HOW TO USE PAID PROGRAMMATIC ADVERTISING TO BOOST YOUR SOCIAL MEDIA STRATEGY

Transcription

1 HOW TO USE PAID PROGRAMMATIC ADVERTISING TO BOOST YOUR SOCIAL MEDIA STRATEGY 2016 Coegi Graphic Standards & Guidelines Logo Usage The Coegi mark should be used as shown. Ample room should be given surrounding the logo. When the primary mark cannot be used, a suitable substitution may be chosen from the alternate treatments. When using an alternate mark, it is permissible to use the solid treatments, but precedence should be given to tinted versions. Color Palate When selecting color for layout and design, the primary color palette should be represented first in order to maintain the integrity of the Coegi brand. The secondary color palette can be used for less prominent design elements, and for special pieces. All swatch numbers reference the RGB color library. Typography The full family of Calibri may be utilized when designing. All type set for Coegi should be done in these typesfaces exclusively. Calibri (Body) should be used for all body copy and set with ample leading, while Calibri Light (Headings) should be reserved for headline copy only. 1 Reverse Black Primary Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Calibri Light (Headings) Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Calibri (Body) Successful Programmatic Media Buying

2 Contents 3...The Social Media Struggle 4...Programmatic: The Solution to Your Social Struggles 5...Facebook 6...Twitter 7...LinkedIn 8...Pinterest 9...We Can Help! 2

3 The Social Media Struggle Social media has become such an ubiquitous term that we sometimes forget that it refers to a wide range of platforms. Sure, some principles apply across all of them: Provide value, be a part of the conversation, and don t just promote your products. But each platform offers unique advantages, and mastering them requires a dynamic strategy. In other words: When it comes to social media marketing, one-size-fits-all doesn t fit anyone. Consumers use social platforms in different ways. They might see Facebook as a place to catch up with longdistance friends, Twitter as a forum for political dialogue, and LinkedIn as a resource for connecting with potential employers. It s foolish to assume that one uniform message will resonate across all channels. Taking a onesize-fits-all approach will result in ineffective targeting, lower click-through rates, and decreased engagement. Before you can build an effective, cost-efficient social strategy, you must understand your target audiences. Which platforms do they use, and why do they use them? Knowing the motives behind their behaviors will help you shape relevant messages for each social media service. All of the platforms will offer several layers of campaign objectives, targeting capabilities, and analytics features, but you can t wield those tools effectively until you have a clear picture of who you re targeting. Once you ve identified which platforms you ll use, you must cultivate a strategy that leverages each one s unique strengths. But with social platforms constantly changing, staying ahead of the competition can be a tall task. The social media struggle is real, but fortunately, programmatic advertising makes it easier. 3

4 Programmatic: The Solution to Your Social Struggles Programmatic media buying allows you to continuously optimize and maintain scale while reaching very specific audiences. It uses algorithms to calculate and set bids to win the most efficient impressions or clicks. And in addition to making more cost-efficient buys, brands that embrace programmatic gain a wider reach with much more available inventory. Each social platform is becoming more sophisticated, particularly when it comes to producing audience insights. Because programmatic buying tends to generate higher results than traditional methods, you get a deeper look at your audience members social behaviors. Then, the resulting people-based metrics could be used to discover new audiences for your brand and help you craft more effective campaigns in the future. Further, thanks to the sign-up nature of social media platforms and their multiple sign-on features (for example, people utilizing their Facebook log-in to set up an Instagram account), programmatic helps brands thoroughly map users journeys across multiple platforms and devices. The benefits are clear, so let's dive into what programmatic looks like on four leading social platforms, along with some tips and tricks for using each. 4

5 Facebook Facebook offers the most variances in objectives, so it s important to choose yours wisely. Potential objectives include video views, reach, store visits, and conversions. Think carefully about your audience members and which of these will serve as the best indicators of their interests. You want Facebook s algorithm to identify users who are most likely to give a positive ROI. Whichever objective you choose, let the algorithm autobid for a period of time say, a month or so and then evaluate the results of metrics such as cost per click, cost per thousand, cost per like, and cost per response. Once you ve gathered one month s worth of data, adjust your bid base according to whichever actions yielded the highest performance. 75% of which spend 20+ minutes on the platform every day. Facebook users are: 47% 72% of online users who make are on Facebook. 1.9 million unique monthly users. MALE 53% FEMALE more than $75,000 5

6 Twitter Twitter allows for keyword and category targeting, so you can tailor your bids to users interests. Generational targeting is also available, which further refines your scope. If your core audience is Millennials, for example, you could shape your entire programmatic approach around that demographic. Due to the fast-paced nature of Twitter conversations, brief, easy-to-understand messages accompanied by photos work best. Twitter has more limited options for campaign objectives than Facebook, and you can adjust bids for the whole campaign depending on which you select. You can also add hashtag targeting and keywords to increase your audience pool. It s a good idea to test two or three different audiences against one another to see which targeting combination generates the best results. More than 500 million tweets are posted every day. 317 million unique monthly users. 66% of users say they have discovered a new small or medium-sized business on Twitter. 69% of users say they have bought a product or service because of something they saw on the platform. 6

7 LinkedIn LinkedIn works best for B2B campaigns that strive to educate. The platform provides access to a niche professional audience, so make sure your target users are active here before making an investment. Compile a list of 50 to 100 core customers who are on LinkedIn, and find out which groups they follow. Group targeting can be very helpful in a LinkedIn campaign, as you can reach your target audience while also opening up to a pool of people who might be interested in what you have to offer. 106 million active monthly users. LinkedIn users are: 56% MALE 46% of social traffic to B2B sites originates from LinkedIn. 44% FEMALE 7

8 Pinterest Similar to LinkedIn, Pinterest also offers a niche audience. It s a great place to reach moms, crafters, and fashion shoppers, so if these consumers fall into your target market, you need to be on this platform. It emphasizes the use of beautiful visuals to sell ideas and inspire people, so your ads must do the same. High-quality vertical images work best on Pinterest, and your text should be encouraging and uplifting. Think short descriptions, lists, and how-tos. Pinterest provides an ideal platform for informative and inspirational content, which makes it a great fit for upperfunnel strategies and soft conversions (like sign-ups). To make sure you reach the appropriate users, include as many relevant keywords and interests as possible. As with Facebook, set a timeline for collecting data, and evaluate which keywords and interests work best for driving you toward your end goal. Then, optimize your future efforts accordingly. 150 million people use Pinterest every month. 45% of online women use Pinterest. 93% of users plan for purchases using the platform. 8

9 We Can Help! If the thought of programmatic both thrills and overwhelms you, fear not. Coegi has experience running programmatic campaigns across the entire social media sphere. We can help you choose the right platforms for your brand and craft campaigns that drive real results. Our internal benchmark is set higher than the overall Facebook benchmark when it comes to CTR, and our specialists are trained to achieve rates equal to if not higher than our internal standards. Our combination of cross-platform experience and highly trained specialists provides you with a wealth of expertise and practical know-how at your fingertips. Contact us today to find out how we can help your brand conquer the social seas through programmatic media buying! info@coegiweb.com FACEBOOK: Coegi Each of our team members specializes in a specific platform or platform area, and we collaborate on any strategy that combines several approaches. We share our results internally on a weekly basis, which helps us learn quickly, make fewer mistakes, and produce top-notch results for our clients and partners. 9

10 About Coegi 2016 Coegi Graphic Standards & Guidelines Pairing the necessary technology and platforms with a team that possesses the skill sets to manage programmatic platforms can be a daunting challenge. Coegi provides a readily accessible tech stack and programmatic team, acting as a natural extension of an agency s marketing staff. Our clients can easily implement more effective programmatic strategies without adding staff members or struggling to adopt new and expensive technology. Don t settle for ineffective campaigns that rest on shaky foundations. Place your trust in a company that stands on the pillars of transparency, brand safety, collaboration, and data management. Contact Coegi today to learn more about how programmatic media buying can expand your CRM database, reduce advertising costs, and boost your marketing ROI. info@coegiweb.com 10 Successful Programmatic Media Buying