How to Increase Clicks Using Social Media Advertising Ashley Ward CEO & Social Media Director Madhouse Marketing
Ashley Who? Background: Social Media Social Media Advertising CEO IPA Enthusiast www.madhouse.marketing
What is Social PPC? Social Media Ad Clicks From + = Ad Social PPC Campaign Social PPC is an ad on a social media network (Facebook, Instagram, LinkedIn, Pinterest, Twitter, YouTube, Snapchat, etc.) that bids based on CPC or CPM. Clicks are counted individually with a price (CPC) assigned to each click. These types of ads drive users from a social media site to click outside of the social media site and land on a website, landing page, app install, etc.
Why Do We Need a Session About Paid Social? It s Kind of a Big Deal Social media is used for a lot more than just baby photos Businesses can utilize paid social media to generate traffic & conversions on platforms their demographic is on Social PPC is different from regular PPC
The Difference Between Social PPC & Regular PPC Social is For Fun Users don t go to social media networks like Pinterest to be sold. They go for fun and entertainment, and then are sometimes sold. Low CPC Social ads are generally cheaper than PPC ads, and can be as cheap as a penny a click on Facebook. PPC Has Intent People go to search engines to look for something. People will click on a PPC ad on search engines because of intent. They re looking for a solution. Higher CPC Advertisers can go through ad spend very quickly on Adwords due to higher CPC and competition.
Pro s & Con s of Social PPC Pro s Con s Very low cost per click on social Advanced targeting capabilities and data Intent isn t there. Intent is on search engines Remarketing opportunities across platforms Give exposure to posts that wouldn t have be seen (Boosting / Promoting Posts)
The Misconceptions of Social PPC Spread to Thin Most businesses think if you re going to be on social and do advertising, you have to do it on all of the networks. No Demographic My demographic isn t using social media! I d bet my bottom dollar your demographic is. That s the beauty of multiple social media networks - something for everyone. Just because you run PPC campaigns with Adwords PPC Only? doesn t mean you can t run ads on Facebook and LinkedIn, too. Reach your audience where they are.
Let s Get to the Point
Which Social Networks Are Worth Advertising On?
Twitter Advertising $545 Million Revenue 60% Increase Source: Hootsuite One of the first networks to use social advertising Advertising revenue totaled $545 million in Q3 of 2016, an increase of 60% year-over-year Twitter is not dead, more people are using Twitter ads than ever before ^ clearly In 2016, total Promoted Tweet engagements were up 91% year-over-year Reach the mobile demographic - Twitter ads have a huge focus on mobile targeting Mobile advertising revenue accounted for 86% of total Twitter advertising revenue
Tips For Twitter Ads #GettothePoint Urgency: Emphasize a timeline, that supply is limited - sign up now", "for a limited time", act now low stock, etc. FREE: If something is free, and it isn t going to devalue your brand, say it s free! Direct: You re limited on characters. Don t be afraid to be a little demanding. Make it very clear what you want a user to do and how they can act on the ad. Hashtags: Hashtags are great, especially on Twitter, but don t fill a Twitter Ad with hashtags - it s not the right place and will distract users with too much ad copy.
Instagram Advertising 75% Take Action 80% Global 90 percent of users are under the age of 35 - the next generation of buyers Large global targeting opportunity with 80% of Instagram users come from outside of the U.S. 75% of Instagram users take some sort of action from an Instagram ad - good for clicks Source: Hootsuite
Tips For Instagram Ads #GetCreative Targeting: You re using Facebook s advanced demographic info here, so utilize it and create targeted ads. Buttons: Users can t just click on a URL in the post caption and be directed to a landing page. Utilize buttons for your CTA. Creativity: Instagram is for creatives. It s image-based and is a place for creative minds to enjoy. Don t look like a stock photo in a sea of artistic photos. Try carousels, videos, etc. Faces: Images that contain faces get 38% more likes than other types of content.
Pinterest Advertising High CTR Low CPC A lot of online shoppers are Pinterest users with 93 percent of users having shopped online in the last month Average order on Pinterest is $50, which is higher than any other social media platform Great option for ecommerce businesses to link their products to promoted pins Source: Hootsuite
Tips For Pinterest Ads #PromotedPins Keywords: To see more volume in search, add a minimum of 20-30 keywords per ad group. Vertical: Design your images vertically, versus horizontally. Interests: Include related interests to reach Pinners who might be interested. For instance, if you are promoting kid-friendly snacks, try targeting people who are interested in parenting or kids.
Facebook Advertising High CTR Low CPC Desktop ads have 8.1x higher click-through rates and mobile ads on Facebook have 9.1x higher click-through rates than normal web ads Source: Hootsuite There are over 3 million companies that regularly advertise on Facebook CPC is LOW on Facebook - as low as $1 a day and a $.01 per like According to one study, the average click-through rate of a Facebook ad is 0.9 percent and the average cost-per-click is $0.64
Tips For Facebook Ads #Conversions Objectives: Test multiple types of ad objectives until you find the highest converting ad type at the lowest CPC. Traffic? Clicks? Journey: Design a journey - When users see your ad, what action do they need to make, where do they go next if they click on the ad? Think this entire process through - and test. Video: Don t just use images and carousels. Test video content. Location: Be very specific on the location, whether it s people living in, currently at, or were in specific locations.
Honorable Mentions +1 100% of the top 100 global 94% of B2B marketers use Sponsored Selfie Filters, which can brands have run YouTube ads in LinkedIn to distribute content cost as much as $750,000 per day, are the past year 50% of B2B buyers use expected to reach 16 million viewers The number of YouTube LinkedIn when making daily - Good brand building opportunity channels earning 6 figures per year is up 50% year-over-year Source: Hootsuite purchasing decisions Source: Hootsuite Source: Hootsuite
What Putting $ Towards Social Can Help You Accomplish Exposure Event Sign Ups Conversions Online & Offline Sales Website Traffic Lead Generation Advertising on social media can do a whole lot more than just increase clicks to a website. You can setup specific advertisements that direct users to make a purchase, sign up for events, fill out a lead form, and more!. and affordably!
Can This Be Done In-House? YES! Here s how
1. Define the Ad Goal What to Accomplish? What do you want to accomplish with a social media ad? Is it just clicks for traffic or do you also want to convert, increase awareness, sales, new leads, etc.? Define the goal / purpose of the ad before even beginning creative
2. Chose Which Networks Facebook B2B and B2C YouTube B2B and B2C (mainly) Instagram B2C Pinterest B2C Twitter B2B and B2C LinkedIn B2B
3. Define Test Budget Test Means Test Create a TEST budget that you re comfortable with testing ads for 3 to 6 months. Test budget means you don t fire the advertiser or run for the hills if it doesn t work out. It means a budget that you re 100% comfortable with losing in order to gather data about ad copy, creative, and targeting. Plus, room for A/B testing. There isn t one size fits all when it comes to a test budget. What is your target cost per action? The action could be clicks, How Much to Test new lead, purchase, etc. but how much are you willing to spend in order for that action to be made? Example of PPC Campaign From Social to a Landing Page for Leads: Target CPL = $15 # of Leads Desired: 100 Total test budget: CPL x # of Leads Desired x 2 (for a/b testing) = $3,000 test budget
4. Targeting PPC & Conversion Mindset Using social media to increase clicks and conversions means you need to target people who are more likely to click from social ads and convert themselves in a sales funnel - this is a unique group of people Embed your target audience, but also define categories that relate to your goal, such as: Amazon / Shopify / Online shopper Online mobile user Interest in relevant blogging websites
5. Create the Ad Creative Think of Audience Define who the audience is that you will be targeting Based on the audience, your creative will need to reflect their interests Think of what the audience would be attracted to most when choosing imagery, captions, headlines, and CTA s
5. Create the Ad Creative Quality Only There s no room on social media for poor quality posts - tell a story with the creative Only use your best creative for social media advertising and posting - the kind of creative that will actually connect with your audience
5. Create the Ad Creative Get to the Point We re all aware that nobody has time anymore Write copy that addresses that issue and get to the point without having to use too much text
5. Create the Ad Creative Think Like a Consumer What does it take for you to click on an ad? Use your own behavior patterns to teach yourself what people respond to Create an ad that speaks directly to a consumer and allows them to have an emotional connection: motivation, happiness, concern, curiosity, entertainment, sadness, etc.
6. Ad Creative Checklist Relevancy Eye Catching in Newsfeed Mobile Version Call to Action Online & Offline Sales Brand Recognition Messaging with Video / Imagery Once you think you re done with the ad creative, think again! Go through this checklist to see how relevant your ad is for an audience, does it work on mobile, is branding consistent, will it draw attention in a feed, is the call to action clear, and does the video / imagery relay a clear message?
7. Post-PPC Ad Process What action are you asking a user to make from a social media ad? If you re having them click through to go to a Action website or landing page, is it clear what they should do from start to finish? 1. Why should they click on the ad? 2. Where are they going to go if they click on the ad? 3. When they leave Facebook and land wherever the ad directs them to, does branding remain the same? 4. Is it clear what action they should make on the landing page or website? Audience You can create multiple different types of PPC ads that direct specific types of audiences to specific landing pages. For example, your older demographic should go to a landing page that has more text and explanation of what action they should make and why. The younger audience would react better to a video clip above the fold. Think about the audience from the start to finish of an ad.
9. Test User Journey Test w/boosted Posts Use traffic from promoting posts to test multiple types of landing pages to see which convert best - define the user journey Boosted posts can be as little as $1 a day so big budgets and small budgets, can work with boosted posts Create 2 to 3 different Boosted Posts on Facebook that each send to different landing pages, using the same creative. We re just testing the user journey w/ these ads
Do s & Don ts of Social Ads Do s Don ts
Do s of Social Ads Do Remarket to audiences and visitors - Promote offers to visitors who have interacted with you before - more likely to click & convert - Remarket to audiences based on behavior (interested in your business), interests (similar to ideal demographic), and the people who actually buy (your realistic customer). - Use paid social to be that friendly reminder
Do s of Social Ads Do Aim for a high relevancy score - Facebook chooses which ads are shown more over others within the same bidding and categories - Make it easy for Facebook to chose your ads by making them as relevant as possible to the designated audience - Relevancy scores of 5+ is best
Do s of Social Ads Do Use paid social to increase traffic - Clicks to website: More traffic to your website is good for SEO, right? You bet it is.
Don ts of Social Ads Don t Don t forget to create lookalike and custom audiences - Upload your existing database to remarket to - Create lookalike audiences based on your existing Fans and from custom audiences - Promote the same offers across all marketing, at the same time: email campaigns, PPC, paid social, content
Don ts of Social Ads Don t Don t forget about video content - You don t need to hire a full production crew to produce great video content. - Develop a storyline, a real story, and film it - Use video content in paid social for higher engagement - Repurpose video content across marketing
Don ts of Social Ads Don t Don t create mobile ads without mobile creative - Users react to ads differently on mobile than they do on desktop, which means their ad experience needs to mimic that.
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THANK YOU :)