SlideShare uma empresa Scribd logo
1 de 52
Baixar para ler offline
Social Advertising
Masterclass
Cost Effective Campaigns
● Which Social Channel Is Right?
● Targeting
● Ad Styles
● Quick Tips
What We’ll Cover
Which Channel
Is Right?
You don't
need to be on
every channel
Think about
where your
customers are...
Ours aren’t really on
Instagram, so we
don’t use it!
There’s more benefit
to a small focus,
than spreading
yourself thin
Targeting
Personas
Come Back
Into Play
● Age
● Gender
● Location
● Job role
● Industry
● What sites do they read / use
● Married
● Parental Status
● What devices do they own
● Age
● Gender
● Location
● Job role
● Industry
● What sites do they read / use
● Married
● Parental Status
● What devices do they own
We can target most of these
via social ads.
If you’re eCommerce
consider where your
audience shops too, as you
can target these within
Interest Targeting
Facebook Targeting
Location, age and gender
targeting is extremely simple.
Then layer this up with
Detailed Targeting…. Think
interests, job roles, life events
Competitors come under
Interest targeting too
Consider Look-a-like Audiences Too
If you’re prospecting
and the audience is
quite generic, a
look-a-like audience
can be created from
your site or page
followers to target
those who have similar
attributes.
LinkedIn Targeting
Location, age and gender
targeting is still there.
But the detailed
targeting is very much
based on industry and
job details (title, length of
service, seniority etc).
You Can Exclude Audiences On Both
Channels
This is great for
excluding job roles
on LinkedIn to
ensure you hit the
decision makers.
On both channels
locations, languages
and interests can be
excluded too.
Leverage Life
Events
Engagements, Married, Babies, New Job, New
Home….. We can target all of this on Facebook &
Instagram.
Use Cases
● You’re a jeweller….Target those who have
been in a relationship for over a year with
Engagement Rings.
● You’re a bridal boutique….Target those
who have just gotten engaged.
● Sell Baby Products…. Target new mums
● Stationery?... Hit those with new jobs or
just started Uni.
Ad Styles
Think about
your goal...
And base your ad
style choice on this.
LinkedIn Ad Styles
InMail Ads
Sponsored
Content Ads
Text Ads Carousel Ads
Lead Gen Ads
Dynamic Ads
InMail Ads
These come straight into your
LinkedIn InMail (messenger)
and have the format of an email.
They’re labeled “Sponsored”
Great for explaining a complex
concept, taking a personal
approach or inviting to events /
downloads
The most common style of ads.
You’ll see these within your
timeline… they may be video or
image led, but always contain a
link.
Top tip - Use high quality, large
imagery and always include a
CTA
Sponsored
Content Ads
Here’s one on my
feed today
Very similar to Sponsored
Content ads but have an added
surprise!
Forms are pre-filled with data
LinkedIn holds for ease.
Great for arranging product
demos, downloadables and
discussing services further.
Lead Gen Ads
Small snippets which
show on the right hand
side on desktop.
Personally, not a fan of
these as they’re very
easy to scroll past.
Text Ads
Very similar to Sponsored
Content, except we’re using
more images.
Perfect for storytelling, or
promoting the steps involved
in a process.
Perform stronger on mobile
due to swipe functionality.
Carousel Ads
Right hand side visibility
again, but it pulls in the
user’s details to
personalise the ad.
Often used for jobs and
to build following.
Dynamic Ads
Facebook / Instagram Ad Styles
Story Ads Collection Ads
Dynamic
Product
Retargeting
Carousel Ads
Single Image /
Video Ads
Images should be 1080 x 1920
pixels
Remember that that CTA button
will show central at the bottom,
so leave this area clear of
important information.
These can show on Facebook
and Instagram.
Story Ads
Ideal for eCommerce and
showing off a range of
products.
Product Sets needs to have
at least 8 products in to be
eligible.
Mobile only. Opens up a
much larger catalogue style
experience.
Collection Ads
The most common style of
ad you’ll see, often within
your timeline.
Looks like a normal social
post, with a status, visual and
call to action.
Single Image or
Video Ads
You can be really creative
with these.
Video or image…. Or even
product.
Use your Product Sets to
make themed carousel
ads
Carousel Ads
Show users products
they’ve previously
viewed on your website
to drive them to
purchase.
You want a high
frequency with these ads
for strong conversion.
Dynamic
Product
Retargeting Ads
Breakout
Session
What Really Catches Your
Attention On Social?
5 Quick Tips
UTM Tracking For
Clearer Google
Analytics Data
● Campaign Source - usually the platform/website
● Campaign Medium what is it? (ad / email etc)
● Campaign Name - what it says on the tin
?utm_source=facebook&utm_medium=ad&utm_cam
paign=black-friday
Naming Conventions
https://ga-dev-tools.appspot.com/campaign-url-builder/
Retarget Your
Audience
Retargeting campaigns are cost effective
and tend to have a higher conversion rate.
You can even set up retargeting
audiences based on how they’ve
interacted with your social accounts or
basket abandonment.
Often retargeting ads include an offer or
discount code to help pull people in.
Simply create a Custom
Audience on Facebook
to do this.
Note* You do need to
have your Facebook
pixel in place.
On LinkedIn it’s
controlled here and
again you can target via
site visitors or those who
have engaged with your
page.
To go one
step further,
upload the
emails of who
you want to
target!
Consider Your
Placements
Facebook will automatically set your
ads to show on Instagram, Audience
Network, Messenger, Stories and more
Not All Are Right For Your Audience
Manually select the placements
which work best for your
audience and assets.
Example
Have Stories targeting as separate
Ad Set as the asset needs to be a
different size.
Audience
Expansion
All channels opt in to this as a standard.
It can go against the linear targeting
you’ve created!
Switch this off initially, unless you have
a broad prospecting campaign.
You can find
this really
pushes up your
spend, but not
your
conversions
otherwise
Promote Your
Organic Posts
Ads Don’t Need To Be Stand Alone
If an organic post is
working well and
creating strong,
positive engagement…
…. Sponsor It!
Budget doesn’t need
to be large
This is a great strategy for
your competitions too.
Sponsoring your
competitions can increase
entry numbers and
awareness
Questions?
Next week: Building a brand following

Mais conteúdo relacionado

Mais procurados

How To Get Your Customers To Help Grow Your Business
How To Get Your Customers To Help Grow Your BusinessHow To Get Your Customers To Help Grow Your Business
How To Get Your Customers To Help Grow Your BusinessKoozai
 
How To Use Persuasive Design for Conversion Optimization
How To Use Persuasive Design for Conversion OptimizationHow To Use Persuasive Design for Conversion Optimization
How To Use Persuasive Design for Conversion OptimizationHubSpot
 
How to Respond to Negative Reviews on Glassdoor
How to Respond to Negative Reviews on GlassdoorHow to Respond to Negative Reviews on Glassdoor
How to Respond to Negative Reviews on GlassdoorGlassdoor
 
Amy Bishop — Leveraging the SEMrush PPC Keyword Tool
Amy Bishop — Leveraging the SEMrush PPC Keyword ToolAmy Bishop — Leveraging the SEMrush PPC Keyword Tool
Amy Bishop — Leveraging the SEMrush PPC Keyword ToolSemrush
 
Pubcon - Targeting on the Google Display Network
Pubcon - Targeting on the Google Display NetworkPubcon - Targeting on the Google Display Network
Pubcon - Targeting on the Google Display NetworkSusan Wenograd
 
Building a Scalable Sales Team
Building a Scalable Sales TeamBuilding a Scalable Sales Team
Building a Scalable Sales TeamHubSpot
 
Digital olympus – Serpstat
Digital olympus – SerpstatDigital olympus – Serpstat
Digital olympus – SerpstatIgor Gorbenko
 
A Guide to Facebook Advertising and Social Media Strategy
A Guide to Facebook Advertising and Social Media StrategyA Guide to Facebook Advertising and Social Media Strategy
A Guide to Facebook Advertising and Social Media StrategyGalvanize
 
7 Principles of Conversion Centered Design with Oli Gardner
7 Principles of Conversion Centered Design with Oli Gardner7 Principles of Conversion Centered Design with Oli Gardner
7 Principles of Conversion Centered Design with Oli GardnerStukent Inc.
 
How to get Facebook Groups Working for Your Business | Marie Page BrightonSEO
How to get Facebook Groups Working for Your Business | Marie Page BrightonSEOHow to get Facebook Groups Working for Your Business | Marie Page BrightonSEO
How to get Facebook Groups Working for Your Business | Marie Page BrightonSEOThe Digiterati
 
The acquisition marketing puzzle most fail to complete - Turing Festival Augu...
The acquisition marketing puzzle most fail to complete - Turing Festival Augu...The acquisition marketing puzzle most fail to complete - Turing Festival Augu...
The acquisition marketing puzzle most fail to complete - Turing Festival Augu...Depesh Mandalia
 
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...semrush_webinars
 
BITB -- Tethered Services
BITB -- Tethered ServicesBITB -- Tethered Services
BITB -- Tethered Servicesagencyside
 
Supporting Content: The Secret to Campaign Success - BrightonSEO September 2019
Supporting Content: The Secret to Campaign Success - BrightonSEO September 2019 Supporting Content: The Secret to Campaign Success - BrightonSEO September 2019
Supporting Content: The Secret to Campaign Success - BrightonSEO September 2019 Zazzle Media
 
How to Get More from Digital PR (Without Mentioning AVE) | Pint Sized Marketi...
How to Get More from Digital PR (Without Mentioning AVE) | Pint Sized Marketi...How to Get More from Digital PR (Without Mentioning AVE) | Pint Sized Marketi...
How to Get More from Digital PR (Without Mentioning AVE) | Pint Sized Marketi...Laura Hampton
 
Let's Talk Voice Search
Let's Talk Voice SearchLet's Talk Voice Search
Let's Talk Voice SearchKoozai
 
How to Make Paid Social Work for Lead Generation
How to Make Paid Social Work for Lead GenerationHow to Make Paid Social Work for Lead Generation
How to Make Paid Social Work for Lead GenerationSearch Engine Journal
 

Mais procurados (20)

How To Get Your Customers To Help Grow Your Business
How To Get Your Customers To Help Grow Your BusinessHow To Get Your Customers To Help Grow Your Business
How To Get Your Customers To Help Grow Your Business
 
How To Use Persuasive Design for Conversion Optimization
How To Use Persuasive Design for Conversion OptimizationHow To Use Persuasive Design for Conversion Optimization
How To Use Persuasive Design for Conversion Optimization
 
How to Respond to Negative Reviews on Glassdoor
How to Respond to Negative Reviews on GlassdoorHow to Respond to Negative Reviews on Glassdoor
How to Respond to Negative Reviews on Glassdoor
 
9 Insanely Powerful Strategies to Turn Content into Customers
9 Insanely Powerful Strategies to Turn Content into Customers9 Insanely Powerful Strategies to Turn Content into Customers
9 Insanely Powerful Strategies to Turn Content into Customers
 
Amy Bishop — Leveraging the SEMrush PPC Keyword Tool
Amy Bishop — Leveraging the SEMrush PPC Keyword ToolAmy Bishop — Leveraging the SEMrush PPC Keyword Tool
Amy Bishop — Leveraging the SEMrush PPC Keyword Tool
 
Pubcon - Targeting on the Google Display Network
Pubcon - Targeting on the Google Display NetworkPubcon - Targeting on the Google Display Network
Pubcon - Targeting on the Google Display Network
 
Building a Scalable Sales Team
Building a Scalable Sales TeamBuilding a Scalable Sales Team
Building a Scalable Sales Team
 
Digital olympus – Serpstat
Digital olympus – SerpstatDigital olympus – Serpstat
Digital olympus – Serpstat
 
A Guide to Facebook Advertising and Social Media Strategy
A Guide to Facebook Advertising and Social Media StrategyA Guide to Facebook Advertising and Social Media Strategy
A Guide to Facebook Advertising and Social Media Strategy
 
7 Principles of Conversion Centered Design with Oli Gardner
7 Principles of Conversion Centered Design with Oli Gardner7 Principles of Conversion Centered Design with Oli Gardner
7 Principles of Conversion Centered Design with Oli Gardner
 
How to get Facebook Groups Working for Your Business | Marie Page BrightonSEO
How to get Facebook Groups Working for Your Business | Marie Page BrightonSEOHow to get Facebook Groups Working for Your Business | Marie Page BrightonSEO
How to get Facebook Groups Working for Your Business | Marie Page BrightonSEO
 
The acquisition marketing puzzle most fail to complete - Turing Festival Augu...
The acquisition marketing puzzle most fail to complete - Turing Festival Augu...The acquisition marketing puzzle most fail to complete - Turing Festival Augu...
The acquisition marketing puzzle most fail to complete - Turing Festival Augu...
 
Google My Business
Google My BusinessGoogle My Business
Google My Business
 
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...
3 Steps to Turn Mobile Visitors into Customers Using Psychology and Personali...
 
BITB -- Tethered Services
BITB -- Tethered ServicesBITB -- Tethered Services
BITB -- Tethered Services
 
Supporting Content: The Secret to Campaign Success - BrightonSEO September 2019
Supporting Content: The Secret to Campaign Success - BrightonSEO September 2019 Supporting Content: The Secret to Campaign Success - BrightonSEO September 2019
Supporting Content: The Secret to Campaign Success - BrightonSEO September 2019
 
Paid search strategy
Paid search strategyPaid search strategy
Paid search strategy
 
How to Get More from Digital PR (Without Mentioning AVE) | Pint Sized Marketi...
How to Get More from Digital PR (Without Mentioning AVE) | Pint Sized Marketi...How to Get More from Digital PR (Without Mentioning AVE) | Pint Sized Marketi...
How to Get More from Digital PR (Without Mentioning AVE) | Pint Sized Marketi...
 
Let's Talk Voice Search
Let's Talk Voice SearchLet's Talk Voice Search
Let's Talk Voice Search
 
How to Make Paid Social Work for Lead Generation
How to Make Paid Social Work for Lead GenerationHow to Make Paid Social Work for Lead Generation
How to Make Paid Social Work for Lead Generation
 

Semelhante a Social Advertising Masterclass

Mbs hitting the bulls eye
Mbs hitting the bulls eyeMbs hitting the bulls eye
Mbs hitting the bulls eyeEvgeny Pluzhnik
 
digital marketing basics
digital marketing basicsdigital marketing basics
digital marketing basicsRamesh Safare
 
Digital Marketing Fundamentals
Digital Marketing FundamentalsDigital Marketing Fundamentals
Digital Marketing FundamentalsChristopher Mbinda
 
2019 Digital marketing basic training (EN)
2019 Digital marketing basic training (EN)2019 Digital marketing basic training (EN)
2019 Digital marketing basic training (EN)Sun.Lee
 
Facebook ads for beginners retention & loyalty_by_kouloumpi_anastasia
Facebook ads for beginners retention & loyalty_by_kouloumpi_anastasiaFacebook ads for beginners retention & loyalty_by_kouloumpi_anastasia
Facebook ads for beginners retention & loyalty_by_kouloumpi_anastasiarapidbounce
 
Online Advertising for Summer Camps
Online Advertising for Summer CampsOnline Advertising for Summer Camps
Online Advertising for Summer CampsOur Kids Media
 
Digital marketing presentation - Overview, myths and facts
Digital marketing presentation - Overview, myths and factsDigital marketing presentation - Overview, myths and facts
Digital marketing presentation - Overview, myths and factssaranshjain50
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon BusinessSara Martin
 
All You Need to Know About Content Marketing
All You Need to Know About Content MarketingAll You Need to Know About Content Marketing
All You Need to Know About Content Marketingsangerarayal
 
Data Driven Digital Marketing Strategy
Data Driven Digital Marketing Strategy Data Driven Digital Marketing Strategy
Data Driven Digital Marketing Strategy Wecomex Ltd
 
Advice for selling online advertising
Advice for selling online advertisingAdvice for selling online advertising
Advice for selling online advertisingJohn Buckley
 
Dennis yu social amplification engine_guide_v5.1_2016_1210
Dennis yu social amplification engine_guide_v5.1_2016_1210Dennis yu social amplification engine_guide_v5.1_2016_1210
Dennis yu social amplification engine_guide_v5.1_2016_1210Vasil Azarov
 
Paid Promotions -- VIP Department, BrandYourself
Paid Promotions -- VIP Department, BrandYourselfPaid Promotions -- VIP Department, BrandYourself
Paid Promotions -- VIP Department, BrandYourselfMegan Bradley
 
Clickminded digital marketing strategy
Clickminded digital marketing strategy Clickminded digital marketing strategy
Clickminded digital marketing strategy David Raudales
 
Data analytics-training - Jess Le Merle
Data analytics-training - Jess Le MerleData analytics-training - Jess Le Merle
Data analytics-training - Jess Le MerleHayden Armour
 
Marketing on a Shoestring Budget - 1 hr class
Marketing on a Shoestring Budget - 1 hr classMarketing on a Shoestring Budget - 1 hr class
Marketing on a Shoestring Budget - 1 hr classthegoddessatwork
 
Digital Marketing Training
Digital Marketing TrainingDigital Marketing Training
Digital Marketing Trainingbenchihebhemza
 

Semelhante a Social Advertising Masterclass (20)

Mbs hitting the bulls eye
Mbs hitting the bulls eyeMbs hitting the bulls eye
Mbs hitting the bulls eye
 
digital marketing basics
digital marketing basicsdigital marketing basics
digital marketing basics
 
Digital Marketing Fundamentals
Digital Marketing FundamentalsDigital Marketing Fundamentals
Digital Marketing Fundamentals
 
2019 Digital marketing basic training (EN)
2019 Digital marketing basic training (EN)2019 Digital marketing basic training (EN)
2019 Digital marketing basic training (EN)
 
Facebook ads for beginners retention & loyalty_by_kouloumpi_anastasia
Facebook ads for beginners retention & loyalty_by_kouloumpi_anastasiaFacebook ads for beginners retention & loyalty_by_kouloumpi_anastasia
Facebook ads for beginners retention & loyalty_by_kouloumpi_anastasia
 
Online Advertising for Summer Camps
Online Advertising for Summer CampsOnline Advertising for Summer Camps
Online Advertising for Summer Camps
 
Facebook Ads Guide
Facebook Ads GuideFacebook Ads Guide
Facebook Ads Guide
 
Digital marketing presentation - Overview, myths and facts
Digital marketing presentation - Overview, myths and factsDigital marketing presentation - Overview, myths and facts
Digital marketing presentation - Overview, myths and facts
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon Business
 
All You Need to Know About Content Marketing
All You Need to Know About Content MarketingAll You Need to Know About Content Marketing
All You Need to Know About Content Marketing
 
Data Driven Digital Marketing Strategy
Data Driven Digital Marketing Strategy Data Driven Digital Marketing Strategy
Data Driven Digital Marketing Strategy
 
Advice for selling online advertising
Advice for selling online advertisingAdvice for selling online advertising
Advice for selling online advertising
 
Dennis yu social amplification engine_guide_v5.1_2016_1210
Dennis yu social amplification engine_guide_v5.1_2016_1210Dennis yu social amplification engine_guide_v5.1_2016_1210
Dennis yu social amplification engine_guide_v5.1_2016_1210
 
How To Run Your Own Dental Instagram Ads.pdf
How To Run Your Own Dental Instagram Ads.pdfHow To Run Your Own Dental Instagram Ads.pdf
How To Run Your Own Dental Instagram Ads.pdf
 
Online advertising
Online advertisingOnline advertising
Online advertising
 
Paid Promotions -- VIP Department, BrandYourself
Paid Promotions -- VIP Department, BrandYourselfPaid Promotions -- VIP Department, BrandYourself
Paid Promotions -- VIP Department, BrandYourself
 
Clickminded digital marketing strategy
Clickminded digital marketing strategy Clickminded digital marketing strategy
Clickminded digital marketing strategy
 
Data analytics-training - Jess Le Merle
Data analytics-training - Jess Le MerleData analytics-training - Jess Le Merle
Data analytics-training - Jess Le Merle
 
Marketing on a Shoestring Budget - 1 hr class
Marketing on a Shoestring Budget - 1 hr classMarketing on a Shoestring Budget - 1 hr class
Marketing on a Shoestring Budget - 1 hr class
 
Digital Marketing Training
Digital Marketing TrainingDigital Marketing Training
Digital Marketing Training
 

Mais de Laura Hogan

Google Analytics MasterClass
Google Analytics MasterClassGoogle Analytics MasterClass
Google Analytics MasterClassLaura Hogan
 
How To Get Free PR For Your Business
How To Get Free PR For Your BusinessHow To Get Free PR For Your Business
How To Get Free PR For Your BusinessLaura Hogan
 
Be A Vulture With Your Competitors - SearchLeeds 2019
Be A Vulture With Your Competitors - SearchLeeds 2019Be A Vulture With Your Competitors - SearchLeeds 2019
Be A Vulture With Your Competitors - SearchLeeds 2019Laura Hogan
 
Small PPC Budget, No Problems - SMX London 2019
Small PPC Budget, No Problems - SMX London 2019Small PPC Budget, No Problems - SMX London 2019
Small PPC Budget, No Problems - SMX London 2019Laura Hogan
 
Retaining Clients & Winning Back Their Trust
Retaining Clients & Winning Back Their TrustRetaining Clients & Winning Back Their Trust
Retaining Clients & Winning Back Their TrustLaura Hogan
 
Searchlove London 2018 - Controlling branded SERPs and preventing negative press
Searchlove London 2018 - Controlling branded SERPs and preventing negative pressSearchlove London 2018 - Controlling branded SERPs and preventing negative press
Searchlove London 2018 - Controlling branded SERPs and preventing negative pressLaura Hogan
 
How To Use Your Competitors For Freeeee Links - BrightonSEO September 2018
How To Use Your Competitors For Freeeee Links - BrightonSEO September 2018How To Use Your Competitors For Freeeee Links - BrightonSEO September 2018
How To Use Your Competitors For Freeeee Links - BrightonSEO September 2018Laura Hogan
 
6 Tips To Increase Your Digital Revenue By 10%
6 Tips To Increase Your Digital Revenue By 10%6 Tips To Increase Your Digital Revenue By 10%
6 Tips To Increase Your Digital Revenue By 10%Laura Hogan
 
Big Links For £0 - BrightonSEO April 2018
Big Links For £0 - BrightonSEO April 2018Big Links For £0 - BrightonSEO April 2018
Big Links For £0 - BrightonSEO April 2018Laura Hogan
 
10 tips to increase your digital revenue by 10% - IRX18
10 tips to increase your digital revenue by 10% - IRX1810 tips to increase your digital revenue by 10% - IRX18
10 tips to increase your digital revenue by 10% - IRX18Laura Hogan
 
Search London: 5 Tips in 5 Minutes
Search London: 5 Tips in 5 MinutesSearch London: 5 Tips in 5 Minutes
Search London: 5 Tips in 5 MinutesLaura Hogan
 
Utilising Search Console For Quick SEO Wins: Digital Olympus December 2017
Utilising Search Console For Quick SEO Wins: Digital Olympus December 2017 Utilising Search Console For Quick SEO Wins: Digital Olympus December 2017
Utilising Search Console For Quick SEO Wins: Digital Olympus December 2017 Laura Hogan
 
Utilising Search Console For Quick SEO Wins - BrightonSEO April 2017
Utilising Search Console For Quick SEO Wins - BrightonSEO April 2017Utilising Search Console For Quick SEO Wins - BrightonSEO April 2017
Utilising Search Console For Quick SEO Wins - BrightonSEO April 2017Laura Hogan
 
How To Beat Your Competitors - InternetRetailing Expo 2017
How To Beat Your Competitors - InternetRetailing Expo 2017How To Beat Your Competitors - InternetRetailing Expo 2017
How To Beat Your Competitors - InternetRetailing Expo 2017Laura Hogan
 
Social Media Quick Wins - Generate Business Through Social
Social Media Quick Wins - Generate Business Through SocialSocial Media Quick Wins - Generate Business Through Social
Social Media Quick Wins - Generate Business Through SocialLaura Hogan
 
Digital Olympus: How To Beat Your Competitors
Digital Olympus: How To Beat Your CompetitorsDigital Olympus: How To Beat Your Competitors
Digital Olympus: How To Beat Your CompetitorsLaura Hogan
 
How To Beat Your Competitors - Digital Horizons
How To Beat Your Competitors - Digital HorizonsHow To Beat Your Competitors - Digital Horizons
How To Beat Your Competitors - Digital HorizonsLaura Hogan
 
Keywords Aren't Dead. Debunking SEO Myths. Brighton SEO 2016
Keywords Aren't Dead. Debunking SEO Myths. Brighton SEO 2016Keywords Aren't Dead. Debunking SEO Myths. Brighton SEO 2016
Keywords Aren't Dead. Debunking SEO Myths. Brighton SEO 2016Laura Hogan
 

Mais de Laura Hogan (18)

Google Analytics MasterClass
Google Analytics MasterClassGoogle Analytics MasterClass
Google Analytics MasterClass
 
How To Get Free PR For Your Business
How To Get Free PR For Your BusinessHow To Get Free PR For Your Business
How To Get Free PR For Your Business
 
Be A Vulture With Your Competitors - SearchLeeds 2019
Be A Vulture With Your Competitors - SearchLeeds 2019Be A Vulture With Your Competitors - SearchLeeds 2019
Be A Vulture With Your Competitors - SearchLeeds 2019
 
Small PPC Budget, No Problems - SMX London 2019
Small PPC Budget, No Problems - SMX London 2019Small PPC Budget, No Problems - SMX London 2019
Small PPC Budget, No Problems - SMX London 2019
 
Retaining Clients & Winning Back Their Trust
Retaining Clients & Winning Back Their TrustRetaining Clients & Winning Back Their Trust
Retaining Clients & Winning Back Their Trust
 
Searchlove London 2018 - Controlling branded SERPs and preventing negative press
Searchlove London 2018 - Controlling branded SERPs and preventing negative pressSearchlove London 2018 - Controlling branded SERPs and preventing negative press
Searchlove London 2018 - Controlling branded SERPs and preventing negative press
 
How To Use Your Competitors For Freeeee Links - BrightonSEO September 2018
How To Use Your Competitors For Freeeee Links - BrightonSEO September 2018How To Use Your Competitors For Freeeee Links - BrightonSEO September 2018
How To Use Your Competitors For Freeeee Links - BrightonSEO September 2018
 
6 Tips To Increase Your Digital Revenue By 10%
6 Tips To Increase Your Digital Revenue By 10%6 Tips To Increase Your Digital Revenue By 10%
6 Tips To Increase Your Digital Revenue By 10%
 
Big Links For £0 - BrightonSEO April 2018
Big Links For £0 - BrightonSEO April 2018Big Links For £0 - BrightonSEO April 2018
Big Links For £0 - BrightonSEO April 2018
 
10 tips to increase your digital revenue by 10% - IRX18
10 tips to increase your digital revenue by 10% - IRX1810 tips to increase your digital revenue by 10% - IRX18
10 tips to increase your digital revenue by 10% - IRX18
 
Search London: 5 Tips in 5 Minutes
Search London: 5 Tips in 5 MinutesSearch London: 5 Tips in 5 Minutes
Search London: 5 Tips in 5 Minutes
 
Utilising Search Console For Quick SEO Wins: Digital Olympus December 2017
Utilising Search Console For Quick SEO Wins: Digital Olympus December 2017 Utilising Search Console For Quick SEO Wins: Digital Olympus December 2017
Utilising Search Console For Quick SEO Wins: Digital Olympus December 2017
 
Utilising Search Console For Quick SEO Wins - BrightonSEO April 2017
Utilising Search Console For Quick SEO Wins - BrightonSEO April 2017Utilising Search Console For Quick SEO Wins - BrightonSEO April 2017
Utilising Search Console For Quick SEO Wins - BrightonSEO April 2017
 
How To Beat Your Competitors - InternetRetailing Expo 2017
How To Beat Your Competitors - InternetRetailing Expo 2017How To Beat Your Competitors - InternetRetailing Expo 2017
How To Beat Your Competitors - InternetRetailing Expo 2017
 
Social Media Quick Wins - Generate Business Through Social
Social Media Quick Wins - Generate Business Through SocialSocial Media Quick Wins - Generate Business Through Social
Social Media Quick Wins - Generate Business Through Social
 
Digital Olympus: How To Beat Your Competitors
Digital Olympus: How To Beat Your CompetitorsDigital Olympus: How To Beat Your Competitors
Digital Olympus: How To Beat Your Competitors
 
How To Beat Your Competitors - Digital Horizons
How To Beat Your Competitors - Digital HorizonsHow To Beat Your Competitors - Digital Horizons
How To Beat Your Competitors - Digital Horizons
 
Keywords Aren't Dead. Debunking SEO Myths. Brighton SEO 2016
Keywords Aren't Dead. Debunking SEO Myths. Brighton SEO 2016Keywords Aren't Dead. Debunking SEO Myths. Brighton SEO 2016
Keywords Aren't Dead. Debunking SEO Myths. Brighton SEO 2016
 

Último

Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 

Último (20)

Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 

Social Advertising Masterclass

  • 2. ● Which Social Channel Is Right? ● Targeting ● Ad Styles ● Quick Tips What We’ll Cover
  • 4. You don't need to be on every channel
  • 5. Think about where your customers are... Ours aren’t really on Instagram, so we don’t use it!
  • 6. There’s more benefit to a small focus, than spreading yourself thin
  • 9. ● Age ● Gender ● Location ● Job role ● Industry ● What sites do they read / use ● Married ● Parental Status ● What devices do they own
  • 10. ● Age ● Gender ● Location ● Job role ● Industry ● What sites do they read / use ● Married ● Parental Status ● What devices do they own We can target most of these via social ads. If you’re eCommerce consider where your audience shops too, as you can target these within Interest Targeting
  • 11. Facebook Targeting Location, age and gender targeting is extremely simple. Then layer this up with Detailed Targeting…. Think interests, job roles, life events Competitors come under Interest targeting too
  • 12. Consider Look-a-like Audiences Too If you’re prospecting and the audience is quite generic, a look-a-like audience can be created from your site or page followers to target those who have similar attributes.
  • 13. LinkedIn Targeting Location, age and gender targeting is still there. But the detailed targeting is very much based on industry and job details (title, length of service, seniority etc).
  • 14. You Can Exclude Audiences On Both Channels This is great for excluding job roles on LinkedIn to ensure you hit the decision makers. On both channels locations, languages and interests can be excluded too.
  • 16. Engagements, Married, Babies, New Job, New Home….. We can target all of this on Facebook & Instagram.
  • 17. Use Cases ● You’re a jeweller….Target those who have been in a relationship for over a year with Engagement Rings. ● You’re a bridal boutique….Target those who have just gotten engaged. ● Sell Baby Products…. Target new mums ● Stationery?... Hit those with new jobs or just started Uni.
  • 19. Think about your goal... And base your ad style choice on this.
  • 20. LinkedIn Ad Styles InMail Ads Sponsored Content Ads Text Ads Carousel Ads Lead Gen Ads Dynamic Ads
  • 21. InMail Ads These come straight into your LinkedIn InMail (messenger) and have the format of an email. They’re labeled “Sponsored” Great for explaining a complex concept, taking a personal approach or inviting to events / downloads
  • 22. The most common style of ads. You’ll see these within your timeline… they may be video or image led, but always contain a link. Top tip - Use high quality, large imagery and always include a CTA Sponsored Content Ads Here’s one on my feed today
  • 23. Very similar to Sponsored Content ads but have an added surprise! Forms are pre-filled with data LinkedIn holds for ease. Great for arranging product demos, downloadables and discussing services further. Lead Gen Ads
  • 24. Small snippets which show on the right hand side on desktop. Personally, not a fan of these as they’re very easy to scroll past. Text Ads
  • 25. Very similar to Sponsored Content, except we’re using more images. Perfect for storytelling, or promoting the steps involved in a process. Perform stronger on mobile due to swipe functionality. Carousel Ads
  • 26. Right hand side visibility again, but it pulls in the user’s details to personalise the ad. Often used for jobs and to build following. Dynamic Ads
  • 27. Facebook / Instagram Ad Styles Story Ads Collection Ads Dynamic Product Retargeting Carousel Ads Single Image / Video Ads
  • 28. Images should be 1080 x 1920 pixels Remember that that CTA button will show central at the bottom, so leave this area clear of important information. These can show on Facebook and Instagram. Story Ads
  • 29. Ideal for eCommerce and showing off a range of products. Product Sets needs to have at least 8 products in to be eligible. Mobile only. Opens up a much larger catalogue style experience. Collection Ads
  • 30. The most common style of ad you’ll see, often within your timeline. Looks like a normal social post, with a status, visual and call to action. Single Image or Video Ads
  • 31. You can be really creative with these. Video or image…. Or even product. Use your Product Sets to make themed carousel ads Carousel Ads
  • 32. Show users products they’ve previously viewed on your website to drive them to purchase. You want a high frequency with these ads for strong conversion. Dynamic Product Retargeting Ads
  • 33. Breakout Session What Really Catches Your Attention On Social?
  • 35. UTM Tracking For Clearer Google Analytics Data
  • 36. ● Campaign Source - usually the platform/website ● Campaign Medium what is it? (ad / email etc) ● Campaign Name - what it says on the tin ?utm_source=facebook&utm_medium=ad&utm_cam paign=black-friday Naming Conventions
  • 39. Retargeting campaigns are cost effective and tend to have a higher conversion rate. You can even set up retargeting audiences based on how they’ve interacted with your social accounts or basket abandonment. Often retargeting ads include an offer or discount code to help pull people in.
  • 40. Simply create a Custom Audience on Facebook to do this. Note* You do need to have your Facebook pixel in place.
  • 41. On LinkedIn it’s controlled here and again you can target via site visitors or those who have engaged with your page.
  • 42. To go one step further, upload the emails of who you want to target!
  • 44. Facebook will automatically set your ads to show on Instagram, Audience Network, Messenger, Stories and more
  • 45. Not All Are Right For Your Audience Manually select the placements which work best for your audience and assets. Example Have Stories targeting as separate Ad Set as the asset needs to be a different size.
  • 47. All channels opt in to this as a standard. It can go against the linear targeting you’ve created! Switch this off initially, unless you have a broad prospecting campaign.
  • 48. You can find this really pushes up your spend, but not your conversions otherwise
  • 50. Ads Don’t Need To Be Stand Alone If an organic post is working well and creating strong, positive engagement… …. Sponsor It! Budget doesn’t need to be large
  • 51. This is a great strategy for your competitions too. Sponsoring your competitions can increase entry numbers and awareness
  • 52. Questions? Next week: Building a brand following