• 40% increase in Post Interactions
• 17% increase in Post Feedback
• 749 contest submissions

31. Lunch & Learn Social Advertising for Small Businesses
Twitter Ads

32. Twitter Ads Social Advertising for Small Businesses
Location

33. Twitter Ads Social Advertising for Small Businesses
Budgeting

34. Twitter Ads Social Advertising for Small Businesses
Promote Your Tweet

35. Twitter Targeting Social Advertising for Small Businesses
By Interest using @username

36. Twitter Targeting Social Advertising for Small Businesses
By Interest

37. Twitter Targeting Social Advertising for Small Businesses
Reporting

38. Twitter Targeting Social Advertising for Small Businesses

39. Lunch & Learn Social Advertising for Small Businesses
LinkedIn Ads

40. Social Ads Overview Social Advertising for Small Businesses
Who is on LinkedIn?

41. Social Ads Overview Social Advertising for Small Businesses

42. Social Ads Overview Social Advertising for Small Businesses

43. Social Ads Overview Social Advertising for Small Businesses

44. Social Ads Overview Social Advertising for Small Businesses
What is LinkedIn Ads?
• LinkedIn Ads is a self-service advertising
solution that allows you to create and place ads
on prominent pages on the LinkedIn.com website.
• Specify which LinkedIn members view your ads
by selecting a target audience: by job title, job
function, industry, geography, age, gender,
company name, company size, or LinkedIn
Group.

45. Social Ads Overview Social Advertising for Small Businesses
It is important to define your advertising goals before
launching your campaign.
• A. If your goal is to generate clicks to your website at
a certain cost per click (CPC), use the My Ad Campaigns
tab and Reporting tab.
• B. If your ultimate goal is to generate leads,
inquiries, or sales that result from the clicks that you
receive, you need to track users’ actions on your
website and attribute those actions to your ads on
LinkedIn.

46. Social Ads Overview Social Advertising for Small Businesses
How to measure ad performance & ROI?
• Your click-through rate (CTR) is a good indicator of
how your ad is performing. In general, good ads have
a CTR greater than 0.025%.
• Important: Monitor your ad's click-through rate
(CTR) on a regular basis. If the CTR of your ad drops,
refresh the ads with new images or ad text. A good
practice is to refresh your ads at least once per
month.

47. Social Ads Overview Social Advertising for Small Businesses
What will ads look like?
• Headline (up to 25 characters of text)
• Description (up to 75 characters of text)
• From: (your name or any company)
• Image: (50x50 pixel image)
• URL (website people visit once they click on your ad)

48. Social Ads Overview Social Advertising for Small Businesses
Where will ads be shown?
• Profile Page (when users view the profile of other
LinkedIn members)
• Home Page (the page that users see when they log in
to LinkedIn)
• Inbox (the page where users see messages and
invitations to connect)
• Search Results Page (the page that results when you
search for a member by name)
• Groups (on pages in LinkedIn Groups)

49. Social Ads Overview Social Advertising for Small Businesses
An Example: On a
user's Home Page,
(1) your ad text may
appear in a single
line across the top of
the page or (2) both
your image and ad
text may appear
with up to 2 other
ads in the
rectangular ad unit
in the right column
of the page.

50. Social Ads Overview Social Advertising for Small Businesses
Who will see the ads?
Target By: Examples:
Job Title “Patent Attorney” or “Sr.
Laboratory Technician” or
"Registered Nurse"
Job Function “Sales” or “Engineering” or
"Marketing" functions
Industry “Banking” or “Biotechnology”
industries
Geography “United States” or “Netherlands”
or “Toronto”
Company Size "1-10" or “500-1000" people
Company Name "GE" or "Hewlett-Packard" or
"FedEx"
Seniority “Vice President” or “Owners”
Age “18-24” or “35-54”
Gender "Female" or "Male"
LinkedIn Group "Business Intelligence Group" or
"Corporate Real Estate"

51. Social Ads Overview Social Advertising for Small Businesses
How much do ads cost?
• You can set your budget as low as $10 or as high as
$1,000 or more.
• Pay per click (CPC) or per 1,000 impressions
(CPM)
• There are two options for how to pay for your ads: Pay
per Click (CPC) and Pay per 1,000 Impressions (CPM).
Each click will cost between $2.00 (the minimum cost
per click) and your bid.

52. Social Ads Overview Social Advertising for Small Businesses
How to create effective ads
• Choose words that grab the attention of your target
audience.
• Give people a reason to take notice and click to learn
more by highlighting special offers, unique benefits,
whitepapers, free trials or demos.
• Include strong call-to-action phrases like Try, Download,
Sign up, or Request a Quote.
• Include an image with your ad that's relevant to what you
offer. The LinkedIn background color is white, so images
with bright colors are more likely to capture the attention
of your audience.

53. Social Ads Overview Social Advertising for Small Businesses
Tip: Monitor your Click Through Rate (CTR) - It's
common for the CTR of your ad to decline if you continue
to display the same ad week after week. A good practice
is to refresh your ads at least once per month with new
ad text or images.

54. Social Ads Overview Social Advertising for Small Businesses

55. Social Ads Overview Social Advertising for Small Businesses
Tip: Create multiple ads for each campaign - Within
your campaign, create at least 3 ad variations -- varying
the ad text, call-to-action phrases, and images. You can
create up to 15 different ads within a campaign

56. Social Ads Overview Social Advertising for Small Businesses
3 ads variations that a university might create to promote
its graduate business program

57. Social Ads Overview Social Advertising for Small Businesses
Make sure to create ads that resonate with that particular
audience.
• Geography: Choose one or more geographies for your
campaign, especially if your products or services only
appeal to users in certain countries or cities.
• Industry: Examples of industries: Banking, Real Estate,
Internet, and Automotive.
• Job Function: Target by job function if you want to limit
your ads to people who are in one of 20 broad job
functions.
(Cont.)

58. Social Ads Overview Social Advertising for Small Businesses
Make sure to create ads that resonate with that particular
audience.
• Job Title: Target by job title if your offerings are relevant
to people with a specific job title.
• LinkedIn Groups: People express their interests, skills,
and expertise by joining LinkedIn Groups. Add members
of groups to your target audience.
Tip: Search for groups using the LinkedIn Groups Directory.

59. Social Ads Overview Social Advertising for Small Businesses
Additional/Customized LinkedIn Advertising Solutions

60. Social Ads Overview Social Advertising for Small Businesses
Additional/Customized LinkedIn Advertising Solutions

61. Social Ads Overview Social Advertising for Small Businesses
Additional/Customized LinkedIn Advertising Solutions

62. Social Ads Overview Social Advertising for Small Businesses
Additional/Customized LinkedIn Advertising Solutions

63. Social Ads Overview Social Advertising for Small Businesses
Additional/Customized LinkedIn Advertising Solutions

64. Social Ads Overview Social Advertising for Small Businesses
Formic Case Study – Revelar
By implementing properly targeted campaigns, refining
messaging and frequently altering ads to avoid image
burnout, Formic delivered the following results in the
first five months the campaigns were active:
• Total cost of campaigns: $654.91
• 327 clicks
• 19 conversions
• Cost per lead: $34.47

65. Social Ads Overview Social Advertising for Small Businesses
Formic Case Study – Swimfish, Inc.
By implementing an extensive advertising campaign on
LinkedIn in order to combat the inflated cost-per-click on
AdWords, Formic delivered the following results:
• Decreased the average CPC by 56.80%
• Increased visitors to the site by 81.33% with a lower
total ad spend.
• In addition, the LinkedIn Advertising conversion rate
was 1.22% higher compared to AdWords.

66. Social Ads Overview Social Advertising for Small Businesses
Resource Links
• Facebook Ad Guidelines
• Facebook Copy, Image, Targeting & Destination
requirements
• LinkedIn Ad Guidelines
• Twitter Ad Rules & Best Practices

67. What We Do Local SEM Company for Small Business
Services
SEARCH ENGINE OPTIMIZATION PAY PER CLICK
Formic Media's search engine optimization (SEO) Formic Media's pay-per-click (PPC) advertising
services help small and local businesses to services provide small and local businesses
generate visibility within "organic" or “natural" guaranteed visibility within targeted search
search engine listings. results, via paid "sponsored listings".
SOCIAL MEDIA MARKETING WEB DESIGN
Formic Media's social media marketing (SMM) Formic Media's SEO-friendly website design and
services enable small and local businesses to development services provide small businesses
leverage free/ low-cost networks to gain with an affordable, functional and highly visible
increased brand awareness. Web presence.
FREE SEMINARS PARTNERSHIPS
Attend Formic Media's free monthly search We have created the appropriate processes, tools
engine marketing seminars. Learn the latest and and methodologies needed to be efficient and cost
greatest in the search engine marketing industry. effective for your team and your clients.

68. Lunch & Learn The Evolution of Local SEO & Google+ Local
Thank you!
Contact John McPhee for more information
johnm@formicmedia.com
503.517.9059 x122