Hey! This is a complete slide that will give you a full review on the abilities and advantages of each advertising platform. Including a 101 review on Facebook, Twitter, Youtube and Adwords platforms. Linkedin me if you have any questions! Enjoy :)

1. Social Advertising
1
Ishai Ankri
May 18th , 2014

2. What will we learn?
2
• What is social
• How can it help grow our business
• How to use major platforms
• Advertising in
• Advertising in
• Advertising in

3. What?? WHY? O.o
3

4. What
4
From Wikipedia:
• Social media marketing refers to the process of
gaining website traffic or attention through social
media sites.

5. What
5
From Wikipedia:
• Social media marketing programs usually center
on efforts to create content that attracts
attention and encourages readers to share it
with their social networks.

6. Why
6
Why Should You Use Social Media Marketing?
• Elevate your business as an industry expert
• Generate traffic
• Create conversations

7. Why
7
Why Engage in Social Media?
Social media enables you to:
• Share your expertise and knowledge
• Tap into the wisdom of your consumers
• Enables customers to help customers
• Engages with your audience

8. Why Not
8
• Hard to measure success
• Hard to generate sales
• Hard to create a viral campaign
Low ROI

9. How can it help us grow our business?
9

10. Help Social Help You!
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• Creates awareness Generate sales!
• Create a BUZZ  Generate sales!
• Engaging Audience  Generate sales!
Big ROI

11. How to use 101
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12. Basic General Terminology
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• Campaign
• Reach
• Targeting
• Demographic
• Geographic
• Interests and following (social big advantage)
• Ad group/ Targeting group
• Ad/ Creative
• Campaign Budget
• Media buying
• Real Time Bidding
• CPM
• CPC
• CPU

13. How to use 101
13

14. Advertising in Facebook
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Total likes: The number of unique people who like your Page
Friends of Fans: The number of unique people who are friends with
your fans, including your current fans.
People talking about This: The number of unique people who have
created a story about your Page in the last seven days. The number of
unique people who have created a story about your Page in the last
seven days.
Number of posts: The size of the bubbles represents the number of
posts your Page published each day.

15. Advertising in Facebook
15
Most important:
Specific (!) not generic
Learn how to use Facebook Custom Audience to target your
audience.

16. Advertising in Facebook
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17. How to create an ad?
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18. How to create an ad?
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19. Types of ads
1.PAGE ADS
They are the most common ad type and are designed to drive fans to Facebook Pages. The
ads are unique in that users can Like a page directly from the ad. When a user Likes the
page, it’s listed beneath the ad for their friends to see.
2.WEBSITE ADS
They are similar to any other web advertisement. Clicking the ad takes you to the
advertiser’s landing page or website. Website ads will look like Page ads without the Like
button.

20. These ads are a great way to promote a sale, product promotion, trade show, webinar, or any event
requiring a RSVP. Event ads are integrated with Facebook Events and include an “RSVP” call to
action. When the RSVP is clicked, the event details are displayed, including the number of
Facebook users and friends attending. Friends’ responses are visible beneath the ad after they
have RSVP’d, and when a user says "yes" to attending, it will generate a newsfeed story within the
user’s profile for all of their friends to see.
3.EVENT ADS
4.SPONSORED STORIES
Let marketers take social content and turn it into a marketing message. With sponsored
stories an advertiser pays to have user interactions with their brand (Likes, Check-ins)
show up on your friends’ pages while appearing in other paid promotions on the website.
Sponsored stories are unique in that your content will never go to someone who is not
your friend.

21. 5.VIDEO ADS
Allows advertisers to integrate video into an ad. The video and can be played inline, where people
can share comments and Like the video. When someone likes the video or enters a comment, a
newsfeed story will be generated for their friends to see. Video ads can only be purchased through
Facebook’s internal sales team and are reserved for qualified advertisers with monthly budgets over
$30,000 USD.
6.APPLICATION ADS
Allow Facebook application developers to drive more engagement for their app by directing
people to the app when they click on the ad.
7.COMMENT ADS
Are Facebook’s newest ad unit and the first to be designed by an agency. Designed by Leo
Burnett, the idea is that the ad looks like a conversation. With comments ads, the brand will
make a statement or pose a question, and a comment box is available so the user can enter a
response.

22. 8.POLLING ADS
Lets advertisers start conversations by conducting polls. People who respond can see how others
voted and how each of their friends voted in the poll. The poll generates a story on the
advertiser’s page, and can appear in newsfeed of the users who liked the brand. When a user
engages with the ad, the poll story can appear on the user’s wall and in their friends’ newsfeeds.
Polling ads are not available through Facebook’s self service tool. Polling ads can only be
purchased by qualified advertisers through Facebook’s internal sales team.
9.GIFT ADS
Are used to drive visitors to pages within and outside of Facebook. It allows users to send
a gift to a friend within Facebook, along with a custom message. Messages are public and
can appear on the user’s page, as well as in their friends’ newsfeeds. Gift Ads can only by
purchased by qualified advertisers through Facebook’s internal sales team.

23. 10.HYBRID ENGAGEMENT ADS
Combine different ad types, such as a video ad with a polling ad, or a video ad with an
event ad. Hybrid ads can only by purchased by qualified advertisers through Facebook’s
internal sales team.

24. 24

25. 25

26. 26

27. Your Done!
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28. 28
Reporting

29. 29
Reporting

30. 30
Reporting

31. How to use 101
31

32. Advertising in YouTube
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Views
The views column displays the number of times your ads in your campaigns were viewed by
the user. A view occurs when a user watches your video. For TrueView video ads, the views
on your video ad will also count toward your public YouTube viewcount.
View Rate
Views/ Impressions
Web Site Clicks
The website clicks column displays the number of times users click through from your ad to
your website. The clicks are free of charge.
Video Played To
A measure of what percentage of your video users watch. For example: Video Played To
25% means that users watched at least 25% of your video.

33. Advertising in YouTube
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Ad Position

34. YouTube Campaigns Structure
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Ad (video)
Targeting Group
Video Campaigns
GDN Account
Burger
King
Burger
King #1
Target
Group #1
Ad #1
Video #1
Ad #2
Video #2
Target
Group #2
Ad #3
Video #1
Ad #4
Video #2
Burger
King #2
Target
Group #1
Target
Group #2

35. YouTube Campaigns Structure
35
Creative = Video

36. YouTube Campaigns Structure
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37. YouTube Campaigns Structure
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Targets- a set of target targeting
• 10 target for each campaign

38. Setup
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Creating a Account under our Google GDN account (including name, money
allocation etc)
Getting in it and switching to All Video Campaigns

39. Setup
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Creating the first camping hitting the + Campaign button
We will have to supply:
• Campaign Name
• Budget
• Delivery method (mainly YouTube Videos)
• Location
• Ad (video)
• Schedule
• Frequency capping
• Device targeting

40. Setup
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Campaigns demographic will be set within the Targeting group
level exclusions

41. Setup
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• Campaign will be set with no Target groups
• Clicking on + Targeting group will create a new ad group, fields
required:
• Name
• Videos (enable targeting groups for)
• Bidding

42. Media buy
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Keywords will be added to a targeting group according to the
topic/story (usually same as every GDN keywords)

43. Optimization
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• Campaigns should have goals starting its first day
• Optimization will be performed in three main
objectives
• Price
• Budget and bid
• View Rate
• See how much of your ad was watched
• How many people clicked the ad
• Quality traffic

44. Monitoring
44

45. Monitoring
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• Monitoring and optimization goals should change
as campaign runs
• Get to campaigns main goal
• CPV goal
• View Rate goal
• best quality

46. Reporting
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• Always use reports to get best performance

47. How to use 101
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48. Advertising in Twitter
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Twitter is a key medium to advertise brands
especially to the mobile community

49. Advertising in Twitter
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50. Advertising in Twitter
50

51. Promoted account
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On your twitter page, a box containing users and
account to follow can be found.
A way to get engagement's and to traffic your
audience into your account, twitter established the
promoted account ad to insert your account into the
recommended accounts section.

52. Promoted tweets
52
Promoted tweets have your content inside
addressing your target audience and followers.
You can add links and picture to increase
engagements.

53. Promoted @handles
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Promoted your hashtag to all of the Twitter
community.

54. What do I need?
54
You will need to first have the following:
• A twitter company page
• A campaign
• Embedded tracking into URL to help monitor
your campaign

55. 55
Setup
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• Nav to https://ads.twitter.com/
• Within your company page, click on Create new campaign
• And Pick your ad type

56. 5656
Setup
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57. 5757
Setup
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58. 5858
Setup
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59. 5959
Setup
59

60. 60
Monitoring and Reporting
• Still at its dippers, but monitoring and
optimizing can be done to help your business
get best ROI

61. 61
Social Advertising
61

62. QA
Ishai Ankri
ishaiankri@gmail.com