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MELONIE GALLEGOS

Social Media Advertising and Measurement

@MELONIE

Social Network Ad Spending$23.68 billion Worldwide

•33.5% increase from 2014 worldwide

•US & China leading 50% worldwide market

•16% of all digital ad spending by 2017

•$9.59 billion US 2015

•Spend $50 per user in 2015

•Facebook advertising consists of 64% market, Twitter 8.8%, LinkedIn 3.8%

Source: emarketer.com “Social Network Ad Spending Hit 23.68 Billion Worldwide”

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Who’s Advertising?

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AND, ADVERTISING IS NECESSARY FOR A SUCCESSFUL CONTENT PROGRAM

CONTENT MARKETING is your advertising program.

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Top Social Traffic Drivers #1

#2

#3

+

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Instagram Tops Engagement

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Now, anyone can advertise on Instagram.

•Direct response ads with linking

•Available for all business, big and small

•Self-service interface

•Create and Buy with Facebook Ads

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100% INSTAGRAM

100% SNAPCHAT

87% FACEBOOK

80% TWITTER

50% LINKEDIN

50% YOUTUBE

Social media is mobile first.

Advertising, content & landing pages must be made for MOBILE.

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What To Measure

LINKS | BLOGS | OFFERS

CPC links CTR links

PHOTOS | VIDEOS | CONVERSATIONS

CPECTR ad

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Measuring Facebook advertising isn’t straightforward.

CPC ad links vs. CPC web links

CTR ad links vs. CTR web links

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The benefits of not boosting your Facebook post.

Boosting A Post

•Optimizes for engagement

•Default CPE

•CPC = clicks anywhere on the ad

•Link clicks generally more expensive

•To fans and friends in geographies

Web Link Ad

•Optimizes for link clicks

•Default CPC = link

•Highly targeted

•More efficient spend for traffic

•Higher CTR

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Top 3 Ways To Target Customers

Interests

Email List

Website Visitors

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Case Study

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Content

Infographics

Ad Type

Promoted Pin Traffic Campaign

Test

Education vs. Product

Target

Keywords

Measure

Web Clicks

Product VS. Technique

• Running• Running shoes for

high arches• Running shoes for

flat feet

248 REPINS 413

228 CLICKS 102

1.4% CTR .11%

$0.44 CPC $0.66

• Cycling• Road cycling• Road cycling

workout

No Sales Permitted

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Content

Website URL’s

Ad Type

Carousel Ad

Test

Blogs vs. Products

Target

Email list, running + fitness

Measure

Web Clicks

Content VS. Products

Running Guides $0.26 CPC link | 2.75% ad CTR | 2.43% link CTR | 385 link clicks

Running Shoes $0.33 CPC link | 2.26% ad CTR | 1.85% link CTR | 305 link clicks

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ROI Checklist

Use the right type of ad

Have a content strategy

Don’t forget the CTA

Use Google Analytics parameters (tags)

Set Google Analytics Goals

Identify Google Analytics events

Track shopping cart revenue

Twitter & Facebook ad pixel

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QUESTIONS?

Thank You

BRANDSWITHFANSBLOG.COM

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@FANDOMMARKETING