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Using Social Media Advertising to Boost your Bottom Line Allegra Demerjian

NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

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Page 1: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Using Social Media Advertising to Boost your Bottom Line

Allegra Demerjian

Page 2: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

About Me

•  Digital Director at The Abbi Agency

•  Experience with social, SEO, online advertising, web

•  Experience with all types of social ad sets

@allegradem @theabbiagency

Page 3: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Social Advertising FAQs

How much do social media ads cost? Aren’t they expensive? There is no “minimum” or set cost.

Isn’t advertising for new fans the same as buying fans? In a word, no.

Is my audience even on social media? 100%, absolutely, yes. Just depends where on social media…

I’m already active on social…isn’t that enough? Do I really need social ads? You decide…

Page 4: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

people aged 54-64 are more than

2x as likely to engage

with branded content than those 28 or

younger

Why Advertise?

80% of consumers are likely to buy more

often from a brand based on their social

media presence

68% of consumers are

researching brands on social media before

they make a purchase

social media ad spending is expected to exceed $35B by 2017

Page 5: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Why Advertise?

•  Mobile ads have 9.1x higher

click-through rates than normal web ads

•  Reported 1.57 billion daily active users this summer

•  40 million active small business pages but only 2 million pay for advertising

•  Ad recall from sponsored

posts is 2.9x higher than Nielsen’s norms

•  Reported 300 million daily active users this year

Page 6: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Why Advertise?

Three words: social media algorithms

Page 7: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

8 Steps to Your Social Ad Strategy

1.  Goal & Budget 2.  Audience 3.  Social Platform 4.  Ad Type 5.  Creative 6.  Launch 7.  Test & Optimize 8.  Wrap Up

Page 8: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

1: Select Your Goal & Budget

Page 9: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Advertising Goals

Drive awareness & engagement

Increase video views

Increase website

conversions

Increase traffic to website

Grow email subscribers

Encourage app downloads

Grow your fanbase

Promote an offer/deal

Increase sales and purchases

Page 10: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

What does it cost?

Pro Tip:

Set up a few test campaigns and play with budget – most social ad

platforms give an estimate of performance pre-launch

On most social platforms, $1 is minimum

advertising cost.

Results depend on amount of budget you put in.

Page 11: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

2: Choose your Audience

Page 12: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

How do you want to Target your Audience?

•  Demographic (age, gender, education, income, ethnicity, work, relationships, life events…)

•  Location (zip codes, cities, radius to your business)

•  Interests (hobbies, food & drink, activities…)

•  Behaviors (donating, shopping…) •  Search Terms •  Keywords •  Job Function

Page 13: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

3: Select your Social Platform

Page 14: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Facebook

Widest and most advanced Variety of ad types

Largest audience on social media

Most specific targeting options

Page 15: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Facebook

Page 16: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Instagram

All visual content (photos & videos)

Connected to Facebook targeting and audience

Ability to link users to websites

Page 17: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Twitter

Ideal for engagements and website visits

Target users by keywords and hashtags they use

Visuals and “cards” can boost your Twitter campaign

Page 18: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Pinterest LinkedIn

Ideal for online shopping Useful for owned content

Great to use for recruiting Powerful targeting capabilities

Page 19: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

YouTube Snapchat

Promote videos and encourage views Target by keywords and search terms

Sponsored filters are available to public Ideal to use if you have large ad budgets

Page 20: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

4: Pick your Ad Type

Page 21: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Ad Types

Promoted (or boosted) post

Email Subscribers

Shopping

Video ad

Carousel

Downloads

Fan building

Website Click-throughs

Conversion

Page 22: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

5: Develop your Creative

Page 23: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Best Practices for Social Ad

Creative •  Follow rules of each outlet •  Use a strong call to action

(CTA) •  Fit in with the newsfeed •  Use powerful visuals •  Keep your audience in mind

and make it relevant •  Have a seamless landing

page •  Be mobile-friendly •  Use video! And make it

social-friendly

Page 24: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Not all Creative is Created Equal

Page 25: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Not all Creative is Created Equal

Page 26: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Not all Creative is Created Equal

Page 27: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

6: Launch your Campaign

Page 28: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

7: Test & Optimize

Page 29: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

A/B Testing & Optimization

•  Try using

different copy, visuals, calls-to-action, ad formats, etc.

•  Let them run for

a week, then evaluate next steps

5% CTR, increase budget

3.3% CTR, decrease budget

Page 30: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

8: Wrap Up & Report

Page 31: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

How to Measure Success

Impressions, Engagement & Engagement Rate Click Through Rate (CTR)

Cost per Click (CPC) Conversion Rate

Page 32: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Reporting: Performance

Use reporting metrics that match with your goals

Page 33: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Reporting: Demographics

Use reporting metrics that match with your goals

Page 34: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Reporting: Placement

Use reporting metrics that match with your goals

Page 35: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Example Ad Campaign #1

How-to Video for Moms

Your company sells diapers

Created a series of videos on reusing diaper boxes Want to encourage awareness

1: Goal & Budget

2: Audience

3: Platform

4: Ad Type

5: Creative

6: Launch

7: Test

8: Report

Page 36: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Example Ad Campaign #2

Local Restaurant

You are opening a new Mexican restaurant in Reno

Want to promote grand opening and long-term awareness

1: Goal & Budget

2: Audience

3: Platform

4: Ad Type

5: Creative

6: Launch

7: Test

8: Report

Page 37: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Just Getting Started?

Tried some Facebook? Graduate on to

Instagram Ads

Start with

Facebook Advertising

Page 38: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Ready to get more Advanced?

Build out Custom Audiences within Facebook to reach previous customers, web visitors, leads or subscribers

Incorporate conversion codes to tailor your reporting

Expand to other channels, like Pinterest and LinkedIn

Page 39: NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016

Thank you

Questions?

@allegradem @theabbiagency